Zero-Downtime Website Migration: Preserve Your SEO and Patient Journeys

Migrating a GP or healthcare website does not have to mean broken links, lost appointments, or panicked calls from patients who “can’t find the booking page.” Done properly, you can move to a faster, more accessible platform with no visible downtime and no dead ends in the patient journey.

This guide explains a non-technical, step‑by‑step approach to zero‑downtime website migration for UK GP practices and healthcare providers, with a focus on:

• Preserving SEO and NHS profile visibility
• Protecting online patient journeys (appointments, repeat prescriptions, eConsult/online triage, NHS App links)
• Staying compliant with WCAG accessibility, NHS branding guidance, and UK data protection rules
• How ClinicWeb.uk’s staged Next.js migration process keeps patients off 404 pages

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Why Zero-Downtime Matters in Healthcare

Why “just rebuild it over a weekend” is risky

For a retailer, a few hours of broken links is annoying. For a GP practice or clinic:

• Patients may not be able to book urgent appointments or request medication.
• NHS website, ICS/ICB directories, and Google may temporarily send traffic to 404 pages.
• Online consultation and triage tools may be disconnected.
• Staff are flooded with phone calls from patients who “can’t find the form.”

In the NHS context, this is not just an IT problem—it can delay care and increase clinical risk, as well as breach expectations around reasonable access and digital inclusion.

Benefits of a zero-downtime approach

For patients

• Familiar URLs still work and redirect cleanly to the right page.
• Appointment and prescription journeys remain intact.
• Accessibility and readability improve (WCAG 2.1 AA, NHS design principles).

For practices and providers

• No spike in calls because “the website is down.”
• SEO and search rankings are preserved, especially for practice name + location searches.
• Existing backlinks (NHS, local authority, voluntary sector, charities) continue to function.
• Easier to evidence compliance with NHS England’s guidance on digital access and UK GDPR expectations for secure online forms.

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Content Inventory & Redirect Matrix

A zero‑downtime migration starts with knowing exactly what you have today and planning where each URL will go on the new site.

Step 1: Create a full URL and content inventory

Map every important page and feature on your existing site. This can be done without technical tools, but a simple export from your current CMS plus a crawl using a tool (or support from your web provider) is ideal.

Minimum inventory to capture

• Practice home page(s) and micro‑sites (e.g. PCN pages).
• Appointment booking pages (including links into NHS App, Patient Access, other portals).
• Repeat prescription information and request forms.
• Online consultation / eConsult / Klinik / PATCHS / Accurx links and forms.
• Clinical services pages (e.g. asthma reviews, baby clinic, minor surgery).
• Key information pages:
  • Opening hours, contact details, access arrangements
  • Complaints and feedback
  • Safeguarding, chaperones, confidentiality, privacy notice
  • Zero tolerance policy
  • Accessibility statement and cookies page.
  • Any embedded tools (translation widgets, forms, self‑referral links).

For each URL, record:

• Current URL (full path).
• Page title and purpose.
• Priority (critical for patient care, important, low).
• Whether it must remain public or could be archived.

Step 2: Design your new site structure

Before building, define a logical structure that is easy for patients and search engines:

• Clear “I want to…” journeys (book, request, check results, get help now).
• Simple, consistent categories (e.g. “Appointments”, “Prescriptions”, “Self‑care & local services”).
• Alignment with NHS digital style and plain English.

Map each old page to its new destination.

Step 3: Build a redirect matrix (your non‑technical master plan)

A redirect matrix is a spreadsheet that lists every important old URL and where it should go on the new site. Redirect matrix essentials

• Old URL (full path).

• New URL (target on new site).

• Redirect type – always 301 (permanent redirect) to preserve SEO.

• Priority – high (appointments, prescriptions, online forms), medium, low.

• Notes – e.g. “Merged with general asthma page”, “Service now delivered by PCN, link updated.” Practical examples

• /appointments.html → /appointments/

• /repeat-prescriptions.php → /prescriptions/

• /ecareform (old online triage) → external URL for your current triage provider.

• /travel-vaccinations → /services/travel-vaccinations/

This document becomes the single source of truth for your developer or provider (such as ClinicWeb.uk) and is critical to a clean cutover.

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DNS Strategy and Rollback Plan

DNS is how the internet knows where to send visitors when they type your practice web address. A careful DNS plan allows you to switch to the new site instantly and to roll back if needed.

Step 1: Prepare your DNS change in advance

Key points to discuss with whoever manages your domain (IT support, CSU, or web provider):

• Who controls the DNS (domain registrar, third party, NHS IT)?
• Where the domain currently points (old hosting).
• Where it will point after migration (new hosting / ClinicWeb.uk environment).

Lower the TTL (Time To Live) for your domain a few days before the migration—this ensures that once you switch, the change propagates more quickly.

Step 2: Parallel (sandbox) environment before cutover

Before touching DNS, your new site should run on a temporary “sandbox” or staging URL, for example:

• https://yourpractice.clinicweb.uk/preview
• or a temporary subdomain like beta.yourpractice.nhs.uk

This allows:

• Full content review by practice staff and stakeholders.
• Accessibility checks (WCAG) and screen‑reader tests.
• Form and link testing in a safe environment.

No DNS changes are needed yet, so your live site stays untouched.

Step 3: Plan a clean cutover window

Choose a quiet time but avoid the old “midnight Friday” approach where:

• Key staff are unavailable.
• Issues are not noticed until Monday.

A better pattern is:

• Morning or early afternoon on a normal working day.
• Migration team, practice manager, and key admin staff available.
• Clear internal communication: who checks what, and when.

Step 4: Have a defined rollback plan

Even with best planning, you must be able to revert quickly if a critical issue is found. Rollback plan components

• A pre‑migration backup of the old site and configuration.
• Clear instructions on how to point DNS back to the old hosting.
• Named people authorised to request rollback.
• A time limit: for example, “If any critical patient journey fails (appointments, urgent contact, prescriptions) and we cannot fix within 30 minutes, we roll back.”

This gives confidence to sign off the migration without gambling on a one‑way change.

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Post-Launch Checks: Forms, Links, and Search

Once DNS is switched, the new site is “live” for patients. A structured set of post‑launch checks ensures everything works as expected.

Critical form and function testing

Immediately after cutover, confirm all key actions can still be completed. Forms and transactions to test

• Appointment request forms (if used).
• Repeat prescription request forms (or check links to third‑party portals).
• Online consultation, triage or eConsult links.
• General contact forms and complaints/feedback forms.
• Self‑referral and external service forms (IAPT, physio, smoking cessation, etc.).

For each, check:

• The correct confirmation message is shown.
• Emails or submissions are received by the right inbox or system.
• Any privacy notices and consent text are still present and correct (UK GDPR).

Internal and external link checks

Use both automated link checking and manual spot checks:

• Check all main menu items and footer links.
• Check links to:
  • NHS website pages
  • Local hospital and community services
  • Local authority and social care
  • Patient information leaflets and PDFs
  • PCN and federation sites.

Ensure that any external systems are still correctly tied in:

• NHS App deep links (where applicable).
• Patient Access / other online services URLs.
• Self‑referral platforms and online booking tools.

SEO and search checks

You want to confirm that:

• Search engines can see and index your new site.
• Old URLs now correctly redirect to their new homes.

Key SEO checks

• Test a few old URLs from your redirect matrix to confirm 301 redirects are working.
• Ensure you have:
  • A valid XML sitemap submitted in Google Search Console (and Bing if used).
  • A correct robots.txt file that does not accidentally block the whole site.
  • Check that page titles and meta descriptions still make sense for:
    • Practice name + town search
    • “GP near me” style searches
    • Key services (e.g. “travel vaccinations [location]”).

Ongoing, monitor:

• Organic search traffic and queries.
• Any new 404 errors reported by Google Search Console.
• Whether practice information in NHS and directory sites points to the correct final URLs.

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What to Tell Patients and Staff

Communication is as important as the technical work. A zero-downtime migration should feel calm and transparent to both patients and staff.

Internal communication: preparing your team

Before migration:

• Brief GPs, nurses, reception, and admin teams on:
  • Why the website is being upgraded (accessibility, mobile usability, clearer journeys).
  • When the cutover window is scheduled.
  • What might look different for patients.
  • Provide a simple FAQ for staff, including:
    • “Where is the appointment booking page now?”
    • “What do I say if a patient can’t find a form?”
    • “Who do I contact if I spot a problem on the website?”

After migration:

• Encourage staff to report issues using a simple channel (shared inbox, Teams channel, quick form).
• Remind teams that the old URLs will now redirect, so it is safe to use existing patient leaflets and letters, but update them at the next print run.

Patient communication: clear but low‑anxiety

Most patients do not need technical details; they only need reassurance that online access remains available and safe. Update key patient touchpoints

• Add a banner or short note on the website a few days before:
  • “We’ll be updating our website soon to make it easier to use and more accessible. Online services will remain available.”
  • Update:
    • Phone system messages, if appropriate.
    • Waiting room screens and posters.
    • Practice newsletter or text message campaigns for high‑digital‑use patients.

Reassure patients on:

• Continuity of online services (appointments, prescriptions, consultation).
• Privacy and data protection – forms remain secure and compliant.
• Improved accessibility (for patients with visual or cognitive impairments, non‑English speakers, mobile users).

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ClinicWeb.uk’s Zero-Downtime Migration Process

ClinicWeb.uk’s approach is designed specifically for UK GP practices and healthcare providers, avoiding the risky “big bang” rebuild and using a staged Next.js migration with sandbox review and detailed redirection mapping.

Stage 1: Discovery, content inventory, and planning

ClinicWeb.uk works with the practice to create a content and URL inventory:

• Export and crawl the existing site.
• Identify all critical patient journeys:
  • Appointments, prescriptions, urgent contact.
  • Online consultation and self-referral.
  • Build a redirect matrix mapping every old URL to the new structure.

At this stage, accessibility gaps are also noted so the new site can better align with WCAG 2.1 AA, NHS digital style, and inclusive design.

Stage 2: Staged Next.js rebuild in a sandbox

Instead of editing the live site directly, ClinicWeb.uk builds the new website using Next.js in a separate, secure environment:

• The old site remains live and fully functional.

• The new site is accessible via a sandbox link only to staff and stakeholders.

• Content is restructured into clearer patient journeys and reusable components.
  Sandbox review benefits

• Practice managers and clinical leads can:

  • Review pages for clinical accuracy.
  • Confirm wording for urgent and emergency care messaging.
  • Check accessibility features such as headings, colour contrast, and keyboard navigation.
  • No changes are visible to patients until you are satisfied.

Stage 3: Redirect mapping and SEO protection

ClinicWeb.uk implements the agreed 301 redirect map inside the Next.js configuration and hosting platform: SEO-safe migration practices

• All important historic URLs are captured from the content inventory.
• 301 redirects are configured before DNS cutover, so the moment the new site is live:
  • Old URLs seamlessly redirect to equivalent new pages.
  • Link equity from NHS websites, ICB/ICS, local charities, and search engines is preserved.
  • Key high‑traffic pages are monitored for performance after go‑live.

Stage 4: “Soft launch” checks before DNS cutover

ClinicWeb.uk runs a soft launch checklist on the sandbox environment: Soft launch checklist

• All critical forms tested end-to-end:
  • Appointment and prescription requests.
  • Contact and complaints forms.
  • Online consultation integrations.
  • External integrations checked:
    • NHS App, Patient Access, EMIS/TPP links where applicable.
    • Self‑referral and local service links.
  • Accessibility tested against WCAG:
    • Screen reader navigation.
    • Keyboard‑only use.
    • Text size and contrast for visually impaired patients.
    • Performance tests (page speed, mobile responsiveness).

Only when the practice signs off on this checklist does ClinicWeb.uk schedule DNS cutover.

Stage 5: DNS cutover with uptime monitoring

At an agreed time, ClinicWeb.uk:

• Switches DNS records to point to the new Next.js site.
• Monitors uptime and performance in real time.
• Confirms that:
  • The site is reachable across common networks.
  • No unexpected downtime occurs.

If any major issue is detected, the rollback plan can be triggered quickly to revert to the previous hosting while fixes are applied.

Stage 6: Post-launch validation and optimisation

After the new site is live for patients, ClinicWeb.uk supports: Post-launch validation

• Live form submissions are tested again.
• Redirects are spot‑checked against the matrix.
• Google Search Console and analytics are set up or updated.
• Any 404 errors identified are quickly mapped to correct destinations.

Ongoing optimisation

• Refining content based on search queries and patient feedback.
• Ensuring ongoing compliance with evolving NHS digital guidance and accessibility standards.
• Optional content training for practice staff so routine updates can be made in‑house without breaking design or accessibility. Result: Patients never see a “Page not found” during the transition, and practices benefit from a faster, more usable site that still respects all historical links and search rankings.

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Key Takeaways and Next Steps

Key takeaways for GP practices and healthcare providers

• A website migration does not have to disrupt patient care if you:
  • Inventory existing URLs and content carefully.
  • Build a clear redirect matrix with 301 redirects.
  • Use a sandbox/staging site for review and testing.
  • Plan DNS changes and rollback in advance.
  • Run structured post‑launch checks on forms, links, and search.
  • Communicating with staff and patients reduces anxiety and ensures issues are spotted early.
  • Partnering with a healthcare‑focused provider like ClinicWeb.uk helps align your new site with NHS expectations, WCAG accessibility, and UK data protection obligations.

Practical next steps

1. Start your inventory

• Export a list of all URLs from your current site.
• Mark which pages are critical for patient journeys.

1. Draft your redirect matrix

• For each important page, decide its destination on the future site.
• Highlight any URLs used in printed materials or NHS directories.

3. Review your patient journeys

• Map how a patient currently:
  • Books an appointment
  • Requests a prescription
  • Seeks urgent help out of hours
  • Make sure these journeys will be shorter and clearer after migration, not longer and more confusing.

4. Agree a migration partner and timeline

• Choose a provider experienced in UK healthcare and NHS‑aligned sites.
• Agree on:
  • Sandbox access for review.
  • Redirect and DNS strategy.
  • Post‑launch support and monitoring.

5. Plan your internal and patient communications

• Prepare a short internal briefing and patient‑facing note.
• Assign clear roles for sign‑off, testing, and feedback.

By treating your website migration as a clinical‑grade change—carefully planned, tested, and communicated—you can modernise your digital front door without closing it, even for a moment.