21 Mar How to promote your website launch: An essential checklist
Congrats! If you’re reading this, chances are you just launched a beautiful new website (or you’re about to). But, once we’ve handed over the virtual keys, your job’s not quite done. Now it’s time to promote it to the world.
Brands don’t usually launch new websites “just because.” You do it because you reached a point in your business that indicated it was time.
Maybe you outgrew your old website and you needed something more polished that showcases your new offerings or new team. Maybe you just started a brand new business or merged with another brand.
Whatever the case, a website launch is a sign of your business’s growth. That’s news worth shouting about.
To help you cover all the essential bases, we’ve put together a post-website launch checklist.
If you still have time, try to create some pre-launch buzz…
If you’re a week or two out from your website launch, consider building anticipation with your audience first. Let them know you have a rebrand/new website in the works and tell them how excited you are to share it with them.
You can talk about how this launch is a sign of your business’s growth and that you’ll fill them in on all your behind-the-scenes changes as soon as it’s official. You can also allude to the exciting new features your website will have and offer sneak peeks. Tell your audience to keep an eye out for when your site hits the web.
Now, onto the post-launch checklist:
✓ Make sure your whole team is in the loop
If you’re a solopreneur or you have a small team, this won’t be an issue. But, if you have a larger organization, it’s possible not every person will be in the loop about your new website.
If this is the case, be sure to dot your i’s and cross your t’s! Send out a company-wide announcement about the launch of your new website and bring it up in staff meetings. This means executives, interns, and everyone in between. You can also share the news with any contractors or consultants you work with.
Tell your team why you’re excited about the new website and what it means for the organization. You can also encourage them to share it with their circles (e.g. on LinkedIn) if they’d like to.
✓ Consider a new lead magnet or promo
When you’re promoting your new website, it helps to have something extra to entice visitors.
Consider ways you can offer some extra value to people who check out your new website (or purchase something from it). Maybe it’s a new free resource your audience can grab if they visit your website. Perhaps it’s a discount code to use on one of your products or services. Maybe it’s a hilarious or educational piece of content! Anything that rewards visitors in some way can make a real impact.
✓ Update Google My Business and Bing Places for Business
Google My Business lets you post updates right to your listing so it’s a great opportunity to promote your new website. If searchers see a post about a new website, there’s a good chance some of them will check it out. Creating posts also shows Google your website is active which helps build your location authority.
If you haven’t already optimized your Google My Business listing, now is the time to do it! Make sure you’re using keywords, updated images, and as many relevant details as possible. And, obviously, be sure to link your new website in your listing.
Bing also has its own version for showcasing business listings so don’t forget to set that up too. Many businesses tend to overlook it so you’re at an advantage if you cover both bases.
✓ Post about your new website on social media
Social media is one of the most fun ways to be loud and proud about your website launch.
So don’t be shy—talk about your new website on any social media platforms your business is active on. Direct people to it by including links in your posts (for Twitter, Facebook, LinkedIn, etc.) or by sending them to your link in bio for Instagram. You can also now add a URL sticker to your Instagram Stories.
Here are some extra tips for posting about your new website on social media:
- Leverage in-feed posts, stories, and Reels on Instagram.
- Make the URL to your website as easy to spot and click as possible.
- Use screen grabs and video screen recordings to walk people through your new website and any features that would benefit visitors.
- Talk about the meaning behind your new branding (if that has changed).
- Post videos of you or your team members chatting about the new website and any relevant changes to your business. Add some personality to help grab attention and create a more human-to-human connection.
✓ Tell your email list
Email is a great way to let your audience know about your new website because it gives you multiple opportunities to embed the URL throughout each message. You can also use imagery and formatting to help grab attention and encourage clicks.
Plus, you don’t have any pesky algorithms to compete with like on social media. You even have the power to segment your list and send tailored messages to each group of people in your audience. So, if you want to get fancy, you could customize the messaging based on what each group would find most interesting about your new website.
We recommend sending an initial announcement highlighting your launch, key features, and what it means for your business’s growth. After that, don’t be afraid to casually mention the new website a few more times in following emails. For example, you could include a simple “PS” that says something like “By the way, have you checked out our new website yet?”
✓ Celebrate with your current clients
Launching a new website can be a busy time, so you might forget to tell the people you’re currently working with!
If you haven’t mentioned your website launch to your clients yet, send them a quick note or bring it up in one of your regular meetings. These are the people who truly have you top of mind. Chances are, they’ll be excited for you, which means they’re that much more likely to mention your new website to others.
✓ Harness your personal circles
Never underestimate the power of your friends, family, and personal acquaintances.
If you feel comfortable, consider sharing your business’s new website on your personal social media channels and mentioning it to non-business-related people IRL.
We’re not telling you to flood your old high school classmate’s newsfeeds with endless promo posts, but the people who care about you like to see what you’re up to.
So toot your own horn a bit. Bring it up at dinner with your pals, tell your Grandma, mention it at spin class…
You never know who else might see it as a result.
Need a hand with your post-website launch marketing? We help make your brand the obvious choice.
Unfortunately, the marketing train doesn’t stop after you launch your website and tell your audience all about it. If you need a hand bringing all the marketing elements together, our Digital Marketing Strategy Sessions could be just the ticket.
During these 3-hour intensives, we develop an intentional marketing plan that builds on the awesome business you’ve created. So you can focus on your zone of genius while your brand flourishes.
Get in touch to chat about your options.