On this page
- 01Key takeaways
- 02What should a new website announcement say?
- 03Who should you tell?
- 04Can you email your customers about it?
- 05Should you run a launch offer?
- 06How do you use this moment to learn?
- 07When should you not announce at all?
- 08What does this look like in practice?
- 09New website announcement checklist
- 10Next step
- 11Sources and further reading
- 12Frequently asked questions
Key takeaways
A new website announcement should tell people what is now easier or more useful for them, not simply that you have a new site. Email existing customers within the rules, post on LinkedIn and your Google Business Profile, update your email signature and brief your team. Nobody cares about your redesign; they care about what they can now do.
- Lead with what is useful for the customer.
- Email customers only within PECR rules.
- Update signatures, profiles and printed links.
- Wait until the live checks have passed.
Want help announcing your new site? Message us on WhatsApp.
Chat on WhatsApp →What should a new website announcement say?
It should say what is different for the reader: book online, see prices, track an order or find answers. 'We've got a new website!' is about you. 'You can now book online in two minutes' is about them. Keep the message short, include a single link and make that link go to the most useful page.
- Weak: 'We are excited to announce our new website.'
- Strong: 'You can now see prices and book online.'
- Weak: 'Check out our new look.'
- Strong: 'Find your service history in one place.'
Who should you tell?
Tell your team first, then existing customers, suppliers, partners and referrers. Referrers matter most, as they send people your way and should have your latest link. Update your email signature, social profiles and Google Business Profile. Check that printed materials and vans still lead somewhere sensible.
Can you email your customers about it?
You can email people who have consented, or existing customers under the soft opt-in if they bought similar products and could opt out. PECR applies to marketing emails to individuals, and many sole traders count as individuals. Always offer an easy way out, and check your list before you send.
Should you run a launch offer?
Only if you have a commercial reason. A launch offer can give people a reason to visit, but it should not train buyers to expect discounts. A useful new feature, a free guide or an invitation to give feedback often does the job without reducing your prices.
How do you use this moment to learn?
Ask a few trusted customers to try the page and tell you what confused them. Add a simple question to your email. You will get the most useful feedback in the first week, while the change is still fresh in your mind and theirs.
When should you not announce at all?
Do not announce if the change is small, or if it does not help your customers. A refreshed page does not need a press release. If nobody outside the company would notice, skip the email, and put that effort into something that brings in new enquiries.
What does this look like in practice?
A pattern we see: an announcement email goes out saying the firm is thrilled to unveil its new online presence, with a link to the homepage. Rewriting the same message around one thing the reader can now do usually gets a better response, and it takes no extra budget.
New website announcement checklist
- Name one benefit for the reader.
- Brief your team first.
- Update your email signature.
- Update your Google Business Profile.
- Tell referrers and partners.
- Check PECR before emailing.
- Ask for feedback.
Next step
Write one line completing this sentence: 'You can now...'. If you cannot finish it, the site may not need an announcement.
Message us on WhatsApp for help with your launch message, with no pitch.
Chat on WhatsApp →Sources and further reading
- Electronic and telephone marketing under PECR · Information Commissioner's Office
- Direct marketing and privacy and electronic communications · Information Commissioner's Office
- Google Business Profile Help · Google
Frequently asked questions
How do I announce a new website to customers?
Tell them what they can now do that they could not before, with one link to the most useful page. Email those you have permission to contact, post on your social channels and update your Google Business Profile.
What should I say in a new website launch email?
Keep it short. Open with the most useful change, explain it in a sentence, add one link and offer a way to give feedback. Include an unsubscribe option. Avoid long descriptions of the design process.
Do I need permission to email customers about my new website?
If the email promotes your business, PECR's marketing rules usually apply to individual subscribers. You need consent or the soft opt-in for existing customers. A purely service-related message is different, so check the ICO's guidance.
Written by
Global Bridge Labs (GBL) is a UK–Sri Lanka partner for social media, websites and BPO. Everything here comes from client delivery, not theory.
