Website migration that keeps your rankings

Why migrations lose traffic

Most migrations that go wrong fail in the same few places. URLs change and nobody writes redirects for them. Page titles and meta descriptions get left behind because they lived in a plugin. Blog posts move over but their images, alt text and internal links do not. Structured data disappears because the old theme generated it quietly. Then the site launches on a Friday, rankings slide over the next fortnight, and nobody can say which change caused it.

None of this is hard to prevent. It just needs to be planned before the new site is built, not discovered after it launches.

Our website migration process

1. Crawl and baseline. We crawl your current site and pull the pages that matter from Search Console and analytics: the ones with traffic, rankings, conversions or backlinks. That list becomes the checklist the new site has to satisfy.

2. Map every URL. Each old URL gets a destination: the same path where possible, a new path with a 301 where the structure improves, or a deliberate retirement where a page no longer earns its place. Nothing is left to a catch-all redirect to the homepage.

3. Rebuild content as structured data. Blog posts, case studies, team members and resources become CMS collections with proper fields, not pasted HTML. This is where most of the long-term value comes from: your team can publish without breaking layouts, and every page gets consistent metadata.

4. Carry over and improve the SEO layer. Titles, descriptions, canonicals, Open Graph tags and schema are moved across, and fixed where they were thin or duplicated. We also check image sizes, heading structure and Core Web Vitals, since a migration is the cheapest moment to improve them.

5. Test on staging. Before DNS moves, we run the full redirect map against staging, crawl the new site for broken links and missing metadata, and compare it against the baseline from step one.

6. Launch and watch. Launch happens early in the week, in a fixed order, with a rollback plan. For the following 30 days we watch Search Console, fix stray 404s and check that your key pages hold their positions.

Choosing where to move

We are not tied to one platform, so the recommendation depends on your team:

• Webflow when marketers want to build and edit pages visually, with a mature CMS and hosting handled for you.
• Framer when speed of design iteration matters most and the site is lighter on CMS content.
• Astro or Next.js when performance, complex integrations or version-controlled content outweigh visual editing.

Our Webflow vs. Astro comparison goes deeper on the trade-offs, and our SEO website migration checklist shows the steps we follow in more detail.

What you get at the end

A faster site on a platform your team can actually use, every important URL still working, metadata and schema in better shape than before, and a month of monitoring to prove nothing slipped. You own the new site, the accounts and the content from day one.