For some reason, I’ve always been a fan of people’s pre-launch campaigns.
No matter what you’re launching,
if you announce a launch date, that date sticks in my mind, and I get pretty excited waiting patiently for the reveal.
I know I’m not the only one who feels this way, does this happen to you too?
This is why I recommend a pre-launch website campaign, especially for businesses with an existing social media community.
It makes such a big difference compared to just dropping the news like, “Oh, by the way, I have a new website now.”
How underwhelming is that?
So today, we’re diving into Pre-Launch Strategies for Your Website: Everything You Need to Know for a Successful Launch.
Ready? Let’s get into it!
Purpose of a Pre-Launch Website Campaign
The purpose of a pre-launch campaign is to build anticipation.
Let’s be real—don’t we all get super curious about something that’s coming soon?
We start picturing what it might be, making guesses, and eagerly waiting.
That’s exactly the feeling you want to evoke in your audience.
A pre-launch campaign isn’t just about getting people to visit your site, it’s about creating an engaged, interested list of people who can’t wait to see what you’re about to offer.
Why is this important?
Well, your conversion rates will always be higher when you’re selling to an audience that’s already interested in what you’re about to share.
When people sign up ahead of time, they’re pre-validated, meaning they’ve already expressed interest.
This is way more effective than trying to sell to a cold audience who might barely remember why they signed up for your list in the first place.
How to Build Anticipation for Your Website Launch
Curiosity is powerful, and that’s what you’re tapping into with a pre-launch website campaign.
Building anticipation creates excitement and keeps your audience engaged.
You can leverage this curiosity in several ways to make them want to know more, and most importantly, keep coming back to check on the progress.
Let’s break down how you can do this.
Pre-Launch Strategies for Your Website
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Start Your Campaign Early
Why should you start your pre-launch campaign early?
Simple: you need time to build excitement and get people talking.
I recommend giving yourself at least a month before the official launch.
This gives you time to build your email list, offer value, and create buzz.
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Create a No-Brainer Offer for Launch Day
Think of a special launch offer related to your products or services.
Maybe it’s a discount, an exclusive bundle, or an early-access deal.
You want your audience to feel like they have to buy as soon as your site goes live.
Make it an offer they can’t resist!
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Offer a Freebie to Drive Traffic
Offering a freebie is a great way to get people to visit your website on launch day.
This could be an e-book, a checklist, or any digital resource that aligns with your business.
The freebie can be tied directly to your launch, giving people a taste of what’s to come.
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Start a Countdown
One of my favorite strategies is starting a countdown.
Showing up daily with a countdown to launch day will keep your audience excited and make them eagerly anticipate the reveal.
You’ll notice how they start checking in every day to see the latest update.
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Give Sneak Peeks
Giving sneak peeks of your website design, products, or services is a fantastic way to build interest.
Whether it’s a sneak peek of your homepage or a product in progress, people will be curious to see more.
This creates that “must-see” factor for your launch.
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Teasers and Behind-the-Scenes
Teasers are a powerful tool.
Share bits and pieces of what’s to come without giving it all away.
Behind-the-scenes glimpses work wonders here, people love to feel like they’re getting an insider look at something special.
You can tease your website design, product details, or even the story behind your brand.
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Don’t Reveal Everything Too Early
This might be the most important tip: don’t give away all the details too early.
Leave some mystery.
Hold off on revealing your logo or your full website until launch day.
The closer you get to launch, the more you can share, but keep the main surprises for the big reveal.
This way, your audience stays invested and excited.
Now, let’s build a pre-launch campaign step by step for a home office decor brand.
This will help you generate excitement, anticipation, and ensure a successful website launch:
Step 1:
Define the Launch Date and Build Anticipation
Before jumping into the marketing efforts, set a specific date for your website launch.
Let’s say your launch is 4 weeks away.
This timeline gives you enough time to implement all strategies while keeping the excitement building.
Create a countdown clock on your website and social media channels that tickles the curiosity of your audience.
Let them know something BIG is coming.
Example Timeline for a 4-Week Pre-Launch Campaign:
- Week 1: Initial teaser about something exciting launching soon.
- Week 2: Start sharing sneak peeks, including images or videos of your products in progress.
- Week 3: Introduce a countdown and keep your audience in suspense.
- Week 4: Full reveal, including special offers.
Step 2: Build Your Email List
Offer a freebie or lead magnet to start building your email list.
Since you’re in the home office decor niche, a great lead magnet might be a “Free Home Office Design Checklist” or “5 Easy Ways to Style Your Workspace”.
Promote this on social media and your website with a clear call to action.
Create an opt-in page on your website with a simple form where visitors can sign up to receive your lead magnet.
As the campaign progresses, send weekly email updates with sneak peeks or behind-the-scenes content to keep your audience engaged.
Step 3: Teasers and Sneak Peeks
In the second week of your campaign, start revealing sneak peeks.
You don’t have to give everything away, just enough to generate curiosity. Share visuals of:
- A close-up of your products, such as home office desks, decor, or storage solutions.
- Behind-the-scenes shots of your design process, packaging, or the team at work.
You can also create video teasers that show your products in action, like a time-lapse of setting up a stylish home office.
Step 4: Create a “No-Brainer” Launch Offer
A compelling launch offer will help convert those interested into customers.
For example, offer:
- 20% off all products for the first 50 customers.
- A free styling guide when they purchase a certain product or bundle.
- Exclusive early access to limited edition products or designs.
All of these ONLY available on the website on launch day
Advertise this offer in all your email communications and on social media to build urgency.
Step 5: Use a Countdown Timer
Starting in Week 3, launch a countdown timer on your website and social media to let your audience know exactly how many days until the big reveal.
You can say things like:
- “Only 10 days left to grab exclusive offers!”
- “The countdown is on, get ready for a fresh take on home office decor.”
This is the time to show up daily with updates.
Keep it consistent and engaging, maybe showcase a product or feature each day leading up to launch.
Step 6: Behind-the-Scenes and User Engagement
Share Behind-the-Scenes (BTS) content to make your audience feel like insiders.
Share clips of:
- Product photoshoots in progress.
- How you’ve sourced your materials or designed your decor pieces.
- Sneak peeks of product packaging or your website’s layout.
Encourage interaction by asking your followers to vote on colors, designs, or other elements.
This helps them feel involved and invested in your launch.
Step 7: Build Curiosity by Withholding Key Information
Tease the big reveal by holding back certain details.
For example, don’t show everything about your website, logo, or full product lineup right away.
Build the mystery and share something new each day, this keeps your audience coming back for more.
For example:
- Day 1: Sneak peek of your homepage with the tagline.
- Day 2: Close-up of one new product.
- Day 3: Hint about exclusive launch offers but not the full details.
The goal is to reveal just enough to make your audience feel the excitement but hold off on the final product until launch day.
Step 8: Launch Day: Reveal and Special Offer
On launch day, make sure to create a sense of urgency and excitement.
Send out emails to your list announcing the site is live, and offer a limited-time deal to the first customers.
Be sure to:
- Thank your followers for their patience and excitement.
- Remind them of your special offer (e.g., 20% off or free shipping).
- Include a direct link to the product page or shop now.
By following these steps and using the pre-launch strategies I’ve shared, you’ll be setting yourself up for a launch that’s exciting, impactful, and most importantly—successful!
