Why Website Projects Are Never Really Finished

You’ve probably heard it — or even said it — before: “Let’s wrap this project up, the site is done!”. But a few weeks go by, and suddenly you’re back in the files, making “just a quick change” for the client. Then another. And another. Sound familiar?

In reality, website projects are never truly finished. And that’s not a bad thing — but it does mean we need to rethink how we treat post-launch work.

The Myth of the Final Delivery

There’s this common idea that a website goes through a clean, linear process: Brief → Design → Development → Approval → Launch → Done. But ask any freelancer or agency what happens after launch, and the story changes:

• “Can we just update the contact form?”
• “We forgot to add this new team member.”
• “Actually, we need a new landing page for that campaign.”

You get the idea. The project may have launched, but the work keeps evolving.

Websites Are Living Documents

A website isn’t a printed brochure — it’s a live, evolving presence. Businesses change. Teams change. Offers change. That means the site needs to keep up. In other words, a website isn’t a project. It’s a process. And when you treat it like a one-and-done job, you end up:

• Underestimating how much support will be needed
• Losing track of what’s been done post-launch
• Giving away hours of unpaid work
• Burning your team on endless “quick fixes”

Clients Don’t Know Where the Line Is

Let’s be honest: most clients don’t know the difference between a change request, a support ticket, or a new feature. For them, it’s all the same: “Can you help me with this on the website?”

That’s why agencies and freelancers often end up saying yes to everything — or worse, chasing down buried email threads and trying to remember if something’s already been billed.

The real problem? There’s no clear process in place for ongoing requests.

So… What Can You Do?

Here are a few steps that experienced teams take to manage this reality:

1. Set expectations early

Make it clear from the beginning that post-launch changes are normal — and billable.

2. Offer a website maintenance plan

Turn ongoing work into a recurring service. You’re not just building — you’re maintaining, optimizing, and evolving.

3. Centralize client requests

Avoid email chaos. Use a centralized system so your whole team can see, respond to, and track requests clearly.

4. Track time and usage

If your client has a support plan, make sure you know how much time they’ve used — and how much is left — without digging through Slack and spreadsheets.

Stop Fighting the Nature of the Work

Website projects don’t “end.” They evolve. The sooner your team embraces that reality, the sooner you can build a smoother workflow — and turn what used to be a headache into a recurring revenue stream.

After all, what if post-launch didn’t mean loose ends, but long-term value?