Website design is kind of an interesting process. Currently you design the site once every three to four years. It takes a long time to get the new site up, usually twice as long as originally quoted. Once up the site looks awesome! Then year two rolls around and your website has a few features […]
Website design is kind of an interesting process. Currently you design the site once every three to four years. It takes a long time to get the new site up, usually twice as long as originally quoted. Once up the site looks awesome! Then year two rolls around and your website has a few features that are a little outdated, but it is still better than a lot of your competitors. Year three rolls around and you realize it isn’t scaling to tablets right, but it’s okay for the most part, then year four comes and you realize how many updates on video quality there have been the last few years, and by this time it is so dated you know it is time to go through the process again. Six months and a lot of cash later, you get a new site! It seems like there has to be an easier way.
The way to do that is growth driven website design. This is a web development process pioneered by Hubspot, and a great way to get your site up quick and then add improvements to it.
The core concept of the design process is to get a good site with new branding up quick. This site is way better than your current site, but maybe doesn’t have all the bells and whistles that you could have right off the bat.
Then you keep improving the site, adding one or two pages or features a month. You start adding cool new features and test them as the site grows.
The advantage of this over traditional web design is many-fold. First off, you have an initial lower price point than your traditional site. Second, you get to look at what your users are truly doing rather than guess. Then make changes to your website around contacts your users want, and in formats that they will use.
For us as a marketing firm, the process works like this. Once we get a client on board we will look at what they really want to have for there site. Together we will sit down and brainstorm everything under the sun and come up with a wish list of the best site ever. Then we take that list and scale it down into things we need to have right now and things that would be nice to have.
We get cranking on the things we need to have to get the site functional right away, when that happens the site is up and ready to go. Afterwards we get you on a marketing retainer contract and one of the the line item services is continuing improvement on your website, along with offering a few other marketing services like blogging, and running some email and social media campaigns.
The reason it works better doing it this way is that if you have a promotion coming up for your pharmacy, you can change the call to action sidebar on your website, write blogs about the event, and send out email and social media messages about the event all at the same time. Using these different channels allows you to effectively communicate what is going on across all channels.
Also then we can look at adding the key features you want to add one at a time. The direction we move here is up to you, but one thing we like to use in-house is see where people are spending the most time on the page, and then look at optimizing their page. You can also look at which blogs are getting the most responses and add pages that focus on those items. There is always cool new features you can add to your website, and the technology is always changing. A website in this day and age is truly your number one sales tool so it makes sense to be spending time every month focusing on it.
Finally, we are getting a lot of pharmacies talking to us about doing online prescription ordering for delivery. In setting this up you need to make sure that you are really looking at doing what the customer wants and setting up awesome back end systems. There are going to be bugs setting up this process, and we will need to be doing continual testing to make sure that forms are working, we are driving traffic to the site, and getting your clients to use it. If we do traditional design and launch the site in it’s completed form and then don’t touch it for a few years, we won’t have the chance to design the program in the easiest to use format for you and your customers.
So that’s it, they new way website design is done by progressive marketing firms. If your site is up for an upgrade let us know, and we would be happy to work with your pharmacy on getting one up and running for you. For more good info on how your website is performing check out this ebook we wrote on the subject. It goes over some tools you can use to check your site out, and a few ways to make it better.
Thanks for reading and have a great day!