A Framer site can look completely finished while the important search and conversion details are still missing. The homepage works. The animation feels smooth. Navigation seems clear. Then it goes live with blocked pages, generic CMS metadata, missing redirects, and a form nobody's measuring.

I've caught all of those on real launches, including my own. This is the checklist I now run on the actual staged and live output, not just inside the editor. Use it for a new build or a migration.

The short answer

Before launch, confirm that search engines can reach the right pages, every important URL has real content and unique metadata, changed paths have relevant redirects, CMS pages are discoverable, structured data is valid, performance holds up on mobile, and analytics records meaningful conversions.

After launch, submit the sitemap, inspect priority URLs, test redirects and forms again, and watch Search Console for several weeks.

Framer provides the controls: dynamic metadata, custom URLs, canonicals, indexing settings, generated sitemaps, robots.txt, redirects on Pro, semantic markup, and custom code. The checklist makes sure they're configured for this specific site.

1. Define the indexable website

Start with a list of pages that should appear in search.

• Every important page has a clear purpose and audience

• Draft, test, duplicate, thank you, account, and utility pages are reviewed for indexing

• No valuable page is accidentally set to noindex

• Staging and preview versions can't compete with the live site

• Retired pages have an intentional redirect or removal response

• The final sitemap contains only preferred live URLs

Don't index a page just because it exists.

2. Review URL structure

Google recommends descriptive URLs. Framer lets you define custom paths and CMS slugs. Consistency is on you.

• URLs are short, descriptive, and readable

• One naming style across the site

• CMS slugs are unique and stable

• Keywords appear naturally where useful

• No unnecessary dates, IDs, or parameters

• Locale paths follow one approved system

• Internal links point to final preferred URLs

• Canonicals use the same preferred domain and path format

Don't change a good existing URL to match a new navigation label.

3. Test redirects

For a redesign or migration, this is the highest risk area.

• Every changed URL with traffic, backlinks, conversions, or internal links has a destination

• Permanent redirects point directly to final URLs

• Removed pages go to the closest relevant replacement

• Unrelated pages aren't all sent to the homepage

• Redirect chains and loops are gone

• Uppercase, trailing slash, and old route variations are covered

• Old campaign and download links are tested

• Redirected URLs aren't listed in the new sitemap

Google's site migration documentation recommends mapping old URLs, testing redirects, updating internal links, and keeping redirects for at least a year.

4. Check titles and descriptions

• Every important page has a unique title

• Titles describe the page before the brand name

• Titles are written for the real query and reader

• Every important page has a useful meta description

• Descriptions say something specific, not "we're the best"

• CMS templates use the correct dynamic fields

• Empty CMS fields have sensible fallbacks

• Social titles, descriptions, and images are reviewed

Don't force every title to a fixed character count. Check whether the meaning shows up early and whether repeated templates stay distinct.

5. Review headings and page structure

• Each page has one clear primary heading

• H2 headings divide the main sections logically

• H3 headings sit inside the correct H2

• Heading tags aren't chosen by font size

• The opening copy explains the page

• Important information exists as text, not only inside images or animation

• Semantic regions (navigation, main, article, footer) are used

Read the page with the styling turned off. The structure should still make sense.

6. Review the content itself

Technical settings can't rescue a page that doesn't answer the visitor's question.

• The page matches one clear search intent

• The opening gives a direct answer or useful orientation

• Claims are specific and supported

• Examples, visuals, or evidence add original value

• Placeholder and outdated copy is gone

• Calls to action match the topic and the reader's stage

• Important pages show experience, process, or proof

• Author and update information appears where it helps credibility

Google's people first content guidance is about useful material for a real audience with clear expertise. A page should deserve the click before it's optimized for it.

7. Check CMS templates

Don't review one ideal article. Test several real items.

• Titles, summaries, dates, authors, and categories display correctly

• Missing optional fields don't create empty gaps

• Long titles and text work at every breakpoint

• Every CMS page generates unique metadata

• Slugs are correct and final

• Author and category links work

• Related content is relevant and crawlable

• Old items and future dated items behave as intended

• Images have appropriate alt text

• CMS pages appear in index and archive pages

Can a visitor reach older items without using site search? A CMS item with no crawlable path from the site is an orphan, and Google will treat it like one.

8. Review internal links

• Main navigation uses descriptive labels

• Every important page receives at least one relevant internal link

• Articles link to related guides, services, and case studies

• Service pages link to supporting proof and resources

• Anchor text describes the destination

• Broken and redirected internal links are fixed

• Breadcrumbs exist where they clarify a deeper hierarchy

• Footer links support navigation without becoming a keyword dump

9. Validate canonical URLs

• Every indexable page has the intended canonical behavior

• Canonicals use HTTPS

• Canonicals point to preferred live URLs

• Pages don't accidentally canonicalize to the homepage

• Localized pages use self references and correct language relationships

• Query and campaign variants don't create unwanted duplicates

Inspect the published HTML. A setting can look right in the editor and produce something else through a template or domain configuration.

10. Validate structured data

• Only relevant schema types are used

• Markup matches visible page content

• Organization or local business details are accurate

• Article dates and authors match the page

• Breadcrumb markup matches visible navigation

• Structured data passes the validator

• Warnings are understood, not ignored

• No old plugin markup survived the migration

Framer supports structured data through custom code. Test key templates with Google's Rich Results Test and watch enhancements in Search Console afterwards.

11. Check images and media

• Informative images have useful alt text

• Decorative images have empty alt text

• Images use suitable dimensions and compression

• Large assets aren't uploaded for small display areas

• Hero media doesn't delay the main message

• Video has a poster, controls, and an accessible alternative

• Images containing text are translated or avoided

• Social images use the correct crop

Framer optimizes and delivers images well. You still decide how many load and whether they're needed.

12. Test mobile performance

• Main content appears quickly on a typical mobile connection

• Largest visible media is appropriately sized

• Layout doesn't jump while fonts and media load

• Buttons respond without delay

• Unused scripts and integrations are removed

• Font families, weights, and files are limited to what the design needs

• Animation respects reduced motion preferences

• Priority templates are tested in PageSpeed Insights and on real devices

Don't optimize only the homepage. Test an article, a service page, a case study, a CMS archive, and any page with heavy embeds.

13. Review accessibility

Accessibility and SEO aren't the same thing, but clear structure and inclusive interaction improve the experience for every real visitor.

• Text and controls meet contrast requirements

• Keyboard users can reach and operate interactive elements

• Focus is visible

• Link and button names describe their action

• Forms have programmatic labels and clear errors

• Headings and landmarks create a logical document

• Color isn't the only way information is communicated

• Motion and autoplay don't block use

• Zoom and larger text don't break the layout

Bake accessibility into components so you're not fixing the same problem on every page.

14. Test localization

• The default language is correct

• Each locale has the right language attribute

• Hreflang relationships are present and correct

• Localized URLs, titles, descriptions, and headings are reviewed

• Language switching keeps visitors on an equivalent page

• Visitors can override automatic locale behavior

• Missing translation behavior is intentional

• Forms, errors, legal copy, and alt text are translated

• Right to left layouts are tested when relevant

• Local keyword choices reflect the market, not a literal translation

15. Verify analytics and conversions

• The production analytics property is connected

• Consent behavior matches the markets served

• Internal and team traffic handling is defined

• Form submissions are recorded

• Bookings, downloads, or key outbound actions are recorded

• Thank you states appear only after a real completion

• Campaign parameters are preserved

• Conversion names and definitions are documented

• No staging traffic contaminates production reporting

Open the live site in a fresh browser and complete the real journey. A configuration screenshot isn't proof that data arrives. I've been burned by this one.

16. Prepare Search Console

• The correct domain property is verified

• Ownership stays valid after launch

• The sitemap URL is ready

• Old and new properties exist if the domain changes

• Current performance data is exported before migration

• Priority URLs are listed for inspection after launch

• Existing manual actions or security issues are reviewed

Search Console is delayed and sampled in places. Use it alongside crawl checks, analytics, and direct testing.

Launch day checklist

• Publish the final approved version

• Confirm the preferred domain and HTTPS behavior

• Remove unintended noindex rules

• Test priority pages for 200 responses

• Test the full redirect map

• Confirm canonicals and hreflang in live HTML

• Submit the final sitemap

• Inspect a sample of priority URLs

• Complete every important form and conversion

• Crawl the live website

• Record issues, owners, and deadlines in one place

The first week after launch

• Review Search Console indexing and crawl errors

• Compare organic landing pages with the baseline

• Check redirect and 404 patterns

• Confirm analytics and conversions are stable

• Fix broken internal and external links

• Review real device performance

• Check forms and lead routing daily

• Inspect pages from every CMS template

The first month after launch

• Compare clicks, impressions, conversions, and indexed pages with the baseline

• Investigate template wide changes before isolated query movement

• Update links from profiles, campaigns, and important external sites

• Keep redirects active

• Improve weak pages based on real queries and behavior

• Document issues so the next release avoids them

My recommendation

Treat this as a shared launch process, not a task handed to one person on the last day. Design, content, CMS, development, analytics, and SEO decisions all affect each other.

Start early. The highest risk problems, like missing URLs, weak CMS structure, and incomplete localization, can't always be repaired in a quick prelaunch pass.

For a redesign with existing search traffic, begin with the migration guide. For the broader picture, read what Framer handles for SEO.