Think of migration as moving house: pack carefully, label clearly, and don’t lose the keys.
When your company moves from an old website to a new one, it’s not just a design or technical project; it’s a marketing event. A poorly managed migration can hurt SEO, user experience, and even customer trust. Here’s a practical checklist for marketing managers to make sure nothing gets missed.
1. Redirect Strategy (301 Redirects)
- +Map old URLs to new ones.
- + Use 301 redirects to preserve SEO value.
- + Test redirects before launch.
2. Update & Submit XML Sitemaps
- +Generate a fresh sitemap.
- +Submit it to Google Search Console and Bing Webmaster Tools.
- +Double check that only live, indexable URLs are included.
3. Coordinate with IT & Developers
- +Confirm hosting/server setup is stable.
- +Consider using a CDN for speed and global reach.
- +Ensure SSL certificates are active and valid.
4. Performance & Speed Testing
- +Run PageSpeed Insights and Lighthouse audits.
- +Optimise large images, scripts, and caching.
- +Test both desktop and mobile load times.
5. Accessibility & Compliance
- +Check alt text, ARIA labels, and contrast ratios.
- +Test navigation with screen readers.
- +Confirm compliance with WCAG guidelines.
6. SEO & Analytics Setup
- +Install tracking codes (GA4, Tag Manager, pixels).
- +Reconnect Search Console and verify ownership.
- +Monitor crawl errors and indexing status daily for the first few weeks.
7. Post Launch Monitoring
- +Monitor traffic and rankings for sudden drops.
- +Check for broken links and 404 errors.
- +Run usability tests with real users.
Bottom line
A website migration is like moving into a new office. If you don’t tell people where to go, unpack properly, and set up systems on day one, chaos follows. With the right checklist, you’ll protect your brand, keep SEO intact, and launch with confidence.