Only if you want to blend in with everyone else.
January is a popular month for website launches—but that’s exactly the problem. At shepx, we recommend launching when it makes the most sense for your brand, not just because the calendar turned.
We hear it every year in Q4:
“We want to launch our new website in January.”
It makes sense on the surface—new year, fresh start, clean slate. But here’s the truth:
January is when everyone is launching their new website.
And when everyone zigzags in the same direction, it’s harder for your brand to stand out.
There are some legitimate upsides to a January launch:
It aligns with New Year goals and planning cycles
It gives marketing teams a clear milestone to rally around
It feels fresh and forward-looking
But the problem is: your audience is being bombarded.
January is noisy.
Everyone is pushing out new websites, campaigns, rebrands, and announcements.
If your goal is to stand out, January might not be your best bet.
There’s no universally perfect month—but here’s what does make a good launch window:
When your website is fully ready. Don’t rush to launch just to hit a date on the calendar. Function, content, and clarity matter more.
When it aligns with your sales cycle. If you’re a B2B brand that gets busy in Q1, you may want to launch in Q4 so your site is already up when traffic hits.
When your customers are paying attention. That might be late winter, early spring, or even September—when business attention returns full-force after summer.
We help clients launch sites year-round—but we always ask:
What’s the real goal of this launch?
If your aim is to get attention, generate leads, or support a product rollout, we may recommend launching before January… or waiting until the noise dies down.
There’s nothing inherently wrong with a January launch. But unless your website is tied to a New Year’s campaign, “because it’s January” isn’t a strategy—it’s a default.
And your brand deserves better than default.
P.S. Want help choosing the best time to launch your website? Ask Shep, our AI-powered search assistant. He’ll help you think beyond the obvious.
