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Migrating your website and maintaining performance metrics


Today, for many law firms, the degree of consideration that goes into moving one’s website from one content management system to another is almost as great as changing case management system – and if it’s not, it should be.

This is particularly the case if your website is a constant course of traffic, enquiries and new business and, again, if its not, it should be.

Understanding the need for migration

Prior to the site being moved you should be crystal clear that it requires to be. If for example your site is built on a platform such as WordPress, but the design is a bit outdated, then moving your site would not be the preferred option.

Instead of moving, you would work on a facelift – akin to redecoration and modernisation. In all cases it is extremely important to seek the advice of a proven expert in this are (us for example) because what you don’t want to do is instruct someone who has not done this many times before and then have them screw it up for you.

In all cases it is extremely important to seek the advice of a proven expert in this are (us for example) because what you don’t want to do is instruct someone who has not done this many times before and then have them screw it up for you.

The reasons for moving your website can vary. Typically they include: 

  • It is built on an unwieldy and unpopular content management system
  • Consolidation of separate online assets
  • Your site is a mess and is in need of an upgrade
  • The design needs a refresh

Realistic expectations

Recovering lost rankings is time consuming and expensive.

As in the house build, or office move you need to work with someone who you can trust. If it sounds too good to be true in terms of timescale, or look and feel, it probably is.

The majority of us have been in a situation where the builder tells you it will take 6 weeks and 6 months later they appear no closer to the end and you hate them, and they hate you. This is a situation best avoided.

Done correctly you will end up with:

  • A beautiful new website
  • Improved conversion rates
  • Consistent organic rankings
  • A seamless transition of paid advertising campaigns

However, you must be aware that a lot of the work should be done patiently and painstakingly in the background. Don’t be inclined to rush it, because if you do, you’ll regret it later.

Another analogy

Moving your website is a bit like moving office and the reasons for moving office might include: 

  • Better location 
  • Better facilities 
  • Better client experience 
  • Greater employee satisfaction


The planning that goes into an office move is significant especially where you have over 150 members of staff. The preparatory work goes on in the background and when moving day comes around it is the culmination of months of planning.

Lawyers, at their desks with their comms, technology and workstations in situ is the tip of the iceberg. The vast majority of the work that has gone on in the background to get there is unseen.

All mail needs to redirected, everyone needs to know where everyone else is and clients need to know how to find you. This is the same with your website. The launch of the new site is, or should be the culmination of months of work.

The extent of this time will of course depend on the size of the site but in all cases of website migration the following will need to be done if one wishes to ensure continuity of performance:

Website migration process

  • Audit and analysis: thorough audit and identification of high performing pages
  • Strategic planning: development of a detailed migration plan and design of information architecture.
  • SEO preservation and enhancement: implementation of on page seo, internal linking structure and maintenance of off page link profile
  • Technical SEO and site structure: incorporating elements such as clean URL structures and efficient site performance
  • Quality assurance and testing: pre and post launch testing
  • Post migration monitoring

Future-proofing your website

Following the completion of a successful website migration project onto a robust, scalable and future proofed content management system you will be in a much better position and should not need to do it again, hopefully ever. Spending the money to get this done correctly is 100% worthwhile.

If you are thinking of migrating your website and are unsure about it, please get in touch with our team of experts for advice. 

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