Clearleft Thinking
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Clearleft Thinking

Looking beyond launch

It’s all go, go, go at Clearleft while we’re working on a new version of our website …accompanied by a brand new identity. It’s an exciting time in the studio, tinged with the slight stress that comes with any kind of unveiling like this.

I think it’s good to remember that this is the web. I keep telling myself that we’re not unveiling something carved in stone. Even after the launch we can keep making the site better. In fact, if we wait until everything is perfect before we launch, we’ll probably never launch at all.

On the other hand, you only get one chance to make a first impression, right? So it’s got to be good …but it doesn’t have to be done. A website is never done.

I’ve got to get comfortable with that. There’s lots of things that I’d like to be done in time for launch, but realistically it’s fine if those things are completed in the subsequent days or weeks.

Adding a service worker and making a nice offline experience? I really want to do that …but it can wait.

What about other performance tweaks? Yes, we’ll to try have every asset — images, fonts — optimised …but maybe not from day one.

Making sure that each page has good metadata — Open Graph? Twitter Cards? Microformats? Maybe even AMP? Sure …but not just yet.

Having gorgeous animations? Again, I really want to have them but as Val rightly points out, animations are an enhancement — a really, really great enhancement.

If anything, putting the site live before doing all these things acts as an incentive to make sure they get done.

So when you see the new site, if you view source or run it through Web Page Test and spot areas for improvement, rest assured we’re on it.

This was originally posted on my own site.

Clearleft is a strategic design studio helping you get the most from your products, services & teams.

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Jeremy Keith

Jeremy Keith

A web developer and author living and working in Brighton, England. Everything I post on Medium is a copy — the originals are on my own website,

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