A website relaunch is a major project with far-reaching consequences. Done right, it brings better performance, more conversions, and a modern user experience. Done wrong, it leads to SEO crashes, technical problems, and lost customers. In this article, we show how to avoid the most common mistakes.
When Is a Relaunch Useful?
Not every website needs a complete relaunch. Sometimes targeted optimizations are enough. A relaunch makes sense when:
- The CMS is outdated and no longer receives updates
- The technical architecture has fundamental limitations
- The design looks hopelessly outdated
- Performance doesn't improve despite optimization
- New features are impossible to integrate
- Mobile users are poorly served
Before starting a relaunch, check whether the problems can also be solved with the existing system. A relaunch is expensive and risky.
The Most Common Relaunch Mistakes
From over 100 accompanied relaunches, we know the typical mistakes that lead to failure:
Forgetting SEO
URLs change, redirects are missing, rankings crash
Unclear Goals
Why the relaunch? What should improve?
Too Little Time
Rushed go-lives lead to errors
SEO Preservation: The Most Critical Point
The most common and expensive mistake in relaunches: SEO losses. When URLs change and no correct redirects exist, years of ranking building can be destroyed within days.
- Create complete URL list of old website
- 301 redirect plan for all changed URLs
- Transfer meta data and structured data
- Check and adjust internal linking
- Set canonical tags correctly
- Monitor rankings after go-live
A professional SEO migration is mandatory for every relaunch. The investment is minimal compared to the cost of an SEO crash.
Choosing the Right CMS
The CMS choice has long-term consequences. It should be made based on your specific requirements, not on trends or personal preferences.
| CMS | Strengths | Suitable for |
|---|---|---|
| WordPress | Flexible, large community | Blogs, small sites |
| TYPO3 | Enterprise-ready, multilingual | Large companies |
| Shopware | E-commerce focused | Online shops |
| Headless | Maximum flexibility | Complex projects |
We're happy to advise on the right CMS solution. Whether WordPress, TYPO3, Drupal, or Contao - we know the strengths and weaknesses of each system.
Performance from the Start
Performance should be considered from the beginning, not optimized afterward. Architecture decisions in the planning phase determine what's possible later.
- Plan hosting infrastructure early
- Plan for image optimization and CDN
- Require code quality and best practices
- Define performance budget
- Set up monitoring from the start
The goal should be a PageSpeed score of 100 - or at least very good Core Web Vitals. This is achievable with any modern CMS if done right.
The Project Flow of a Relaunch
A professional website relaunch follows a structured process:
- Analysis: Define current state, requirements, goals
- Conception: Information architecture, UX design, features
- Design: Visual concept, style guide, responsive design
- Development: CMS setup, templates, implement features
- Content migration: Transfer and optimize content
- Testing: Function, performance, usability tests
- SEO migration: Redirects, meta data, monitoring
- Go-live: Gradual rollout, monitoring
Realistic Scheduling
A common mistake: Too optimistic schedules. A professional relaunch takes time:
| Project Size | Typical Duration | Complexity |
|---|---|---|
| Small website | 2-3 months | Few pages, standard CMS |
| Medium website | 3-6 months | Multilingual, integrations |
| Large website | 6-12 months | Enterprise, many features |
| Online shop | 4-9 months | Depends on product count |
Plan at least 20% buffer time. Unforeseen problems occur in every project. A rushed go-live leads to quality issues.
Planning Go-Live Properly
Go-live is the most critical moment. It should be carefully planned:
- Not before important business times (trade fairs, season)
- Not on Friday afternoon (no support on weekend)
- Rollback plan for emergencies
- Intensify monitoring for the first days
- Keep team ready for quick response
We personally accompany every go-live and are available with increased response readiness during the critical first days.
That depends heavily on scope and complexity. Small websites in the low five-figure range, large projects in the six-figure range. Contact us for an estimate.
Yes, the new website is developed on a separate system. The old website continues running until go-live.
With professional SEO migration, the risk is minimal. Through careful redirect planning and monitoring, rankings can typically be maintained or even improved.
Based on your requirements. We're happy to advise and show the pros and cons of different systems.
Relaunch Consultation
We analyze your current website and show you whether a relaunch makes sense - and how it can succeed.
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