New-product launch website checklist

Adding a new product or service to your website is exciting — and easy to rush. A quick checklist saves you from launching with a broken payment link, an unoptimized image that loads slowly, or a page that's live but not yet announced. This guide covers everything from building the page to monitoring results after launch.

How to use this checklist

Work through the stages in order. Some tasks can be delegated.

Each stage has its own section below. The checklist items use checkboxes so you can print this page or copy the list into a ClickUp task.

Stage 1: Build (4 weeks before launch)

This is the foundation stage. Nothing else works if the page itself is not solid.

Page content

• The product or service has a dedicated page — not just a mention on your homepage
• The page has a clear, descriptive title (not just "New product" — use the actual name)
• The main description explains what the product does and who it is for, in plain language
• Features or benefits are listed clearly — bullet points work well here
• Pricing is stated clearly, including any variables (size, tier, add-ons)
• There is a clear call to action: a "Buy now" button, an "Enquire" form, or a "Book a call" link
• Any applicable shipping information, download instructions, or service delivery details are included
• Any applicable return or refund policy is linked or stated

Images & media

• At least one high-quality image represents the product or service accurately
• All images have been compressed for the web — large image files slow your page down. See How to compress images
• All images have descriptive alt text — this helps screen readers and search engines. See Alt text explained
• If there is a product video, it is properly embedded (not uploaded directly to WordPress unless it is very short)
• No placeholder images remain on the page

SEO basics

• The page has a unique, descriptive title tag. Google often uses it as the headline in its results
• The page has a meta description. Google sometimes shows it as the short summary under the headline in its results
• The page URL is clean and descriptive (e.g. /products/handmade-soy-candle not /page?id=2847)
• The page is not set to "noindex" (which would hide it from search engines) — check with us if you are unsure

Stage 2: Test (1–2 weeks before launch)

Before anything goes public, test everything thoroughly.

Copy review

• Spelling and grammar have been proofread — read it out loud if possible
• All prices are accurate and match any other place prices are listed (invoicing system, brochures, etc.)
• No placeholder text remains (search the page for "Lorem ipsum," "TBD," or "DRAFT")
• The page reads well on a phone — have someone scroll through on their mobile device

Links & integrations

• Every button on the page goes to the right place
• If there is a "Buy now" or payment button: test the full purchase flow in test mode. Add to cart → checkout → payment → confirmation email
• If there is a form (enquiry, booking, waitlist): submit a test entry and confirm the notification arrives in your inbox
• If you use a CRM or email marketing tool (Mailchimp, Klaviyo, etc.): confirm that test submissions appear in the right list or trigger the right automation
• Check that any discount codes or promotional pricing are configured correctly

Performance & design

• The page loads in a reasonable time — you can test this at PageSpeed Insights, Google's own page-speed tool
• The page looks correct on desktop
• The page looks correct on mobile — do a real check on an actual phone, not just a resized browser window
• No images are broken, blurry, or pixelated

Stage 3: Launch day

Keep it simple. Have your content ready before the day so you are just pressing buttons, not writing under pressure.

Publish the page

• The page is published and publicly accessible (not in draft mode or behind a password)
• Confirm the URL works — visit it in a private/incognito browser window to see what a logged-out visitor sees
• In Google Search Console, use the URL Inspection tool to request indexing of the new URL. This asks Google to crawl it, but doesn't guarantee when, or whether, it appears in results. See What is Google Search Console?
• If relevant: link to the new product page from related existing pages on your site (cross-linking helps both visitors and search engines)

Announce it

• Send your email announcement — your email marketing list if you have one, or a direct email to key clients
• Post to social media (Instagram, LinkedIn, Facebook — wherever your audience is)
• Update your homepage if the new product warrants a featured spot
• Consider adding the product to your site's navigation if it is a core offering

Stage 4: Post-launch (first 2 weeks after launch)

A launch is not the end of the work — it is the beginning of learning.

Monitor

• Check Google Analytics (or your analytics tool) for traffic to the new page — is it receiving visitors?
• Log in to your payment processor and confirm that real transactions are appearing correctly
• Check your contact inbox or CRM for any enquiries that have come in via the new page
• Review any bounce rate or engagement data on the new page — are visitors reading it and clicking, or leaving immediately?

Fix & improve

• Note any questions customers ask in early enquiries — these often signal gaps in your page copy
• If the page is not converting as expected, consider: Is the price clearly stated? Is the call to action prominent? Is the value proposition clear above the fold (visible without scrolling)?
• Update copy based on real feedback — launching is not the same as finishing

Common questions

Do I need to write the product copy myself?

You know your product better than anyone, so starting with your own notes is always the best approach. We can then review, edit, and polish your copy as part of the launch work. The brief 'what it is, who it is for, and why it matters' is where to start — we will help with the rest.

How long does it take to get a new product page indexed by Google?

Google says crawling can take anywhere from a few days to a few weeks, and requesting indexing in Search Console doesn't guarantee the page will appear in results. Linking to the new page from your existing pages helps, because one of the ways Google discovers new pages is by following links from pages it already knows about. For a new product that is time-sensitive, do not rely on organic search traffic on day one — lead with your email list and social media.

What if I'm selling a digital product and need a download link?

Digital product delivery depends on your platform. WooCommerce supports downloadable products out of the box, and Shopify offers its own free Digital Products app. If your platform doesn't cover it, there are plugins and integrations that handle secure delivery of digital files. Ask us before you launch — you want this tested before any real customers purchase.

I launched but nothing happened. What should I check first?

First, confirm the page is actually publicly accessible — visit it in an incognito browser window while logged out. Then check that your announcement actually sent (check email deliverability reports if you used a mail tool). Then look at your analytics to see if any traffic reached the page at all. If traffic arrived but nobody converted, the page itself likely needs work — share it with us and we can review it with you.

Should I archive old product pages when I launch something new?

It depends. If the old product is discontinued, redirect the old URL to the new one or to your products page — do not simply delete the page, as that creates broken links. If the old product is still available, you can leave both pages live. Ask us before deleting any pages that might have existing links pointing to them.

Related guides

• Pre-launch checklist for a big update
• Seasonal website checks
• How to compress images
• Alt text explained
• How online payments work
• Website analytics, explained
• Testing your contact & order forms
• Payments aren't working on my store