Launching a new website is hard. Relaunching it is much harder especially if the first one didn’t pan out. We know this because we’ve done several website projects for clients across varied industries and we’re currently working on a new one again for our own site.
It’s definitely not an easy process, but it can be also fun. The fun part is the brainstorming or ideation process where you come up with great ideas to highlight the strengths of the business. The hard part is making everything work according to plan!
Another challenging task of launching a website is the marketing activity you need to attract attention to your website. You can’t leave it to chance for people to find you. It’s essential that you market your website post-launch or all your hard work will be wasted.
Below is the to-do list once your sparkly new website is ready to meet the world:
1. Set up your Web Analytics. This is the first thing you should do before you go full blast with your marketing. This tool will help you measure what marketing tactics best drive traffic to your website or what pages drive sales or campaign goals. If you can’t make sense of the data you have, seek the help of a marketing expert. It’s important that you know how to benchmark and track visitor engagements within your website. We recommend you explore Google Analytics as it’s one of the best web analytic tools in the market. You can also try other free web analytic options such as Piwik, Clicktale, StatCounter, Clicky, Woopra, and Open Web Analytics.
Take note: Even if you already have analytics set up – make sure you have it set up to make the most of tracking. E.g. using the Google URL builders, setting up conversion goals, using the Webmaster tools.
2. Get started with SEO. Search Engine Optimization is not an option, it’s a MUST! High visibility is important for achieving a successful website launch. SEO incorporates many web strategies that aim to grow website traffic, improve search engine placement, and ensure a website is crawlable or indexed by search engines. Verify your website with Google and Bing’s Webmaster tools. Make sure the website is listed in online business directories. If you’re already listed, claim your listing and double check your business details such as your address, contact number(s), website address, social profiles, email(s) and description.
*Here’s a helpful video about the Google Search Console (formerly Google Webmaster Tools).
3. Kick off with Email marketing. After completing your analytics and SEO, it’s now time to reveal your brand spanking new website through an email announcement! Tell your friends, your clients, and your business contacts about the great news. Email marketing is a cost-effective way of reaching your target audience.
To maximise its benefits, make sure to create the right message and design. We’re big fans of MailChimp, a great email marketing tool. Ensure that your email announcement is designed based on the new look and feel of your website. You can provide direct links to pages you want to feature (for new website) or explain why the website was redesigned (for relaunch of website). Incorporate call-to-action (CTA) to encourage recipients to visit your website, and share it with others. Be sure that it’s easy for visitors to subscribe to news and updates thereby increasing your email mailing list and furthering your market reach. Finally, don’t forget to track the results of your campaign so you can improve your strategy the next time around.
* Here’s an email marketing campaign we did in 2014 for our client DFP Partners announcing their rebranding.
* As you can see from the results of this campaign, a web site launch is compelling reading to your newsletter subscribers.
4. Begin/continue blogging. Through a simple yet powerful blog or series of blogs, tell the story behind your website and why you’ve invested in it. This is a place where you can explain in detail your goals and the many things your audience can look forward from your business. Remember to include traffic-driving keywords. And, of course, make sure your blog allows readers to share posts across social media channels.
5. Generate noise in Social Media. This should be easy as we’re sure you know your way around social media. It’s a great tool to help readers find your website and content. Choose your words carefully when making the announcement. Aim for impact but don’t go overboard with posts. Your posts must be tailored to fit the audience of each platform (e.g. Use hashtags in Twitter or Instagram). Like your blogs, consistent and engaging content, shared via social media, can assist in improving your business’ online search rankings.
5. Update your other marketing materials. Go through all your marketing or brand materials and online platforms and update accordingly, in order to best take advantage of the energy surrounding the launch of your new website. Make sure that everything from the website URL in your email signature to social media profiles are all up-to-date. You can opt to customise your email template designed to match the new website in order to further solidify your brand’s look and feel.
There’s one more thing. Proofread, proofread, proofread! Don’t ruin the momentous event of launching your new website that’s peppered with grammar mistakes and typos – and broken links! Test before your website goes live.
Lastly, follow through campaigns are important. Chances are your marketing campaigns will likely fizzle not long after launch. So have some plan and keep on improving. If you want to know about our website projects, check out our portfolio.
Leave us a message if you want help in promoting your new website.