Failure to Launch

90% of websites never get launched. Users sign up on sites like WordPress, Wix and SquareSpace but the vast majority never go live. This begs the question "Why?". Surely some were never intended to go live and were simply taking advantage of the Free Trials being offered. But, some huge number of users must have intended to get a website online by signing up for the service. Why do so many not make it through the process of publishing a website when the process is easier than it's ever been? One explanation: poor planning. 

Creating a website can be an exciting venture, but without proper planning, it can quickly become daunting and chaotic. Whether you're an experienced developer or a newbie, understanding the fundamentals of website planning is essential. Lucky for you, planning for a website isn’t too different from something that may be more familiar to you, planning for a trip. First, you have your goal; travel there and return. Then, you have the milestones along the way; the things you’ll do or places you’ll see while there. A good plan will account for most dependencies from the outset so you can be sure to arrive, visit the attractions your trip is for, and depart on schedule. Planning for a website serves the same purpose as a travel itinerary.

This document will detail the process of planning a website, the benefits of using Scrum to do it effectively and the common pitfalls that typically hinder a project's success. By the end, you'll have a clear understanding of what is needed to achieve success and a roadmap to ensure your project stands the highest chance of being completed- and not falling into the 90% which never make it.

Trust the Process (What Process?)

A robust planning phase is the cornerstone of any successful website project. When it comes to getting your website online, you don’t have to reinvent the wheel. That being said, selecting a proven method serves well when the alternative is to play it by ear. The same tools which have been proven to publish websites and software for clients large and small can be used in the pursuit of designing and publishing a website for your needs. Over the last 30 years, the Technology industry has been able to deliver projects on time, on target, and on budget. Their iterative approach has proliferated other industries and now impacts supply chains worldwide. While there may be a few methodologies we could attribute this to, one stands above them all for its simplicity and effectiveness and is the one I will detail and recommend here- Scrum.

Quick Start with Scrum: 

Scrum is a popular project management framework that can significantly enhance your website planning and execution. It speaks to practical steps to be taken right away rather than philosophical values (as in Agile). They work in concert, but for the sake of simplicity, Scrum is the focus here and at Gentle Media entirely.

Scrum is free. Scrum requires no additional tools. “Scrum is a framework for developing and sustaining complex projects…” [ScrumGuides.org]. Some have said it is more of a social technology rather than a project management structure. Regardless of how you think of it, Scrum is the prescribed standard in most website projects. It is an approach to the work which minimizes noise and optimizes for effectiveness. It defines who is who and what is what.

Principles of Scrum:

Scrum emphasizes teamwork, accountability, and iterative progress. It assigns roles (called “Accountabilities”) of Product Owner, Scrum Master, and Development Team. The Product Owner is the client (or the one seeking the website), the Scrum Master is me (if you’re a client of Gentle Media) or the one facilitating the dialogue and project between the Product Owner and the team and the Development Team is whomever is responsible for part of the delivered work (also known as Increment). This team is a rotating team of experts, designers, developers based on the project needs. Scrum defines recurring meetings as Events. Sprints, Stand-ups, and Sprint Reviews are all Events. Each Sprint yields one Increment. The Increment is some new functionality or completed design which is demonstrable and is the product of the work spent during the Sprint. Scrum helps teams stay organized, focused, and aligned with project goals. It ensures that work is completed in manageable chunks, with regular feedback and adjustments. This creates a work environment which is continuously improving/adjusting for the given team at hand while also maintaining progress toward goals set forth by the Product Owner/Client.

The Importance of Accountability

Accountability is crucial in any project, but especially in website development. Here’s how Scrum helps:

• Regular Check-ins: Daily Stand-ups ensure that everyone is on the same page and that any issues are addressed promptly.

• Clear Responsibilities: The Accountabilities of Product Owner, Scrum Master, and Development Team ensure that all know their responsibilities and are held accountable for their tasks.

• Continuous Improvement: Sprint Reviews allow for regular feedback and continuous improvement, ensuring the project stays on track.

Handrails 

Projects can drastically fail when not adhering to a set framework like Scrum. Even worse, you may be attempting Scrum where nobody else is. Either they aren’t buying into the requirements of the framework or simply don’t know what you’re trying to do. When developing your website, don’t let this cause you to lose hope. It may seem cumbersome at first, but deciding to use Scrum will give you handrails on the 1000-step staircase that is Website Design and Development. Before diving into any work requirements whatsoever, detail the selected process and solicit feedback from the team involved. Choose Scrum, find your team and set your Calendar to reflect all the Events. Poor Communication and lack of accountability can provoke setbacks. Whether you’re on a team or alone, tracking your project with Scrum is worth the time it takes.

Define Your Website’s Purpose and Goals

Before getting design and development, it's crucial to define your website's purpose and goals. Here are some key questions to ask yourself:

• What do I want my website to achieve? 

• sales, appointments, community engagement, lead generation

• Who is my target audience?

• demographics, interests, behaviors

• What singular action do I want visitors to take when they land on my site?

• purchase, contact, subscribe

Identifying what the website should bring in, such as sales or appointments, is where to get started! In a future article we’ll detail the particulars of design and branding to really bring out an authentic and memorable image of the business. This involves color, logos, typefaces and shapes. For now though, consider the above questions for your site. Take some time to write out its purpose in a document or on a piece of paper. Defining this for yourself will help when the going gets tough or will help a designer or team catch your vision. Clear goals will guide each phase of the project and help you retain clarity from beginning to end. Using Scrum to articulate those goals will make it even easier.

Conclusion

Successful website planning requires a combination of clear goals, effective communication, and the right methodologies. By leveraging Scrum principles, you can ensure your project stays on track, adapt to changes, and deliver a website that meets your objectives. By being honest with yourself and your team, you can identify the goal for the website which will help set the North Star moving forward. 

Remember the initial idea that made you want to get started. Never lose sight of that but now add the right planning and communication tools so you can stay aligned, effective, and get your website online.

If this inspired you to hire a professional to design and develop your website, please reach out to Gentle Media today to start your journey towards a successfully planned and executed website.

By Philip “Zeke” Gentle

Certified Scrum Master