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Launching a new website is exciting yet can be overwhelming – there are so many blogs posts and podcasts on how to have a 6-figure website launch but this isn’t one of them. Today, I’m taking you behind the scenes to show you what I think makes a good website rebrand and why sales was not metric I was measuring.
Goals + Metrics = Success
Often, people launch with one big ‘hooray’ and you see their launch graphics and content all over their social media accounts and then they all quiet again.
I wanted my launch to be completely differently and more importantly, I wanted to learn about my marketing efforts. When you send a large number of visitors to your website, it’s harder to find where they are coming from and what they are doing. But by being more intentional this time around, I could learn and tweak with ease.
I had two main goals for the relaunch of my website:
- Increase my network by getting as many eyes on my website by sharing it with relevant audiences.
- Share my website to my social media platforms and networking groups at different times so I could measure the success of each one.
I had several success metrics but the main ones were:
- Higher engagement metrics (low bounce rate and high average time on page – both of these mean my content is relevant to my target audience)
- Sign-ups to The Brilliant Edit, which is my monthly newsletter.
- The number of enquiries across my social media, email and website.
Once I knew what these were, I could get started figuring out how I was going to start hitting these goals.
Choose your tech wisely
There are 5 main tools I used to track performance which made it easier for me to decide whether my tactics were working or not.
- Google Analytics
It is no surprise that Google Analytics was my go-to for tracking performance. While I had an account set up on my website, I wanted to start afresh so I could see what was going on.
Here are some of the things I did in my new account:
- Filtered out my IP addresses (home, mobile and office IPs) so I was only seeing external traffic.
- Set up my goals and conversions so I could track metric 2 and 3 properly (more on this below)
Related post: How to set up your Google Analytics account
- Facebook Pixel
I’ll be honest, I haven’t fully utilised the full power of my Facebook pixel but I know I wanted to start targeting my website visitors in the near future so I made sure my Facebook pixel was set up correctly.
My friend Carly Stringer over at Keystone Virtual has a great post below which you can use to set it up.
User experience is a key part of SEO and most website owners aren’t familiar with how important it is. I highly recommend installing some form of behavioural analytics tool that tracks what your visitors are doing on your website. This can be a really powerful tool and explain why your visitors are not converting into shoppers or leads.
My favourite tool is Hotjar, which can be set up easily with a snippet of code on your website and will record interactions on your website so you can see where they are clicking and if there are any bugs.
I recently changed my email service and came across Flodesk a few months ago. It’s really simple and easy to use with a drop and drag interface so creating new content takes less than 15-minutes.
The service is still in private beta but the current functionalities allow you to create pop-ups on your website, audience segments as well as workflows. As it’s still in beta, it doesn’t have a lot of specialist functionalities like ConverKit or ActiveCampaign do but it is super simple and easy to use.
If you are interested in Flodesk, you can use my referral code to sign up for 50% off your monthly subscription which is $19 per month.
Dubsado is my client management system and allows me to automate my client process as much as possible. I like to create my lead generation form in Dubsado and then embed it on my website so it makes things easier.
I would say 90% of my customer process is automated but highly personalised and it’s the only way I can run my business with ease.
Getting your processes in place
There are a number of ways you can track conversions as a goal in Google analytics but I prefer to use the destination type goal so I can send my clients to a custom thank you page.
As I am tracking two different metrics (email newsletter sign-ups and enquiry form submissions), I created two separate thank-you pages. Both Dubsado and Flodesk allow you to set up a redirect page when the visitor has completed an action.
All systems go
With all my systems and processes in place, it was time to start looking at my network and how I was going to start promoting my website relaunch. With my previous launches for my own businesses, I had gone all guns blazing and created custom graphics and videos to find out it was a complete waste of time.
I wrote a long list of all the different communities I was a part of and my own networks including my Facebook group and my email list. I then categorised them in ‘hot’, ‘medium’ and ‘cold’ in terms of engagement and how well I was known in the group.
Things like my Facebook group, my email list and my Instagram account were added to the ‘hot’ section while Facebook communities were split into ‘medium’ and ‘cold’.
Finally, I wrote down three lists of business owners I wanted to contact:
- Past and current clients (hot)
- Previous enquiries that did not convert (medium – cold)
- High-value people in my network who would be interested in my website rebrand (medium)
With all the details planned, all I had to do before launching was to decide which platforms and communities I wanted to outreach first.
Time to launch into action
On the first day of my launch, I reach out to 4 platforms (my Instagram account and 3 Facebook communities where I’m highly engaged) at different times to drive traffic to my website. I made annotations in my Google Analytics account and paid attention to what happened.
I also had a look at my Hotjar recordings every few hours to see if there were any issues that might prevent visitors from converting on my website. This was extremely helpful as I was only launching with part of my website completed so wanted to know which pages were relevant to my ideal client so I could launch those pages next.
Although I didn’t uncover any big issues with my Hotjar recordings, I did see that visitors were clicking on a design element – thinking it would move them further down the page when it was just there to look good. That was removed really quickly!
My launch strategy and results
So there is the launch strategy I used for my website rebrand. I will continue to use it for the next month across my community. While it may not have a big impact at the beginning, I think it has long-term longevity and allows you to tweak things as you learn more about your ideal client and what they want from your website.
I am really happy with the way the launch went for the website and I’ve seen some positive growths. Here are some of the results:
- 9% bounce rate for my website
- 2:36 average time on page
- 21.9% growth for my Facebook group
- 24.1% growth for my email list
- 4 new website enquiries
- 2 new social media enquiries
- 1 new client booked
I was very strategic and focused on the warm – hot part of my audience as I wanted to see fast results but next time, I’ll be tempted to reach out to completely new people that have never heard of me to see what happens.
I’d love to know what your launch strategy has been and if you would change your tactics for your next launch?
Pri Kruijen is an award-winning SEO and the founder of Brilliantly Visible. With over 10-years experience as an SEO, Pri has worked for well-known brands like Notonthehighstreet and has been featured by the Rising Tide Society.
She is also the SEO expert for a number of leading communities like The UK Alliance of Wedding Planners and Small and Mighty Co.
When she’s not teaching SEO to small business owners, she loves to cook up a storm in her kitchen, travel to new destinations and watching Spanish movies on Netflix.