How to Transfer a Website Correctly: DNS, Hosting and Content

Unlike a physical business, a website is technically vulnerable during a transfer: if something goes wrong with DNS or hosting, the site can go down — losing both traffic and credibility with Google. Here's what you need to have in place.

What needs to be included in a technical transfer?

• The domain — transferred officially via DK Hostmaster for .dk domains, or via the registrar's transfer process for other domains.
• DNS setup — note all existing DNS records (A, CNAME, MX, etc.), so nothing is lost when switching providers.
• Hosting — agree whether the buyer takes over the existing hosting subscription, or whether the site should be moved to a new provider.
• Email accounts — email addresses tied to the domain need to be included in the transfer if they should keep working.
• Analytics and Search Console — add the buyer as a user in Google Analytics and Search Console, so history and data follow along.
• Social media and ad accounts — agree specifically which accounts (Meta, Google Ads, etc.) are transferred, and how access is transferred securely.

How do you avoid downtime during the transfer?

Plan the transfer for a time with low traffic, and make a backup of the entire site and database before you begin. Change DNS records well in advance, and be aware that DNS changes can take up to 24–48 hours to fully propagate globally — during that period, both parties should be able to access and fix the site if necessary.

What should the transfer agreement state?

• Exactly which assets are transferred (domain, code, database, content, accounts)
• When the transfer takes place, and who is responsible for what along the way
• Whether the seller is available for support for a period after the handover
• What happens if something technical goes wrong shortly after the transfer

What about GDPR and customer data?

If a customer database or newsletter archive comes with the deal, the transfer must comply with GDPR. This means, among other things, that data subjects should generally be informed that their data may transfer to a new data controller — talk to an advisor if you're unsure about the specific handling.

Are you about to transfer a sold website? See also our guide to buying a business or website (currently in Danish) for an overview from the buyer's side.

Frequently asked questions

What needs to be included in a technical transfer of a website?

The domain, DNS setup, hosting, associated email accounts, access to Analytics and Search Console, and any social media and ad accounts. Agree specifically which of these are transferred, and how access is transferred securely.

How do I avoid downtime during the transfer?

Plan the transfer for a time with low traffic, make a backup of the entire site and database before you begin, and be aware that DNS changes can take up to 24–48 hours to fully propagate globally.

What should I be aware of regarding GDPR if customer data comes with the deal?

If a customer database or newsletter archive comes with the deal, the transfer must comply with GDPR, including that data subjects should generally be informed that their data may transfer to a new data controller.