Why Building a Website at a Rapid Pace is a Huge Mistake

Over my 20 years in the website design and development business, I’ve seen the same scenario played out time and time again.

“We need a website that will:

• outperform our competitors, thus increasing our market share
• beautifully and accurately convey our brand and positioning to the world
• be SEO’d skillfully to extend our organic reach and generate more inbound traffic
• convert more visitors into quality leads
• allow for an incredibly seamless user experience
• be built so that the marketing department can very easily, quickly make updates
• be built with scalability and sustainability in mind so that it can grow with us over time
• be launched with the highest standard of QA, browser-compatibility, and mobile-friendliness
• be stable and secure, unsusceptible to hackers

… within 6-12 weeks”

In most cases, 6 weeks after stating the above, they still haven’t signed a contract with an agency.

Stop and ask yourself, “Why would you rush anything that important?”

In my experience, nobody is looking to cut corners or sacrifice any of these critical elements mentioned above. Rather, there’s an assumption that all of that can be done right in a few weeks.

It can’t.

There’s absolutely no doubt that you can get a website up and running in a few weeks. In fact, you could do it in an hour using Wix.com or Squarespace. It’s also likely that many agencies will tell you exactly what you want to hear. Speaking from my own experience (and having gone into these types of projects a number of times), it’s not that anyone is being flat-out dishonest; rather, out of need to keep the lights on and get the contract, a “let’s do this” attitude takes over - even when you know that the client expectations simply aren’t realistic.

What's more important - right or quick? (both isn't an option)

Take it from me, please. At emagine, we've done more than 1,500 websites in our history. Practically every project that has been given the right amount of time and effort has been successful.

And as tempting as it is each and every time we see an RFP or hear a prospective client with a 60-90 day go-live requirement, we know it will end bad. Something gets missed when work is rushed. And at the end of the project, neither side is continuing on with the positive relationship they both had hopes of.

Just because an executive wants a website done rapidly (and right), doesn’t mean it can be done. Weed out the agencies who say yes to whatever you ask for.

If an agency tells you they can build a website in less than 90-120 days, I suggest you weed them out of your selection process.

Again, that might be what you want to hear - but it’s just not true. Look to work with people who aren’t afraid to be straight with you, who know how to diplomatically push back. Look for a team who will tell you the drawbacks to your approach and the associated repercussions.

So why exactly is it a huge mistake?

Friends, a website is not a brochure. Websites are technical. There are a lot of components that go into developing a site that not only looks great (although that itself should be given a few weeks to nail down), but is technically-sound, secure, content-rich, optimized and tested for optimal performance.

Taking shortcuts or cutting corners will 100% absolutely result in a less-than-ideal online presence. This is your most visible face to the world - available 24/7/365 and judged by first impression. It's not worth it to jeopardize its quality in the interest of rushing.

Whether it's user frustration, a site that's difficult to manage, not secure, stitched together hastily with sloppy code and untested plugins, or simply misses the mark in terms of branding ... a rushed website is a bad website. Period.

If an agency pushes back on your rapid project, it’s not because they don’t have the resources or bandwidth.

It’s because they value your business (and their integrity) more than the check. 

In the words of the astute S.O.S. Band in 1980, “Take Your Time (Do It Right).”