Description
Define Your Value. Build Trust. Prepare to Scale.
Goal: Build credibility, establish trust, and nurture warm leads. Develop proven website sales funnels for high impact.
The Launch Campaign is about defining your brand’s value in the eyes of your audience. While the Ignite Campaign focuses on visibility and recognition, the Launch Campaign shifts to building trust, showcasing credibility, and guiding warm leads toward conversion. It ensures your offer, message, and user experience turn interest into action. Refine your offer and positioning, develop a conversion ready website, and construct an optimized customer journey using content strategy, user experience (UX) design, and trust building signals. Create a digital presence that not only looks credible but converts with confidence. The Launch Campaign is your critical conversion foundation, ensuring every click and interaction prepares your audience for the next step in your sales process.
Weeks 13–14: Offer Strategy and Journey Mapping
Objective: Refine your offer structure and design a seamless path to conversion.
- Strengthen your product or service offer by finalising deliverables, pricing structure, personalisation options, value guarantees, and service tiers.
- Clarify your unique selling proposition by defining what sets your offer apart, and express those differentiators in clear, compelling language your customer understands and values.
- Map the full customer journey from initial brand awareness to the moment of purchase. Include every touchpoint: advertising, website, email sequences, call to actions, and checkout process.
- Define your complete sales funnel framework, including lead capture tools, email nurture sequences tailored to audience segments, and the final conversion logic guiding prospects to take action.
- Begin building an editorial content calendar that aligns content with buyer stages: awareness, consideration, and decision.
- Refine and unify conversion oriented messaging across the funnel. Ensure consistency in tone, language, and visual hierarchy across all digital assets.
Weeks 15–16: User Experience Design and Wireframes
Objective: Plan and visualise a high converting website with a seamless and intuitive user experience.
- Design detailed wireframes for 5-10 core website pages, including Home, About, Services or Products, Case Studies, Frequently Asked Questions (FAQs), Blog, and Contact. Each wireframe should prioritise clarity, hierarchy, and conversion intent.
- Develop a comprehensive user experience (UX) strategy that defines the optimal path to conversion. Include the hierarchy and placement of CTAs, anticipated user flow between sections and pages, and the placement of key trust building content blocks.
- Create user interface (UI) mockups using brand consistent fonts, colour systems, iconography, and photography. Align visuals with the defined visual identity and accessibility standards.
- Incorporate all trust and credibility elements throughout the design. This includes partner or client logos, industry certifications, security badges, reviews, and offer guarantees.
- Complete a final review of the wireframes, UX layout, and messaging strategy to ensure alignment before moving into development. Validate that all user paths and engagement points are fully supported by the design and content structure.
Weeks 17–18: Website Development Phase I
Objective: Initiate development of a fully custom content management system (CMS) website.
- Install and configure a secure, scalable content management system (CMS) such as WordPress or Shopify.
- Implement a clean, responsive design that adapts seamlessly across devices. Ensure full compliance with accessibility standards for readability, navigation, and contrast.
- Set up all global template elements, including homepage structure, site wide navigation, header and footer components, and standardised styling for buttons, headings, forms, and CTAs.
- Begin performance optimisation measures by integrating a content delivery network (CDN), enabling lazy loading for images and assets, and applying JavaScript and Cascading Style Sheets (CSS) minification to reduce load time.
- Develop foundational static pages, including the About, Contact, and FAQ sections, using approved wireframes and copy.
- Apply basic SEO techniques to internal pages, including optimised page titles, meta descriptions, readable URL structures, and internal linking.
Weeks 19–20: Website Development Phase II
Objective: Complete the full website build, trust content integration, and prepare for public launch.
- Develop all high conversion pages, including detailed Services or Products sections and Case Studies, using the approved wireframes and copy.
- Publish all social proof and credibility elements, including testimonials, client logos, professional memberships, certifications, and third party recognition.
- Set up a fully functional blog with dynamic categories and tagging, ensure compatibility with content strategy and SEO goals.
- Integrate booking functionality or a secure sales page with clear CTAs for acquiring services or products.
- Conduct full accessibility audits, cross browser compatibility checks, and responsive testing across mobile, tablet, and desktop breakpoints. Ensure compliance with Web Content Accessibility Guidelines (WCAG).
- Finalise and publish 4 cornerstone educational blog posts, optimised to establish domain authority and content for launch.
Weeks 21–22: Sales Funnel and Lead Nurture Integration
Objective: Implement the foundational systems for email nurturing, segmentation, and lead qualification.
- Write and automate a 3-5 part welcome email sequence tailored to new subscriber intent, introducing the brand, product or service offer, and core value proposition.
- Segment the email list using behavioural data, acquisition sources, demographic filters, and interest based tags to enable personalised engagement.
- Configure email marketing infrastructure (Klaviyo or Mailchimp) to include essential automated flows for warming leads, delivering content, and advancing sales readiness.
- Ensure that all opt-in forms across the website and landing pages are linked to the correct subscriber lists, segments, and automation sequences.
- Finalise the backend setup for scheduling systems, intake forms, and automations required for discovery calls, consultations, or onboarding workflows.
- Upload internal sales scripts and standard operating procedures (SOPs) to a centralised knowledge base to guide team or virtual assistant support in lead qualification and conversion.
Weeks 23–24: Testing, Optimisation, and Launch
Objective: Finalise all systems, validate performance, and officially go to market.
- Conduct A/B split testing on critical site elements, including homepage headlines, CTA buttons, lead magnet formats, images and hero visuals.
- Use behavioural analytics tools, heatmaps, session recordings, and form tracking to identify drop offs and usability issues.
- Complete end to end testing of the lead funnel from initial traffic source to opt-in, email nurture, and final conversion point.
- Finalise and distribute internal SOPs for lead qualification, onboarding, and ongoing communication protocols.
- Publicly launch the website, marketing system, and email campaign infrastructure. Confirm DNS, email deliverability, cross device compatibility, and consent settings.
- Schedule a strategic debrief to review early launch metrics and begin planning for the next campaign phase.
Key Deliverables by Week 24
- Fully Developed Website
A responsive, search optimised website is live with 5–10 professionally designed pages featuring clear CTAs, strong trust signals, and best practices in user experience. - Lead Funnel, Email Sequences, and Segmentation
A complete lead generation and sales funnel is operational, from opt-in to conversion focused email nurturing. A welcome sequence is live, personalised through behavioural segmentation. - Booking or Sales System Integrated
A calendar based scheduling system or secure checkout for digital or physical products is fully functional and integrated with customer relationship management (CRM) or intake tools. - Editorial Content and Publishing Workflow
A blog or news section is live with at least 4 cornerstone articles, supported by an internal system for consistent content publishing and editorial planning. - Credibility and Trust Assets Published
Key trust building elements including testimonials, case studies, certifications, and recognisable partner logos are displayed throughout the website. - Automated Onboarding and SOP Finalisation
Automated lead intake forms, appointment scheduling, onboarding workflows, and CRM integration are in place. SOPs for lead handling, client communication, content publishing, and conversion workflows are fully documented.