Now that your site is optimized and ready to go online, you naturally ask yourself how to organize the launch. And the faster will be the better. However, you must take the time to check that you have followed a few essential steps to ensure good visibility to your website.

1. Choose a web hosting provider

The choice of the partner responsible for hosting your professional website is essential and will have a consequence on its success. A host who has websites that are too often inaccessible would be a bad choice and could be damaging to your business and to your website, especially if you are an e-merchant.
To help you make your selection, here are the priority points to consider:

  • The number of visitors per day
  • Periods of heavy visits per day or during the year
  • Confidentiality of data
  • The need for technical support
  • The specialization of a host (some are specialized for Drupal sites and others for sites on WordPress)
  • The monthly budget allocated to the accommodation

An example

A large online store will certainly need a host capable of bearing heavy loads of visits such as those encountered before the holiday season, a significant security for the confidentiality of payment methods, and 24-hour technical support.
There are 4 major types of web site hosting:

  • Shared: the host shares a web server between several companies. In return, the host offers very attractive prices for this type of accommodation.
  • Dedicated: the host offers you a dedicated web server for your sole use. The monthly cost is however higher.
  • Multi-server platform: set of web servers that host your website. Depending on specific needs, the system will adapt to provide an accessible site.
  • Private: it’s your own web server, you’re autonomous.

2. Set up a “soon online” page two or three weeks before launching your website

Once your hosting company has been chosen, you must immediately take the opportunity to start communicating. This is what will allow a page “soon on line”.
A “soon online” page is a very effective way to start informing users about your organization and thus attract the interest of your visitors. The “soon online” page is for a website, what is the trailer for a movie film.
Use it as a teaser that will help you collect e-mail addresses and build a list of potential customers. Your “soon to be online” page allows your visitors to stay informed and be aware when you launch your website.
If your pages are already created, do not forget to include the buttons of your social networks pages and encourage your visitors to stay connected via Facebook, Twitter and all your social profiles. Another advantage is that your “soon to be online” page, installed on your web hosting server and your domain name, will allow search engines to crawl your site and start counting the age of your domain name.

3. Do not wait to get involved on social networks!

You have to be present on Facebook, LinkedIn, Viadeo, Instagram, Twitter and other networks to announce the arrival of your website. However, to achieve success, you will need more time than you think. No matter how many Instagram hashtags you insert or tweets you broadcast, your gain in followers over a month will not be organic. Many companies pioneers in the adoption of social networks have quickly achieved very good results and still benefit today. Nevertheless, social networks are now saturated with economic actors and communication agencies competing for attention and the more users are selecting the brands they love and follow.

That’s why today you need more than just relevant or fun posts to start having followers. Technically, it can even take a few years to find and implement the right digital strategy. One thing to remember is that social networks are community-based, and few communities have been created in a single day.
Patience and consistency are the key assets for success on social networks.
First, develop and structure a marketing strategy for social networks that you can analyze and optimize on a regular basis. Once written, follow with regularity. Do not be very present a month and then disappear for several months. Be consistent and patient so that your efforts have time to take root.

4. Create new quality content.

To announce the arrival of your website, you can write a press release or blog article. The most important thing is that the content is unique and quality.
To write unique and quality content, you must pay attention to 8 points:

  1. The title: this is what will make someone want to click on your link. it must be short and relevant.
  2. Competition: Study and analyze what has already been written for a business launch like yours.
  3. The form: structure your text, avoid misspellings and syntax errors.
  4. The image of illustration: it is as important as the title. It takes a photo or an original image.
  5. Focus on what your target needs and wants to know. Do not just write for search engines.
  6. Vary your content: formulate strong ideas.
  7. In your blog, you must inform: Address a topic in depth.
  8. In your blog, you have to vary the types of articles: the interview, the contest, the invitation to blog, the announcement of a scoop, your opinion on the news of your sector of activity, the top ten lists, the sharing of surveys and serious studies ….

5. Submit your site in the web directories.

It’s no secret that the more your website is linked to quality website, the better it will be in the search engines, and the higher its profile. It is therefore necessary to submit your site to a selection of carefully chosen directories. I explain below how to proceed. We must ensure that the selected directories are of high quality, useful to Internet users and they are not only used for positioning. This is a gigantic task, but if you follow the tips below, you will be able to achieve good results in a short time.

Generalist directories
The general directories are the most classic and the most widespread. To choose the general directory where to place your link, I suggest you follow these recommendations:

  • Take only manually validated directories. Avoid directories with “automatic referencing”
  • Always make sure the directory is still active by checking for recent additions
  • Make sure the Trust Flow is greater than 20. The Trust Flow is the index of traffic confidence coming from a site. You can check it using a site like https://majestic.com/.
  • The directory must have a page dedicated to your site. A page devoted to your site gives you control over the theme of the page and has few outgoing links other than yours.
  • Of course, the link in your form must be in “DoFollow” (followed by Google). A link is always in “Dofollow” unless the “Nofollow” attribute is explicitly indicated. You can check using the NoFollow Simple extension that highlights the “Nofollow” links.
  • Directories requiring a return link must be rejected.
  • You must be able to choose a category close to your theme.
  • The directory must be indexed in Google (the site command: urlannuaire.xx returns the pages indexed in Google for this site).
  • The directory must have seniority. If it is still indexed in Google after several years, it is a guarantee of quality!
  • Whenever possible, the styles of directories used should be varied. It should not be taken that directories are alike.
  • Use directories only in the language of your content.
  • Finally, it is essential to have a unique description per directory.

Thematic directories
There are more and more thematic directories in recent years. They have the advantage of bringing more specialized links and therefore more relevant for your SEO. They have a second advantage: They do not look like directories but rather guides in a specific field.
The criteria for selecting a thematic directory are the same as for general directories

Local directories
It is important to appear in the local directory of your zone. These directories are often identical to general directories except that they are dedicated to a specific geographical area.
Local directories often offer the advantage of adding your contact information (address, telephone, …) in addition to your website. The presence of your coordinates allows Google to validate your geographical area and strengthen your positioning in this area.

 

6. Create your Google Analytics account.

I highly recommend creating a google analytics account. Google Analytics is a free statistical tool offered by Google. It is an extraordinary source of free information that offers you 4 advantages: the analysis of your audience, the performance of your website, the origin of the traffic and being notified by email of the activity of the site.

1st benefit: The analysis of the audience
Google Analytics brings you the following data about people visiting your site:

  • Location: the country or even their city
  • Language: the language chosen for navigation by your visitors.
  • Device used: Smartphone, tablet or computers. With this information, you can set priorities on optimizations to make for your website.
  • Browsers used: Internet explorer, Firefox or Safari. With this information, you can set priorities on optimizations to make for your website.
  • Demographic: Age and gender of the visitor. It is an information to use with caution. Indeed, Google does not check the visitors themselves, but the data transmitted by their browser.
  • Other information such as interests, comparison between new visitors and former visitors and even variables that can be customized.

2nd benefit: Monitoring the performance of your website
It is essential to monitor the performance of your website from the beginning to be able to analyze the effects of any change in your communication strategy.
Google Analytics offers specific performance indicators such as:

  • Bounce rate: it is a marketing indicator that measures the percentage of users who have entered a web page and left the site after, without consulting other pages. So they only saw one page of the site.
  • Pages / Sessions: This variable is the average number of pages viewed during a session. The repeated visits of a user on the same page are taken into account.
  • Time spent on your website: this is the time between the first web page and the loading of the last web page.
  • Conversion rate: Percentage of visits that lead to conversions
  • Conversions made: number of conversions made to your website. The conversion on the internet represents the fact that a user performs the action expected once on a website. This conversion can be a purchase, a subscription to the newsletter, the download of an ebook.

3rd benefit: The different sources of traffic
Knowing the different sources of traffic is essential when you want to analyze the effectiveness of the communication campaign conducted on a search engine or on a social network such as Google or facebook. Google Analytics allows you to analyze the results of these campaigns.
The main channels are:

  • Direct traffic: the visitor has directly typed the URL.
  • Organic searches: your visitors found you thanks to a search on one of the search engines.
  • Paid search: your visitors have gone through the sponsored campaigns.
  • Other websites: you can find out which links to your website work best.
  • Social: you can know if your visitors came through social networks and through which network.

4th benefit: Being alerted by e-mails statistics of your website
The strength of Google Analytics is also to alert you without you having to log in every time on the website thanks to:

  • Regular reports set.
  • Alerts: You can decide to receive an alert whenever something abnormal happens.

7. The crucial checklist before launching your site.

There are many parameters to consider before the launch that are easy to omit. I propose to you a list of points to take into account in the design of a website:

  • Unique and relevant titles containing keywords
  • Multi-browser test, your site must have the same appearance at least on the main browsers: Firefox, Internet Explorer, Google Chrome
  • Unique, quality, structured and corrected texts
  • Very fast page loading speed
  • Optimized images with “alt” tags containing the keywords
  • robots.txt file installed
  • All links and forms have to operational
  • Contact information available
  • Google Analytics scripts installed and functional

Also make sure your HTML and CSS are clean with the W3C Validation Service. These free tools will help you find and fix errors in your code.

8. Buy advertising.

The use of advertising depends on your traffic goals and of course your budget. There is no secret, advertising is a traffic booster. There are different types of advertisements available. You can go through the advertising agencies of the search engines or social networks such as Facebook, Twitter, Instagram and Linkedin. Not to mention promotional campaigns on media such as television, newspapers or video sites such as YouTube. For best results, do not hesitate to take advice or hire an agency or a Freelancer.