Short answer: A relaunch is a move, not a new coat of paint
During a relaunch, everything rarely stays the same: URLs, content, technology, tracking and sometimes even the domain change. This is exactly where the typical problems arise - rankings fall because redirects are missing, forms no longer send emails or old backlinks are lost. The solution is not a single measure, but a sequence: first inventory, then migrate, then test, only then go live.
1. Goals and inventory
A relaunch without a clear goal quickly becomes expensive. Before the first draft, it should be clear what the new website should do better: more requests, better findability, faster loading times, a more modern design or a simpler CMS. The scope depends on that.
- ✓ Why are we relaunching? Write down the problem, goal and success criteria.
- ✓ Measure baseline: Accesses, requests, most important pages, rankings and conversion paths.
- ✓ Check Search Console: Indexed pages, 404s, redirects and core web vitals.
- ✓ Inventory pages: any URL with content, traffic, backlinks and future destination URL.
- ✓ Document technology: CMS, plugins, forms, interfaces, hosting, DNS and mail.
Tool tip: The SEO check shows the technical basis of the current website; the Search Console provides the real URL and search data.
2. Content and page structure
When relaunching, the temptation is to rewrite everything and simply let old pages disappear. It is better to make a conscious decision per URL: keep, merge, replace or delete. Every decision needs a destination URL.
| Old URL | decision | New URL / Action |
|---|---|---|
| /leistungen/webdesign | behalten | /leistungen/webdesign |
| /homepage | Bringing together | / → 301 |
| /alte-kampagne | ersetzen | /neue-kampagne → 301 |
| /spam-altlast | Delete | 410 Gone |
Important: Not every old URL on the homepage is routed in general. A 301 to the content next page is more understandable for users and search engines. Real legacy loads without value can deliver 410; existing backlinks and rankings must be checked beforehand.
3. Technology and data
Before launch, you need a test environment, a full backup, and a clear rollback plan, which includes more than just a database dump: forms, uploads, configuration, DNS, and mail access must be known.
Run a new website on a test domain or protected subdomain.
Back up files, database and relevant services; Test recovery once.
Check recipients, SMTP, spam filters, confirmation emails and error cases.
Test CRM, newsletter, booking, shop, analytics and interfaces.
Lower TTL before switching, check certificate and redirects.
Monitor uptime, error logs and form receipts after launch.
4. SEO during relaunch
When relaunching, SEO doesn’t just start after the launch. The most important points can be prepared beforehand and checked afterwards. Clear URLs, appropriate redirects and content that retains its purpose are crucial.
- ✓ URL mapping: alte URL → neue URL, inklusive 301-Status.
- ✓ Canonicals: Each page points to the correct, indexable URL.
- ✓ Titles & Descriptions: Unique per page, no empty or duplicate meta data.
- ✓ Headings: It's just an H1, a logical H2/H3 structure.
- ✓ Internal links: Important pages remain accessible; no links to old URLs.
- ✓ Sitemap & robots.txt: Only indexable pages in the sitemap, no noindex pages.
- ✓ Structured data: Check organization, service, FAQ and articles again after launch.
After launch: Check sitemap in Search Console, observe 404 report and do not force mass indexing. Real content changes and clean internal links are more important than short-term requests.
5. Performance and accessibility
A new website should not only look good, but also be fast and easy to use. Before launching, check the core web vitals, the most important pages on the smartphone and the keyboard operation. Accessibility is also a growing requirement for many companies - contrast, alternative text and form labels are a good start.
6. Law and security
A relaunch is a good time to check legally required pages and technical security. This includes the legal notice, data protection declaration, cookie/consent logic and the third parties actually loaded. Email also plays a role: forms and system emails should arrive reliably.
- ✓ Enforce HTTPS, check HSTS and valid certificate.
- ✓ Cookie banners only load what actually corresponds to the consent.
- ✓ Imprint, data protection and GTC update.
- ✓ Send form mails with SPF, DKIM and DMARC cleanly.
- ✓ Check backups, accesses and admin accounts after launch.
Legal information does not replace legal advice. If you are unsure, contact the relevant authority or legal advice.
7th launch day: the final test
On launch day, a short, clear order counts. It's better to test more than explain later why requests are missing.
The checkboxes are a reminder, not a saved status. For the real launch, keep your own list of people responsible and times.
8. After launch: 24 hours, 7 days, 90 days
After the launch, the actual observation begins. Short-term fluctuations are possible; It is important to recognize patterns and correct technical errors immediately.
Check uptime, forms, 404s, SSL and the most important redirects.
Compare Search Console reports, traffic, conversion paths and error logs.
Assess rankings, queries and core web vitals; Sharpen content and internal links.
Questions about the website relaunch
That depends on the scope: inventory, new structure, design, implementation, migration and testing take several weeks depending on the project. A small relaunch with a few pages is possible faster than a migration with a shop, booking or interfaces. We determine the specific schedule after taking stock – with milestones and buffers for tests.
A relaunch is a new project. For reference: Our website packages start at €990, the complete package at €1,990 and Premium at €2,990. We calculate complex migrations, individual design, SEO support or new functions depending on the scope. You get a fixed price for the agreed standard scope; beyond that, depending on the scope, on request.
Not automatically – but a relaunch is a technical intervention. The biggest risks are missing or incorrect 301 redirects, accidentally removed content, noindex errors, and broken internal links. If the URL structure, content and technology are migrated cleanly, the chances of maintaining visibility are good. Short-term fluctuations are normal; monitor Search Console closely after launch.
No, but all URLs with backlinks, rankings or real traffic should receive an appropriate 301 redirect to the next page in terms of content. Don't redirect everything to the homepage: blanket redirects to the homepage rarely help users and dilute the relevance. Real spam or malware legacy items, on the other hand, can deliberately deliver 410.
Before launch: full backup of files, database and mail/form relevant data, tested recovery, a staging environment and a clear rollback plan. Before the DNS transition, lower the TTL so that changes can be quickly rolled back. After launch, we review forms, redirects, tracking, SSL and the most important business processes.