Launching a new website or unveiling a website redesign is a big deal. After months of planning and development, you want to make sure your clients and potential customers know about the updated experience that awaits them.
Our team has helped launch hundreds of websites over the years and have developed a surefire plan for success. Keep reading for the best way to introduce your new website.
Give Your Audience a Heads Up
Before you launch your new website, let your audience know what to expect. Will there be downtime during launch? Is login information going to change when the new website is live? Answering these questions in advance gives website visitors time to prepare.
It is also important to provide instructions about what visitors will need to do on the new website or how long your website will be offline. Alert messaging on your existing website and emails are effective ways to communicate about upcoming changes.
Don’t forget to build excitement while you’re drafting messages with important information. Banners or blog articles can give people a reason to experience your website after launch.
Tell People What Changed and How it Will Be Better
A behind-the-scenes look at the redesign process can help prepare people for your new website. Was there thought in your redesign to improve the user experience? Did you add a new About section? Let people know what to expect by showing them.
Here are some communication channels that can help get your message out:
- Email: Email is a tried and true digital communication channel for good reason because it works well for communicating longer messages. Be sure to link to your website multiple times in your messaging.
- Pro tip: Design your email with different sections that mention specific areas of your website. This gives you the opportunity to link to more pages than just your homepage.
- Social Media: One of the easiest and most effective ways to communicate with your audience is through social media. If this has not traditionally been part of your marketing strategy, now is the perfect time to start. Be sure to include links to your website in your posts.
- Paid ads: If you have a brand new website, it is going to take a while for traffic to start funneling in. Paid channels like Google Ads or Facebook Ads are a great way to get the message out to the masses.
Make Sure you Have Google Analytics Tracking Set Up Properly
Now that you’ve launched your website, make sure you’re measuring its success. Google Analytics provides information about how your website is being used. The accuracy of this data is only reliable if Google analytics has been set up properly. Common mistakes I have seen include:
- Tracking code placed on pages twice. When Google analytics tracking code is placed on pages twice it throws off metrics including the number of page views and bounce rate. In order to get the most accurate data, ensure there is only one instance of your Google Analytics property on your website.
- No event tracking. The goal of a website is for users to find valuable content and take action. Without setting up event tracking, you are missing out on valuable information like who downloaded your white paper or how many people clicked on specific links.
- No filter for internal traffic. Internal traffic to your website is going to act differently than clients or customers. It is important to make sure these users aren’t skewing your data. A good way to do this is to set an IP filter for your internal traffic.
- Not using campaign URLs. If you are sending users to your website through external sources like social media or email, be sure to use campaign URLs. Campaign URLs provide insight on how your campaigns are performing by tracking which content you’re linking to and where you used that link. Need help with campaign URLs? Read our how-to guide for setting them up.
Launch Time 🚀
Communicating clearly with your audience is essential for successfully launching your new website. These steps are just the beginning. A good web strategy is ongoing and should include things like SEO, social media, email and other digital marketing channels.
Now that you’ve launched your new website, start driving traffic to it with these 5 Ways to Optimize Your Website.