Every two or three years, companies undertake their website redesign project. I can already imagine the groans in the conference room. Why is website redesign such a headache for so many businesses?
At DuBose, we prefer to use the Growth-Driven Design. We want to thoroughly explain why it is that we choose not to use traditional methods of web design. So if you’re interested in learning why traditional design is broken (and maybe why you should consider checking out GDD with DuBose!), read on.
The traditional redesign process comes with a lot of pressure and angst. These projects are usually designed as a one-shot, occasional project; that means that the site has to be perfect the first time. With traditional website design, the first time is pretty much the ONLY time. Realistically, we don’t think that this approach is very practical. Especially in a field like website design and development, which is arguably one of the fastest-changing industries out there, the “one and done” approach just doesn’t cut it.
Change is constant. We know that in this web design industry, technology and trends are ALWAYS changing and updating. Trends almost never stay the same with regards to technology. User’s preferences are constantly evolving, which means that you have to adjust your approach to the user experience. Search engines are also changing the way that they are finding relevant content for users, so your business has to be ready to accommodate that. You need to be agile and able to adapt to “the times” at any given moment. Traditional web design makes adapting difficult.
Traditional web design is also incredibly costly, both in time and money. It is a huge upfront financial commitment, usually in the range of $15,000-$100,000. For smaller businesses, this pretty much makes a web redesign impossible, as they simply cannot afford the upfront expenditure. To some people, the idea of paying for something upfront is appealing because you don’t have to worry about recurring or follow-up costs. But don’t be fooled: there are hidden costs to traditional web design, too. Once your site needs a software update, you have to cash out for that too. Even though it’s a one-shot deal...it’s kind of not, a lot of the time.
There’s also the issue of time itself. Redesign efforts are usually anticipated to take three months. That’s a big chunk of time to devote to a project all at once! Businesses often struggle to redistribute their resources to accommodate for the big redesign project. And to add insult to injury, most traditional redesign projects end up missing their launch date. Between this and the upfront monetary commitment, traditional redesigns are very risky.
Take a look at this graphic. The long straight lines represent periods when your site is not growing. Even this outline is the perfect, ideal result of traditional web design. Most redesign efforts go over time and over budget, while still not making as much progress overall. This is usually due to all the design aspects, development and content writing that goes into the project.
Finally, and perhaps most importantly, traditional web design is based on assumptions. Any design work is subjective; there is seldom any tangible research or data that factors into the traditional approach. This also means that there is guarantee that what you launch will perform. And even if the team does come up with an effective strategy, there’s no way for anyone to know until it actually launches. And that can be nerve-wracking. But either way, it’s a moot point: with traditional web design, there is no room for incorporating any of the data that you gather about user engagement post-launch.
But don’t be alarmed. There is a better way, we promise!
We love Growth-Driven Design, and we want you to love it too. As you can see from the second graphic, GDD is built with continuous improvement in mind. Overall, as the data proves time and time again, it is a much more effective approach to website design. With GDD, you’ll be saving money with the retainer-based plan; your launch pad site is launched twice as fast; and with the research that you collect from your data analyses along the way, you will be learning more about your users, developing your content accordingly, and ultimately building trust. And when you build trust with your users, you generate leads, which turn into customers. There’s a whole science to this method - just go check out our other blogs to see!