Phased Website Launches, Done Properly
Releasing a site in stages rather than switching everything at once.
Marcus Adeyemi
Where most projects go wrong
The usual mistakes:
- Both versions indexable simultaneously
- Phases with no measurement
- Inconsistent pricing or content between versions
- Phases that cannot be reversed
What good looks like instead
- Decide what each phase includes before starting
- Control indexing of old and new versions
- Keep messaging consistent across both
- Monitor metrics per phase
- Keep a rollback path for each phase
Why it matters
Phased launches reduce risk, but they need careful handling of duplicate content, redirects and consistency.
The specs that matter
| Measure | Figure |
|---|---|
| Traffic splitting | some users can be routed to the new site |
| Duplicate content | old and new versions can both be indexable |
| Consistency | customers may see two different experiences |
| Rollback | phased launches make reverting easier |
Knowing when to hand it over
Tip: Bring in help when launches carry commercial risk.
Where this comes from
- Google Search Central — Site moves with URL changes
- Microsoft Learn — Deployment strategies
The figures and practices above come from the sources listed.
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Where to go next
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