In the long checklist of critical items to execute when relaunching an organization’s website, there’s one that all CMOs and CIOs need to skip: Do not make an announcement about the new website.
Relaunching your website is not news. It’s not a story. Don’t send out a press release or even write a Facebook or LinkedIn post. I’m sure building the new site was hard work and cost a great deal of money. You’re right to be proud of your new site. But I must tell you: no one else cares.
Your website is the place where you tell your story; it’s not a story that you have made changes to that place.
How Did We Get Here?
The traditional old media set a bad precedent. Newspapers regularly made big announcements to their readers about their own changes in format or style. Television is even worse. Every redesigned set on a morning show means a “behind-the-scenes-hey-aren’t-we-happening” moment for programs like the Today Show.
That’s fine if you have 5 hours of fluff to fill every morning on NBC. But your brand has only few seconds to grab a consumer’s attention online. Tell your story and don’t waste your shot by talking about the way you tell stories.
Take a Shakedown Cruise
Before you shine a spotlight on that new website, let your current customers and team take it on a shakedown cruise. If issues pop up, or some content is found to be inaccurate, you would rather work on a fix before too many eyeballs hit the site. Too many companies have wasted time, money, and credibility by driving consumers to a website that wasn’t ready for large numbers of visitors.
What Could You Announce?
Put your customers’ interests first. What does your news mean to them?
- If you have new functionality on your website that a consumer might find compelling such as ecommerce, then it’s newsworthy.
- If you have new video content or written articles that are relevant to your customers, then share it.
- If you have news that affects your clients such as changing executives / contacts or new initiatives, then announce it.