Relaunch guide

Keep old addresses. Start fresh.

A checklist for owners of small websites. It shows what to do before, on and after launch day so that old addresses, enquiries and visibility do not lead nowhere.

Most relaunch checklists are written for SEO teams running large websites. This page walks through the process for websites with a manageable number of pages, including a concrete example of a redirect plan. It is based on Google's documentation on site moves, not on estimates.

The process: before, launch day, week 1, months 1 to 3

Whether a relaunch works out is usually decided during preparation, not on launch day. Beforehand, you record all existing URLs, key content, forms and tracking. On launch day, the redirects are activated, the staging block is removed and the new sitemap is submitted in Search Console. In the first week, you check redirects, forms and reported errors. In the following months, you monitor visibility and enquiries. Ranking fluctuations are normal after a move, and Google says so too. Assess them with data instead of rushing to rebuild the site.

Before: URL list, content inventory, access to domain, hosting and Search Console
Launch day: 301 redirects live, noindex removed, sitemap submitted
Afterwards: check error reports, forms and incoming enquiries regularly

The redirect plan: old URL, new URL, checked

A redirect plan is a simple table with five columns: old URL, new URL, type, status and date checked. One row might look like this: /services/bathroom-renovation.html leads to /bathroom-renovation/, type 301, status active, checked after launch. Google recommends exactly this kind of mapping from old to new, plus permanent server-side redirects and no chains across several hops. Do not send everything to the homepage. Each old page needs the new page that matches its content. Otherwise visitors cannot find what they were looking for, and search engines cannot map the pages properly.

301 for permanent moves, 302 only for temporary redirects
According to Google, keep redirects in place for at least one year
Redirect pages without a successor to the closest topic, or deliberately end them with 404 or 410

What small websites often forget

Many checklists only cover regular pages. On small websites, though, enquiries often depend on details. PDFs such as price lists or menus are linked directly and need their own redirects. Image URLs often change with the new system. The website address in your Google Business Profile must point to the right page. When changing domains, the email settings (MX records) must not get lost, or messages will stop arriving. After launch, test forms and tracking with a real enquiry. And the noindex block from the staging site must not carry over to the live site.

Include PDFs, downloads and important images in the redirect plan
Check your business profile, directories and social media profiles for new URLs
Back up MX records before a domain change and test them afterwards

Who does what, and what to expect

As the owner, you provide access to your domain, hosting, Search Console and business profile. You also decide which content stays. The agency creates the redirect plan, sets up the redirects on the server, checks forms and tracking and monitors Search Console after launch. A serious relaunch does not promise a specific ranking. It makes sure visitors and search engines can find every old address again. If you would like to hand the relaunch over, you will find our approach on the Website Relaunch page. For an assessment of your current website, start with the free Website Check.