Growth-Driven Design For B2B Tech Companies: Evolving Your Website for Your Audience

By Pete Czech

Growth-Driven Design For B2B Tech Companies: Evolving Your Website for Your AudienceNew Possibilities Group

Using growth-driven web design for B2B tech companies might sound experimental when you consider this design concept is still new to the B2B industry. Yet, it's the best possible approach since many B2B businesses have to evolve to suit their buying audience. If you own a B2B tech company, you already know how much competition you're dealing with and how difficult it is to keep buyers loyal for the long haul.

Without long-term buyers, you'd have to scramble at the last second to revamp your website to attract new leads. With tight budgets, this isn't always possible. Besides, you're probably not planning to update your website anytime soon.

By using growth-driven design (GDD) methods from the start, the above timeline changes dramatically. Rather than create a design all at once and be forced to live with it, growth-driven strategies evolve your site over a period of time to align with your audiences’ needs.

When selling your tech products to businesses, this can work to your advantage in numerous ways.

Getting Prepared for Growth-Driven Design

When you apply GDD principles, it works in two phases: Strategy and launch pad. Your beginning strategy has to come in creating customer personas and seeing what kind of tech products businesses really want from you. This can go into more thorough territory about demographic age, typical buying habits, and even how much money your audience makes.

While you'll do the same thing above for a standard website, GDD strategy works slightly differently. In addition to the personas, you also need to create a wish list of things you'd like to have on your site down the road.

Before those goals can be met, you have to get your site going and do some targeted experimenting.

Getting Your Site Live Faster

What makes GDD so different is your site goes live soon after getting your basic ideas in place. Although this may sound rushed, you'll do some audience testing to determine how visitors react to the content you've initially provided.

In many ways, GDD compliments agile marketing, which has a few similarities. With agile marketing, you get all your B2B departments together to brainstorm for ideas and research. This saves time and gets a website up and running quickly to gain the immediate benefits.

Testing and Analyzing What Your Buyers Want to See

Your first test and analysis should always determine why people are visiting your site. Are your tech products different from what's standard in the B2B industry? Do you have a particular feature (no matter how minor it is) that attracts buyers?

Also, study what the value proposition is on your site and with your products. Looking into what buyers think is valuable can give you immediate ideas on how to improve your web content. That even means the approach to the blogs you write to cater to tech businesses.

Next, find out how your audience accesses your site. Being already tech-minded, they may use more sophisticated devices, especially mobile. This can tell you a lot about what to do next.

Ongoing Improvements

Through this phase, you'll go through sprint cycles and redevelop your design in monthly intervals based on the research you gathered above. To save time, you can dip into your earlier wish list to get ideas implemented quickly without having to spend time building from scratch.

Afterward, you'll have done double duty in creating a more relevant site while gathering valuable information on your customers you can continue to use. As a result, your B2B site can stay continually fresh through buyer changes and industry evolution.

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