Launching a web product is like setting up a new store. You’ve got the design, the layout, the idea. It’s all ready to go, but before you open your doors to the world, there’s a lot more to think about. The truth is, many businesses get caught up in the excitement of a launch and forget that it’s the details, the small things that truly make or break a product release.
So, if you’re in the process of launching something new, don’t skip the prep. Here’s a straightforward checklist to ensure you’ve covered the essentials before pushing that launch button.
Define What “Launch-Ready” Means—for Your Team
Before anything else, get clear on what launch-ready means for your product.
Not every project needs 100+ features on day one. What matters is that your core promise works smoothly, consistently, and in a way that solves a real problem for your user.
Ask yourself:
Can a first-time user complete the main task with no confusion?
Are the core features working on both desktop and mobile?
Have your team leads (dev, design, QA) all signed off?
Pro tip: Create a simple, internal “go-live” doc that everyone signs off on. It avoids last-minute surprises and keeps expectations aligned.
Double-Check Security and Performance Basics
You don’t need a cybersecurity degree, but don’t ignore the basics.
At the very least, make sure:
SSL is active and working across all pages
You’re not exposing any API keys or sensitive info
You’ve got a backup system (that actually works—test it!)
You’ve done a simple load test to handle a spike in traffic
If you’re storing user data, ensure you’ve checked privacy compliance especially with GDPR or New Zealand’s Privacy Act.
A quick reminder: Launch day is not the day to discover that your contact form is sending user data to nowhere.
Pre-launch SEO + analytics setup
A lot of founders and developers push this down the priority list. Don’t.
Before launch, you want to make sure:
Your pages have titles, meta descriptions, and proper heading structure (H1, H2, etc.)
You’ve created and submitted your sitemap to Google Search Console
You’re tracking what matters: traffic, bounce rate, conversions
You’re using tools like Google Analytics 4 and maybe even something more visual like Mixpanel or Plausible
And remember: SEO isn’t just a blog thing. Your landing pages, onboarding flows, and even error pages can affect discoverability and perception.
Soft Launch to a Smaller Group First
Before you go wide, do a controlled release even if it’s just to your team, partners, or 10 trusted users.
This gives you a chance to:
Get early feedback on what’s unclear or broken
Stress-test your hosting setup
Catch things you missed in internal testing
Tools like Feature Flags (e.g., LaunchDarkly) or even password-protected staging environments make this easy.
Real users think differently than your team. Use their feedback to tighten things up.
Are Your Marketing & Messaging Aligned?
A product without a story is just code.
Before launch:
Your landing page should clearly state what the product does, who it’s for, and why it matters
You’ve got launch emails, social content, and FAQs written (and proofed)
You’ve prepped messaging for common objections
One of the most overlooked pieces? Alignment. Make sure your product messaging and marketing copy aren’t telling two different stories.
Conclusion
You don’t need to launch perfectly. But you do need to launch intentionally.
Too many products ship before they’re ready and then spend weeks playing damage control. A strong, well-prepared launch builds momentum, trust, and confidence from day one.
Take the extra time. Run through the checklist. Ask the dumb questions now so you don’t have to apologise later.
Your future self (and your users) will thank you.
