8th Feb 2018

5 Things To Do After Your Website Is Launched

by: Bernardine McLean

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Your new website is launched and it looks great. Congratulations! But… now what?

A website is a like a sales employee, it has to work hard to bring leads to your business. And to get the best out of any asset (human or digital) you need a strategic approach. By giving your website the communication and attention it needs, you can ensure it delivers.

The journey of launching a new website doesn't end with the launch. In fact, that’s just the beginning. Because a great site is worthless if people aren’t coming to it, using it and buying from you. 

Don’t launch a great website then neglect it for six months. Here’s five things to consider after launching your website to make sure it is truly successful.

 

 

 

1) SEO: If you want to rank you need a strategy

 If your site is not ranking on Google, all your wonderful development and design is wasted. Your customers are turning to Google daily, searching for thousands of search terms. So naturally, you want to appear at the top of the ranking for those search terms that are relevant to your business.

SEO comprises three main elements:

  • Site structure: speed, build, responsiveness, errors, crawlability, hosting—the techy stuff

  • Content: well written, engaging, useful content that features your keywords without overstuffing

  • Backlinks: endorsements and links from other sites with good domain authority (a link from a leading media site like The Age is better than one from your sister’s neglected blog)

Some website developers get so focused on building a great looking site that they add features that negatively impact SEO. Like flashy, overlarge images that take ages to download, or a good-looking yet illogical structure that makes navigation difficult.

A good SEO strategy will ensure that the technical site structure is right, and that it delivers quality engaging content and builds external backlinks. It’s a long-term, strategic approach. It’s rare to see new sites getting to first place in weeks. So you need to be patient. Finding a good SEO agency can deliver thousands of high quality leads to your business, so unless you want to DIY, it’s well worth the investment.

 

 

 

2) AdWords: when you want page one today

 
Organic reach takes time, but if you want to appear on page one right this instant, you can. With Google AdWords, you can advertise on the Google search results and appear in the first three or four listings, with the organic listings following beneath the advertisements.

So, whilst you don’t want to neglect the organic SEO, if you aren’t willing to wait to build up your domain authority and raking, you can get to page one today with AdWords. Similar to SEO, AdWords uses key phrases and you pay for the click. So it’s important to have a good keyword research strategy in place, to ensure that you are paying to appear in the most relevant and useful search results. That’s why it can be useful to use an agency with AdWords experience to ensure your investment is as effective as possible. If you are considering using an agency for AdWords, make sure it’s accredited as an official AdWords partner of Google.  

 

 

 

3) Social Media: where the party’s at

 

Creating a community of followers and fans on social media is essential, regardless of your industry. Whether it’s LinkedIn, Facebook, Instagram, Twitter, Snapchat, or all of the above, it’s important to focus on quantity engagement rather than quality.

It can be easy to get distracted by the number of fans your brand attracts. But you might only have a small following of interested, enthusiastic followers, who read, watch and engage with your content. By creating and implementing a social media strategy will ensure consistency of your brand communications and hopefully deliver more traffic to your website as your followers are interested enough to want to find out more about your business.

 

 

 

4) Email marketing: a chance to control the conversation

 

While social media is an essential part of any digital marketing campaign, it should not mean you neglect your email marketing. The problem with social media for brands is twofold:

  1. Organic reach is declining, meaning you have to advertise to get any traction.

  2. The algorithm is constantly changing, and you have no control over how your organic content is displayed in customers’ news feeds.

That’s why it’s important to build your own list of email contacts so you can control the conversation with customers. You don’t have to rely on confusing algorithms, you can get an email out to customers today, if necessary. Check out these mind-blowing statistics on the impact of emails amongst customers. If you’re looking to drive brand awareness and sales (and who isn't?) then email marketing is a definite addition to your digital marketing arsenal.

 

 

 

5) Analytics and Evaluation: know where you are, and where you’re headed

 

Google Analytics can be daunting, but it’s amongst the many cloud-based tools you can use to understand the traffic your website is generating. Without this, you’ll be flying blind, not knowing what pages of your site are delivering and what customers are truly looking for. Analytics can tell you:

  • who’s looking at your site

  • what pages they visit

  • how long they stay

  • the navigation path they follow

  • if they convert (eg complete an email sign up form)

You can use Google Analytics to create goals for your site, and assess your success in achieving those goals. It’s complicated stuff, but it’s vital to have this knowledge (and revisit it regularly) to see how your site is performing for you.

 

 

Websites should evolve regularly—let us manage the journey

 

Your website is an ever-changing digital asset. It should not remain the same as the day you launched. Instead, it should be used, split tested, reviewed and constantly updated with fresh engaging content—landing pages, blogs and videos.

If you’d rather not get your head around analytics, muddle around with social media, learn the metrics of newsletters or understand organic versus paid SEO, then choose Liquid.

We offer a number of post-launch digital marketing approaches to ensure your new website won’t get lost in the crowd. You’ll get a strategic action plan, a dedicated account manager, design support, and a combination of the necessary elements to make your campaign a success.

We love nothing better than planning, brainstorming and thinking about all the possibilities for our clients’ businesses. Regular retainer work we do includes:

  • flyers, postcards, business cards, brochures and other marketing collateral

  • new website banners, functions, project uploads and other website updates

  • website refresh and content updates  (such as sharing new photography, new collections or your latest portfolio)

  • monthly email campaigns/newsletters: loading, testing and sending of campaigns and asset creation

  • social media imagery

  • art direction

  • blog posts

  • branding updates

  • salesforce integration and support

  • SEO campaigns

  • marketing consultation, strategy and support

Want to chat to us about how we can help? Contact us today to tell us about your latest project.

 

ABOUT THE AUTHOR

Bernardine McLean

Creative Director