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When I talk to a client about their new website, invariably there are elements of a design project which are unclear. They know what their business does and perhaps the proud history and achievements. Yet, things tend to get a little fuzzier when we discuss what they are going to do in the future.

Perhaps it’s a new product that’s still in development or a feature they want to add to the site (such as a News section) that requires an ongoing member of staff to maintain. Invariably this relatively minor issue tends to hold everything up.

To break the impasse, I usually suggest we hold back and add it later. Because, why not? It has the advantage of streamlining the project, making it more manageable in the short term. Plus, adding in additional features later allows for organic growth. Rather than a compromise, I like to think of this as ‘incremental web design’.

You get the full project, but in a planned, gradual way.