Evolution Design


Imagine this. A Design Methodology which focuses on launching a website quickly and improving it over time, basing decisions on data (instead of blowing your budget on a complete website design/makeover and waiting months to see an ROI)


In the past, website design & redesign projects almost always followed the same trajectory.

First, a business would identify the need for a redesign and begin to research their options. Once the team decided on an agency or design firm, they'd convey their needs and expectations.

Three months later, they'd launch the new site.


This process seemed to make sense, that is, until Evolution Design happened.

So, what is a Evolution Design?

Let’s get you started with a brief intro.

"Evolution Design" is a fusion or marriage of sorts between site redesign and marketing, where the two goals become one.

Let's talk about the biggest Evolution Design benefits compared to traditional website here and then decide if this is for you.


Traditional Website Design Approach

In a traditional website design cycle, you build a website, and let it pretty much just sit for the next couple of years or so. Eventually someone in the business recognizes the need to redesign the site, and then they go find design agency to make some changes to meet the business’ needs.

This would begin a three-month (or longer) design project, at the end of which you have a shiny new website that is built according to the design agency’s best practices. This process repeats once every few years.

The problems with traditional web design projects include:

  • High Costs. The cost of a traditional website design can run a company anywhere from $1k to $100k. Cost is affected by many factors, such as size of the website and the complexity of the design. This assumes the design project doesn’t go over-budget.
  • Long Development Cycles. Generally speaking, you can expect to wait at least three to four months for a full website design project to be completed. That’s a painfully long time to wait for changes to be made to an outdated design, or for a new site to go live. During that time, your new website design that you’re paying so much for isn’t generating any results for you.
  • Web Designs aren’t Built Based on Actionable Data. More often than not, your design agency will build your website based on a set of “best” practices that they have learned from designing other sites over the years. Unfortunately, what works for XYZ company in some other industry might not work so well with your industry’s clients.
  • Long Wait between Updates. Traditional web design is, as we mentioned earlier, expensive. So, it’s only reasonable to want to wait for a while between updates. On average, there is a 1-5 year gap between website redesigns for most companies. During this time, the website stagnates, failing to adapt to the ever-evolving needs and expectations of prospective clients.

These issues can pose an enormous problem for companies, making the whole prospect of redesigning a site less than appealing for many.


Evolution Design Approach

The Evolution Design (ED) approach to website building is fundamentally different from the traditional approach.

First, the ED approach emphasizes shorter development cycles, aiming to provide a functional “launch pad site” within 1-2 weeks of kick-starting the project.

How is this possible? Rather than building out the entire website in one go, the ED approach to web design has the dev team creating a smaller site that incorporates the 5-6 pages that will provide the biggest results for your brand.

Now, some of you are probably going to say “That isn’t a finished project!” and, you would be right. The key to Evolution Design is that it is a continuous process, where you start small and keep building/modifying/evolving your website based on results data.

The design project doesn’t end with the launch of the "launch pad site". With ED approach you never stop building your website. It's a monthly activity that becomes a regular part of running your business. Much like the organizational monthly habits of financial invoicing and reporting you'll be in the habit of launching new pages that attract your buyers persona, convert leads, and delight costumers.

That means, there is no 1-5 year wait to see if the new design is generating leads, you check for results and implement changes every few weeks.



First, we'll identify your buyers persona.

Who are your ideal costumers? How old are they? What gender are they?
What are the top 5 reasons your ideal customer will visit your website? How do you want them to feel when they interact with your brand? Safe and secure, edgy and excited, exclusive and cool, like they belong?


Then, we'll make make a wishlist of what information and tools should be on your site. From that list, we'll figure out the 20% of functions that drive 80% of the action, and include them in a “Launch Pad Site". The Launch Pad Site will be clean, simple, and minimalistic, but it will be up and running in 1-2 weeks


Next, in the following weeks and months, we'll address the remaining wishlist items in “Sprints”, A/B testing them as we go. Every month there is a process of continuous improvement so you end up with a website that's getting better, working harder and delivering business results.


Since we're always adding, testing and adjusting conversion elements of your website -- from landing pages to your content campaign, the evolving customer needs are taken cared of as well. Things that customers don’t find valuable are removed and information and features that customers want are added.


A good ED powered website allows you to get changes out quickly and consistently, but it also allows you to shift or pivot when needed. Most brands benefit from this flexibility as ED thrives off of constant analysis and can change on a month-to-month basis.


  • Most of your competitors aren’t optimizing their website every month. Gain an edge with ED and you’ll always be one step ahead of competitors. Steadily add or edit content using personalization tactics, such as targeting a visitor’s buyer persona, industry, or product interest.
  • With Evolution Design you won’t get stuck with “design by committee”, where everyone in the company needs their say in how the website looks? Let your users, and the data, guide your website growth. A/B test best ideas and everybody wins.
  • What I've seen work the best is get into a monthly rhythm. Evolution Design could also act as one of the driving force behind your company's growth as you incorporate new products and features. This is a far cry from traditional sites that remain static and resistant to change. 
  • Do that for the first year and then in year or two we can then go back and look at top performing offers, the ones that are driving the best quality leads. Instead of just creating a million offers, start taking existing offers and revamping them. Add more fuel to the fire, put in a little bit more paid support, and really drive more people to the things that are working really well.