What Information to Prepare Before a Website Redesign Launch
Redesigning an old website is not simply replacing pages; it is a systematic upgrade. Before the official launch, operations staff need to have all types of information ready to ensure a smooth process and manageable risks. Below, we outline the core information suitable for inclusion in the launch process document, organized by key stages of the redesign workflow.
Phase 1: Information Collection During the Planning Stage
This step determines the direction and scope of the redesign. The information to organize includes:
- Existing Website Issue List: Record specific issues such as slow loading, high bounce rates, poor conversions, and outdated content. These serve as key points to address in the redesign.
- Target User Personas and Search Intent: Clearly define the primary audience after the redesign, the keywords they search for, and the information they seek. This directly influences content strategy and section planning.
- Competitor and Industry References: Compile 3-5 excellent websites in the same industry, analyzing their section structures, page layouts, and content organization. Learn from their strengths without copying them directly.
Phase 2: Content Organization and Section Planning Information
Content migration is the most error-prone part of a website redesign. The information needed in this phase includes:
- Full Site Page List (Old Version): List all old pages to be retained, deleted, or merged. For each page, note the current URL, click volume, indexing status, and whether it has external links.
- New Section Structure Tree: Replan section hierarchy and page naming based on user needs, ensuring a clear URL structure with no more than three levels of depth.
- Content Mapping Table: Map old pages to new pages, indicating which content will be directly migrated, which needs rewriting, and which will be discarded.
Phase 3: Functional and Interaction Testing Information
Before launch, critical functions must be tested. Test cases and result records are essential parts of the launch process:
- Core Function Test Checklist: Includes form submissions, search functionality, navigation links, button clicks, and responsive design.
- Browser Compatibility List: Test display effects on major browsers such as Chrome, Edge, Safari, and Firefox.
- Mobile Responsiveness Check: Verify page layout, font sizes, button spacing, and loading speed on mobile devices.
Phase 4: Server and Technical Configuration Information
Technical information to record includes:
- 301 Redirect Rules Table: One-to-one mapping from old URLs to new URLs. No redirect should be missed, as this can cause 404 errors and loss of link equity.
- Sitemap Update: Generate a new XML sitemap and submit it to search engines.
- SSL Certificate and Security Configuration: Ensure HTTPS access works correctly with no mixed content warnings.
- Backup Plan: Perform a full site backup (including database and files) before launch to facilitate rollback if needed.
Phase 5: Launch Execution and Checklist
On the official launch day, check each item as follows:
- DNS Resolution Check: Ensure the domain correctly resolves to the new server IP.
- Full Site 404 Check: Use a crawler tool to scan the site and confirm no broken links exist.
- Key Page Content Verification: Verify text, images, and links on important pages such as the homepage, core section pages, contact page, and about us page.
- Analytics Script Confirmation: Ensure tracking codes (e.g., Baidu Analytics, Google Analytics) are installed and reporting correctly.
Reminder: Continuously monitor server logs, access speed, and error rates for 48 hours after launch. If anomalies are detected, roll back or fix them promptly.
Phase 6: Post-Launch Review and Optimization Information
Completion of the redesign does not mean the end. Collect the following information for ongoing optimization:
- Pre- and Post-Launch Data Comparison: Compare changes in traffic, bounce rate, average session duration, and conversion rate.
- User Feedback Collection: Gather feedback through online customer service, surveys, or user behavior recordings to understand the new site experience.
- Ongoing Content Update Plan: Develop a monthly content update schedule based on the new section structure to keep the site active.
The information checklist across these six phases covers everything needed from before the redesign to after the launch. Operations teams can use this checklist as a standard process template, verifying each item during every redesign to minimize omissions and risks.
