 I just launched a new website. Now what? How do I get the most out of it? Something we often say at Parsons TKO is that we don't build websites. It's because we build business tools. We think of your website not as a platform you build once every 10 years and only think about when you publish a new blog post or update a page. But it's a tool that should evolve over time as your outreach strategies and engagement with your audience also changes. You need to continue investing in it for it to be effective. It's fairly widely accepted that organizations should budget for post launch enhancements as you use the site and learn more about what works and doesn't. But less often do people plan and budget to take advantage of the robust capabilities your website has. For example, while the pace of enhancements or changes to your features and functionality likely goes down in the first few months after a website launch, you should be increasing the investment of time and money into things like A.B. testing to get a better understanding of users' content and design preferences, analytics to optimize the desired conversions you have for your audiences, developing cross-channel outreach campaigns that span web, social, email, and even offline channels like events and investing in things like SEO. You may also need to change your own editorial or content processes to take advantage of the new website and its functionality. Planning and budgeting for the entire lifecycle of a tool instead of just the launch and immediate post-launch period will best help you optimize your investment in your website as a critical outreach platform.