Stop copy-pasting your website problems: A smart guide to content migration
Imagine you’re moving into a brand-new house. It’s got all the modern upgrades–open floor plan, energy-efficient windows, and high-end finishes. But instead of taking the time to sort through what you actually need, you box up everything from your old place and dump it into your brand-new house.
That’s what migrating all of your old website content to a new site is like. And spoiler: it’s not a glow-up.
When you redesign your website, content migration isn’t just a step on your checklist. It’s the opportunity to raise your standards without starting from scratch. Instead of hauling everything over “just in case,” you should be asking: What’s worth keeping, what’s worth updating, and what needs to be shown the door?
Content migration = Marketing strategy
We call it a migration decision framework (inside a framework–so meta, we know). This process helps you migrate with intention, so your new site performs better, not just looks prettier.
Here’s how it breaks down:
Keep and migrate (and optimize while you’re at it)
Not all content is created equal. Some of it? Worth its weight in gold. These are your high performers, and they are the pages pulling their weight and delivering real results.
- Pages with high SEO value
These are the pages that rank for your target keywords, pull in consistent organic traffic, and give you visibility where it matters. - Pages with high conversion value
If the page consistently drives leads, demo requests, quote submissions, or downloads, don’t mess with it. Give it a little polish, but these are keepers. - Evergreen and still relevant
Your services, your core offerings, and your “About” page are must-haves if they still reflect your current business and resonate with customers. These deserve a spot on the new site (just make sure the content is still accurate).
Optimize and migrate
Some pages have promise, but they just need a little TLC.
- Decent SEO or conversion potential
These are pages that might rank for a longtail keyword, bring in a trickle of traffic, or speak to an important topic that’s missing from your main messaging. With the right tweaks like updated copy, better CTAs, or fresh visuals, they can pull their weight. - Pages with high traffic but not a lot else going on
Sometimes a page may bring the bulk of your traffic but doesn’t convert. Instead of just tossing it, see what you can do to improve the conversion opportunity.
Don’t toss them. Refresh and reintroduce them with confidence.
Kill and redirect
Here’s where things get spicy. Not every page makes the cut. And that’s okay. Your website shouldn’t be a museum.
- Outdated, inaccurate, or low-value content
Old blog posts with 2018 predictions? Press releases for events no one remembers? Delete them. Just be sure to 301 redirect those URLs to a relevant page or parent category if they’ve ever earned backlinks or SEO juice. - Pages with zero traffic or conversions
Google Analytics doesn’t lie. If a page hasn’t earned traffic or converted in the last year, it’s probably not going to start now. Marie Kondo that shit.
Why this matters (and why we care so much)
Your content is your brand’s voice. It’s what turns clicks into conversations, visitors into leads, and browsers into buyers.
When you treat content migration like a cleanup, not just a copy-paste job, you
- Improve site speed and performance
- Boost SEO with tighter structure and stronger signals
- Create a better user experience by removing noise
- Make your CMS easier to manage
- Make it easier for users to find what they need and convert
Most importantly, you walk away with a website that reflects where your company is now, not where it was five years ago.
Be ruthless, be strategic
You’re not just launching a new website. You’re setting the stage for better Marketing, stronger messaging, and real results. So don’t bring the junk.
Be intentional. Be bold. And if you’re not sure where to start?
We’ll help you sort the keepers from the clunkers and build a content plan that drives performance and not just pageviews.
If you’re ready to clean house, let’s talk website strategy.
