Start with an inventory, not a redesign
Export your existing URLs, review analytics and search performance, and identify the pages that generate useful enquiries. Capture page titles, descriptions, headings and internal links. A migration plan should protect useful content before visual design begins.
Map every valuable URL
Retain existing URLs where practical. When a URL changes, map it to the most relevant new page with a permanent redirect. Avoid sending every old page to the homepage. Test the redirect map and remove redirect chains before launch.
Make the new site understandable
Use meaningful headings, descriptive internal links, appropriate structured data and accessible HTML. Publish an XML sitemap, check indexing directives and verify canonical URLs. Faster delivery helps usability, but does not replace useful, relevant content.
Treat launch as a checkpoint
Check important pages on mobile and desktop, verify forms and analytics, and monitor crawl errors and search performance after launch. Some fluctuation can occur during a migration; a clear baseline makes it easier to distinguish expected change from a broken implementation.
Put the thinking into practice.
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