Your website is faced with a problem disguised as a benefit: easy changes. Adding content, functionality, or other complexity in the short term is easy, but in the long term can cause your site to sink under its own weight.

Your web presence isn’t an object of art, like a model ship in a bottle. But we often treat our websites that way, for instance applauding one-off sites because they seem impressive when actually they fracture the user’s overall experience of your brand. Your website is more like a ship with a crew that needs to negotiate changing seas in order to get somewhere.In particular, you need to think business first (where are you going and under what conditions) and consider the long term and broad impacts of any potential change you make to your site.