How to plan a website around measurable business outcomes

Websites become expensive when success is defined as “launched” instead of “moved a metric.”

Start with the commercial question

Before wireframes or a CMS debate, define what the site must change: qualified pipeline, activation, retention, or another outcome the business already measures.

Connect experience to infrastructure

Messaging, information architecture, performance, analytics, and acquisition landing paths should be designed together. Separating them creates gaps that campaigns and sales later have to paper over.

Measure past launch

Instrumentation and optimization ownership belong in the plan from day one—not as a phase that starts after the site is live.

This article is a draft placeholder pending author assignment and editorial review.