This shouldn’t be unconventional advice but almost no client understands it so it obviously isn’t getting said enough or said well: your website isn’t “done.” Ever.
Even when clients understand there will be ongoing blogging or marketing, they seem to think the design, the code, the build is done. Everyone wants that old-school publishing experience: you’ve edited and packaged it, now it’s time to print.
That simply isn’t the way the web works. The web is constantly moving and shifting. If no one is clicking on the calls-to-action on your home page, you need to notice that and get some new graphics or re-word the call outs. That stock photo you picked out last year for your services page is tired. You need to hire a professional photographer and get a new one. Your blog headlines aren’t spaced well. You need your developer to style some leading into those lines.
This is why you need a purpose. This is why you have to focus on one thing at a time. This is why you shouldn’t take on more overhead than you can handle. This is why you can’t be afraid to launch. This is why you have to grow slow.
Because your website is never, ever, ever finished.
If you follow the conventional advice, you’ll end up with a conventional website, swimming around in a crowded pool of search engine results. And you’ll STILL have to rely on personal referrals for most of your business.
But it you’re unconventional, you can create a nimble web presence for your business, save some money, be able to pivot and adapt. You can focus on what you need to do for your business, not worry about all the things you’re not doing on the web.