The modern web design process: launch

Soft launches, or beta launches, are a strategic approach to website or product releases that create a sense of exclusivity and scarcity, effectively turning routine experiences into sought-after events. By offering early access to select individuals, businesses can foster organic word-of-mouth promotion and build anticipation for the official launch. This approach not only enhances the perceived value for those granted early access but also piques the interest of those who are excluded, thereby amplifying demand. The practice is likened to the successful early launch of Gmail, which used scarcity to generate excitement around a seemingly mundane service. For website designers and marketers, even when dealing with informational sites, opportunities to create scarcity through unique content or early access to new information can be leveraged. Soliciting feedback during the pre-launch phase can also serve to honor select individuals, potentially leading to testimonials and increased hype. However, it is crucial to invite relevant and influential individuals who can genuinely impact the launch's success. When a soft launch is not feasible, teasing upcoming features through sneak peeks and engaging content can similarly build anticipation and excitement ahead of a full launch.