Website redesign: URL mapping, redirects and launch checks

Start with URLs and visitor tasks

During a redesign, retain existing URLs that still fit their pages. For each changed URL, choose a corresponding destination in advance. For removed content without a replacement, agree a missing-page response. Test the map on a separate release before launch and compare it with actual server responses after publication.

Separate the visual redesign, platform replacement and URL changes. They may belong to one project, but each needs its own scope and checks. A new design does not by itself require a new domain. A domain change needs a separate migration plan and control of both addresses.

Google warns that visibility may fluctuate during a site move. Technical acceptance and subsequent search performance therefore need separate assessment. Google guidance on site moves

What to collect before estimating a rebuild

URLs and content

Combine URLs from a site crawl, sitemaps, search reports and available analytics. Include PDFs, images and external links to older material. A sitemap alone may not contain every address in use.

Visitor tasks and value

For each important page, record what visitors need to learn or do, the supporting content and their next step. Flag links used in advertising and active email campaigns.

A dated baseline

Retain available landing-page, impression, click and enquiry aggregates for full periods. Record QA filters, dates and limitations. Zero analytics does not establish zero visits.

Approvals

Name who approves page merges and removals, checks copy, controls the domain and accepts the release. Separate launch requirements from later-phase work.

One row for each old URL

The map needs an old URL, a decision, a final URL or response code, a reason, an owner and a check result. The examples below concern one domain. They illustrate decisions and are not a report of a client migration.

/services/ stays at /services/

Keep the URL and a 200 response. Check the approved content, navigation and enquiry route. No redirect is required.

/old-service/ moves to /services/service/

Use a permanent redirect to the corresponding new content. Verify the destination and the absence of redirect loops.

/offer-a/ and /offer-b/ merge into /offer/

First check that the combined page answers both previous visitor tasks. Then approve redirects for the merged content.

/expired-offer/ is removed without a replacement

Agree a 404 or 410 response and a useful error page. Do not send visitors to an unrelated service simply to return 200.

/docs/catalog.pdf is replaced by a new file

Record the actual file URL, its replacement and a download check. Track documents separately from HTML pages.

Google and Yandex recognise HTTP 301 and 308 as permanent redirects. For ordinary pages, the developer chooses and configures the appropriate option for the platform. Temporary redirects serve a different purpose. Google , Yandex

Download the mapping and verification worksheet

What to accept before switching the site

1. Approve the URL map and content version. Important services, cases and files have not disappeared accidentally. The client has decided any disputed removals.
2. Verify every mapping row: retained URLs open, moved URLs reach the expected content and removed URLs return the agreed response. Record any remaining chains and errors.
3. Check canonical URLs, language relationships, navigation and the actual sitemap contents on final pages. Preview addresses must not enter production navigation.
4. Ensure the production release has no accidental indexing restriction. Private and test material must remain protected. Verify these as separate requirements.
5. Check the visitor journey on mobile and desktop: service, evidence and contact. Accept enquiry handling through a separately agreed safe test procedure.
6. Retain a backup, rollback procedure and named release owner. Specify how new enquiries and data will survive rollback rather than being replaced with the older website version.

Acceptance should leave a release version, a checked map, an open-issue list and named owners. “The new design is live” does not replace these records. A visual-only change with unchanged URLs needs a simpler check, but still requires a page inventory.

After launch, separate crawl checks from outcomes

Keep a monitoring log with the date, page, server response, latest crawl, index status and next action. Compare traffic over matching full periods with recorded QA filters. Investigate specific missing pages and failures rather than attributing every fluctuation to the design.

For a site move, Google recommends keeping redirects for an extended period, generally at least a year. If the domain changed, assign responsibility for renewing the old domain and its hosting. Redirects should not disappear automatically when short-term support ends. Guidance and limitations

What to discuss with BYstudio

The initial review is free. Share the existing website, the reason for rebuilding and required functions. We can agree the first phase, URL mapping, enquiry checks and release handover. Scope depends on the current platform, distinct page types and integrations.

• Website development and rebuilding
• How to compare website estimates
• Website handover checklist
• Скилл Строй: a website in the BYstudio portfolio