This guest blog post was submitted by War Paint Media.
Plan Ahead
GIVE YOURSELF TIME
A “reasonable timeline” depends on the size & complexity of your website. A 50 page website could require at least two months of development time – Leave a few weeks for buffer/testing time.
“DIYers” should double their timelines! Leave buffer time for pre-launch testing: A flawed website is never a fan favourite.
Home Work
DON’T FORGET:
a. Social media outreach
b. Public Relations
Give yourself time to build a solid email list & social media interest
Launch a press release
Timing
LOTS OF QUALITY TRAFFIC IS KEY & TIMING WILL AFFECT THE LEVEL OF ATTENTION THAT YOUR SITE RECEIVES
There is no perfect formula; however, some things to always be aware of include…
Do not launch just prior to, or during a holiday. Be wary of summertime launches as engagement is typically lower & target audiences are less engaged at this time.
Do not launch on a weekend: if anything goes wrong, you need all hands on deck to fix technical issues STAT.
The majority of websites launch on Monday or Tuesday between 8:30 and 10:00AM. Consider whether you want to follow the status quo or mix it up with a wonderful Wednesday launch.
* If you are re-launching a site, look to your past analytics for your highest traffic/conversion days & times. Pick the winning combination and make that your target day to launch.
TARGET
YOUR AUDIENCE INFLUENCES THE TIME THAT YOU SHOULD LAUNCH
- When are your target audiences online?
Are they surfing during office hours or night owls Tweeting at midnight?
- Do your research:
Young adults are most active online at 3:00PM
- Sundays are not a fun day for websites:
Generally, Sundays see low traffic to sites
CARPE DIEM
Take Advantage of Newsworthy opportunities
Align your website launch with a rebrand or other big, bold announcement! Hint: Only a well thought-out plan will allow you to do this.
MEASURE
GIVE YOURSELF THE TIME TO BE BETTER INFORMED
Make sure you have your analytics in place & launch at the beginning of a month:
This will allow you to complete a highly accurate comparison between your old website & the new one (month on month when compared to the previous year)
IN SUMMARY
Plan Ahead • Don’t Race the Digital Clock • Do your Research
Target Lucrative audiences with your Timing Prepare for Pre-Launch Marketing • Track Results
