How to successfully soft launch a website

Launching a new website can feel a bit like planning a wedding: everyone wants a date, everyone has opinions, and there are lots of moving parts to bring together.

We get asked all the time what the “best” approach is to launching a site - both in terms of timelines and strategy. So here’s our take, based on what we’ve seen work.

The big launch date trap

A really common mistake we see is clients committing to a public launch date super early on. And not just any date - usually one that lines up with something else big, like:

• a conference
• a fundraising campaign
• a shiny new brand moment

Totally understandable. It makes sense to want everything to land together.

But here’s the catch: once a date is announced externally, it becomes a hard deadline with no wiggle room. Even if the site is almost ready, that last 10% (content tweaks, accessibility checks, cross-browser testing, bug fixing) is where the quality lives.

So instead of building excitement, the fixed date often creates:

• rushed reviews
• shortened testing windows
• stress for everyone involved

Deadlines are useful - but internal deadlines are your friend here.

Why we recommend a soft launch

Our favourite approach is a soft launch.

This means the website goes live quietly first, without any big “ta-da!” announcement. You allow a short window for organic traffic to roll in and interact with the site.

Why this works so well:

• Real humans test it for you.
  No matter how thorough your testing is, organic users will generally find the edge cases.
• Small issues stay small.
  If there’s a quirky layout bug on a specific device, you can fix it before lots of people hit the site at once.
• It gives everyone breathing room.
  The site is live, the pressure drops, and improvements can be made calmly rather than in panic mode.
• Your eventual “proper launch” lands better.
  You’re not announcing something that might still need a patch the next day.

What the “official” launch usually looks like:

Once the soft launch window is done and everyone’s happy, you switch into public mode.

Typical launch comms channels include:

• an email announcement
• social posts (LinkedIn, Instagram, Facebook, etc.)
• a press release, if relevant
• internal comms for teams and stakeholders

Quick checklist: do’s and don’ts

Here’s a handy list you can use for your next project:

✅ Do’s

• Work towards fixed dates internally, but don’t broadcast them externally.
  Have milestones, absolutely. Just keep them inside the project until you’re confident.
• Bring people along for the ride.
  Internal comms matter. If staff, stakeholders, or partners are going to talk about the site, make sure they know what’s coming and why.
• If you’ve got an event coming up, consider a walkthrough video.
  This is a great way to show the site off without relying on live clicks or risky “please work on the venue WiFi” moments.
• Pick a soft-launch window where everyone has capacity.
  You want the client team and the web team available at the same time. If something pops up, you can jump on it quickly.

❌ Don'ts

• Don’t announce the launch before you’ve done a quiet live run.
  Hype is great, but only once you’re confident the site’s settled.
• Don’t soft launch right before holidays or busy periods.
  If something needs attention, you want the right people available.
• Don’t treat the soft launch as “done, move on.”
  It’s an intentional bedding-in phase - keep an eye on feedback and analytics.
• Don’t leave the soft launch open-ended.
  Give it a defined window so you can gather insights, tidy up, then properly launch.

A website launch doesn’t have to be a single high-pressure moment. In fact, it shouldn’t be. A soft launch gives you a calmer runway, better quality control, and a much smoother experience for everyone involved - especially your users.