Awareness

I am experiencing symptoms of a problem and want a greater understanding

Inbound

WordPress and Growth Driven Design: Building Launchpad sites and tackling Audience focus

The 2 keys to getting started with Growth Driven Design are a launchpad site and iterative changes that first bring in an Audience to your most important pages (landing pages, blog posts, overall conversion pages.) There are further stages such as Providing Value, Improving Usability, and more, but it’s important to spend the full 30 days recommended getting the Launchpad and Audience stages right. While HubSpot is normally though of first for promoting Growth Driven Design, WordPress can be an excellent platform keeping in mind a few important pieces.

The unique challenges of WordPress Launchpad Sites: Focus on Speed

WordPress sites are excellent for A/B testing, a key to Growth Driven Design sites but speed should be one of the first considerations for SEO, your visitors, and almost every consideration. Site loading speed can be one of the biggest issues with WordPress as images can often be missized, or too many and unoptimized scripts. On Hubspot, a hosted platform, a CDN is provided for every file that is uploaded and images are better resized though their default HTML can be more cluttered. Here are a few key pieces to check off when setting up a WordPress launchpad:

  1. CDN Getting a CDN set up is essential to improving the speed, and security of a site. Use CloudFlare or another similar service for a quick install and complete features. Make sure SSL is a part of the CDN and that images are being used in their correct sizes.
  2. Analytics Setup Setting up analytics is much more than just adding Google Analytics code. Goals and paths are essential to getting the right information, and not a data flood, from your chosen analytics. Also, including HubSpot Free can show more detail about visitors.
  3. Modular Layout Growth Driven Design depends on being able to iterate through changes and here WordPress normally excels but it is important that the template chosen or created keeps this flexibility. Too often text is baked right into footers or headers, menus aren't updatable, or worst headers and meta data are too fixed and won't update with plugins.

WordPress is designed to bring in an Audience

One of the big advantages to WordPress comes in the Audience stage. Even self hosted WordPress blogs can show up in wordpress.com searches. Here are a few ways to get your blog out there that aren’t social media:

  1. Search, internal, external Make sure your WordPress blog is showing up in wordpress.com and go through the basics of Google Webmaster tools. Also, make sure to check these at the end of the month to ensure posts and pages continue to be indexed properly.
  2. Comment Starting conversations on other blogs is how wordpress.com grew to be nearly 37 million blogs. Just as Facebook has pages where different people, and brands!, interact, WordPress is a community that you should get involved with and make introductions, carefully, to your own content. The best outcome is for links to be shared and potentially content collaborated on.
  3. Email is more than newsletters Do you have an introduction email you can send to family, friends, close contacts? Do you have a nurturing email that follows after folks have been signed up for a little while? There a number of emails you should have prepared to not only sign up new contacts but also keep in touch with subscribers. Although potentially annoying, email is still an excellent way to keep visitors engaged.

WordPress' flexibility, low cost, and extendability make it one of the best platforms to get a launchpad started but it is important to consider some weaknesses to take into account.

Google Analytics Survey