Before Your Launch: What to Do to Set Your Business Up for Success

We know how eager you are to launch your beauty, fashion, or cosmetic brand. We know you have an outstanding product or service that you are confident in, and that’s why you want to share it with the world. To share an experience that your clientele can’t get anywhere else. We 100% believe in you, and that’s why we cultivated this list of actions to complete launching your fully functional website.


We understand the hard-work you’ve put in. That’s why it is important to represent that content appropriately on the biggest mode of selling out now: e-Commerce. Your website says a lot about you and your brand before your customer even looks at your products or services. In 2021, high-earning premium clientele are more conscious than ever on where they are spending their money. High-earning consumers are ensuring their purchases are socially conscious, of high quality, and can be included in their foreseeable future. If their first impression elicits a poor experience, they will gladly take their money elsewhere. High-earners immediate assurance that they are at the right place to purchase services or products. If your website doesn’t convey the dedicated professional you truly are, you now have missed on a potentially life-changing opportunity.


In our experience, we’ve done an impeccable job to help our clientele out of roadblocks that could have been prevented if they studied this list first. It is our target to help you accomplish your extravagant goals, and in 2021 that means have an impeccable media identity. Let’s dive in.


1. Create a roadmap

Your roadmap should include a timeline of events that can be easily followed independently and within a team. The roadmap should include parties involved, their responsibilities, the time it should take them to accomplish these goals, and who they should be reporting to, and why they have the tasks that they do.

Organizing the parties involved

Setting a launch date will help brands work backwards from their set date to ensure that all of their needs are met well in advance. Working backwards allows for every department involved to have a realistic and unified approach to developing this brand with buffering time. It also helps everybody involved be accountable for their deliverables. When setting a launch date, be sure to include some buffering time to do a beta-launch and gather information on how users interact with your website.


2. Create a Branding Suite

CEO’s and founders need to establish the who, why, and how for their brand. The purpose of a suite is to establish a particular tone and vision for your brand. This includes a brand identity, brand position, and brand voice.


Creating the visuals before outlining the direction is like picking out your clothes blindfolded.


Founders need to plan out what they’re going to do before they can start building the tools to do so.


A branding suite first starts with your ideal name. Consider possible names for your brand that are

  • Professional

  • Scalable

  • Appropriate

Ask yourself: Would you be proud to say your business name in front of the president of the U.S.? Is this the same name for your brand you want for the next 20 years?


3. Purchase your domain and email domain

If your website is someone’s first impression, your domain is the view your clientele see

as they are walking towards you. Please consider a professional domain that vaguely says what

do. Some successful examples in the beauty industry are:

  • birdylashes.com

  • Fentybeauty.com

Other brands get away with other mysterious names that don’t indicate at all what world you can be walking into, and that’s fine. Here are some examples:

  • Pyermoss.com

  • Telfar.com

Here are some things to stay away from:

  • Rewording the name of a domain because it’s already taken. For example, don’t purchase “fentibeauty.com”, or “birdiilashez.com”. This will only cause confusion and will probably result in a refund and an angry review from a person who thought they were at the original website.

  • Don’t misspell words because the original is already taken. It looks tacky and unprofessional.

Examples: tressezbytrish.com, bheautiebhundlez.co, etc.


The creative, experimental part will come later, we promise. For now, let’s keep it simple.


Purchasing your email domain is imperative as well. Instead of having your professional emails end in @gmail.com, @yahoo.com, etc, you can have a custom email domain that reflects the insight you have put into your brand.


Lastly, purchasing your domain may be the first on your to-do list. It has become an unfortunate occurrence online that random and irrelevant people will purchase domain names that may have significant potential value, and marking the price thousands of dollars because they know the potential owner is desperate to get a website domain that is in sync with their brand. It would be like someone purchased the Facebook.com domain, then selling it to Mark Zuckerburg for a billion dollars. It should be a crime.


4. Create Social Media Accounts

Social media is one of the best ways to get organic and paid exposure. Create your social media accounts so 1. Nobody else will take then and 2. You can start posting content that you think your audience may like. We recommend posting consistently about 2-3x a day to gain a good amount of data that you can use for number 10.


5. Establish Your Action Goals

“What are your goals?” We ask.

“I want to sell. Duh”.

Yes, and that’s to be expected, but how are you going to sell what you sell? How exactly are you going to get your potential client to open their wallet, and enter in that credit card number? This is called your funnel.


Do you want people to book more bodysuits because you need to deplete that inventory? Or do you want your new shade of glosses to sell out so you can gather feedback? Do you need more email or SMS subscribers to bring in new inventory? Specific and attainable goals are what you need.


Think of it as Alice In Wonderland. Unsuspecting Alice knew she wanted adventure, but didn’t exactly know what she was in for just as your clients know they want your services, but need a little convincing. The creatures of Wonderland hid in the real world, placing little trinkets here and there to lure her into the rabbit hole to get her exactly where they wanted her. The same applies for your funnel. You need to place easter eggs throughout your website to lead your client further in, with more convincing along the way.


When you know your action goals, creating a funnel is easier because you already know the target areas that need the most attention. Buttons and links should be the easter eggs placed throughout your website to lure clients in.


6. Professional Product Photography

In 2021, this is a mandatory requirement to be successful. And by “professional”, we mean well thought-out and planned product photography that is executed by a professional photographer. Your audience does not want to see your kitchen background, your dog, or your son’s tiny fingers in the background of your designer pants.

It’s perfectly possible to have professional product photography from your home with today's technology. A more expensive but trustworthy way is to hire a product photographer who’s portfolio matches the aesthetic you’re going for with your products. Be sure to ask the photographer to compress the images, so they don’t slow down your websites loading time.


P.S: Include headshots of yourself and perhaps your team.


7. Hire a copywriter/SEO Specialist

Appointing a professional to write your product descriptions and overall website content can be astoundingly beneficiall. For starters, writing out elaborate and considerate descriptions for products is very time-consuming and after being fatigued, they may all sound the same or not have a description at all. Not good.


A copywriter will write out all the content you ask them to, and will do so with research on trending keywords related to your field. Doing so will help potential clientele easily find your brand on search engines such as Google or Bing. Here are some content ideas to share with a copywriter:

  • About me

  • Product Descriptions

  • Homepage Content

  • Funnel Content

  • Meta tags & Alt text


8. Organize content

Now that you’ve got your product pictures, skus, descriptions and visuals together, it’s time to organize to share with the rest of your team. Organize this content, or have a graphic designer organize all the information that belongs together to draft out online posts and other branding collateral.


9. Brand Visuals

Establishing the brand visuals is the creative aspect of building a website, but the creativity isn’t always up to you. Do market research on what color palettes appeal best to your ideal clientele. Then choose the palette that is most successful. Find a font and subfont that mesh well with your ideal color palette, and begin creating branding collateral such as product labels, logos, submarks, websites, email and social media templates, favicons and more.


10. Conduct Your Research

Numbers don’t lie. Use the research from the aforementioned tip to see what content your audience resonates the most with. On many major platforms like Instagram and Pinterest, it’s easy to filter your feed with the top performing post. See what the common denominators are, and keep that trend going. Don’t forget to execute pre-launch content to help gather information.


11. Create Beta Website

Once you have all the content you need (text for website, photography, pricing list, branding suite) it’s ideal to to start drafting your website for a beta launch. The earlier, the better just so your team can catch any discrepancies before launch. Beta launches can also help capture user data that can be monetized once the real launch is deployed. Once a draft is completed, here are some areas to check:


  1. Forms, buttons, and links are all functional

  2. Spelling of content

  3. Logic and flow of the website (make sure the gold jewlery page actually links to gold jewelry and not silver)

  4. Website best practices are followed

  5. Aesthetic of the website. Is your website providing an experience or is it just a functional website?

  6. Is the mobile version responsive, and is it just as experientially effective as the desktop version?


12. Call Your Lawyer

In 2021, it’s imperative to make sure your website doesn’t copy other brands' content that can be sued over. It’s also important to ensure that your website is accessible to those living with disabilities, as it is very possible to get sued over.


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