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In my last post, Unleashing the Power of Customer Centricity, I shared that Solution Wolfe is taking on a bold experiment leveraging product-led growth techniques starting with customer centricity. To pick up where we left off, let's start with the experiment. I want to note that this experiment is a passion project and not being completed for any monetary gain or reason. The purpose is to share my experiences as I've been told my experiences and lessons learned along the way are valuable. This experiment is an effort to deliberately create replicas of some of those experiences in real time. With that said, what we do here may not work, but we will learn a lot either way. And I think it will work 😀
Objective 1 - Minimize Friction from the Experience
It's hard to show value if you are hiding it behind your homepage. The key results on this were 1) a tactical bet - no more than 1 click to get to top content from home page and 2) Content traffic increase 50% one month after new UI launched
The first iteration of home page is ready for feedback.
Homepage 6/25
Homepage 6/28
How to get from 6/25 to 6/28
Hubspot makes this super easy once you figure out which template you want to go with. I had to do a template change to make this work so now... I'll need to change the template of the other pages for consistency and I have a feeling the blog re-work is going to be rough. I started out with the Sprocket Rocket Theme and transitioned to the Accelerator theme. The reason for the change is that the layout of Accelerator offered a better experience with the blog content on the home page.
This takes me to the reason why I chose Hubspot among the many other website builders I demoed after switching from a custom website. I loved the company I worked with to build the custom site (still leveraging all of the style guides and logos!) but having access to the make changes on the fly was super challenging and costly. I needed to have the tools in my hands at all times with the skills and budget I have. Most website builders force you to make a trade off. You can have a simple web page builder that lets you create content quickly but has no tools for folks who code or you can have a legacy website builder that is extremely extensible but is inaccessible to non-technical folks and semi-technical folks like myself. Making a choice between a technical or non-technical website builder will slow you down as you look to grow your business.
If you want to grow your business through your website, you need a website builder that both marketers and developers can access. HubSpot’s free website builder is accessible to developers, but is built specifically for business leaders and solo-entrepreneurs who want to quickly make edits to their website. You can take ownership of the site -- updating the look and feel of your website as you see fit, without being restricted by the cost of a developer. It’s a risk-free way to grow your business — and requires no budget.
Platforms used to drive this objective:
- Hubspot for building the website
*If you decide to purchase Hubspot through this link, you'll be eligible for a 14-day trial, and we'll receive a small commission. - Atlassian for brainstorming with Confluence and tracking the tangible work in Jira
Next post I plan to share baseline metrics to track as the experiment continues. Looking forward to hearing feedback :)
