Web Development
How to rebuild a B2B website without losing pipeline.
A redesign can improve positioning, performance and conversion while quietly removing the pages and signals that already create demand. Treating migration as an engineering, search and measurement project—not only a visual project—protects the value the old site has earned.
Freeze the baseline before changing anything
Export every indexable URL, landing-page conversion path, organic query group and meaningful backlink before development begins. Record analytics definitions and CRM attribution rules as well as traffic numbers.
This baseline becomes the acceptance test for the migration. Without it, teams discover losses after the new site has already replaced the evidence needed to diagnose them.
Build a page-level migration map
Every existing URL needs an explicit decision: preserve, consolidate, redirect or retire. High-value pages should retain their intent, core copy, metadata, internal links and structured data unless research supports a deliberate change.
- Map each old URL to one final destination—never a redirect chain.
- Preserve canonical and indexation rules intentionally.
- Move internal links directly to their new destinations.
- Keep analytics events and CRM fields stable through launch.
Release with a monitoring window
Crawl staging before launch, then crawl production immediately after it. Monitor server errors, redirect coverage, indexation, Core Web Vitals and form delivery daily during the first two weeks.
A good launch plan names the owner and rollback path for every critical failure. That turns migration risk into a managed release process instead of a hopeful handover.