MARKETING

New BusinessMARKETING

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  • How to Create a Business Website

    Game Plan

    In-Depth

    Launch and Learn: Get It Up and Go

    Planning and preparing to launch your website is important, but at a certain point, you just need to launch it, and once you’ve done that, you will know how well it works. Use what you learn to improve it.

    When and How to Launch Your Website: What to Expect
    Is there a best time to launch your website? Generally, the sooner the better, but without rushing it. It is important to do the proper planning and preparation. Just understand that the work isn’t over when it goes live. Expect to tweak it and respond to constructive suggestions with changes where warranted.

    Don’t launch the site during a peak sales period for your company, adding to an already stressful time. Do get some early feedback from a core of internal and external people whose ideas you respect. All the better if they have expertise in marketing communication and/or graphic design.

    How to Get the Most from Your Website Launch
    Invite feedback and respond thoughtfully with improvements and changes where appropriate. Once you see your website live and once you receive feedback, you’ll know what to focus on next. Consider it a work in progress, and look for opportunities to keep the content fresh.

    Game PlanGame Plan

    Game Plan

    Make it happen. You have done your homework and now it’s time to get your website up and running. Next steps:

    • Set a date by which the website should be up and running. Hold to the date.
    • Initially, only let a few key people know the website is up. Send a link and invite feedback. You can call this the pre-launch period.
    • Over the course of a week or two or longer if appropriate, make whatever changes have been suggested that are most critical.
    • Then, launch it for the world to see, promote it, and keep learning.
    • Keep reading and learning about websites and how to make them as effective as possible in your marketing mix.