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Whether you bring your new web site online with a bang or a whimper can make a big difference to it's initial chances of success. Sites which are community based or orientated often need a 'soft' launch to build up a small following before they can be properly promoted. Sites such as these tend to consist of a lot of user submitted content which needs that extra time to build up into something worthwhile to others. Other types of web site, however, such as online stores or services, do not require that slow build up of customer interaction to launch successfully, and can be promoted as soon as they are complete.
Whichever kind of site you are working with though, they all eventually come to the stage where they are ready for a 'hard' launch. A serious promotional effort to bring them to the fore and establish them properly in their market, and any hard launch campaign needs five key ingredients to be a success.