Website Migration Checklist: How to Migrate Without Losing SEO & Leads

Your website is one of your most valuable business assets, but what happens when it’s time for an upgrade? Whether you’re switching to a new CMS or overhauling your site’s structure, website migration can feel like a high-stakes move. If mishandled, it could disrupt your SEO, frustrate users, and hurt lead generation. The good news? With the right partner and priorities, you can transition smoothly and position your business for long-term growth.

This checklist is designed to help you understand what to look for in a migration service, address common concerns, and make informed decisions without losing the leads and rankings your business relies on.

Why Website Migration Matters

A website migration isn’t just about moving your site to a new platform — it’s an opportunity to solve critical issues, streamline functionality, and set the stage for growth. Whether you’re switching to a modern CMS like HubSpot or enhancing site performance, a successful migration can:

• Improve your website’s speed and user experience.
• Preserve or boost search engine rankings.
• Enable advanced features and integrations.
• Support scalability as your business evolves.

However, these benefits don’t happen automatically. The right migration process ensures your website not only maintains its current success but becomes a stronger driver for leads and revenue.

1. Prioritizing SEO Preservation

What to Look For in a Partner

SEO is the lifeblood of your website traffic. During migration, changes to URLs, page structures, and metadata can easily disrupt rankings if not handled properly. A skilled migration partner will:

• Create a Comprehensive URL Map: Ensuring old URLs are redirected to their new counterparts using 301 redirects.
• Preserve Metadata: Retain title tags, meta descriptions, and header structures to maintain search engine visibility.
• Audit Before and After: Conduct SEO audits to benchmark rankings and resolve potential issues.
  
  

Why It Matters

Losing SEO rankings means losing visibility, traffic, and ultimately, leads. A partner who understands the intricacies of SEO ensures your website doesn’t skip a beat during the migration process.

2. Protecting Lead-Generation Tools

What to Look For in a Partner

Your forms, CTAs, and automated workflows are key to capturing leads. These tools must transition seamlessly to your new CMS, or you risk losing opportunities.

Key considerations include:

• Testing and Validating Forms: Ensuring forms work correctly and capture data accurately.
• Preserving CTA Functionality: Maintaining visually compelling and strategically placed CTAs.
• CRM Integration: Ensuring lead data flows seamlessly into systems like HubSpot or Salesforce.
  
  

Why It Matters

Lead-generation tools are at the heart of your sales funnel. A migration partner who prioritizes these features keeps your pipeline intact.

3. Enhancing User Experience

What to Look For in a Partner

Your new website should feel intuitive, fast, and responsive — on any device. A migration service focused on user experience will ensure:

• Flawless Mobile Optimization: A responsive design that works seamlessly on all devices.
• Intuitive Navigation: Clear menus and pathways that help users find what they need quickly.
• Fast Load Times: Optimized images, code, and hosting for a smooth browsing experience.
  
  

Why It Matters

If users encounter broken links, confusing layouts, or slow pages, they’ll leave. Prioritizing user experiences not only retains visitors but builds trust in your brand.

4. Accurate and Secure Data Migration

What to Look For in a Partner

Your website holds valuable content, customer records, and performance data. Losing or corrupting this data during migration can disrupt operations. A capable partner will:

• Backup and Verify: Securely back up all data before the migration.
• Ensure Content Integrity: Safeguard blog posts, images, and multimedia.
• Migrate Databases Safely: For eCommerce sites, ensure customer and order data transition without errors.
  
  

Why It Matters

Preserving your website’s content and data ensures continuity in customer engagement and operational workflows.

5. Supporting Analytics and Tracking

What to Look For in a Partner

Post-migration analytics are critical for measuring success and identifying areas for improvement. A good migration team will:

• Set up tools like Google Analytics and Google Tag Manager.
• Configure conversion tracking and event tracking.
• Provide insights into post-migration performance metrics.

Why It Matters

With proper tracking in place, you’ll have clear visibility into your website’s performance and opportunities for optimization.

Ready to Make the Move?

Website migration is more than a technical process — it’s an opportunity to elevate your business. By choosing the right partner and focusing on what matters most, you can navigate the transition confidently without losing SEO rankings or valuable leads.

Take the first step toward a better website. Download our “26 Must-Haves in a Website Redesign” guide to learn what makes a website truly perform.

Make your migration a turning point for success — your next opportunity awaits.