Launching a startup website often feels like a race against time.

The product is evolving, investors need updates, early users are asking questions and the internal team wants the website live before the next campaign, event or sales meeting. Under this pressure, companies may treat the website as a collection of pages that must be published quickly.

However, the website is often where potential customers decide whether they understand the product, trust the team and want to continue the conversation.

Austin has a well-established technology and entrepreneurship environment. The Austin Chamber reported 9,789 high-tech employer firms in the region in 2022, representing 15.5% of all local firms at the time. The city’s economic-development programs also support businesses, entrepreneurs and innovation initiatives.

This creates opportunities for startups, but it also creates competition for attention. A new company may be compared with established SaaS providers, funded startups and products serving the same business problem.

Working with a website development company in Austin can help a startup connect its positioning, user journey, interface, technology and conversion tracking before launch rather than attempting to repair each area later.

The following website launch checklist is designed for Austin startups, SaaS companies and growing technology businesses preparing to launch a new website or replace an early-stage version.

1. Confirm What the Website Must Accomplish

A startup website should not be built without a defined business purpose.

Different companies require different website outcomes. One startup may need to attract early users. Another may need to generate enterprise demonstrations, support fundraising or explain a new product category.

Possible website goals include:

• Generate free-trial registrations
• Book product demonstrations
• Build a waiting list
• Collect qualified sales enquiries
• Support an investor announcement
• Recruit early employees
• Explain the product to potential partners
• Promote an event or product launch
• Validate interest in a new idea
• Help current users find support
• Build search visibility around a problem

A website can support several goals, but the launch team should identify the primary one.

When every action receives equal prominence, the homepage may ask visitors to start a trial, book a demo, download a guide, subscribe, contact sales and view a video at the same time. This creates decision friction.

Before design begins, complete this sentence:

The most valuable action a suitable visitor can take on this website is __________.

That answer should influence the homepage, navigation, calls to action, forms and analytics plan.

2. Define the Audience More Precisely

“Startups,” “businesses” and “enterprises” are usually too broad to guide effective website decisions.

A SaaS product may be designed for:

• Founders of early-stage companies
• Marketing managers at mid-sized businesses
• Finance leaders at enterprise organisations
• Developers integrating an API
• Operations teams managing several locations
• Human resources teams improving recruitment
• Healthcare administrators managing appointments
• E-commerce teams analysing customer behaviour

These audiences use different language and look for different evidence.

For example, a founder may focus on speed and flexibility. An enterprise technology leader may prioritise security, integrations and governance. A daily user may simply want to know whether the product makes a repetitive task easier.

The website should identify:

• Primary user
• Economic buyer
• Technical evaluator
• Internal influencer
• Final approver

Not every startup has all five roles, but understanding the buying group helps the company avoid writing only for the person who uses the product.

3. Validate the Problem Before Writing the Homepage

A startup homepage should be based on customer understanding rather than internal assumptions.

Founders may describe the product through features because they are deeply involved in building it. Potential customers are more likely to think about the problem they need to solve.

Before finalising the website message, review:

• Customer interviews
• Early sales conversations
• Support questions
• Product-feedback sessions
• Trial behaviour
• Competitor reviews
• Search terms
• Demo objections
• Investor questions
• Lost sales opportunities

Look for repeated phrases customers use to describe their situation.

These phrases can help shape:

• Homepage messaging
• Feature explanations
• Use-case pages
• Frequently asked questions
• Comparison pages
• Calls to action

Research-led product design services can help startups connect customer research, UX strategy, journey mapping, prototyping and interface decisions before development. OriginUX presents product design as a process covering research, design systems, usability testing and UI/UX delivery.

4. Create a Clear Value Proposition

A value proposition should help visitors understand what the product does and why it matters.

A useful value proposition usually covers:

1. The intended customer
2. The problem or task
3. The product category
4. The important outcome
5. The main point of difference

A weak value proposition might say:

An innovative platform built for modern teams.

This language does not tell the visitor which teams, what the platform does or why they need it.

A stronger version could say:

Help multi-location retail teams monitor inventory changes and resolve stock issues from one operational dashboard.

The second statement communicates the audience, task and result.

Check the Value Proposition With New Readers

Ask someone outside the product team to review the first screen for a few seconds and answer:

• What does the product do?
• Who is it for?
• What action should I take?
• Why might it be useful?

When the answers are unclear, the page needs more work.

Internal familiarity can hide messaging problems. People who already understand the product automatically fill the gaps that new visitors cannot.

5. Decide Whether the Website Is for Validation or Scale

An early-stage startup does not always need a large website.

A focused launch may require only:

• Homepage
• Product or solution page
• About page
• Pricing or demo page
• Contact page
• Privacy information
• Terms
• A small resource section

A growing SaaS company may require a wider structure with:

• Product pages
• Feature pages
• Use cases
• Industries
• Integrations
• Pricing
• Security
• Documentation
• Customer stories
• Resources
• Company information
• Support

The website should match the company’s current stage while leaving room for growth.

Building too little can restrict discovery and buyer education. Building too much can delay launch and create thin pages that provide no real value.

Companies still validating their product can use MVP development services to prioritise core functionality, test assumptions and gather feedback before committing to a wider product. OriginUX describes its MVP approach around validation, prototyping, iterative development, API integrations, testing and launch.

6. Plan the Website Structure Before Designing Pages

Information architecture defines how website content is grouped and connected.

Startups sometimes create the homepage first and add other pages whenever a new need appears. This can produce an inconsistent structure within a few months.

Before wireframing, create a simple sitemap.

A SaaS website might include:

• Home
• Product
• Solutions
• Use Cases
• Integrations
• Pricing
• Customers
• Resources
• Company
• Contact

The correct structure depends on how buyers search for information.

Product-Led Structure

Suitable when visitors understand the product category and want to explore capabilities.

Possible sections:

• Product
• Features
• Integrations
• Pricing
• Documentation

Problem-Led Structure

Suitable when customers recognise the problem but may not know the product category.

Possible sections:

• Solutions
• Business Challenges
• Workflows
• Use Cases
• Resources

Industry-Led Structure

Suitable when the product is used differently across industries.

Possible sections:

• Healthcare
• Fintech
• Logistics
• Retail
• Professional Services

Many startups need a combination of these paths. The main navigation should remain focused, while internal links and secondary menus connect visitors with deeper content.

7. Give Important Offers Their Own Pages

One homepage cannot explain every product, audience and use case.

Dedicated pages allow the startup to provide enough information for a particular buyer need.

A strong product or service page should explain:

• Who it is intended for
• The problem it addresses
• How the solution works
• The key capabilities
• The practical outcome
• Integrations or requirements
• Relevant proof
• Pricing or engagement options
• The next step

Avoid creating pages that contain only a heading and three generic paragraphs. Every dedicated page should answer a meaningful visitor question.

For example, an Austin SaaS company serving both logistics and healthcare businesses should not reuse identical industry copy. The workflows, risks, terminology and decision criteria are different.

8. Show the Product Rather Than Only Describing It

Potential customers expect to see what they are evaluating.

A startup website can show the product through:

• Interface screenshots
• Short demonstration videos
• Interactive product tours
• Clickable prototypes
• Sample dashboards
• Workflow animations
• Before-and-after comparisons
• Template previews
• Example outputs

Each visual should explain something specific.

Do not add screenshots only to fill space. A screenshot should help the visitor understand a task, feature or outcome.

Useful captions might explain:

• How a report is generated
• What an alert means
• How a user completes a workflow
• How team members collaborate
• Where an integration appears
• Which decision a dashboard supports

Keep Product Visuals Current

Early-stage products change quickly. Screenshots can become inaccurate after a few releases.

Before launch, verify that:

• Feature names match the application
• Buttons appear in the correct location
• Navigation is current
• Sample data is appropriate
• Old branding is removed
• Beta features are labelled accurately

Assign responsibility for reviewing website visuals whenever the product interface changes significantly.

9. Use Consistent Terminology

Product, sales and marketing teams may use different words for the same capability.

For example:

• The product team calls it a workspace.
• The sales team calls it a dashboard.
• The website calls it a command centre.
• The help documentation calls it a project.

This creates unnecessary confusion.

Before launch, create a terminology list covering:

• Product name
• Plan names
• Feature names
• User roles
• Workflow stages
• Account types
• Integration names
• Calls to action

Use the same language across:

• Website
• Product
• Sales presentations
• Documentation
• Email onboarding
• Customer support

Consistency helps visitors move from the marketing website into the product without having to learn a second vocabulary.

10. Choose the Right Conversion Model

The website conversion should reflect the way customers purchase the product.

Free Trial

A free trial can work when users can reach value without significant assistance.

Check whether:

• Sign-up is simple.
• Users can start without an integration.
• Sample data is available.
• The product explains what to do.
• Trial limitations are clear.
• Users can achieve a useful result quickly.

Freemium Account

A free account can support continued product use with defined limits.

The website should explain:

• What remains free
• Which limits apply
• When payment is required
• What happens after an upgrade
• Whether data remains available after a downgrade

Product Demo

A demonstration may be more suitable when:

• The solution requires configuration.
• Several stakeholders are involved.
• Pricing depends on scope.
• Integration is required.
• Security review is expected.
• Implementation needs expert support.

Waiting List

A waiting list may suit a pre-launch product, but the page should explain:

• What the product will do
• Who it is for
• What stage it has reached
• What subscribers will receive
• When further information may be shared

Do not use “Join the Waitlist” as a replacement for a clear product explanation.

11. Make Calls to Action Specific

Generic calls to action such as “Get Started” can be unclear.

A useful button describes the next step.

Examples include:

• Start Your Free Trial
• Book a Product Demo
• Create a Free Account
• Explore the Product Tour
• Request Early Access
• Talk to a Product Specialist
• Download the Implementation Guide

The button destination must match the promise.

A “Start Free” button should not lead to a sales-enquiry form. A “View Demo” button should not immediately request several personal details unless the visitor has been told that it is a guided demonstration.

Use One Primary Action Per Page

A page can contain supporting actions, but one action should receive the strongest visual emphasis.

For example:

• Primary: Start Free Trial
• Secondary: View Product Tour
• Supporting: Read Customer Story

This hierarchy helps the visitor understand the preferred next step.

12. Reduce Friction in Forms

Forms are often where website interest turns into abandonment.

Before launch, review every field and ask whether it is required for the next business action.

A demo form may require:

• Name
• Business email
• Company
• Role
• Product interest
• A short description

It may not need:

• Full address
• Exact annual revenue
• Detailed technology stack
• Several phone numbers
• Long mandatory comments

Additional qualification can happen after submission.

Build Better Error Messages

A form should clearly explain:

• Which field has a problem
• Why the entry was not accepted
• How to correct it
• Whether previously entered information is preserved

Avoid messages such as “Invalid input” without context.

Explain What Happens Next

A short statement can reduce uncertainty:

A product specialist will review your request and contact you within one business day.

Only use a response commitment that the team can consistently meet.

13. Connect the Website to the Sales Process

Before launch, decide where every submission goes.

The workflow should identify:

• CRM destination
• Lead owner
• Territory
• Product interest
• Company size
• Campaign source
• Notification recipient
• Automatic acknowledgement
• Follow-up stage
• Failure handling

Common integrations may include:

• HubSpot
• Salesforce
• Zoho
• Pipedrive
• Calendly
• Marketing automation
• Customer-support tools
• Email platforms

Testing only whether the form displays a success message is not enough. The team must confirm that the submission reaches the correct system and person.

14. Connect the Website and SaaS Application Properly

The marketing website and application may use different technologies, but the user journey should feel connected.

Review:

• Account-creation links
• Login destination
• Password-reset route
• Product-domain changes
• Navigation between website and application
• User authentication
• Campaign tracking
• Account attribution
• Support links

Businesses that need accounts, dashboards, data workflows or connected product functionality may require structured web application development services. OriginUX lists web applications, SaaS platforms, portals, frontend and backend development, APIs and databases within its broader development capabilities.

Preserve Campaign Attribution

A visitor may arrive through a paid campaign, create an account and begin using the product on another domain.

The analytics plan should preserve relevant source information where technically and legally appropriate.

Otherwise, the marketing team may know that an account was created but not which campaign, landing page or article influenced it.

15. Prepare the Website for Search Visibility

SEO should be included before launch, not added after every page is published.

Review Page Titles and Descriptions

Each important page should have:

• A unique title
• A clear meta description
• One main page topic
• A descriptive H1
• Logical subheadings

Avoid using the same company description across all page metadata.

Use Clear URLs

URLs should be concise and descriptive.

Better:

/solutions/customer-support-automation/

Weaker:

/page?id=1782&category=4/

Add Internal Links

Internal links should connect related information.

Examples:

• Blog to product page
• Product page to use case
• Use case to customer story
• Integration page to documentation
• Pricing page to FAQ
• Location blog to location landing page

Anchor text should describe the destination naturally.

Prevent Accidental Indexing Problems

Before launch, check for:

• Noindex tags left from staging
• Blocked resources
• Incorrect robots.txt rules
• Missing canonical tags
• Duplicate pages
• Temporary URLs
• Broken navigation
• Unprotected staging environments

Create and Submit an XML Sitemap

The sitemap should include canonical pages intended for search indexing.

It should not contain:

• Redirected URLs
• Error pages
• Duplicate parameter pages
• Private account pages
• Staging pages

16. Protect Existing SEO During a Redesign

A startup replacing an older website should not assume the existing pages have no value.

Before changing URLs, review:

• Organic traffic
• Search rankings
• Backlinks
• Indexed pages
• High-performing articles
• Landing-page conversions
• Downloadable resources

Retain valuable URLs where possible.

When a URL must change, create a direct redirect to the closest relevant new page. Do not send every removed page to the homepage.

Also update:

• Internal links
• Canonical tags
• Sitemap entries
• Navigation
• Campaign URLs
• External profiles under the company’s control

17. Check Website Performance Before Launch

A startup website should feel fast even when it contains product videos, analytics, chat tools and interactive elements.

Common performance problems include:

• Oversized screenshots
• Uncompressed images
• Autoplay videos
• Too many fonts
• Several tracking scripts
• Heavy animation
• Large JavaScript files
• Unnecessary plugins
• Slow third-party forms

Before launch:

• Compress images.
• Use modern image formats.
• Load below-the-fold media only when needed.
• Provide poster images for video.
• Remove unused scripts.
• Reduce unnecessary animation.
• Test mobile connections.
• Review server response times.
• Monitor layout movement.
• Test important pages separately.

OriginUX’s performance optimisation services focus on speed, UX and code improvement across websites and digital products.

18. Test the Mobile Experience Separately

Responsive design does not guarantee a good mobile experience.

The team should test important journeys on real devices.

Review whether users can:

• Understand the product quickly
• Open the menu
• Watch a demonstration
• Read pricing tables
• Complete a form
• Create an account
• View customer stories
• Access support
• Return to the previous step

Watch for:

• Small touch targets
• Overlapping text
• Hidden buttons
• Horizontal scrolling
• Difficult comparison tables
• Keyboard problems in forms
• Pop-ups covering content
• Slow media

Do not require mobile users to zoom into screenshots or documents to understand essential information.

19. Include Accessibility in Launch Testing

Accessibility should be part of website quality, not treated as a separate optional feature.

Review:

• Heading order
• Keyboard navigation
• Focus indicators
• Text contrast
• Image alternative text
• Form labels
• Error messages
• Link descriptions
• Video captions
• Motion controls
• Table structure
• Button names

Automated accessibility tools can identify some issues, but manual keyboard testing and human review are also important.

A startup may have limited resources, but accessibility becomes more difficult and expensive when ignored until the website has expanded to hundreds of pages and several product workflows.

20. Review Security and Privacy Requirements

A website may collect:

• Contact details
• Account information
• Uploaded documents
• Payment information
• Product usage data
• Support requests
• Cookies and analytics identifiers

Before launch, document what is collected, why it is needed and where it is stored.

Security checks can include:

• HTTPS
• Secure administrative access
• Strong passwords
• Multifactor authentication
• Role-based permissions
• Form protection
• API security
• Software updates
• Backups
• Monitoring
• Removal of unused accounts
• Dependency review

Request only the information required for the next step.

Highly sensitive information should be collected through an appropriately protected system rather than a basic marketing form.

21. Publish Essential Legal and Trust Information

Depending on the company and market, the website may need:

• Privacy policy
• Terms of use
• Cookie information
• Data-processing details
• Refund or cancellation terms
• Acceptable-use policy
• Accessibility statement
• Security page
• Compliance information

These pages should reflect the company’s actual practices. Copying another startup’s legal language can create inaccurate commitments.

Legal and compliance professionals should review content that affects contractual, privacy or regulatory responsibilities.

22. Add Proof Before Asking for Commitment

Visitors are more likely to act when relevant evidence appears near the decision.

Useful proof may include:

• Customer testimonials
• Case studies
• Verified usage figures
• Partner logos
• Security certifications
• Founder experience
• Product reviews
• Implementation results
• Recognised clients

Do not use unsupported metrics or invented customer statements.

A startup without large customer results can still show credible evidence through:

• Pilot feedback
• Founder expertise
• Product demonstrations
• Research findings
• Transparent methodology
• Integration partners
• Early user quotes with permission

OriginUX’s Indusface case study shows how persona mapping, UX research and information-architecture changes were used to improve service discovery and the website lead journey. The published case study reports a 20% improvement in website traffic and lead conversion.

23. Configure Analytics Around Business Questions

Do not track events simply because they are easy to collect.

Start with the questions the team needs to answer.

Examples include:

• Which pages generate trial registrations?
• Which campaigns produce qualified demos?
• Where do visitors leave the sign-up journey?
• Which use cases attract enterprise buyers?
• Which resources influence repeat visits?
• Which pricing plan receives the most interest?
• Which device types experience form problems?

Useful events may include:

• Primary CTA clicks
• Trial starts
• Demo submissions
• Form errors
• Product-tour starts
• Video engagement
• Pricing interaction
• Integration-page views
• Document downloads
• Account creation
• Login
• Key onboarding actions

Validate the Analytics Before Launch

Check that:

• Events fire once.
• Names are consistent.
• Internal team traffic is managed.
• Form success is measured correctly.
• Cross-domain journeys work.
• Consent settings are applied.
• Test submissions are excluded where needed.
• Campaign parameters are retained.

A dashboard is not useful when the underlying events are unreliable.

24. Create a Launch-Day Monitoring Plan

The launch team should know who is responsible for each area.

Assign owners for:

• Hosting
• DNS
• Website deployment
• Forms
• CRM integration
• Analytics
• Search monitoring
• Content corrections
• Customer support
• Social announcements
• Rollback decisions

Monitor Critical Journeys

Immediately after launch, test:

• Homepage
• Main navigation
• Trial registration
• Demo form
• Contact form
• Login
• Password reset
• Pricing
• Mobile experience
• Payment or checkout
• Key integrations
• Redirects

Prepare a Rollback Plan

The team should know what to do when a serious issue appears.

A rollback plan can define:

• Which problems require rollback
• Who approves the decision
• How the previous version is restored
• How data created during the launch is preserved
• How users are informed
• How the issue is documented

Preparation reduces panic and protects important customer journeys.

25. Do Not Treat Launch as Completion

The first version of the website is based on the best available information before launch. Real visitor behaviour provides new evidence afterward.

During the first weeks, review:

• Search indexing
• Form completion
• Trial registration
• Demo quality
• Mobile performance
• Product-page engagement
• Visitor questions
• Support requests
• Sales feedback
• Technical errors

Prioritise improvements according to impact.

A page with a small spacing issue may be less urgent than a form that does not route leads correctly. A homepage wording change may be less important than a confusing account-creation step.

26. Build a 30-Day Post-Launch Plan

First 24 Hours

Check:

• Website availability
• Forms
• Analytics
• Main conversion paths
• Redirects
• Mobile pages
• Error logs

First Week

Review:

• Search crawling
• Indexing
• Enquiry quality
• Trial registrations
• Page performance
• User feedback
• Sales-team observations

First 30 Days

Evaluate:

• Conversion rate
• Traffic quality
• Engagement with key pages
• Product activation
• Content gaps
• Common objections
• Technical reliability
• Publishing workflow

The team can then create an evidence-based improvement roadmap instead of responding only to internal preferences.

Website Launch Priorities by Austin Business Type

Early-Stage SaaS Startups

Priorities may include clear positioning, product demonstration, trial registration, simple pricing and onboarding analytics.

Enterprise SaaS Companies

Priorities may include role-based journeys, security, integrations, case studies, demonstrations and procurement information.

Artificial Intelligence Startups

Priorities may include precise AI explanations, example workflows, data handling, human oversight and clear product limitations.

Fintech Startups

Priorities may include security, trust, regulatory information, onboarding, eligibility and transparent product terms.

HealthTech Businesses

Priorities may include accessibility, privacy, clear user roles, clinical boundaries and secure data collection.

Developer-Tool Companies

Priorities may include documentation, API examples, quick-start guides, sandbox access, pricing and system-status information.

Consumer Technology Brands

Priorities may include mobile performance, social proof, account creation, app downloads, support and product education.

A Practical Website Launch Process

1. Discovery

Define the product, business objective, audience, market and launch deadline.

2. Customer Research

Review user interviews, buyer questions, product feedback and competitor experiences.

3. Messaging

Create the value proposition, audience messages, proof and calls to action.

4. Information Architecture

Plan the sitemap, navigation and internal relationships between pages.

5. Wireframing

Determine content order, page hierarchy and conversion paths.

6. Interface Design

Develop responsive pages, reusable components and visual standards.

7. Technical Development

Build the CMS, frontend, forms, integrations, analytics and hosting environment.

8. Content Production

Prepare page copy, product visuals, metadata, internal links and legal content.

9. Quality Assurance

Test functionality, mobile usability, performance, accessibility, security and browser compatibility.

10. Analytics Validation

Confirm that important actions and product handoffs are measured correctly.

11. Launch

Deploy the website, check critical journeys and monitor errors.

12. Optimisation

Use behaviour data, customer feedback and sales results to improve the experience.

Questions to Ask an Austin Website Development Partner

Before selecting a website team, ask:

• How will you understand our product and users?
• Can you help clarify positioning and website structure?
• How will the website support our sales model?
• Can you connect the website with our SaaS application?
• How will CRM and analytics integrations be tested?
• Can the CMS support frequent startup updates?
• How will mobile performance be handled?
• What is your approach to accessibility?
• Can the architecture support future features and markets?
• How will existing search visibility be protected?
• What is included in launch-day support?
• How will the website be improved after launch?

The right partner should understand that startup website development involves more than publishing pages. It must connect product strategy, user experience, engineering and growth measurement.

Launch a Website That Can Support the Next Stage

An Austin startup website does not need every possible page or feature at launch.

It needs a clear purpose, a strong foundation and a reliable path for visitors to understand the product and take the next step.

Before launching, confirm that the website:

• Explains the product clearly
• Addresses a defined audience
• Uses consistent terminology
• Supports the correct conversion model
• Shows the product in context
• Works reliably on mobile devices
• Loads quickly
• Connects with sales and product systems
• Protects privacy and security
• Tracks meaningful actions
• Preserves search visibility
• Can be improved after launch

OriginUX combines research, product design and development to help startups turn early ideas into scalable websites and digital products. Austin founders and SaaS teams preparing for a launch can discuss their website requirements with OriginUX.

Frequently Asked Questions

What pages should an Austin startup website include?

A focused startup website may include a homepage, product page, pricing or demo page, About page, contact route and necessary legal pages. Growing SaaS businesses may also need feature, use-case, integration, customer-story, security and resource pages.

Should a startup build a complete website before launching its product?

Not always. The website should provide enough information to support the current business goal. A pre-launch startup may need a clear landing page and waiting list, while a product accepting users requires stronger onboarding, support and trust information.

How can a startup explain a new product category?

Begin with the familiar customer problem, current workflow and practical outcome. Introduce the new category after visitors understand why the product exists and how it changes the existing process.

Should an Austin SaaS company offer a trial or a demo?

A trial is suitable when users can experience value independently. A demonstration may be better for products requiring integrations, configuration, security review or several decision-makers. Some businesses benefit from offering separate self-service and enterprise paths.

How long does a startup website take to develop?

The timeline depends on page count, product complexity, content readiness, integrations and approval speed. A focused launch website can be completed faster than a SaaS website containing interactive demonstrations, account connections, documentation or custom tools.

How should a startup measure website success?

Measurements should reflect the main business goal. These may include trial registrations, qualified demos, waiting-list sign-ups, account creation, product activation, enquiry quality and contributions to the sales pipeline.

What should be tested before a website launch?

Test navigation, forms, account creation, mobile layouts, browser compatibility, performance, accessibility, analytics, CRM routing, redirects, security controls and all important calls to action.

Can a startup website scale without being rebuilt?

Yes, when the website uses a clear information architecture, structured CMS, reusable components and suitable technical foundation. The initial project should anticipate likely growth without building unnecessary features too early.

What should a startup do during the first month after launch?

Monitor technical errors, search indexing, user behaviour, form completion, enquiry quality and product activation. Combine analytics with customer, sales and support feedback to prioritise the first improvements.