Lean UX approach to digital marketing

Every business strives to improve so it can generate more sales and provide a better customer service, or rebrand to keep up with changing times.

When it comes to digital, no business can afford to stand still: your website should be a continually evolving central information hub. Today’s market leaders have long since abandoned the ‘launch it and leave it’ approach to website design. They know the importance of keeping it fit for purpose through continuous optimisation.

Even so, many companies see optimisation as difficult. Small businesses in particular can be put off by the thought of constant financial investment. Another common preconception is that UX is complex, and enhancing a website can be a long-winded process. They may be right about the complexity, but there are ways to use UX in small bursts to get better results from existing digital strategies.

Part of lean UX is continuous optimisation

“Website design has changed from the ‘launch it and leave it’ approach to continuous optimisation “ Rob Hufton - Higher Ground

User Experience design doesn't have to be a lengthy exercise involving digital architects, customer behaviour experts and specialist research teams. Any business can improve its online strategy by using Lean UX intelligence, which diagnoses and treats existing problems in bite-sized chunks, aligned with agile methodology to allow for organic growth.

Without optimisation or UX, how can a business remain competitive?

The vast majority of companies want to do better from their online activities. You might want to attract more customers so you can sell more products. So you’ll need highly individualised Search Engine Marketing, alongside top-notch UX to reduce bounce rates and keep users in the sales funnel.

You’ll also need to tell your audience about your company’s products or services, not to mention its ethos. This is especially relevant in recruitment, where the game is radically evolving in favour of the candidate, not the employer. With job boards becoming less effective, companies are having to work harder to impress candidates.

Without a clear strategy in each of these areas, your online business is at risk of remaining static, converting fewer customers as it falls further and further behind.

What processes are involved in lean UX?

Understanding audiences/User research

Do you know who your customers are? Do you understand the needs of your site’s visitors?

Once you do, you’ll know what they want to do – and that means you can catch their attention. So you need an in-depth understanding of what they need as well as who they are. This is where creating user personas can really pay off.

Top task analysis

  • What do your customers want to do? 
  • Why do they need to change? 
  • What’s important to them? 
  • How do you reach customers?

Making a list of the main objectives for any company is a great way to understand the priorities of your customers. Again, think lean. Making a relatively short list of 10 high priority items helps you whittle down tasks with highest priority. 

An example of top tasks could be;

  • I want to see you work with companies like mine
  • I want to see you have an office near me
  • I want to know that using an external company could save costs

User testing

User Testing doesn’t have to cost the earth, or be really time-consuming. Many companies wrongly assume user testing is a costly exercise. Jakob Nielsen correctly argues that large scale user testing isn't needed and the best results come from testing just 5 just users.

Mapping & Wire-framing

Design the ideal journey through feature definition, rapid prototyping and wireframes. 

We use Figma for collaborative wire-framing, but there are lots of tools available for wire-framing that don't require digital designer skills like Balsamiq and Moqup.

Prototyping ideas onto wireframes helps everyone see direction without design distractions


Create accessible content that fits your users’ needs and your brand guidelines.

Your website copy should be one of the first things you should consider when approaching a new website or blog post. 

Write a catchy title that connects with the user and people will take an interest. Once you have their interest, your site should guide them on a user-friendly journey. Try to avoid lengthy paragraphs as they are seldom thoroughly read and can have the opposite effect by putting users off straight away. Pictures or images with short snappy text with easy to understand content is the easiest way to capture the user’s attention.


The largest element of Lean UX is deployment and testing. This means, when you’re ready to release, test your product or service to analyse the data for future releases.


Design time can be cut down by using UI and UX templates from sites like InVision. Custom icons can take time so it's worth looking around for icon libraries. All can be found on a simple Google search.

Testing your digital product in front of real people

Release, review, optimise, release, repeat

So many people ask the same question. Can you fix my website quickly? The usual answer is no. Only by learning can we improve.

We can never get a website or digital marketing campaign right on the first iteration. But we can learn. Once we understand what's happening, we can review data and customer information then make steps to enhance. The process is known and Continuous Optimisation. The old launch and forget approach to website design is gone. All website owners should be analysing their website and it's performance as a business tool. Continuous Optimisation helps make for solid online strategies.

Introducing Lean UX PAX

Higher Ground are a CRO agency based in Manchester. We have spent over 20 years making and marketing websites. From large contracts such as JCB worldwide to start up boiler engineers in Sheffield. Our approach has been working for our clients for a long time. All based on lean UX.

We have devised a suite of SEO and User Experience 'PAX' to deliver key insights to improve your digital strategy. 

Our Search Optimisation team will look at the essentials - your current positioning and how your market should be presented online.

Our customer journey UX team discover, research, plan and consult on how to improve your overall digital strategy.

SEO Fundamentals PAX

This is all the SEO essentials and research we do as a first step for our enterprise clients, stripped down to the core as an affordable offering for your business.


  • SEO hygiene on your current site
  • Overview of competitor activity
  • Basic keyword analysis
  • Channel evaluation
  • Evaluation of the opportunity


  • Development task list of immediate changes (‘quick wins’)
  • Recommendations for further development work
  • Keyword analysis report
  • Overview of your market and competitors online
  • ‘Light touch’ strategic guidelines for your company
  • Learn how to lower your websites bounce rate

Read more about our Organic SEO Services here 

SEO Optimisation PAX

Building on the research outputs from fundamentals


  • Analytics configuration
  • Heat-mapping and tracking software installed
  • In depth study of website usage from analytics
  • Keyword research - see which keywords are ranking
  • Competitor analysis - see which keywords they are ranking


  • Learn which page are the worst performing
  • Lower your websites bounce rate
  • Find out how people use your website
  • Learn how to improve strategies to get more from search
  • Discover new keyword opportunities 
  • Refine SEO to align with business direction

UX Research PAX - Research and Customer Insights

Identify your customers and understand their challenges, perspectives and interests


  • Establish who your best customers and their objectives
  • Establish who are the wrong customers and their objectives
  • Reviews current products and service offerings
  • Learn where your users are and how to connect with them
  • Discover how we can we service the needs of your customers?

Read more about our User Experience Agency here.

UX Implementation PAX - Experience Strategy

Anything and everything to make your strategy succeed!

We will take into account the SEO fundamentals and UX Research work - and working alongside you to achieve success and a measurable strategy going forward.

  • Identify potential weaknesses before they hurt sales or damage your brand
  • Establish who your best customers and their objectives
  • Establish who are the wrong customers and their objectives
  • Discuss current products and service offerings
  • Design wireframes and new designs for websites or applications
  • Set a task list and timeline for continuous improvement
  • Set goals and KPIs to measure success

Our Lean UX packs are designed to help you get more from your digital strategy and wont cost the earth. Get in touch with Higher Ground UX today.

About us

Higher Ground are a UX and CRO agency. We bring you useful articles and guides to help you get more from your websites, apps and marketing campaigns.

More lean UX posts from Higher Ground

Contact us

For help with conversion rates or have questions about search engine strategy, fill in your details below.

We'll never share your details with other companies. Read about our Privacy Policy here.
Thanks for your details.

We will add you to the Higher Ground newsletter!

Sit tight for helpful articles so you get more from online.
Oops! Something went wrong while submitting the form.