Website migration is the process of moving a website from one platform, domain, hosting setup or URL structure to another while keeping its content, search visibility, tracking and integrations working. Common examples are moving from WordPress or Webflow to Framer, merging two domains, or restructuring URLs.
Why It Matters for Your Website
Most teams migrate because the current site has become a bottleneck. Every copy change needs a developer. The person who built it has left. Launch pages take weeks instead of days. A migration is how you get the site back under your own team's control.
The risk is real, though. Your site has years of search history, inbound links, form integrations and analytics attached to its current URLs. A rushed migration can break forms, lose tracking and send search traffic to dead pages right before a launch or funding announcement. A careful migration reduces that risk. Even then, rankings can move for a few weeks while search engines recrawl the new setup, so plan the timing around your calendar, not the other way round.
There are a few common types. A platform migration changes the tool your site runs on. A domain migration changes the address. A structural migration changes how URLs and pages are organized. Many projects combine two or more, which raises the stakes, so it helps to know which kind you are buying before you compare quotes.
What Good Looks Like
An audit of the current site happens before any build: every live URL, its traffic, its backlinks and its integrations.
A complete redirect map, with every old URL pointed to its closest new equivalent using 301 redirects, signed off by your team before launch.
Forms, CRM connections, analytics and tag manager events are tested on the new site before the domain switches.
Metadata, page titles and structured data carry over or improve, page by page.
The switch happens with zero downtime, and someone watches Search Console, 404 errors and form submissions for at least 30 days after.
Your marketing team can edit pages on the new platform without filing a ticket.
Google publishes its own guidance on moving a site with URL changes, which is a useful checklist to hold any agency against.
Questions to Ask an Agency
Will you audit the current site and share the full URL inventory before you quote the build?
Who writes the redirect map, and do we sign it off before launch?
How do you test forms, CRM syncs and analytics events before the switch?
What exactly do you monitor after launch, for how long, and what happens if traffic drops?
Can we stagger the migration page by page, or does everything switch at once?
How Goodspeed Handles It
Our website migration service starts with an audit, then a redirect map you sign off before anything goes live. Most migrations launch in about five weeks with zero downtime, followed by 30 days of monitoring. As a Framer Enterprise partner, we set the new site up so your marketing team can edit it from day one. For Series B edtech Zen Educate, we moved the site to Framer page by page with zero downtime and rewired the marketing stack, from tag manager to CRM. Their team now runs ten times more growth experiments without engineering involvement.
Related Terms
Website Redesign
Website Audit
Headless CMS
Schema Markup