Website Relaunch Checklist: Everything You Need to Know

A website relaunch is one of the biggest projects a business can undertake. Done right, it boosts your brand, improves conversions, and strengthens your SEO. Done wrong, it destroys your rankings and wastes months of work.

At Alpboost, we have guided numerous Swiss businesses through successful relaunches. This checklist covers everything you need to plan, execute, and verify.

Before the Relaunch: Planning Phase

Audit Your Current Site

Before building anything new, understand what you have:

• Traffic analysis: Which pages get the most visitors? These are your most valuable assets.
• Conversion data: Which pages generate leads or sales? Do not lose them.
• SEO rankings: Which keywords rank well? Protect these positions.
• Content audit: Which content is outdated, redundant, or missing?
• Technical issues: What problems does your current site have that need fixing?

Define Clear Goals

Why are you relaunching? Common reasons include:

• Outdated design that no longer reflects your brand
• Poor mobile experience
• Slow loading times
• Low conversion rates
• New business direction or offering

Write down specific, measurable goals for the new site. "Better design" is not a goal. "Increase lead form submissions by 30%" is.

Map Your URL Structure

This is critical for SEO. Create a complete list of all existing URLs and map them to the new structure:

• Every old URL needs a destination (new page or 301 redirect)
• Keep high-performing URLs unchanged if possible
• Plan redirects for any URL that changes

Missing redirects cause 404 errors, which frustrate users and destroy your search rankings.

During the Relaunch: Execution Phase

Content Migration

Do not just copy-paste old content:

• Rewrite and improve key pages
• Update outdated information
• Optimize content for target keywords
• Ensure all internal links point to the correct new URLs
• Check that all images are properly migrated and optimized

Technical Setup

Get the technical foundation right:

• SSL certificate properly configured
• Mobile responsiveness tested on multiple devices
• Page speed optimized from the start
• XML sitemap generated and ready to submit
• Robots.txt configured correctly
• Analytics and conversion tracking installed
• Cookie consent banner functioning properly

SEO Preservation

Protect your search rankings:

• Implement all 301 redirects before going live
• Keep title tags and meta descriptions for high-ranking pages
• Maintain your internal linking structure
• Preserve schema markup and structured data
• Set up a staging environment that blocks search engines (noindex, password)

After the Relaunch: Verification Phase

The work does not stop at launch. The first weeks are critical:

Day 1 Checks

• All pages load correctly without errors
• All redirects work as planned
• Forms and CTAs function properly
• Analytics tracking fires correctly
• Mobile experience is flawless

First Week

• Submit new sitemap to Google Search Console
• Monitor for crawl errors and 404s
• Check that key pages are being indexed
• Verify conversion tracking with real leads
• Test load times under real traffic conditions

First Month

• Compare traffic to pre-relaunch baseline
• Monitor keyword rankings for changes
• Review user behavior (bounce rate, time on site, pages per session)
• Fix any remaining 404 errors from Search Console reports
• Gather user feedback and make adjustments

Conclusion: Plan Thoroughly, Execute Carefully

A website relaunch is a significant investment in your business. The difference between success and failure lies in the planning. Take the time to audit your current site, define clear goals, and create a detailed redirect map.

Do not rush the process. A delayed but well-executed relaunch beats a quick but sloppy one every time.

Planning a website relaunch? Book a free consultation and we will help you plan a relaunch that strengthens your online presence.