Backing Up Your Old Website
Before you consider launching the new site, make sure you have a full backup of the old one! This will serve as a safety net should something go wrong and ensure that no valuable data gets lost during the transition process.
Content Backup
Begin by archiving all your website's content, including text, images, videos, and downloadable files. This process ensures that you have a copy of all the information that has made your current site valuable to your audience.
Database Backup
If your website uses a database (which will be the case if you have a Content Management System), create a full database backup. This will contain the data that comprises your current site’s posts, pages, comments and user information.
Server Configuration Files
Don't forget to back up important server configuration files, such as the .htaccess file which contain crucial settings for your website's functionality and security.
Analytics and SEO Data
Export any analytics data and SEO settings you've accumulated over time. This information will be invaluable for maintaining continuity in your digital marketing efforts.
A sitemap showing your all the URLs of pages on your existing site will be particularly useful as you may rely on this later when managing 301 redirects.
Email Accounts and Settings
If your website hosting includes email services, ensure you have backups of all email accounts, contact lists, and email settings.
By meticulously backing up these elements, you create a safety net that allows you to revert to your old site if unforeseen issues arise during the launch of your new one.
Testing Your New Site
Before going live with your new website, thorough testing is essential to ensure a smooth user experience and minimise post-launch issues.
Functionality Testing
Verify that all features and interactive elements on your new site work as intended. This includes contact forms, search functionality, shopping baskets and checkouts (if applicable) as well as any custom features unique to your business.
Cross-Browser Compatibility
Test your new website across various web browsers (Chrome, Firefox, Safari, Edge) and their different versions to ensure consistent performance and appearance. Be sure to test your site on a Windows PC as well as on a Mac.
Mobile Responsiveness
Typically, mobile traffic accounts for a significant portion of web visits. Unless you know that your audience will not use a mobile device to access your site, ensure that it is fully responsive and functions well on various devices and screen sizes.
Performance Testing
Conduct load time tests and optimise where necessary. A fast-loading website is crucial for user experience and search engine rankings. Use Google’s PageSpeed Insights tool to test your current site so that you have a benchmark against which you can measure the performance of your new site.
Security Checks
Implement and test all security measures, including SSL certificates, form validation, and protection against common vulnerabilities like SQL injection and cross-site scripting (XSS).
Content Review
Carefully review all content for accuracy, formatting and broken links. This is also an opportunity to update any outdated information.
User Testing
If possible, conduct user testing with a select group to gather feedback on the new site's usability and overall experience.
Staging the Launch
A well-planned launch strategy will significantly reduce downtime and ensure a smooth transition from your old site to the new one.
Choose the Right Time
Select a launch time when website traffic is typically low. This often means scheduling the switch during off-hours or weekends.
Inform Stakeholders
Communicate the impending change to all relevant parties, including employees, clients and partners. Consider creating a landing page on your old site to inform visitors about the upcoming change.
Prepare a Launch Checklist
Develop a comprehensive checklist of all tasks that need to be completed during the launch process. This should include steps for backing up the old site, uploading new files, updating DNS settings and implementing redirects.
Set Up a Staging Environment
Before going live, set up a staging environment that mimics your production server. This allows for a final round of testing in a setting that closely resembles your live environment.
Plan for Rollback
Despite best efforts, issues may arise. Have a rollback plan ready to quickly revert to your old site if necessary.
Managing Technical Details
Attention to technical details during the launch process is crucial for maintaining SEO value and ensuring a seamless user experience.
301 Redirects
Implement 301 redirects for all old URLs to their corresponding new pages. This step is crucial for preserving SEO value and ensuring that users (and search engines) can find content at its new location.
Here's an example of how to set up a 301 redirect in an .htaccess file:
Redirect 301 /old-page.html https://www.yournewdomain.com/new-page
Update XML Sitemap
Generate a new XML sitemap for your website and submit it to search engines through their webmaster tools. This helps search engines discover and index your new pages quickly.
Robots.txt File
Review and update your robots.txt file to ensure search engines can properly crawl your new site structure.
Update External Links
If possible, update any high-value external links pointing to your old site. Reach out to partners or other websites that link to you and provide them with the new URLs.
Google Analytics and Search Console
Update your Google Analytics tracking code on the new site and verify your new site in Google Search Console. This ensures continuity in your analytics data and helps monitor how search engines interact with your new site.
SSL Certificate
Ensure your SSL certificate is properly installed on the new site to maintain secure connections and avoid any browser warnings that could deter visitors.
DNS Changes
If you're changing domains, carefully manage the DNS changes. Remember that DNS propagation can take up to 48 hours, so plan accordingly.
Ideally, you might reduce the Time To Live (TTL) on affected DNS entries to help reduce the overall time that propagation can take. Once your new site is live, tested and working correctly, you can increase the TTL to an optimal number for DNS performance.
Post-Launch Monitoring and Optimisation
The work doesn't end once your new site is live. Continuous monitoring and optimisation are key to long-term success.
Monitor Website Performance
Keep a close eye on your website's performance metrics, including load times, bounce rates and conversion rates. Address any issues promptly.
Check for 404 Errors
Regularly review your server logs for 404 (Not Found) errors. These could indicate missed redirects or broken links that need attention.
SEO Performance
Monitor your search engine rankings and organic traffic. It's normal to see some fluctuations initially, but significant drops may require investigation and adjustment of your SEO strategy.
Gather User Feedback
Encourage feedback from your users about the new site. This can provide valuable insights for further improvements.
Continuous Updates
Keep your new website's content fresh and relevant. Regular updates not only serve your audience better but also signal to search engines that your site is active and valuable.
Launching a new website is a complex process that requires careful planning, execution and ongoing management.
By following these steps – from comprehensive backup to meticulous testing, strategic launch planning and post-launch optimisation – you can ensure a smooth transition that preserves your digital assets, maintains your SEO value and provides an improved experience for your users.
Remember, the launch of your new site is not the end of the journey, but rather the beginning of a new chapter in your online presence.
