Anyone who has been through a traditional design-led website redesign process will know it can be stressful and time-consuming, often running over time and budget. Often, the website does not perform well, so two years later, you end up biting the bullet and redesigning it all over again. However, the design is often not the problem; the problem is that your content may not be relevant to your audience.

In the article below Don Purdum likens website design to Star Wars I, The Phantom Menace: "What a visually stunning movie. There were some great action scenes and moments that left me feeling in awe. But, I kept waiting for the moments that connected the visual appeal with the emotional plot, and it never happened."

Have you created your own CGI wonder world on your website? Your website needs to do more than just be visually appealing. You need a robust content strategy to back it up. This is where, amongst other key elements, buyer personas come in. 

To gain more traffic and convert that traffic into paying customers or clients, your content needs to be relevant to the person visiting your site. 

HubSpot’s software takes this one step further with their Content Optimisation System which delivers “Smart Content”, or content that is intelligently personalised to your customer’s needs. This enables you to deliver content specifically tailored to where a prospect is in the buying process, or content targeted to people the very first time they visit. 

A good way forward, if you have a visually attractive, yet underperforming website could be to adopt a Growth Driven Design (GDD) approach.

GDD focuses on three main principles:

  1. To minimise the risk of website redesigns - by taking a systematic approach to shorten the time to launch, focusing on real impact and continuous learning and improvement.
  2. To continuously learn and improve - on a month by month basis, constantly researching, testing and learning about your visitors to inform ongoing website improvements. 
  3. To use the findings to make informed decisions - GDD is tightly integrated with marketing & sales. What we learn about visitors helps inform and improve marketing and sales strategies & tactics (and vice versa)

If you've identified that your content is the problem, you could base your initial tests on specific content offers aimed at your buyer personas, measure the results and feed them back into your overall marketing and sales strategy.