Episode 19: Website Migration: From Old To New
Website migration: It’s not as scary as it sounds. Join Tim and Robbie as they break down the complexities of moving your website to a new platform. We'll share tips, tricks, and real-life experiences to help you navigate this complex process.
“No joke, man. I go through multiple of these a year and if you guys could see my hair like over the last five years, it just keeps getting like grayer and grayer and grayer.”
Objectives
In this episode, you will be able to:
Understand the complexities of website migration.
Identify the importance of strategic planning and the need for thorough preparation before initiating a website migration, including assessing current systems, defining long-term goals, and selecting appropriate platforms.
Recognize the impact on various marketing channels.
Build a strong foundation for future growth by selecting scalable platforms and implementing effective marketing strategies.
Transcript
Robbie (00:00)
Tim, what do the elderly and old legacy websites have in common?
Tim (00:05)
I con’t know man, I can’t even put the dots together.
Robbie (00:07)
Well, they both are probably going to migrate to a warmer climate at some point. And if not now, they’ll likely end up being forced to. Piña coladas while figuring out a website.
Tim (00:20)
Nerdy bird specials.
Robbie (00:22)
It’s gonna be wild for everyone involved.
Tim (00:24)
Okay, so what are we doing with this? Migration is the only thing I got to pick up. Or Nursing homes.
Robbie (00:29)
Nursing homes. Migrations. We’re gonna get into both of those today.
[Intro]
Robbie (00:43)
This is Tim and Robbie with the Content Community Commerce podcast. We talk about topics at the convergence of content, community and commerce. And today we’re gonna be talking about something that causes a few gray hairs on my head near. Near and dear to your heart.
Tim (00:55)
Yeah, I was waiting for you to say near and dear, and I’m gonna be like, it’s near, it’s not dear.
Robbie (01:01)
It’s not dear. It was like an abusive relationship and I got out of it. But a migration of a website, migration of a system. Migrations hurt in general and they’re not easy to do, but they’re pretty necessary at times.
Tim (01:19)
Yeah, no joke, man. I go through multiple of these of the year and if you guys could see my hair like over the last five years, it’s like, it just keeps getting like grayer and grayer and grayer.
Tim (01:29)
Some might say it’s my kids, but honestly, I think it’s the migrations that do it. They’re necessary, but they’re not fun.
Robbie (01:37)
They’re not fun at all. Typically, if you’re going through this process, you’re either being forced to, like probably 95% of people, or there’s a really big opportunity on the other side, and you just want to take advantage of it. But in many cases, if you have a business that’s doing well, you’re probably at that point because you’re being forced to, since your systems may not be working. You may not be functioning at the level you want to be, or, yeah, systems not working and things just not working is a big, scary component of a website.
Tim (02:10)
I’m trying to think through every migration I’ve been involved in. I don’t think any of them have been because somebody saw an opportunity and thought, ‘Hey, let’s move.’ It’s literally the first thing you said—it’s forced. It’s like when you’re in a building and the smoke detectors are going off, and you’re in your office trying to do stuff, thinking, ‘I’ll just wait and see if they stop,’ but the alarms keep going, and you’re still waiting. Then eventually, the fire marshals start walking the floors, telling you that you need to get out of the building. That’s usually when people realize, ‘Yeah, we should probably migrate our website.
Robbie (02:41)
Or they’re waiting until there’s a fire and thinking, “I’m not going to leave until there’s fire in my office.
Tim (02:47)
Yeah. It’s like I could jump over that.
Robbie (02:49)
I need to see it in my office. I’ll break the window and then I’ll go. But really, it’s a unique topic because it’s so specific and nuanced, and migration is probably the first project we worked on together.
Robbie (03:03)
It’s like in a former life when I was leading marketing for an e-commerce business, and we were migrating a site from a homegrown system built around 1998. There were no developers left who had built that system, and nobody would touch it with a ten-foot pole.
Tim (03:21)
It was beautiful.
Robbie (03:22)
The pile of beer cans and sticks was so nuanced that nobody even knew what was going on. The site was basically a sinking ship; it was more like a blimp gradually falling from the sky because we couldn’t change things. We knew mobile-first indexing was coming along, and we knew that would wipe us out. Basically, if you introduced a new code, like a discount code, it would break the site
Robbie (03:51)
So like there was nothing we could do on this a goat ship of a website. So a migration needed to happen. But the process of that was really tough.
Tim (04:02)
Yeah, that brings back some good memories because we became friends over it, but it was also bad. It was dicey, and it’s something that every website is going to face eventually, or every business owner or marketing team will have to deal with. There are some things you really need to think through because it will impact every facet of the business—not just the marketing side, but right down to the business level and the future of the business. If it’s done wrong, the building will burn even more.
Robbie (04:37)
The building will burn even more. I’m sitting here like sweating, just thinking about it.
Tim (04:40)
There are yellow stains forming.
Robbie (04:43)
I look like I’ve just been running outside because I’m so nervous—it’s anxiety-inducing. But it’s a really unique component that people need to think through carefully because the pitfalls are so drastic. The biggest thing we were worried about early on was, “Hey, is this system going to work?” And then, “What does the hit to organic traffic look like for our business?” At that time, we were seeing around $3 per organic session. When those organic sessions drop off, it’s a scary predicament because if we have tens of thousands of organic sessions, that’s a lot of revenue lost very quickly.
Tim (05:23)
So yeah, shivers, shivers.
Robbie (05:26)
So doing all those things right, takes a lot of time. It takes a lot of effort.
Tim (05:30)
So where do people start? Let’s just look at the business level. What are some of the things that people need to be thinking about? Hopefully, if you’re listening to this, you won’t wait until you’re forced into it, but instead, you’ll look ahead to identify opportunities and determine when you should make the move. So, what are the things people need to consider initially?
Robbie (05:51)
I always think about what’s the best long-term environment for their growth and what system would simplify their lives so they can focus more on their business rather than the technical aspects of running the system.
Tim (06:04)
Yeah. So like a CMS is like that first thing, like what’s gonna grow with you?
Tim (06:10)
Like if you’ve been on a growth trajectory, don’t go from a legacy system to something that’s going to, like, kneecap you at a certain level where you can’t grow any further in that. Like, think of the thing that’s going to take you the next 5-10 years down the road. It doesn’t mean you’re not going to update your website, but at least the content management system is going to be able to scale to that level of, like, “Hey, we’re currently at a million dollars, but we’re going to be at $50 million five years from now, or a hundred million dollars or whatever it is in 10 years.” You don’t want something like, “Hey, let’s do WooCommerce,” and you know, not that it’s bad. It’s just not something that scales as well as a, you know, Shopify where you might go in at a mid-level one, but can go to an enterprise level and stay in the same ecosystem.
Robbie (06:58)
Yeah. And what’s nice about that is too, it’s like when you have like an established platform and this is no way paid or sponsored by Shopify, but Shopify if you wanna throw us some money, like we can retroactively be a sponsor. But they’ve solved a lot of those problems before. They’ve helped so many merchants. They’re not reinventing the wheel in so many of those situations where you have some of the largest e-commerce stores on the planet. Using that system, it makes things a lot easier because like you’re suddenly not worried about like, making systems talk, right? You’re worried about like focusing on your marketing as opposed to like building your own like unique novel reinventing the wheel system.
Tim (07:41)
Yeah. And that’s something we’re eliminating—the development challenges of starting with a bare-bones CMS where you’re trying to figure out things like, “How do we design our cart and checkout?” Let’s eliminate those headaches and let someone else manage that part. Or if you’re in the B2B space and need integrations, look for a CMS that can communicate with your CRM or ERP. HubSpot might be a good option, or you might need something larger like a Microsoft product. Although it makes me feel a bit uncomfortable, it might be necessary.
Robbie (08:21)
It feels dirty.
Tim (08:22)
It does. Those ones come with more complexities at that stage. Like you do need to bring in developers, but thinking from that business level, like what are all of the tools in the stack that we have and what do we need to be able to pair that and to see is going down the road in the future? And that’s the first stage, like locking that in and then you start going into like the granular pieces tied into that. And you mentioned, you know, shipping for the sake of it. Like, you know, well yeah, we ship a bunch of packages, does our platform talk with that label generating tool?
Robbie (08:53)
And your tech stack needs to be integrated at that stage too. Because does Shopify talk with ShipStation and talk with the carrier shipper HQ? And then does ShipStation talk with your email system? How well does that integrate with all of those things?
Tim (09:11)
Does it work with my constant contact?
Robbie (09:13)
Does you work with constant contact.
Tim (09:16)
Or do we maybe need to move off costing conduct? Yeah, sorry, this podcast is not sponsored by conica.
Robbie (09:21)
Yeah. Not constant contact. We won’t be hearing back from us, but seriously, that was just the sleaziest thing that sounded so dirty. But really though, it’s something where this is also a really good time for you to think through what those new systems need to look like. And when I think about this migration process, it’s kind of like resetting a broken bone to get it to fit right. So like, you broke your arm, it’s never healed correctly. It’s kind of become what it is over time, but it didn’t start off that way. It’s not functional the way you want it to be anymore. And it’s probably really really weak and you don’t want to use it anymore. So you may have to rebreak that bone to get it set right.
Robbie (10:06)
So you won’t run into that issue long term. But when you’re doing that, the other things you can think about are what else you’ll need in that future state, how else you can leverage that, and what opportunities will come with this migration to get yourself into a better future state later on.
Tim (10:25)
Yeah. I’m just thinking of the rebreaking the bone, and it truly is like a reset that allows things to realign and go forward the right way. Because eventually, if you’re growing, you’ll tire out old systems and band data together methods that you use. And this is your opportunity to just go through that stack, look at them all, and figure it out. But then looking beyond the business side, you know, if you’re a marketer, you’re thinking about how all of this is changing. What does this mean for organic email, paid direct, and all the places your traffic’s coming in from? What should you consider?
Robbie (11:08)
So we always talk about this e-commerce revenue stool. The different legs of our stool are the different revenue-driving channels: SEO, email, paid. These are the main components of the revenue stool for most e-commerce stores. Paid social is also in the paid category. If you have affiliate programs or other things that work well for you, those are also core components. How will these be impacted by this migration? When you migrate, each of these different systems will be impacted.
Robbie (11:46)
SEO is probably the one that will take the biggest shift. Google has to revalidate that you are the same entity. It’s like when my wife changed her last name. She had to go to the DMV, get a new passport, and do all these things just to get a hyphenated name added to her last name. That’s the process you have to go through. You have to validate to Google that you are the same entity, and it hurts. It’s painful and annoying, but you have to do it. And in that time, there’s a lot of volatility for your organic traffic too.
Tim (12:24)
Yeah. I think there are two levels of impact. If you’re keeping the same business entity name, so if your domain is not changing, you still are going to have a lot of changes. Google has to understand a whole new architecture of the site. But then there’s the next level: when you’re not just changing systems but also rebranding in the process. That’s like the name change you mentioned. When Google has to learn an entirely new entity and everything it understood about you, the complexity increases significantly. SEO is probably the channel that has the most potential for volatility in a migration. But then there’s also the ripple effect on paid and email.
Tim (13:10)
But you need something that’s gonna protect you during the process.
Robbie (13:14)
Yeah. So when you migrate a site to a new system that’s different from your previous one, we had to basically start paid from scratch. We had some existing audiences, but those pixels had to retrain themselves on the new system. We had to reengage our Google ads to get up and running. And without good data on who converts, why they convert, and how they convert, it doesn’t have as much insight to work with.
Tim (13:44)
And that’s not an overnight learning word. No. Like that’s something where you could be in like 30, 60, 90 days depending on the volume of traffic that you get. If you have a lot of traffic to your site, it’s probably gonna learn quicker.
Tim (13:56)
But if you don’t have a ton of traffic, the learning’s going to be much longer for that.
Robbie (14:01)
You need at least 50 conversions before the real learning part starts. It takes that to get to a baseline. And then beyond that, you’re learning and growing quickly from it. But it’s a really scary time because you have all of these things happening at once. What does that launch plan look like? I remember back in the day, we had a step-by-step launch plan. We had every one of our vendors and partners on board with it because it was freaking scary. You came in on the day of and were like, “Okay, let’s make sure this doesn’t blow up completely”.
Robbie (14:37)
Which was wonderful. And like we started meeting with you like six months ahead of time just to help us like understand what we needed to do.
Tim (14:46)
Because there’s a lot of planning, and even with that, there are so many moving parts on this site and so many structural changes. Traffic did take an impact because Google had to learn something so different. And that’s one of the challenges. If you’re on a legacy system and your site is built in a really antiquated way, where you won’t be able to create the same types of landing pages in the future, they’re not heavy keyword-stuffed pages. Those pages have probably already seen a drop in traffic at this stage. But when you were doing it, it was kind of in the tail end of an era where those heavy text pages would perform differently.
Robbie (15:27)
They were like Thanksgiving turkeys just stuffed as deep as they could with like white, white text. And it was scary.
Tim (15:34)
But going from that to something where our new collection page has only two sentences at the top, it’s totally different. Google has to relearn, and you’ll take an impact. That’s why you need to forecast the impact and estimate how many days you might be bleeding after this. But knowing that you’ll come out stronger, it’s like breaking a bone. It’s going to hurt, and it might hurt for a little bit afterward. How long will our ads be down? What can we do to hold or prop things up for 30, 60, 90 days while our ads are getting back on track? Our organic traffic might also be off for 30, 60, 90 days until it start to recover to where it was. How can we protect ourselves and shelter that blow as much as possible?
Tim (16:26)
There are two parts to the SEO side of migration. If it’s straightforward, you can preserve and keep traffic moving steadily. If it’s super complex, you have to figure out how to shelter things as much as possible. We know we’ll take a haircut, but it will grow back in 30 days. But we’re taking it to where it’s only a haircut and not like an actual scalping to where we take the skin right off too.
Robbie (16:52)
And that can easily happen too. In our case, there were a few bugs on the development side that we didn’t know were happening. Pages were rendering really weirdly, and things were not readable by Google.
Tim (17:12)
Small details.
Robbie (17:13)
And it’s small details. But we knew we were going to take a hit. This is actually how I got into email marketing. We saw paid would be one of our channels to cushion the blow. So we increased our paid ads for that window of time. We were also working to get into email marketing to retain existing customers, which we hadn’t done much in the past. This would help cushion the blow from the loss of organic. These were our two main ways of cushioning the blow in the short term until organic comes back roaring.
Tim (17:56)
Yeah. Before you move, you should already have this in place. Having email will allow you to communicate with your audience about the changes happening and the new site. You can provide a code to celebrate the launch. This will help a large group of people transition smoothly so they don’t feel completely alienated.
Robbie: (18:31)
And does your account transfer over?
Tim: (18:38)
I had a gift card balance. Where did it go?
Robbie (18:40)
Message your audience and say, “Hey, we are gonna be moving the stuff over. If you have any questions, let us know. Wou can still access your legacy system for gift card information, but you may not be able to bring everything over. We won’t migrate your passwords to protect your privacy.” You need to think about this in the process too. Your customers who have accounts and have used your system want to be with you on the other side of this. I think you talked about planning the migration for a year to six months. But three months out, you need to be thinking about how to communicate this early to your existing customers, your best customers, and how to tease it out and communicate it up until the migration actually happens.
Tim (19:29)
Yeah. Let’s get a little bit tactical. If people are listening and thinking this is all theoretical, I’m going to die here. It’s like I’m literally going to burn the entire company down. Let’s look at the marketing stool and the three main legs: email, paid, and SEO. If somebody’s thinking about this, where do they start? How do they think tactically about what they need to do with paid, pre- and post-migration? Same with email and SEO. So for paid, where do they go? What do they need to be thinking of, and how do they position that?
Robbie (20:12)
If you’re working with a paid side partner, you should be working with them to ensure you’re on a good side on the other side. Work with them to align your strategy on the other side. Know what your collections look like, know what your site architecture looks like, know how that functions and how that works. So by the time the migration happens, they’re ready with your campaigns and can use your merchant center account.
Tim (20:41)
Connect your shopping feed on again.
Robbie (20:43)
Yeah, yeah. Making sure all those things are connected early and then go back in and get some of your lower long tail ads campaigns. But get your core campaigns up and running early and then inject a little bit more cash into there early. Be comfortable bidding more because the system’s going to be learning and growing really quickly, and you know, you’re going to see a lower ROI ads in that first six weeks to six to ten weeks.
Robbie (21:09)
But that’s something you need to be planning for ahead of time. So how do you have a little bit of a war chest so you can cushion that blow? And then once you have your core ads running and functioning and populating well, that’s when you can start to get more moved over. But really focusing on your primary core 80/20, the 20% that drive 80% of your revenue. Get those nailed in and dialed in early.
Tim (21:35)
Yeah. Making sure those products that were the heroes previously remain visible for people to see and find and buy. Robbie: (21:43) Yeah. Yeah. Don’t just let those fall off the wayside.
Tim (21:47)
Those are, you know, sometimes it’s obvious things that are the things that get missed in migration because you just take for granted that this has always been our top-selling product and it will remain to be our top-selling product.
Tim (21:57)
And then you move and somebody else that sells that product just blips up to the top. They take your add spot, they take your organic spot and eat your breakfast for a period. So yeah. Okay. So the ads are locked in. Then you’d mentioned already like the pixels training, that’s something where, you know, they have that 6-10 weeks, whatever it might be until that’s back and then they start like re-engaging like all of their, all their ads and getting things going. But during that time before the migration on the email side, like if you’re on constant contact, you’re going to Klaviyo, like you start having like email migration things going on too to try and get that right.
Robbie (22:36)
This is a really great time for you to be like, thinking about migrating systems like we use Klaviyo for anybody using Shopify. Like it’s just a really, really wonderful tool and makes that process really simple. I don’t wanna be like Klaviyo fanboying, but like they, they make life really easy. I think I’ve used Klaviyo since like early 2018 is when I started using it and it’s just like a really impressive tool. But you are, if you’re migrating your email, you need to be thinking about, okay, how do I do this in a smooth way? But you need to start with your engaged audience and move up gradually in terms of like, who’s the most engaged people, who’s the second most engaged people? And gradually like increasing that number so you can warm that new.
Tim (23:16)
So we’re not just putting the new site live and then just blast everybody in the list.
Robbie (23:22)
No, you’re sending emails specifically to really targeted people who are highly engaged because like you wanna prove to those email servers or basically you wanna prove to the email guides like – Gmail and Yahoo that you are not a Nigerian prince.
Robbie (23:37)
So basically the way you do that is you send emails that are valuable and helpful for people to click on engage with and read. And basically when people engage with those emails, that’s a trust signal that you’re not a Nigerian prince. So each one of those things helps us to kind of like gradually build a good sender reputation. So on the other side you can have, again, a high likelihood of reaching their inbox as opposed to hitting their spam folder. And then also in that time too, introducing automations because the contextual automations have a really high open and click rate and they see those as really high performing in terms of if it’s doing really well, then we can kind of expand on that.
Tim (24:18)
And that’s something we’re implementing immediately. It’s critical because it will potentially keep the backbone of operations and sales running while the other things are happening. The other big component is SEO, which is where the challenges lie. But there are many things you can do for SEO. At the top level, six months to a year before the main event, you need to start planning. This includes how the new site is built and functions. What pages are you keeping, and which ones are you deleting? Then, how do you map something over from the old version of the collection page to the new version? How do you move the products over URL structures? All of those things. You’re really having to build pretty detailed maps from the site navigation architecture standpoint on the front end. Then, once you get that going, it’s okay. This category now goes to this collection.
Tim (25:29)
We need a 301, not a 302. A 301 means it’s permanent. A 302 tells Google this is a temporary change. I’ve seen this before where people tell Google, hey, we’re temporarily moving our place to here. Google just looks at it and thinks, oh great. So they keep sending traffic to the old URL, and then eventually you start losing traffic because they don’t understand that this is not a permanent change. So you want to make sure you’ve got those redirects taking people across. But if you’re going to do that, does the new page match the keyword and the intent of the old page, or has that shifted completely? Because if you’re telling Google this page has moved to this, and that page doesn’t reflect what the original page was, then Google’s going to say, okay, well that’s not relevant because it’s not the same topic.
Tim (26:15)
It’s not the same thing. So you really have to go down to that page level and look at what page A on the current site looks like. What does page B on the new site look like? Do they match intent? Are we going to have to use the same keyword? Does it make sense to redirect Google? But also, Google is looking at that like you’re redirecting the user to that page. Is this the best possible match? And then if you’re killing things, you have to know what that impact will look like on your site. If we no longer sell this, we no longer offer that. We don’t want to talk about this, and we’re going to use it as an opportunity to cut it off. Well, if that represents 3,000 Or 4,000 users a month, we have to keep in mind that we’re cutting 3,000 or 4,000 users out of our traffic. But don’t just kill the pages. Because if they have backlinks, you have to send them somewhere. So again, it gets really technical on the SEO side, but there are some key things. One is helping Google understand where one page is and where the other page is. And then, when the site goes live, Rob will be thinking about getting sitemaps into Search Console and checking to make sure robots.txt is blocked. Make sure you’ve taken the noindex off the development site.
Robbie (27:29)
Those things happen like you’ve told me about those.
Tim (27:32)
Oh, multiple times a year, I see a new site that goes live, and the first email I send off when I look at it is, “You left noindex on.” Thankfully, the developers are responsive, and we get it taken off quickly. But so many sites go out that way. There are so many other things they’re trying to do, like getting the DNS and everything else sorted and getting the site up and out. The simple thing of just going in and clicking this button to tell Google, “Yes, you can index it,” is buried down because they’re just trying to get everything else pushed out. So that’s always the first check. Just go in and look at the page.
Robbie (28:10)
If Google can’t see it, it’s not there.
Tim (28:11)
Exactly. That’s dead to them.
Robbie (28:13)
And that’s really having a partner who can speak to this stuff. It’s really important to make sure this works. It’s a scary space, but again, knowing how to do it and what you’re doing, it really helps make it a little bit less scary.
Tim (28:28)
Yeah. And again, there’s things that, you know, literally in like a week or so from now, I have a client that’s getting ready and I’m super excited for their new site. Like again, it’s one of those ones where it was a forced to situation where their site as it grew, it imploded.
Robbie (28:43)
They were dancing on the flames before and now they’re gonna be excited.
Tim (28:48)
It’s going to be really exciting. But there’s a lot to walk through. The cool thing is, if you have a partner who can help you, it’s not just a blind box. A good partner will help you understand as a team what things you can be working on, considering, and being proactive about. They can also point out potential landmines so you’re not going through this blindly and hoping for the best at the end. They can say, “Hey, if you do this thing, here’s what the potential impact could be for you.
Tim (29:19)
Like you know, ahead of time. But again, just going into it unprepared, especially if you’re a larger company and organic is a major contributor to your revenue or leads, it’s not something to play around with. It’s worth investing in someone to help you through that period. The same goes for email, paid, or other things. This is not the one thing on a website where you can cut corners. If you save money by not getting help on this side, you might not have the money to pay the final bill on the new website because you had no index on your site.
Robbie (30:00)
Yeah. And for so many, for so many reasons, that’s where, again, this is one of those things that we’ve seen this happen and hate it when it does happen. But yeah, it’s going to continue to happen, but hopefully not to you because you’re listening to this and you’re going to be well-educated and informed on this. And yes, you’re a part of the 2% of people that are going to be in a good spot. Because we have 2% of all marketers listening to the show, not really.
Tim (30:29)
Good for you 2.
Robbie (30:30)
We just lost like all five of you.
Tim (30:33)
0.02% of all.
Robbie (30:35)
So out of this, and I know we’re a little bit on time, what are three easy takeaways that everybody can take and run with from this that will help them feel more confident coming on the other side?
Tim (30:46)
I think the first one is like remember that you’ve got a three-legged stool when it comes to marketing and the goal is to protect them as best as possible, but knowing which leverage or which ones can help shield the blow of wherever traffic might come off. So again, it’s like assessing each channel and which one can you protect or what’s gonna bring you through while the other ones get back up to speed. So that would be probably the first one is just understanding that.
Robbie (31:16)
I think number two is try and go into it with a plan.
Tim (31:22)
Let’s put that as number one. Number one, go and do it with a plan.
Robbie (31:24)
Yeah. Go into it with a plan and have contingency strategies in mind where you know, it’s not gonna work the way you want it to. You know, you’re gonna have piss off customers. You know, you’re gonna have people who are like, I liked it the way it was. Be okay with that. Know that’s gonna happen, but like, have a plan to get the things done that you need to or push that off if you don’t have to. And also probably don’t do this during your busy season either.
Tim (31:51)
Yeah. That’s solid advice. And then the solid one or the third one would be then, do it right, not rushed. And sometimes that’s really hard, especially if you’re in a situation where you’re being forced to do this. Rushed migrations are always the ones where things go wrong because there’s too many things that move and change and moving parts. What do you do? Well look back to point 1. It’s, it’s the planning, like planning through each of the parts off that. And then as you get through it, if there’s something that’s not quite right, don’t just rush it and be like, we will get a post-migration. It’s like, no, we’re going to fix this now while we see it because post-migration, there probably will be other fires that you need to put out there.
Robbie (32:37)
A lot other fires to put up.
Tim (32:38)
And you’re not going to remember to come back and fix that. It’s just going to be somewhere else in amongst those fires. So those things where like you’re looking at and you’re like, this is not quite right. This needs to be different. This isn’t working, let’s get that now. So again, if it means pushing the project 3-4 weeks late and going out live, do it because I’ve seen it before where everybody’s so focused on a deadline that they push and push for that deadline and there’s just dead bodies all along the way and then it comes out and all those, you know, dead bodies come back as zombies to hunt them.
Robbie (33:10)
It’s a bloodbath.
Tim (33:12)
Yeah. So anyway, lots to it. Drop us, drop us a message, give us, you know, an email, a LinkedIn message if you’re doing one and we can send some resources your way to help you out.
Robbie (33:23)
Good resources. And then yeah, let us know if you’ve gone through this like again, hopefully it helps you feel a little bit more sane, a little bit more calm. And if you’re going through one or have one coming up, like no, you’re not alone. Everybody goes through this and yeah, it’s gonna be okay. You’re gonna come on the other side.
Tim (33:41)
You’ll come out the other side just like Robbie where you quit being an in-house marketer.
Robbie (33:48)
I was done with that and I was very burned out from that situation and like again, like had things organic search, like we made the right decision. Like things turned up. Things are in a very, very good place now. Thanks to you in large part too. But like mainly you, Tim, mainly you.
Robbie (34:07)
But really things are in a very good place for them and I feel good about it. I left it like a boy scout, leave it a lot better than I than I found it. And yeah. And a little bit more balance and a little bit more, I didn’t know email was fun and I got to discover email and it’s just not as thought of in terms of marketing. So there’s an opportunity there.
Tim (34:30)
Awesome man. Well hey, it’s been fun – migrations. You will get through them. They happen, but with the right planning it can turn out really good and it will set your business up for success.
Robbie (34:40)
So, so again, thank you all. We will see you next time Tim.
Tim (34:45)
Next time Robbie. Cheers. Okay, cheers.
[Outro]
