Your New Website Won't Grow Your Business..

But This Will.

The #1 Differentiator Between a Successful Launch and a Flop

After building websites for estheticians and medspa owners across the country, I've noticed one major thing that separates the clients who see a flood of new orders after launch from the ones who don't.

It's how much the client shows up to promote it.

It's not the design. It's not the SEO. It's not the copy. (Though these things do help!! That's not the point of this article. Even if you're working with the greatest SEO agency in the world, the results you can get when you're actively promoting your website are always going to be greater than if you keep it a secret)

The estheticians who get results after a new website launch are the ones who treat launch day like an event, not a finish line. They show up on Instagram Stories. They email their list. They tell every single client on their table. They link to their new shop constantly. They talk about it for weeks before launch even arrives. They're loud and proud about it, and their audience responds.

The ones who go quiet? Their beautiful new site sits there like a storefront on a street no one walks down.

Your Website Is One Tool in Your Toolbelt

Think of your website the way you think about a new facial protocol. You could have the best products, the best technique, the most luxurious treatment room but if your clients don't know you're offering it, it doesn't book out.

You still have to tell people, over and over and over again. Because we all inundated with so much information, it takes awhile for things to stick out in someone's mind.

Your website's job is to convert the people who land on it. Your job is to help people have awareness!

How To Set Yourself Up For A Successful Launch

You don't need a massive following or a million ads to get traction. You just need to show up consistently in the weeks around your launch. Here's what that looks like in practice:

Before launch

• Start teasing and talking about your website launching 10-14 days before launch
• Talk about how much easier shopping is going to be for your clients
• Announce any shopping updates like subscriptions or a client only store
• Explain why you decided it was a good time to update your website or add eComm
• Let them know what you are most excited about for the new site (rewards program, shipping or local pick up options, the ingredient checker, etc)
• Plan to email your audience with the client-only store password, any launch specials, and what to expect from the new website. We recommend emailing 7 days before launch, 3 days before, and on launch day.
• Link your booking software, website, Google reviews, gift cards, and online store in your Instagram bio
• Be diligent about filming your AM/PM routine and linking products. Once your store is live, every time you are talking about a product it should be linked to encourage sales!
• Consider creating a launch discount to entice more traffic and also give back to your clients for all the support they've shown you over the years

If you feel like you’re talking about your store or website too much, talk about it some more ;)

On launch day

• Email your audience once more to announce the launch is live, reshare the clients only password (if you have one), and share your favorite products
• Post on every platform
• Highlight what products people are purchasing or what products you recommend getting during your launch sale
• Show your excitement when you get your first order!
• Share how you're celebrating the launch, film a day in the life on launch day. Bring people into your world, make them feel like they're part of the celebration, because they are!

After launcH

• Film stories or make reels packing your first orders
• Especially if you're running a multi-day sale, keep on promoting it via stories, reels, carousels, email, or any other social channels.
• I'll repeat this one: Be diligent about filming your AM/PM routine and linking products. Once your store is live, every time you are talking about a product it should be linked to encourage sales!
• Keep talking about it! Don't let the momentum die after day one.

After launch, now that your designer has hopefully built you a strong SEO foundation, this a great time to work with an SEO agency. They can help you bring in more traffic from other sources like Google. You won't pop up #1 on Google the day you launch but you can definitely get there sooner than you think if you work with people who specialize in SEO (like our good friend Samantha at SJ Digital Solutions)

And remember this: how exciting is it to have a website that finally feels like you? Professional, polished, and worth sending people to. Doesn't that make you want to shout it from the rooftops?! You invested in yourself and that is worth celebrating!!

Your Website Can't Do It Alone, But Together? Magic.

When a thoughtful, well built website meets an owner who actively promotes it, that's where the real results happen. That's when dope magic happens. 🤝

So if you're thinking about investing in a new website or if you just launched one and you're waiting for it to "kick in", this is your reminder: show up for it, and it will show up for you.

Ready to build something worth shouting about? Apply to work with us