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Guidelines: A Complete Listing Of 40+ Steps To Efficiently Launch A New Web site, On-line Retailer, or Do A Website Refresh


Whether or not I’m launching an internet site on a brand new area or relaunching a shopper web site, there are a selection of steps that I take to make sure that the location is correctly launched and absolutely accessible to customers and search engines like google. I’ll point out some examples of plugins or functions within the following article, however this isn’t a platform-specific article.

This text assumes that you just’ve constructed the location regionally or on a staging space and are working to place the location into manufacturing the place it may be publicly accessed.

Web site Go-Stay Prechecks

Whereas constructed regionally or on staging:

  1. Integrations – Have you ever audited all integrations on the present web site and ensured they’re correctly configured on the brand new web site?
  2. Options – Does your new web site have all the options included into it that it is advisable to successfully talk together with your prospects and prospects?
  3. Web page Redirects – Examine that beforehand accessed pages both exist or are correctly redirected to pages on the brand new web site. I crawl the prevailing web site with Screaming Frog search engine marketing Spider to get a complete listing of pages that exist in addition to examine Semrush for vacation spot pages which were backlinked to in order that I can guarantee rating isn’t misplaced (and is typically regained with the invention of previous pages or belongings that had been deleted.
  4. Damaged Hyperlinks – I examine each the prevailing web site and the brand new web site for any damaged hyperlinks to pages or belongings to make sure the brand new web site doesn’t have inner navigation or hyperlinks that may end in 404 Not Discovered pages.
  5. Grammar and Spelling – There’s nothing extra embarrassing than launching a brand new web site with a typo in it. We don’t belief ourselves on this and all the time use a grammar and spelling software to confirm copy on all pages and emails.
  6. Picture Compression – I compress all pictures on the brand new web site to make sure I don’t considerably improve pageload occasions.
  7. Markup – I confirm that the markup of my pages is optimized, making certain one h1 tag per web page, with correct utilization of HTML5 components just like the asides, footers, headers, article tags, and so on.
  8. Wealthy Snippets – I validate that each one my wealthy snippet markup is legitimate and that any schema info is updated, like deal with, hours, social media picture, and so on.
  9. Branding – Chances are high that you just’re launching a brand new web site as a part of protecting your model contemporary. Have you ever up to date all visible and textual mentions of your model on the brand new web site?
  10. Varieties – Have you ever configured and built-in all contact varieties, e mail opt-in, and different vital varieties in your web site?
  11. Cellular Responsive – Whereas most websites are designed on desktop, it’s important to make use of your web site on a cellular machine to make sure that pages are absolutely responsive and can move all cellular responsive testing.
  12. Sitemap – I make sure that the XML sitemap for the location is being correctly constructed to make sure the complete web site might be listed by search engines like google as soon as I register it after going stay.
  13. Rank Audit – I take a snapshot of how the present web site ranks in search engines like google utilizing a software like Semrush.
  14. Hyperlink Cellphone Numbers – I evaluation all telephone numbers on the location and guarantee they’re hyperlinked correctly for cellular customers.
  15. Occasion Tagging – I make sure that any added code to seize analytics occasions (telephone clicks, kind submissions, call-to-action clicks) has been deployed and can work as quickly as the location is stay and analytics is enabled.
  16. Entry – Have you ever arrange all of the customers on the brand new web site with their correct permissions? Have you ever offered all infrastructure entry it is advisable to the inner workforce within the occasion they should entry it?
  17. Backup – I backup the prevailing web site in preparation for any sort of disaster which can require it to be instantly restored.
  18. Launch Plan – Have you ever notified all the folks accountable of the timeline for launch, their duties, and the way you’ll talk with each other on any points? This could embody a listing of inner and exterior testers for the location.

Web site Go-Stay Checks

As quickly as the location is stay:

  1. Safety Certificates – As soon as all of the DNS servers have been up to date and propagated with the brand new web site’s location, I set up the safety certificates (SSL). This generally takes some time and you actually don’t have a lot management – in order that’s why we frequently launch a web site exterior of peak utilization occasions.
  2. Backup – I now again up the newly launched web site to make sure that I’ve a contemporary copy of the brand new web site within the occasion we mess one thing up within the web site launch course of. You’d be shocked at how a easy factor like messing up a search and substitute can destroy a newly launched web site. After nearly each change from right here on out I’ll do guide backups.
  3. Area Search and Exchange – If the location was on a staging server, there are usually area paths that want updating all through the location. Utilizing a search and substitute software, I’ll replace the location to make sure no hyperlinks to the staging space exist and that each one references are utilizing a safe connection (https).
  4. Licensing – If I licensed themes, plugins, or different instruments, I make sure that the stay web site is correctly registered rath than the staging web site in order that every thing is working correctly and might be up to date.
  5. SMTP – I configure the location to make use of an workplace e mail account for outbound messaging fairly than the server, usually with an SMTP plugin.
  6. Conversion Testing – I take a look at all varieties on the location to make sure the info is correctly captured and handed by any integration. If it’s an e-commerce web site, I usually present funds to testers all through the nation to check and make precise product purchases to make sure fee processing and transport integrations are working. We additionally make certain all outbound, automated e mail notifications to customers and inner are being acquired.
  7. Tagging – I make sure that Google Tag Supervisor is correctly put in on the location and that Google Analytics is firing. This contains occasion monitoring resembling kind submissions, chat launches, or e-commerce occasions.
  8. Caching – I usually confirm the cache configuration on the location, clear the cache, and make sure the web site is performing effectively.
  9. Content material Supply Community – I configure a content material supply community (CDN) to extend the velocity of the location and belongings geographically.
  10. Crawl – Once more, utilizing Screaming Frog search engine marketing Spider I crawl the location in search of any errors or different efficiency points.
  11. Robots.txt – I guarantee there’s nothing stopping the location from being accessed by search engines like google. As websites are being developed on staging areas, search engines like google are sometimes discouraged from indexing the location. While you go stay, it’s essential to make sure that setting is up to date.
  12. Search Engines – As soon as I’m positive the location is up and working effectively, I register the location with Google Search Console and Bing Site owners to make sure it’s correctly crawled and the sitemaps are discovered.
  13. Session Recordings – Set up a platform to get recorded person periods and get in-depth heatmaps of how the location is being utilized to see if there’s any confusion.
  14. Launch Testing – Your inner and exterior groups ought to now be administering their testing of the location throughout cellular and desktop and varied browsers to make sure it’s working correctly. All suggestions ought to be coming right into a central repository the place every situation might be prioritized and corrected.
  15. search engine marketing Audit – I set up and configure a software like Semrush to audit and monitor the location for any points.

Web site Go-Stay Postchecks

Within the days following going stay and the after the location has been up and getting guests, I proceed to work to optimize the location:

  1. Promotion – We make sure that the brand new web site is introduced to current customers, staff, and is publicly introduced on firm social media websites – welcoming suggestions from all! This may occasionally even embody public relations and promoting campaigns to advertise the launch.
  2. Search Console Monitoring – I monitor Google Search Console and Bing Site owners every day in search of any points that they could be discovered on the location.
  3. 404 Monitoring – I monitor 404 pages utilizing Google Analytics or an inner software like WordPress’ RankMath search engine marketing plugin.
  4. Analytics Monitoring – I evaluation analytics every day in search of any points which may be occurring. If it’s a alternative web site, I typically examine the person conduct earlier than and after going stay. This contains conversion occasion monitoring.
  5. Rank Monitoring – Website rating could swing wildly throughout the first couple weeks of a launch so I observe rating one month after the location is stay with Semrush to see that we’ve not had important losses and search for alternatives to extend rating from right here on out.
  6. Aggressive Monitoring – Why have a brand new web site if you happen to’re not making an attempt to win over some market share? Utilizing a software like Semrush, we arrange all related rivals after which monitor how I web site is rating compared to theirs.
  7. Backups – I’m assuming you have got a backup and restore resolution in your web site transferring ahead… but it surely must be a part of your guidelines simply in case! For a web site like WordPress, we use Flywheel managed internet hosting which has one-click backups and restores in-built and automatic.
  8. Reporting – Whereas we usually have month-to-month reporting for our shoppers, throughout a launch like this we are going to usually report back to them weekly on how the location is performing. We additionally hold the launch groups and testers knowledgeable on all points and resolutions.

For those who’re counting on an company to launch your web site, I wouldn’t depart it to them to make sure all of that is taken care of. You’d be shocked at how simply a 3rd occasion can neglect just a few issues within the course of. I’m not saying this as a result of I believe companies are missing… it’s simply that it’s your enterprise and never theirs so it’s essential to take the lead to make sure every thing is achieved!

I’d even be remiss to supply my agency’s companies. Highbridge does a ton of very giant web site redesigns, content material and e-commerce migrations, and complicated integrations.

Contact Highbridge

Disclosure: Martech Zone is utilizing varied affiliate hyperlinks on this article.

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