Last episode was the build phase. The part where your site finally becomes real.
Now it’s launch day.
In this episode, Jake and John walk through what actually happens when you “flip the switch,” from final QA, to DNS changes, to the weird in-between window where some people see the new site and some people still see the old one.
We also cover the stuff that surprises clients every single time: propagation (not teleportation), caching, Google indexing, and why launching is not the finish line. It’s the starting line.
Episode at a Glance
Action step:
Before you touch DNS, run one last “real user” test: click every menu item, submit every form, and check mobile on at least two devices. Fix the obvious stuff now, not while the internet is watching.
Main idea:
Launching a website is a process, not a button. You’re coordinating DNS, SSL, caching, analytics, indexing, and expectations, all at once.
Why it matters:
Most launch stress is not caused by actual problems. It’s caused by unclear expectations. If you communicate what’s normal (propagation, caching, brief weirdness), your launch gets calmer instantly.
Quick tool:
A DNS propagation checker (Jake mentions dnswatch.info), plus Google Analytics and Google Search Console for post-launch reality checks.
Listen & Subscribe
Podcast page: https://artillerymedia.com/podcast/
Apple Podcasts: https://podcasts.apple.com/us/podcast/slow-steady-a-podcast-by-artillery/id1840249614
Spotify: https://open.spotify.com/show/37ZzVcI8N7xnEDqkap2vCW?si=70b138e65b8c42ca
Follow along:
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Jake on X: https://x.com/jakekramer15?lang=en
Facebook: https://www.facebook.com/artillerymedia
Contact us: https://artillerymedia.com/contact/
Previous Episodes
Ep. 01 — The Domain
https://artillerymedia.com/ep-01-the-domain-your-websites-digital-address/
Ep. 02 — Website Hosting
https://artillerymedia.com/ep-02-website-hosting-setting-the-foundation/
Ep. 03 — Moodboards & Style Tiles
https://artillerymedia.com/2025/11/ep-03-capturing-the-design-vision-moodboards-style-tiles/
Ep. 04 — Content Outlines & Wireframes
https://artillerymedia.com/ep-04-building-the-blueprint-content-outlines-and-wireframes/
Ep. 05 — Bringing Wireframes to Life (Design Mockups & Prototyping)
https://artillerymedia.com/ep-05-bringing-wireframes-to-life-design-mockups-prototyping-2/
Ep. 06 — From Mockups to a Live Site (The Build Phase)
https://artillerymedia.com/ep-06-from-mockups-to-a-live-site-the-build-phase/
Highlights & Timestamps
00:00–01:10 — Launch day overview + “AI highway” joke
What we’re covering and why launch is really about getting your site into Google (and AI).
01:10–09:55 — Recon report: a smooth launch, and a launch that went sideways
Why launching on the real domain helps, and why expectations matter more than perfection.
09:55–14:25 — Launch toolbox: DNS checkers, Analytics, Search Console
What to check during the launch window and why each tool earns its place.
14:25–23:10 — John’s PageSpeed rant: speed scores need context
Why a “perfect score” is not the goal, and why feature-rich sites are heavier by nature.
23:10–31:55 — The go-live checklist: QA, DNS, SSL, caching, SEO
The practical sequence ARTILLERY follows to keep launches low drama.
31:55–39:40 — Common pitfall: “Why am I still seeing the old site?”
Propagation vs caching, explained in plain English.
39:40–44:30 — Pro tips + what comes next after you go live
Why weekday mornings win, why Friday launches hurt, and what post-launch growth actually requires.
Launch Day in Plain English
Launch day is the moment your website starts living in the wild.
That means two things happen at once:
- Humans start using it
They click, read, fill out forms, and judge your brand in seconds. - Machines start reading it
Google crawls it. Indexes it. Stores it. Evaluates it. And yes, AI systems pull from what’s available too.
A good launch respects both.
The 3 Phases of a Zero-Drama Launch
Phase 1: Final checks
Before a single DNS record changes:
- Test mobile, tablet, desktop
- Check links and buttons
- Submit every form
- Confirm emails deliver correctly
- Check images for sizing and weird cropping
- Verify key integrations (Stripe, webhooks, memberships, booking tools)
This is where you catch the obvious stuff while it’s still private.
Phase 2: Flip the switch
This is the DNS moment.
- Update the A record (or relevant DNS changes)
- Confirm propagation is moving
- Install SSL certificate once the domain is pointing correctly
- Turn on caching/performance tools (SG Optimizer in your world)
This phase is where “it’s live” becomes true, but not always instantly for every person.
Phase 3: Polish and announce
Once the site is reliably live:
- Confirm analytics tracking
- Set up Google Search Console
- Submit sitemap.xml (Yoast or similar)
- Confirm social previews and metadata
- Double check favicon
- Do your announcement (social, email, blog, whatever your plan is)
This is where launch becomes momentum.
Propagation, Not Teleportation
One of the simplest, best lines in this episode:
It’s propagation, not teleportation.
When you change DNS, the internet does not update everywhere at the same time. Some people will see the new site quickly. Others will see the old site for a bit.
That’s normal.
And the sneaky partner in crime is caching.
Why You Might Still See the Old Site
Even after DNS is correct, you can still run into:
- Browser cache
- Device cache
- Network cache (especially workplaces)
- Server-side caching
- CDN caching
Caching is helpful because it speeds up websites.
Caching is annoying because it makes changes feel inconsistent during launch.
Both are true.
PageSpeed Scores: Helpful, But Not Holy
John’s take is solid:
A one-page HTML site is like an F1 car. Light, fast, built for one purpose.
A WordPress site with a builder, plugins, ecommerce, filters, uploads, and integrations is a minivan pulling a trailer. It’s doing more work.
So yes, optimize. Compress images. avoid heavy junk. use best practices.
But don’t panic because a tool spits out a score that doesn’t understand your actual requirements.
After Launch: What Comes Next
A site does not magically get traffic because it exists.
Launch is the start of:
- Watching real data
- Fixing small breakpoints you could not see in staging
- Redirecting common old links (404 cleanup)
- Improving content based on Search Console queries
- Promoting the site intentionally
Or as you say in the episode, you still have to drive the car.
Call to Action
Want help launching a website that’s clean, stable, and built to grow (without the launch-day panic)?
Start here: https://artillerymedia.com/contact/
Show Credits
Hosts: Jake Kramer & John Wooten
Produced by: ARTILLERY — Lincoln, Nebraska
Slow & Steady — A Podcast by ARTILLERY
🎧 https://artillerymedia.com/podcast/
