The migration playbook.
How to move a healthcare marketing site off WordPress without losing search traffic: redirect maps, canonical audits, structured-data parity, and a post-launch crawl. Free.
Chapters
Each chapter answers one question, answer first. Chapters are published as they are written.
- 00
Who is this playbook for?Coming
- 01Should you migrate at all?
Not necessarily. Score the site on eight areas, 1 to 5. Under 20 of 40, migrate. Over 30, fix what you have. In between, the low rows decide, not the total.
- 02What are you actually migrating?
Not the pages: the URLs, forms, scripts, integrations, redirects, linked files, and legal pages the old site accumulated. One spreadsheet; it's the contract.
- 03How do you model content for a multi-audience healthcare site?
Ten document types, eight sections, audience as a field on pages, and providers, locations, and services as records entered once. That is the whole model.
- 04How do you migrate a healthcare site without losing its search traffic?
Build an exact-match redirect map from a full inventory, keep everything but the URL the same, and don't launch until every old URL resolves on the new host.
- 05What is a healthcare marketing site allowed to collect?
Contact details, with consent, sent somewhere you control. Not health details. Make it true by design: webhook-only forms, consent-gated tags, typed events.
- 06What does accessibility require on a healthcare site?
WCAG 2.2 AA, checked by axe on every change and by hand on the pages patients use, plus an honest accessibility statement. Healthcare is the most-sued sector.
- 07
How do you keep a site fast after launch?Coming
- 08What does the migration itself look like?
Five phases over about four months, three payments, six named roles on your side. The schedule is set by content, approvals, and access, not by the code.
- 09What happens in launch week and the month after?
Launch is a DNS change on a site finished weeks earlier. The month after is reading reports: 404s, impressions, form receipts. Old host off after 30 clean days.
- 10
How do you keep the site healthy?Coming
Reading the whole thing? Every published chapter on one page, for reading straight through or printing.
Want this run on your site?
The assessment is the playbook applied to your site: the scorecard from chapter 1, the inventory from chapter 2, and a fixed price for the build. Two to three weeks, $12,000, credited against the build.
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