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October 20, 2026

Website relaunch checklist for SaaS: 100+ items with owners and timing

Yannik Moll

CEO

Table Of Contents

Most relaunch checklists are made up of items like "check SEO" or "test staging". Those aren't tasks you can tick off, they're entire projects. And they start too late: right before launch, when the important decisions were made long ago.

This checklist is built differently. It covers more than 100 items across the entire relaunch, from the first goal to three months after go-live. It's based on relaunches for more than 120 software companies and on migrations from TYPO3, WordPress and other systems to Webflow. Every item has three details:

  • When: timing relative to go-live, for example "T–12" for twelve weeks before or "T+7" for seven days after.
  • Who: who owns it: marketing, agency, SEO, sales, product, tracking, C-level or owner.
  • Done when: how you know the item is really finished.

Items marked ★ are launch-critical: if one of them is open, you postpone go-live. All other items can be completed after launch with a fixed date.

The timing assumes a full relaunch of around four months. For a pure platform migration, the phases get shorter. Mark items that don't apply to you, such as multiple languages for a single-language site, as "N/A" so nothing stays open at sign-off.

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Why the order matters and what's behind each phase is explained in our website relaunch guide for SaaS.

Phase 1: Preparation and strategy (T–16 to T–12)

This is where the decisions get made that cost the most time later if they're missing: goals, relaunch type, positioning, pricing and ownership.

#TaskWhenWhoDone when
1Define and prioritize the relaunch goals, so each department doesn't bring its own expectations into the projectT–16C-level, MarketingNo more than three main goals are prioritized in writing
2Define a KPI for each goal, so you can measure success after launchT–16MarketingEach KPI has a baseline and a target, such as demo requests per month
3★ Define the relaunch type, because risk, effort, cost and redirect scope depend on itT–16Marketing, AgencyPlatform migration, design relaunch, full relaunch or domain change is decided
4★ Decide positioning and messaging internally, because open debates mid-project blow up the timelineT–16C-level, MarketingCategory, ICP and core message are approved
5Decide the pricing structure, so the pricing page doesn't wait on an internal decisionT–14C-level, ProductPlans, modules and pricing logic are set
6★ Name an owner on the client side, so feedback is consolidated and consistentT–16C-levelOne person consolidates feedback and approves
7Clarify SEO ownership, so someone takes professional responsibility for rankings and contentT–16MarketingAn internal person or SEO agency is named
8Define scope: what's new, what's migrated 1:1 and what comes after launch, so not everything changes at onceT–14Marketing, AgencyPage list with status new, 1:1 or post-launch exists
9Check content capacity in your own team, because new copy is the most common cause of delaysT–14MarketingEvery page to be written has a named person with time budget
10Define the feedback process, so feedback loops don't spiralT–14Marketing, AgencyMax. two feedback loops per page, one tool, one consolidated response
11Plan the launch date with buffer, so go-live doesn't fall into a campaign or trade-show peakT–14Agency, MarketingDate is outside peak periods and has two weeks of buffer
12List running campaigns and events, so paid traffic doesn't hit dead ends after launchT–14MarketingList of all active campaigns with target URLs exists
13For a domain change, bring in an SEO agency, because all domain authority has to be transferredT–16C-levelA specialized SEO agency is hired

Phase 2: Audit and baseline (T–14 to T–12)

The baseline is your point of comparison after launch. Without it, you won't know later whether the relaunch helped or hurt.

#TaskWhenWhoDone when
14★ Check tracking reliability, because without clean data you can't prioritize now or compare laterT–14TrackingAll conversion events fire correctly and match CRM numbers
15Export Search Console data, so you can compare clicks and rankings per URL after launchT–14SEOClicks, impressions and rankings per URL for at least twelve months are saved
16Export conversions per page, so you know which pages drive leads and should be migrated 1:1T–14TrackingDemo requests, trial sign-ups and downloads per URL are documented, incl. period and conversion definition
17Save qualified leads from the CRM, because pipeline counts, not trafficT–14Sales, MarketingMQLs and SQLs for the last six months are exported
18★ Run a full crawl of the old website, because it's the basis for redirect mapping and content comparisonT–14SEOAll URLs with status code, title, meta description and H1 are exported
19Capture backlinks per URL, so no linked page or file disappears without a redirectT–14SEOList of URLs with backlinks, incl. PDFs and images
20★ Export the old platform's existing redirects, because otherwise they're lost in the move and many URLs lead nowhereT–14AgencyComplete redirect list of the old website exists
21Capture an AI visibility baseline, to see whether you get named more often in AI answers after launchT–14SEO, Marketing10 to 20 relevant prompts in ChatGPT, Perplexity and Google AI Mode are documented with results
22Run a content audit, to decide what to keep, rework or removeT–13Marketing, SEOEach page is scored on traffic, rankings, conversions and relevance, with context
23Flag pages sales shares regularly, so those links keep working after launchT–13SalesList of URLs and downloads used by sales exists
24Review ICP and buyer personas, because your audience often shifts as the product evolvesT–13Marketing, SalesPersonas are updated or confirmed
25Run a competitor analysis, to find gaps you can own with the new websiteT–13MarketingPositioning, page types and gaps of the three strongest competitors are documented
26Back up the old website, so you can roll back or restore content in an emergencyT–12AgencyFull backup incl. files and database is saved

Phase 3: Page structure and redirect planning (T–12 to T–8)

This is where the biggest SEO risk of a relaunch arises. The order is crucial: page structure first, then redirect mapping, then schema markup. How to plan, map and test redirects in detail is covered in our guide to a website relaunch without losing SEO.

#TaskWhenWhoDone when
27Plan navigation along the buyer journey, so visitors find the right content at every stageT–12Agency, MarketingEvery stage from awareness to decision has matching pages
28Assign a question to every key page, so each page has a clear purpose for prospectsT–12MarketingEvery core page answers a clearly named question
29★ Set up the page structure in the sheet, because it's the shared basis for design, redirects and SEOT–11AgencyAll pages with page type, new URL, title and index status are listed
30Avoid unintended URL changes, because every changed URL means a redirect and therefore a riskT–11AgencyOld URLs are kept wherever there's no reason to change them
31Don't plan two pages on the same topic, because they'll take rankings from each otherT–11SEOKeyword check shows no cannibalization between pages
32Decide for every old URL: keep, merge or delete, because even weak pages carry authority in aggregateT–11Marketing, SEOEvery old URL has a status, deleting large blocks of pages is a conscious decision
33Plan new page types based on keyword data, because solution and persona pages rarely have search volumeT–11SEONew pages have proven search volume or are flagged as campaign landing pages
34★ Approve the page structure, so redirect mapping and build start on a stable basisT–10OwnerSheet is approved, later changes only by agreement
35★ Create the redirect mapping, so rankings, backlinks and bookmarks transfer to the new pagesT–10Agency, SEOEvery old URL with traffic, backlinks or campaigns has a relevant destination
36Merge old redirects and resolve redirect chains, because chains cost load time and ranking signalsT–10AgencyNo URL passes through more than one redirect
37Set 404 or 410 for pages with no replacement, because Google treats mass redirects to the homepage like missing pagesT–10SEORemoved pages without a suitable destination are flagged
38Check wildcard rules for entire folders, to keep the redirect list lean and maintainableT–10AgencyWhere possible, pattern rules replace single redirects
39Include PDFs and images with backlinks, because files have rankings and links tooT–10AgencyAll linked files have a destination or stay reachable under their old URL
40Check target URLs of running campaigns, so ads don't lead to 404 pages after launchT–10MarketingEvery campaign from item 12 has a working new target URL
41Have the content team review the redirect mapping, because only they can judge which destination fitsT–9MarketingDestinations for removed pages are confirmed

Phase 4: Design and content (T–10 to T–4)

Design and content run in parallel. Well-ranking pages get migrated 1:1, new copy is only written where it's weak or strictly needed for the new positioning. Why that matters is explained by the foundation first principle in our relaunch guide.

#TaskWhenWhoDone when
42Approve wireframes for core templates, so you decide on structure before debating colorsT–10OwnerHomepage, product, feature, use-case, pricing and blog templates are approved
43Define the component system, so marketing can build new pages on its own laterT–9AgencyReusable components with variants are documented
44Design the mobile experience from the start, because a growing share of traffic comes from smartphonesT–9AgencyEvery template is designed for mobile, not just scaled down
45Consider WCAG accessibility, because it improves usability and readability for search enginesT–9AgencyContrast, focus states and keyboard navigation are planned in the design
46Test templates with real content, because placeholder text hides that existing copy doesn't fit the layoutT–8Agency, MarketingEach template is filled with the longest real content of its type
47Secure content parity for well-ranking pages, because trimmed copy costs rankings despite a redirectT–8SEONew version has at least as much copy, the same H1 and the same internal links
48★ Migration check: is content structured or built as static pages? That determines migration effortT–10AgencyFor each page type it's clear whether content can be exported in a structured way
49Test the export with three to five real pages before you plan the total effortT–9AgencyTest pages arrived completely in the new template
50Capture all elements per page type with a crawl, because a single example page rarely contains every elementT–9AgencyTables, embeds, downloads, accordions and info boxes are covered in the template
51Clarify ownership of manual rework, so the effort doesn't come as a surpriseT–9Agency, MarketingIt's agreed in writing who reworks which pages
52Write and approve new copy, with buffer for approvals, because they usually take longer than writingT–8 to T–4MarketingAll pages with status new are approved
53Have product claims checked, so no outdated features or integrations get promotedT–5ProductFeatures and integrations on all core pages are confirmed
54Have pages checked against sales questions, so the website answers what comes up in sales callsT–5SalesRecurring questions are answered on core pages
55Fill comparison pages with text instead of checkmarks, because AI assistants and search engines can't cite a checkmarkT–5MarketingEvery table cell contains a citable statement
56Clarify where downloads live, so whitepapers and PDFs stay reachable after launchT–6Marketing, AgencyAll downloads have a new home and working links
57Translate and review multilingual content, so no language version goes live incompleteT–5MarketingEvery language version is complete and reviewed
58Start a content freeze on the old website, so no changes get lost right before launchT–4OwnerChanges to the old website are now carried over to the new one

Phase 5: Build, tracking and technical SEO (T–8 to T–2)

In this phase, the website gets built and set up so that rankings, tracking and leads survive the move.

#TaskWhenWhoDone when
59Set up and lock the staging environment, so Google doesn't index the test versionT–8AgencyStaging is protected from search engines by password or noindex
60Set up CMS collections in a structured way, so content can be maintained and migrated at scaleT–8AgencyBlog, case studies, glossary and other content live in collections with clear fields
61Connect integrations, so leads and meetings land in the right system without detoursT–6AgencyCRM, marketing automation, chat and meeting booking are connected
62★ Define the tracking concept, so you measure the right conversions from day oneT–6TrackingEvents for demo requests, trial sign-ups and downloads are defined
63★ Implement tracking and consent, because tracking is what breaks most easily in a relaunchT–4TrackingTags and triggers are active on all pages and respect consent
64Carry over title tags and meta descriptions, because well-ranking pages should keep their existing metadataT–4SEO, MarketingAll indexable pages have a title and description
65Point internal links to new URLs, so users and crawlers don't hop through redirectsT–3AgencyNo internal link points to a redirect or old URL
66Replace hard-coded links in migrated content, because they otherwise point to old or non-existent pagesT–3AgencyCrawl shows no links to old domains or staging URLs
67Set canonicals and the domain variant, so www and non-www don't rank against each otherT–3AgencyOne domain variant is canonical, the other redirects
68Set hreflang for all language versions, so Google serves each market the right languageT–3AgencyEach language version references its counterparts correctly
69Add global schema markup, so search engines and AI clearly recognize your companyT–3AgencyOrganization with name, address and logo is validated
70Align on content schema, because FAQ and pricing markup must be maintained with every changeT–3SEO, MarketingMarkup types are decided and someone owns maintenance
71Check the XML sitemap, so Google only gets final, indexable URLsT–2SEOSitemap contains only final, indexable URLs
72Prepare robots.txt for live, so no important areas or AI crawlers get blockedT–2AgencyLive version blocks no important areas
73Compress images and set alt text, for faster load times and better readability for search enginesT–3Agency, MarketingImages are AVIF or WebP, all content images have alt text
74Design the 404 page, so visitors don't bounce on dead linksT–3Agency404 page leads to search, homepage and key sections
75Prepare Google Ads campaigns for new URLs, so paid traffic lands correctly on launch dayT–2MarketingNew target URLs are set and can be activated at launch
76Onboard the marketing team, so it can work without the agency after launchT–2AgencyTeam has its own accounts and has edited and published a page on staging

Phase 6: Pre-launch QA (T–3 to T–1)

Content-independent checks run early, content-dependent ones only once content is final. Otherwise you check everything twice.

#TaskWhenWhoDone when
77Find broken links, because they frustrate users and hurt crawlingT–3AgencyStaging crawl shows no 4xx errors
78Test rendering across devices and browsers, so the website works wherever your prospects areT–3AgencyCore pages work on the agreed devices, browsers and with a keyboard
79★ Test a demo request all the way into the CRM, because a browser success message doesn't mean sales got the leadT–2Sales, AgencyTest request arrives with all fields at the right sales owner, incl. notification
80★ Test trial sign-up through to product access, so self-serve leads don't get lost on the way into the productT–2ProductNew test account is usable, including across a domain switch to the app
81Test form error cases, so users can fix input errors without starting overT–2AgencyInvalid inputs show clear error messages right at the field
82★ Test tracking and consent together, so you measure GDPR-compliantly and forms work without consentT–2TrackingEvents fire after consent, forms also work when declined
83Check page speed of core pages, to catch major slowdowns before launchT–2AgencyReport for homepage and key landing pages with actions exists
84Check headlines, titles, metas and alt text, only now, because content wasn't final beforeT–2SEOCrawl shows no missing or duplicate titles, H1s and descriptions
85Validate schema markup, because Google ignores faulty markupT–2SEORich Results Test shows no errors
86★ Test the redirect list on staging, so no redirect leads nowhere on launch dayT–2Agency, SEOAll redirects reach their destination in one hop
87Spot-check migrated content, because tables, embeds and downloads often break in migrationT–2MarketingOld blog posts with these elements work in the new template
88Test the language switcher, so visitors land on the matching page when switching languagesT–2AgencySwitching languages opens the matching page, forms work in every language
89Check favicon, social preview images and legal pages, so the site looks right when shared and is legally soundT–2Agency, MarketingFavicon, OG images, imprint, privacy policy and cookie banner are correct
90Reconcile content changed since the freeze, so no recent changes get lostT–1MarketingAll changes to the old website since item 58 are carried over
91★ Define launch-critical issues, so nobody has to debate on launch day what gets fixed immediatelyT–1Owner, AgencyList of which issues stop the launch and which get fixed later
92★ Define a rollback plan, so you can switch back quickly in an emergencyT–1AgencyIt's documented when and how to switch back to the old website
93★ Get the go/no-go approval, so one person decides on the launch consciously and on recordT–1OwnerAll ★ items up to here are done and approved in writing

Phase 7: Launch day (T0)

Technically, the launch is unspectacular. What matters is the order, the ownership and the checks right after.

#TaskWhenWhoDone when
94Pick a low-traffic window, so potential issues hit as few visitors as possibleT0Tracking, AgencyLaunch time is in the lowest-traffic window according to analytics
95Ensure team availability, so issues can be fixed immediatelyT0OwnerAgency, owner and tracking are reachable during launch
96Switch DNS and check SSL, so the website is securely reachable under all domain variantsT0AgencyWebsite is reachable via HTTPS under all domain variants
97★ Upload and test redirects live, because otherwise old URLs from Google and backlinks lead nowhereT0AgencyFull list is active, the most important URLs are tested individually
98★ Remove noindex and check robots.txt, because a leftover noindex tag is the most common mistake after launchT0AgencyImportant live URLs are reachable and indexable
99Submit the sitemap in Search Console, so Google finds the new URLs fasterT0SEOSitemap is submitted and read without errors
100★ Test demo request and sign-up live, because live and staging environments can differT0Sales, ProductTest arrives live in the CRM or product and is flagged as a test
101Check tracking live, so data is collected from the first visitorT0TrackingEvents arrive in analytics in real time
102Switch Google Ads campaigns, so no budget flows to old or broken pagesT0MarketingAll active ads point to working new URLs
103Record the go-live time, so you can attribute changes in the data laterT0SEOExact time is recorded
104Run a check the next morning, because some issues only show after a few hours liveT+1Agency, SEOIndexing, Search Console errors and conversions from the first hours are checked
105Announce the launch, to bring real visitors and feedback to the new website earlyT+1MarketingNewsletter, LinkedIn post or in-product notice is out

Phase 8: After launch (T+1 to T+90)

Rankings often hold steady for the first few days even when something went wrong, because Google processes changed URLs gradually. That's why monitoring runs for weeks. What's normal in the first 90 days, and where to look first if rankings drop, is covered in how to relaunch without losing SEO.

#TaskWhenWhoDone when
106Fix critical issues and retest, so no leads or core pages get lostT+1 to T+3AgencyAll issues that block enquiries or make core pages unreachable are fixed and retested
107Check new 404 errors in Search Console, because forgotten URLs often only show up after a few daysT+3, T+7, T+14SEOEvery new 404 with traffic or backlinks has a redirect
108Check indexing of key pages, because non-indexed pages neither rank nor get citedT+7SEOAll core pages are indexed or the cause is known
109Update external links, so profiles and partner pages don't link via redirects or to old pagesT+7MarketingG2, Capterra, partner pages, LinkedIn, docs and help center point to new URLs
110Compare top-URL traffic with the baseline, to spot losses earlyT+14, T+30SEOComparison with item 15 is documented, new and old URL viewed together
111Compare qualified leads with the baseline, because traffic alone says nothing about pipelineT+30Sales, MarketingMQLs and SQLs are evaluated against the comparison period
112Measure AI visibility again, to see the relaunch's effect on AI answersT+30SEOThe same prompts as in item 21 are checked again
113Evaluate Core Web Vitals with field data, because lab tests are skewed by marketing tagsT+30AgencyEvaluation is based on real user data in Search Console
114If a drop persists, check the cause systematically instead of hastily changing contentfrom T+30SEOChecked in order: indexing, redirects, content parity, demand
115Gather feedback from customers and sales, because they notice fastest what's missing on the websiteT+30MarketingFeedback is collected and prioritized
116Complete the handover for day-to-day work, so marketing can work independently after the projectT+30Agency, MarketingPermissions, guides and contacts for technical changes are documented
117Set up an optimization plan, because the real work on rankings and conversions starts after launchT+60 to T+90Marketing, AgencyPrioritized list of next actions by impact, incl. postponed pages
118Keep redirects permanently, because external links and bookmarks often point to old URLs for yearsongoingAgencyNo redirect is removed without review

After launch, the real work begins. Here's how we approach it with our Growth Plan.

Add-on: Webflow relaunch checklist

Moving to Webflow or relaunching an existing Webflow site? A generic checklist doesn't cover these items. They complement the phases above. See how we set up projects like these as a Webflow Enterprise Partner.

#TaskWhenWhoDone when
W1Clarify the need for temporary redirects, because Webflow only supports 301 and browsers cache a 301T–10AgencyIf 302 or 307 is needed for transition phases, the domain has moved to Cloudflare beforehand
W2★ Always upload the complete redirect CSV, because an import replaces all existing redirectsT0AgencyThe uploaded list contains old and new entries
W3Test redirects with Localization, because redirects can behave differently on translated slugsT–2AgencyRedirects are checked for every language version
W4Publish locale subdirectories, because a language only appears in the automatic sitemap once publishedT0AgencyEvery language is published and included in the sitemap
W5Finalize CMS collections and field structure before migration starts, because later field changes mean rework on every itemT–8AgencyFields are final and documented
W6Test the CSV import per collection, so rich text fields and references arrive correctlyT–7AgencyTest import with real data runs without errors
W7Check CMS and plan limits, so collections, items and locales fit your Webflow planT–8AgencyPlan covers the planned scope
W8Build components with props and variants, so marketing builds new pages without breaking the designT–6AgencyNew pages can be built from components without changing styles
W9Assign roles and permissions in the workspace, so everyone can edit exactly what they need day to dayT–2AgencyEveryone in marketing has the right role
W10Configure form destinations, so enquiries land in the CRM, not just the Webflow inboxT–3AgencyWebflow forms send to CRM or marketing automation
W11Add custom code and Tag Manager centrally, so tracking works the same on every page and stays maintainableT–4TrackingTracking lives in site settings or Tag Manager, not scattered across pages
W12Check hosting plan and domain settings, so the right default domain goes liveT–1AgencyPlan is active, default domain is set, the other domain variant redirects

Website relaunch checklist FAQ

When should you start the relaunch checklist?

For a full relaunch, about four months before the planned go-live. The most important items concern goals, positioning and page structure, and those need to be decided before design and content.

Which items are really launch-critical?

All items marked ★. Above all: demo requests and sign-ups work all the way into the CRM, redirects are complete and tested, tracking and consent work correctly, and noindex is removed. If any of these is open, you postpone the launch.

Who should own the checklist?

One owner on the client side, usually from marketing. The individual items are spread across marketing, agency, SEO, sales, product and tracking. The owner makes sure every item has a name attached and nothing stays open at sign-off.

Can part of the website go live later?

Yes, as long as the first version offers a complete path to a demo or sign-up and important existing content stays reachable. Pages for running campaigns can't simply disappear. That fits the foundation first principle: launch the foundation first, then expand.

How do you prevent content from getting lost right before launch?

With a content freeze on the old website about four weeks before launch. Every later change gets carried over to the new website, and right before go-live you reconcile all content changed since then.

Do I need a different checklist for a domain change?

The checklist also applies to a domain change, but it isn't enough on its own. A domain change carries the highest SEO risk and belongs in the hands of a specialized SEO agency. Additional steps include the change of address in Search Console and verifying all domain variants.

Does the checklist work for a relaunch without Webflow?

Yes. Phases 1 to 8 are platform-independent. Only the add-on contains Webflow-specific items.

Planning a relaunch and don't want to work through the checklist alone? See how we approach a website relaunch for B2B SaaS, or book a free strategy call.

Yannik Moll

CEO

Founder @Growably | B2B SaaS Websites that turn your users into customers 🚀

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