You’ve spent months preparing for this moment. Drafting and editing content, thinking about the best way to present your services or products, feedback rounds with the designer, tweaking every last detail. And finally, your website is live.
Now what?
Having your site published is only the beginning. If you also have a new domain name, it might take weeks (maybe months) before your site ranks well on search engines like Google. Online visibility doesn’t happen passively. There are a few things you can, and should, do to make sure people actually find you, especially right after you launch.
Leverage social media
Before anything else, make sure your website link appears everywhere you already have an account for: LinkedIn profile, Instagram bio and any other platform you’re on. It sounds obvious, but it can be easy to forget in the excitement of a launch.
The launch of your website is worth sharing with your network – but instead of making the post about the website itself, make it about your services and the problem you solve. That’s what’s actually interesting to your audience. Your website is just where they go to find out more.
If you’ve also had your branding created or revamped alongside your new website, consider spreading the communication around it: first, use your new visual identity to tease your business, and mention that a website is coming soon. Then announce the launch. This creates two touchpoints, and means people are more likely to see at least one of them. And if they see both (even better!) they’re more likely to remember you when they need your services.
Don’t underestimate one-to-one communication
Sharing your website link with one person at the right moment can create real opportunities. Add your website to your email signature. Every email you send becomes a quiet, passive invitation to visit your website and read about what you do. And if you use business cards, include your URL or a QR code. People often want to learn more about you before making contact, and giving them an easy way to do that removes a barrier and builds credibility.
Get your site listed and linked elsewhere
“Backlinks” – links to your site from other (trusted) websites – are one of the strongest signals search engines use to assess your site’s credibility. So, if you write a guest article, speak at a conference, or appear on a podcast, always ask for a link to your website alongside your name.
Directory listings are also worth considering. In Belgium, Malt is a common platform for freelancers. Even if you don’t aim to actively find clients there, being listed creates a credible backlink and puts you in front of people browsing the platform.
Start a blog
Publishing regular content serves two purposes:
(1) It shows your audience that you’re active and gives them a sense of your expertise and personality.
(2) Search engines love written content, it’s easy for bots to scan, index, and match to relevant searches. Done well, it helps your site rank higher over time.
I’ve written more about this in my very first blog post if you’re wondering whether a blog makes sense for you.
Create a Google Business Profile
A Google Business Profile helps your site appear in local search results and on Google Maps. And it’s free! For any local service provider, it’s a must. It’s also a great place to collect client reviews: send your clients a direct link and make it as easy as possible for them to leave one. Those reviews build credibility for anyone who finds you through Google. (Plus, you can then re-use these reviews on your website).
Submit your sitemap and track what’s working
Google Search Console and Bing Webmaster Tools let you submit your sitemap and request that your site be indexed. This helps speed up the process of appearing in search results. Both tools also show you what visitors are actually searching for when they find your site. It’s really valuable information for understanding whether you’re attracting the right people, and whether you need to make some changes in how you present yourself / your services.
Your website is a tool… not a destination
Being visible online takes time and it doesn’t happen on its own. A website sitting quietly on the internet, waiting to be discovered, might have to wait a long time. The businesses and organisations that get the most from their website treat it as an active part of their communication, something they refer to, share, and build on over time.
You don’t need to do everything on this list at once. Why not start with the quick-wins: update your online profiles, add your link to your email signature, share the news with your network. Then build from there, steadily and sustainably.