A New Website: A 90-Day Plan From Launch to First Leads

Short answer: launching a website isn’t the finish line — it’s the start of measurement. The first 30 days decide whether the site gets indexed and which pages start sending traffic; days 31–60 add content and local pages; days 61–90 are conversion and internal linking. If goal analytics isn’t set up in these 90 days, you’ll never know which page sold and you’ll promote blind.

Days 0–7: the technical base nothing else works without

1. One URL version. Only https, only one domain variant (with or without www), all others 301-redirected. Make sure the redirect doesn’t return 200 on both versions.
2. Indexing. robots.txt not blocking, sitemap.xml returns 200 and lists only canonical URLs, in Search Console submit the map and request indexing of key pages.
3. Speed. Homepage LCP < 2.5s on mobile, INP < 200 ms, CLS < 0.1. Images — WebP/AVIF with explicit width/height, fonts — preload, scripts — deferred.
4. Meta and data. Unique titles (up to 60 chars, matching page intent) and descriptions, Open Graph, og:image, Organization + LocalBusiness/WebSite markup, Product for stores.
5. Conversion mechanics. “Call” buttons, WhatsApp/Telegram, a form with validation and notification to email and CRM, a tappable address and map.
6. Stability. A year of SSL headroom, automatic backups, uptime and 404 monitoring, a 404 page with search and links to services.

Days 8–30: structure for demand and first rankings

• Group keywords by intent: commercial (“order”, “price”, “buy”, “done-for-you”), informational (“how to choose”, “comparison”, “vs”), local (“city”, “near me”). 3–8 pages per cluster.
• One page per intent. Homepage for the brand and general service, a landing for a specific query. A single page optimized for two different intents ranks for neither.
• Local pages. For geo services: a city page with unique copy, address, reviews, a map, LocalBusiness markup and a link to the Google Business Profile. Not “a template with the city swapped in”.
• A blog as a tool, not a news feed. 2–4 articles in month one — for informational queries, linking to landing pages. How to write copy that leads to a enquiry — the 90-day SEO guide.
• Google Business Profile. Filled, verified, with photos, services, prices and a site link; the first 5–10 reviews strongly influence local “near me” queries.

Days 15–45: analytics that answer “what sold”

Without this you can’t tell “the site works” from “we got lucky with word of mouth”. The minimum stack:

What we set up	Why	How to tell it’s working
GA4 + events (form, tap-to-call, messenger click, 75% scroll)	see the path to a lead	all 4 events visible in reports
Search Console linked to GA4	queries, pages, clicks, positions	export without 2× discrepancies
UTM tagging on every post and ad link	source → conversion	no channel is “(not set)”
Goals in the CRM (lead source + stage)	count money, not leads	cost per lead visible by channel
Call tracking / dynamic numbers (from 30 leads/mo)	calls are leads too	% “unknown” sources drops
A weekly dashboard	to manage, not just watch	the dashboard has an owner and a review day

Days 30–60: content, internal links, trust

• Strengthen donor pages. In Search Console find pages with impressions but no clicks: add a price/FAQ/case block, rewrite the title to match intent.
• Contextual internal links: 2–3 links from every article to services and cases with descriptive anchors. This passes equity and walks the reader to a lead.
• Cases with numbers. 3–5 “challenge → solution → result” pages are the highest-converting B2B content: they’re read by people comparing vendors. Structure examples — in the portfolio.
• Trust signals (E-E-A-T): author/team pages, real photos, company details, reviews with names, updated dates, answers to common objections.
• The small things that matter: certifications, partner statuses, client logos, press mentions — with captions, not “a wall of logos”.

Days 60–90: conversion and protecting the traffic you’ve earned

1. Review heat maps over 300+ sessions: where people don’t scroll to the form, where they click instead of the button.
2. Cut the form to 1–2 fields, add messengers and a ≤ 5-minute response SLA.
3. Speed up the most-visited pages: images, scripts, caching — see website speed.
4. Make sure redesigns and edits don’t break URLs: any structure change goes through the SEO migration checklist.
5. Assemble a “90-day” report: core rankings, clicks, leads by channel, cost per lead, next-quarter plan.

Control metrics by week

Period	What we watch	Normal benchmark
Week 1	indexing, 404s, CWV, lead test	key pages indexed, LCP < 2.5s
Week 2–4	impressions in Search Console	growing impressions on core, first clicks
Month 2	positions 11–30, leads from search	3–10 queries in the top 10, first 2–5 leads
Month 3	landing conversion, cost per lead	0.8–1.5% for services, a clear lead price

Bottom line

A new website lives by the same rules as a business: first the measurement infrastructure, then demand, then conversion. Ninety days of discipline — and you have not “a site” but a channel with a clear cost per lead.

Get a launch plan for your site → — we’ll review the current state, gather keywords, set up analytics and lock a ranking baseline. Related: SEO for a new site and redesign without losing traffic.