Redirect old and broken website URLs from one place
Don't let website redirects and domain redirects live in different places. Instead, manage all your redirects and links in one dashboard.
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Ways teams use website redirects
- Redirect outdated pages: Send visitors from outdated URLs to the most relevant active page. Avoid leaving them with a 404 or sending them to a generic homepage.
- Fix broken links: Repair broken paths from old campaigns, deleted pages, outdated internal links or external backlinks. Help users reach useful content.
- Protect site migrations: Map old URLs to new destinations before launch, helping protect traffic, rankings and user journeys during website migrations.
- Change URLs safely: Change slugs, folders or page paths without losing visitors who still use the old URLs.
- Consolidate duplicate content: Route traffic from duplicate, outdated or alternate URLs to a single preferred destination to keep your site structure cleaner.
- Strengthen SEO: Use proper redirects to preserve link equity, reduce 404s, avoid redirect chains and help search engines understand where content has moved.
What is a website redirector?
A website redirector helps control what happens when someone visits a URL on your site.
- If the original page is still available, the content loads normally.
- If the URL is broken, outdated or has moved, the visitor can be sent to the most relevant destination instead.
Comparing redirect use cases
Website redirects are best when the content still lives on the same site, but a specific URL needs to move.
Domain forwarding makes sense when content is hosted on a different domain and the old domain should send visitors to the new domain.
Website redirects
Redirect a specific page or path to another page on the same domain, while the rest of the website continues loading normally.
Domain forwarding
Forward an entire domain to content hosted on another website or brand domain.
Cross-domain redirects
Redirect a specific page or path to a page on another domain, while the rest of the website continues loading normally.
How a website redirector works
A website redirector sits between the visitor and your content. When someone requests a URL, urllo checks the origin response at the edge before deciding what to do next.
If the origin returns a healthy 200 OK response, the page loads normally. If the origin returns a non-200 status code, urllo evaluates the response and applies the matching redirect rule so the visitor can be sent to the right destination instead of hitting a broken path.
1. Visitor enters URL
A user clicks or enters a website URL.
2. The CDN checks the origin
At the edge, the request is forwarded to your origin.
3. urllo reads the status
A 200 OK continues normally. A 404 goes to urllo, which returns the matching redirect.
4. The right result is served
The original page or a 301 to its new home.
CDN-level integration for faster redirects
Now you can connect your websites and domains into one secure, reliable URL redirect service to manage all your redirects and branded links in one place.
- Unified visibility and governance in one dashboard.
- Eliminate dependency on plugins and code.
- 99.999% uptime with lightning-fast delivery.
- Bulk import from CSV.
Manage your website redirects more efficiently today!
Manage your website redirects without touching your CMS or server config.
urllo helps teams route visitors to the right place, whether that means letting the page load normally or redirecting the URL to a better destination.
Frequently asked questions about web redirects
What is a website redirector?
A website redirector manages redirects for the pages on a website that hosts content. It sends visitors from an old URL to its new destination when a page is renamed, moved or replaced.
How is a website redirector different from domain forwarding?
The real difference is whether the domain is hosting content.
Can I redirect one page without redirecting my whole domain?
Yes. With the right setup, you can redirect one specific page while the rest of your website continues to load normally.
Does urllo support same-domain redirects?
Yes. urllo supports same-domain redirects, which means you can redirect one URL path to another URL path on the same website.
Do I need to change my DNS to use a website redirector?
It depends on the redirect setup.
Does urllo work with Cloudflare, Fastly or AWS CloudFront?
Yes. urllo can work with cdn-level setups such as Cloudflare, Fastly or AWS CloudFront.
What happens if the origin returns a 200 status code?
If the origin returns a 200 OK status code, the visitor continues to the original page as normal.
What happens if the origin returns a 404 or other non-200 status?
In case of a 404, one of two things can happen:
If you've set up a redirect in urllo for that URL, the visitor is sent to the new destination.