Growth-Driven Website Design: What You Need to Know

Growth-Driven Website Design: What You Need to Know

Growth-Driven Website Design: What You Need to Know

Everyone in business knows this cliche: if you’re not growing, you’re dying. And though we might hate to admit it, sometimes, cliches have some truth to them. In today’s competitive market, if you’re trying to grow your business, not let it die, you need to use all possible tools and strategies to your advantage. One of these tools is growth-driven website design. 

Yes, even your website design needs to be oriented toward growth if you want to grow your business and have an advantage over your competitors. Click To Tweet And while you might know what your competitive advantages in your industry are on the business side, translating that to a web design that grows your business can seem confusing, daunting, and like a bunch of jargon. But it’s not. It’s a real way to grow your business and one that you need to pay attention to.

What is Growth-Driven Website Design?

The goal of growth-driven website design to help your company grow. It achieves this through beautiful, functional design that is user-friendly and mobile-responsive, as well as through strategies for increasing calls, conversions, and leads. 

Growth-driven website design incorporates various strategies for enabling visitors to get the information that they need, get in contact with your business, and convert to leads. It does this with simple design and logical placement of information and buttons, as well as easy ways to get in touch, like a call button or a live chat. 

It also focuses on a smarter approach to launching a site than the long lead times of traditional web design. Growth-driven design gets your site launched quickly, so you can start seeing results sooner. Plus, growth-driven design is heavily data-based, using data to drive decision making and optimize results.

How is Growth-Driven Website Design Different?

When most websites are designed, the designers aren’t necessarily thinking about business growth. Instead, they’re thinking about user experience, mobile responsiveness, aesthetics, function, and layout. All of those are crucial aspects to a successful website and improving user-friendliness and the appearance of your site can help you convert more leads. But growth of the business isn’t a design goal in traditional web design. If growth happens, it happens incidentally.

A growth-driven website design is different from a traditional website design because it is focused on enabling growth. Click To Tweet A traditionally designed website says “this is who we are and this is what we do” about your company; a growth-driven website design says all that, plus “this is what we want you to do”—which is to call, chat, or convert.

Another way that’s different from a traditional website design: you know whether it’s working. Growth-driven design uses data to determine growth and to track progress toward growth goals. These metrics can help you to determine the ROI of your web design, as well as optimize your design for the most conversions, leads, and growth.

Why Should You Care?

Very few business owners are going to say that they don’t want to grow their businesses, and those who do aren’t concerned with website design. But for the majority of businesses out there, growth is a constant and ever-elusive goal.  

You want leads, right? You want new customers and to make more sales? Well, if your website isn’t helping you get those leads, you’re relying solely on your sales and marketing team… which you can’t expand until you have a bigger budget… which you need to make more money to have… See where this is going?

You already have a website. (If you don’t, just, wow.) Orienting your website toward business growth is going to drive leads, conversions, and calls, which is going to lead to more sales, more profits, and business growth. Why wouldn’t you use all the tools at your disposal?

How Do You Get a Growth-Driven Website Design?

Don’t just ask your IT guy to build you a growth-driven website. He’s not going to know what that means, and there are a lot of other reasons why you shouldn’t ask someone in-house to hard-code a unique website for you. 

A run-of-the-mill website design company isn’t going to cut it, either. Why? Because they aren’t going to know the best practices for driving business growth, even if they are skilled at designing beautiful and functional websites.

If you want growth-driven web design, you’re going to need to partner with a full-service growth agency. A growth agency helps grow a business, in all aspects, from sales enablement to inbound and outbound marketing to CRM support to website design. Growth agencies have the tools and experience to know exactly how to help companies grow, and how to leverage web design toward that goal. 

How Do You Find a Growth Agency?

First, look for a full-service marketing agency that calls itself a growth agency. If an agency isn’t promoting itself as a growth agency, it’s probably because that’s not their focus. Here are some other qualities to look for in a growth agency who can give you a high-quality, growth-driven website design:

  • They have a proven strategy—proven how? Through testimonials, references, and case studies of how they’ve helped their clients grow their businesses.
  • They care about metrics—metrics are how you know what’s working… and what’s not. A growth agency should care about metrics, understand how to read them, and be able to provide you with real, specific, relevant goals based on data.
  • They know your industry—a growth agency should have an understanding of what growth looks like in your industry. The B2B space isn’t the same as the B2C space, and the needs of an industrial manufacturer are going to be different than those of a residential developer.   
  • They’re a HubSpot PartnerHubSpot is a leader in the digital marketing and CRM software space, and they’re pioneering growth-driven website design. A growth agency that partners with HubSpot is going to have access to industry best practices and innovative technologies that support growth-driven design.

Never heard of web design that can drive business growth? Let us show you what it looks like, and why you need it. 

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What is a Growth Agency? And How to Choose the Right One

What is a Growth Agency? And How to Choose the Right One

What is a Growth Agency? And How to Choose the Right One

Growth agency is a new term you might be hearing a lot lately. It’s going to become more popular here in 2019, so if you’re not quite sure what a growth agency is or does, you’re in luck! We’re about to break it all down for you.

What is a Growth Agency?

A growth agency is a partner whose primary goal is to help your company grow. Click To TweetLike everything in 2019, most growth agencies are going to be digitally focused. Unlike digital marketing agencies of the past that would specialize in one aspect of digital marketing — anything from paid and social advertising to content marketing — growth agencies are beginning to emerge as jacks-of-all-trades that function on a higher, more holistic level.

A growth agency will look at and improve all aspects of your digital and traditional marketing methods, but through the lens of overall growth. They’ll make every strategic marketing and sales move with the intent to grow each aspect of your company from the ground up.

Because a growth agency has such a big investment in their clients, the best ones tend to specialize in one or two industries that they know well, and have history delivering results for.

For us, that’s industrial manufacturing and construction.

What Does a Growth Agency Do?

A modern growth agency will help you grow your business in every possible way. This includes — but is not limited to — support in the following areas:

In a nutshell, it’s a growth agency’s job to partner with your sales and marketing teams to generate more qualified leads, nurture those leads effectively, and help you close on the leads you want for strategic, targeted, holistic company growth.

How Do I Choose the Right Growth Agency?

An agency that’s totally dedicated to your growth and success sounds pretty great. If you’re considering hiring a growth agency to help you boost your marketing and sales efforts, and grow your company overall, here are a few things to keep in mind while you search:

Look For a Team That Specializes in Your Industry

Like we mentioned before, a growth agency’s job is pretty big. They’re focused on growing an entire company that’s not even their own. There’s a lot to keep track of and a lot to remember. You need someone who understands your industry, your target buyers, and the ins-and-outs of your processes.

Most quality growth agencies focus on just two or three industries, so they can offer the absolute best service possible. Look for a growth agency who has worked with companies like yours before, or at least in your industry before. This will give you a leg up as you start to work together and expand.

Look for Numbers and Metrics

Growth agencies should function primarily on numbers. Once they know where your company is at, they should be able to offer up real, specific goals for your future together. They should set goals like:

  • How how many leads they’ll work to get, in a specific time period, like the next six months or year.
  • How many of those leads will convert to sales possibilities.
  • And how many of those sales potentials will close as customers.

Many inbound and growth agencies refer to these goals as SMART goals. SMART stands for Specific, Measurable, Attainable, Relevant, and Timely.

For example, a goal to “grow your business” is not a SMART goal.

A SMART goal might sound something like: Generate 30 new qualified leads in the next two months.

This goal is specific: it identifies one specific metric, new leads.

It is measurable: the goal is to generate 30 new leads.

Attainable is a difficult one to explain generally, but let’s say you had 15 leads in the last two months, but are now implementing calls-to-action and landing pages. 30 new leads would be an attainable goal based on your previous metrics, and the new actions you’ve implemented to boost that number.

This goal is relevant to your company growth, because more new, qualified leads means a greater number of potential deals closed.

Finally, this is a timely goal because it’s been given a specific timeline of two months. Without a deadline, it’s hard to say if you’re improving or not.

If you’re getting general goals that sound like, “Oh, we’ll help you grow your company this year” you might want to keep on looking. A great growth agency will offer SMART goals that provide tangible, measurable results.

Look For A Growth Agency With A Proven Strategy

Every growth agency will say their strategy is the best — it just comes with the territory. You have to do the work of making sure their claims are true. First, you need to make sure the agencies you’re looking at have actual, specific strategies that drive growth. Second, you need to make sure they work. Look for a growth agency with case studies, testimonials, or references from previous clients in your industry. Click To TweetThere should be some proof that they actually walk the walk.

One great way to know in an instant if the agency you’re looking at is legit? Their own business strategies. If they’re not implementing all of the strategies they say they’re experts in (website design, content marketing, pay-per-click advertising, case studies, etc.) you might want to keep looking.

Set Up a Meeting

Do your teams jive?

A growth agency is more a partner than a contractor. You’ll be working closely with them to develop content and strategize ad campaigns that align with your message and boost your lead gen potential. You have to like them, or at least feel like you can work with them on a regular basis.

It’s not uncommon for companies to talk to two or three growth agencies before settling on the best fit. If you’re having trouble choosing between agencies, an initial meeting with each team might help you make the decision.

If you’ve been considering hiring a digital marketing, inbound marketing, or growth agency, let’s talk. We deliver specific, measurable growth to clients in the industrial manufacturing and construction industries, and would love to chat about how we can help your company grow in 2019.

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Fredricks Design Website Project: Implementing Intelligent Website Design For Inbound Growth

Fredricks Design Website Project: Implementing Intelligent Website Design For Inbound Growth

Fredricks Design Website Project: Implementing Intelligent Website Design For Inbound Growth

Fredricks Design

Fredricks Design is a leading industrial design and engineering studio that creates, develops, and engineers innovative product solutions. They serve clients in a number of technologically advanced industries, including autonomous transportation, themed attraction, and healthcare.

Their Challenge

Because Fredricks Design serves cutting edge clients, they wanted a fresh website that would accurately reflect their ingenuity, expertise, and scalability in creating exceptional product solutions for a variety of industries. Their two existing websites were disjointed, and made use of a static one-page design that did not offer potential clients insight into what types of products they were capable of delivering.

Click to view the full “Before” image of the Fredricks site.

Fredricks Design needed a single digital platform that would consistently represent their brand, showcase their innovative work, and draw in new, qualified clients.

The Evenbound Approach

One of our greatest challenges in approaching this new website design project was ensuring their site content would speak to the technical nature of Fredricks Design’s work, without alienating non-technical potential clients. Considering Fredricks’ reputation as a leader in industrial design and engineering, it was also important to merge content from two different sites into one new website that would maintain consistent branding, showcase their work effectively, and position them as a creative innovator exploring new frontiers in both design and engineering.  

 

Getting Started

We started the website design process with a lengthy discovery session with the Fredricks Design team, to determine exactly what industries, and what people in those industries Fredricks Design most often speaks to. With clearly defined buyer personas in place, we were able to form a concrete strategy going forward for the Fredricks Design website and inbound marketing project.

 

Implementing Design with an Inbound Focus

Click to view the new Fredricks site!

 

While website design is paramount for any new project, it must also be backed and supported by helpful, clear content that gets the client’s message across.

We focused on creating site content that answered Fredricks Design’s buyer persona pain points by building out clear case studies, developing in-depth content offers, and converting some of Fredricks’ useful paper marketing content into digital resources that speak to key concepts in their industry and answer their client’s most frequently asked questions.

With informational, targeted content written, we were able to apply a next-level design that delivers in both aesthetic and function. The new Fredricks Design website matches their brand and style guidelines, and is modern, exciting, and highly visual.

While website design is paramount for any new project, it must also be backed and supported by helpful, clear content that gets the client’s message across.

We focused on creating site content that answered Fredricks Design’s buyer persona pain points by building out clear case studies, developing in-depth content offers, and converting some of Fredricks’ useful paper marketing content into digital resources that speak to key concepts in their industry and answer their client’s most frequently asked questions.

With informational, targeted content written, we were able to apply a next-level design that delivers in both aesthetic and function. The new Fredricks Design website matches their brand and style guidelines, and is modern, exciting, and highly visual.

Because the work that Fredricks Design does can seem nebulous to new clients, it was important to clearly define past projects to potential clients, so they could see real, tangible examples of the work Fredricks produces, and the results their innovations deliver. CAD-rendered drawings and actual sketches from past projects were used to define the site visually, and to create context for first-time site visitors.

To support the website’s new design, Evenbound helped round out Fredricks Design’s inbound marketing strategy by creating attractive content offers, writing optimized blogs, and incorporating calls-to-action and targeted landing pages to help convert new visitors. We worked to drive traffic to the new site by developing segmented email workflows, and implementing targeted paid and social advertising campaigns. We also helped Fredricks Design onboard to the HubSpot platform, as they were functioning without a CRM. These efforts, combined with their newly responsive, dynamic website, delivered the following results.

The Results

Just two months after its launch, the Fredricks Design website has seen exceptional results, and is providing measurable growth for the company. The new site has delivered:

  • 143.45% more users
  • 146.44% new users
  • 138.92% more sessions
  • 183% increase in overall site traffic

Since the new website launch, overall site traffic has nearly tripled, and organic traffic has more than doubled as well. Fredricks Design went from seeing about 50 to 100 organic visits per month, to an average of 200 visits per month in the two months following the launch. This marked bump in organic traffic points to a successful optimization of the website itself, as well as effective targeting of key phrases that Fredricks Design’s buyer personas are looking for.

Another metric that indicates content success is most viewed pages. After the home page, Fredricks Design’s most visited page is a blog written and optimized for key industry phrases by the Evenbound team, which tells us that our partnership with Fredricks Design is working to boost their site’s ranking, and provide helpful, engaging content for their visitors.

 

Measurable Growth

As a result of the increase in organic traffic the website is providing, Fredricks Design has already converted one organic lead, nurtured them through the inbound marketing funnel using the HubSpot CRM, and closed the lead as a successful sale. For the notoriously slow-moving B2B world, this is an impressively short sales cycle, and an excellent example of how a well-designed website, a targeted inbound marketing strategy, and a savvy sales team can work together to effectively generate and close on warm leads.

Inbound Marketing Growth in 2019

In just two months, the Fredricks Design website has more than doubled its traffic, bringing awareness of the company and their services to a wider pool of qualified potential clients. Beyond this initial metric success, the website has already begun to prove its value as a tool for legitimate business growth. With continued implementation of their inbound marketing strategy, and support from Evenbound, the Fredricks Design team is well on their way to exceptional growth in 2019.

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