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We’ve all heard the saying, “Build it and they will come.” I don’t want to shatter your dreams, but this doesn’t apply to websites or blogs.
You can build a beautifully designed site, add useful content, and wait around for months or years for readers and customers. You have to work to build a readership and customer base. It won’t happen just because you put together an online home for your biz.
That’s the bad news. But, don’t get discouraged—I’ve got some good news for you. If you’re willing to put in the work, you’ll definitely be rewarded.
Whenever you launch a new website or blog, you’re starting from zero. It can seem discouraging, especially when you compare yours to established blogs and websites. I’m going to tell you how to jump from zero readers to hundreds within two to three months, but this will only work if you do the work. I know this works, because it’s how I gained close to 1,000 readers within the first three months of launching Blacksburg Belle.
You’ve got to start with a site that you’re proud of and looks professional.
You can’t be surprised by a lack of interest in your new site if it’s unprofessional. Some things that make a website look unprofessional include: a banner/header that’s squished or incredibly large, too many fonts, too many colors, a cluttered sidebar, links that don’t work, lack of cohesion, poor design, and lackluster photos.
Before you think about launching your site, get feedback from other creative entrepreneurs that you trust. Ask them to give you some constructive criticism. Or, if at all possible, work with a web designer who will ensure that your site rocks. {I recommend Zoe Rooney!}
You also need to make sure that you have something worth showing on your site. For instance, if you have an amazing ecommerce site, but you’ve only added a couple products, you’ll want to wait until you fully stock your shop before you launch. If you worked with a designer to build a lovely blog but you don’t have any content on it, you want to add at least two weeks worth of blog posts so that people have something to read or watch when they get to your site.
You’ll want to have an about page that shows off your personality and brand, because that will probably be the most viewed page during your launch. People will want to know who you are and why they should care. If your about page completely bores them, you’re likely to lose them. Make sure you have a nice, professional photo of yourself on this page.
Plan a launch. Yes, you need a plan!
If you don’t make a plan and schedule things, your launch will probably have a really hard time taking off. First, decide what date you’re going to “launch” your new site. This is the date that you’re going to make your site public and start promoting it.
Give yourself time before the launch to prepare. I’d say that you’ll want at least two weeks to make preparations. If you want to land guest posts and interviews on other blogs, you’ll need time to contact those writers and editors, hear back from them, and then put together content for them. If you’re pitching blogs with large audiences, you’ll need even more time.
Leverage other people’s audiences.
This is a must. I know some people get shy and scared off when I tell them that they need to pitch guest posts, interviews, and features to other bloggers, but it’s the best way to get new traffic to your site in a short amount of time. And, if you have a site that you’re proud of and a way to help another person’s audience by sharing your expertise, you shouldn’t let your fear hold you back.
Pick at least five blogs that have a similar target market or readership and send email pitches to those bloggers. For instance, if you sell modern handmade throw pillows, you would pitch features, guest posts, and interviews to design, modern, and creative blogs. You could pitch an interview to a blogger who features a new creative entrepreneur each week. You could pitch a guest post on designing a modern living room space on a budget to a design blogger. You could pitch a feature of your pillows on a blog that focuses on handmade products.
With almost all features and guest posts, you get to include a little bio paragraph. Make sure you announce the launch of your new website in that bio paragraph and invite readers to come check it out. If you’re doing an interview, make sure to include information about your new site.
Keep your pitches short, and include a link to your new site. Let the blogger know that you’re launching your new site, that you’d love to let her readers know about it through a guest post or interview, and why you think your site is a good fit for her readers. Make it easy for the blogger to say yes.
Connect with other bloggers in and out of your niche.
Right after I launched my blog, I led a blog series that helped me to connect with a lot of established bloggers in the handmade community. The blog series also connected a bunch of our readers. We all benefited from being a part of the series.
You can also connect with other bloggers through social media, commenting on their blogs, and interviewing them for your blog. Reach out and focus on building relationships. If you do, your readership and customer base will grow.
Capture new readers with an email newsletter.
When you launch a new site and work really hard to get new eyes on it through guest posting and interviewing, the biggest mistake you can make is letting those new readers leave without making a lasting connection.
The best way to stay in contact with your readers is via an email newsletter. Many people still don’t know what RSS feeds are and many people will forget about your blog or site. We’re all busy, and we just forget about things. But, they won’t forget if you keep in contact with them via email. Almost everyone checks their email regularly.
Before you launch, make sure that you have a prominent email opt-in on your site. If you’re launching a blog, put that opt-in box in the upper right corner of your sidebar. Give your readers a reason to opt-in for your emails, and you’ll have a lot more people who opt-in.
In the end, my message is this: don’t wait around for readers and customers to find you after you’ve launched your site. Get out there and promote it.
***Thanks to Suzi Buchan for giving me this topic idea.