Q&A: I’m about to launch a website. Any advice?

Q&A: I’m about to launch a website. Any advice?

This content was originally published more than five years ago and is archived here for preservation.

More up-to-date content is available on this blog.

Here’s another question I was asked recently:

“I’m about to launch a website selling scotch whisky. Can you offer any advice?”

Hi there,

The main piece of advice I can offer is to put yourself in the shoes of the people who are (or will be) visiting your website.

  • Who are they and what do they need?
  • Are they looking for a gift for someone they know is a whisky-lover but don’t know where to start?
  • Are they whisky experts who are looking for something interesting that they’ve not come across before?
  • Are they people wanting to get into whisky, but are a bit intimidated by it all?

Only you can determine what problem you’re trying to solve and for whom, but try not be all things to all people to begin with – apply focus and solve a problem for a specific group of people as best you can.

Once you’ve become adept as serving their needs (which you measure in terms of their success in achieving what they set out to do) you can move on to solve another group’s needs.

But above all, remember that you’re not your customers. The only way to really understand what kinds of people might want to visit your site and what they want from it, is to talk to them. By which I mean LISTEN to them. You’ll learn something from them each time.

Cheers and best of luck,


Read more from Jock

The Practitioner's Guide to Product Management book cover

The Practitioner’s Guide to Product Management
by Jock Busuttil

“I wish this book was published when I started out in product management”

Keji A., Head of Product

Read a free excerpt

Get articles emailed to you

Pop your email address in and receive new articles straight to your inbox. Your email won't be used for anything else. Promise.

Jock is a freelance head of product, author and conference speaker. He has spent nearly two decades working with technology companies to improve their product management practices, from startups to multinationals. His clients include the BBC, University of Cambridge, and the UK's Ministry of Justice and Government Digital Service (GDS).In 2012 Jock founded Product People Limited, a product management consultancy and training company. He is also the author of the popular book The Practitioner's Guide to Product Management and the blog I Manage Products.

Tagged with: , , ,

Agree? Disagree? Share your views: