Launching a new website is kind of like hosting a housewarming party for your brand—you want everything to look polished, feel welcoming, and leave your visitors saying “I’m obsessed.” But behind the scenes? There’s a lot to get in order. From the techy to-dos to content prep, it can feel like a lot to manage. And truthfully? It’s a big moment. Your website launch is a major opportunity to make a first impression on future clients—the kind of impression that builds trust, authority, and momentum.
You know what they say: you reap what you sow. Or, in the words of legendary racecar driver Bobby Unser, “Success is where preparation and opportunity meet.”
That’s exactly what this post is all about—giving you a clear, step-by-step guide to launching your website with confidence and clarity. I’m sharing ALLLLL the things: the checklist, the strategy, the small-but-mighty moves that can make your launch feel exciting and effective.
And hey—don’t let the length of the list overwhelm you. You don’t have to do it all for your launch to be successful. This isn’t all-or-nothing. It’s do what you can, with what you have. Even one intentional step from this guide can make a noticeable difference.
Whether you’re polishing up an existing site or hitting publish for the very first time, this is your go-to plan for what to do before, during, and after your website launch. Let’s dive in!
Pre-Launch: Build the Hype & Prep the Details
1. Set a Launch Date
Setting a specific launch date gives your project momentum—and your audience something to look forward to. If you’re working with Swan Haus, we typically recommend launching about one week after your official project handoff. That buffer gives you time to explore your new site, prep your launch content, and ensure everything feels just right before the big reveal. We’ll have already handled the tech checks, but a little breathing room never hurts. Once you’ve picked your date, spread the word! Update your Instagram bio, add it to your email footer, and start teasing it on social. Remember: it’s not a party unless you invite people.
2. Prep Your Launch Materials
Start prepping how you’ll countdown and how you’ll celebrate with your audience. While we’ll provide branded launch graphics at the end of your project, consider expanding your launch strategy across a few channels:
- Social Media
- Behind-the-scenes reels
- Teaser posts and countdown stories
- A launch-day carousel or reel
- A short, shareable blurb that friends and collaborators can repost
- Email Marketing
- A pre-launch “coming soon” countdown email
- A celebratory day-of email with links to your new site
- Direct Mail and Press Features (if you’re feeling extra)
- Send a branded postcard to past clients or partners inviting them to explore the new site
- Pitch a local magazine or online publication to include your launch in an upcoming spotlight
You’ll also want to have your launch day content prepped and ready to go—this includes your day-of email, your Instagram post or reel, and any story slides or highlights you plan to use.
3. Have (at least) 3 Blog Posts Ready to Go
Your blog is a powerhouse for SEO and client connection. When launching your website, you’ll see a traffic spike— let’s capitalize on that by having a few high-quality blog posts ready for those fresh eyes. Here are a few ideas to get you started:
- A case study that features a glowing testimonial
- A list of your go-to design tips
- A thoughtful answer to a question you’re always asked
- A roundup of shoppable links or sources from a recent project
Not only does this content establish your expertise and build trust—it also keeps people on your site longer (major Google points).
4. Check Off All Your Technical To-Dos
Before you pop the bubbly, there are a few final chores to knock out:
- Double-check all buttons, links, and your contact form
- Ensure your SEO titles, meta descriptions, and image alt text are all ready to go
- Make sure Google Analytics and Google Search Console are connected
- Add redirects for any old URLs
- Customize your 404 page
- And finally, connect your domain to your shiny new website
If you’re working with Swan Haus, take a sigh of relief —we handle all of this for you! You just focus on building that buzz and getting ready to celebrate.
Launch Day: Hit Publish & Pop the Champagne
1. Send Out Your Celebratory Email
Start the day strong by emailing your list with a joyful “we’re live!” message. Whether you’re launching a full rebrand or inviting them to explore your refreshed website, let your excitement show.
- Send in the morning, ideally at your audience’s highest open time (Flodesk can help you optimize this).
- Include direct links to your website—double-check that all buttons and CTAs are working before hitting send!
- Make your subject line fun and clickable: “Come see our new online home 🎉” or “Our new website is live—and we can’t wait for you to see it!”
2. Post Your Launch Materials
Let’s make some noise! Use your pre-prepped content to officially introduce your website across all your platforms:
- Post a celebratory reel or carousel showcasing the new site and your updated branding
- Share a sneak peek of your favorite pages or features
- Write a post caption that thanks your audience for being part of your journey and invites them to explore
And don’t forget to tag @theswanhaus if we worked together—we’d love to cheer you on too!
3. Show Your Face on Stories
You don’t have to be camera-ready, but showing up adds a personal touch that your audience loves. Here’s some ideas:
- Talk about your journey of rebranding
- Share what you’re most proud of
- Give a little tour of the new website and share your favorite parts
- Add a link sticker and invite people to click around
- Repost any tags or shoutouts from friends, clients, or collaborators who are sharing your new website
- Use a “Q&A” sticker and ask, “What’s your favorite part of the new site?” to encourage engagement.
4. Celebrate
Whether it’s a solo dance party, a celebratory meal, or a fancy spa day—mark the moment. You’ve worked hard, made big decisions, and invested in your future. Launching your website deserves a little sparkle (and yes, we DO want to see your bubbly boomerang and slow-mo confetti toss).
Post Launch: Keep the Momentum Going
1. Keep Showing Up
Just because launch day has passed doesn’t mean the celebration has to end. Keep sharing your new website—aim for once a week for the next four weeks. Sprinkle those posts between your usual value-packed content, and you’ll stay top of mind in a way that feels natural and engaging.
Here are a few easy ways to keep the buzz going:
- Highlight different pages in your Instagram Stories
“Thinking about renovating your home? Head to our new Services page—we’ve laid out our full process so you know exactly what to expect.” - Create a post explaining the strategy behind a specific page
“We’re not into gatekeeping. That’s why we regularly share exactly what our past clients have said about us – all over our new website! Be sure to check it out!” - Share a client transformation or quote that aligns with your new brand messaging
“After 10 years in business, we’ve really honed in on our superpower: making the design process smooth, enjoyable, and even fun for our clients. You’ll see this all over our new site, along with client stories that speak to the experience.”
Repetition builds recognition. Most people won’t see every post you share, so don’t be afraid to say “Have you seen our new site yet?” more than once.
2. Publish a New Blog Post and/or New Project Within a Month
Keep the momentum going on your blog or portfolio by publishing a new piece of content within 30 days of your launch. This signals to Google (and your audience) that your site is alive, active, and worth returning to.
Here are some ideas:
- A behind-the-scenes look at your rebrand
- A new project reveal with gorgeous photography
- A client Q&A or interview-style feature
- Sharing a hot tip or design trend you think is worth adopting
It doesn’t have to be long—just valuable.
3. Repurpose Your Launch Content
Don’t let your hard work disappear after 24 hours. Repurpose the content you created for your launch to stretch your marketing mileage:
- Turn your launch carousel into a Pinterest pin
- Share parts of your caption in an email
- Use a behind-the-scenes Story as a reel
- Expand your “launch day” email into a blog post
Your hard work deserves more than a one-day spotlight—let it echo and evolve.
Launching your website is like hosting a housewarming party for your brand—polish every detail, invite the right people, and get ready to celebrate BIG. Remember: Preparation turns a website launch from chaotic to iconic. By following these steps, you’ll set yourself up for a launch that feels not just exciting, but truly impactful.
If you’re dreaming of a brand and website that actually works for you—bringing in better-fit clients, boosting your visibility, and reflecting the high caliber of your business—we’d love to help. At Swan Haus, we specialize in crafting custom brand and web design experiences that feel effortless, elevated, and unmistakably you. Ready for your own glow-up moment? Let’s make it happen.
Have questions? Shoot me an email!
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