Designing websites that move at the speed of business

A website used to be a project with a launch date. For most businesses it is now closer to a product: something that is measured, changed often, and owned by the team that runs the business rather than an agency on retainer.

Build for the second week

The launch is the easy part. The question that matters is what the tenth change costs. If every edit needs a developer, the site will drift out of date the moment attention moves elsewhere.

That points to a few concrete choices: a real content model instead of free-text fields, static generation with fast revalidation, and a component library the client team can extend.

Measure, then decide

Instrument the paths that matter — the ones tied to revenue or to a support cost — before redesigning anything. The next round of work should start from evidence, not opinion.