Services / Websites & Conversion / Website Relaunch
Relaunch without SEO loss , without weeks of downtime.
A relaunch is the riskiest marketing move of the year. I run the pre-launch audit, SEO mapping and a phased cutover, so rankings don't crash and no customer journey breaks.
SEO protection
Complete URL mapping, 301 redirects, schema migration. Rankings stay — even with a domain change.
Tracking stays
GA4 property, conversion setup and server-side container are ported 1:1. No data gaps after the cutover.
Phased cutover
Step by step instead of big bang. First detail URLs, then hub pages, then the homepage — each phase with a rollback plan.
What you can book
Six building blocks, individually or as a package
Pre-launch is the most important part. Whoever doesn't work cleanly here spends weeks repairing after launch.
Pre-launch audit
SEO status, top URLs, schema inventory, traffic paths, tracking status. Output: baseline report.
URL & SEO mapping
1:1 redirect map old ↔ new, schema transfer, hreflang plan, sitemap migration. Output: mapping sheet.
Content migration
Inventory audit, content cleanup, image optimisation, meta-tag updates. Output: migrated library.
Build & setup
New platform (CMS choice, Next.js, headless), performance optimisation, schema implementation.
Cutover & rollback
Phased cutover plan, pre-launch checklist, rollback strategy, DNS-switch timing.
Post-launch monitoring
8-week support with ranking tracking, GSC anomaly checks, traffic distribution. Emergency escalation path.
How do we differ?
Three ways to run a relaunch
A classic web agency rebuilds without seeing the SEO consequences. An SEO specialist delivers docs without a build. I combine both.
| Web agency Classic site builder | SEO specialist Sistrix/Searchmetrics consultant | Truong Suarez SEO + build from one hand | |
|---|---|---|---|
| SEO preparation | Rarely mandatory, often added later | Detailed docs, no build | Mapping + build in the same workflow |
| Cutover strategy | Big bang (weeks of downtime) | Theoretical, often without an operations team | Phased cutover with rollback plan |
| Tracking migration | Often a tracking gap after launch | Rarely in scope | Server-side GTM + CAPI within the migration |
| Post-launch support | Bug-fix phase, then done | Monitoring reports | 8 weeks of active support with an escalation path |
| Best phase | Brand refresh without SEO risk | In-house dev team available | A site with relevant rankings that must not be lost |
Comparison based on publicly available information, as of 2026. If your situation would be better served elsewhere, I'll tell you so in the intro call.
How we work
Five phases, one point of contact
The pre-launch audit is the anchor. Without it, the relaunch drifts.
Pre-launch audit
SEO, tracking, content, performance status. Output: baseline + risk map.
Mapping & plan
URL map, cutover plan, rollback strategy, stakeholder sync.
Build & migration
New platform, schema transfer, tracking setup, staging validation.
Cutover
Phased launch, DNS switch, redirect validation, sitemap submission.
Stabilisation
8 weeks of ranking monitoring, GSC anomaly checks, fine-tuning.
Stack
What we work with
No black-box tools. Everything we use, you can run yourself — if you want to.
Audit / Crawl
- Screaming Frog
- Sitebulb
- Google Search Console
- Sistrix
Mapping / Docs
- Google Sheets
- Notion
- Linear (tickets)
- Loom (sync)
CMS / Build
- Next.js + headless CMS
- WordPress (classic)
- Webflow / Framer
- Custom (very rarely)
Tracking / Performance
- GA4 + server-side GTM
- Meta CAPI
- Core Web Vitals (Lighthouse)
- Cloudflare Analytics
Recommended entry point
Two paths, depending on where you stand
An existing-site relaunch (same brand, new site) or a complete rebuild (brand + site)? That changes the audit focus.
For you if
Relaunching an existing site
You have a site with relevant rankings, existing traffic and tracking. All of it should stay; the design and the platform change.
7–10 days · report + 60-min call
Core Audit / Renew existing
- – SEO status + top-URL baseline
- – Tracking migration plan
- – URL mapping documentation
- – Cutover strategy + rollback plan
For you if
Building completely new (brand + site)
You're starting with a new brand, new domain or a completely different platform. Little or no legacy to save — which calls for a concept rather than just a diagnosis.
7–10 days · report + 60-min call
Core Audit / Build new
- – Market & competitor cut
- – IA + sitemap concept
- – CMS & tech-stack recommendation
- – Tracking setup plan
Not sure? The symptom triage on the audits page helps you choose. The audit fee is credited toward a follow-up project.
When this becomes relevant
Typical starting points
Three recurring situations where a website relaunch is the right tool.
SEO protection
Relaunch without SEO loss
Pre/post-launch checklists + migration mapping so rankings survive the switch.
GEO/LLMO
Visible in LLM answers
How to build GEO/LLMO structures straight into the relaunch instead of retrofitting them later.
Launch
Launch with landing pages
When the relaunch coincides with a product or market launch — how landing pages and the cutover interlock.
FAQ
What clients often ask before the first collaboration
When is the right time for a relaunch?
When maintenance costs rise exponentially, the CMS accumulates technical debt, or performance data shows that conversion paths no longer fit. A brand refresh alone is rarely a reason — it usually leads to expensive cosmetic updates without function.
How do we minimise the SEO risk?
Pre-launch: a complete URL map (old URL → new URL) with 301 redirects, Schema.org transfer, hreflang plan, sitemap migration. Post-launch: a daily GSC check for 4 weeks, anomaly escalation within 24h. A realistic ranking dip in month 1 is 5–15%, stabilising in months 2–3.
How long does a relaunch take?
For a site with 100–500 pages: 12–20 weeks end to end. Pre-launch audit 2 weeks, mapping + plan 2 weeks, build + migration 6–10 weeks, cutover 2 weeks, stabilisation 8 weeks. Shorter for smaller sites accordingly.
Who from our team should be involved?
Mandatory: marketing/SEO lead (decisions on content, rankings, KPIs), tech lead/IT (DNS, hosting, data protection). Ideally: sales lead (customer-journey impact) and customer success (knows the pitfalls from the user's perspective).
Do you handle design + build or only the tech part?
Both are possible. If you have a design agency, I take over the tech/SEO/tracking part and work with their Figma files. If you want everything from one hand, I also take the design lead — for complex brand projects I bring in specialised brand designers.
Let's talk
Three paths — depending on where you are.