How to Promote Your Website After Launching
You've poured so much time and effort into your new website, and now it's all about making sure people notice, find, and love what you've created. Strategic marketing can help bring visitors in and boost your brand's presence after launch. Using a variety of marketing strategies ensures you connect with your target audiences and inspires them to engage with your content or products. Below are a few examples of how you could get started.
- Email Marketing: Send emails to your customers/members after your website launch to announce the new changes and build excitement about your new, user-friendly platform. Make sure to include what has changed and how they will directly benefit to keep friction to a minimum. This is also an opportunity to run an engagement-focused campaign such as a form submission for a gift card giveaway.
- Social Media Marketing: Highlight new features of your website on your social media platforms to drive awareness and demonstrate digital savviness. Social media driven traffic to a website is a positive credibility signal, so encourage interaction and click throughs.
- Guest Blogging: Connect with your local chamber of commerce or other local groups to co-write a blog about how your new and improved website can serve the needs of locals without them needing to leave their home. This PR opportunity can have additional positive impacts too.
You’ve Announced Your Site; Now It’s Time to Optimize
Just because you launched a brand-new website does not mean you can let it sit as it is for the next few years. After watching countless brands launch beautiful new websites only to let them collect digital dust and lose precious traffic, ZAG Interactive has learned that post-launch momentum is everything. Let's talk about how to keep your site performing, evolving, and working for your business long after launch day with our post launch website checklist.
Website Analytics Are Your New Friend
Your redesigned site is essentially a fresh start, which means you need to reestablish what "normal" looks like for your brand. But here's where most teams drop the ball: they check analytics once, say "looks good," and move on. It is important that you set up custom analytics dashboards that matter to your goals. Move beyond vanity metrics like total page views because those don’t tell the real story or have actionable results. Instead, build custom dashboards around user journeys, such as how many people start on your homepage and submit your contact form. What's the path visitors take before they open an account or apply for a loan? Does this lead to a remarketing campaign opportunity? These insights will do wonders for your strategic plans.
Custom analytics on your new website will help you identify which channels and touchpoints are driving results, map out the conversion paths, and gain a deeper understanding of where to allocate your marketing dollars. Making decisions without custom analytics is like driving with your eyes closed or shooting a shot in the dark. Safety first friends.
SEO/GEO Work Should Never Stop
Your redesign should have included SEO services for better ranking on search and AI engines, but post-launch, this is something that needs continual monitoring and optimization. Google's algorithm evolves frequently, AI engines are continuing to dominate, your competitors continue to make moves, and search intent shifts. Staying on top of SEO means staying relevant. Some vital SEO work to keep on top of includes content optimization, creating fresh content, and fixing broken links, among many other tactics.
If your current SEO services don’t include content optimization, you should consider implementing a more robust ongoing solution with an experienced agency. Every quarter, pull your top 20 pages by traffic and audit them. Are the meta descriptions still compelling? Is the content answering the questions people search for? Not every page needs to be updated constantly, but your key landing pages and blog content should evolve. Make sure to add new case studies to service pages, update statistics in older blog posts, and refresh screenshots if your product has changed. You will want to stay on top of broken links since they act as a dead end in the user journey and signal to Google that your site isn't well-maintained.
Your Copy Isn't Sacred
That headline you spent hours working on? We hate to break it to you but it might be underperforming. The call-to-action you thought was clever? Users might find it confusing. Your redesign gave you beautiful new pages, but the words on them should be updated based on actual user behavior. To understand your users better, run A/B tests on your highest-traffic pages. Test headlines, CTAs, button colors, form lengths—anything that affects conversion. Users change, and your messaging should change with them. One word of caution: If you’re templated to use AI to inspire this process, that’s absolutely fine but you will yield less than ideal results if AI writes your copy, so make sure the copy is ultimately written by a human so it’s unique.
Content Strategy Pays Off
Your blog needs fresh blogs aligned with your content and overall strategy after the site launches. Consistent and helpful content creation is what differentiates websites that generate leads from those that just... exist. But here's the key: your content should be strategic, not random. Every article should serve a purpose, whether it targets a specific keyword cluster, answers a question your sales team hears constantly, or addresses an objection that comes up in demos. Content without strategy is just noise. You can use your newly built analytics reports to inform your content plan. In your reports, look at which existing pages get traffic but have high bounce rates, and create supporting content that goes deeper. You will also want to identify the topics your competitors rank for that you don't and work on closing those gaps. AI specific search data can also be helpful in informing your content strategy.
User Experience Refinement
Your website redesign was hopefully based on previous data (e.g., heatmapping, analytics) , target audience generalities, digital best practices and assumptions. However, real user behavior now that the site is live may surprise you and help inform how the site evolves over time. Use heatmap tools like Hotjar or Microsoft Clarity and check the data at least quarterly. Where are users clicking that isn't clickable? Where are they dropping off? These tools show you what your actual users do so that you can maintain a helpful, frictionless UX.
As you add images, videos, and other content to your website, as well as add third-party vendor code, make sure you keep page speed in mind. Long page load times and poor response times to user actions create a bad user experience, which could lead to higher bounce rates. Key factors that impact page speed include large images/videos, unoptimized JavaScript, slow servers or hosting, too many HTTP requests, and heavy third-party scripts.
Momentum Is Everything
The difference between websites that deliver ROI for many years and those that don't usually comes down to what happens after launch. Treat your website like a product, not just a project. Products are tested and improved constantly, and that should be how you treat your new website. The launch of your redesigned website isn't a finish line - it's a platform for growth. The teams that succeed are the ones that keep optimizing, testing, and listening to what their users are telling them through data and behavior.
If your team is looking for a partner that can help you with your website optimization journey, ZAG Interactive specializes in digital strategy, analytics, search engine optimization, and ADA-compliant websites. We are happy to walk through your website vision and show you how we can achieve success together. Contact us.
