Audit Profile Website Links After a Domain Change or Website Redesign

A website migration can break a listing without changing the listing

A Business Profile may still point to a URL that used to work, while a redesign changes the path, domain, page structure, or booking system. Customers may encounter an error, an irrelevant homepage, a redirect loop, or a page for the wrong branch.

Include public profile links in the migration checklist. Do not wait for a drop in enquiries to discover that a high-intent destination is broken.

Inventory every profile destination

List the main website URL and any additional links the profile uses, such as appointment, menu, order, or service destinations where those fields are available. Record the expected landing page, target branch, owner, and current status.

For multi-location businesses, inspect each branch profile independently. A global redirect can make every profile open the same generic page even when each location should have a specific destination.

Test redirects and final destinations

Open links from the public profile on mobile and desktop. Follow the full redirect chain and confirm that the final page loads securely, explains the relevant service or location, and offers a working next action. Watch for redirect loops, expired campaign pages, certificate warnings, and pages that require an unexpected login.

A redirect is not automatically good because it returns a successful status. It should lead to the closest relevant current page. If a discontinued service has no equivalent, explain the change rather than silently routing visitors to unrelated content.

Preserve analytics carefully

Check that analytics tags and conversion events continue to work after migration. Use controlled test submissions and verify the event in the relevant reporting system. Avoid counting internal tests as genuine leads, and document any measurement gaps during the transition.

Do not claim that a particular profile caused every conversion simply because the visitor arrived through a tagged URL. Tracking depends on consent, browser settings, attribution windows, and the configuration in use.

Keep the public link accurate

Update the profile’s website or other supported URL fields through the current interface when the destination genuinely changes. Review the public result after saving. Platform review or propagation can affect when a change appears, so distinguish a submitted edit from a verified public update.

Avoid adding tracking parameters that break the destination or make the URL confusing. Test the complete URL, including parameters, on common mobile browsers.

Plan a rollback and monitor errors

Before launch, keep a record of the previous working destinations and define who can restore them if the new site fails. After launch, monitor server errors, form submissions, booking completion, and customer complaints. If a serious issue appears, prioritise restoring a working customer route over polishing low-impact design details.

Frequently asked questions

Should every location profile link to the homepage?

A homepage may be appropriate in some cases, but a relevant branch page can provide clearer location-specific details when available.

Does a redirect mean the migration is complete?

No. Test the final destination, relevance, mobile usability, forms, and measurement.

How long should I monitor the new site?

Monitor closely after launch and continue normal checks based on traffic and business risk. Choose a cadence that can catch errors before they affect many customers.

Link audit checklist

Inventory profile URLs, test final destinations, verify branch routing, inspect redirects, validate analytics, maintain a rollback route, and check the public profile after edits. A working link is part of the customer service experience.