PIPELINEGuide
Website Relaunch: Process, approach, and what you need to contribute
The process for website relaunch from the first question to ongoing operations — including what you need to provide to make it work.
A website relaunch project runs in 4 steps: from “Analysis” to “Switch and monitor,” 5 to 10 weeks total. Each step ends with clear approval before the next begins.
01 — Process
The steps in detail
Analysis
Which pages bring visitors, which search terms, which inbound links.
Plan structure
New structure with mapping of every old URL. That's the core, not the design.
Build
New site is built in parallel, the old one stays online until the end.
Switch and monitor
Migration with redirects, followed by four weeks of close monitoring.
02 — Participation
What we need from you
- A contact person who can make decisions — not just forward them.
- Access to the affected systems, in time and not on launch day.
- Real examples from daily business — the messier, the more useful for testing.
- Two to four hours for coordination, distributed over the project duration.
- An answer to the question of what success means. Without it, nothing can be assessed afterward.
03 — Scope
What's included
- Inventory: which pages bring visitors and inquiries today
- Complete redirect list from old to new, verified before going live
- Migration of content that works, instead of rewriting everything
- Technical improvements in loading time, structure, and accessibility
- Measurement before and after the migration, so changes are visible
- Monitoring the first weeks with adjustments where pages drop in ranking
04 — Questions
Frequently asked questions
What happens to our existing Google Business Profile?
It remains untouched as long as the website address doesn't change. If the domain changes, the link stored in the profile needs to be updated — we take care of that.
Can we switch over gradually?
For larger sites, yes — section by section. It takes longer but spreads the risk and cost.
When is a relaunch overdue?
When the site doesn't work on mobile, the content management system no longer receives security updates, or you can't change content yourself. A merely outdated appearance is the weakest reason of all.
Do we have to go offline during the relaunch?
No, the old site stays online until the switchover day. The change happens on a set date, usually outside business hours, and typically takes only a few minutes.
Should we carry over all content?
No. Pages that bring neither visitors nor serve a purpose are removed — that makes the site clearer and the remaining pages stronger. What brings visitors is carried over and improved.
Will we lose Google rankings with a relaunch?
Only if you do it wrong. Short-term fluctuation over two to four weeks is normal, a lasting drop is not. The cause is almost always the same: missing or incorrect redirects. We create the list before the move and check it afterward.
Is a relaunch worth it if we're renaming soon anyway?
Not in that order. Clarify the renaming first, then relaunch — otherwise you build a site that needs adjustment again shortly after.
05 — Decision
How to move forward
The most affordable next step is a conversation, not a quote. Twenty minutes is usually enough to clarify whether a project makes sense, what scope it involves, and whether we're the right fit.
If we're not, we'll say so. An honest no costs less than a project you abandon after three months — for both sides.
06 — Next
Related pages
- Website relaunch — Overview
- Website Relaunch — Small Businesses
- Website Relaunch — Measuring Success
- Website Relaunch — Costs
- Website relaunch — Funding
- Website relaunch — Checklist
- Website relaunch — Alternatives
- Website Relaunch — Risks
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Next step
Initial assessment, no obligation.
Briefly describe what you need. You'll get an honest answer about what's realistic and what it will roughly cost.