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Pre-Launch Setup Checklist

Complete ALL items before starting any marketing activity. Estimated time: 2-3 full days of focused work.

Analytics & Tracking (Priority: Critical)​

Google Analytics 4​

  • Create GA4 property for withinehr.com
  • Install GA4 tracking code on all pages
  • Configure conversion events:
    • demo_request -- demo form submission
    • trial_signup -- trial registration completion
    • email_subscribe -- email list signup
    • lead_magnet_download -- lead magnet form submission
    • pricing_page_view -- pricing page visit (engagement event)
    • comparison_page_view -- comparison page visit (engagement event)
    • video_play -- embedded video play
  • Set up Looker Studio dashboard (4 tabs: Traffic, Engagement, Pipeline, Paid)
  • Link GA4 to Google Ads account
  • Enable Google Signals for cross-device tracking
  • Set up data retention to 14 months

Google Search Console​

  • Verify site ownership (DNS or HTML tag method)
  • Submit XML sitemap
  • Check for indexing errors
  • Set target country to United States
  • Link to GA4

Conversion Pixels​

  • Install Meta Pixel on all pages
  • Configure Meta Pixel events:
    • Lead (demo request, email signup)
    • CompleteRegistration (trial signup)
    • ViewContent (key page views)
  • Install Google Ads conversion tag
  • Configure Google Ads conversion actions:
    • Demo request (primary conversion)
    • Trial signup (primary conversion)
    • Email subscribe (secondary conversion)
  • Install LinkedIn Insight Tag (for LinkedIn Ads)
  • Test all pixels with respective platform debuggers

Email Marketing Platform (Priority: Critical)​

Brevo (or Mailchimp) Setup​

  • Create account
  • Verify sending domain (DNS records: SPF, DKIM, DMARC)
  • Create email list: "Marketing Subscribers"
  • Create email list: "Trial Users"
  • Create email list: "Demo Requests"
  • Set up double opt-in (recommended for deliverability)
  • Add physical business address to email footer
  • Create unsubscribe/preference center

Email Templates​

  • Design branded email template (header, footer, CTA button style)
  • Create welcome email template
  • Create newsletter template
  • Create transactional email template (confirmations)

Email Forms​

  • Create blog sidebar email signup form
  • Create blog footer email signup form
  • Create exit-intent popup form (optional, test later)
  • Create lead magnet download form
  • Create demo request form
  • Ensure all forms include privacy policy link
  • Test all forms: submission, confirmation, list assignment

Automated Sequences​

  • Build Welcome/Nurture sequence (5 emails, see templates/email-sequences/)
  • Build Trial Onboarding sequence (7 emails)
  • Build Post-Demo Follow-Up sequence (4 emails)
  • Set up automation triggers for each sequence
  • Test each sequence with a test email address

Social Media Accounts (Priority: High)​

LinkedIn​

  • Create WithinEHR company page
  • Upload logo and banner image
  • Write company description (include keywords)
  • Add website URL
  • Invite connections to follow
  • Optimize founder's personal profile to mention WithinEHR

Instagram​

  • Create @withinehr business account
  • Upload profile photo (logo)
  • Write bio (include CTA and link)
  • Set up Linktree or link-in-bio page
  • Switch to business account for analytics
  • Set up Instagram Shop or product tags (if applicable)

YouTube​

  • Create WithinEHR YouTube channel
  • Upload channel art (banner image, branded)
  • Write channel description with keywords
  • Create channel sections: "Product Demos", "Group Practice Tips", "Shorts"
  • Upload channel profile photo
  • Set up default upload settings (description template, tags)
  • Enable community tab

Twitter/X​

  • Create @withinehr account
  • Upload profile photo and banner
  • Write bio with relevant keywords
  • Pin a tweet with product overview

Facebook​

  • Create WithinEHR business page (needed for ads)
  • Upload logo and cover photo
  • Complete business information
  • Join target Facebook groups with personal account:
    • "Therapists in Private Practice"
    • "Group Practice Exchange"
    • "Private Practice Startup"
    • "The Therapist Entrepreneur"
    • "Insurance Billing for Therapists"

Brand Assets (Priority: High)​

Canva Templates​

  • Blog post header template (1200x630px)
  • Instagram carousel template (1080x1080px, multi-slide)
  • Instagram Reel cover template (1080x1920px)
  • Instagram Story template (1080x1920px)
  • LinkedIn post image template (1200x627px)
  • YouTube thumbnail template (1280x720px)
  • YouTube channel banner template (2560x1440px)
  • Email header template (600px wide)
  • Quote graphic template
  • Stat/data graphic template

Brand Guidelines (document or keep in head)​

  • Primary colors defined
  • Secondary colors defined
  • Fonts selected (for web and graphics)
  • Logo files saved in multiple formats (PNG, SVG)
  • Tone of voice examples written

Content Foundation (Priority: High)​

First Lead Magnet​

  • Write "2026 EHR Buyer's Checklist for Group Practices" (2-page PDF)
  • Design in Canva (branded, professional)
  • Export as PDF
  • Create landing page at /resources/ehr-buyers-checklist
  • Set up form → email delivery automation
  • Test the full flow: form submission → email → PDF download

First Blog Post​

  • Outline written for "The 2026 EHR Buyer's Guide for Mental Health Group Practices"
  • Research completed (competitor analysis, keyword validation)
  • Draft written (target: 2,500+ words)
  • SEO checklist completed
  • Published or ready to publish on Day 1

Demo Video​

  • Script or outline for full product demo (10-15 min)
  • Screen recording setup tested (OBS or Loom)
  • Audio setup tested (USB mic)
  • Recording scheduled for Week 1

Website Pages (Priority: High)​

Ensure these pages exist and are optimized before marketing begins:

  • Homepage: Clear value proposition, CTA to demo/trial, key features
  • Features page(s): At least an overview; ideally separate pages for AI docs, billing, telehealth, practice management
  • Pricing page: Clear pricing structure, comparison to alternatives
  • Demo request page: Simple form (name, email, practice size, how did you hear about us)
  • Blog: Set up with at least 1 post ready
  • Comparison pages: At least framework ready for /compare/simplepractice
  • Privacy policy: Compliant, accessible from every page
  • Terms of service: Published
  • HIPAA compliance page: Overview of security and compliance measures

CRM & Pipeline (Priority: Medium)​

  • Set up CRM (Zoho free tier, HubSpot free tier, or spreadsheet)
  • Create pipeline stages:
    • Lead (new contact)
    • Demo Scheduled
    • Demo Completed
    • Trial Started
    • Trial Active
    • Customer
    • Churned
  • Set up lead scoring fields (see MARKETING_SYSTEM.md Section 1.5)
  • Create "how did you hear about us?" tracking field
  • Connect CRM to email platform (if possible)
  • Create Google Ads account (or link existing)
  • Link Google Analytics
  • Import conversion actions from GA4
  • Set up billing
  • Build Campaign 1: Competitor Comparison (draft, don't launch yet)
  • Build negative keyword list
  • Create sitelink extensions
  • Create callout extensions

Meta Ads Manager​

  • Create or access Meta Business Manager
  • Create ad account
  • Verify domain
  • Set up custom audience: 30-day website visitors (requires pixel)
  • Create exclusion audience: converters (demo requests + trial signups)
  • Prepare carousel ad creative (draft, don't launch yet)

LinkedIn Ads​

  • Create LinkedIn Campaign Manager account
  • Set up billing
  • Define target audience (save as template)
  • Prepare single image ad creative (draft, don't launch yet)

Tools Setup (Priority: Medium)​

  • Buffer (free tier): Connect LinkedIn, Instagram, Twitter
  • Canva (free tier): Set up brand kit with colors, fonts, logo
  • OBS Studio (free): Install, configure for screen recording
  • DaVinci Resolve (free) or CapCut (free): Install for video editing
  • Google Looker Studio (free): Create dashboard, connect GA4
  • USB Microphone: Purchase and test ($30-50)
  • Google Alerts: Set up alerts for:
    • "SimplePractice alternative"
    • "TherapyNotes alternative"
    • "mental health EHR"
    • "group practice software"
    • "WithinEHR"

UTM Tracking Setup (Priority: Medium)​

  • Create UTM parameter reference spreadsheet (see MARKETING_SYSTEM.md Section 3.2)
  • Create shortened URLs for common links (use Bit.ly free tier or similar)
  • Document UTM conventions for team consistency
  • Test UTM tracking: click a test link → verify in GA4 real-time report

Quick Wins (First 30 Days After Launch)​

  • Submit to Capterra (free listing)
  • Submit to G2 (free listing)
  • Submit to GetApp (free listing)
  • Submit to SoftwareAdvice (free listing)
  • Submit to AlternativeTo (free listing)
  • Create Crunchbase profile
  • Create Google Business Profile
  • Sign up for HARO (Help a Reporter Out)
  • Plan Product Hunt launch date
  • Request early customers to leave reviews

Validation (Before Going Live)​

  • All forms tested end-to-end (submission → confirmation → list/CRM)
  • All tracking pixels verified with respective debuggers
  • All email sequences tested with test email addresses
  • All social accounts accessible and branded
  • First blog post reviewed for SEO and accuracy
  • Demo request form includes "how did you hear about us?" field
  • Privacy policy linked on all forms
  • Mobile responsiveness checked on all key pages
  • Page speed tested on homepage and blog (target: <3 seconds)