Every good website needs to start somewhere. With Growth-Driven Design, a web design process centered around making your site better with small changes, this starting point is developing what’s called a Launch Pad site. By starting with a Launch Pad site, you’ll focus on including “high priority” pages that will provide the biggest returns for your company. Although your Launch Pad site may not have all the bells and whistles you’d normally want in a finished site, the Launch Pad is new, testable, and data-driven.
There are three main goals for developing a Launch Pad site:
- Launch it quickly in order to make more informed decisions based on data.
- Use your time and money wisely.
- Impact your business quickly since you won’t be dragging out the site launch date as you would with a traditional website redesign.
You’ll be starting small and building from there. By continuously improving your website to meets the needs of your potential customers, you can expect more traffic, more leads, and less risk in comparison to traditional website redesigns. But before you get started, you need a strategy.
Create a List of Priorities
For your next website redesign, you might have a lot of ideas you want to put in place, but you won’t be able to tackle them all at once. When you’re prioritizing what you’ll need for your launch pad, keep these things in mind:
- Hash out your buyer persona. In the Growth-Driven Design methodology, design your site for your persona will improve your user’s experience and boost conversion rate. How do you know what kind of content you’ll need to include unless you give some thought to what your target audience will want to know about your service/product?
- Figure out your assumptions. Use all the data you have about your existing website and marketing efforts (if applicable) to make some guesses about what to include on the Launch Pad site. It’s easy to make assumptions about what you think will work. Knowing what your assumptions are will mitigate risk when you start measuring your site performance post-launch.
- Create a journey map. Put yourself in your buyer’s shoes. Different visitors will be in different stages of the buyer’s journey, and ideally your website will cater to the needs of a visitor in any stage. Think about the different touch points where they may visit your site and what content may be valuable to them whether they are learning for you for the first time or are ready to make a purchase.
- Begin creating a wishlist of ideas essential for your business’s website. Don’t get hung up on how to transfer over existing ideas from your old website. Include ideas that impact user experience, such as design elements, functionality on different devices, and sections explaining who you are and what you do. The Launch pad site should contain 5-6 pages based on the ideas on your wishlist.
- From your wishlist, find the top 20% of ideas that will have 80% of the impact. This is called the 80/20 analysis, and it works to optimize the performance of your website by cutting out the low-impact pages. How you determine what “impact” means is up to you. When we consult with customers, impact usually tied to any site features that will help generate leads for them.
- Make sure you set a deadline for this strategy phase so that you can stay on track with rolling out your website. After you prioritize, the actual site-building will begin.
Be sure to save your ideas that didn’t make it into the “20%” section. We’ll tell you what happens to those ideas in a later blog.
Build the Launch Pad
A typical Launch Pad site goes live 30-60 days after the project begins. That’s a far cry from the 3-6 months it takes on average during a traditional website redesign!
The development part is the same as building a traditional website. You’ll want to make sure your messaging, branding, and design are spot on when you go live.
Watch Your Website Take Off!
Be sure to set up data collection and analytics systems; collecting data is crucial to the Growth-Driven Design process. What are people clicking on? And just as importantly, what are people not clicking on? This data will inform any future changes you make your website. More to come on that.
Take the Next Step
Say no to site overhauls every two years, breaking the bank, and hypothesizing about your site without data. Want to get some helpful advice before you set off to build your Launch Pad? Schedule your free consultation with us today.