The importance of having a content strategy for your site migration
Website migrations which involve moving a website to a new design with a different IA are usually the most challenging. Often, the objective is to optimise the user journey by simplifying the site's structure and its content. To meet this objective and for the website to not experience a drop in performance, careful and thorough content retention and performance plans must be developed and implemented.
A content retention audit will inform us which pages – and therefore what content – from the website should be retained on the new site and which pages can be retired. It is based on examining various performance metrics with customised criteria and thresholds. A content retention analysis can either provide input at the early stages to design the IA or to tweak an already established IA. For regularly published content such as press releases or blog posts, it may be required to create custom content retention policies. Or it may occur that there are similar pages which can be consolidated into one page or to form smaller hubs. In this case, a content consolidation analysis would be carried out to match pages for consolidation, based on creating an advanced performance overlap matrix.
To ensure a smooth transition to the new website design and IA, it is always advised to carry out the full set of content retention activities. This will greatly help in carrying over the most value from your current site version, whilst introducing all site improvements with the new design.