Web design agencies - What to look for

Going live

So everything's ready to go and your site is about to go global. Don't make the mistake of treating launch day simply as a matter of flicking the switch. Plan your launch strategy well.

If your site has been heavily publicised prior to launch, you have to make sure the infrastructure can cope with initial demand. Interest in the launch of Encyclopaedia Britannica online was so enormous that the site collapsed under the sheer weight of hits only hours after going live. Their network servers had to be replaced and the site was not back online for another three weeks. This lack of foresight was a major embarrassment to the company, but could be far more disastrous for a company not already established in the offline world.

If your website is to be your main source of revenue, it's important to show right from the start that you've got your strategy right.

"You need to be working on plans that let you bring the site to market in a way that will work," said Fred Johnson of online flower retailer FTD.com. "That involves various rounds of lockdown, testing and stress testing before you flip the switch or before you put up a new level of software or any form of technology."

The alternative is to go for a soft launch. Despite having thoroughly tested the site prior to launch, it's almost impossible to predict every eventuality, technical and otherwise, that could affect your site once plunged into cyberspace. This approach could be attractive if you are a company offering specialist services, and don't want to attract hoards of single hitters. It also allows you to test public reaction to the site, make more accurate predictions of traffic flow, and decide on the amount of advertising necessary to boost your customer base.

There are no hard and fast rules in choosing both a design agency and a launch method. It all depends on the type of business you are putting online. While one agency may be perfectly suited to your needs, it may not be to another's. Whoever you choose, may your venture be a success.