Every single person in your organization has an interest in the website. The CEO is a stakeholder, as is the customer support rep. The website is the company’s most visible brand and communications asset and a key part of the sales and marketing funnel.
Because it can be so all-encompassing, and because they seem to only come once every few years, a website relaunch can quickly turn into a case of too many chefs in the kitchen. Stakeholders come out of the woodwork, all demanding a fix to their pet problem. Without clear leadership and prioritization, this results in a massive spec doc that stretches out the timeline significantly.
If everyone needs to be satisfied before anything can go live, then every new request becomes a battle and the release of work already completed in the rebuild gets blocked. With every passing week, the old live site, the one your customers are actually visiting, falls further into disrepair. By the time the new website sees the light of day, the market opportunities it’s designed to address are a year or more out of date.

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