This question is an important part of your digital strategy. Simply building a website doesn’t bring customers in the same way that building a restaurant or erecting a billboard on a back street doesn’t give you customers or effective advertising.
Once a website is created it should be clearly promoted through your offline channels like traditional advertising, client newsletters or email, company documents and any other marketing collateral. As part of launching a new website the company should use the opportunity to relaunch the business objectives and its brands to leverage from the launch activity.
Like a restaurant that needs customers or a billboard on a lonely highway, you need traffic and preferably lots of it. Using a six to twelve month Search Engine Optimisation (SEO) launch campaign will help your website turn up on the right page of search engines like Google. Depending on your business model you can also consider Search Engine Marketing (SEM) like Google AdWords to get your business front and centre when customers look for information on your products or services.