A well-planned website launch can help you avoid a host of problems -- from tracking issues to poor user experiences. To avoid these pitfalls, it's essential to ask yourself the right questions before you go live. In this blog post, we'll delve into the key considerations that will set your website up for success and avoid any gaps in performance.
1. Are URL structures changing?
If so, remember to update your ad campaigns to reflect the new URLs. This includes ad extensions, sitelinks, and any other elements that reference the old website structure. Additionally, make sure old URLs are redirected to their new counterparts using 301 redirects to preserve SEO and prevent broken links.
2. Were changes made to the internal site navigations?
Maintain a clear structure so that your site remains clear and easy to use. Update internal links to point to new or updated pages. This helps search engines understand the site’s relationship between pages.
3. Is the site copy changing?
Be sure to update the ad copy to match new website content and messaging. Focus on H1/H2 metadata. This should align most closely with your ad headlines and descriptions. This will help your ad relevancy and quality scores.
4. Are you using GA4 to track user behavior and measure performance?
Make sure that the GA4 tracking code is correctly placed on all relevant pages of the new website. Review events and event parameters -- and consider creating new views to track specific aspects of the new website's performance.
5. Are you adding or changing any of the conversion actions?
All new and existing conversion actions should be tested to confirm there is no loss in tracking. Many companies have paid marketing efforts optimizing toward conversions. If conversation tracking is lost, your media channels won't be able to see which users took your desired action. This will negatively impact your campaigns’ performance.
6. Where are you driving traffic?
With an updated site it is recommended to perform A/B testing to identify which new pages have the strongest conversion rate. Pages that performed well previously may not be as strong in the new iteration of a site.
7. Is your new site mobile friendly?
Use a responsive design approach to ensure your website adapts to different screen sizes and devices. Ensure that your website is fully mobile-friendly, as Google prioritizes mobile-first indexing with over 58% of searches occurring on mobile.
8. Is the structure of your site changing?
Review campaign structure to align with new site. This does not need to be top priority; however, a site change is a good time to evaluate campaign structure and logic.
Launching a new website is an exciting endeavor, but it's crucial to approach it strategically. By considering these eight questions, you can ensure a successful launch that drives traffic and achieves your business goals.
