What types of website migration do we handle?
We handle the four common types of website migration: platform changes, domain changes, hosting moves and protocol changes from HTTP to HTTPS. Many projects combine several at once, such as a new platform on a new domain, which raises the risk and makes careful URL mapping and testing even more important.
| Migration type | What changes | Main risk |
|---|---|---|
| Platform (CMS or ecommerce) | Software, templates and often URL patterns | Broken URLs, lost content and metadata |
| Domain | Every URL on the site | Temporary ranking drop if redirects or signals are missed |
| Hosting | Server and DNS, URLs stay the same | Downtime, email disruption, slower response |
| HTTP to HTTPS | Protocol on every URL | Mixed content warnings and redirect chains |
| Structure or redesign | Folder paths and page consolidation | Orphaned pages and lost internal links |
How do you protect search rankings during a migration?
Rankings are protected by keeping every URL that has traffic, links or rankings accessible: either at the same address or via a permanent 301 redirect to the closest equivalent page. Titles, meta descriptions, headings, structured data and internal links are carried across, and the new site is checked in Search Console after launch.
Some short-term fluctuation is normal after a move, even when everything is done correctly. Our SEO services can support you through the weeks after launch.
- URL inventory: a crawl of the old site plus URLs from Search Console, analytics and backlink data, so nothing valuable is missed.
- Redirect map: one-to-one 301 redirects from each old URL to its most relevant new page, avoiding chains and blanket redirects to the home page.
- On-page parity: titles, meta descriptions, H1s, canonical tags, hreflang and structured data carried over or improved.
- Pre-launch checks: crawl the staging site, test redirects in bulk and confirm robots rules will not block search engines at launch.
- Post-launch monitoring: submit the new XML sitemap, watch crawl errors and index coverage, and fix issues quickly.
When should you use the Search Console Change of Address tool?
Use Google Search Console's Change of Address tool when you move a whole site from one domain to another, for example from a .com to a .co.uk. It tells Google about the move after your 301 redirects are live. It is not used for HTTPS changes, hosting moves or URL changes on the same domain.
Both the old and new domains must be verified in Search Console, and the redirects should stay in place for the long term; Google recommends at least a year. Bing Webmaster Tools offers a similar site move feature. Keep renewing the old domain so the redirects keep working and nobody else can register it.
How are ecommerce migrations different?
Ecommerce migrations move live business data as well as pages: products, variants, categories, customers, order history, discount codes and reviews. Product and category URLs often change format between platforms, so redirect mapping is larger, and payments, tax settings, delivery rules and order emails must be tested end to end before launch.
If you are also redesigning your shop, see our ecommerce website design service.
- Products, variants, images, stock levels and SEO fields mapped field by field.
- Customer accounts moved securely; passwords usually cannot be transferred and customers need a reset invitation.
- Order history migrated for customer service and accounting records.
- VAT settings, prices shown including VAT for consumers and pre-contract information checked against the Consumer Contracts Regulations 2013.
- Personal data handled in line with UK GDPR, with a clear record of where data goes.
How much does a website migration cost in the UK?
As a typical UK market guide, a simple website migration such as a hosting move or a small site moving platform costs around £300 to £1,500 excluding VAT. Complex or ecommerce migrations, with thousands of URLs, data transfer and integrations, usually cost £2,000 to £10,000 or more.
| Type of migration | Typical range |
|---|---|
| Simple migration (hosting move, HTTPS, small site) | £300–£1,500 |
| Complex or ecommerce migration | £2,000–£10,000+ |
| Managed hosting after the move | £30–£150 per month |
These are indicative ranges from the wider UK market, not a Freehand HQ quote. Cost depends mainly on the number of URLs, the amount of data and whether a redesign is included.
Should you migrate and redesign at the same time?
You can migrate and redesign at the same time, and it often saves budget, but it adds risk because more things change at once. If rankings are critical, a cautious approach is to migrate first with content and URLs kept similar, then improve the design. Our website redesign services cover the design side.
Use our website redesign checklist to plan either approach. Migrations are also a good moment to fix speed problems; see our website speed optimisation service.
How does a website migration project run?
A migration runs in five stages: audit, plan, build and map, test, then launch and monitor. Launches are scheduled for a quiet trading period, with DNS changes, backups and a rollback plan prepared in advance. A simple move may take days; a complex platform or ecommerce migration usually takes several weeks.
- Audit: crawl the current site, export analytics and Search Console data, and benchmark rankings and traffic.
- Plan: agree scope, URL structure, redirect rules, data mapping and the launch date.
- Build and map: set up the new platform or host on staging and complete the redirect map.
- Test: crawl staging, test redirects, forms, checkout, tracking and email.
- Launch and monitor: switch DNS, enable redirects, submit sitemaps, use Change of Address if needed and monitor for several weeks.