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5 Ways to Screw Up a Website Launch (and how to avoid it)
Posted By: Candace on Jul 3, 3:07 pm
Recently, The Geek Media was speaking to a small “dot com” company on the verge of their big launch. Some coverage on the launch was worked out and, some definite hype was generated about this company. However, on launch day everyone was in for a huge surprise. This company had nothing like anyone expected. It left us and, the people looking forward to this launch sorely disappointed. Because of that, we give you 5 very basic fundamentals when launching a new web based business.
I’m sure many of you are thinking “people know this already”. Actually, you would be surprised how many companies I have worked with that do not. Many people launching their sites are new to the business world or, new to the “dot com world”. These are simple mistakes a lot of first-timers make.
#1. Don’t confuse people: Stick to the nature of your business: The specific company we were talking about is a perfect example. The beginning of their hype was an attempted viral marketing campaign geared towards sending a “message” to Twitter. This lead many people to think this company had something to do with social networking. Their main focus was on the message being sent to Twitter and, not on the company itself. When the company launched, they turned out to be a company offering simple applications for Windows. Wait…what?
#2. Research what you are offering: Many companies upon launch offering a wide variety of products and services to their public. However, some companies don’t think this through. Research the products you are offering. If you are improving on an existing product or service, make sure that yours has a unique spin on the existing. Make sure no one else is doing it. Be certain what you have can somehow improve on the competition. Put as much time into research as you need to and, don’t be afraid to change things around either.
#3. Make sure what you are offering is something people need or want: Let’s take for example a company who is offering a Windows application that is a password generator. It’s a free download that anyone can use. Well, that would be a great idea except for the fact we can find hundreds of those online requiring no download. After you do your research on your product or service be certain this is not something that is widely available. Do people really want this? Would you want this? Would you use it everyday? Don’t be afraid to ask friends, family and business contacts their opinions.
#4. Be available: This is a large mistake for small companies on launch. I have seen quite a few companies launch their site and business then, not be available for questions from the public and the media. Be certain that you or someone designated is available to speak to the public about their questions and concerns and, speak to the media. A press release and some basic marketing using social networks and social media will also help.
#5. Make sure your site is “good to go”: Sites are going to be buggy. Especially new sites. However, some basic testing with members of the team will help your site run smoothly when it launches. Get the live site up and, let people go at it. Have people look over for spelling mistakes, grammar issues, bugs, broken links, pages not working…the whole nine yards. Stress testing your server is also a very good idea.
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August 16th, 2008 at 2:45 am
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