Websites22 April 20265 min read
Never build the website before the brand
The most common sequencing mistake we see — and the compound interest you pay for it over the next three years.
A website is the highest-traffic expression of your brand. Build it before the brand is settled and you've committed your most visible surface to a position you haven't chosen yet.
The failure mode is predictable: six months after launch, the positioning sharpens, and now every page reads slightly off. You patch the homepage. Then the services page. Within a year the site is a quilt of eras, and the rebuild costs more than doing it in order would have.
If budget forces a choice, do a smaller brand engagement and a smaller site — one page, sharply positioned — rather than a large site on an unsettled foundation.