How we launched BorrowingWell in a little over a month (Part 1 of 2)

Luke Bussey
Luke Bussey

Luke Bussey

2 min read


  1. Minimal viable website
  2. Content (copy) is king

After choosing a suitable and available company name, we needed a website and a clear business goal. In this post, I’ll be writing about the steps we took to launch our website in a little over a month.

Minimal viable website

Ask me how long it takes to launch a website and I'll ask you how long a piece of string is. I've seen websites launched in as little as a week or taking months. With just two stakeholders, Tom and myself, I knew if we focused on the essentials we could relatively quickly get a site up and begin our initial sales and marketing campaigns.

Content (copy) is king

Before designing and building the website I needed copy.

Copywriting is the focus of ads, sales letters, sales emails, PPC landing pages, and more.

Because we were working from assumptions about the business that we would validate over time, nothing we did would be set in stone. Knowing that we would continually improve and iterate on the website, meant that we could launch with something good enough.

But before writing a line of copy, we needed to figure out a few things first that would be essential with each one informing the next.

  1. Mission and values
  2. Ideal Customer Profile (ICP)
  3. Branding and positioning
  4. Go-to-market strategy
  5. Distribution strategy

In part two of this post, I'll be diving deeper into each of these topics and how they are the necessary precursors to launching our website.

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