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Websites · December 2021
Stop rebuilding, start improving
Most sites do not need a rebuild. They need four specific pages fixed.
By Micheal Baptiste · Published · Updated · 2 min read
A rebuild takes four months and resets everything you learned. Improving the pages that already receive traffic takes two weeks.
Find the pages that matter
Usually four or five pages receive most of the traffic and almost all of the enquiries. Improve those before touching anything else on the site.
Change one thing at a time
Headline, then proof, then form, then price context. Sequential changes let you attribute improvement. Simultaneous changes leave you guessing again.
Rebuild only for structural reasons
Unfixable speed, an unmaintainable platform, or a genuine change in what the business sells. Appearance alone is rarely worth the lost momentum.