Your website launch is a big deal and you can often use it as a great opportunity for initial interest and getting new clients. If you do it correctly!
But, building hype for your launch can be difficult, particularly in a sea of other health coach competition! I am going to talk about how you can get more interest in your website launch and ultimately ride the wave to new leads!
Why you should build hype for website (re)launch
Of course, you want to have the new site ready for visitors as soon as possible, rank well in search engine results and you’ll want to share your new hub where prospects can easily find reasons why they need you in their lives.
But did you ask yourself how people will know you are launching or relaunching your website?
All the brilliant content you put on there, all the hours spent on testing and tinkering the design and user experience will be for naught if people have no idea about it.
You can’t just update the information on the About section of your Facebook page and call it a day. You want to shout it from the rooftops and get people hyped about it.
When you include them this early, you’re already working on building a community. They will feel like they are part of something big, and can proudly say they were there when it happened.
So here’s how you do it.
#1 Build a “Coming soon” page
In addition to being a great placeholder, it’s a testing ground that lets you fine-tune your actual site and design. See how much time people spend on your “Coming soon” site and do some A/B testing on different elements and how they affect visitor behaviour.
- How do different layouts and colours work?
- How about CTA buttons and their placement?
- Where is the most traffic coming from?
This can help you determine which locations you should target most – e.g., which social media site should be your primary focus, which device people like to browse from. Use the gathered data to fine-tune your new website and know which increases launch success.
IMPORTANT: Use this only if you’re doing a new site from scratch. For a redesign and refreshing things, a “Coming soon” page is not needed. In fact, having a “Coming soon” page sends contradictory signals to Google which might derail the rankings you have already built with your old website. Instead, have a news/blog update and a banner on your site that announces the new changes that are coming soon.
#2 Use teasers on social media
Chances are, you are already active on social and have a good community going there, whether it is centred around your page, your Twitter, or you have your very own group where you regularly converse with your group members, followers, and fans.
Use that social media presence to build hype.
This so-called “drip feed” campaign works wonders here. Think about movies as a good example. A teaser trailer is often launched months ahead of release, and then more and more is revealed to keep the interest and build hype. By the time the movie releases, there’s a lot of buzz about it and people flock to see it. This is exactly what you need to do with your website.
Let your fans and followers know that something big is happening soon, something awesome and exciting, and give them those teasers. A teaser can be anything related to your new website:
- A link to your already created “Coming soon” teaser page.
- A backstage video that gives them a glimpse of the creation process.
- A quick photo session that showcases new design elements coming to the page.
- A snippet of a new logo.
- A selfie showing a cool new programme you’re adding.
- Screenshots that people will try and guess what each element is.
#3 Have a signup for your emailing list
Email marketing still takes the cake in terms of efficiency, since people open their inboxes when they have incentives.
Have a signup option on the “Coming soon” page or a dedicated link and incentivise visitors to join your mailing list with discounts, exclusive content, or an early look possibility. As a bonus to regular updates and having a solid audience for your pre-launch emailing campaign, you will get important data on conversion (how many people actually sign up) and you can test out different layouts and designs to see which one has the best conversion rate.
You will also see how much interest there is to the market position you have chosen for your brand’s website launch.
If you feel the interest is lacklustre for the angle you’re trying to work, you will have plenty of time to pivot your business and adapt to what the audience would like most.
#4 Do your research
I can’t stress this enough – no campaign can be done without market research. This includes both your ideal clients and your competitors.
- For clients, check out where they like to spend time online, and dive into these communities to find information on their problems, needs, and wants. Address this in your website copy to generate more engagement and interest.
- For competitors, check out their websites and see what they are doing. Dissect their design, test for speed, ease of use, purchasing processes, everything. Try identifying their weak points and make them your strong suits.
Then use these triggers and research in social posts or to create content that speaks directly to your target audience and cuts through the noise. The more you know them, the easier it will be to meet them where they are, and speak their language to build hype for your website launch.
#5 Include your partners and sponsors
Reach out to sponsors and strategic business partners and see if they are interested in partnering up for your website launch. Give them tangible reasons on how this will be beneficial for them.
See if you can get them interested in acquiring more customers and sales. For example, you can make a launch promo bundle deal that includes equipment and products from your partners and sponsors in exchange for them sharing your launch – it’s a win-win.
#6 Have a special launch promo ready + extra benefits for later
Have an “early bird special” offer where everyone who signs up for your services at launch gets a discount, or better yet, something extra. I love the extra route, as you are not forced to cut prices and people still feel like they got a great deal.
Double down on this offer by giving them even more incentives for things you’ll need after launch, like a review of your services or sharing their story after working with you. When they do, they get an extension of the special from launch, or other extras usually not included in the package.
This helps you keep the hype post-launch.
#7 Choose your timing
When you launch a website has a profound influence on how many people will visit right after launch, so know when your ideal customers are around their devices.
Avoid weekends at all costs. People aren’t using their devices that much during weekends unless you’ve built up a really solid brand presence (and even then it can be hit and miss.)
Monday is okay, but many are catching up business developments at work. Go for Tuesday, Wednesday and Thursday as your ideal days of the week – not just because of your target audience, but to make it easier on the developers too.
#8 Have a countdown
A timer is the ultimate weapon. It builds anticipation by using the FOMO (fear of missing out) phenomenon. You can have one as soon as you announce a new or refreshed website, but it’s usually more effective the less time there is, so pick the last 48 to 36 hours to put it on your site.
Of course, pair it with a step in your social media and email marketing where you’re announcing the final hours and share a link to the new timer to remind people it’s happening soon! Incentivise the timer to get more conversions or sign ups during this period as well!
#9 Use paid advertising
You can boost anticipation and might even get more signups if you choose to go for paid advertising before launch. Do this only if you have allocated a budget for it.
To get the most out of it, don’t just say you’re launching a new site or refreshing your existing site. Instead, highlight the main offer that you’ll promote during launch, like the extras for those who choose the “early bird” deal, to drive traffic and generate buzz even more.
The launch is just the beginning!
The goal of building hype for your website launch actually goes further than just the launch. After it, you want to build meaningful relationships and connect with your visitors. For that, you need a good strategy that will convert visitors to customers.
Planning out the whole strategy from start to finish can be overwhelming, but you don’t have to do it all by yourself! Contact me today and I’ll help you launch your new website and branding whilst building hype to get more conversions!