--- description: A website design project can quickly bloat and become expensive, frustrating, and time-consuming. A lean website launch plan can prevent a lot of these challenges and give you a much better, high-converting site for less. title: A Lean Website Launch: 6 Critical Steps And How To Execute Them Flawlessly image: https://www.leanlabs.com/hubfs/leanwebsitelaunch.jpg --- [Blog](https://www.leanlabs.com/blog)/ [Winning Websites](https://www.leanlabs.com/blog/topic/winning-websites) # A Lean Website Launch: 6 Critical Steps And How To Execute Them Flawlessly 5 min read time ![A Lean Website Launch: 6 Critical Steps And How To Execute Them Flawlessly](https://www.leanlabs.com/hs-fs/hubfs/leanwebsitelaunch.jpg?width=765&height=430&name=leanwebsitelaunch.jpg) If I were to give any advice about launching a new website, it would be this: _expect the unexpected._ I've worked on countless client websites, and from the unexpected, I've learned a website project can quickly go off the rails. Website projects are already notorious for going over budget, as it is. To avoid unnecessary spend, it's critical to cover your bases and cover every step. In my experience, there are a few critical steps that go into every successful lean website launch. ## Lean Website Launch: The Six Critical Steps That Take You From Strategy To Launch First, it's important to understand that even after launch, you’re never done with your website. Like gardening, there are always weeds to pull and plants to water. In today's fast-moving market, companies who "launch it and leave it" fall behind, fast. After we launch a website, we use [Growth-Driven Design](https://www.lean-labs.com/growth-driven-design) principles to perpetually increase website performance. Using the scientific method, we identify possible site improvements. Then, through testing and validation, we make optimizations based on real user data. This approach removes any guesswork and helps us optimize websites in a measurable way. This way, we can get the very most from every [lean website launch,](/sprocket-rocket) which typically involves six critical steps. ### 1\. Create Your Website Strategy First, here’s what you may not want to hear about building a website: the strategy will account for 50% of your budget. An in-depth strategy phase is necessary to conduct customer research, identify your [unique value proposition](https://www.lean-labs.com/blog/25-companies-who-absoluteluy-nailed-their-unique-value-proposition), and develop the buyer journey. The buyer journey is especially critical to building a high-converting website. ![lean website launch](https://www.leanlabs.com/hs-fs/hubfs/buyerjourney-1.png?width=600&name=buyerjourney-1.png) _Our buyer journey template._ As the buyer journey relates to the website experience, I see it like taking a hike up a mountain. If you started a hike up a confusing, disorienting path, you'd turn back, right? But if you were on a trail with clear markers, plenty of water, and a map, you'd reach the summit. It's the same with a website. You need to put together a buyer journey to determine the path your visitors will take. When you craft your buyer journey, you'll identify the content and offers that will act as your trail markers. You can create refreshing blog content to keep them going on that path. Any website visitor can reach the customer summit. ### 2\. Identify Key Pages After you complete the buyer journey and determine the messaging and offers for every stage, you can use it to identify key pages. These key pages will piece your buyer journey and website together. For example, one of our key pages is our homepage. ![lean website launch tips](https://www.leanlabs.com/hs-fs/hubfs/homepageLL.png?width=600&name=homepageLL.png) The homepage is the central hub of our website. It directs incoming website traffic to the next best step. The other key pages each provide a stopping point on the buyer journey, the place where the hiker might consider giving up on the hike. At these points, the pages should offer them whatever it takes to keep them hiking. For example, if we know at mile-marker 45, most hikers quit because they are thirsty, we might create a "water hole" page right there, and make sure the CTA points to it. Each page moves the customer forward. For instance, the first CTA button on our homepage leads to [our services page.](https://www.lean-labs.com/services) ![lean website launch advice](https://www.leanlabs.com/hs-fs/hubfs/nextstephomepage.png?width=600&name=nextstephomepage.png) The page explains how we help deserving brands grow. For many first-time site visitors, the page helps them understand who we are and what we do. ### 3\. Outline and Prototype Key Pages When I know what my key pages are, I like to list them out in a tracker. I can add the page owner, update the status of the page, and a link to the key page flow. ![lean website launch advice](https://www.leanlabs.com/hs-fs/hubfs/blog_post_imgs/landing-page-design-doesnt-suck/websitetrackerdoc.png?width=600&name=websitetrackerdoc.png) The actual key page flow is essentially an outline. I can go block by block and build out each section of the page, from the header to the CTA. I use our key page flow template to outline the essential building blocks for each page. ![lean website launch approach](https://www.leanlabs.com/hs-fs/hubfs/blog_post_imgs/keypageflow.png?width=600&name=keypageflow.png) Then, I can draft and build out my website page in HubSpot. ### 4\. Design Prototypes When you're done prototyping pages and finalizing copy, you can start with design. We design our key pages using this process: * First Look * Feedback * Final Iterations The design process is as lean as possible. We get design feedback from key stakeholders, make changes, and tweak what's necessary. You can use a variety of tools to collect feedback, but one of our favorites is InVision. As a note, it's helpful to update your existing brand guidelines before this step. If you design a site only to have your guidelines change, it'll be expensive to go back and design it again later. ### 5\. Code And Final QC After you finish with design and prototyping, you can hand everything over to your developers. Depending on how many pages you have and the number of people on your team, this process can take up to two weeks. I typically start with quality control, which can take a week or less. You want to check your pages for spelling and grammar, test the load time, and double-check your links. You'll also want to test your site pages in popular browsers and devices. Then, I move on to SEO. This should also take less than a week, depending on the size of your site. You want to optimize every [page for SEO,](https://blog.hubspot.com/marketing/seo-site-keyword-optimize-ht?%5F%5Fhstc=200632625.9e335938132a4170aa095d82d934cbc0.1543711222754.1569281887187.1569288579370.382&%5F%5Fhssc=200632625.6.1569288579370&%5F%5Fhsfp=2602018321) which will include double-checking your titles, meta descriptions, and URLs. The last step should come right before you go live. You'll want to set up heat maps and screen recordings that you can use to track how actual visitors are engaging with your site. ### 6\. Launch Then, time to launch! You'll hit go on your website and get it up and live. We tend to launch at the beginning of the week, which helps us catch any bugs and remaining broken links as soon as possible. Then, after we launch the site, we go back through every page and click on everything again to ensure it all works. It also helps to send the website to team members who haven't seen it yet. They can look at website pages with fresh eyes, so nothing gets missed. ### Mastering Your Lean Website Launch The key to a lean website launch is collaboration and movement. You want to go through every step thoroughly before moving to another. You want to involve the right team members at the right time. You want to get the feedback you can get in one go. All of these components build up to a successful, high converting website. [![Free Website Launch Kit](https://no-cache.hubspot.com/cta/default/275827/dbe2973f-4af1-4f92-802f-3b2d9bcd249a.png)](https://cta-redirect.hubspot.com/cta/redirect/275827/dbe2973f-4af1-4f92-802f-3b2d9bcd249a) ## Latest, related and recommended posts [ ![What is growth-driven design? The complete guide to smarter website builds](https://www.leanlabs.com/hs-fs/hubfs/2022%20blog%20featured%20images/7%20(1).png?width=500&height=500&name=7%20(1).png) Winning Websites What is growth-driven design? The complete guide to smarter website builds Read more ](https://www.leanlabs.com/blog/what-is-growth-driven-design) [ ![The launchpad website: how to launch a high-performing site in 12 weeks](https://www.leanlabs.com/hs-fs/hubfs/2022%20blog%20featured%20images/36%20(1).png?width=500&height=500&name=36%20(1).png) Winning Websites The launchpad website: how to launch a high-performing site in 12 weeks Read more ](https://www.leanlabs.com/blog/launchpad-website-launch-in-12-weeks) [ ![Growth-driven design vs. traditional web design: why the old way keeps failing](https://www.leanlabs.com/hs-fs/hubfs/2022%20blog%20featured%20images/37.png?width=500&height=500&name=37.png) Winning Websites Growth-driven design vs. traditional web design: why the old way keeps failing Read more ](https://www.leanlabs.com/blog/growth-driven-design-vs-traditional-web-design) [![About Lean Labs](https://www.leanlabs.com/hubfs/LL%20V4.1/logos/LL%20Logo%20Dark.svg)](https://www.leanlabs.com) Lean Labs builds growth machines that take 7-figure startups to 8\. → [**See How!**](https://www.leanlabs.com/approach/why-lean-labs) Share [ ![Share on facebook](https://www.leanlabs.com/hubfs/LL%20v5/Images/Icons/Facebook.svg) ](http://www.facebook.com/share.php?u=https%3A%2F%2Fwww.leanlabs.com%2Fblog%2Flean-website-launch-steps%3Futm%5Fmedium%3Dsocial%26utm%5Fsource%3Dfacebook) [ ![Share on linkedin](https://www.leanlabs.com/hubfs/LL%20v5/Images/Icons/LinkedIn.svg) ](http://www.linkedin.com/shareArticle?mini=true&url=https%3A%2F%2Fwww.leanlabs.com%2Fblog%2Flean-website-launch-steps%3Futm%5Fmedium%3Dsocial%26utm%5Fsource%3Dlinkedin) [ ![Share on reddit](https://www.leanlabs.com/hubfs/LL%20v5/Images/Icons/reddit.svg) ](https://www.reddit.com/submit?url=https%3A%2F%2Fwww.leanlabs.com%2Fblog%2Flean-website-launch-steps%3Futm%5Fmedium%3Dsocial%26utm%5Fsource%3Dreddit) [ Grade my site![chevron-right](https://www.leanlabs.com/hubfs/LL%20v5/Images/Icons/chevron-right.svg) ](https://cta-service-cms2.hubspot.com/web-interactives/public/v1/track/click?encryptedPayload=AVxigLLUGeyXuIFe4n%2B1E42IAXAWWgWgkkHKyylkCaC53TFA5LXNKHbY1ByeZ7mNZ9WHFS1WfZ1VrTarTazLKDbOc%2Btc%2Bg%2BBT11oQTrJhYOQyf5sCqDNGXudXVDytcA7Jb2UdS%2FC5xT4BZA6pMCL%2BHU0XpBYZ%2B0d78FOiUQsXv09XXmngTg%3D&portalId=275827) ![grader laptop](https://www.leanlabs.com/hs-fs/hubfs/LL%20v5/Images/grader%20laptop.png?width=552&height=454&name=grader%20laptop.png) ### AI Website Grader Uncover what’s working, pinpoint areas that need improvement, and get trained AI's recommendations on how to turn your website into your brand’s #1 salesperson. Grade my site ## TAKE THE FIRST STEP ### Turn your marketing from a cost center into a self-funding growth machine. ![work](https://www.leanlabs.com/hubfs/LL%20v5/Icons/work.svg) ### Our work & results Hear what our clients have to say about their results. **Read our 5 star reviews on HubSpot.** [](https://www.leanlabs.com/approach/success) ![programs](https://www.leanlabs.com/hubfs/LL%20v5/Icons/programs.svg) ### Programs & pricing **Find out how much it costs** to work with us. We have various programs available starting at $2k per month. [](https://www.leanlabs.com/pricing) ![kevin](https://www.leanlabs.com/hs-fs/hubfs/LL%20v5/Images/kevin.png?width=64&height=64&name=kevin.png) ### Get your free strategy session Find out exactly what **we’d do if we were your growth team.** Select a day and time on the calendar. 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Copilot ](https://copilot.microsoft.com/) Ask AI ```json { "@graph": [ { "@id": "https://www.leanlabs.com/#organization", "url": "https://www.leanlabs.com/", "logo": { "url": "https://www.leanlabs.com/favicon.ico", "@type": "ImageObject", "width": 60, "height": 60 }, "name": "Lean Labs", "@type": "Organization", "sameAs": [ "https://www.entities.org/entity/lean-labs", "https://www.linkedin.com/company/lean-labs", "https://www.crunchbase.com/organization/lean-labs-eed8", "https://twitter.com/leanlabs", "https://www.youtube.com/@LeanLabs1", "https://www.facebook.com/LeanLabs", "https://ecosystem.hubspot.com/marketplace/solutions/lean-labs", "https://clutch.co/profile/lean-labs", "https://www.g2.com/products/lean-labs/reviews", "https://opencorporates.com/companies/us_fl/P23000000218", "https://www.agencyspotter.com/lean-labs" ], "slogan": "We help companies on HubSpot Drive Growth", "address": { "@type": "PostalAddress", "postalCode": "34638", "addressRegion": "FL", "streetAddress": 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Growth" }, "headline": "A Lean Website Launch: 6 Critical Steps And How To Execute Them Flawlessly", "keywords": "lean website launch, website launch steps, website strategy, growth-driven design, website QC, key pages, website prototyping", "publisher": { "@id": "https://www.leanlabs.com/#organization" }, "inLanguage": "en-US", "description": "Learn the six critical steps for a lean website launch, from strategy and key page identification to design prototyping, QC, and launch day execution.", "dateModified": "2023-07-25T11:52:54.914Z", "datePublished": "2019-10-16T13:01:00.000Z", "articleSection": "Winning Websites", "potentialAction": { "@type": "ReadAction", "target": "https://www.leanlabs.com/blog/lean-website-launch-steps" }, "mainEntityOfPage": { "@id": "https://www.leanlabs.com/blog/lean-website-launch-steps" }, "isAccessibleForFree": true }, { "@id": "https://www.leanlabs.com/blog/lean-website-launch-steps#howto", "name": "How to Execute a Lean Website Launch in 6 Steps", 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Build out each section block by block using a key page flow template, then draft the pages in your CMS.", "@type": "HowToStep" }, { "url": "https://www.leanlabs.com/blog/lean-website-launch-steps#4-design-prototypes", "name": "Design Prototypes", "text": "Design key pages through a First Look, Feedback, and Final Iterations cycle. Collect design feedback from key stakeholders and update existing brand guidelines before starting design to avoid costly rework.", "@type": "HowToStep" }, { "url": "https://www.leanlabs.com/blog/lean-website-launch-steps#5-code-and-final-qc", "name": "Code and Final QC", "text": "Hand designs to developers for build-out, then run quality control checks for spelling, grammar, load time, links, cross-browser and cross-device testing. Follow with SEO optimization of titles, meta descriptions, and URLs, then set up heat maps and screen recordings before going live.", "@type": "HowToStep" }, { "url": "https://www.leanlabs.com/blog/lean-website-launch-steps#6-launch", "name": "Launch", "text": "Launch the website at the beginning of the week so you can catch bugs and broken links quickly. After launch, go back through every page and click on everything to ensure it all works, and send the site to team members with fresh eyes for a final review.", "@type": "HowToStep" } ], "@type": "HowTo", "description": "A step-by-step guide to launching a lean website, covering strategy, key page identification, outlining and prototyping, design, QC, and launch." } ], "@context": "https://schema.org" } { "@type": "BlogPosting", "@context": "https://schema.org", "articleBody": "If I were to give any advice about launching a new website, it would be this expect the unexpected. I've worked on countless client websites, and from the unexpected, I've learned a website project can quickly go off the rails. Website projects are already notorious for going over budget, as it is. To avoid unnecessary spend, it's critical to cover your bases and cover every step. In my experience, there are a few critical steps that go into every successful lean website launch. Lean Website Launch The Six Critical Steps That Take You From Strategy To Launch First, it's important to understand that even after launch, you’re never done with your website. Like gardening, there are always weeds to pull and plants to water. In today's fast-moving market, companies who launch it and leave it fall behind, fast. After we launch a website, we use Growth-Driven Design principles to perpetually increase website performance. Using the scientific method, we identify possible site improvements. Then, through testing and validation, we make optimizations based on real user data. This approach removes any guesswork and helps us optimize websites in a measurable way. This way, we can get the very most from every lean website launch, which typically involves six critical steps. 1. Create Your Website Strategy First, here’s what you may not want to hear about building a website the strategy will account for 50% of your budget. An in-depth strategy phase is necessary to conduct customer research, identify your unique value proposition, and develop the buyer journey. The buyer journey is especially critical to building a high-converting website. Our buyer journey template. As the buyer journey relates to the website experience, I see it like taking a hike up a mountain. If you started a hike up a confusing, disorienting path, you'd turn back, right? But if you were on a trail with clear markers, plenty of water, and a map, you'd reach the summit. It's the same with a website. You need to put together a buyer journey to determine the path your visitors will take. When you craft your buyer journey, you'll identify the content and offers that will act as your trail markers. You can create refreshing blog content to keep them going on that path. Any website visitor can reach the customer summit. 2. Identify Key Pages After you complete the buyer journey and determine the messaging and offers for every stage, you can use it to identify key pages. These key pages will piece your buyer journey and website together. For example, one of our key pages is our homepage. The homepage is the central hub of our website. It directs incoming website traffic to the next best step. The other key pages each provide a stopping point on the buyer journey, the place where the hiker might consider giving up on the hike. At these points, the pages should offer them whatever it takes to keep them hiking. For example, if we know at mile-marker 45, most hikers quit because they are thirsty, we might create a water hole page right there, and make sure the CTA points to it. Each page moves the customer forward. For instance, the first CTA button on our homepage leads to our services page. The page explains how we help deserving brands grow. For many first-time site visitors, the page helps them understand who we are and what we do. 3. Outline and Prototype Key Pages When I know what my key pages are, I like to list them out in a tracker. I can add the page owner, update the status of the page, and a link to the key page flow. The actual key page flow is essentially an outline. I can go block by block and build out each section of the page, from the header to the CTA. I use our key page flow template to outline the essential building blocks for each page. Then, I can draft and build out my website page in HubSpot. 4. Design Prototypes When you're done prototyping pages and finalizing copy, you can start with design. We design our key pages using this process First Look Feedback Final Iterations The design process is as lean as possible. We get design feedback from key stakeholders, make changes, and tweak what's necessary. You can use a variety of tools to collect feedback, but one of our favorites is InVision. As a note, it's helpful to update your existing brand guidelines before this step. If you design a site only to have your guidelines change, it'll be expensive to go back and design it again later. 5. Code And Final QC After you finish with design and prototyping, you can hand everything over to your developers. Depending on how many pages you have and the number of people on your team, this process can take up to two weeks. I typically start with quality control, which can take a week or less. You want to check your pages for spelling and grammar, test the load time, and double-check your links. You'll also want to test your site pages in popular browsers and devices. Then, I move on to SEO. This should also take less than a week, depending on the size of your site. You want to optimize every page for SEO, which will include double-checking your titles, meta descriptions, and URLs. The last step should come right before you go live. You'll want to set up heat maps and screen recordings that you can use to track how actual visitors are engaging with your site. 6. Launch Then, time to launch! You'll hit go on your website and get it up and live. We tend to launch at the beginning of the week, which helps us catch any bugs and remaining broken links as soon as possible. Then, after we launch the site, we go back through every page and click on everything again to ensure it all works. It also helps to send the website to team members who haven't seen it yet. They can look at website pages with fresh eyes, so nothing gets missed. Mastering Your Lean Website Launch The key to a lean website launch is collaboration and movement. You want to go through every step thoroughly before moving to another. You want to involve the right team members at the right time. You want to get the feedback you can get in one go. All of these components build up to a successful, high converting website.", "articleSection": ["Winning Websites"], "keywords": ["Winning Websites"], "author": [ { "@type": "Person", "name": "Melissa Randall", "url": "https://www.leanlabs.com/blog/author/melissa-randall" } ], "dateModified": "2026-07-22 09:07:43.000Z", "description": "If I were to give any advice about launching a new website, it would be this expect the unexpected. I've worked on countless client websites, and from the unexpected, I've learned a website project can quickly go off the rails. Website projects are already notorious for going over budget, as it is. 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