For an agency managing several client websites, migrations can quickly become difficult to coordinate.
Each project may have different content, integrations, URL structures, and people responsible for ongoing maintenance. Without a consistent process, important checks can depend too heavily on individual memory.
A repeatable migration workflow gives the team a common process to follow from planning through post-launch monitoring.
Step 1: Define the Scope Before Moving Anything
Start by documenting what is included in the migration.
Identify the pages, blog posts, media files, forms, integrations, and other functionality that the client expects to retain.
Separate the work into three categories:
- Transfer: Content and functionality that need to move.
- Rebuild: Design elements or platform-specific features that require new implementation.
- Review: Items that need a decision from the client or project owner.
This avoids treating every part of the old website as if it can automatically transfer unchanged.
Step 2: Create a URL and Content Map
Maintain a record of the important URLs on the existing website and their intended destinations.
For each important page, document its current URL, new URL, content status, and redirect requirement.
This creates a shared reference for developers, content teams, and anyone responsible for checking search visibility.
After implementation, test the redirects and verify that visitors reach the intended pages.
Step 3: Assign Clear Responsibilities
A migration involves more than development.
Depending on the project, responsibilities may include:
- Content review and approval
- Design and functionality checks
- Integration testing
- SEO and redirect verification
- Client communication
- Post-launch maintenance
Assign an owner to each task. Also agree on who has final approval to launch and who should respond if a critical issue appears.
Step 4: Test the Important User Journeys
Avoid relying solely on a visual review.
Create a short test checklist for the actions visitors are expected to complete, such as submitting a contact form, booking a service, accessing a resource, or completing a payment.
Confirm that integrations, notifications, and tracking behave as expected.
Document failures and resolve critical issues before launch whenever possible.
Step 5: Prepare for Launch and Recovery
Before switching to the new website, confirm that backups are available, recovery steps are understood, and the team knows how to respond if the launch introduces a serious issue.
At launch, verify the main pages, redirects, forms, mobile layout, and other critical functionality.
Keep the checks focused on the features that matter most to the client and their visitors.
Step 6: Make Post-Launch Monitoring Part of the Plan
Do not close the project immediately after the new site becomes accessible.
Define a post-launch review period and assign responsibility for checking:
- Broken links and unexpected errors
- Important redirects and page accessibility
- Forms and integrations
- Analytics and search monitoring
- Client-reported issues
The exact monitoring period should reflect the size and risk of the project.
Build a Process That Can Be Reused
Agencies do not need an unnecessarily complicated migration process. They need a reliable one.
A shared checklist, a clear URL map, documented test results, and named owners can make projects easier to coordinate and client handoffs more predictable.
When evaluating a website platform for agency work, consider the migration process alongside the editor, content management workflow, multi-site requirements, and ongoing maintenance responsibilities.
For agencies managing multiple client websites, which part of the migration process is hardest to standardize?
Learn more about SGEN: https://sgen.com/solutions/agencies
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