You’ve poured months into getting it right — researching and interviewing vendors, mapping user journeys, refining design, and auditing, rewriting, and creating content. You invested real time and real budget into a website that’s faster, easier to use, more accessible, and undeniably better looking. Now it’s time to do more than hit “publish.”
A new website launch isn’t just a milestone — it’s a built-in marketing moment. Done right, it becomes a powerful campaign that builds momentum, visibility, and engagement from day one.
A new website won’t automatically attract visitors, so you should create buzz & awareness around it.
You’ve created a better website for them that addresses their pain points and allows them to access the information they need more efficiently, so let them know.
While a new website should be expected to perform better in the long run, it can take a minute for Google to re-evaluate your new site. This can cause organic traffic to drop temporarily, so paid efforts help mitigate the impact.
NOTE: This is especially important if you are updating your URL.
The buzz around your new site also presents an opportunity to promote other business goals and initiatives.
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Leverage your lists of leads and current/past customers to share the improvements and encourage them to check out your new site. You can also share the news in already-scheduled newsletters.
Make an announcement post on all of your profiles. Share a screenshot of the new homepage or a video highlighting the new functionalities. Don’t forget to include a link!
Utilize alert banners on your website for the first month. Use messaging that calls attention to the new details:
Meta is the largest social media platform, providing the ability to reach a broad audience at a reduced cost. This platform can be used to drive traffic to the new site or to simply increase awareness about your new site.
As a professional social site that allows you to reach your business’s audience based on criteria like industry, job experience, skills, and interests, this is a great platform for B2B brands to promote their updated website.
Display ads utilize Google’s large network of websites to showcase your ads all over the internet to users who meet your targeting criteria. Targeting criteria can include: lists of your website users or clients; a user’s interests, recent searches, browsing history, and more.
Search Engine Marketing (SEM) can be a useful tool in helping your new website gain authority and build SEO rankings while also supporting larger business goals.
Upon the completion of Saunders Construction’s new website, AOR launched a 3-month Google Search campaign to help them gain back their domain authority with Google. That search campaign resulted in:
Adams County Government also ran an awareness campaign following the launch of their new site, which included a new URL as well. We ran a 3-month campaign on Meta, Google Display, and NextDoor, which resulted in:
Launching a new website is a major investment — but its impact is defined by what happens next. Without a thoughtful promotion strategy, even the most well-designed site risks going unnoticed by users, search engines, and potential customers. A coordinated mix of organic and paid promotion ensures your new site earns visibility faster, regains and builds authority, and delivers measurable results.
Whether your goal is increased traffic, stronger engagement, lead generation, or recruitment, a website launch creates a rare window of attention and opportunity. When paired with the right marketing efforts, that moment turns into momentum, helping your new site perform better, sooner, and support broader business goals from day one.
Give us a shout if you’re interested in promoting your new website and need the guidance of a seasoned marketing team.