How to ensure smart design

Beth French

Beth French

Is your website your biggest marketing asset? No?

It should be at the centrepiece of all your marketing efforts, it’s often the first place look for more information on your services.

Traditional Website Design

“Website re-design” two words that spark trauma and nerves in a lot of business owners and marketing teams minds. Generally speaking, people think that there is a large risk associated with a traditional brand and website redesign leaving businesses vulnerable. Sound familiar?

Your traditional website goes through a simple waterfall process - design and test & build – then… leave for two years. But do we actually do this with anything else? No, so why should we be neglecting our website? It is be your best performing sales tool, and if its not keep reading. 

Your users are evolving and engaging with the web in more unique ways as technology and brands are more advanced and building new and exciting experiences.

Traditional website design has the following risks:

  • Substantial upfront costs
  • Large time &and resource commitment
  • Over budget, not on time, not flexible
  • Subjective to design and no guarantee it will improve performance
  • No updates after going live

What is Growth Driven Design?

Growth driven design is a new wave of delivering results and bringing measurable business value through the power of design. It is smarter, agile and data driven, minimising the risk that traditional website design may hold. The end result of GDD? A high performing website that you and your users will love!


Hubspot GDD article-02


Why is Growth Driven Design Smarter?

GDD succeeds from making informative decisions to improve the performance of your site, integrating not only with your marketing team but every part of your business. GDD is a smarter way to think about design:

  • Minimise risk associated with traditional website design - taking a systematic approach to shorten the timeline to launch, focussing on impact and continuous improvement
  • Learn & Improve – constantly researching, analysing and learning about your visitors to unleash peak performance
  • Reduces frustration – streamlined agile process based on goal driven sprints
  • Helps the entire company to understand their users and how they can personalise the buying circle


Hubspot GDD article-01

The GDD process

The GDD process is broken up into three major steps.

  • Strategy - developing an empathetic understanding of your audience, to understand how to solve their problems along their journey
  • Launchpad – a starting point, the foundation your website will be built on. It’s not the final product and will be improved upon based on data driven decisions.
  • Continuous improvement – applying improvements based on the data collected
  • Then repeat the same circle again and again using different goals based on the changes made previously.

You can find out more about Growth Driven Design, and how you can implement this in your next website project by calling 0113 237 5100, or filling out our form here