The half of the job everyone skips

Building a website is roughly a fifth of the work of having one that keeps earning. The other four fifths is the testing, the updating, the monitoring, the copy that has to change when the offer changes, and somebody noticing the contact form has been silently failing for a fortnight — none of which demos well.

That asymmetry is why so many growth projects look finished and then quietly stop working. The launch cleared the bar the business was measuring, and the bar was wrong.

We scope engagements around the second half deliberately. It is less exciting in week one and considerably less exciting in week twelve, and it is the entire difference between a channel that compounds and one you pay to rebuild again in eighteen months.