So you want to get your product/service/thoughts in front of an audience, and you need a website. Time to buckle down and create a massive, beautiful site, right?
When you’re launching anything, the most important goal is to get data. Without data, you can’t possibly make something as good as it can be — and that applies to your website, too.
One of the biggest mistakes business owners make when launching a website is starting too big and too well designed (especially ecommerce sites).
You don’t need pages and pages of content or some fancy design. What you do need is a minimally viable website.
Here’s how to build one…
Define Your Goals
Before you do anything, you need to decide what you want to achieve with your website. What do you want people to do once they’re there? If you’re looking to make sales, what are your revenue goals?
This part of the process may seem counterintuitive — after all, this article is about creating the minimally viable product — but it’s key to building your site on the right foot. Defining your goals upfront will help you know what to look for in the data you get and whether or not you’re on the right path, so don’t skip this step.
Choose Your Platform & Domain
Most business owners feel like their website has to use fancy tools and platforms to get the job done. Not so. In fact, a simple HTML template can be all you need (you can even host it for free on G Drive if that’s your thing).
If you’re into WordPress or some other website builder and can churn out a quick website, then go that route. The point here is to get your content somewhere quickly and simply, but to also keep your options open for when you’re ready to make changes (and to track data).
A custom domain can be important – but remember that you can always change it. Your goal right now is data – not perfection. Go get a cheap domain from NameCheap or GoDaddy.
Set Up Analytics + Goals
Speaking of tracking data… the whole point of an MVP (or MVW in this case) is to capture data so you can find what works and what doesn’t. In order to be able to capture this information, you need to set up analytics and goal tracking.
The key is to make sure you have goals set up based on whatever action you want people to take. If you’re an ecommerce store, you need to be sure you have ecommerce checkout setup. Make sure it’s a goal. Make sure the whole package is working correctly, because you have to accurately track conversions (aka sales) – if you are using a minimally viable payment solution like PayPal or Gumroad – this might mean simply setting the thank you page redirect.
If you’re looking for email opt-ins, make that a goal. Any action you’re looking at as a conversion, set it up in Google Analytics for tracking. And like ecommerce sales, you don’t have to get fancy. This might mean setting your MailChimp thank you page redirect as the sign up goal.
If you plan on marketing your website (which you should), you should also link Google Analytics to Google AdWords and set up a retargeting audience with Google Analytics. And lastly, you should set up a Facebook Ads account and place a retargeting (audience pixel) cookie on your website. And learn what exactly Google Analytics does.
Set Up Focus Pages
As I’ve already mentioned, you don’t need a 100+ page website on your first launch. When you’re creating a minimally viable website, you should focus on setting up a few landing pages where you can send traffic for conversion.
In some cases, this can actually be done with a single pager.
Take this website, Fix the Electoral College . I built this with a single HTML file hosted on a Google Cloud account. I never wanted to build an entire website dedicated to the structure of American politics with all the security updates and information architecture needs — just a single, shareable resource. This single page website got clicks and shares from hundreds of key state legislators in a very targeted Twitter / Facebook campaign. Mission accomplished!
The goal is to create very specific pages (or a page) that visitors can land on and take action. If you can do that in one page — awesome! Do that. If you need more than one, then take that route. Just remember that this should be as simple and clear as possible and focused around whatever conversion you’re looking to measure.
Test, Test, Test
Once you’ve got your website up, it’s time to start testing and optimizing. The goal here is to keep what works and get rid of what doesn’t.
Keep in mind that everything you do will conform to the 80/20 Principle. I’ve seen lots of analytics profiles across a wide range of industries. In every single one, every metric conforms to 80/20.
- 20% of the products make up 80% of sales.
- 20% of content drives 80% of organic traffic.
- 20% of ad spend drives 80% of revenue.
When evaluating your website, keep your focus on the 20% that matters, and keep expanding the overall amount of opportunity. If you’ve never read much about the concept, check out the original 80/20 Principle by Richard Koch AND the follow-up 80/20 for Sales & Marketing by Perry Marshall.
Now that you’ve got your minimally viable website, it’s time to take some concrete next steps. Remember, this isn’t about more planning. It’s about action. The whole point of launching your MVP site is to get feedback so that you know what to do next.
To get that feedback, you’ll need to get people to your site and taking action. Check out this guide to promoting your website (for free) to get started.
Once you’ve gathered data – you’ll need to setup a more permanent website with more options. You’ll want to explore my essential guide to ecommerce platforms or my WordPress website guide or my guide to website builders.