So you want to redesign your website?

There are countless helpful articles on the best approach to redesigning your website.

This is not one of those articles.

Let's set the stage…

You have the amazingly bright idea that you want to redesign your website. Rather than using an adequate, off-the-shelf product, you want to put your own personal touch on it.

You convince yourself that you know how to built a great website. All you need is a programmer. You convince yourself that it shouldn't be that hard and it shouldn't take that long.

In your state of self-delusion, it begins.

You go out and hire a brogrammer. (That's because no sane designer/developer would ever work on a custom-built website for anyone, ever)



You share vision. It's going to be the Mona Lisa meets the Sistine Chapel. The brogrammer gives you a pretty proposal. Undoubtedly, you get them to agree to add the latest design trends du jour.

Contract signed! The work begins.

Now we enter into the next stage that I like to call the "Infinite loop of never-ending feedback"

Your brogrammer begins to send you over mockups. At first, all is good. You have a couple small changes and you're off to coding.

Not so fast.

The "couple of changes" that you recommend come back and sure enough, you have a few more ideas based on the new mockups. The cycle continues. More mockups, more feedback. More mockups, more feedback. The loop takes control. Your Mona Lisa is starting to look like a Jackson Pollock Painting.


Time passes. Pressure is mounting. You just need to finish this "damn website"

That's right, you can't even say website anymore without preceding it with some 4 letter adjective. Now your bastard of design is sent off to be coded...or as I like to call it "the land where dreams go to die."

Like death by a thousand cuts, all your great functionality and fancy animations are slowly stripped away until what you're left with is something that only a mother could love.

The fun continues….

It's time to launch.

Your social media posts looks a little something like this…

Check out my new website!! Insert disclaimer. Now keep in mind, it's still UNDER CONSTRUCTION. Insert another disclaimer. I'd love to get your feedback…

Comments from your "friends" start to pour in. A couple meaningless congratulations flow and predictably you start to get some feedback on improvements.

You've now been put into the position where you begin to defend your little frankenstein.

Depression sets in. The world is a dark, cruel place.

How do we avoid the pain, suffering, embarrassment, frustration and ultimate disappointment of building a website?

Well, like I said, this is not one of those articles.