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There has been a drastic change in the way people at the top of companies view their websites. Instead of a ‘set and forget’ mentality, they are constantly looking to improve their website to increase results.

Most marketers agree that their website is an essential part of their business. However, only 42% improve their website more than once a year.

Too often, we try to do it all at once when it comes to improving our business website – think of projects titled «  website refresh  » or «  new website  » – the launch of the website marking the end of the process. The top performing websites flip this pattern on their heads, treating the launch of their site as the start of the process.

Why do you think websites like Amazon are completely different than they were five years ago, or even a year ago, but you’ve never noticed a «  large scale update of their site  »? This is because they often make small tactical changes to improve the user journey, making the website a more effective tool for achieving business goals, such as revenue.

The traditional website template is broken

Traditional website designs produce bad results. It’s not because there aren’t great people working on the project; this is because the project stops after the website is launched. The company then holds the marketing and sales teams accountable for the success of the website, with very little change, data under review, or user experience testing performed.

So what’s the answer?

Growth-Driven Design (GDD) is a website project framework that focuses on building a website that thrives on user data, enables continuous improvements, and focuses on achieving your business goals. .

GDD vs traditional websites
Source: HubSpot Academy

The GDD process

GDD is a website project divided into three main sections: Strategy, LaunchPad, and Key Enhancements.


This project framework only works if you have goals in place. These objectives must be specific and measurable and, above all, have a direct impact on the success of the company.

Examples of goals could include:

  • Generate 100 qualified leads per month
  • Generate £ 100,000 in sales per month

These objectives are specific, measurable, attainable, realistic and time-bound (SMART objectives).

Examples of what your goals should not be:

  • I want the website to be better than our competitors’
  • I want people to know what we are doing as soon as they land on our homepage

While both of these sound great, they are not very measurable, do not directly improve business success, and are often wise.

Once you’ve defined your goals and spent the time fully understanding your customers through the creation of personality models, you can reverse-engineer those goals to create the broad targets needed to shape the actions you want. your team should perform for the scoreboard.

GDD Strategy

Launching ramp

This is a website that looks and works better than the one you have today, but is not the finished product. The point of GDD is that you will never have a finished project, but a constant project of improving what you currently have to improve it and allow you to achieve better results over time.

A HubSpot Study has shown that launch pads are often launched within 60 days, on time, and improve with real data. Whereas a traditional website takes 108 days to launch, is on average two weeks late, and is forgotten once launched.

How beneficial would it be to have a new website in two months? Want one? Write to us today.

GDD Launchpad

Key improvements

Once your dashboard is live, you can now start analyzing real user data to make continuous improvements and achieve better results.

It is at this point that your analytic team and CRO The team can collaborate to really start pushing the boundaries in terms of what’s possible with your website through a range of A / B testing.

GDD key improvements

Benefits of GDD

To assess the advantages of GDD over the traditional model, our award-winning web team have gathered a few of their thoughts below:

  • You can spread your website budget over time
  • Launch an improved website faster
  • Data-driven decision making for better results
  • Continuous improvements allow you to be agile in the face of changing customer demands
  • Pleasant for everyone involved because the priority is to achieve common goals
  • More leads and revenue with faster dashboard delivery


The best performing websites keep evolving over time, rather, they are created and optimized for the sole purpose of generating favorable results for your business.

This is done through a process called Growth-Driven Design, also known as GDD. This puts more emphasis on strategy and goal setting, allows an improved website to be launched within a six week window, and continuously attracts expert attention to improve the results the website generates for your business. company.

« GDD puts your customers and their journey at the heart of the process, focusing on what they need, not what you think you need. It does this by taking a data-driven approach aligned with your business goals and quickly putting a site in front of your customers so you can hear what they have to say. « 

– Jon Martin, Technical Director at Hallam

We are a full service digital agency, with a team of GDD certified specialists. To set up a call with one of our specialists today to find out more about which websites are driving results, click here.


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