How to Create a Website Content Inventory

A content inventory is a controlled list of the pages, files and important assets that exist on a website. It is essential before a redesign or migration because it shows what must be kept, improved, merged, redirected, archived or removed.

The inventory is not the same as a content audit. The inventory records what exists. The audit judges its purpose and quality. For a small website, both can be completed in the same working file, but the distinction prevents decisions being made before the material has been found.

Protect the existing site first

Before collecting or changing content:

• create a complete backup where you have authority to do so;
• confirm who controls the domain, hosting and website administration;
• avoid deleting or renaming live pages during the inventory;
• record the date of the crawl or export;
• preserve analytics and Search Console access;
• store the working inventory separately from the live site.

Collect URLs from more than one source

No single source is guaranteed to find every useful URL. Combine:

• the live site's crawlable links;
• XML sitemaps;
• the content management system;
• analytics landing pages;
• Search Console page data;
• server or CDN logs where available and appropriate;
• old redirect lists;
• campaign, email or advertising records;
• manual knowledge of hidden but important pages.

Include PDFs and other files that receive traffic or are linked externally. Do not assume a page is unimportant because it is missing from the current menu.

Create the core inventory fields

Recommended content inventory columns

Field	Purpose
Current URL	Identifies the live address that may need preservation or redirecting
Page title and H1	Helps identify duplication and unclear labelling
Content type	Service, product, article, category, legal page, file or utility page
Section or owner	Shows who is responsible for accuracy
Primary purpose	Explains the user need and business role
Performance evidence	Relevant traffic, queries, links, enquiries or sales where available
Condition	Current, outdated, duplicate, incomplete or technically broken
Decision	Keep, improve, merge, redirect, archive or remove
Destination URL	Records the final page or redirect target

Record evidence without letting metrics decide alone

Useful evidence may include:

• organic impressions and clicks;
• external links;
• qualified enquiries or sales;
• assisted customer journeys;
• internal use by staff or customers;
• legal or operational necessity;
• support value after purchase.

A page with little traffic may still be essential for returns, accessibility or a specialist customer. A high-traffic page may still be inaccurate or commercially irrelevant.

Use clear decision categories

Keep

The page has a distinct purpose, accurate information and a suitable future URL.

Improve

The purpose remains valid, but the content, structure, evidence, metadata or usability needs work.

Merge

Two or more pages answer the same need and would be stronger as one complete resource.

Redirect

The old URL should lead to a relevant replacement because the address has changed or the content has been consolidated.

Archive or remove

The content no longer serves a current purpose and has no suitable replacement. Removal should be intentional; not every old URL should be redirected to the home page.

Identify duplication and cannibalisation risks

Look for:

• identical or nearly identical titles;
• several pages answering the same primary question;
• location pages with only place names changed;
• old and new versions of the same service;
• tag and category archives duplicating editorial hubs;
• download files and HTML pages containing the same material;
• multiple pages competing for the same internal links.

Do not merge pages only because they share keywords. Merge them when their user purpose and useful content substantially overlap.

Prepare a redirect map

For every changed or removed URL, decide whether there is a genuinely relevant destination. Record:

• old URL;
• new URL;
• reason for the change;
• redirect status;
• date tested;
• any important external or internal links to update.

Redirect chains should be avoided where possible. Link directly to the final destination.

Track non-page assets

Include important:

• images and original files;
• PDFs and downloads;
• videos and transcripts;
• forms and confirmation messages;
• structured data or embedded tools;
• product feeds;
• licences and permissions.

Record whether each asset is owned, licensed, replaceable and accessible.

Turn the inventory into a migration control file

Add the final URL, new page status, content owner, redirect status, metadata and test result. This creates one traceable record from the old site to the new one.

Final checks

• Were URLs collected from several sources?
• Were high-value and operational pages reviewed manually?
• Does every changed URL have an intentional outcome?
• Are content, redirects and account ownership assigned to named people?
• Has the live site been left unchanged during analysis?
• Will the inventory be updated after launch?

The next practical step is to inventory the current URLs before approving the new sitemap. A redesign plan built without the old-site evidence is likely to lose useful content or create avoidable redirect work.