Illustrative photo.
Every small business website project runs through the same basic phases, yet most owners start one with no idea what happens when. That is how simple projects drift for months and how surprise costs appear. A clear timeline template fixes this: it shows each phase, who is responsible, and how long each step typically takes, so you and your developer stay honest with each other. Below is a practical template you can adapt to almost any small business website, with realistic week ranges drawn from how these projects actually unfold.
The six phases of a website project
Most projects move through discovery, content, design, development, review and testing, then launch. Some phases overlap, and content work usually runs in parallel with everything else, but the order rarely changes. Use the week ranges below as planning guides, not promises: the biggest variable in almost every project is how quickly content and feedback arrive.
Phase 1: Discovery (1 to 2 weeks)
This is where the project gets defined. You and your developer agree on the site's goals, the pages it needs, the features it must have, and what success looks like. Expect a kickoff conversation, a written scope or proposal, and agreement on timeline and payment terms. Rushing discovery is the most expensive shortcut in web projects: vague goals here become expensive revisions later. If a developer wants to skip straight to design, treat that as a warning sign. Our guide to how to choose a web developer in Windsor, Ontario explains what a proper process looks like and which questions reveal whether a developer actually follows one.
Phase 2: Content gathering (2 to 4 weeks, runs in parallel)
Content means your words and your images: service descriptions, about page copy, team bios, FAQs, product details, and photographs. This phase starts early and runs alongside design and development, because it almost always takes longer than anyone expects. In our experience, projects wait on copy and photos more than on code, so start writing the day the project begins, not the week design finishes. Assign one person on your side to own content decisions. Committees do not write copy; they delay it.
Phase 3: Design (2 to 3 weeks)
With the scope and content underway, the developer creates the visual design, usually starting with the homepage and one or two key pages before rolling out the rest. You review, give consolidated feedback, and approve. Plan for two rounds of revisions, which is standard. The way to keep design on schedule is to give specific, grouped feedback in writing rather than a drip of comments over several weeks. Vague feedback like 'make it pop' restarts the clock; specific feedback like 'the headline should mention emergency repairs' moves things forward.
Phase 4: Development (3 to 6 weeks)
This is where the approved design becomes a working website: pages are built, forms and booking or checkout features are wired up, and the content management system is configured so you can edit the site later. Simple brochure sites land at the shorter end; sites with booking systems, e-commerce, or custom features land at the longer end. Good developers show you progress on a staging link during this phase rather than disappearing for a month. If you have not seen anything by the halfway point, ask for a demo.
Phase 5: Review and testing (1 to 2 weeks)
Before launch, the site gets tested properly: every page on desktop and mobile, every form submission, checkout or booking flow end to end, loading speed, and basic search engine setup. You do a final content review and sign off. Build a simple punch list, a single document where all remaining issues live, and agree that anything not on the list waits until after launch. Without a punch list, the review phase expands forever.
Phase 6: Launch (1 week)
Launch week covers the final backup, moving the site to its live home, connecting the domain, setting up analytics, submitting the site to search engines, and a final round of checks. Plan a soft launch first: go live quietly, test everything in the real world for a few days, then announce. Keep your developer on standby for the first week, because small issues always surface under real traffic.
How to use this template
Copy the six phases into whatever you use to track work, a spreadsheet, a project tool, or even a shared document. For each phase, write the owner's name next to it: most delays come from tasks nobody owned. Add two dates per phase, a target and a latest acceptable date, and agree with your developer what happens if a date slips. Review the timeline together every week or two; a five-minute check-in catches drift before it becomes a crisis. If your developer cannot map your project to phases like these, they do not have a process, and your project will feel it.
What compresses or extends the timeline
Three things compress a timeline: content delivered on time, fast consolidated feedback, and a developer who shows work early. Three things extend it: late content, feedback by committee, and scope added mid-project without adjusting the schedule. Adding features halfway through is normal and fine, as long as the timeline and price move with it. Get that adjustment in writing before the new work starts.
Frequently asked questions
How long does a typical small business website take?
A simple brochure site usually takes four to eight weeks from kickoff to launch. Sites with booking, e-commerce, or custom features typically take eight to sixteen weeks. The single biggest variable is content: have your copy and photos ready and everything moves faster.
Can I get a website launched faster?
Sometimes. If your content is ready, your feedback is fast, and the design is based on a proven layout rather than built from scratch, a simple site can launch in three to four weeks. Speed costs either money or flexibility, so decide which you are willing to trade.
Who is responsible for writing the website content?
Usually you, with guidance from the developer. You know your business; the developer knows how to structure it for the web. Some developers offer copywriting as an add-on, which is worth considering if writing is not your strength, because waiting on copy is the most common cause of delays.
What should I do if my project is already behind schedule?
First, find the actual bottleneck: it is usually content or feedback, not code. Then reset with a written punch list and firm dates for the remaining work. If the developer is the bottleneck and unresponsive, read our guide on switching web developers safely before things get worse.
A realistic timeline protects both sides: you know what to expect, and your developer knows what you expect. If you are planning a new site and want a timeline built around your actual content and features, Get a free quote. We will map your project to these phases and give you honest dates before you commit to anything. Learn more about website development services.