Your website launch is a major milestone for any professional service provider. Whether you’re a consultant, realtor, or accountant, your website serves as both a digital introduction and a tool for engaging with clients. But to make the most of your launch, you need more than just a go-live announcement. You need a well-crafted strategy that reaches your audience across multiple touchpoints.
Here’s a 7-step plan that leverages email, social media posts, and stories to build anticipation, engage your audience, and create excitement around your website launch.
Step 1: Website Launch Teaser Announcement
When to Post: 1-2 weeks before launch
Why? Create initial buzz and curiosity by announcing that something new is coming.
Send out a teaser email to your list with minimal information, but enough to spark curiosity.
Subject Line Example: “Something exciting is coming soon…”
Body Example: “We’ve been working on something special behind the scenes. Stay tuned for more details on what’s to come at [Firm Name].”
Social Media
Post: Share a teaser post on your social channels using professional visuals and a suspenseful tone.
Caption Example: “We’ve been busy behind the scenes, and we can’t wait to share what’s coming. Stay tuned for something big… #ComingSoon #BigReveal”
Stories: Use Instagram or Facebook Stories to post a countdown sticker, hinting that something new is on the horizon. Keep it simple, like: “Something new is coming… Any guesses?”
Step 2: Why the Rebrand or Website Launch?
When to Post: 1 week before launch
Why? Explain the reasoning behind the rebrand or website refresh. This is your chance to connect with your audience personally and highlight how the changes will improve their experience.
Send a more detailed email explaining why the rebrand or website refresh is happening and how it benefits your clients.
Subject Line Example: “Here’s why we’re refreshing our brand…”
Body Example: “At [Firm Name], we believe in continuously evolving to better serve you. That’s why we’re launching a new website soon! Our updated site will make it easier to navigate and find the services you need. We can’t wait to show you more.”
Social Media
Post: Share a post outlining the “why” behind the rebrand. Include professional visuals that reflect the new brand identity.
Caption Example: “We’re updating our look to better reflect who we are and the services we offer. Stay tuned for the official launch of our new website next week!”
Stories: Share a series of behind-the-scenes clips in Stories, showing snippets of the website design or team discussions about the rebrand.
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Step 3: Behind the Scenes of the Website Creation
When to Post: 5 days before website launch
Why? Bring your audience into the process, making them feel like they’re part of the journey.
Send a behind-the-scenes email showing the progress on the website. Include design sneak peeks or share a challenge your team overcame during the process.
Subject Line Example: “Here’s a sneak peek of what’s coming…”
Body Example: “Building a website that reflects our values has been an exciting journey! Here’s a behind-the-scenes look at what’s been happening in preparation for our upcoming launch.”
Social Media
Post: Share a post featuring a sneak peek of the new website. This could include screenshots of a design element or a key feature.
Caption Example: “We’re putting the finishing touches on our new website! Here’s a sneak peek of what’s coming.”
Stories: Post an interactive Story with a question box or poll, asking your audience what they’re most excited to see on the new site.
Step 4: Service Highlight with a Sneak Peek
When to Post: 3 days before website launch
Why? Promote one of your core services while tying it into the benefits of the new website.
Send an email focusing on how the new website will make accessing specific services easier or more efficient.
Subject Line Example: “Exciting updates for [core service]!”
Body Example: “Our new website will make it easier than ever to explore our services. With our enhanced [core service], you’ll have direct access to everything you need in just a few clicks.”
Social Media
Post: Highlight one service that will be prominently featured or improved on the new website. Use imagery that showcases this service in action.
Caption Example: “Our new website will make finding [core service] easier and faster. Stay tuned for all the ways we’re improving your experience!”
Stories: Share a before-and-after design comparison or highlight a specific feature of the new service offering with a call to action like: “Can’t wait to see the full site? It’s coming in 3 days!”
Carousel post of Lauren Portia Events new services pages.
Step 5: Client Success Stories or Testimonials
When to Post: 2 days before website launch
Why? Use social proof to build trust and reinforce the value of your services.
Share a client success story or a few testimonials, teasing how the new website will make it easier to achieve similar results.
Subject Line Example: “How we helped [Client Name]—and how we can help you.”
Body Example: “At [Firm Name], we pride ourselves on delivering results that matter. With the upcoming launch of our new website, you’ll have even more tools and resources at your fingertips to help achieve your goals.”
Social Media
Post: Feature a client testimonial alongside a mention of the new website launch.
Caption Example: “Our clients trust us to deliver exceptional results. With our new website, finding the services and resources you need will be even easier.”
Stories: Create an engaging Story using client testimonials or reviews. Encourage followers to swipe up (or visit your profile) to learn more.
Step 6: Countdown to Launch with Key Features Teaser
When to Post: 1 day before website launch
Why? Build momentum and excitement in the final days before launch by teasing key features of the new site.
Send a countdown email with a list of the top three features clients can expect from the new website.
Subject Line Example: “1 day to go! Here’s what you can expect…”
Body Example: “We’re just one day away from launching our new website! Here are the top three features we’re most excited about:
- Simplified navigation
- Client portal for managing accounts
- Resource library full of helpful tools”
Social Media
Post: Post a countdown image or video highlighting the most exciting features of the new website.
Caption Example: “We’re 1 day away from launching our new website! Here’s what you can expect: easier navigation, a brand-new resource library, and more!”
Stories: Use Stories to share a countdown sticker and highlight one or two key features with visuals, such as screenshots or short video clips.
Step 7: Website Launch Announcement
When to Post: Launch Day
Why? Officially announce the website launch and drive traffic to the new site.
Send a celebratory launch announcement email, encouraging clients to explore the new website. Include direct links to key pages or features.
Subject Line Example: “We’re live! Explore our new website today.”
Body Example: “Our new website is officially live! We’ve designed it with you in mind—making it easier to navigate, find the resources you need, and access our services. Visit us now at [website link].”
Social Media
Post: Post the big announcement across all channels, using professional visuals and a clear call to action to visit the site.
Caption Example: “We’re live! 🎉 Our new website is ready for you to explore. Check it out at [website link] and let us know what you think!”
Stories: Post a celebratory Story announcing the launch. Include swipe-up links (or profile links) that take followers directly to the new website.
Building Anticipation with a Multi-Channel Strategy
A new website launch is more than just a single announcement—it’s an opportunity to engage with your audience across multiple platforms and build anticipation. By combining email marketing, social media posts, and stories, you can create a cohesive, multi-channel strategy that drives excitement and engagement, leading to a successful launch.
Ready to launch your new website?
If you’re gearing up for a website launch and need a professionally designed site to make it stand out, I’m here to help. Learn more about my website design services and how we can create a site that perfectly reflects your brand.
Behind the blog
I’m Vanessa. The Founder & Creative Director of Vanessa Bucceri Creative.
We work with ambitious service professionals who are ready to uplevel their brand identity so they can flourish in their businesses. We show style-minded business owners just like you how to connect with your audience through artful branding & web design - all while truly listening to your vision and intuitively bringing it to life.
More About VBC
Welcome to Allora! A bi-monthly digest sharing style and strategy related to branding, web design, and business ownership for graciously ambitious service professionals.
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