How to launch your new custom website – Pre & Post Launch Strategy

 In Campaigns, Content Marketing, Digital Marketing, Digital Marketing Blog, Marketing Tips, Website Design

3 Rules of thumb when launching a new website.   

Whether you’ve started your own business or have been tasked to find new ways to spread the word, planning for a website launch can seem pretty daunting – but it doesn’t have to be.

The key to any successful website is to truly understand what you need to get out the investment – data, metrics, new business leads, brand awareness, etc. During initial consultations with our new clients, we like to run through a pillar of questions that will help clarify the true metric of success for their upcoming online platform.

Focus on Functionality – What should your new site be able to do?

Once you’ve narrowed down your core ideas – it’s time to focus on execution.  The functionality of your site will drive both internal productivity as well as how interactive you’d like the customer experience to be.  Think big, small and everything in-between – it’s best to exercise patience during this phase to ensure you’ve fully developed all possible outputs for the site (this will cost you a little extra time in the beginning, but save you much more in the long run!) A few examples of common functionality we’ve helped our clients build are:

  • E-commerce capabilities
  • Account portal / membership database
  • Integrated ticketing
  • Automated newsletter / mailing system API’s
  • Content posting & social engagement

Marketing & Content Management – How engaging are you willing to be?

Now that you’ve determined what functionality your site is capable of delivering, it’s critical to ensure your customers know you’re coming.  Content creation is one the most proven methods of organically growing your marketing efforts.  Based on the amount of content your business is producing – streamlining this process can boost both productivity and your bottom line. It’s important to remember that your website content is only as engaging as your last post, so having someone on your team dedicated to producing this original content should be considered a high priority prior to launch.

Maintenance / Upkeep – What happens after launch?

Think of your website as a new car – would you prefer to change the oil and rotate the tires yourself or opt to have a professional handle what’s under the hood. Depending on the model and utility of your project (ie. E-commerce based sites require a lot more security and plugin updates vs. a traditional informative based webpage) Pricing will have a direct correlation to these types of functionalities on a monthly basis. However, understanding the culture of your business will make this decision a lot simpler, and dictate how you approach monthly maintenance of your web engine.  If you expect to keep the features relatively light, it might make more sense to roll up your sleeves and do the research yourself.

Launching a new website is an exciting accomplishment, it means your business is fueled and ready to take on new heights.  Make sure to enjoy the ride, but be mindful of the what steps should be taken to ensure it’s a smooth one!

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