The difference between an average and a great website comes down to a business owner who understands the website development process.
If you are unsure how to develop a website to grow your business, read this.
This is a complete overview of the website development process for business owners looking to build a solid online presence to grow their businesses.
If you’re starting a website development project, this comprehensive website development guide will give you a clear understanding of each aspect of the website development process.
In this guide, we’ll explore the following:
- Domain name
- Website development
- Website maintenance
- Website support
By the end of this post, you’ll have a clear understanding of the following:
- How to choose a domain name
- Best hosting providers
- Different elements of website development
- Website maintenance
- Website support
Let’s get started!
1. Domain name
Let me start this with domain name definition for beginners.
What is a domain name for a website?
A domain name is a unique address that identifies your website online. It serves as your online identity, allowing users to access your website.
A custom domain name enhances professionalism and credibility for your online business or personal website. You can create custom email addresses with a domain name, further strengthening your brand image.
What are the main parts of the domain name?
The domain name consists of two primary parts:
- The domain label
- The domain extension.
The domain label is the unique name that you choose for your website, representing your brand or purpose. The domain extension, the top-level domain (TLD), comes after the domain label and signifies the category or type of website.
Common domain extensions include:
- Country-specific extensions like .uk or .de.
The domain label and extension form a complete domain name, such as “example.com” or “yourbrand.com”.
Domain labels and extensions work together to shape your online presence, ensuring a distinct and memorable website address.
Are there any advantages or disadvantages of different domain extensions?
There are advantages and considerations associated with different domain extensions.
- .com: The most widely recognised and established domain extension, offering credibility and familiarity to users.
- Country-Specific Extensions (e.g., .uk, .de): Target a specific geographic audience, enhancing local relevance and trust.
- Industry-Specific Extensions (e.g., .tech, .edu): Tailor your domain extension to your industry, conveying specialisation and expertise.
- New Generic Extensions (e.g., .guru, .photography): Provide unique branding opportunities and memorable online identity.
- Availability: Popular extensions like .com may have limited availability, requiring creative alternatives or modifications.
- Geographic Limitations: Country-specific extensions may limit your international reach or create confusion for a global audience.
- Perception: Some extensions may carry certain perceptions or associations that can impact how your website is perceived.
- SEO Considerations: While the domain extension doesn’t directly affect SEO, user perception and click-through rates may indirectly influence search engine rankings.
Carefully weigh the advantages and considerations associated with different domain extensions to choose the one that aligns with your branding, target audience, and long-term goals, ensuring a solid and effective online presence.
Is domain name important for branding?
Absolutely, a domain name plays a crucial role in building and reinforcing your brand identity.
- Brand Recognition: A well-chosen domain name that aligns with your brand name or reflects your brand’s values and offerings enhances recognition and memorability.
- Professionalism: A unique and personalised domain name adds a professional touch to your online presence, instilling trust and credibility in your audience.
- Consistency: Using your brand name or a relevant keyword in the domain name helps maintain consistency across your website, email addresses, and other online platforms.
- Differentiation: A distinctive domain name sets you apart from competitors and allows you to carve out a unique space in your industry.
- Online Visibility: Having a powerful domain name that mirrors your brand has the potential to enhance your online presence, simplifying the process for prospective customers to locate and interact with your website.
Choosing a domain name that aligns with your brand and effectively communicates your identity can strengthen your branding efforts, enhance your professional image, and establish a solid foundation for your online presence.
Does domain name play any role in website SEO?
The domain name does play a role in website SEO (Search Engine Optimization).
While it’s not the sole determining factor, the domain name can influence SEO in several ways:
- Keywords: By including relevant keywords in your domain name, you can effectively communicate to search engines the nature of your website and potentially enhance its ranking for those specific keywords.
- User Perception: A domain name that aligns with the content and purpose of your website can create a positive user experience and improve click-through rates, which indirectly impacts SEO.
- Branding and Trust: A strong and reputable domain name can contribute to building your brand and establishing trust with users and search engines, leading to better visibility and credibility.
- Backlinks and Referrals: A memorable and descriptive domain name is more likely to attract backlinks and referrals from other websites, which can positively impact your SEO efforts.
- Domain Age and History: Older domains with a clean history tend to have an advantage in SEO compared to newly registered domains.
While the impact of the domain name on SEO may not be as significant as other factors like content quality and backlinks, it’s still worth considering when choosing a domain name for your website.
How do you choose the best domain name?
Choosing the best domain name involves careful consideration and aligning it with your brand, target audience, and long-term goals.
Here are some tips to help you choose an effective domain name:
- Reflect your brand: Select a domain name that reflects your brand identity, values, or core offerings. It should be memorable and resonate with your target audience.
- Keep it concise and easy to spell: Aim for a domain name that is concise, easy to spell, and free from complex or confusing words. This helps with brand recall and reduces the chances of misspellings.
- Include relevant keywords: If possible, include relevant keywords related to your niche or industry in the domain name. This can help improve search engine visibility for those keywords.
- Make it memorable: Choose a domain name that is catchy and memorable. It should stand out among competitors and be easy for users to remember and share with others.
- Consider domain extensions: When selecting a domain extension (.com, .org, .net, etc.) for your website, it is important to consider the nature of your website and target audience. It is generally advisable to opt for a .com extension due to its familiarity and broader recognition.
- Check for availability: Before making a final decision on a domain name, it is crucial to confirm its availability for registration. Utilize domain search tools to check their availability and to avoid potential conflicts with trademarks or copyrights.
- Avoid numbers and hyphens: It is advisable to avoid numbers, hyphens, double letters, and characters in the domain name of your website. All these kinds of elements can cause confusion and make it harder for users to remember your website name.
- Research competitors: Research your competitors’ domain names to ensure yours stands out and is unique within your industry.
- Future scalability: Consider your long-term business goals and ensure the chosen domain name allows for future growth and expansion.
- Protect your brand: Consider registering similar domain variations and extensions to protect your brand and prevent competitors from using similar names.
Remember, choosing a domain name is an important decision, so take your time, brainstorm ideas, and seek feedback from colleagues or friends before making a final choice.
Who owns the domain name?
The owner of a domain name is the individual or entity that registers and purchases the domain name from a domain registrar.
When you register a domain name, you essentially obtain the right to use that specific domain name for a specified period of time, typically through an annual renewal process.
As the owner, you have control over the domain name and can make changes to its settings, such as pointing it to a web hosting server or configuring email addresses associated with the domain.
It’s important to note that while you own the rights to use the domain name, you do not own the domain name system (DNS) itself, which various organisations and governing bodies responsible for allocating and administrating domain names manage.
What is the cost of the domain name?
The cost of a domain name can vary depending on several factors, including the domain registrar you choose, the specific domain extension (.com, .org, .net, etc.), any additional services or features included with the domain registration, and the length of the registration period.
On average, a domain name can range in price from as low as $10 to $50 per year.
However, certain domain extensions or premium domain names with high demand or specific keywords can be more expensive. Additionally, some domain registrars may offer discounts or promotional pricing for the first year of registration.
It’s important to consider that the cost of a domain name is typically an ongoing expense, as you’ll need to renew the registration annually or for the chosen registration period. Renewal costs can be similar to the initial registration fee or vary slightly.
It’s recommended to explore different domain registrars, compare pricing, and consider any additional services or features included with the domain registration before making a decision.
Common mistakes people make when choosing a domain name
Choosing a domain name is an important decision that can impact the success of a website.
Here are some common mistakes people make when choosing a domain name:
- A domain name that is too long or complex: A domain name that is too long or complex can be hard to remember and spell, leading to lost traffic and visitors.
- Using slang or difficult spellings: Slang or difficult spellings may seem unique or creative, but they can be confusing for visitors and hurt the website’s credibility.
- A name that is too similar to a competitor’s: Choosing a domain name that is too similar to a competitor’s can lead to confusion and lost traffic and may even lead to legal issues.
- Not considering the future growth of the business: A domain name that is too narrow or specific can limit the growth potential of a business and make it harder to expand into new areas.
- Not doing proper research: Failing to research the availability of a domain name or check for potential trademark or copyright issues can lead to legal issues and cause problems down the line.
- Ignoring search engine optimization: Not taking search engine optimization into account when selecting a domain name can increase the difficulty of achieving a high ranking in search engine results.
- Choosing a domain name based solely on cost: Cost is an important factor but choosing a low-cost domain name that doesn’t accurately reflect the business or brand which can hurt the website’s credibility and success.
Overall, choosing a domain name requires careful consideration and research.
By avoiding these common mistakes, businesses and individuals can choose a domain name that accurately reflects their brand, is easy to remember and spell, and helps them achieve their online goals.
A few other important considerations when choosing a domain name.
However, here are a few additional points to consider:
- Privacy Protection: Certain domain registrars provide privacy protection services, commonly referred to as WHOIS privacy, that effectively conceal your personal contact details from being publicly accessible within the WHOIS database.
- Transferability: Domain names have the potential to be transferred between different domain registrars. It’s important to prepare yourself and your website for this transfer process and any associated fees or requirements.
- Expiration and Renewal: It is vital to stay mindful of your domain name’s expiration date. Establishing automatic renewal or employing a reminder system can be helpful in avoiding unintended lapses in domain ownership.
- Domain Auctions and Marketplace: Occasionally, premium or highly valuable domain names are accessible for purchase. Domain marketplaces facilitate the buying/selling of domain names, often at prices higher than standard registrations.
- Trademarks and Legal Considerations: Before registering a domain name, it is advisable to conduct a thorough trademark search or seek legal advice to avoid infringing upon any existing trademarks. It can help to avoid potential legal complications in the future.
Remember, choosing and managing a domain name requires careful consideration, regular maintenance, and adherence to relevant policies and regulations.
2. Website hosting
Once you have the domain name and your address on the Internet, you need a space to store your website files on the internet.
What is website hosting?
Website hosting is your digital space on the internet to store your files. It similar to renting a house for your website on the Internet.
Just as a physical house provides a space for you to store your belongings and live in, website hosting allows your website to be accessible on the internet.
Here’s how the metaphor aligns:
- House as the Server: In the metaphor, the house represents the server. Just as a house provides the structure and space for living, a server is a powerful computer that stores your website’s files, data, and content. It is where your website “lives.”
- Renting the House: Selecting a website hosting service is like renting a home. By paying a hosting provider, you secure server space where your website’s files can reside, ensuring that your website finds a place to call home on the internet.
- Address and Domain: Just like a physical house has an address; your website hosting will give you an IP address or a domain name. This address acts as the online equivalent of a street address, enabling people to locate and visit your website on the internet.
- House Maintenance: Just as you need to maintain and take care of your house, website hosting providers are responsible for maintaining and managing the server. They ensure the server runs smoothly, securely, and easily accessible to visitors.
- Customization and Design: Like decorating and customizing your house to reflect your style, website hosting allows you to design and customize your website’s appearance and functionality. You can install software, create pages, and add features to make your website unique.
- Sharing with Visitors: When your website is hosted, it becomes accessible to visitors who can access it using your domain name or IP address. It’s similar to inviting guests to your house, allowing them to explore and interact with your website’s content.
Overall, website hosting provides the infrastructure and resources necessary to make your website available on the internet. It ensures that your website has a “home” where it can be stored, accessed, and shared with others.
Why do you need hosting for your website?
Just as you need a physical house to live in, you need website hosting for your website to exist and be accessible on the internet. Here’s why website hosting is essential, using the house-building metaphor:
- Providing a Foundation: Just as a house needs a solid foundation, website hosting provides the necessary infrastructure and server resources to support your website. It ensures that your website has a stable base to operate from.
- Storing Your Belongings: Similar to how a house provides storage space for your belongings, website hosting allows you to store all the files, data, and content that make up your website. These files are securely stored on the server provided by the hosting service.
- Ensuring Accessibility: When your website is hosted, it becomes accessible to visitors from anywhere in the world. Hosting ensures that your website is always available and can be accessed by people using their web browsers. It allows your website to be “visible” on the internet.
- Handling Traffic: Just as a house can accommodate a certain number of occupants, website hosting can handle varying levels of website traffic. It ensures that your website can handle multiple visitors simultaneously without experiencing performance issues or crashing.
- Providing Security: Website hosting services commonly provide security measures to defend your website against threats like hacking attempts, malware, and data breaches. It’s comparable to having a robust security system in place to protect your house and its inhabitants.
- Offering Technical Support: Website hosting providers often offer technical support to assist you with any issues or challenges related to your hosting environment. They can help you troubleshoot problems, provide guidance, and ensure that your website functions smoothly.
In summary, hosting is necessary for websites to be accessible, fast, and secure.
Hosting providers offer a range of services and plans to meet the needs of different websites, from small personal blogs to large e-commerce sites. Without hosting, websites cannot be accessed by users and cannot function properly, making hosting an essential component of website development and management.
How many types of hostings are there?
There are several types of hosting available, each catering to different website needs and requirements. Here are some of the most common types of hosting:
- Shared Hosting: Shared hosting involves multiple websites being hosted on a single server, sharing resources like CPU, RAM, and storage. It’s cost-effective for small to medium-sized websites but performance can be impacted.
- VPS Hosting (Virtual Private Server): VPS hosting partitions a physical server into virtual servers, granting each website dedicated resources. It offers greater control and flexibility compared to shared hosting and is ideal for high-traffic websites.
- Dedicated Hosting: Dedicated hosting provides exclusive use of a physical server for your website, granting maximum control, performance, and security. It is well-suited for large websites or high-traffic e-commerce platforms.
- Cloud Hosting: Cloud hosting employs a network of interconnected servers to distribute resources and manage website traffic. It provides scalability, flexibility, and reliability by dynamically allocating resources based on demand.
- WordPress Hosting: WordPress hosting is specifically built for WordPress-based websites to ensure optimal speed. It includes optimized settings, automated updates, advanced security features, and dedicated support to enhance performance.
- E-commerce Hosting: E-commerce hosting is purpose-built to cater to the distinct needs of online stores. It encompasses essential features like secure payment gateways, SSL certificates, shopping cart functionality, and inventory management tools.
These are just a few examples of hosting types available in the market. Each type has its own benefits, features, and price points. It’s important to assess your website’s specific needs, such as traffic volume, resource requirements, budget, and technical expertise, to determine the most suitable hosting option for your website.
|Hosting Type||Description||Average Monthly Cost|
|Shared Hosting||Multiple websites share server resources||$2 – $10|
|VPS Hosting||Virtual servers with dedicated resources||$20 – $80|
|Dedicated Hosting||Entire physical server dedicated to a single website||$80 – $200+|
|Cloud Hosting||Resources distributed across interconnected servers||$10 – $100+|
|WordPress Hosting||Optimized for WordPress-powered websites||$5 – $25|
|E-commerce Hosting||Tailored for online stores with e-commerce features||$10 – $50+|
Please note that the provided cost ranges are approximate and can vary depending on hosting providers, specific hosting plans, features included, and additional services or add-ons. These figures are intended to give a general idea of the average monthly cost for each hosting type. It’s important to research and compares different hosting providers to find the best option that suits your website’s requirements and budget.
Which hosting is best for my website?
The best hosting for your website depends on your specific needs and budget.
Each hosting type has its advantages and disadvantages, and the right hosting choice will depend on your website’s size, complexity, and traffic volume.
Shared hosting is often a good choice for small and low-traffic websites because it is affordable and easy to use. Shared hosting is also a good option for those who are just starting out and do not have a lot of technical knowledge.
For larger websites or those with high traffic volumes, dedicated server hosting or VPS hosting may be a better choice because they provide more resources and scalability. These types of hosting are also good for websites that require a high level of customization or control over the server environment.
Cloud hosting is a good choice for websites that require high availability and scalability, as it allows resources to be quickly and easily added or removed as needed. Managed hosting is a good option for those who want the convenience of having their hosting environment managed by a third party, while reseller hosting is ideal for those who want to sell hosting services to their clients.
In summary, the best hosting for your website depends on your specific needs and budget. When choosing a hosting provider and plan, it is important to consider factors such as website size, traffic volume, resources, support, and scalability.
To determine the best hosting option for your website, it’s essential to consider your website’s specific needs and requirements. Here’s a table comparing different hosting types based on common website scenarios:
|Website Type||Hosting Type||Description||Key Features|
|Small Blog or Personal Site||Shared Hosting||Multiple websites share server resources||Cost-effective, easy to set up|
|Business Website||VPS Hosting||Virtual servers with dedicated resources||More control, scalability, better performance|
|High-Traffic or Resource-Intensive Site||Dedicated Hosting||The entire physical server is dedicated to a single website||Maximum control, performance, and security|
|Scalable or Fluctuating Traffic Site||Cloud Hosting||Resources distributed across interconnected servers||Scalability, flexibility, reliability|
|WordPress Website||WordPress Hosting||Optimized for WordPress-powered websites||Preconfigured settings, automatic updates, support|
|E-commerce Website||E-commerce Hosting||Tailored for online stores with e-commerce features||Secure payment gateways, shopping cart functionality|
Please note that this table provides general recommendations, and the best hosting option for your specific website may depend on factors such as your anticipated traffic, resource requirements, budget, technical expertise, and any specific features or functionalities you need. It’s advisable to assess your website’s needs and compare different hosting providers to make an informed decision.
Other important website hosting considerations
Here are a few additional aspects you should consider while selecting your hosting provider.
- Server Locations: Discuss the importance of server locations and how they can impact website performance for your target audience. Highlighting the significance of choosing server locations closer to your target audience to minimize latency and improve loading times.
- Scalability Options: Explaining the scalability options provided by hosting providers, such as the ability to easily upgrade resources as your website grows. Discussing the flexibility of scaling up or down based on traffic fluctuations or changing needs.
- Uptime and Reliability: Emphasizing the importance of uptime and reliability in website hosting. Discussing the guarantees or service level agreements (SLAs) provided by hosting providers to ensure continuous website availability.
- Security Measures: Detailing the security features and measures offered by hosting providers to protect your website and data. This may include SSL certificates, firewalls, malware scanning, regular backups, and intrusion detection systems.
- Customer Support: Discuss the availability and quality of customer support provided by hosting companies. Explaining the different support channels (such as live chat, phone, or ticket-based systems) and their responsiveness.
- Additional Services: Exploring any additional services or features provided by hosting providers, such as website builders, one-click installations, or developer-friendly tools.
- Migration Assistance: Mentioning if hosting providers offer migration assistance or tools to help you seamlessly transfer your website from one hosting provider to another. Discussing any potential challenges and considerations during the migration process.
3. Website development
It is good to have a domain name and hosting before you start developing your website. However, you can start the website development prior to buying a domain name and hosting.
However, you must have the following before you start developing your website:
- Website wireframe
- Branding elements
- Content (you can get away with dummy content)
- Website features list
- Technology stack
- Timeline and budget
I have covered the following elements in separate guides:
- A website wireframe, design and branding elements
- Website content
Therefore, I’ll focus on the following elements to stay focused on the topic of this guide:
- Website development process
- Website development tools and resources
- Quality assurance and testing
- Website maintenance
- Website support
Let’s dive deep into these website development elements!
Website development process
Now that we have covered essential aspects like domain name selection, hosting, website wireframe, and design, and website content, let’s delve into the website development process itself.
This is where the magic happens, and your vision starts to take shape.
The website development process involves transforming your ideas, goals, and branding elements into a fully functional and visually appealing website. It’s a step-by-step journey that requires careful planning, technical expertise, and attention to detail.
Let’s explore each phase of the website development process:
- Planning: This initial phase sets the foundation for your website. It involves defining your website’s structure, functionalities, and features. You’ll identify the number of pages, their layout, and the overall user experience you want to create.
- Development: This is where the technical implementation takes place. Your developers will use the chosen technology stack to build the website’s structure, functionalities, and integrations. Also, follow best practices to ensure clean code, optimized performance, and compatibility for all screens.
- Testing and Quality Assurance: Prior to launching your website, developers perform testing to detect and address bugs, errors, and compatibility issues, guaranteeing a smooth user experience. Quality assurance is an essential stage in delivering a refined and flawless website.
- Launch and Deployment: Once everything is thoroughly tested and approved, it’s time to launch your website to the world. Your development team handles the technical aspects of deploying the website to your chosen hosting environment, ensuring a smooth transition.
- Post-Launch Support: Your partnership with your development team doesn’t end with the launch. They should offer you with ongoing support and maintenance to ensure your website remains secure, up-to-date, and optimized for performance.
I hope this gives you a clear picture of the website development process.
4. Website maintenance
Congratulations on launching your website!
However, it is the start of a new beginning.
Your website is not a static entity; it requires ongoing maintenance and updates to ensure its optimal performance and longevity. Website maintenance is crucial for keeping your website secure, up-to-date, and relevant to your audience.
In this section, we’ll explore the importance of website maintenance and the key areas to focus on:
- Security Updates: The online landscape is constantly evolving, and security threats are ever-present. Regularly updating your website’s software, plugins, themes, and frameworks is essential to protect your website from vulnerabilities and potential breaches.
- Performance Optimization: Website speed and performance play a significant role in user experience and search engine rankings. Optimizing your website’s loading time, minimizing file sizes, and optimizing code can greatly enhance user satisfaction and boost your website’s rank.
- Content Updates: Regularly updating your website’s content with fresh blog posts, articles, product updates, and promotions shows commitment, engages your audience, and fosters customer loyalty. Review existing content for accuracy and relevance.
- Backups and Data Protection: Regularly backing up your website’s files and critical data safeguards against data loss from accidents, server crashes, malware attacks, or accidental deletions. Implement robust backup solutions and store backups offsite for added protection.
- Monitoring and Analytics: Track website performance, user behavior, and key metrics with analytics tools. Analyze data to identify improvements, measure marketing success, and make data-driven decisions for enhanced website performance.
- Technical Support and Troubleshooting: Reliable technical support resolves website issues promptly, ensuring a seamless user experience. Whether it’s compatibility, broken links, or functionality problems, quick troubleshooting is essential.
Remember, website maintenance is an ongoing process, and neglecting it can lead to security vulnerabilities, decreased performance, and a decline in user engagement. By prioritizing regular updates, optimization, content refreshment, backups, monitoring, and technical support, you’ll ensure your website remains a valuable asset that continues to support your business objectives.
5. Website support
Building and maintaining a successful website requires ongoing support to ensure its continuous operation and address any technical issues that may arise.
In this section, we’ll delve into the importance of website support and the resources available to assist you:
- Technical Support: Reliable technical support is vital for resolving website issues promptly, ensuring minimal downtime and a seamless user experience. Choose a web development agency or hosting provider with dependable technical support.
- Content Updates: Website support ensures your site remains up-to-date with the latest information, products, and services. Get assistance with content updates, or use a user-friendly CMS to handle updates yourself.
- Security Monitoring: Regular security monitoring detects and addresses website vulnerabilities. Support includes implementing firewalls, malware scanning, and SSL certificates for data protection and a secure browsing experience.
- Backup and Recovery: Website support includes regular backups of your files and critical data, serving as a safety net against data loss, server failures, or security breaches. Automated backups and offsite storage offer added protection.
- Performance Optimization: Continuous performance optimization ensures a fast, responsive website. Support involves monitoring metrics, analyzing bottlenecks, and implementing techniques like caching, compression, and code optimization for a seamless browsing experience and improved search rankings.
- Updates and Upgrades: Technology evolves rapidly, and your website needs to keep pace. Website support includes staying up-to-date with the latest software versions, security patches, and feature upgrades. Regular updates and upgrades ensure compatibility and access to new functionalities.
- Training and Documentation: As a website owner, it’s valuable to have access to training materials and documentation that guide you through the website management process. Website support helps you to navigate your website, make updates, and perform routine maintenance tasks.
By investing in comprehensive website support, you ensure that your website remains secure, up-to-date, and optimized for performance. This allows you to focus on your core business activities while knowing that your online presence is in capable hands.
Congratulations! You have reached the end of our comprehensive website development guide for founders and CEOs. Throughout this guide, we have explored each element of the website development process, empowering you with the knowledge and understanding to build a solid online presence for your business.
We started by discussing the importance of a clear message and how the StoryBrand framework can help you clarify your brand’s communication. From there, we delved into crucial aspects such as domain name selection, hosting, website wireframe and design, content creation, and the website development process itself. We also highlighted the significance of regular maintenance, quality assurance, and ongoing support to ensure your website’s continued success.
By following the guidance provided in this guide, you now have the tools to make informed decisions, collaborate effectively with web development professionals, and create a website that not only represents your brand but also drives growth and engagement.
Remember, building a successful website is an ongoing process. Continuously monitor your website’s performance, stay updated on industry trends, and adapt your online presence to meet the evolving needs of your target audience. Embrace the opportunities that technology and digital marketing offer, and never hesitate to seek assistance when needed.
We sincerely hope that this guide has been a valuable resource in your website development journey. Should you have any further questions or require additional support, our team of experts is always here to assist you.
Thank you for choosing us as your trusted partner in growing your business online. Wishing you great success as you leverage the power of a well-crafted website to reach new heights!