Launching a website is like setting off on a long road trip. You plan the route, pack the essentials, and start with excitement. However, as the miles pass, the inevitable question arises:
In any web development, the answer is usually “it depends.” However, as we have recently discovered, the answer takes on an entirely different meaning when you are an agency building your own website.
Creating a site for a client is relatively straightforward. You set goals, define the audience, and bring their vision to life. But when an agency builds its own website, it can feel like something much more significant, like a chef preparing their signature dish for a critic at best, or at worst, a slow descent into an existential crisis! Suddenly, every decision feels monumental. The colour palette is not just a design choice, it is a declaration of identity. The copy is not just messaging, it is a mirror reflecting your own brand.
And that is when the panic sets in. Are we speaking to the right people, or just talking to ourselves? Why is it so much harder to write about our own brand than it is for anyone else? Are we prioritising SEO or letting creativity take the lead? Is the animation dynamic or dizzying? And does the tech feel smart and intuitive, or is it watching people a little too closely? At some point, you have to stop overthinking (and over-designing) and start moving. Because just like a road trip, the less you prevaricate, the more progress you make.
So how do you know when it is time to stop tweaking and just launch?
In honesty, a website is never truly finished, it just reaches different stages of readiness. There will always be another refinement, another tweak, and another insight that emerges after launch. Nevertheless, at some point you have to stop navel-gazing and let reality take the wheel.
So, how do you know when it is ready to put the site live? Here’s a handy checklist to help you decide.
Before anything else, a website must work. Broken links, buggy forms, and missing pages are instant red flags. Test everything, then test again:
- Forms submit correctly
- Links go where they should
- Mobile and desktop versions work seamlessly
- Pages load speeds are fast?
- No console errors in developer tools
If the core functionality is not solid, you are not ‘there’ yet.
Great design is nothing without clear, engaging content that tells your brand story. Make sure your content is as strong as your visuals and check the basics:
- No placeholder text lurking in the corners
- Grammar and spelling are correct
- Calls to action are clear and persuasive
- Meta titles and descriptions are in place
Content should be polished, but not necessarily perfect. You can always refine it after launch.
A website that nobody can find is like a shop in the middle of a forest. Before launch, make sure:
- SEO basics are covered (titles, descriptions, alt tags)
- Google Analytics and Search Console are set up
- Redirects are in place for any relocated pages
If no one can find your site, it might as well not exist.
Launching without security is like leaving your front door unlocked. Before launch, confirm:
- SSL certificate is installed (so it runs on https://)
- GDPR and compliance policies are in place
- Backups and security measures are set up
If it is not secure, it is not ready.
Before making a big announcement, do a soft launch:
- Let a small group test the site
- Gather feedback
- Fix final issues
A fresh set of eyes can catch things you might have missed.
For us, the new website launch was both thrilling and terrifying because it reflected who we are. And if it did not land as planned? Well, that would be very awkward.But at some point, you have to stop asking, “Are we there yet?” and accept that this is the destination, for now.
A website is a living thing. You will update content, tweak performance, and optimise over time. So, instead of asking, “Is it finished?”, we decided it was ready for the next stage. Because just like any good road trip, the journey does not end when you arrive. There is always another adventure ahead.
Have you done the Favicon? You have? Now it’s finished.