The LEGO Website Approach

A well-built website is one of the most important aspects of any modern business. It’s the foundation of your entire digital presence and the hub to which your other marketing materials direct. A properly built website isn’t just a good-looking storefront, it’s a strategic asset that can improve the efficiency and profitability of your entire company. You need a site that’s lean, responsive, and easy to modify. Here’s why.

A Strategy Built on Competence

How can we build a website quickly, simply, and with ease of use at the forefront? By doing our homework first. A website is not a one-off project. It’s tied in with the entire ecosystem of your business and your brand. As such, the principles that dictate its design need to be based on the fundamentals of your brand and your customers.

We’ll start with buyer personas — idealized versions of your target customers. By digging deep into who your customers are, their needs, and their priorities, we can tailor your site’s content and design to maximize its appeal to the right people.

The next step is to outline the buyer’s journey. Every customer arrives at a purchase decision by a different set of steps, but there are commonalities between groups. Some prefer to read blogs or whitepapers to conduct research, while others learn more from a live demonstration or other users’ testimonials.

Finally, we can take lessons from years of prior work in user interface and user experience design — every pixel of design and every link of the sitemap matters. The pathways by which your visitors navigate your site, the size and color of each button, and each element’s functionality aren’t arbitrary. They’re based on careful research and usage data. With so many enterprise-caliber websites under our belt, we can build a website composed of the best brand elements to serve your customers.

The Problem With Page Builders

There’s no shortage of website builders available — names like Squarespace, Wix, Divi, and others claim to have you up and running with a new, modular website in a matter of hours. But these page builders aren’t as intuitive as you think, nor do they offer the critical marketing expertise that ensures your website is serving its purpose. Many companies enticed by the relatively low cost and apparent simplicity find themselves running into significant problems down the road. For example:

  • Intuitiveness: Most page builders start with templates. The templates are perfectly functional in their own right, but they’re also inflexible and harder to set up than they seem. It’s not merely a matter of dragging blocks onto a page. Users will also need to know which blocks should go where, how they should link together, the optimal format of a page, and so on. Page builders can’t offer that insight.
  • Inflexibility: Users who want to change aspects of their template find themselves running into significant barriers. Template designers might build functionality for basic changes like colors, padding, and a shortlist of web fonts, but any changes beyond that aren’t supported. WordPress templates generally allow edits via HTML and CSS, but the technical knowledge to code a website module from scratch is beyond the average c-suite executive or marketing manager’s expertise.
  • Effectiveness: Dragging and dropping blocks onto a webpage is, unfortunately, how too many users start the website building process. The reality is that the technical development of a website is the tail-end of the building process. An unavoidable truth is that unless your website presents an expertly crafted brand, a carefully tailored messaging hierarchy, and a deliberate user journey, it simply will not be effective. These steps dictate your building process and trying to move forward without them is a surefire way to launch a website that fails to achieve your goals.. 

The Modular Website Done Right

When you commission a modern, modular website from a professional developer, you’re combining the best of both worlds. Rather than starting with a rigid page builder, we build a custom site foundation and design marketing-oriented page layouts tailored to your customers’ exact needs. Each page element is then developed as a flexible, reusable module that is incredibly easy to update and insert into pages as your business evolves.

Speaking of evolution, the days of lifeless “brochure” sites are long gone. You need to make changes to your website on the fly when you launch new products, offer sales promotions, or want to change the appearance of the site, and you don’t want to wait in your digital agency’s queue for a week to make that happen. We set out with the goal of building beautiful sites that help achieve business objectives while also allowing you to make changes simply whenever you need.

With a genuinely modular website, you’ll be able to duplicate existing landing pages using the layouts and site elements that have already been time-tested by our user data analysis. You can create new pages that are as simple or as complicated as you need, modify existing pages, or change the site map entirely, all without any coding knowledge or research required.

The Bottom Line

Custom website building is an investment, but it’s worth it. Your website is the best salesperson at your company — it’s a wealth of information, it never takes a day off, and it’s the hub of every piece of marketing material you publish. You need your website to be the most functional, responsive, and flexible tool at your disposal. A bespoke, modular build is the way to achieve that.

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