ConceptA tool I would build. Not client work.

A control room for a site move.

Moving a site is one morning. Whether the old addresses still answer afterwards is decided in the weeks before it. This is where you watch that happen, address by address.

Book a 20-min call Try the demo

Concept

Not client work

Drawn for: A marketing head leaving WordPress or a site builder, who answers for the search traffic.
The problem: The move is booked for Thursday and nobody can show me which of our old addresses will still answer on Friday.
The money: WordPress sites pass Core Web Vitals on mobile 45% of the time, against 85% for the best platform. Web Almanac, 2025 (opens in a new tab). Google says a small or medium site takes a few weeks to move and that redirects should stay for at least a year. Google Search Central (opens in a new tab).
Belongs to: Migrations

Every company, person and number on these screens is made up. Nobody has bought this yet.

Live demo

Rehearse the move before it counts.

A made-up site, rehearsed in your browser. No address is requested and nothing here is live.

DemoPress play to rehearse the move. Failures pin to the list: decide each one and the field goes fully green.

Rehearsal 3

9 to decidefernhill.example, old site against new

Tested: 1,240 of 1,240
Answer: 1,231
Fail: 9

/blog612 of 612
/products318 of 318
/docs204 of 204
/pages106 of 106
Not tested Answers Fails

Needs a decision9 open, 0 decided

/products/old-range/Redirects to the home page
310 visits9 links
/blog/category/news/page/3/404. Archive page 3 was not rebuilt
12 visits0 links
/pages/About-UsDuplicate. Differs only in capitals
75 visits1 links
/products/ridgeline-2-tent/?color=greenRedirect chain, 3 hops
960 visits4 links
/blog/2019/05/14/pricing-update/404. No redirect rule covers dated posts
1,840 visits23 links
/blog/?p=1432404. An old query-string address
410 visits6 links
/products/stoves/feed/404. The feed was not rebuilt
38 visits0 links
/docs/Warranty.PDFFile left on the old host
220 visits31 links
/docs/v1/setupRedirect loop
140 visits2 links

9 addresses still fail. Decide each one: where it should go, or that it is dropped on purpose.

Concept

Rehearsal

Every old address is requested against the new site before launch day. What fails waits for a person.

The rest of the tool

Three more screens.

The paperwork behind a launch: where every address goes, what changed on each page, and who closed each gate.

Fernhill move

URL map1,240

Rehearsals

Parity check37

Launch gates1

After launch

Watch, 90 days

Costs retired

Lena VossHead of marketing

Fernhill moveURL map

Find an address/

Export

All1,240Matched702Redirect431Merge88Drop19

Old address	New address	Decision	Visits a month	Links in
/	/	Matched	18,400	212
/products/ridgeline-2-tent/	/products/ridgeline-2-tent	Matched	3,310	17
/about-us/	/about	Redirect	2,150	38
/blog/2019/05/14/pricing-update/	/blog/pricing-update	Redirect	1,840	23
/products/stoves/	/products/stoves	Matched	1,420	8
/blog/2023/10/packing-a-tent-for-winter/	/blog/packing-a-tent-for-winter	Redirect	1,105	12
/contact-us/	/contact	Redirect	940	21
/blog/category/news/	/blog	Merge	620	4
/docs/setup/	/docs/setup	Matched	510	3
/blog/?p=1432	/blog/moving-office	Redirect	410	6
/products/old-range/	/products	Redirect	310	9
/docs/Warranty.PDF	/files/warranty.pdf	Redirect	220	31
/blog/tag/company-news/	/blog	Merge	85	0
/pages/About-Us	/about	Merge	75	1
/products/stoves/feed/	Nowhere, on purpose	Drop	38	0
/blog/category/news/page/3/	Nowhere, on purpose	Drop	12	0

Showing 16 of 1,240, by visitsEvery drop is signed off by nameCrawled 9 Nov, 08:12

Concept

URL map

Every old address, where it goes, and how much traffic and how many links depend on it.

1 / 3

Fernhill move

URL map1,240

Rehearsals

Parity check37

Launch gates1

After launch

Watch, 90 days

Costs retired

Lena VossHead of marketing

Parity check/products/ridgeline-2-tent

4 of 37

OldWordPress

NewStaging

1,221 pages compared. 1,184 are the same or better. 37 have a difference someone should read.

Compared	Old	New	Result
Title	Ridgeline 2 tent \| Fernhill	Ridgeline 2 tent \| Fernhill	Same
Heading	Ridgeline 2	Ridgeline 2 tent	Changed, approved
Description	148 characters	148 characters	Same
Canonical	/products/ridgeline-2-tent/	/products/ridgeline-2-tent	Same, after the redirect
Structured data	Product, 2 warnings	Product, 0 warnings	Better
Words on the page	412	412	Same
Images with alt text	5 of 7	7 of 7	Better
Links out of the page	14	13	1 missing: /size-guide

Next in the queue	What differs	Visits a month
/products/stoves	2 links out of the page are missing	1,420
/blog/packing-a-tent-for-winter	A form is not on the new page yet	1,105
/contact	Description is 40 characters shorter	940
/docs/setup	Heading changed	510
/about	Title changed	2,150

7 of 8 fine on this page1 to fix before launchMark as fixed

Concept

Parity check

The old page against the new one: title, heading, description, canonical, structured data, links.

2 / 3

move.fernhill.example/gates
Fernhill move
URL map1,240
Rehearsals
Parity check37
Launch gates1
After launch
Watch, 90 days
Costs retired
Lena VossHead of marketing
Fernhill moveLaunch gates
Launch planned for Thu 12 Nov, 07:00
7 of 8 gates are closed.
Each gate is closed by a named person, with the proof next to it.
Every old address answersRehearsal 3: 1,240 of 1,240Sam, 10 Nov
Titles, descriptions and canonicals carried over1,221 pages compared, 0 openLena, 10 Nov
Analytics fires on the new site4 of 4 events seen on stagingLena, 9 Nov
Forms deliver3 of 3 test messages arrivedSam, 9 Nov
Sitemap ready to submit1,221 addresses, no redirects in itSam, 10 Nov
The way backOld host stays up, read-only, for 30 daysSam, 10 Nov
DNS switch is fastLowered on Mon 9 Nov. Ready today at 14:00Waiting
Redirects stay for at least a yearReminder set for 12 Nov 2027Lena, 10 Nov
One gate is open. The launch button unlocks when it closes.
Launch
Launch morning, Thu 12 Nov
06:30Old site goes read-only
07:00DNS points at the new site
07:05Rehearsal 4, on the live site
07:30Sitemap submitted
09:00First look at 404s and forms
Day 90Before-and-after report
Concept
Launch gates
Launch stays locked until every gate is closed by a named person, with the proof next to it.
3 / 3

The money

What it would be worth.

The risk of losing your search traffic becomes a list, with a name next to every open item.

I found no public figure for what a careless move costs in traffic, so I won’t quote one, and nobody can promise rankings. What you can count is what search brings in today. That is what the list is there to protect.

What the list protects

Visits a month from search

Share that buy or enquire

What one of those is worth

Type your numbers and the sum appears here.

This is what your search traffic is worth on your own numbers. It is not a forecast of what a bad move would cost: I found no public figure for that, so I am not quoting one.

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All explorations

Want this for real?

Tell me what yours has to do. In 20 minutes you will know whether it is worth building, and what I would cut from this drawing.

I would scope it as a migration: from €12k, usually 2–4 weeks. What that includes