Our continuous improvement plans are designed to help organizations like yours make incremental but highly valuable changes to your website and digital marketing strategy over time.
In other words, you don't have to repeat the mistakes that many organizations make by assuming that a ground-up redesign of your website is the only viable option to make gains on the web.
Consider every other online service you might use in a day: Gmail, Instagram, Netflix. How often do these services stop everything to completely reimagine their platform from the ground up? The answer is never. Instead, they continually improve and modify to the point where, ultimately, you see a completely new version of the product. But the transition was seamless, and updates and changes were phased in piece by piece.
What Our Approach Looks Like
Our model for continuous improvement is in contrast to the notion that “the only thing we can do with this site is start from scratch.” We’ve helped our clients continually improve their websites over the span of many years, prioritizing the changes that matter and ultimately revamping the entire site over time.
We take a look at the site from a technology perspective to understand what we’re going to be dealing with from an implementation standpoint. Our developers dig in to understand what it will take to “refactor” the code — continually improving or swapping out components so that the original one is ultimately replaced by a newer version.
Marketing Goals Assessment
We talk to your executive and marketing teams to understand what we really need the website to do. We avoid words like “redesign.” While there’s certainly a design component to what we’ll be doing, “redesign” simply doesn’t paint a broad enough picture. We need to understand how the website fits into your overall brand and digital marketing strategy. We’re building a measurable, data-driven customer journey, not a brochure. And if you’re of the opinion that “business doesn’t come to us from the web,” that’s because you haven’t been doing it right. The whole world goes to Google first when looking for a product or service, and once they land on your website, you have to offer a curated experience to get them to interact with you.
Working alongside your marketing and executive teams, we'll draft a continuous improvement plan with month-to-month milestones that our team will execute on, including search optimization, conversion optimization, customer experience, and marketing automation. From end to end, you'll find that our process is driven by market intelligence, which helps you prioritize the changes that will have the most impact along the way.