You’ve invested valuable time working with your team to build and refine your brand new website. Now that it’s launched, how do you promote it to get the word out and start reaching your ideal potential leads? We’ve compiled a list of quick actions and ideas to help you get your new website on its way to targeted traffic.
1. Add to Email Signature
If you use a default email signature, be sure to include your new website address. Or, if you already do, add a note in bold announcing your newly launched website. Bonus: add a one-line highlight below your URL introducing a new feature, benefit, or valuable info that can be found on your new website to attract clicks.
2. Post on Social Media & Update Bios
On your social media accounts, be sure to update your bio sections with the new website address. If your website is a relaunch, add a note in your bios that indicates your website is recently revamped and highlight a few reasons to check it out.
Your social media presence is also a valuable avenue to promote your new website. Schedule a series of posts that outline new information, new features, or new benefits of the site. Organic posts are always free and are a great way to reach and engage your existing followers; however, you may consider a paid ad campaign on any appropriate platforms to reach visitors beyond your followers. Be sure to directly address reasons your visitors would benefit from your new site, such as clarification of services, new or refined services, or more user-friendly processes.
Bonus: Check out our free 90 Day Social Media Planner for three months of daily post ideas.
3. Email to Subscribers
If you collect an email subscriber list, this is a great opportunity to announce your new website to your warmer audience. Highlight the benefits of your new site, being sure to segment your list and write targeted content to each segment as it applies.
Bonus: it’s always beneficial to reward folks who subscribe to your email list. If you are the kind of business that can offer a special promotion exclusive to your subscribers, tying a new promotion into your new website announcement can drive action for new business. As an example, if you’re an e-commerce shop, perhaps an exclusive discount code, free shipping, or access to exclusive products. Or, if you’re a service-based business, include a value-add service or item that is related to your clients’ needs. Create time sensitivity by applying a deadline to these benefits.
4. Update Online Directory Listings
If your business is listed in any online directories, such as Chambers of Commerce, Better Business Bureau, or industry-related websites, ensure your listings are up-to-date with your new website information. This can also include your Google Business Profile for local traffic.
5. Inform Your Staff
As much as we’d love to believe our employees are fully in touch with the goings-on in our business, it’s not always the case. Make a formal announcement to your staff about the new website, highlighting the best reasons the project was launched and the types of changes they may expect in their roles. Your employees can be your biggest promotors, so if they understand why your website was rebuilt, or the purpose and goals of your brand new site, they’ll be important contributors to your online traffic and potential leads.
6. Search Engine Optimization
SEO is a huge contributor to your website’s incoming traffic. If done properly, you can reap the benefits long-term of targeted organic traffic that turns into leads. If you’ve worked with a reputable website developer, your site will have been created with SEO basics in mind such as technical performance, valuable and on-point content, and a user-friendly experience. SEO, however, goes well beyond these basic foundations to leverage your position in organic search results against your competitors. Consider enlisting professional Search Engine Optimization services to enhance and sustain your ongoing reach to ideal potential leads.
7. Utilize Retargeting
Your existing website visitors are a slightly warmer audience you can utilize to bring repeat traffic back to your new website. By implementing a value-driven retargeting campaign, you can invite previous visitors back to your new website where they may find more targeted information, a better user experience, or something new that drives them to jump off the fence and become a new lead.
Retargeting campaigns can be run on a variety of platforms, including social media such as Facebook, Instagram, and LinkedIn, or Google Ads which can be highly effective. Keep in mind for Google Ads retargeting, your existing visitor audience needs to be larger than 1,000 contacts to operate. Retargeting campaigns are paid ads, so you’ll need to determine the most effective platform(s) for your business and research the type of budget you’ll need to expand your reach.
Retargeting is effective when based on visits to specific pages on your website. For example, if 1,000 visitors viewed one of your service pages, consider running a campaign specifically targeting those users with content based on that service.
8. Create a Free Downloadable
A great way to drive traffic to your new website is to offer a short-term free downloadable that is valuable to your potential leads. Build a landing page dedicated to this piece of content that highlights what is included in the downloadable. If you’re a service-based business, this content could be a PDF eBook with problem-solving advice. If you’re an online shop, consider a guide on how to best use or care for your products. If you’re an artist or designer, it could be a free SVG file or pattern.
Your free downloadable can be hidden behind a lead form if you like, or simply linked openly to a button on your landing page. It’s up to you to decide your goals for driving new traffic to your website.
9. Write a Press Release
If you are the type of business where news media may be interested in your latest developments, consider writing a press release announcing your new website. Be sure to highlight what type of businesses would benefit, what problems your website solves, and any newsworthy information you feel is appropriate. You may choose to use a news release distribution service to send out your announcement, or if you have your own list of contacts, send out manually via email.
Bonus Tip:
When promoting your new website digitally, consider using UTM parameters to track where your traffic is coming from. This can help you refine your efforts to use the most effective media when marketing for your business.
Photo by Bench Accounting on Unsplash