The missing jigsaw piece – what happens after a website goes live?

What interaction do you have with your clients after their website goes live?

There might be a little celebration with them, but what’s next?

In this email, I will show you how you can deliver a better client experience when you complete a website project.

Don’t be like many agency owners who move on to the next project. You’d miss a fantastic opportunity to deliver value and build better client relationships.

Email automation is your best friend

You can use email automation to create a “go live” email sequence. This series of emails deliver valuable information to your client and set the scene for anything that comes next.

For example, you could have an email that links to training videos, showing your client how to use their new website.

Another email could share a link to your client portal. This is where your client could download their personalised copy of the WOM (Website Owner’s Manual).

Of course, you’ll want to include an email that teaches your client the best way to ask for support. This could be through sending emails to your help desk, or perhaps you have a live chat option.

Finally (and in my opinion, most importantly), you’ll be able to upsell additional services. This could be an SEO campaign, social media marketing, copywriting, etc.

Your “go live” email sequence will likely be around 4-5 emails, depending on the content you want to share with your client. There isn’t a hard limit, so feel free to add as many emails as you think are helpful.

Why are we automating this?

We’re using automation because it saves you time.

You’re an agency owner. Time is one of the things that you’ll frequently say you don’t have enough of.

There’s no way you’d want to commit to sending five or more individual emails to every client after you launch their website.

So that’s where automation comes in. It does the heavy lifting for you.

You only need to write the emails once and schedule them in your favourite email marketing platform — MailerLite, ConvertKit, Active Campaign or something else. As long as your platform facilitates email automation, you’re good to go.

Setting up your automation

Create a new automation or workflow inside your email marketing platform of choice.

You’ll need to add a trigger point at the start of your automation. This function starts your automation when the appropriate trigger is added to a subscriber.

For most platforms, your trigger point will be a group or tag. ConvertKit and Active Campaign use tags, whereas MailerLite uses groups.

After you’ve created your trigger point, you’ll want to add your first email. This email should either be sent out immediately or set to send out within a few hours.

Then you’ll add a delay. Typically this will be somewhere between 1-3 days. It depends on how often you want your client to receive emails from you.

Now add your second email.

Continue with the same process of adding emails and a delay between each until you’ve added all the emails in your sequence.

Once you’ve finished, your last step is to ensure that your automation is turned on. You’ll find an “on” or “live” toggle that lets you enable your automation. MailerLite, for example, has this toggle in the top-right of the screen.

Test your automation

Please don’t skip this step. You should never create an email automation and skip the testing step.

It’s very easy to make a small mistake. Testing ensures you can avoid these mistakes, allowing you to fix them and deliver a professional experience to your clients.

To test your automation, add your email address to your email marketing platform and apply the trigger tag or group.

Ensure that you receive the emails when you expect to receive them.

If anything is out of place or functions incorrectly, you can go back into your automation and resolve the issue.

Delivering an outstanding client experience

Now that everything is tested, you’re ready to level up the experience your clients have with your business.

After you set a website live for your client, add them to your email marketing platform.

Add the trigger tag or group to your client that corresponds with the trigger for the automation that you’ve created.

Now you can sit back and relax. Maybe have that cup of coffee you’ve been thinking about.

Your email automation will deliver valuable content straight to your client’s inbox.

Your client receives those emails, learns from what you share, and has a better experience with your business.

And if you’ve made sure to upsell additional services, you can look forward to your automation giving your clients a nudge in the right direction, bringing you more sales in the future.

Automation is your best friend. Well, second best after us.

You’re awesome,

Matt