The 40-point rebrand migration checklist
A pre-launch list you can hand to the team on the day.
live
The 40-point rebrand migration checklistChecklist
Checklist
A pre-launch list you can hand to the team on the day.
40 checks grouped by owner A one-page launch-day runbook The redirect mapping template we use
All time486Form starts61Leads captured13%Completion2Pages attachedsince 12 Sep 2025
The form
edit on the left, see it on the rightWork emailEmail · required36%
CompanyShort text · required10%
Your roleChoice · optional11%
Planned launch dateDate · optional8%
Email me when this is updatedConsent checkbox · required
Exactly what a visitor sees
Where people stop
every step, in orderSaw the offer1,204
Opened the form486 · 40%
Filled email312 · 64%
Filled context228 · 73%
Downloaded204 · 89%
Percentages are step-to-step, not against the top of the funnel — that is the number you can actually act on.
The one to fix
Email loses 174 people (36%) — more than any other field. Removing it or making it optional is the highest-value change here.
Field-level drop-off
reached vs completedEmail312 / 486
Company281 / 312
Role249 / 281
Launch date228 / 249
Starts and leads
12 monthsAttached to 2
All contentHow to rebrand without losing your search rankings1,204 visits2.6%The 40-point rebrand migration checklist402 visits6%
Conversion differs per page because intent differs. A checklist converts far better beside a process article than beside a proof story.
Consent and gating
ConsentExplicit opt-in, stored with a timestamp and the page it came fromrequired
The public answerNever gated — only this artefact sits behind the form