When we attended HubSpot’s ‘Growth Driven Design’ workshop in Dublin, it lit up our brains like one of those bulb-above-the-head stock photos. Your website should be your best salesperson, always working, never calling in sick or spending the day grinning through a hangover.

1. Redesigning our HubSpot website with growth driven design

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Introduction
When we attended HubSpot’s ‘Growth Driven Design’
workshop in Dublin, it lit up our brains like one of those
bulb-above-the-head stock photos. Your website should be
your best salesperson, always working, never calling in sick
or spending the day grinning through a hangover.

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Don’t forget
to look after
your website
But it's always the way. You spend so much time looking after
your clients that you forget to look after yourself. After doing
some great work, the referrals started flooding in, and suddenly
your own lead generation seems less important than it was in
the beginning.

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Introducing
Brian So our website (let’s call him Brian) became neglected, stuck in
that two year post-redesign rut when everything else seems
more important and he slips to the bottom of the pile. Sound
familiar? Well, we’re pleased to reveal there is another way.

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Brian could
be our best
salesperson
We fully expected Brian to be our best salesperson,
despite the fact we don't pay him a salary, make him
coffee or ever invite him on our team nights out.
Instead, we hand him a stack of brochures on the
money-saving benefits of double glazing*, slip him a
briefcase full of money and push him out the door,
hoping he comes back with some orders and has enough
budget left by Christmas to buy those new bikes for the
kids.

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Brian is
getting lazy
So of course, Brian gets complacent, he stops working as hard for you. After a while, nobody
wants to talk to Brian because he hasn’t showered in weeks and seems to have watched every
series on Netflix. Doesn’t sound like your best salesperson, does it?

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Growth Driven Design (GDD) encourages you to give
Brian some love and attention. Not so much that
you’ll get in trouble with HR, but enough to keep him
motivated. You’ll consider what his priorities are and
assign him small, achievable tasks each month.
You’ll listen to his feedback on how the
conversations with your customers are going, and
give him better brochures (or one of those calculators
with the extra big buttons) as a result.
Outbound
is on the
out We
love
you Brian

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It all starts with a strategy session. We thought about
what we wanted Brian to achieve, what was holding him
back and what we’d love him to be doing for us in the
long-term. We made some fundamental assumptions
about his customers, based on our ideal personas and
data we already had on how people interacted with him.
Brian needs
a strategy

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With a lot of this information already buzzing around our collective brains, it only took a few hours
around a whiteboard to define what the opportunities for improvement were. Below, you can see
how we tried to get to the crux of what questions we thought our personas most wanted answers
to.
Take it to the
whiteboard

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Brian
needs a
makeover Those opportunities formed a wishlist of ideas, which
was accompanied by an educated guess of how long
each idea would take to implement. Next, the
prioritisation exercise. Use the 80/20 rule to look for
the 20% of items that will produce 80% of the impact
and value for the site. We know Brian could do with a
full makeover, but just giving him a new suit and
cufflinks would still produce a big impact in a fraction of
the time.

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In real terms (rather than overstretched analogical terms) this meant focusing on our homepage first.
We knew that the message being delivered to customers could be stronger, we knew the
call-to-action was too hidden and we knew that the design was not truly reflective of our brand.
It starts with
the
homepage

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Solving those three core problems made up the first sprint of our GDD project. We identified the
proposed change, decided which personas it was targeted at (in this case multiple personas, as we
are going to include personalisation with HubSpot), what the expected impact will be and how we are
going to measure it. This was all backed up with the 12 months or so worth of data we have collected
in HubSpot from the current design.
Get sh*t
done

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Set
achievable
aims
With client work taking up the majority of our available
hours, we set a homepage redesign as an achievable aim.
Everything else that came out of the brainstorm stays in
the wishlist for the next sprint.

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The most important concept to take
from all this is that the homepage
redesign (which we’ll talk about in
part 2 of this series) will just be the
first iteration of our new and
improved site, it’s 'the launchpad' in
GDD terminology.
The eagle
has landed

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What we come up with here will, in theory, improve the performance of our website, but it will likely be
unrecognisable several sprints down the line. Honestly, Brian will be bloody knackered (but in great shape
and performing well)**.
Brian is
pretty
knackered
after all of
this

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Want more information? Get in touch.
BOOK A MEETING WITH US

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