Launching a new website should feel like progress.
In reality, it’s often the final stage of a long process, and the point where small oversights can create unnecessary stress.
After years of running website projects for live performance organisations, we’ve learned that successful launches rarely hinge on design or build alone. They hinge on preparation.
Here’s what needs to be in place before you press “go live”.
1. Access to Your DNS Settings
One of the most common launch-day blockers is simple: access.
Whilst an agency will usually cover this during the onboarding phase, it’s still on the client to take responsibility for providing access.
To make a new site live, your agency will usually need access to your domain’s DNS settings. These are typically controlled:
-
by your hosting provider (use https://who.is/ to find out if you’re not sure)
-
by a domain registrar (e.g. GoDaddy, 123-Reg, Google Domains)
-
or sometimes by a previous developer
Before launch week, confirm:
-
who controls your domain
-
that login details are available
-
that access is up to date
Avoid discovering this at the final hour.
2. Confirm Your Primary Domain
Decide in advance whether your primary domain should be:
-
www.yoursite.org
-
or yoursite.org
The secondary version should automatically redirect to the primary one. This protects search visibility and avoids duplication issues.
3. Take a Full Backup of Your Existing Website
Even if your new site is a complete rebuild, your old one still holds value.
Before anything is switched over:
-
Take a full backup.
-
Archive key content and downloadable assets.
-
Confirm access to historic event pages and media.
For organisations with large “What’s On” archives, this is especially important. Historic content often supports SEO, reporting, and long-term credibility.
4. Agree on a Content Freeze Period
Before deployment, agree on a short content freeze window.
Once the final version of the site is prepared for launch, any new changes made to the staging site may not carry over during deployment. A clear cut-off point avoids confusion and accidental content loss.
This doesn’t need to be long, but it does need to be deliberate.
It’s also important to plan your website content carefully as part of the project.
5. Use a Staging Environment
Your new website should be built and reviewed on a staging domain, not directly on your live site.
This allows:
-
content population
-
structured internal review
-
form testing
-
integration checks
Staging environments reduce risk and make launch calmer.
6. Plan Your Redirect Strategy
If your existing site has been live for several years, it likely has:
-
indexed event pages
-
archived news
-
blog posts
-
downloadable resources
Without a redirect strategy, search visibility can quietly drop after launch.
At minimum:
-
Preserve core navigation URLs where possible.
-
Redirect high-traffic or high-value pages.
-
Map old URLs to relevant new ones.
This protects years of accumulated effort.
Your agency can support with this but be sure to mention it during the brief (if they don’t).
7. Understand DNS Propagation
When your new site goes live, DNS settings are updated to point your domain to the new server.
Sometimes this change is immediate. Occasionally, it can take several hours to fully resolve worldwide. During that period:
-
some users may see the old site
-
others may see the new site
-
very occasionally, users may briefly see error messages
This is normal internet behaviour and usually settles quickly. Launches are often scheduled during lower-traffic times to minimise disruption.
8. Hosting & Security Layers
Modern hosting setups often include additional layers such as Cloudflare for performance and security.
These improve resilience and protection but can add a small layer of technical complexity during deployment.
Used properly, they increase stability, particularly important for organisations relying on ticket income or donations.
Discuss this with your agency.
9. Assign SSL Certificates
Secure websites (https://) require an SSL certificate.
Assigning one is standard practice, but the configuration should be verified during launch. While issues are uncommon, careful monitoring ensures everything functions as expected.
10. Test Contact Forms. Then Test Them Again
Forms are usually tested thoroughly in staging.
However, once a site goes live, server environments can occasionally affect email delivery depending on how email hosting is configured.
Before and immediately after launch:
-
Submit multiple test forms.
-
Confirm emails are received.
-
Check spam folders.
-
Assign someone internally to monitor submissions during the first week.
Most systems store submissions within WordPress itself, providing an additional safety net.
11. Check Ticketing & Donation Journeys End-to-End
For live performance organisations, this step matters.
Even when ticketing is handled by a third party:
-
Are “Buy Tickets” buttons clear?
-
Do they open in the correct way?
-
Is the journey intuitive?
-
Does it feel intentional rather than bolted on?
For donation flows:
-
Are payments processing correctly?
-
Are confirmations and receipts configured?
-
Is Gift Aid handled properly (if applicable)?
Launch week is not the time to discover broken revenue pathways.
12. Review Hosting Contracts Before Cancelling Anything
If you’re moving hosting providers:
-
Confirm when your existing contract ends.
-
Avoid cancelling before the new site is fully stable.
-
Check whether email hosting is bundled with web hosting.
Many organisations accidentally disrupt email by cancelling hosting too early.
Web hosting and email hosting are often best managed separately for reliability.
13. Install & Verify Analytics
If you’re using Google Analytics or similar tools:
-
Confirm tracking is installed correctly.
-
Document baseline metrics before launch.
-
Re-check goal tracking and conversions.
A launch resets context, but you still want continuity of insight.
14. Expect a Short Post-Launch Adjustment Period
No website launches perfectly.
It’s common for small issues to surface once real users begin interacting with the site. Planning a short review window (2–4 weeks) allows for:
-
minor bug fixes
-
layout refinements
-
journey adjustments
Calm iteration after launch is part of responsible digital delivery.
15. Be Realistic About SEO Fluctuations
When a new site goes live, search engines need time to reindex it.
Even with careful redirects and technical preparation, rankings may fluctuate temporarily. This is part of the natural re-crawling process.
Before launch:
-
Record key search metrics.
-
Monitor performance over several weeks.
-
Avoid reacting to short-term shifts without context.
SEO protection is about preparation and patience.
We wrote a post about SEO planning for your website, which may be useful if you’re thinking about a new website.
Final Thought
A successful website launch isn’t dramatic.
It’s methodical.
For organisations producing live, time-based experiences, your digital presence supports:
-
reputation
-
income
-
audience confidence
-
and long-term growth
Launch day should feel calm, not chaotic.
Preparation makes the difference.
Planning a new website for your live performance organisation?
If you’d like a calm, structured approach to launch and delivery, feel free to get in touch at [email protected].
Hero image generated using Grok (AI).