The short answer
When an existing website is replaced, its old page addresses need to be checked alongside the new design. Keeping a useful address or redirecting it to the right replacement helps visitors reach the content they expected.
How it works
Why old addresses still matter
For example, someone may have saved your old boiler-repair page or found a link to it in a search result. If the new website has a different address for that service, a redirect can send them to the relevant new page instead of leaving them at a missing-page message.
A permanent redirect tells browsers and search engines that a page has moved. It should normally lead to the closest useful replacement. Sending every old address to the homepage can be confusing when someone was looking for a particular service.
Agreeing the move before launch
Before launch, we agree which existing pages matter, what content will be retained and where changed addresses should lead. This is also a chance to identify forms, downloads or booking links that the homepage preview does not yet show.
Changing a website can still affect search performance while search engines revisit its pages. Redirects help explain the move; they cannot guarantee that rankings or traffic will remain unchanged. Tell us about important pages before agreeing the final scope.
Send your current website address and any pages that generate enquiries or are linked from adverts. If access to existing search reports is available, it can help identify which addresses need particular care. Google's redirect guidance explains how permanent moves are handled.
Your next step
What we need from you
Your current website address, important existing pages, downloads and any landing pages used in active adverts.