Let’s say your local business has grown to the point where you need to expand into new markets. Your old domain tied to a particular street or town is a serious obstacle to expansion.
Anyway, changing your domain is a very serious step for your online enterprise. Keep in mind that this process carries a huge number of risks, including possible loss of traffic and poor search engine rankings.
So, can you change your domain name with minimal financial and reputational loss? Yes, if you do it right, taking into account the many marketing and technical aspects.
Whatever your reason for changing your domain name – rebranding, going global, or simply wanting a more attractive digital name – you need a step-by-step plan. After reading this article, you’ll know everything you need to successfully migrate your site to a new domain with minimal risk.
Preparing to Transfer to a New Domain
Do you already have a website with a domain that doesn’t suit you for whatever reason? Before switching to a new name, conduct a thorough audit of your web project.
The results of the audit are important because they will help you identify the most valuable pages in terms of traffic and SEO. You’ll also be able to identify potential vulnerabilities, so consider the following:
- Traffic sources. Use Google Analytics or similar tools to identify pages that attract the most visitors. Keep in mind that pages that contain a lot of keyword phrases and attract the most organic traffic have the most value to your business.
- Your search engine rankings. Find the pages that rank the best.
- Internal link structure. Experts recommend creating an internal link map to simplify the process of updating them on a new domain.
Your next step is to create a backup of your web project. Save all your website files in a safe place and also make copies of your databases.
Finally, choose the best time to move your site to the new domain. For example, for most B2B companies, weekends are the best choice while e-commerce sites should be migrated outside of peak sales and major promotions.
How to Change Domain Name
Decided that your current domain name is outdated? You can buy domain name already used by someone else or try to come up with a unique name that sounds good and attracts people.
Choosing and Buying a Domain
Before you spend your money, consider a few important factors:
- Is the name affordable? Also, make sure the one you choose matches your brand and is easy to remember.
- What about the domain’s history? Use specialised services to find out by whom and how the domain has been used before. Domain names with a positive history are key to the success of your online business.
- Consider the legal aspects. Your new name should not be associated with registered brands and should not infringe on trademarks.
Are you okay with the above? Then let’s move on.
Server and Hosting Settings
Often web project owners switch to a new domain name along with a change of hosting. If this is your case, then follow these recommendations:
- Perform file transfer. Use a reliable FTP client to upload files to the new server without losing the folder structure.
- Import databases. Probably your site – like most others – uses a CMS. In this case, migrate the database with updated configuration files to get everything working correctly.
- Configure DNS. While this process can take about 2 days, it is critical that DNS records point to the new server to avoid issues with loading some pages.
If you don’t have technical knowledge, then trust the above processes to professionals.
Testing
Can’t wait to launch your website on the new domain? Take your time as you need to thoroughly test the following first:
- The performance of all pages and links. This way you will be able to identify links leading to the wrong pages and the presence of 404 errors.
- Forms and functionality. Make sure that feedback forms, a shopping basket and other important elements are working correctly.
- Mobile version. Check that the site with a new domain still displays correctly even on devices with a small screen.
Also, you need to set up 301 redirects from the pages of the old domain to the existing ones to keep traffic and high positions in search results.
Update Information on External Platforms
Would you like your new domain name idea to maximise the benefits for your business? Don’t forget about external placeholders such as social media and email.
Update your website’s information on social media, business directories and other placeholders so that users click on the right links. In addition, update links in email templates and change the domain information in your Google My Business profile and similar services.
Notify the Audience of the Transition
As you can see, migrating to a new domain is a fairly complex process from a technical standpoint. However, it is also an important event in terms of engaging with your audience.
If you look at the graph from Colorlib, you’ll see a huge increase in domain registrations over the last 4 years. Despite this, many companies are making the switch to existing domains to gain some sort of competitive advantage.
If you don’t alert your audience about the domain name change, you could face a lot of problems including reduced trust in your brand, loss of customers and a drop in social media activity. So, prepare thoroughly by making an announcement on the old site, letting your audience know about the transition on social media, and using email, messengers and push notifications.
Bottom Line
Whatever the reason for switching to a new domain, it can be a fresh start for your business. If done correctly and without making mistakes, your new domain will be a powerful boost to your web project.
Before making the transfer, think carefully about all the details and create a step-by-step plan that includes both technical processes and formal parts such as audience notification. By following this plan, you will not only maintain the achievements of your business but also open new horizons.