Building a marketing strategy to launch a website can be a team’s mega project for a reasonable amount of time. However, it’s certainly easy to feel that this big project is done once the website is running or updated.
But the truth is that it’s just the beginning. Launching, relaunching, or rebuilding a website is step one in a marketing strategy.
Let’s admit it: launching a platform for your business is stressful, entitling many phases. It’s easy to feel overwhelmed; even the most talented digital marketers feel this way. And yes, websites require time and resources. Several things might be ignored, like misspelt words or a broken link. Of course, a handful of things probably go wrong— such as link building, categorising, tone of voice, and navigation— not to mention user experience; there’s a lot to consider.
Many questions come to your mind, like what if you forget to examine an important data capture and then lose out on driving traffic or generating a bunch of new leads? Or worse, what if you don’t consider SEO strategy to target a specific audience or properly forget to set up site redirects? Your valuable search engine visitors might find a page-not-found message! It can ruin all your efforts.
Instead of worrying about the mind-blogging what-ifs scenarios, wouldn’t it be much easier to create a comprehensive website checklist to rely on before every site launch?
This checklist will be used for landing pages, enterprise websites, microsites, and everything in between. Also, you can run it down when you feel lost in the crosswords.
Fortunately, we’ve made just that. It’s a long list of things to conduct a marketing strategy to launch a website. Keep reading to learn everything you should do before, during, and even after launching a website.
What is a Website Marketing Strategy?
At its core, a marketing strategy to launch a website includes how your website will effectively drive brand awareness, generate leads, and move your potential customers through the funnel.
That’s why your website marketing strategy should include the following:
- Useful product information
- Catchy CTAs
- Use of conversational marketing
- And much more (read on to explore)
A Checklist for a Marketing Strategy to Launch a Website
Let’s break it down into an actionable and doable guide.
Implement Search Engine Optimisation (SEO)
Besides working with designers and developers (or with a website builder) to make sure your website has a great look and feel when it’s on air, you should also work with an SEO agency or specialist to ensure your new platform is search-friendly. This also should work together with a website marketing strategy.
So, what then?
SEO is the process of increasing the availability and visibility of your site through search engines by driving traffic.
Even if you don’t want to deal with an entire SEO process right away, having an SEO-friendly web structure when you launch your website will save years of pain from having to make many more adjustments in future.
Here are a bunch of important elements of well-tuned SEO to check before launching:
Define Your Keywords
Keywords are words or phrases someone types into a search engine bar like Google when searching for information about a specific topic.
If you think about how people use a search engine, you will understand those good keywords should be descriptive and specific. Then you realise how you can build your own.
Generally, they typically include plain language terms and industry. That’s what your audience uses to speak about their desires.
Indeed, when you include the exact words or phrases in your website content, search engines can identify and relate your content to the same topic and recommend it to users. Fortunately, many tools can help you identify these keywords or at least the most relevant ones to your industry. Furthermore, you should do keyword research and test them out over time.
Determine Title Tags
These titles define the purpose of each page on your website to search engines. Additionally, they spell out the headlines that appear in search results, in the browser tab when a person visits the site, and on social networks.
The title tag should be written to illustrate the page and encourage people to click clearly.
Like Mailchimp, many tools make it easy for you to set an SEO title for each page separately and preview what will appear in search engines.
Create SEO-Friendly Meta Description
Meta descriptions are summaries consisting of 160 characters or less. It refers to what appears beneath the title tag or the headline on the search result page. Optimising meta descriptions should be on your plan.
This step aims to convince potential visitors to choose your website or click through your link.
The optimal optimisation of meta description means displaying the main idea of your article in a natural and plain-spoken way. Also, you need to describe what the user will find on the page.
You can do it manually or choose software to build a meta description for each page when building your website.
Create Internal Links
Well-structured website means it’s well-ordered, organised, and linked ideally with each other.
Internal links are one of the approaches you can use to do so. These links point to other pages on your website discussing the same idea you’re referring to. These links help search engines define your site structure and make navigation easier for visitors by showing them more relevant content to what they’re searching for.
Due to this importance, you must include internal links in your marketing strategy to launch a website. Make sure they work well.
Consider Backlinks in Your Strategy
Enhancing your SEO performance will only come a long way with building backlinks.
In case you don’t know, a backlink is when a website links your website with anchor text. For instance, you write an article about measuring marketing performance, and another website finds it good enough to refer to it as a good source through the text. Congratulations! A backlink supports your website now.
Pro tip: Set up your account using a Google My Business page to boost your local SEO strategy.
Understand Your Target Audience
No business can be successful without an understanding audience, and no market strategy can be implemented without defining your optimal customers.
You need to know who your visitors are, what resonates with them the most, what they like, and what their dreams and problems are.
Also, take your time to know their behaviour and what affects their purchasing decision. Then, while crafting your marketing strategy to launch a website, explain the best way to market them—online or offline.
Introduce a Goal to Each Page
Each page on your site should look and feel connected to the same brand. Take your time to explore how to make your website elements correlate to each other.
When you create a website, enable global styles so that the same fonts, logos, and colours are consistent across the entire website.
Build Your Website Structure
If you have any, crawl your old website structure, and document what you can do better. For example, you can get an idea of your site’s hierarchy, pages, and assets using tools such as Screaming Frog.
It’s a simple yet necessary step in creating a website development plan because it will give you a more concrete view of your pages and which redirects are in place. It also will enlighten you with the current meta description to know what should be adjusted.
On the other hand, you can use the same tool to have a look at your competitors’ websites and get inspired by how you can divide your pages, making it much easier for users to navigate, and also learn how to make the site more appealing to search engines.
Investigate a Competitive Landscape Within Your Industry
It only makes sense to build your marketing strategy to launch a website by conducting a competitive analysis.
So, here are the most important questions you should ask:
- Who are your top or direct competitors in your sector?
- How good are their websites?
- Is there something wrong you can fix on your own?
- What are the industry trends you can benefit from?
- How do they drive traffic to their sites?
- Any notes you can take from their online presence that inspires you?
Invest in searching. Expand your scope to see as much as possible for visual feed. Then create something unique, compelling, and, most importantly, relevant to your customers and business.
Promote Your Website
We recommend announcing your website launch first at least a month before your big day— two weeks are good too. That will help you build momentum and excitement around your project. That’s how you can create awareness and set up a good marketing strategy to launch a website because no matter how fantastic your site is, it wouldn’t matter if no one knows about it.
Make people stick around to see your upcoming event.
You can pitch to industry-specific publications or local media through press releases if you have enough time and budget.
What if you already have a website?
It’s a smart move to write a series of blogs about your new site and explain why you do this step. Then, show your audience exciting features and new relevant functions to help build anticipation.
Moreover, publishing internal announcements is as essential as launching a website. Your team should be kept in the loop during this significant transition. You can use them all or just a couple, depending on your budget and where you can reach out to your audience.
Track Your Website Performance
Once you publish your site, leverage your website by monitoring the number of unique visits and new signups. That is how you know more about your audience.
Tools such as Mailchimp and Hotjar will give you insights about when your potential customers visit the website and what they’re looking at.
Gather this data and add it to your marketing strategy for well-targeted campaigns. Also, you can improve your website appearance based on these initial reports.
How Can Profiletree Help you?
It might still feel confusing. How do you integrate a website launch with an overall marketing plan? How to make it align with your organisational objectives?
Our team is ready to create a unique website design to help you stand out and overshine your competitors.
We will follow up with you and adjust on the fly to enhance your website performance. We will keep in touch to explore what works and what doesn’t because the critical success of digital marketing is to keep adjusting and never stop to improve your messaging based on your goals and market trends.
Now, are you ready?
Manage all your digital marketing assets with only one seasoned expert team with more than 20 years of experience in the UK market. Contact us now! We together can translate your objectives into results.