Milestone 13: Prepare Your Owned Domain for Launch and Discovery
Jack RighteousPrepare Your Owned Domain for Launch and Discovery
Milestone 12 approved the website. Milestone 13 prepares the domain, search foundation, measurement controls and launch package so the site can be opened responsibly in Milestone 14.
1. Confirm domain ownership and authority
Identify the registered domain, registrar or domain manager, renewal owner, technical operator, recovery method and final authority for DNS changes. Store credentials only in an appropriate password manager—not in a worksheet.
2. Choose the canonical domain
Decide the preferred public form of the domain and how alternate versions should redirect. Confirm protocol, subdomain preference, old domains and campaign or legacy URLs that need controlled redirects. One canonical destination prevents split identity and inconsistent links.
3. Prepare DNS changes
Document the records the hosting or commerce platform actually requires, the current state, intended change, operator, timing, verification method and rollback plan. Requirements vary by provider; verify against current official platform guidance instead of copying generic values.
4. Prepare HTTPS and security basics
Confirm certificate provisioning, HTTPS access, mixed-content checks, secure forms, account protections, software or app updates, least-necessary permissions, backup access and incident ownership. This is operational preparation, not a security certification.
5. Prepare redirects and URL continuity
Map changed page handles, old website URLs, retired pages and important inbound routes to the most relevant live destinations. Avoid redirecting every missing page to the homepage; preserve visitor intent wherever possible.
6. Establish the search foundation
| Element | Launch question |
|---|---|
| Indexing | Should the complete site or selected sections be visible to search engines now? |
| Canonical URLs | Does each important page identify the intended primary version? |
| Sitemap | Is an accurate sitemap available and limited to intended pages? |
| Robots controls | Are staging, private, duplicate or low-value areas handled intentionally? |
| Page metadata | Do titles and descriptions accurately represent each page? |
| Internal links | Can important pages be reached through meaningful site routes? |
7. Prepare sharing and identity assets
Confirm favicon, site name, logo, social-sharing image, page-level share titles and descriptions, creator or organization details and consistent public contact information. Test how representative links appear when shared where practical.
8. Prepare measurement and consent
Define what must be measured at launch, which tools are installed, who controls them, what data is collected, whether consent controls are required and how tests will avoid polluting real records. Requirements depend on jurisdiction, tools and use; seek specialist guidance where needed.
9. Prepare forms, email and fulfilment
Confirm sender identity, form destinations, confirmation messages, email delivery, download fulfilment, membership access, purchase flows and support routes where applicable. Do not open a site whose central promise depends on an unverified delivery path.
10. Create the launch backup and rollback plan
Preserve the frozen website candidate, page manifest, theme or template settings where available, DNS starting state, required records, redirects, metadata, analytics configuration and responsible owners. Define what would trigger rollback or temporary closure.
11. Build the launch package
The package should include the approved website version, canonical-domain decision, DNS plan, redirect map, search and indexing settings, metadata record, identity assets, measurement and consent plan, form and delivery tests, backup, verification checklist, owners and known limitations.
12. Run final preflight
Review domain authority, website version, required records, canonical routes, HTTPS plan, redirects, search settings, metadata, forms, measurement, policies, backups, rollback and final approval. Separate launch blockers from post-launch improvements.
13. Allowed decisions
Approved for go-live; approved with named conditions; domain correction required; technical review required; search or consent correction required; selected functions deferred; rollback plan incomplete; or launch preparation paused.
