How to Promote Your Business Before Your Website Launches

Online sales are projected to reach 4.8 trillion dollars annually by 2021.
A coming soon page allows you to build a subscriber base prelaunch.
Guest posting can help build social proof and spread brand awareness. 
80% of people with internet have at least one social media account, making social media an excellent tool for engaging and growing your following.

E-commerce websites and SaaS businesses have grown in popularity over the last decade. As we start the year 2020, it’s clear that most companies operate online in some capacity. Even stranger, companies like Amazon are opening physical locations to meet the needs of customers in big cities.  

Online sales are projected to reach 4.8 trillion dollars annually by 2021, so there’s no better time than now to start your first website. The problem most entrepreneurs face when starting their company website is growing and maintaining a customer base and list of prospects. We are going to show you how to promote your business before your official website goes live. 

Let’s dive in! 

Research your target audience

After you’ve developed your product and created an outline of your website, it’s time to research your target audience. The more you know about the people interested in your website, the easier time you’ll have growing your lead list and generating sales on your first day. 

The reason you’ll struggle less is simple: It’s easy to create content for people if you understand what they like and need when they are shopping for a new product. There are several ways you can learn more about your target audience before your launch.

First, you need to think carefully about the benefits your business offers. For example, if you operate a website that sells gardening supplies, your interest is helping people grow beautiful, lush gardens. You can take this broad subject and break it into smaller, more manageable topics for blog content. 

Additionally, you’ll have to consider the demographics of your target audience. Age, education, goals, occupation and values all play a role in how people perceive your business. Create a customer persona page, which is essentially a fictional profile you’ll create that represent your customers. You should make several persona sheets, depending on your product selection. 

Once you understand your audience and how your products will improve their life, it’s time to look at the second step, creating a coming soon page. 

Create a coming soon page

A coming soon page is a placeholder that business owners and marketers put in place of a home page. If you bought (not a real website yet!) and didn’t have a functioning website, you could put a coming soon page in place of the official website. If someone looks up your site, they would see the prelaunch page instead of the DNS error.  

Most coming soon pages feature one page, and there are several pieces of information designed to promote the business to consumers. The most common components include: 

A brief overview explaining who you are and what your company hopes to accomplish
A countdown timer that will “unlock” the live website
The option to follow you on social media via clickable links 
An email opt-in form for people who want to stay up to date on the latest news from your site

Every piece of your coming soon page plays a role in promoting your business. The overview sells the idea to consumers. If the people on your site resonate with your message, they will tell their friends and come back on launch day. 

The countdown timer helps build anticipation and can cause your brand to go viral through Twitter hashtags as your website gets close to going live. 

Social media links let users follow you on Facebook, Twitter, Instagram and any other account you’ve created for your brand. This feature is an excellent opportunity to grow your social media following prelaunch, which means there will be people there to see your posts and respond to your offers when you’re open for business. 

Finally, the opt-in helps you grow your email marketing campaign. There are countless benefits to a diverse and active email list, including more engagement, sales, and click-throughs. You’ll also have an easier time sending out your newsletter and exclusive offers when you know there’s an audience anticipating your email. 

Look for guest posting opportunities

Guest posting is a great way to build social proof, spread brand awareness and  build backlinks to your coming soon page, which can improve your SEO ranking prelaunch. Essentially, guest posting is when you look for other businesses or publications in your niche and offer to write content in exchange for a link back to your website. 

All publications have different rules about the type of content they published, how they want their article formatted, when the article will get published and much more. It’s up to you to sort that information out, but we are going to talk about how picking a publication can affect the way you promote your business. 

When you want to pitch to a publication, make sure that you both have a similar target audience. The best way to tell is by looking at content individually, as well as the subheadings within the blog. For instance, you could write a piece on your real estate business if you pitch to a blog that broadly discusses business and finance news.

Write content designed to appeal to their audience, and when they are finished reading your post, they might click through and land on your coming soon page. Before you know it, you could start generating an active email lead list based on your guest posts. The key is to make sure that the people reading articles on the publication will relate to your product or service. 

Use social media to promote your brand

Social media is a fantastic tool for business owners, regardless of their stage in the launch cycle. First, 80% of all internet users have at least one social media account. In other words, there’s an impossibly good chance that your perfect customers are hanging out on social media right now. Currently, the most popular social media platform of choice is Facebook, with over 2.45 billion active monthly users. Instagram is in second place, with over 1 billion monthly users. Twitter gets a respectable 126 million users on its platform daily. 

There are various ways you can leverage these platforms for promotion before your business launches. One of the first things you should do is establish your brand and get verified on major platforms. This move will build social proof, which helps build trust with new users. 

Next, you need to pick your brand identity. Do you want to be fun but thoughtful? If so, your posts will consist of think pieces and memes. Is your goal to educate and inspire? Your posts will look drastically different with more statistic-based articles and inspirational quotes. Think about the customer personas you developed when deciding on your brand voice. 

Now you can use engagement points, such as new pieces of content (guest posts!), or share pieces of content to followers that will appear when the site goes live. Respond to the people who tag or mention you. Make sure you’re posting every day, even if you have to schedule posts in advance. Consistent, reliable brands are more likely to build a dedicated following, which translates to more sales and conversions on launch day. 


There’s a ton of work that goes into developing a business website from the ground up. I wanted to show you what it takes to build your brand before your website launches. In our rapidly evolving environment, consumers want to know when businesses are planning to launch and whether or not they are going to offer something that they want or need. 

Take the time to learn about your ideal customers before you start planning email marketing campaigns, writing copy for your coming soon page or promoting on Facebook.

The best way to resonate with the people who will benefit the most from your business is by understanding their pain points. Let them know that you have a solution in a way that is both relatable and helpful, and you’ll have no problem generating leads for your new business.

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Written by WHS

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