Chapter 05
Website & SEO Optimization
3-1 weeks before launch
Your website is where most buyers will form their first impression. Make it count.
Deliverables
5.1 Landing Page Development
What you're creating: A conversion-optimized landing page for your launch.
How to execute
Write landing page copy
Structure:
Hero Section:
Social Proof:
Problem Section:
Solution Section:
Features/Benefits:
Social Proof (Deeper):
Pricing (if applicable):
Final CTA:
Design page
Work with design team on:
Develop & test
Set up analytics
5.2 Product Pages Update
What you're creating: Updated product pages that reflect new features.
How to execute
Use the screenshots and demo videos created in Chapter 3 — don't recreate them here.
Step 1: Audit current product pages
Step 2: Update existing pages
For each product page:
Step 3: Create new feature pages (if needed)
For major features:
Step 4: Update navigation
5.3 SEO & Meta Optimization
What you're creating: Optimized metadata to drive organic discovery.
How to execute
Keyword research
Write meta titles
Format: [Primary Keyword] / [Benefit] / [Brand]
Example: "Capacity Planning Software / Prevent Downtime / AutoScale"
Write meta descriptions
Example: "AutoScale predicts resource needs 48 hours in advance, preventing downtime before it happens. Trusted by 500+ DevOps teams. Try free."
Optimize headers
Build internal links
Implement schema markup
5.4 Blog Content
What you're creating: SEO-optimized blog posts that drive awareness and traffic around the launch.
How to execute
Plan blog post topics
Post 1: Problem-focused (Publish 2 weeks before launch)
Post 2: Solution-focused (Publish 1 week before launch)
Post 3: How-to guide (Publish on launch day or 3 days after)
Write posts
Structure for each:
Length: 1,000-1,500 words
Include: Screenshots, examples, customer quotes
Optimize for SEO
Promotion across social, email, and communities is covered in Chapters 6 and 7.
