Start Strong, Before You Launch

Once your website project gets underway, it’s natural to start thinking about launch day. Whether you’re planning an event, navigating an organizational shift, or simply eager to share what’s ahead, it’s normal to feel like the finish line can’t come fast enough.

In those last, critical weeks of site development especially, we’ve seen equal parts excitement and anxiety among clients.

But building a thoughtful, effective website takes time—and that’s a good thing. The period between project kickoff and the day you go live offers a chance to connect with your community, build momentum, and share the “why” behind your new site. Instead of waiting passively, you can use this time intentionally to tell your story, invite your audience in, and lay the foundation for a more meaningful website launch.

Here’s a look at why—and how—your pre-launch period can be an active and valuable part of your multi-month site build.

Taking it slow is a good thing

When clients ask about accelerating timelines, we do our best to understand what’s driving the request. Sometimes, there’s a fixed deadline—like a grant announcement, a program launch, or the start of a new year. Often, it’s about keeping up momentum. Clients have launched a new brand, clarified organizational direction or mission, or received funding for a new initiative, and they’re ready to share it.

But rushing to launch can often mean missing out on what matters. It takes time to create a site that reflects your organization’s purpose, speaks to multiple audiences, and supports goals. Giving yourself room to breathe increases the likelihood that your site will hit those marks. It can also help you avoid missed opportunities, or the need to rework something that isn’t quite right.

Use the time to share the intention behind your site

The time and energy you’ve invested in this project shows how much you care—about your mission, your message, and the people you serve. Your new website will reflect that investment. While our team at Mangrove is heads-down in design and development, you don’t need to stay quiet with stakeholders. In fact, this can be one of the best times to connect with your community.

Sharing the story behind your upcoming site shows your audience that something meaningful is in the works. It invites them into the process and builds anticipation for what’s ahead. The result? A launch that will be more engaging and more aligned with the work you’re doing and the stakeholders for whom you work.

How to tell the story before you launch

Here are a few ways to start building excitement and engagement before your site goes live:

Write a “coming soon” article

Write about why you’re building a new site now. What’s changing? In our discovery sessions, we always ask clients about the decisions that were made driving a site investment of both time and money. What are you most excited for people to see? How will this new version better reflect your mission or serve your community? Even a short update can show that you’re prioritizing your audience’s experience and looking ahead with purpose.

Mention it in your newsletter

Let subscribers know that a new site is coming and, if possible, give them a small glimpse of what to expect. You might tease a new feature, glimpse of your new logo or color palette, or simply share why you’re excited. Framing it as something you’re doing for your audience reinforces the connection and helps people feel like they’re part of the design process.

Create a social media series

Short social posts can also go a long way. Consider sharing design previews, quotes from your team, or insights into why this new site matters to your organization. Get folks excited. As a bonus, if you’re introducing new features or navigation patterns, a heads-up via social media can help prepare users and generate curiosity.

Connect the dots

If your new website is part of a broader shift—like a rebrand, new service offerings, or a change in strategic direction—use this time to share that story, too. Blog posts, email updates, or social posts can help your audience see how the new site fits into the bigger picture and why the timing matters.

Bring your audience along with you

A website launch is a milestone, but the journey to get there is meaningful, too. When you invite your audience into that journey, you create opportunities to build connections before they take their first actions on a new page.

Small, authentic updates—shared with intention—can help your community feel connected to the organization and get folks interested in what’s coming. And when launch day arrives, they’ll already be paying attention.

If you’d like to learn more about how we support purpose-driven organizations through thoughtful digital strategy, accessible design, and future-focused development, please connect with us today.

Photo by Lara Jameson on Pexels