Record what the current website already earns
Before changing anything, make a list of every page on the existing site and note which ones bring visitors, enquiries or sales. Google Search Console and your analytics tool show which pages and search terms matter most.
Pages that already rank well should keep their useful content on the new site. Removing a page that brings in steady enquiries can undo years of search visibility.
- Export a list of all current page addresses
- Note the top landing pages and search queries
- Save the current page titles and descriptions
- Record current enquiry and conversion numbers for comparison
Plan redirects for every changed address
If a page address changes, set up a permanent (301) redirect from the old address to the most relevant new page. This sends visitors and search engines to the right place and carries over most of the old page’s search value.
Avoid redirecting everything to the homepage. Match each old page to its closest new equivalent, and test the redirects before launch.
Keep the content that answers customer questions
A cleaner design is often a good opportunity to improve content, but do not cut useful detail just to make pages look minimal. Search engines need text that explains what you do, where you work and how to contact you.
Give every page a unique title and description, one clear main heading and links to related pages on the site.
Check the technical basics before launch
Development sites are usually hidden from search engines. Make sure that setting is removed when the new site goes live, because a forgotten noindex tag can remove the whole site from Google.
Check that the site loads quickly on mobile, uses HTTPS everywhere, has a working XML sitemap and shows the right canonical address for each page.
- Remove any noindex or password protection from the live site
- Confirm HTTPS and a single preferred domain
- Generate an XML sitemap and test it
- Install analytics and conversion tracking before launch
Monitor closely for the first few weeks
Submit the new sitemap in Google Search Console after launch and watch for crawl errors and pages reported as not found. Fix broken links and missing redirects as soon as they appear.
Some movement in rankings is normal straight after a redesign. Compare enquiries and traffic with the figures you recorded before launch, and investigate any page that drops sharply.