Mastering Scalable Website Migrations for Agencies

Migrating websites, especially at scale for multiple clients, can be a complex task with a wide margin for error. 

While it’s crucial to aim for a seamless transition, potential challenges, including data loss, downtime, SEO drops, and compatibility issues, can all complicate the process. Additionally, managing migrations for clients inserts another layer of responsibility and risk, making the task seem all the more daunting.

Learn how to unlock seamless migrations in this on-demand webinar!

Nonetheless, successful migrations are not only possible but can be relatively painless with proper planning, strategic execution, and ongoing communication. 

If that sounds like a lot, don’t fret. This guide will help you navigate the process, offering best practices and strategies for smooth website migrations at scale. From essential migration steps and techniques for handling multiple client migrations, you’ll learn how to minimize potential issues and maximize efficiency. 

Here’s what we’ll cover:

Understanding website migrations

Website migrations typically involve moving a website from one platform, domain, or host to another. 

This process can encompass various changes, such as restructuring site architecture, switching hosting providers, or completely redesigning the site. The goal of a website migration is usually to enhance performance, improve user experience, or align with a new brand strategy.

Successful migrations require meticulous planning and precise execution to avoid the pitfalls noted above, including data loss, extended downtime, drops in SEO rankings, and compatibility issues. 

By carefully managing your migrations, you can provide your clients with a smooth transition to a new website while saving yourself a lot of headaches. 

Types of website migrations

While website migrations are essential for updating site performance, user experience, or branding, they can vary widely in scope and requirements. Here are the primary types:

1. Content migrations: Content migrations typically involve transferring website data and media from one platform or system to another. These types of migrations focus on preserving the integrity and accessibility of content while possibly restructuring it for better usability or performance.
2. Domain migrations: Domain migrations entail changing a website’s address. This could be due to rebranding, merging with another site, or switching to a more SEO-friendly domain. Domain migrations require careful handling of redirects and SEO considerations to maintain search engine rankings and avoid traffic loss.
3. Platform migrations: Platform migrations Involve moving the site to a new content management system (CMS) or hosting platform. This type often includes updating site architecture, design, and functionality to leverage the new platform’s capabilities. Platform migrations need thorough testing to ensure compatibility and performance.

Each type of migration presents unique challenges and demands specific strategies to ensure an effective transition. Regardless of the migration type, however, adhering to best practices is crucial to minimize disruptions and preserve both site performance and search engine visibility.

By understanding the nuances of each migration type and preparing accordingly, you can achieve smooth transitions that meet your client’s goals and enhance their online presence.

---

Best practices for website migrations

Website migrations, whether for a single site or multiple sites at scale, typically follow a few core steps. Proper preparation and execution in these areas can minimize downtime, preserve SEO rankings, and ensure a smooth transition for your clients. 

Below, we’ll explore these steps through the lens of foundational best practices. These recommendations will serve as a baseline to guide you through the process, helping you avoid common pitfalls and achieve a successful migration.

Gather requirements

Understanding your client’s needs and specific requirements is a crucial first step for any site migration. This includes functionality, design, SEO considerations, and timeline expectations. Clear communication with your client is also key here, as it ensures all aspects of the migration are aligned with their goals and priorities.

Develop a plan

Create a detailed migration plan that outlines each step, timeline, and responsible parties. This should include a checklist to ensure nothing is overlooked. A well-structured plan will provide you with a roadmap for the migration process, helping you keep the project on track.

Code and content freeze

Implementing a code and content freeze is essential to prevent changes during migration. This helps maintain data integrity and consistency. By freezing changes, you reduce the risk of introducing new errors or losing recent updates during the migration.

Make backups

Always create full backups of your site and database before starting the migration. This ensures you can restore the site if anything goes wrong. Backups act as a safety net, providing a way to recover quickly from any unexpected issues.

Use the right tools and plugins

Utilize reliable migration tools and plugins. The right tools can simplify the migration process, reduce errors, and save time. However, it’s important to do your due diligence when evaluating tools and plugins, to prevent the introduction of new complications—such as performance issues or security vulnerabilities—during the migration.

Thoroughly test migrated sites, databases, and plugins

Conduct extensive testing to ensure sites function correctly post-migration, and remember: always test changes to your site in a staging environment or a local development environment before pushing them live. 

Testing should include a check of all plugins, database integrity, and overall site performance. Comprehensive testing will help identify and fix any issues before the new site goes live.

Ensure analytics are set up correctly on the new site

Verify that analytics tracking is properly configured on any new site to maintain continuity in data collection. Proper analytics setup is essential for ongoing performance monitoring and data-driven decision-making.

Regularly communicate updates with transparency

Last but not least, it’s important to always keep your clients informed throughout the migration process. Regular updates help manage expectations and address concerns promptly. Transparent communication also builds trust and ensures clients are aware of progress and any potential issues.

Following these best practices will help you ensure a smooth and successful migration process, minimizing risks and maximizing efficiency. However, managing migrations for multiple clients simultaneously requires an additional layer of strategy and coordination.

---

Managing migrations for multiple clients at the same time

Managing migrations for multiple clients at the same time adds an extra layer of complexity. 

To effectively approach migrations at scale, agencies must go beyond standard best practices and implement specific strategies tailored for large-scale operations. These strategies are essential for ensuring efficiency, minimizing risks, and maintaining high standards across all projects. 

Here are a few key tips to help you manage multiple client migrations smoothly and efficiently.

Standardize processes and documentation

Implementing standardized procedures and documentation is an excellent way to streamline migrations across different clients, ensuring consistency and efficiency. This involves creating templates for migration plans, checklists, and client communications. Standardization not only saves time but also reduces the likelihood of errors and ensures all team members are on the same page.

Clearly communicate roles, needs, timelines, and expectations

Clearly define roles and responsibilities within your team and communicate them to clients. Set realistic timelines and manage expectations by providing detailed project schedules and regular progress updates. Effective communication ensures everyone involved understands their tasks and deadlines, reducing the risk of misunderstandings and delays.

Focus on the details

Pay attention to the finer details, such as redirects, SEO settings, and custom code, to ensure nothing is missed. Carefully review each site’s unique elements and ensure they’re correctly migrated. Overlooking these details can lead to functionality issues, negative SEO impacts,  a poor user experience, and ultimately, a poor experience for your clients.

Go slow and schedule staggered migrations

Avoid rushing migrations. Schedule them in a staggered manner to allow ample time for testing and adjustments. By spacing out migrations, you can focus on each one individually, ensuring thorough testing and addressing any issues before moving on to the next site. This approach reduces stress on your team and helps maintain high-quality outcomes.

Ensure you have all hands on deck when needed

Ensure your team is available and prepared to handle any issues that arise during the migration. Allocate sufficient resources and support for critical phases of the migration process, such as the actual transfer and post-migration testing. Having the right people in place can make a significant difference in swiftly resolving any problems.

Thoroughly test and audit migration, redirects, and DNS 

Conduct thorough testing and audits of each migrated site, including redirects and DNS settings, before proceeding to the next one. Verify that all site elements function correctly, analytics are tracking data accurately, and there are no broken links or missing content. Comprehensive testing will ensure a smooth transition and help maintain client satisfaction.

Focusing on these strategies can help you effectively manage migrations for multiple clients, ensuring an efficient process and high-quality results.

---

Migration toolbox

Having the right tools and resources at your disposal is essential for executing successful website migrations. A well-equipped migration toolbox can be a game-changer, helping you reduce errors while ensuring a smooth, effective transition. 

Here’s a detailed look at a few must-have components for an effective migration toolbox:

Migration plan templates and spreadsheets

Using standardized templates and spreadsheets for planning and tracking the migration process can significantly enhance efficiency. These tools help organize tasks, timelines, and responsibilities, ensuring nothing is overlooked. 

By providing a clear roadmap, standardized templates and spreadsheets also enable better coordination and communication among team members and clients. Templates can include:

• Project timelines: Detailed schedules outlining each step of the migration process, from initial planning to post-migration testing.
• Checklists: Comprehensive lists to ensure all necessary tasks are completed, such as backups, DNS updates, and content verification.
• Client communication logs: Records of all client interactions to maintain transparency and track progress.

For a closer look at site migration templates, including downloadable options, check out these resources:

• Data Migration Plan Template (Miro)
• Data Migration Templates For a Smooth Transition (Slide Geeks)
• Website Migration Project Plan (Lark)

Incorporating these (and other) templates into your migration process can significantly improve the success of your projects.

Migration plugins

While templates and spreadsheets are highly effective for planning and tracking, leveraging a quality WordPress migration plugin can simplify the technical aspects of website migrations. 

Popular migration plugins include:

WP Migrate

Available in both lite and paid versions, WP Migrate is a complete migration solution for WordPress that offers intuitive find and replace, database exports, and configurable, customizable full-site exports that can include everything you need to replace a site in a new environment. WP Migrate also integrates with Local, the #1 local WordPress development tool. Drag and drop a full-site export into Local, and you’ll be up and running in minutes! 

All-in-One WP Migration

Known for its ease of use, All-in-One WP Migration allows you to export your entire WordPress site, including the database, media files, plugins, and themes. It also supports various cloud storage options for backups.

UpdraftPlus

Last but not least, UpdraftPlus is a widely used WordPress plugin that lets you migrate your site to a new host, server, or domain with built-in search-and-replace. This helps prevent broken links or missing files. It also offers scheduled backups to locations like Dropbox, Google Drive, and Amazon S3, simplifying site management and safeguarding against data loss.

The right plugins can indeed streamline site migrations. However, out-of-date or poorly maintained plugins can have the opposite effect, draining efficiency and introducing security concerns. It’s always important to check plugins thoroughly before downloading them and it’s crucial to maintain needed updates once they’ve been installed. 

Managed migrations

For larger projects or those requiring specialized expertise, managed migration services are often the most effective way to ensure a successful transition, leveraging expert knowledge to handle technical complexities and mitigate risks.

These services take the burden off your team by handling the technical details and ensuring a seamless migration. Some options include:

For example, WP Engine offers comprehensive migration services with support from planning to execution—allowing you to go to market faster, protect your margins, and focus on other aspects of your business. 

For agencies that qualify*, WP Engine offers the following migration support for free:

• A detailed migration plan
• Data backups
• Migration of files, databases, and media
• Thorough testing
• Oversight and execution of the migration process
• Post-migration support

Additionally, WP Engine’s Agency Partner Program provides you with direct access to advanced technical support from WordPress experts, giving you an additional edge as you grow your agency and client portfolio. 

*WP Engine’s free migration support is available to new agency customers on qualifying Core WordPress plans with a 12-month contract who are migrating one or more sites.

Additional tools and resources

Beyond plugins and services, a variety of other tools can aid in the migration process, enhancing efficiency and reducing risks. 

Reliable backup solutions, as noted above, are indispensable. Tools like BackupBuddy and WP Staging allow you to create comprehensive backups of your site and database. These backups serve as a safety net, ensuring that you can quickly restore your site if anything goes wrong during the migration process. 

Testing tools are another crucial component of a successful migration. Tools such as Ghost Inspector and BrowserStack enable automated testing across different browsers and devices, ensuring your site functions correctly post-migration. These tools help identify and resolve any compatibility issues or functionality problems that might arise during the transition. 

By thoroughly testing your site, you can maintain a high-quality user experience and avoid post-migration glitches. 

SEO tools are also vital for maintaining and improving your site’s performance after migration. Platforms like Ahrefs, Google Search Console, and Semrush allow you to monitor SEO metrics and detect any drops or issues that need addressing. 

These tools also provide insights into your site’s search engine rankings, backlinks, and keyword performance, helping you make data-driven decisions to enhance your SEO strategy. By keeping a close eye on these metrics, you can ensure that your site’s visibility and search performance remain strong throughout and after the migration process. 

Incorporating these additional tools into your migration process streamlines the transition and safeguards your site’s integrity and performance. They offer a comprehensive approach to handling the various challenges that come with website migrations, ensuring a smooth and successful outcome.

Example workflow

Here’s how you might use these tools in a typical migration:

1. Planning: Start with a migration plan template to outline tasks and timelines. Use spreadsheets to track progress and assign responsibilities.
2. Backups: Use a backup solution to create a full copy of your site and database.
3. Migration: Utilize WP Migrate or another plugin to handle the technical aspects of moving the site. For complex projects, consider a managed migration service.
4. Testing: Conduct thorough testing using automated tools to ensure all site elements function correctly. Pay special attention to SEO settings, redirects, and analytics configurations.
5. Post-Migration: Use SEO tools to monitor site performance and make any necessary adjustments. Keep clients informed with regular updates and reports.

By assembling a comprehensive migration toolbox and following a structured workflow, you can manage even the most complex migrations with confidence and precision.

---

Migrate sites at scale, confidently

Successfully migrating multiple websites requires meticulous planning, the right tools, and clear communication. By following these best practices and leveraging available resources, you can ensure smooth and efficient migrations for your clients.

Find out more about migrating websites at scale, seamlessly, in this on-demand webinar, and visit WP Engine to learn more about our managed migration services and our Agency Partner Program, the largest WordPress agency network in the world.