Inventory the Existing Website
Create a list of indexable URLs, page titles, important internal links and the content each page is responsible for. Search Console, analytics and backlink data can help identify pages that deserve special attention, but even low-traffic pages may contain information customers rely on.
Decide What to Keep, Merge, Rewrite or Remove
Do not delete a page simply because the visual design is old. Ask whether the topic is still useful and whether the URL has search history or external links. Weak pages can often be consolidated into a stronger page with a clear redirect from the old address.
Map Redirects Before Launch
Every removed or changed URL should have a planned destination where a relevant replacement exists. Avoid sending everything to the homepage. A redirect should help both the user and search engine find the closest equivalent content.
Protect Conversion Paths
- Keep phone numbers, forms and booking links accurate
- Test thank-you and error states
- Preserve important tracking where required
- Check mobile buttons and sticky navigation
- Keep proof and reassurance near important CTAs
Validate the New Site Technically
Check canonical URLs, robots directives, sitemap coverage, heading structure, structured data, image dimensions, accessibility, page speed and internal links. Validate templates before they are copied across dozens of pages.
Monitor the First Weeks After Launch
Crawl the live site again and watch for 404s, redirect chains, indexing changes and form problems. Search engines need time to process a migration, so the goal is not to panic at every daily fluctuation but to fix clear technical mistakes quickly.