Specifying, designing and building a website is a considerable investment and it is easy to fall at the last hurdle. The temptation is to sit back after beta adjustments, document handover and training, however, it is just at this moment that it is important to ask the question "You’re live! Now what?" Once a website is ready to launch, it is vital to communicate with key stakeholders informing them of the launch of the new website and the reason for its creation:

• Employees
• Press
• Shareholders
• Customers
• Potential customers
  

By creating a communications plan that specifically targets these groups we can ensure that the site receives the attention it deserves. Story recommends an internal communications campaign to foster internal buy-in and ownership, the creation of an online press pack for journalists and investors, and multiple campaigns targeting customers including PR, email marketing, and search marketing.

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