Founder of Goodspeed
Website migration can be a make-or-break moment for your business. A poorly planned transition can lead to significant SEO losses, broken user experiences, and a decline in lead generation. But when done right, migrating a website to Framer for marketing teams offers a chance to enhance branding, improve site speed, and streamline workflows.
Marketing teams have a crucial role in ensuring the migration supports business goals. From preserving search rankings to maintaining brand consistency, this guide will equip you with a step-by-step approach to a successful migration—without compromising traffic, conversions, or customer trust.
1. “Marketing-First Migration”: Why Marketers Should Take the Lead
Website migration isn't just an IT project—it’s a strategic marketing move. From SEO planning to brand alignment, marketing teams must take the lead to ensure the new site enhances user experience rather than disrupts it.
1.1 Aligning Migration with Business Goals
Migrating your website to Framer is more than just changing platforms; it’s an opportunity to align digital assets with your company’s broader objectives. Whether you’re preparing for a new product launch, rebranding, or scaling operations, the migration should support those milestones.
Map out how the new Framer site aligns with upcoming product launches and promotional calendars.
Ensure key landing pages and campaign assets are live before the transition.
Coordinate the migration timeline to prevent disruptions in marketing efforts.
By prioritising marketing goals in migration, you can ensure your website remains a powerful growth engine rather than an operational burden.
1.2 Stakeholder Buy-In for a Smooth Launch
A successful migration requires cross-team coordination. Marketers must act as the bridge between executives, designers, developers, and sales teams to align expectations and ensure the migration meets all business needs.
Key steps include:
✔ Scheduling kickoff meetings to define objectives and roles
✔ Collaborating with developers to integrate marketing automation tools and CRM systems
✔ Setting performance benchmarks for lead generation and user engagement
Zen Educate, a rapidly growing edtech company, highlighted Goodspeed’s collaborative approach during their migration: "Goodspeed's reactivity, collaboration, and good energy were impressive." – Olivier Mermet, Group Product Manager, Zen Educate
Explore How Our Agency Ensures a Smooth Migration Experience to Framer.
2. Before You Flip the Switch: Pre-Migration Must-Dos
Rushing a migration without proper planning can cause SEO losses, traffic drops, and branding inconsistencies. Before switching to Framer, marketing teams must focus on content audits, SEO preservation, and security measures to protect site performance.
2.1 Audit Current Content & SEO Data
Your existing website contains valuable SEO equity—from high-ranking blog posts to well-structured metadata. Failing to audit and transfer this correctly can cause severe traffic loss. In fact, poorly executed migrations can reduce search visibility by up to 80%, requiring months to recover.
Key Steps to Retain SEO Authority:
Identify top-performing pages and ensure they are prioritised in the new site structure
Export keyword rankings, metadata, and internal linking to avoid losing search engine credibility
Implement 301 redirects for old URLs to prevent broken links and indexing issues
Formula Bot, a company that migrated to Framer with Goodspeed’s help, went from 6th to 2nd in Google rankings after a structured migration plan preserved its existing SEO value. David Bressler, CEO of Formula Bot praised the effort- "They exceeded my expectations and showcased their creativity."
Discover How to Ensure SEO Best Practices When Using Framer Templates.
2.2 Backup & Security Essentials
A website migration involves numerous moving parts, and without proper backups, data loss can be irreversible. Whether it's a content glitch, misplaced media, or unexpected rollback, having a secure backup strategy prevents costly errors.
Key Backup & Security Measures:
Perform a full-site backup before migration using cloud-based storage or CMS exports.
Export essential SEO data, including metadata, keyword rankings, and structured data.
Set up a rollback plan in case critical functionality breaks post-migration.
Read the Best Practices for Content Migration: Ensuring No Data or Traffic Loss When Moving to Framer.
2.3 Brand & Messaging Consistency
A brand’s visual identity and tone of voice should remain consistent post-migration. A poorly executed migration can confuse returning visitors, lower engagement, and dilute brand credibility.
Checklist for Brand & Messaging Consistency:
Document brand guidelines (logo placement, typography, colour schemes).
Ensure messaging remains cohesive across web pages, CTAs, and marketing materials.
Test new layouts in Framer to avoid unintended design shifts.
Learn How to Customise Your Framer Template as a Beginner with this detailed guide.
3. Smoothing the Path: The Ultimate Framer Migration Checklist
A well-planned migration follows a structured process, ensuring no key elements are overlooked. This checklist simplifies the transition by covering essential steps marketing teams must verify.
URL Mapping & Redirects: Prevent broken links and SEO ranking drops.
Meta Tag & Structured Data Transfer: Preserve search engine visibility.
Image & Media Compression: Improve page load speed
Integration Checks: Ensure CRM, automation tools, and analytics function properly.
Cross-Browser & Mobile Testing: Validate brand consistency across devices.
Check out How to Optimise Your Framer Template for Speed and Performance: Tips and Tricks.
4. Key Pitfalls: Where Marketing Efforts Go Wrong
Even with a well-planned Framer site migration, marketing teams can run into critical mistakes that hurt visibility, engagement, and conversions. Avoiding these pitfalls ensures a smooth transition without setbacks.
4.1 Overlooking Timely Content Updates
A common mistake during migration is delaying content updates, which leads to outdated messaging and missed campaign deadlines. When marketing teams don’t synchronise content creation with development, they risk launching an incomplete site that lacks key landing pages.
How to Avoid This Mistake:
Create and optimise new pages in Framer’s staging environment before launch.
Map content updates to marketing campaigns for seamless transitions.
Ensure proper transfer of all blog posts, case studies, and resources.
4.2 Failing to Communicate SEO Priorities
Developers often focus on the technical build and design, while SEO essentials—such as metadata, redirects, and structured data—get overlooked. This can cause sudden traffic drops and ranking losses after migration.
What Happens When SEO is Ignored?
URL structures change, causing 10–30% traffic loss due to broken links and disrupted backlinks
Meta descriptions and alt tags disappear, reducing click-through rates and search engine visibility.
Schema markup is lost, affecting rich snippets and voice search results.
To prevent this, assign an SEO handoff document to developers or integrate an SEO specialist, ensuring every migration step maintains search rankings.
4.3 Ignoring Post-Migration Monitoring
A website migration doesn’t end at launch—continuous monitoring is essential to ensure everything is functioning as expected. Many businesses fail to track performance metrics, causing undetected issues that impact conversions and lead generation.
Key Metrics to Monitor Post-Migration:
404 Errors & Broken Links – Ensure all redirects are working correctly.
Traffic & Keyword Rankings – Compare pre- and post-migration analytics.
Conversion Rates & User Behaviour – Identify engagement dips and friction points.
5. FAQs for Marketing Teams Exploring Framer
Marketing teams often have concerns about how a Framer site migration will affect their ongoing campaigns, search rankings, and site performance. Below are the most common questions answered to help ensure a smooth transition.
Will migrating to Framer disrupt ongoing marketing campaigns?
A website migration does not have to interrupt your live campaigns—as long as there’s a clear transition plan in place. Using Framer’s staging environment, you can build and test your new site without affecting your current one. Coordinating the launch during low-traffic periods further minimises disruptions.
How do we keep our SEO rankings intact?
SEO retention depends on redirect mapping, structured data preservation, and thorough content audits. A well-planned migration ensures that existing backlinks, metadata, and keyword-rich content remain intact. Failing to do so can cause up to 80% traffic loss, which can take months to recover.
Learn more about How to Maintain SEO During Your Migration from WordPress to Framer.
Is Framer accessible for non-technical marketing teams?
Yes! Unlike traditional development-heavy platforms, Framer’s drag-and-drop interface and built-in CMS make it easy for marketing teams to edit content, update designs, and run A/B tests without developer assistance.
What post-migration metrics should we track?
The first 30 days after a Framer migration are crucial. Track:
404 errors – Ensure all old URLs properly redirect
Conversion rates – Monitor user behaviour shifts.
Traffic & rankings – Compare pre- and post-migration SEO performance.
Conclusion
A switch to Framer for marketing teams doesn’t have to be overwhelming. With the right strategy, preparation, and monitoring, you can move to Framer seamlessly—without losing SEO traction or brand consistency.
Marketing teams play a critical role in ensuring the migration supports business goals, lead generation, and user experience. By aligning the migration with upcoming campaigns, preserving SEO best practices, and monitoring post-launch performance, your brand can transition smoothly while maintaining its digital presence.
Prepare for a smooth migration—book a free consultation tailored to marketing teams.
Written By
Harish Malhi
Founder of Goodspeed
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