Basic marketing things you need to do when you launch a new website

Launching or relaunching a website is a significant milestone for any B2B company. It requires a substantial investment of time, budget, and internal resources. When you finally decide to press go, you need to ensure your marketing foundation is rock solid so you can generate a strong return from day one.

To ensure your new digital platform performs beautifully, you need to tackle these critical marketing areas in a structured, manageable way.

Is there a checklist for launching a new B2B website?

A successful launch is all about preparation. Before you start planning the creative announcement, you need to ensure the underlying technical and marketing fundamentals are secure. You should map out the user journey, ensure every design choice supports a clear digital strategy, and rigorously test every feature across multiple devices.

Because B2B websites often involve complex user journeys and integrations, a structured approach is vital. We highly recommend downloading our comprehensive resource, The technical SEO checklist for your new website launch, to ensure nothing falls through the cracks before you go live.

How do I protect my SEO when launching a new site?

If you are relaunching an existing website, protecting your current search visibility is paramount. It is arguably the most critical marketing task. If you change your URL structure without setting up proper 301 redirects, search engines will lose track of your pages, causing your hard-earned rankings to plummet overnight.

You must meticulously map your old URLs to your new ones. For a brand new site, implementing solid search engine optimisation (SEO) fundamentals is essential right from the start. This includes writing unique, high-quality copy, using descriptive metadata, and structuring your pages logically so search engines can easily crawl and index your content.

What tracking and analytics should be in place at launch?

You cannot measure success if you do not have the right tools in place to capture the data. Before your site goes live, you must have a robust analytics platform installed and tested. This allows you to track traffic patterns, monitor user behaviour, and quickly identify where users might be dropping off in your sales funnel.

While Google Analytics remains the industry standard for many, it is not the only option available. Depending on your privacy requirements and the specific metrics you need to track, you might want to explore some of the best alternatives to Google Analytics 4 to find the perfect fit for your business.

How should I announce my new website to customers?

When the time comes to share your new website, the messaging should not just be about you having a shiny new design. Your customers need to know why this matters to them.

Focus your announcement on the value the new site brings to their experience. Are there new features that make purchasing easier? Is there a new resource hub to help them solve problems faster? Frame the launch around their benefits. Use your email marketing channels to send a dedicated, value-driven announcement to your existing database, and leverage your social media platforms to highlight specific new features over the weeks following the launch.

What are common mistakes to avoid with a new website launch?

The most frequent errors we see usually stem from rushing the final stages of a project.

• Neglecting rigorous testing: Do not rely solely on automated tools. Have real users test your forms, navigation, and checkout processes to catch unexpected friction points.

• Failing to optimise for mobile: A vast portion of B2B research happens on mobile devices. Your site must perform flawlessly on smaller screens, avoiding "scroll fatigue" and ensuring fast loading times. Our website design team always advocates for a mobile-first mindset.

• Treating the launch as the end: Your website is a living platform. If you want to ensure your site continues to perform optimally post-launch, consider booking a regular website health check to keep your software updated and your user experience refined based on real-world data.

View your launch as a starting line. Embracing an iterative approach based on continuous feedback ensures your digital presence grows powerfully alongside your business.