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Growth-Driven Design + Inbound Marketing = B2B Success

Aubrey Beck

It can be nerve wracking to realize (and finally do something about) the fact that your website is outdated or in need of a total overhaul. The thought of having to restructure and reorganize the main hub of your company's entire public face can be daunting.

Which is why a lot of organizations are looking to work with an inbound marketing agency that adheres to growth driven design principles when the time comes to revamp their online image.

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What is growth driven design?

Growth driven design basically takes the approach that a website should be a living, breathing entity that reflects the fact that your company (like everything in life) is constantly evolving. The idea behind putting together a new website used to revolve around having a definite start date and a definite completion date.

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The project would begin with brainstorming a bunch of ideas and goals with your team and then hiring a web design and development firm to execute the new site within a set, do-or-die timeframe.

But in today's business climate, things change everyday. So the thought of trying to plan for a new site three to six months out from when it will launch -- and feeling settled with the idea that the site will still be relevant and working to match business goals even one year down the line -- is not something most people feel comfortable committing to these days.

Things are just changing too quickly: technology, how we market, the sales process, etc.

And this is exactly why we're starting to see an uptick in companies approaching us with the desire to work with us on a retainer-basis rather than a project basis.

With growth driven design as the foundation, we're able to work with clients to roll out websites that are built to meet traffic or conversion goals today, with the understanding that the site is always going to remain a work in progress to some degree.

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Landing pages, functionalities, whole content sections, navigation menus, calls-to-action, user workflows... all of these will be introduced, added in, taken away or completely re-conceived as new data comes in.

Basically, growth driven design adheres to an understanding that:

  • we launch a new site with our most educated guesses as to what will provide the best user experience and highest chances of conversion success (however conversion is measured)
  • we're flexible and operate in an agile way that accepts that digital marketing today is an iterative process

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These understandings are the same ones that apply to inbound marketing and the reason why pairing a growth driven design philosophy for your website with inbound marketing strategies makes perfect sense.

What does growth driven design have to do with inbound marketing?

Inbound marketing works by continually improving content focus, visitor experiences, email workflows, calls-to-action and any other piece that plays a part in the buyer's journey. These improvements come as a result of monitoring, measuring and testing the elements that contribute to conversion rates.

So just like with a growth driven design approach for your website, an inbound marketing approach to your content operates on the basis that "done is better than perfect" and you roll out content based on the best information you can gather about your buyer personas at that time. And as the content is distributed you'll look for ways in which it (and the process by which it is being delivered) can be improved.

It's always a work in progress.

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Pairing an agile website with an agile content strategy

With both growth driven design and inbound marketing, teams work in a similar fashion to engineers and developers who run SCRUM and work in sprints. Larger projects are broken into smaller, more manageable "sprints" that are usually set to last two weeks at a time.

This approach allows the team to focus on getting ideas up and out into the live environment without the interruptions or "oh wait! what if we tried this instead!" sparks that can end up with teams tinkering on an idea for too long without ever actually getting anything out and into the world for consumption by potential customers.

Staying agile in the approach to web design and content creation also allows for input (and the consequent optimization) from a constant feedback loop that comes built-in with the monitoring and testing elements inherent with inbound marketing.


Is a Growth Driven Design strategy the right approach for your next web redesign? Learn more in the A Web-Dev's Guide to Growth Driven Design ebook.
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