Growth & Strategy
Personas
SaaS & Startup
Time to ROI
Medium-term (3-6 months)
After 7 years building websites as a freelancer, I've sat through countless launch meetings where everyone's excited about going live with their "perfect" website. Beautiful design, smooth animations, flawless user experience. The team is pumped, the stakeholders are happy, and then... crickets.
I used to think a successful website launch meant having everything pixel-perfect before hitting publish. I was wrong. Dead wrong. Like that time I spent two weeks obsessing over whether every heading should start with a verb while competitors were capturing market share daily.
Here's the uncomfortable truth I learned the hard way: most websites fail not because they're poorly designed, but because they're launched like digital brochures instead of marketing laboratories.
After migrating dozens of sites to platforms like Webflow and Framer, implementing AI-powered content strategies, and watching conversion rates transform from 0.8% to 3.2%, I've developed a framework that treats website launches as the beginning of experimentation, not the end of development.
In this playbook, you'll discover:
Why the "perfect launch" mentality kills conversion rates
My 3-phase launch framework that prioritizes testing over perfection
The single platform decision that doubled a client's marketing velocity
How to build your website as a marketing R&D lab from day one
Reality Check
What the industry gets wrong about launches
Walk into any web development agency and you'll hear the same launch checklist: finalize design, polish copy, optimize images, test forms, and launch with fanfare. The industry has convinced everyone that a website launch is like a product release—everything must be perfect before going live.
Here's what "best practices" typically recommend:
Complete design perfection - Every page designed, every interaction polished
Content finalization - All copy written, approved, and locked in
Technical optimization - Perfect page speeds, SEO optimization, mobile responsiveness
Big bang launch - Announce to the world when everything's "ready"
Maintenance mode - Make small updates as needed
This approach exists because agencies want to deliver a "complete" product and clients want to feel they're getting their money's worth. The web development industry has borrowed from traditional software where bugs are expensive to fix post-launch.
But here's where this falls short: your website isn't software—it's a marketing asset. Unlike apps where post-launch changes are costly, websites should be constantly evolving based on user behavior and market feedback.
The "perfect launch" mentality creates beautiful websites that convert poorly because they're built on assumptions rather than data. You end up with a digital monument to what you think works instead of a dynamic tool that proves what works.
The biggest flaw? This approach treats your website launch as the end goal when it should be the beginning of your marketing experimentation.
Consider me as your business complice.
7 years of freelance experience working with SaaS and Ecommerce brands.
I once watched a manager spend two full weeks obsessing over whether every heading on their site should start with a verb. Two weeks. While competitors were launching new features and capturing market share, this team was stuck in grammatical paralysis.
This wasn't an isolated incident—it was a pattern I kept seeing across client projects. Teams focusing on the wrong priorities while their conversion rates stagnated. That particular client? Their site converted at 0.8% when we launched. The competitor who embraced rapid testing? They hit 3.2% within three months.
The breakthrough came when I started treating websites differently. Instead of digital brochures, I began building them as marketing laboratories. This shift happened after migrating multiple client websites from WordPress to no-code platforms and seeing the dramatic difference in iteration speed.
The problem wasn't the technology—it was the mindset. Most businesses treat their website like a presence when it should be treated as a marketing asset that needs constant experimentation. Every CMS promises "easy editing" but in reality, most are nightmares for marketing teams who need to test and iterate quickly.
I realized that without the right foundation for testing, every change becomes a multi-week project instead of a quick experiment. The "perfect launch" mentality was creating beautiful websites that converted poorly because they were built on assumptions rather than data.
That's when I developed my approach: build for velocity first, perfection second. The goal became creating websites that marketing teams could actually use without begging developers for help every time they wanted to test a new headline.
Here's my playbook
What I ended up doing and the results.
After years of watching "perfect" launches fail and rapid iterations succeed, I developed a framework that flips traditional launch thinking. Instead of aiming for perfection, we optimize for learning velocity.
Phase 1: Foundation Sprint (Week 1-2)
First, I establish the testing infrastructure. This means choosing platforms like Framer or Webflow that give marketing teams actual control. Based on my experience migrating dozens of sites, here's my decision framework:
Choose Framer when: Design differentiation is your competitive advantage and you need to go from concept to live in days
Choose Webflow when: You're building beyond 20+ pages and need robust CMS capabilities
Avoid WordPress unless you have dedicated development resources for marketing changes
The foundation phase focuses on building essential pages with placeholder content that's "good enough" to test. No pixel perfection, no endless copy revisions—just functional pages that can capture user behavior data.
Phase 2: Rapid Testing (Week 3-8)
This is where the magic happens. Instead of launching with fanfare, we soft-launch and start testing immediately. I implement what I call "marketing R&D"—treating every page element as a hypothesis to validate.
Key testing priorities:
Value proposition clarity - Test different headlines and messaging
Conversion flow optimization - Experiment with CTA placement and form lengths
Content structure - Try different page layouts and information hierarchy
Trust signals - Test placement of testimonials, case studies, and social proof
The goal isn't to get everything right—it's to learn what resonates with your actual audience, not your assumptions.
Phase 3: Optimization & Scale (Week 9+)
Once we have data on what works, we double down on winning elements and build a systematic approach to continuous improvement. This includes setting up automated testing processes and creating a culture where marketing owns website decisions.
The framework works because it aligns with how modern marketing actually operates—rapid experimentation based on real user data rather than committee decisions and gut feelings.
Testing Infrastructure
Choose no-code platforms that enable marketing teams to iterate without developer dependencies. Velocity beats perfection.
Soft Launch Strategy
Launch quietly to a small audience first. Gather behavior data before announcing to the world. Test core assumptions early.
Conversion Hypothesis
Treat every page element as a testable hypothesis. Headlines, CTAs, layouts—everything should be validated with real user data.
Marketing Ownership
Marketing teams should control website changes. Remove technical barriers that slow down experimentation and learning.
The results speak for themselves. The client who spent two weeks on heading consistency? Their conversion rate remained stuck at 0.8% six months post-launch. Meanwhile, clients who embraced the rapid testing approach consistently saw conversion improvements of 200-400%.
One B2B SaaS client went from 1.2% to 3.2% conversion rate within three months using this framework. The key wasn't perfect design—it was the ability to test and iterate quickly based on real user behavior.
More importantly, these clients developed a sustainable competitive advantage: the ability to adapt faster than competitors. While others were locked into quarterly website updates, our clients were testing new approaches weekly.
The timeline typically looks like this:
Week 1-2: Foundation in place, soft launch active
Week 3-4: First round of test results, initial optimizations
Week 5-8: Conversion rate improvements become apparent
Month 3+: Systematic optimization process established
The unexpected outcome? Teams that adopt this approach often outperform their original "perfect" design concepts because they're building based on evidence rather than assumptions.
What I've learned and the mistakes I've made.
Sharing so you don't make them.
After implementing this framework across dozens of launches, here are the key lessons that separate successful launches from digital disasters:
Platform choice determines testing velocity - The wrong CMS can kill your ability to iterate quickly
Marketing teams must own website decisions - Remove technical gatekeepers from testing processes
Perfect is the enemy of learning - Launch with "good enough" and optimize based on data
Soft launches reveal more than focus groups - Real user behavior trumps stakeholder opinions
Conversion rate is more important than design awards - Optimize for business results, not aesthetic perfection
Testing culture beats testing tools - The best analytics are useless without a commitment to acting on insights
Speed wins over scale - Small, frequent improvements compound better than major redesigns
The biggest lesson? Your website should be treated as an evolving marketing experiment, not a static digital asset. The companies that embrace this mindset consistently outperform those stuck in "perfect launch" thinking.
How you can adapt this to your Business
My playbook, condensed for your use case.
For your SaaS / Startup
For SaaS launches, focus on:
Trial conversion optimization - Test signup flows and onboarding sequences
Feature value communication - Experiment with benefit-focused messaging
Social proof placement - Test testimonial and case study positioning
Pricing page optimization - Iterate on plan presentation and upgrade paths
For your Ecommerce store
For ecommerce launches, prioritize:
Product page conversion - Test image placement, descriptions, and CTA buttons
Checkout flow optimization - Minimize friction in purchase process
Category navigation - Experiment with product discovery and filtering
Trust signal testing - Optimize reviews, guarantees, and security badges