Your website is your biggest marketing asset and is the centerpiece of all your marketing activities. It is often the first place people go when looking for more information on your products or services. It is the place where we drive all of our marketing efforts and is often the first place prospects come looking for information.
Additionally, your website is also your “best salesperson”. It’s been said that a prospect has already moved through 70% of the sales process before even reaching out to your sales team. Where are they finding the information before talking to someone? – Your website.
As critically important as our websites are, the way we approach building and improving our websites is fundamentally broken.
The Traditional Website Design Process
I love the look people give me when I ask them about their last website redesign project. Most tilt their head back, roll their eyes and cringe in disgust while remembering what a headache it was.
Think back to your last website redesign project you did with your company and ask yourself:
- How would you describe the overall experience?
- What went right and wrong in the process?
- How much time/energy/resources did it take to finally get live?
- Did it get launched on time or on budget?
- After the launch, how much continuous improvement has happened to it?
- How excited are you to do another website redesign?
If you’ve ever been involved in a website redesign project, it’s likely that you did not fully enjoy the process.
The reason that we’ve come to accept the fact that a website redesign is one giant headache is because of the approach we take to build them. The traditional website redesign process is filled with systemic risk and headaches.