--- title: "Website & SEO Optimization" description: "3-1 weeks before launch" url: "https://www.clueso.io/cluebooks/planning-and-nailing-product-launches--website-seo-optimization" updated: "2026-09-11T08:57:51.239Z" --- # Website & SEO Optimization 3-1 weeks before launch Launch landing page (copy + design + dev) Updated product pages SEO & meta optimization Launch blog posts (2-3 posts) Who owns it: Content Marketing Supported by: Product Marketing, Design, Growth Marketing Tools needed: Figma, Webflow/WordPress, Ahrefs/SEMrush, Google Analytics, Clearscope --- ## 5.1 Landing Page Development What you're creating: A conversion-optimized landing page for your launch. Write landing page copy ### Structure: ### Hero Section: > **Note:** Headline: Outcome-focused, specific Bad: "Introducing our new feature" Good: "Prevent downtime before it happens" > **Note:** Subhead: How you deliver the outcome - "AutoScale predicts capacity needs 48 hours in advance, so you're never caught off guard" > **Note:** CTA: Clear, low-friction - "Start free trial" or "Watch demo" or "Get started" > **Note:** Hero image/video: Show the product ### Social Proof: > **Note:** Customer logos: "Join [X] teams who rely on [Product]" > **Note:** Quick stat: "[X]% reduction in downtime" ### Problem Section: > **Note:** Call out the pain > **Note:** Use customer language > **Note:** Make it visceral > **Note:** 2-3 specific pain points ### Solution Section: > **Note:** How it works (3-4 steps) > **Note:** Use visuals, not just text > **Note:** Make it scannable ### Features/Benefits: > **Note:** 3-5 key capabilities, each with icon, title, benefit-focused description > **Note:** Include screenshot or demo ### Social Proof (Deeper): > **Note:** Customer testimonials (2-3) > **Note:** Case study summary > **Note:** Video testimonial if available ### Pricing (if applicable): > **Note:** Clear, simple > **Note:** Include CTA for each tier ### Final CTA: > **Note:** Repeat primary CTA > **Note:** Address final objection with "No credit card required" or "Free trial" or "Book demo" Design page Work with design team on: > **Note:** Clean, modern aesthetic > **Note:** Consistent with brand > **Note:** Mobile-responsive > **Note:** Fast loading > **Note:** Accessibility compliant Develop & test > **Note:** Build in staging environment > **Note:** Test on all browsers/devices > **Note:** Check all links > **Note:** Test form submissions > **Note:** Run speed test (target is <3 sec load time) Set up analytics > **Note:** Track: Page views Scroll depth CTA clicks Form submissions Exit rate Traffic sources --- ## 5.2 Product Pages Update What you're creating: Updated product pages that reflect new features. Use the screenshots and demo videos created in Chapter 3 — don't recreate them here. ### Step 1: Audit current product pages > **Note:** What needs updating? > **Note:** Where do new features fit? > **Note:** What pages need to be created? ### Step 2: Update existing pages For each product page: > **Note:** Add new features to relevant sections > **Note:** Update screenshots to show latest UI > **Note:** Refresh benefit statements > **Note:** Add new customer quotes > **Note:** Embed updated demo videos ### Step 3: Create new feature pages (if needed) For major features: > **Note:** Dedicated landing page > **Note:** Full feature description > **Note:** Use cases > **Note:** Customer examples > **Note:** Getting started guide > **Note:** CTA to trial/demo ### Step 4: Update navigation > **Note:** Add new features to menu > **Note:** Update product tour > **Note:** Create internal links between related features --- ## 5.3 SEO & Meta Optimization What you're creating: Optimized metadata to drive organic discovery. Keyword research > **Note:** What are buyers searching for? > **Note:** Use Ahrefs, SEMrush, or Google Keyword Planner > **Note:** Target keywords: [Problem] + [Solution category] > **Note:** Example: "prevent server downtime," "capacity planning tool" Write meta titles ### Format: [Primary Keyword] / [Benefit] / [Brand] > **Note:** Max 60 characters > **Note:** Include primary keyword > **Note:** Compelling, not stuffed **Example:** "Capacity Planning Software / Prevent Downtime / AutoScale" Write meta descriptions > **Note:** Max 155 characters > **Note:** Include secondary keyword > **Note:** Include CTA > **Note:** Highlight unique value **Example:** "AutoScale predicts resource needs 48 hours in advance, preventing downtime before it happens. Trusted by 500+ DevOps teams. Try free." Optimize headers > **Note:** H1: Include primary keyword, one per page > **Note:** H2s: Structure content, include related keywords > **Note:** H3s: Support H2s with specifics Build internal links > **Note:** Link from homepage to new landing page > **Note:** Link from related feature pages > **Note:** Link from blog posts (see 5.4) > **Note:** Use descriptive anchor text Implement schema markup > **Note:** Add structured data: Product schema Organization schema Review schema (if you have reviews) --- ## 5.4 Blog Content What you're creating: SEO-optimized blog posts that drive awareness and traffic around the launch. Plan blog post topics ### Post 1: Problem-focused (Publish 2 weeks before launch) > **Note:** Title: "The Hidden Cost of [Problem]" > **Note:** Goal: SEO + awareness > **Note:** CTA: "See how [Product] solves this" ### Post 2: Solution-focused (Publish 1 week before launch) > **Note:** Title: "Introducing [Product]: [Benefit]" > **Note:** Goal: Announce launch > **Note:** CTA: "Try it today" ### Post 3: How-to guide (Publish on launch day or 3 days after) > **Note:** Title: "How to [Achieve Outcome] with [Product]" > **Note:** Goal: Feature education > **Note:** CTA: "Get started" Write posts Structure for each: > **Note:** Hook (first 2 sentences must grab attention) > **Note:** Problem/context > **Note:** Your approach/solution > **Note:** How it works (with examples) > **Note:** Results/benefits > **Note:** CTA Length: 1,000-1,500 words Include: Screenshots, examples, customer quotes Optimize for SEO > **Note:** Target keyword in the title, first paragraph, H2s, conclusion > **Note:** Internal links to landing page > **Note:** External links to credible sources > **Note:** Alt text on images > **Note:** Meta description Promotion across social, email, and communities is covered in Chapters 6 and 7. ## Website & SEO Optimization 3-1 weeks before launch Your website is where most buyers will form their first impression. Make it count. Optimize landing pages, refresh product pages, and improve SEO so people actually find you.