Situations
Website migration
How do we redesign the site without losing what we have?
Migrations rarely fail on the technical redirect list. They fail when the new architecture is designed around internal structure rather than around what people search for.
How it shows up
- A redesign, replatform or domain consolidation is scheduled.
- The new information architecture reflects your org chart more than your market.
- Search was invited into the project after the wireframes were signed off.
- A previous migration cost traffic that never fully came back.
What we look at first
- The architecture: whether the new structure matches how the market actually looks for you.
- Content inventory: what earns its place on the new site, and what should not survive the move.
- The redirect map, tested before launch rather than patched after it.
- What to measure in the first eight weeks, and what a normal dip looks like.
Start with what the market can see.
A conversation is enough to know whether there is a gap worth closing.