Many firms are afraid to move their websites because they’ve been warned they might lose their rankings. When done correctly, it shouldn’t be a long-term problem.
The truth is that your website host does have an impact on your rankings. But switching hosts—as a thoughtful, strategic business choice—should be a net positive for your law firm. You just need a skilled consultant to help you manage the transition smoothly to lead to growth.
Let’s address your concerns and lay out the correct process for switching to a new host for your legal website.
Fear: A new host means losing hard-earned visibility.
Switching your law firm’s website to a new host can feel like a risky move.
This is a big decision. You have a legal site that’s gaining traction. It has its flaws and you need to switch to a new host to better support your growing firm.
You may have been warned that you could lose your rankings if you migrate. Will Google forget you exist? How will the bots find you? How will your clients keep track of you?
Good news: You can switch to a new host without losing your rankings—but it’s a precise science. Even better, switching over to a better host can be absolute rocket fuel for growing your visibility to yet unreached heights.
Reality: You can keep your rankings —if you do it carefully.
The fear of losing the visibility you’ve painstakingly built? The fear is real.
Switching hosts, with the right approach, can actually enhance your search engine rankings.
How a website host can impact rankings
Server response time and server security are key elements of user experience. Your server may be helping or hurting your rankings, since Google cares a lot about user experience.
- Page load speed: This is a critical SEO factor, and fast servers deliver fast-loading sites—which are prioritized by Google in search results for being the most valuable and helpful for users.
- Server location: Your current host’s servers might be located overseas, slowing load speed for local users. This could be negatively impacting your local SEO efforts and overall performance.
- IP address reputation: With shared hosting, it’s common for sites to share an IP address (especially if you opted for a cheaper host when first launching your business). But if your site shares an IP with a spammy or malicious site, your site’s reputation could plummet.
- Security: Some hosts don’t offer robust features like SSL certificates and protection against DDoS attacks. Google values secure sites that protect user data, so switching to a secure host could help boost your rankings.
How to retain your rankings with a new host
Ultimately, switching to a new host is probably not a very exciting task for you.
No prob—work with us at OneFirstLegal and we’ll handle the technical bits so you can enjoy a seamless transition to your new website.
When switching to a new host, here’s how to safeguard your hard-earned visibility:
Use Google’s tools: Before you make any transfers, ensure you’re tracking everything with Google Analytics and Google Search Console (formerly Webmaster Tools). These tools will help you monitor any changes in traffic and indexing.
Retain existing link structure and meta descriptions: Your site’s internal link structure and meta descriptions are critical for maintaining your SEO rankings. So, keep the hierarchy intact during the move to prevent any disruption in how your site is crawled by search engines.
Keep high-ranking content consistent: Pages that rank well are doing so for a reason! You can keep the content of these pages as close to the original as possible to support continued indexing and visibility. Tackle improvements later.
Establish redirects: If any URLs are going to change during the transition, you must set up 301 redirects to guide both users and search engines to the new location. This prevents broken links and ensures no one gets lost during the switch.
Switching to a new host should serve three masters: you, your clients, and Google. Allow this mindset to guide your journey and you’ll come out safely on the other side.
Enjoy a seamless swap with expert support
Switching hosts doesn’t have to be a gamble.
To make the most of your transition, consider a tested, Google-friendly template site for lawyers with a secure, responsive server. Opt for the whole package (template + host + roadmap) to save yourself the trouble of pulling a host out of a hat and hoping for the best.
Your business deserves expert support. It doesn’t have to be wildly expensive, either.
Delegate your transfer process so you can focus on delivering excellent service while your rankings remain protected. With the right precautions and expert guidance, your law firm’s site can continue to grow with a new host and a stable foundation for future expansion.
Review and next steps
Switch hosts without losing visibility by using Google Analytics and Search Console, retaining your existing link structure, keeping high-ranking content consistent, and setting up 301 redirects for any changed URLs.
Get started on your website transition with a consultation.
