Post website launch: How to increase web traffic and sustain it

By Tuesday January 5th, 2010

Would you plan a party and not invite anyone? Without any guests, it wouldn't be a very fun party. The same goes for your website launch. Your goal should be to maximize awareness and keep your users participating. Launching a website may seem like the end of a process, but it's really just the beginning.

Would you plan a party and not invite anyone? Without any guests, it wouldn’t be a very fun party. The same goes for your website launch. Your goal should be to maximize awareness and keep your users participating. Launching a website may seem like the end of a process, but it’s really just the beginning. If executed properly, the launch should generate substantial brand hype while providing an excuse to interact with new audiences in creative ways. To keep activity up after launch, introduce new tools and features at scheduled intervals to keep from bombarding users with too much information all at once. Here are some important objectives to include in your post-launch planning.

Media Relations
Ask the question, “What makes my new website newsworthy?” Then, create appropriate launch messaging. Organize this into a press release to submit to local media outlets. For example, announce that your new website feeds into your Facebook and Twitter accounts all in one shot, or presents products in a 3D environment, or has an industry blog. If this sounds intimidating, you can hire an experienced PR firm or freelancer to manage the process.

Search Engine Marketing
Google Adwords can drive targeted web traffic, consistently, on a pay-per-click basis. This means you’re only paying when people click on your ad. If these text-based ads are relevant and optimized, your click-through visitors will be well worth the investment. If the initial SEM campaign isn’t bringing as many conversions as you’d like, don’t be upset. Look into ways to grab more attention or use less-competitive, more specific keywords. Brand awareness, web traffic, and potential for SEO will increase and sales should too.

Social Networks and Integration
Brand engagement and inbound link building are now easier than ever with the widespread use of social networking sites. Are you using a Facebook fan page to drive traffic to your site? What about a corporate Twitter account? Are you blogging and are your readers linking back or interacting? Does your team promote new blog content, new clients, company news and event announcements consistently across all social media platforms? Harness the power of connectivity that social media provides, just don’t abuse it and lose followers.

Web Analytics and SEO
The more information you have the better. Careful website traffic monitoring using a vendor like Google Analytics or Visistat will point out popular pages, what people are searching for to find you, exit points (where customers are getting confused, losing interest, then leaving the page) and how to continually tweak structure and content for an improved user experience and higher conversion rates. As time goes by, trends and buzz words change. Use search engine data to match keywords and phrases used in your website content and code and make sure they mirror what customers are searching for. Identify and utilize this information to keep your site optimized.

Email Marketing and List Building
Email marketing is a highly cost effective way to spread the buzz about your website. At just a few pennies per contact, you can keep your customers up-to-date on important company news. Use it as a monthly vehicle to drive customers to your website and don’t forget to reward them for participating! Integrate a website launch “promotion” such as a 10% discount or a free consultation for clicking through. The only drawback to email marketing is that list purchasing is not acceptable. Due to anti-spam acts, list building requires a slow and steady do-it-yourself approach that can take time and dedication, but it’s well worth the hard work.

Brand Building Events
There’s nothing better to announce a new website than a party. Even if you aren’t the partying type or your industry is on the conservative side, a lunch gathering or short cocktail party can be a great brand-builder. It’s an excuse to bring clients and partners together to show excitement for your business. They’ll be excited too.

Post launch, you’ll probably notice an immediate increase in website traffic. However, a steady upward trend in user fulfillment and conversions requires quality content that’s both engaging and current, strong media relations and marketing, and a constant investigative eye on website analytics. The dynamic interplay and integration of these components will allow your website to flourish as the hub of business and will help to achieve more than a few days of spiked traffic.

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About the Author

Jason is co-founder and CEO of Brolik, a digital agency in Philadelphia. As an entrepreneur, Jason is passionate about helping other business owners navigate the complicated journey of owning a business and developing marketing strategies to grow their brand.
Follow @jaybrew on Twitter or connect with Jason on LinkedIn or Google+