Don’t be afraid to launch

Todd A
Todd A
Aug 31, 2015 · 2 min read

For sixteen years, I’ve watched clients be terrified to launch their new website. They continually change content and come back with new design suggestions or requests. They lose all focus and purpose for the site in an effort to include everything they dream up. I get it. They don’t publish every day so they don’t understand it.

I can’t say this any better than Paul Battley did in 2011:

A website is not a ship. You don’t crack a bottle of champagne against its bows, push it down the ramp, and wave it off to the high seas. This ought to be obvious. And yet, it seems that many — maybe most — people don’t grasp this fact.

If your website is useful, you don’t need to launch it. It will be useful at any point in its lifespan: today, tomorrow, maybe even next year, insha’allah.

If that analogy doesn’t work for you, try this one:

Your website isn’t a book. It isn’t painstakingly typeset for printing. Every mistake doesn’t have to be caught before it goes live. Your website content, code, and design will all evolve and change. It should evolve and change. For one thing, search engines love updated content on sites. For another thing, your website is a constant experiment in providing a great user experience.

You can’t pick a design that will be good forever. User habits change. Devices change. Web standards change. Get used to it early by launching a website that isn’t everything you hope it will be in the future.

Have a purpose, stay focused, get it out the door. Stop overthinking it.

Even if you’re one of those “polish the back of the drawer” perfectionists, your website isn’t made of drawers that will remain in the same slots. You’re going to have to get comfortable with moving things around on your website.

“Seriously, do not start down to the path to a website for your small business until you read Todd A’s book.” — Amazon review

Take Unconventional Website Advice with you. Buy it on Kindle for $1.

Check out for more ideas about doing better work.

Unconventional Website Advice

Medium is an open platform where 170 million readers come to find insightful and dynamic thinking. Here, expert and undiscovered voices alike dive into the heart of any topic and bring new ideas to the surface. Learn more

Follow the writers, publications, and topics that matter to you, and you’ll see them on your homepage and in your inbox. Explore

If you have a story to tell, knowledge to share, or a perspective to offer — welcome home. It’s easy and free to post your thinking on any topic. Write on Medium

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store