Published 4 July 2026 — 6 min read
The first version should be small on purpose
A startup marketing site needs to do three things: explain the product in a sentence, prove it is real, and capture interest. Everything else — the blog, the careers page, the six-part feature tour — can wait until there is traffic to justify it.
Optimise for change, not completeness
The technical decision that matters most is how cheaply you can change the message. Composable page sections, content in code or a lightweight CMS, and a deploy that takes minutes mean a repositioning is an afternoon rather than a project.
- A small library of tested sections beats a bespoke layout per page.
- Keep analytics and form handling boring and portable.
- Instrument the funnel from day one so decisions have evidence behind them.
Where to spend the technical budget
Spend it on speed and reliability. Investors, journalists and early customers all arrive on mobile, often on poor connections, usually once. A slow first visit is an expensive way to save a week of engineering.
What to defer without guilt
Custom illustration, complex animation, multi-language support and elaborate CMS modelling can all wait. None of them are the reason an early-stage product wins or loses.
Next step
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