Launching a website is a process I used to discount, as it seemed like a push-button event. Push the button, launch the site, get paid. In reality, a modern WordPress website launch is a process that often starts days before the launch. I always account for the launch in my estimates to clients and usually budget an entire day for the process. So here’s my personal WordPress website launch checklist.
Information to Collect for the Launch
Pick a Launch Date
This might sound easy, but you need to pick a day when your client contact and their IT person or consultant is available. For that reason, I try to avoid launching new websites on Fridays or over the weekend. If you’ve gone through these steps you should not have many major problems, but if you do it will be easier to get them fixed during the week. For instance, if you make a DNS change and inadvertently mess up the client email you may not be able to get in touch with anyone who can fix it on a Sunday. Believe me, it’s better to have this kind of problem on a Wednesday afternoon than throughout the weekend!
Notify You Client and Other Stakeholders
You need to let your client contact know the date and approximate time that you will begin the change. Other people who should know: the client’s IT department, person, or consultant; your family in case you’re going to be at your desk longer than expected.
Get Login for Domain Registrar
Ask your client for the registrar login. If they don’t know who their registrar is, you may need to look it up. Go to the ICANN website and enter the domain name. On the results screen look for the “Registrar” section. Leave this results screen up and go to the next item.
Get Login for DNS Provider
Sometimes the domain registrar and DNS provider are separate companies. On the same results screen you pulled up on the ICANN website above, look for the section “Name Servers.” This usually will tell you which company is managing the name servers. (If possible, we recommend you use Cloudflare.)
Make Site Map from Old Site to Create 301 Redirect Matrix
Next up, pull up the old website and pull up each page URL and put it into a spreadsheet or text editor. Many sites have sitemap files, so try going to domain.com/sitemap.xml or to domain.com/sitemap_index.xml. You will want a complete list of all the website URLs. Once you have them, associate them with their corresponding URL on the new website. So the old site might have this URL: domain.com/menus.php. That version of the same page on new site might have this URL: domain.com/menus. Try to associate every page. Then you can edit the site’s .htaccess file. If you use wordpress, then try the Simple 301 Redirects plugin.
This is a simple matrix for 301 redirects I did before entering them into the Simple 301 Redirects Plugin.
Download and Review Previous Site .htaccess File
Speaking of .htaccess, you’ll want to download the previous site’s .htaccess file and look it over (assuming the site is using the Apache web server). To to this go to domainname.com/.htaccess . Specifically, you are looking for password-protected directories, search engine instructions, and old redirects. Depending on how you’re building the website you may need some or none of the instructions in the .htaccess file. If it’s got some old redirects in it, make note of those and add them to your redirect plan. Here’s a great guide on .htaccess.
Download and Review Current Site Schema
It took me a long time to wrap my brain around schema. Initially, you want to make sure you are not causing more problems than you are fixing. I like to start with Google’s Structured Data Testing Tool. Make some notes about what information the website is sharing with search engines. If it’s a really large site with items such as recipes, products reviews, or a lot of How-Tos, then you will want to check each of those pages and make a plan for ensuring their structured data stays intact or for improving the structured data.
Double-check That New Site has Doctype Declared
WordPress adds this declaration automatically:
<!DOCTYPE html>
If you are using HTML 5 (and it’s REALLY likely you are), you will want to make sure this is the very first tag on every page of the site.
Preparing Site for Launch
Install Google Analytics Code
I prefer to add my GA code in the header.php file of the site instead of via a plugin. Lightweight and simple.
Configure Google Search Console
Go to the Google Search Console site for easy instructions. They will give you an option to add a TXT record to the site Domain Name Servers (DNS) or to add a file to the root level of the web directory.
Configure Schema and Structured Data
In modern sites this is an important, yet unseen-by-the-client part of the site. But structured data has become a must-have element. If you don’t know how to implement it, you should check our guide on structured data.
Install and Configure Yoast SEO Plugin
If you had not already done this, it’s a good time to install the free version of the Yoast SEO plugin, configure it, and optimize your pages.
Install Simple 301 Redirects Plugin
Above you made a matrix to associate old website pages with new ones. Now it’s time to install the Simple 301 Redirects plugin and cut and paste your URLs into the plugin fields.
Preparing Server for Launch
Make sure the server is configured to accept traffic to the domain and to the www version of the domain. Each website host has a process for this, so you will want to consult with them on how to make sure the server will respond with the website when you start sending traffic to it.
I’ve used a lot of different website hosts over the years and have even owned my own small hosting company more than a decade ago, so I have some opinions on the matter. I prefer to use a premium website host called WPEngine.
Set up SSL on the server
A few years back Google decided to give websites with SSL (Secure Sockets Layer), some organic search benefit and went so far as to start informating people that the website is not secure in their search bar if it is not running on SSL. Save yourself some embarrassment with your client and make sure to set up SSL. Again, this is a host-specific process. My favorite website host has a simple and free process for this.
Run all WordPress Updates, Test, Backup
The heading says it all. I like to make sure I launch with fresh versions of all the site software. Be sure to make one more backup. If your website host does not have great backup tools, you will want to run a plugin such as the free version of Updraft Plus to help.
The Launch
Make a copy of both sites
This is the first step in the launch process. Make copies of the current working versions of both the old website and the new website. Include all files and database files. You can do this via FTP or what’s easier is to make a copy using the tools provided by the web hosting company or via a WordPress plugin, such as Updraft. My favorite host, WPEngine, has very simple tools for making copies of the site.
Moving to a New Host?
Upload Most Recent Site
Upload your new website files and database to the new web host. You may first need to install WordPress at the hosting location, then copy your site files and import your database, or simply use a migration tool to move from one host to another. You can use free tools such as Updraft, or something similar, like Duplicator for the process.
(Optional) Move DNS Hosting to Cloudflare
Cloudflare provides free and secure DNS hosting and I can’t recommend them enough. They are the DNS experts and can help keep your site ultra-responsive on the DNS end and help shield, even with their free accounts, against attacks. And, if the website grows large enough, you can quickly tap into their paid plans, which provide greater security and speed. Be aware, this is DNS hosting and not domain registration.
Change A and WWW Records
If you are simply replacing one website with another and not moving to a new host you can skip this step. If you are moving servers then you will want to change the records in the DNS (Domain Name Servers) so they point to the new server. To do this you will need the IP address of the new server. Your host will provide this number to you.
Change Site Name in WordPress
If you set the website up on a staging server initially, then the development site name will be different than the live site name. You’ll need to follow a process to make this change and to ensure the site works properly and that the links point to the correct address. Check out my simple guide to change a site name and update all the links.
Replacing Existing Site at Same Host?
Upload Most Recent Site
Upload your new website files and database to the new web host. You can use free tools such as Updraft, or something similar, like Duplicator for the process.
Change Site Name in WordPress
If you set the website up on a staging server initially, then the development site name will be different than the live site name. You’ll need to follow a process to make this change and to ensure the site works properly and that the links point to the correct address. Check out my simple guide to change a site name and update all the links.
Post-Launch
Make Sure Website is Indexable
Go to Settings > Reading and uncheck “Discourage search engines from indexing this site”.
Check Page Speed and Optimize
Google uses a website’s load speed as one metric for rankings, so it’s vital you make the page load as quickly as possible. Read my guide on quick ways to speed up a WordPress website.
Verify and Submit Sitemaps to Google
You already set up the account for Google’s Search Console. Now you can submit your website site map. If you installed Yoast SEO, it will have created a sitemap for your website, which you can access by going to it at yourdomain.com/sitemap_index.xml. Check out the HallwayCommuter sitemap index.
Test and Fix
Make sure you check each page of the website to ensure it is functioning the way you expected and the way you designed it. Common things that go wrong are broken image links, especially in the CSS files, Google maps that are not functioning because you need to update the API keys for them, and web forms that are not sending properly.
Get Paid
Hey, congratulations! Send your final invoice and give yourself a pat on the back!
Client Gift
I like to give my clients little gifts as a congratulations for their new website. For many businesses, a new site is a big investment in time and money and can make a lasting impact on their sales and customer relations for years to come.
