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Stop Relaunching Websites

Stop Relaunching Websites
Submit your information to learn more about the best approach to maintaining your website

Is your fancy new website a waste of money?

Websites are the most critical part of the marketing strategy for Destination Marketing Organizations. A campaign, with a goal of driving traffic to the site, is only as successful as the experience a visitor has on your site. To make the biggest impact, it is integral to provide new and update old content and adjust elements of the layout and design based on data.

The way traditional websites are normally built is similar to publishing a book. We believe the process should be agile, to suit the digital medium. Traditional website design timelines move too slowly. By the time the site is finished, parts (if not all) of the site are in need of updates. We’ve found that our partners need a way to quickly and dynamically make updates and changes to their site. This is why Madden recommends Growth-Driven Design as the optimal solution for DMO websites.

Long development and deployment cycles are a thing of the past with Growth-Driven Design. Instead, we continually work on your website to keep it up-to-date. Here’s how it works:

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Strategy

Make a plan—what do you want your new site to accomplish?

Strategy is a key starting point for any website development project. Knowing who your audience is and what they want on your site is critical to maximizing the site’s potential. By writing down a comprehensive strategy before you get started, you build a foundation on which your site can grow. When beginning a website development project, we utilize a strategy worksheet built exclusively for DMOs to start the conversation. We then propose an initial strategy and review it with our clients, incorporating their knowledge and expertise to create a site that responds to their needs and goals.

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Action List

The to-do list for your new site

Through an agile, Growth-Driven Design process, we collect all of the items you want to do to make your site better, then we prioritize them into an 80/20 action list based on your strategy and goals. The 80/20 analysis prioritizes working on 20% of the action items that bring 80% of the impact. After these items are prioritized, we can review the smaller list and break them into “must have” vs “nice to have.” If it’s a nice to have, we can put it back in the list and keep it there as an action item for the future. This allows us to get to work on the highest priority items first.

Launch Pad

Build the foundation

Every house needs a foundation—a website’s foundation is a launch pad. The launch pad is a base website that looks and performs better than the old site, but is by no means the final product. It’s a starting place to build on and optimize. For most DMOs, we feel that building a Launch Pad just doesn’t work. Condensing the site down to a few, most important pages, for a DMO is an almost impossible task. So our process is, for DMO websites, to create a strategy based on the action list and just get started making updates in a continual improvement model.

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Continual Improvement

By the time you’ve updated your site, the internet has already changed

We tackle your action list “must haves” by working in continual two-week sprints. This helps you see results fast and allows us to measure the progress and success rate of smaller incremental changes to your website.

For example—let’s say that your action list includes an item to increase newsletter sign-ups by 20% over six weeks. We'll create a strategy to drive traffic to the sign-up page and convert visitors during a single two week sprint. Then, after the changes are live, we monitor the progress of the KPI to see what can be improved. From there, we refine the strategy and tactics in subsequent sprints. By continually learning and improving on action items, your website can function at optimum efficiency for your business and marketing needs at all times.

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14% increase in traffic over 6 months
48% of people cited design as the determining factor for the credibility of a business.
79% of users will search for another website to complete their task if content is not optimized.
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