The Evolution of a Website (See the Changes in Madwire® and Marketing 360® Over the Years)
September 14, 2018
Website design and content are not static entities. To stay modern and relevant, a business website must be periodically updated. Here’s a look back at the evolution of the Madwire® and Marketing 360® sites. In less than a decade, we’ve undergone several major changes.
Here it is. 9 years ago, this was the Madwire Media website (the main site for what is now Marketing 360®).
Features of this design:
It was a static, coded website with no content management system (CMS).
It had no mobile functionality.
It was (as you can see) text heavy. You’re immediately hit with long paragraphs to read.
There is redundant, location-based keyword usage at the top of the page; it prioritizes SEO over user experience.
The use of colors and images are clunky and feel random.
Now, 9 years ago this was well-designed website – certainly better than most. But imagine if you were looking for a website design or digital marketing company today – and you found this website. You wouldn’t even consider working with us.
The next iteration saw considerable improvements:
Notable Improvements:
Use of video content.
Improved content flow with better positioned calls to action.
Better use of portfolio and review content.
More professional color scheme.
Less text heavy.
Since there was no mobile responsive technology available, we had a mobile version of this site designed (an expensive process, but necessary).
At the time, this was a killer design. It was the starting point for strong lead-generation.
However, in 2013, we had a branding shift. We started to market our marketing software solution, Marketing 360®, which required a new design:
This homepage uses long-form content style to keep visitors engaged.
Notable features:
Superior use of layout, colors, and directional cues.
Better graphics and content flow.
The use of stock photo with the business owner/testimonial (not something we’d do today).
Even though there is a lot of content, it’s broken up in digestible bits.
There is an important plot twist in this part of the story. This website design and content layout did not convert particularly well.
The problem is that the main call to action, which was to download the video guide, simply didn’t have enough immediacy in terms of customer need. It would convert people doing research, but what we really wanted was to convert people who were ready to hire a marketing company.
This design didn’t last long. After only a year, we moved on to this design:
This design funneled visitors into requesting plans and pricing as a call to action, which was a winner.
With this homepage, you notice how much less text there is compared to previous iterations. It does funnel into pages with more content, but it has a much better flow.
This design really reflects the impact of mobile. This is the desktop version, yet it’s easy to see how much easier it would be to scroll through this content on a phone.
The first website design from 2009? Impossible to use on a phone. Most of the other versions also not compatible.
Our most recent version of Marketing 360® is a culmination of our vast knowledge of conversion-based website design as well the growth of our solution.
We have a lot of text and video content – because our comprehensive solution has technology that includes a CRM, Email software, and payment solutions.
We’ve also continued to build off and understand of our customers’ needs. Business owners who align with our solution want to outsource the work; they want us to do the heavy lifting. We integrate that message into our content:
We also know that reviews and testimonials are more important than ever. We added more links and references to our reviews, and use testimonial videos, images, and statements throughout the website.
The Living Website
The point of showing you the “evolution” of our website is to make clear that a business website is not a static piece of marketing collateral. Content changes and total redesigns make website design a process rather than a one-off project.
Here is another example that shows how the Netflix website evolved over time.
We’ve tracked results on our new design and on the KPI of conversion rate, we’ve seen a big jump. The 180 days before the design, the conversion rate was 3.31%, and in the past 180 days it’s 6.36%. A strong improvement.
As a website design company, we need – and have the resources to – update our website more often than the typical business. Our own site is also part of our work portfolio, so it needs to be top-notch.
But this is an example for every business to take in. If it’s been 2009 since you updated your site, chances are it’s now costing you business, if for no other reason than it’s not mobile responsive.
Websites are digital assets, so they’re susceptible to the pace of digital change, which we all know is lightning fast. A few years old can suddenly become badly out of date.
A website must create a sense of trust. Having an updated design with clear, relevant content is the most effective way to earn trust – and new customers.