Launching a new website is like hosting a party. If business owners want customers to show up for the special occasion, they need to tell them when, where, and why they should participate. Instead of sending an invite, marketing teams use website launch announcements to promote this special occasion.
Whether your ecommerce business is launching its website for the first time, re-launching a website after a rebrand, or debuting new categories of pages (for example, a blog), a launch announcement is critical. A smooth launch helps build business credibility; if the website crashes or features don’t work, consumers might assume your company isn’t reliable.
Read on to learn how to do a website launch announcement effectively.
Why plan a website launch announcement?
Creating a new website (or even a new webpage) is a big deal—it typically requires input from designers, developers, copywriters, and photographers. It culminates at the moment you press Publish on your new pages and make them publicly available.
But no one will know about your website or brand launch unless you tell them about it. Compelling marketing materials can help attract attention, build your potential customer base, and help bring back returning customers.
When visitors start arriving on your site, those initial interactions are crucial. It’s important all elements are working and the website can handle a potential traffic influx on launch day. Bugs, slow page loading, or site crashes can hurt your brand, potentially leading to a high bounce rate or negative perception.
Where to announce a website launch
Put all of your marketing channels to work for your website launch announcement:
Email newsletter
If you have an email subscriber list, they should be the first to know about your website launch. Email list subscribers already know your company, and they’re likely familiar with your existing website. Keep them informed about any major changes to your ecommerce user experience (UX) or website branding so they aren’t disoriented the next time they visit.
The best website announcement emails include an eye-catching subject line, some information about what to expect from the new site, beautiful visuals, and a clear call to action (CTA). Adding a promotion code or exclusive offer, like Nike did when it relaunched its website, can further incentivize engagement.
Social media
If you’ve built a following on social media platforms like Instagram or TikTok—even if it’s small—share the news about your new website there as well. Post your announcement in a format that’s native to the platform; on TikTok, that would be a short, vertical video showing a screen recording of your site or you talking about your website launch.
Meal delivery service Organic Oren took this approach in its Instagram Stories—a format that also calls for vertical videos. Founder Oren Giladi announced the website relaunch, sharing how the brand took user feedback about the old site and addressed it with a new site built with Shopify.
Womenswear brand A.EMERY took a simpler approach when it launched its ecommerce site for the first time. It opted for a simple graphic letting the audience know its site was finally live.
Paid ads
If your audience is small, you might consider incorporating paid digital ads into your launch announcement strategy to boost visibility. Doing so can help you reach new audiences and ensure your new website is seen by the audience you’ve already built. You can buy ads on social media, search engines, and display advertising networks:
Social media
Paid social ads will ensure social media posts announcing your site launch are placed at the top of your followers’ feeds. It also helps you reach people who match your ideal customer profile, but don’t follow you yet.
Search engines
With paid search engine marketing (SEM), you can ensure your website appears first in search results when users search your brand name. This is helpful if your brand name contains commonly used terms or phrases. Competitors can also bid on your brand name so they appear above your website in search results. So you may want to bid on your brand name to secure that top spot.
Display ads
With display ads, you can advertise your new site on relevant websites, growing your brand exposure.
Influencer partnerships
Joining forces with influencers can help amplify your launch announcement. A new haircare brand, for example, could reach potential customers by working with key beauty influencers. The brand might provide free products, asking content creators to share a sneak peek and direct people to your new website.
Tips for a successful website launch
A smooth website launch requires both preparation and promotion. Use these announcement techniques to set up your new website for success before pressing publish:
Test your website
If you’re going to invest in driving traffic to your new website, you need to be sure your site is in excellent working order and delivers a seamless user experience. Tap friends, family, team members, or a group of beta testers (for example, contributors to your crowdfunding campaign) to test drive your site before you announce it to the public. Ask them to look for broken links, slow load times, mobile responsiveness, and proper image rendering.
Build hype
You don’t have to wait until your website is live to announce that it’s coming. Posting content in the weeks leading up to your launch can generate buzz and excitement about your brand even before your website is live. As you post about your upcoming launch, send your audience to a temporary landing page where they can sign up for emails to be the first to know when your site launches.
Offer promotions
A celebratory launch promotion can help drive engagement. Offering an incentive, such as discounted shipping or a free gift with purchase, provides extra motivation for customers to visit your website on launch day. Include any promotion details, such as a discount code, and a clear CTA in your launch announcements to spread awareness.
Set the tone
Think of your announcement as an amuse-bouche. It provides a little taste of what your audience can expect from your brand over the long term. You may not have a set of brand guidelines yet, but make sure the look and feel of your launch materials is consistent with your website and brand identity. This will build your brand recognition and help forge connections with your target audience.
Website launch announcement FAQ
How do you write a new website announcement?
Effective website launch announcements are accessible and engaging. Share what your website offers, what your brand stands for, and what makes you different from competitors. Be sure to include important details like the launch date, a call to action, and any relevant links.
How do I tell customers about my new website?
Use marketing and advertising channels such as social media platforms, email newsletters, and paid campaigns to distribute new website launch announcements.
How do I announce my website launch on Instagram?
The best Instagram website launch announcements are designed to meet the platform’s needs. Consider making a Reel or using a combination of videos and images to create a compelling Instagram Story. Use text elements and captions to add context, such as the launch date and a summary of details.
