September 22, 2023

Launching a brand new web site is an thrilling milestone.

However figuring out what to do earlier than launching might be overwhelming.

Nevertheless, with our web site launch guidelines, you don’t must stress. 

We cowl all the pieces from pre- to post-launch so you understand what to do.

Let’s get began.

Web site Pre-Launch Guidelines

Listed below are the gadgets to examine off your listing earlier than launching your web site:

1. Examine Redirects

Should you’re redesigning your web site, ensure that previous pages redirect to new ones.

You may must redirect pages when you consolidate a number of pages into one. Or when you change a web page’s URL slug—the final a part of the URL.

Create 301 redirects—everlasting redirects—so customers (and search engines like google and yahoo) who go to previous URLs find yourself on new ones mechanically.

an infographic showing a redirect arrow from the old page to the new one

Tip: Undecided the right way to implement redirects? We put collectively steps to create 301 redirects. Clicking the hyperlink takes you on to the part that outlines how.

2. Develop Your On-Web page search engine optimisation Technique

On-page search engine marketing (search engine optimisation) refers to methods that enhance your webpages to assist them acquire visibility in search outcomes. These methods enable you drive natural visitors—visitors from unpaid search engine outcomes—to your web site.

Creating content material targeted on vital key phrases is a big a part of on-page search engine optimisation. So, it’s important to establish the fitting key phrases.

Let’s say you promote painted pet portraits. And also you wish to rank excessive in search engine outcomes when somebody searches for phrases associated to what you are promoting.

However how do you identify which key phrases are associated to what you are promoting? By key phrase analysis. 

Right here’s the right way to do it:

Head to the Key phrase Supervisor device and click on the inexperienced “Create listing” button. 

“Create list” button highlighted in the Keyword Manager tool

Subsequent, enter at the least one seed key phrase—a broad time period associated to your area of interest. 

On this instance, it’s “painted pet portraits.” Choose a database, enter your area (optionally available), and click on “Create listing.”

steps to creating a list in Keyword Manger tool shown

Then, the device will create a listing of key phrase clusters (teams of comparable key phrases) related to what you are promoting:

a list of keyword clusters related to “painted pet portraits”

Select which cluster you wish to write content material about and click on “Write content material.”

an example of choosing "dog king portrait" cluster

Subsequent, select which gadget you wish to goal: desktop or cellphone. (Search outcomes can differ for desktop and cellular gadgets. Selecting a tool helps Semrush tailor the writing suggestions.) 

Then, click on “Ship key phrases.”

Send To SEO Writing Assistant” box

search engine optimisation Writing Assistant will open subsequent. This device helps you optimize your content material for search engines like google and yahoo that will help you rank larger.

To get began, copy and paste your textual content or kind instantly within the editor (your goal key phrases will already be added):

SEO Writing Assistant editor

The device will then offer you useful suggestions for readability, search engine optimisation, originality, and tone of voice. 

Different techniques to enhance your on-page search engine optimisation embrace:

  • Writing attractive meta titles and descriptions (the textual content that shows within the search outcomes) for every web page
  • Writing descriptive alt textual content (the textual content used to explain a picture)
  • Including key phrases to your URL slugs (the final a part of your URL that identifies every web page, underlined within the image under):
an example of a URL slug on Semrush Blog ("what-is-a-url-slug")

Issues like appropriate spelling and high-quality media assist construct belief with web site customers.

So, examine over all of the copy and media to your web site. 

Guarantee there aren’t any spelling or grammar errors. And that media like photos, movies, and GIFs seem correctly.

4. Assessment Your Web site’s Branding and Design

Make certain your web site’s branding and design is constant throughout all touchpoints. To make sure a cohesive expertise.

This goes for touchdown pages, contact types, weblog posts, and some other pages you have got. 

For every web page, guarantee:

  • Your brand is seen
  • The typography and shade scheme are constant throughout all pages
  • The structure is obvious and arranged

Irrespective of which web page a person lands on, they need to realize it’s what you are promoting. 

5. Examine Your Website on Completely different Gadgets 

Having a look at your new web site (whereas it’s in a staging atmosphere) on completely different gadgets helps you avoid points which may negatively affect UX, conversion charges, and gross sales. 

Think about your on-line store seems to be nice on desktop screens. The product descriptions are straightforward to learn and the pictures look nice. 

However once you go to your web site on a cellular gadget, you discover that the textual content is minuscule and practically illegible.

To keep away from this, examine your web site on a variety of gadgets with Google’s Dev Tools.

Right here’s how.

Utilizing Chrome, head to your web site. Click on the kebab menu (the three vertical dots). Then choose “Extra Instruments” > “Developer Instruments.”

navigating to “Developer Tools”

Click on the “Components” tab and choose the “Toggle gadget toolbar” icon:

"Elements" tab and “Toggle device toolbar” icon highlighted

Subsequent, evaluate your web site from completely different gadgets within the drop-down menu. 

drop-down menu offering different device types you can preview

Repair any areas the place:

  • The textual content is small and tough to learn
  • The content material spills out of the viewport (the seen space of a webpage) 
  • The buttons are too small to faucet simply

6. Take a look at Your Web site on Completely different Net Browsers

It’s vital your web site seems to be nice (and works) regardless of which internet browser folks use. To offer a constant expertise for all customers.

Completely different browsers—like Chrome or Firefox—learn and show web site code in a different way. This leads to variations in look and performance. 

So, it’s vital to check your web site on completely different browsers earlier than it goes reside. 

Instruments like BrowserStack allow you to take a look at your web site on completely different browsers and gadgets.

Or you’ll be able to obtain numerous browsers to your laptop and take a look at your web site with them.

Make word of any variations between browsers. And repair them earlier than you launch your web site.

7. Compress Your Photos

Small picture recordsdata assist your web site run quick.

So, ensure that to compress your photos. Which implies making them smaller with out considerably affecting their high quality.

You should use a free device like TinyPNG to mechanically cut back your photos’ file sizes.

an infographic showing original image with file size 57kb and compressed 15kb

8. Create an XML Sitemap

An XML sitemap (an internet site file that features all of the pages you need listed in search outcomes) helps search engines like google and yahoo discover your web site extra effectively.

To create a sitemap mechanically, use an XML sitemap generator like It’s free for as much as 500 pages.

After that, submit your sitemap to Google. 

Right here’s how.

Log into your Google Search Console and select your area:

choose your domain in Google Search Console

Click on “Sitemaps” within the left-hand navigation:

“Sitemaps” highlighted in the left-hand navigation

Enter your sitemap’s URL and click on “Submit.”

"Add a new sitemap" section in GSC

After a while (and if there aren’t any errors together with your sitemap), you’ll see the phrase “Success.” This implies Google can learn your sitemap. And no additional motion is required.

an example of successfully submitted sitemap

9. Examine Your Robots.txt File

It is vital to examine your robots.txt file (which tells crawlers which pages they need to and shouldn’t entry) to make sure search engines like google and yahoo can crawl your web site and show your content material in search outcomes.

You possibly can view your robots.txt file by including “/robots.txt” to the top of your URL. For instance: “”. 

Right here’s what a robots.txt file seems to be like:

an example of a robots.txt file

To permit all search engines like google and yahoo to crawl your web site, you’ll have a line of code in your robots.txt file like this:

Consumer-agent: *

Permit: /

And if you wish to block search engines like google and yahoo from crawling your web site, your robots.txt file will say this:

Consumer-agent: *

Disallow: /

Additional studying: Robots.txt: What Is Robots.Txt & Why It Issues for search engine optimisation

10. Examine That Your Website Serves HTTPS

Hypertext Switch Protocol Safe (HTTPS) ensures data despatched from a pc to an internet site is stored non-public and safe. And it’s a necessary factor for contemporary web sites.

You’ll know if HTTPS is enabled in case your reside web site has a padlock beside the URL:

an example of a padlock beside the URL ""

Why’s HTTPS vital?

HTTPS helps be certain that your guests’ data (like their IP addresses or their bank card data) isn’t accessed by unauthorized people (like hackers).

And HTTPS is so vital that Google made it a ranking factor

So, having HTTPS helps your search engine optimisation. And in addition builds belief together with your guests.

To allow HTTPS:

  1. Buy a Safe Sockets Layer (SSL) certificates—a certificates that encrypts knowledge transmitted between web sites and customers
  2. Set up the SSL certificates by way of your internet host
  3. Redirect the HTTP model of your web site to the HTTPS model (if wanted)

If this feels too technical, most internet hosts will enable you arrange HTTPS for a charge.

11. Examine Your Conversion Paths 

Going over your conversion paths ensures you keep excessive conversions throughout your web site. 

Make certain to check all conversion paths, together with these for:

  • Contact types
  • Lead era types
  • Checkout processes
  • Account registration

And any others.

Make certain there aren’t any hurdles like extreme type fields or prolonged checkout processes. Which might forestall customers from changing.

12. Arrange Analytics

Analytics instruments enable you gather helpful perception into your customers and what they do in your web site. So you’ll be able to perceive what’s working and what’s not.

Arrange analytics earlier than your new web site goes reside. Or, if the previous model of your web site had analytics arrange, confirm that they’re nonetheless correctly arrange within the new web site configuration.

This manner, you’ll be able to gather knowledge from the second you launch your new web site.

Analytics software program like Google Analytics is free and easy to stand up and working.

It supplies loads of data, like what number of conversions you have got and what number of customers go to your web site every day (pictured under).

Google Analytics "Home"

It’s additionally helpful to get a glimpse of your opponents’ analytics.

For that, use Semrush’s Site visitors Analytics.

Enter the URL of a competitor and click on “Analyze.”

Traffic Analytics search bar

The “Overview” report tells you data like how a lot visitors they get and the way a lot time guests spend on their web site. 

Clicking into the opposite tabs offers you even deeper insights into your competitor’s viewers, the viewers’s visitors journey, and extra.

Traffic Analytics “Overview” report

Understanding your opponents’ analytics can present helpful perception into your business. That can assist you establish which areas it’s possible you’ll fall quick in. Then, you understand what to enhance by yourself web site shifting ahead.

13. Take a look at the UX

Nice UX may end up in extra leads, extra gross sales, and happier prospects.

Your web site’s UX consists of all the pieces customers work together with. 

For instance, say a customer tries to buy a product however the “add to cart” button doesn’t work. This results in a poor UX.

Many ideas we’ve already talked about contribute to UX. However listed below are some others:

  • Make certain all clickable parts work and take the person to the fitting vacation spot
  • Embody numerous white area on text-heavy pages in order that they’re straightforward to learn
  • Add vital pages (like your contact web page) to your navigation bar so guests can rapidly discover it

Tip: Have somebody who isn’t accustomed to your web site evaluate it. An out of doors perspective can inform you which areas trigger confusion. And what wants enchancment.

14. Take a look at for Accessibility

Having an accessible web site means everybody will get an analogous expertise, no matter impairments or technological constraints.

For instance, say a customer is colorblind. The distinction between the textual content and the background must be distinct sufficient that they will nonetheless learn the textual content.

Right here’s one other state of affairs.

Let’s say somebody has sluggish web that stops photos from loading on webpages.

It is best to have alt textual content (textual content that describes every picture) for all of your photos. Then, these guests can nonetheless think about what the picture must be. 

Right here’s how alt textual content seems to be when a picture doesn’t load:

alt text showing up where the image didn’t load

Listed below are extra accessibility ideas:

  • Make hyperlinks stand out from the remainder of your textual content in order that they’re straightforward to see and click on
  • Select a typography that’s straightforward to learn
  • Make your font giant sufficient to learn
  • Add captions to movies for individuals who can’t hear voice-overs
  • Make buttons giant and clickable
  • Take away flashing parts

We additionally advocate reaching out to a lawyer in your space. Ask them what that you must do to make your web site compliant with accessibility legal guidelines in your area.

15. Guarantee You Adjust to Privateness Legal guidelines

Your guests usually tend to belief your web site after they see you adjust to privateness legal guidelines. (And also you’re much less more likely to get in authorized bother.)

There are completely different privateness legal guidelines all over the world, together with the Common Information Safety Regulation (GDPR) and the California Shopper Privateness Act (CCPA).

Whereas every regulatory physique has its personal necessities, listed below are a number of finest practices:

  • Add cookie consent banners to your web site and permit customers to decide out of cookies
  • Create a privateness coverage that outlines the way you gather knowledge and what you do with it
  • Have a plan for what you’ll do if the information you gather is ever breached
  • Permit customers to delete their knowledge

Since that is one other authorized subject, we advocate you converse with a lawyer. They will inform you what your web site must adjust to privateness legal guidelines in your nation. 

Minimizing third-party instruments and integrations can pace up your web site. Which might enhance UX and result in higher search engine rankings.

Earlier than launching your web site, evaluate all third-party instruments. And take away integrations you don’t want and repair any that aren’t working. 

17. Create a Backup Schedule

While you again up your web site often, you don’t want to fret about dropping vital data. 

The variety of backups you schedule is dependent upon how usually you propose to make web site updates (like publishing weblog posts or importing new merchandise).

For instance, those that publish a number of weblog posts every day might wish to create weekly backups. 

However month-to-month backups is likely to be higher when you not often publish new content material.

Free plugins, like UpdraftPlus, create automated web site backups for WordPress customers.

For added peace of thoughts, retailer your backups in a number of areas like an exterior drive, your laptop, and cloud storage.

Earlier than asserting your new web site, spend time crafting posts for social media. To drum up pleasure and let your viewers know what to anticipate.

Right here’s an instance from inventive company We Are Reach:

We Are Reach announced the new website launch on social media

Contemplate creating content material for earlier than, throughout, and after your launch. 

This manner, you’ll be able to construct up anticipation to your launch. And it’s also possible to remind of us about your new web site in the event that they miss your announcement on the day of.

Bonus: Web site Publish-Launch Guidelines

This temporary post-launch web site guidelines will enable you maintain your web site working easily properly past launch day.

Run a Website Audit

An error-free web site builds belief and enhances person expertise.

Examine for any errors—like damaged hyperlinks or duplicate content material—you might have missed throughout the staging course of.

To start out, use Semrush’s Website Audit device.

Click on the “+ Create venture” button.

Site Audit tool search bar

Fill in your area and venture title. And click on “Create venture”:

"Create project” section in Site Audit

After you create a venture, head again to the Website Audit device and choose your venture.

select your project in the tool

Subsequent, configure the fundamental settings (pictured under). Or use our detailed setup information that will help you configure the audit primarily based in your wants.

Then, click on the “Begin Website Audit” button.

Site Audit Settings

Click on into the “Points” tab to seek out errors you’ll be able to repair earlier than you launch your new web site.

“Issues” tab in Site Audit tool

The problems are sorted into errors (most extreme), warnings (medium severity,) and notices (least extreme):

errors, warnings and notices tabs

This prioritizes what to sort out first.

Optimize Your Web page Pace

You possibly can rank larger within the search outcomes with a quick web site, according to Google. And once you rank larger, you usually get extra visitors.

To check your web page pace (how lengthy it takes to your web page to load), use PageSpeed Insights.

Enter your URL into the bar and click on “Analyze.”

PageSpeed Insights search bar

You’ll get an in depth report (for cellular and desktop) that tells you how briskly your web site hundreds and which parts to enhance:

PageSpeed Insights detailed report

Attain out to a developer when you aren’t positive the right way to enhance the factors listed. 

Optimize Your Conversions

Making small modifications to your web site can enhance your conversion charges.

And one of the best time to optimize your conversions is when you begin getting visitors to your web site.

One strategy to optimize your conversions is thru A/B assessments.

An A/B take a look at is once you take a look at two variations of a variable to see which performs finest. Listed below are some parts in your web site that you may A/B take a look at for conversions:

  • Name-to-action (CTA) copy
  • Headlines
  • Imagery
  • Button colours 

For instance, let’s say you need extra folks to enroll in your e mail listing. You possibly can take a look at many alternative variables in your opt-in type, like the colour of the CTA button.

an infographic showing two email opt-in forms with different variables

In the course of the A/B take a look at, you’ll see which variable leads to extra conversions.

You should use SplitSignal to conduct A/B assessments. It’s straightforward to arrange and allows you to take a look at completely different parts in your pages like headers, web page titles, or meta descriptions. 

That method, you’ll know which modifications will enhance clicks and conversions.

Tip: Solely take a look at one variable at a time so you understand which modifications result in larger conversions.

Assessment Your Key phrases

Checking key phrases helps you notice which pages rank properly (to your key phrases) and which of them to enhance.

To maintain monitor of your efforts, use our Place Monitoring device. 

To start out, click on the “+ Create venture” button.

Position Tracking tool

Enter your area and venture title. And click on “Create venture.”

"Create project” section in Position Tracking tool

Fill out the knowledge on the “Focusing on” configuration web page (pictured under). You may as well comply with our in-depth setup information if you’d like extra data on configuration. 

When you’re achieved, click on “Proceed To Key phrases.” 

“Targeting” configuration page in Position Tracking tool

Then, enter the key phrases you want to monitor and click on “Begin Monitoring.”

“Keywords” configuration page

This report offers you an in-depth look into your rankings. So you’ll be able to monitor the way you’re performing and see which content material wants enchancment. 

Carry out Common Updates

Updating software program (like instruments and plugins) to the newest model retains your web site working easily. It additionally improves web site safety and may forestall hackers from accessing your web site.

Watch your software program for updates and set up new variations at common intervals.

Get Able to Launch Your New Website

This guidelines will make your web site launch seamless and easy. 

Now, it’s time to undergo every merchandise and get your web site prepared to your huge launch.