Why Should You Work on Your Digital Marketing Campaign before you Build Your Site?


Your website may soon be launched, once it is crafted to perfection. But if you think once the design and development process comes to a close, the website is ready for launch, think again! Digital marketing is a very important and critical step for ensuring your site actually attracts visitors and converts qualified leads into loyal clients. Without a solid comprehension of why online marketing is a crucial part of the pre-launch strategy, well-intentioned web design teams can go wrong, thereby impacting future traffic, sales and leads. With the right research and proper planning, these issues can be avoided.

Prepare a Coming Soon Page That Builds a Buzz

Even with the heavy lifting done, there are quite a few factors that need to be taken into consideration when it comes to launching your site. The staging site should be replete with a ‘coming soon’ page. What is the purpose of this? Well, it builds a buzz and generates publicity for the site even before the launch. So before you craft the website content by performing keyword research as well as competitive analyses or optimising on-page elements, you should work on online visibility too.

Work on SEO Elements

With web marketing specialists, your business can be assured that SEO trends and technologies will be followed to perfection. Launching a website sans proper on-page SEO elements has long term as well as adverse effects on web visibility. This negatively impacts market share, traffic, sales and revenue.

Depending on the size of the site, you also need to ensure 301 redirects are available for URLs for those pages that change. Link equity is absolutely essential, while link building. Preparing for the launch is also the right time to review advanced checkpoints for effective SEO. This includes proper link canonicalisation, no broken internal links or redirect chains. Load times also come into play.

With on-page optimisation, 301 redirects and other elements in place, there’s a lot more to site SEO and digital marketing than you think. The site should also be easily accessible to bot crawlers and visitors alike. Missing pages or broken links need to be corrected. For this A/B or split testing is essential. Once the new website has a walk-through the XML sitemap has to be submitted to Google. This helps the search engine to understand the website’s URL structure and page value.

Click on Social Media

Tapping social media for generating publicity for your soon-to-be launched website is equally crucial. Social sharing buttons and generating likes, shares, and comments for your news and updates can be the trigger to  make your site a true traffic magnet and qualified-leads generator. Social media platforms also provide your internet marketing team with the opportunity to make announcements regarding the launch and build a sense of anticipation around it.


For generating likes and shares, it’s not enough to rely on just SEO or social media. Your digital marketing campaign should also incorporate content and video marketing to give your web presence a boost. In terms of the bigger picture, you need to check your site for readability and a strong connect with its intended audience before stepping out into cyberspace. The internet as a marketplace may be thriving, but if you don’t keep up with the online marketing trends, your website is liable to get left behind. 


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