The content freeze nobody warns you about

Dear founder,

Here's a migration lesson most people learn the hard way: if the old site keeps changing while you're moving to the new one, the two drift apart, and something always gets lost in the gap.

The fix is dull and effective: a planned content freeze.

What a freeze actually means

• No new products or major edits on the old site during the final migration window
• Any urgent changes get logged, to be applied once on the new store
• A clear start and end, communicated to everyone who touches the site

It isn't glamorous, but it turns a moving target into a fixed one, which is the only kind you can migrate cleanly.

You can migrate a moving site or a frozen one. Only one of them arrives intact.

Keep it short

A freeze should be measured in days, not weeks. Plan the timing around a quiet trading period, tell the team early, and have the list of held-back changes ready to apply the moment you go live.

A little patience here saves you hunting for missing edits later. Freeze, migrate, verify, then unfreeze.