October 28


The Future of SiteSmash

By Pete Rakozy

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The Mire of Website Development

Ours is an industry ripe with distrust as a result of many agencies over-promising and underdelivering. The general response I hear when I talk to clients and friends about past website development experiences is an overwhelming groan of,“Oh what hell! I never want to go through that again. Things took forever. Budgets went out the window. And in the end, I got garbage. But what could I do?”

That last part really bothers me. “What could I do?” How can an industry survive when the majority of clients feel their website presence is at the mercy of others? Businesses who decide to cut ties with a developer should be able to keep their website, not lose it after sinking hundreds of thousands into it because it’s on a proprietary system. Businesses shouldn’t be held ransom while a web development company hosts their site and says they can’t leave without paying extraordinary fees. These are things I’ve heard from clients and prospects in the last year. It’s maddening! In a world where things are open source, free, and always changing, we can’t allow our industry to force customers into an “oh well, what can I do?” arrangement. We must liberate and empower businesses through better best practices, agreements, and—most of all—trust. We need to work to rebuild the trust that so many other scummy development companies have tossed out like last year’s web designs.

This is what SiteSmash aims to fix. We’ve heard the complaints. We’ve talked to other website companies. The overall feel is this: people don’t like the website development process. It’s ok at best, but never do you hear people say, “wow, that was fun!” With the launch of our new brand, we aim to transform the industry perception from, groan to “When can we do that again?!”

People should love their website development company as much as they love going to Disneyworld. The whole experience should be that of wonder and amazement. We believe that your website development company should be your best friend. They are creating your online digital world. How people experience your brand, your story, and your services largely starts with and is based on their experience with your digital assets. This customer to website interaction happens monthly, even daily, for some companies. So why should we relegate website development to every two to three years? Why is it not a monthly if not weekly engagement of continuous improvement?

The Disney Development Experience

We believe that since website development should be at least a monthly engagement of ongoing improvement, the experience should be amazing, if not wondrous. The pinnacle of any service experience is, of course, Disney theme parks, which were born out of swamp and imagination. We don’t have a swamp, but the overall attitude toward website development is on the same plane of feeling as one would have for swamps. We are also young, ambitious, and a little naive in what can be done, which we believe are the ingredients for all great doers in this world. We aim to do what no other development agency has done: make the website development experience magical, something that makes people say, “Wow, that was fun!”

How are we going to do this? We don’t know, but when we figure it out, it will be a game changer. We foresee businesses flocking to us to experience the SiteSmash process. Agencies will come to us and ask us to train them on how they can do the same. We see coming out of this pursuit speaking engagements, chart-topping podcasts, workshops and conferences all around the world on how to develop this experience in our industry. We see SaaS tools being developed to help give clarity to the process of website development for both client and service provider. Above all, we see an industry changed for the better where website development is no longer a curse word but a phrase that brings hope and enjoyment.

We know, it’s a bit out there, maybe a little idealistic, but nobody ever made a difference in this world by playing it safe and doing what’s “logical.” In fact, it’s when people tell you that’s impossible and you’re crazy, that you know you’re onto something big.

Pete Rakozy

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