A website is an employee. Manage it like one
When you hire a sales rep, you don’t stick them in a room for three years, ignore them entirely, and then fire them if sales drop. You review their performance weekly. You adjust their script. You give them feedback.
Why do you treat your website, which interacts with more buyers than your entire sales team combined, any differently?
The 90-Day Iteration Cycle
The moment a website launches, it begins to degrade against the competition. You must operationalize its growth.
Every 90 days, look at the Heatmaps and Google Analytics. If 80% of users scroll past your “About Us” video without clicking, delete the video. If your product page for “Linear Actuators” is getting traffic but zero form fills, change the call to action from “Contact Us” to “Get Exact Pricing.” Treat the website as a continuous experiment, not a static monument.