diff --git a/website/config/conf.d/default.conf b/website/config/conf.d/default.conf
index 5a3740a0e46..c3de4695959 100644
--- a/website/config/conf.d/default.conf
+++ b/website/config/conf.d/default.conf
@@ -5,6 +5,123 @@ server {
     error_page 404 /404/index.html;
 
     location / {
-        try_files $uri $uri/ =404;
+        rewrite ^/banana-cake-pop/?$ /products/bananacakepop permanent;
+        rewrite ^/company/?$ / permanent;
+        rewrite ^/products/?$ / permanent;
+        rewrite ^/services/?$ /services/support permanent;
+        rewrite ^/support/?$ /services/support permanent;
+
+        # fixed year in already published blog post
+        rewrite ^/blog/2019/03/18/entity-framework/?$ /blog/2020/03/18/entity-framework permanent;
+    }
+
+    location /docs {
+        set $latest v12;
+        set $hc /docs/hotchocolate/$latest;
+
+        # docs -> hotchocolate
+        rewrite ^/docs/?$ $hc permanent;
+
+        # marshmallowpie -> hotchocolate
+        rewrite ^/docs/marshmallowpie.*$ $hc permanent;
+
+        # ensures version for hc & sbs is always set
+        rewrite ^/docs/(hotchocolate|strawberryshake)(?!/v\d+$|/v\d+/.*)(/.*)$ /docs/$1/$latest$2 permanent;
+
+        # ensures version for bcp is always set
+        rewrite ^/docs/(bananacakepop)(?!/v\d+$|/v\d+\/.*)(/.*)$ /docs/$1/v2$2 permanent;
+
+        # get-started -> get-started-with-graphql-in-net-core
+        rewrite ^/docs/hotchocolate/(v12|v13)/get-started/?$ /docs/hotchocolate/$1/get-started-with-graphql-in-net-core permanent;
+
+        # code-first|schema|schema-first -> defining-a-schema
+        rewrite ^/docs/hotchocolate/(v12|v13)/(code-first|schema|schema-first)/?$ /docs/hotchocolate/$1/defining-a-schema permanent;
+
+        # schema/custom-scalar-types -> defining-a-schema/scalars
+        rewrite ^/docs/hotchocolate/(v12|v13)/schema/custom-scalar-types/?$ /docs/hotchocolate/$1/defining-a-schema/scalars permanent;
+
+        # schema/descriptions -> defining-a-schema/documentation
+        rewrite ^/docs/hotchocolate/(v12|v13)/schema/descriptions/?$ /docs/hotchocolate/$1/defining-a-schema/documentation permanent;
+
+        # schema/directives -> defining-a-schema/directives
+        rewrite ^/docs/hotchocolate/(v12|v13)/schema/directives/?$ /docs/hotchocolate/$1/defining-a-schema/directives permanent;
+
+        # schema/enum-type -> defining-a-schema/enums
+        rewrite ^/docs/hotchocolate/(v12|v13)/schema/enum-type/?$ /docs/hotchocolate/$1/defining-a-schema/enums permanent;
+
+        # schema/input-object-type -> defining-a-schema/input-object-types
+        rewrite ^/docs/hotchocolate/(v12|v13)/schema/input-object-type/?$ /docs/hotchocolate/$1/defining-a-schema/input-object-types permanent;
+
+        # schema/interface-type -> defining-a-schema/interfaces
+        rewrite ^/docs/hotchocolate/(v12|v13)/schema/interface-type/?$ /docs/hotchocolate/$1/defining-a-schema/interfaces permanent;
+
+        # schema/object-type -> defining-a-schema/object-types
+        rewrite ^/docs/hotchocolate/(v12|v13)/schema/object-type/?$ /docs/hotchocolate/$1/defining-a-schema/object-types permanent;
+
+        # schema/relay -> defining-a-schema/relay
+        rewrite ^/docs/hotchocolate/(v12|v13)/schema/relay/?$ /docs/hotchocolate/$1/defining-a-schema/relay permanent;
+
+        # schema/resolvers -> fetching-data/resolvers
+        rewrite ^/docs/hotchocolate/(v12|v13)/schema/resolvers/?$ /docs/hotchocolate/$1/fetching-data/resolvers permanent;
+
+        # schema/union-type -> defining-a-schema/unions
+        rewrite ^/docs/hotchocolate/(v12|v13)/schema/union-type/?$ /docs/hotchocolate/$1/defining-a-schema/unions permanent;
+
+        # data-fetching -> fetching-data/dataloader
+        rewrite ^/docs/hotchocolate/(v12|v13)/data-fetching/?$ /docs/hotchocolate/$1/fetching-data/dataloader permanent;
+
+        # data-fetching/pagination -> fetching-data/pagination
+        rewrite ^/docs/hotchocolate/(v12|v13)/data-fetching/pagination/?$ /docs/hotchocolate/$1/fetching-data/pagination permanent;
+
+        # data-fetching/filters -> fetching-data/filtering
+        rewrite ^/docs/hotchocolate/(v12|v13)/data-fetching/filters/?$ /docs/hotchocolate/$1/fetching-data/filtering permanent;
+
+        # execution-engine -> performance/persisted-queries
+        rewrite ^/docs/hotchocolate/(v12|v13)/execution-engine/?$ /docs/hotchocolate/$1/performance/persisted-queries permanent;
+
+        # execution-engine/apollo-tracing -> server/instrumentation#apollo-tracing
+        rewrite ^/docs/hotchocolate/(v12|v13)/execution-engine/apollo-tracing/?$ /docs/hotchocolate/$1/server/instrumentation#apollo-tracing permanent;
+
+        # execution-engine/custom-context-data -> execution-engine
+        rewrite ^/docs/hotchocolate/(v12|v13)/execution-engine/custom-context-data/?$ /docs/hotchocolate/$1/execution-engine permanent;
+
+        # execution-engine/instrumentation -> server/instrumentation
+        rewrite ^/docs/hotchocolate/(v12|v13)/execution-engine/instrumentation/?$ /docs/hotchocolate/$1/server/instrumentation permanent;
+
+        # execution-engine/persisted-queries -> performance/persisted-queries
+        rewrite ^/docs/hotchocolate/(v12|v13)/execution-engine/persisted-queries/?$ /docs/hotchocolate/$1/performance/persisted-queries permanent;
+
+        # execution-engine/subscriptions -> defining-a-schema/subscriptions
+        rewrite ^/docs/hotchocolate/(v12|v13)/execution-engine/subscriptions/?$ /docs/hotchocolate/$1/defining-a-schema/subscriptions permanent;
+
+        # execution-engine/type-conversion -> defining-a-schema/scalars#custom-converters
+        rewrite ^/docs/hotchocolate/(v12|v13)/execution-engine/type-conversion/?$ /docs/hotchocolate/$1/defining-a-schema/scalars#custom-converters permanent;
+
+        # security/security -> security
+        rewrite ^/docs/hotchocolate/(v12|v13)/security/security/?$ /docs/hotchocolate/$1/security permanent;
+
+        # stitching -> distributed-schema
+        rewrite ^/docs/hotchocolate/(v12|v13)/stitching/?$ /docs/hotchocolate/$1/distributed-schema permanent;
+
+        # tutorials -> integrations/entity-framework
+        rewrite ^/docs/hotchocolate/(v12|v13)/tutorials/?$ /docs/hotchocolate/$1/integrations/entity-framework permanent;
+    }
+
+    location /img/projects {
+        # green donut
+        rewrite ^/img/projects/greendonut-banner.svg$ /resources/greendonut-banner.svg permanent;
+        rewrite ^/img/projects/greendonut-signet.svg$ /resources/greendonut-signet.svg permanent;
+
+        # hot chocolate
+        rewrite ^/img/projects/hotchocolate-banner.svg$ /resources/hotchocolate-banner.svg permanent;
+        rewrite ^/img/projects/hotchocolate-signet.svg$ /resources/hotchocolate-signet.svg permanent;
+
+        # react rasta
+        rewrite ^/img/projects/react-rsata-banner.svg$ /resources/react-rsata-banner.svg permanent;
+        rewrite ^/img/projects/react-rsata-signet.svg$ /resources/react-rsata-signet.svg permanent;
+
+        # strawberry shake
+        rewrite ^/img/projects/strawberryshake-banner.svg$ /resources/strawberryshake-banner.svg permanent;
+        rewrite ^/img/projects/strawberryshake-signet.svg$ /resources/strawberryshake-signet.svg permanent;
     }
 }
diff --git a/website/gatsby-node.js b/website/gatsby-node.js
index 87b30233843..7d22f3f761d 100644
--- a/website/gatsby-node.js
+++ b/website/gatsby-node.js
@@ -4,7 +4,7 @@ const git = require("simple-git/promise");
 
 /** @type import('gatsby').GatsbyNode["createPages"] */
 exports.createPages = async ({ actions, graphql, reporter }) => {
-  const { createPage, createRedirect } = actions;
+  const { createPage } = actions;
 
   const result = await graphql(`
     {
@@ -59,135 +59,6 @@ exports.createPages = async ({ actions, graphql, reporter }) => {
   const products = result.data.productsConfig.products;
 
   createDocPages(createPage, result.data.docs, products);
-
-  // Docs
-  createPermanentRedirectWithAndWithoutEndSlash(
-    "/docs",
-    "/docs/hotchocolate",
-    createRedirect
-  );
-
-  const hotchocolate = products.find((p) => p.path === "hotchocolate");
-
-  if (hotchocolate) {
-    createHotChocolateRedirects(hotchocolate, createRedirect);
-  }
-
-  // Hot Chocolate
-  createPermanentRedirectWithAndWithoutEndSlash(
-    "/docs/hotchocolate/get-started",
-    "/docs/hotchocolate/get-started-with-graphql-in-net-core",
-    createRedirect
-  );
-  createPermanentRedirectWithAndWithoutEndSlash(
-    "/docs/hotchocolate/v12/get-started",
-    "/docs/hotchocolate/v12/get-started-with-graphql-in-net-core",
-    createRedirect
-  );
-  createPermanentRedirectWithAndWithoutEndSlash(
-    "/docs/hotchocolate/v13/get-started",
-    "/docs/hotchocolate/v13/get-started-with-graphql-in-net-core",
-    createRedirect
-  );
-
-  // Marshmallow Pie
-  createPermanentRedirectWithAndWithoutEndSlash(
-    "/docs/marshmallowpie",
-    "/docs/hotchocolate",
-    createRedirect
-  );
-
-  // Blog
-  createPermanentRedirectWithAndWithoutEndSlash(
-    "/blog/2019/03/18/entity-framework",
-    "/blog/2020/03/18/entity-framework",
-    createRedirect
-  );
-
-  // Banana Cake Pop
-  createPermanentRedirectWithAndWithoutEndSlash(
-    "/banana-cake-pop",
-    "/products/bananacakepop",
-    createRedirect
-  );
-
-  // Products
-  createPermanentRedirectWithAndWithoutEndSlash(
-    "/products",
-    "/",
-    createRedirect
-  );
-
-  // Company
-  createPermanentRedirectWithAndWithoutEndSlash(
-    "/company",
-    "/",
-    createRedirect
-  );
-
-  // Services
-  createPermanentRedirectWithAndWithoutEndSlash(
-    "/services",
-    "/services/support",
-    createRedirect
-  );
-
-  // Support
-  createPermanentRedirectWithAndWithoutEndSlash(
-    "/support",
-    "/services/support",
-    createRedirect
-  );
-
-  // Images
-  createRedirect({
-    fromPath: "/img/projects/greendonut-banner.svg",
-    toPath: "/resources/greendonut-banner.svg",
-    redirectInBrowser: true,
-    isPermanent: true,
-  });
-  createRedirect({
-    fromPath: "/img/projects/greendonut-signet.png",
-    toPath: "/resources/greendonut-signet.png",
-    redirectInBrowser: true,
-    isPermanent: true,
-  });
-  createRedirect({
-    fromPath: "/img/projects/hotchocolate-banner.svg",
-    toPath: "/resources/hotchocolate-banner.svg",
-    redirectInBrowser: true,
-    isPermanent: true,
-  });
-  createRedirect({
-    fromPath: "/img/projects/hotchocolate-signet.png",
-    toPath: "/resources/hotchocolate-signet.png",
-    redirectInBrowser: true,
-    isPermanent: true,
-  });
-  createRedirect({
-    fromPath: "/img/projects/react-rasta-banner.svg",
-    toPath: "/resources/react-rasta-banner.svg",
-    redirectInBrowser: true,
-    isPermanent: true,
-  });
-  createRedirect({
-    fromPath: "/img/projects/react-rasta-signet.png",
-    toPath: "/resources/react-rasta-signet.png",
-    redirectInBrowser: true,
-    isPermanent: true,
-  });
-  createRedirect({
-    fromPath: "/img/projects/strawberryshake-banner.svg",
-    toPath: "/resources/strawberryshake-banner.svg",
-    redirectInBrowser: true,
-    isPermanent: true,
-  });
-  createRedirect({
-    fromPath: "/img/projects/strawberryshake-signet.png",
-    toPath: "/resources/strawberryshake-signet.png",
-    redirectInBrowser: true,
-    isPermanent: true,
-  });
 };
 
 exports.onCreateNode = async ({ node, actions, getNode, reporter }) => {
@@ -348,164 +219,6 @@ function createDocPages(createPage, data, products) {
   });
 }
 
-function createHotChocolateRedirects(product, createRedirect) {
-  createRedirect({
-    fromPath: `/docs/hotchocolate/${product.latestStableVersion}/code-first`,
-    toPath: "/docs/hotchocolate/defining-a-schema",
-    redirectInBrowser: true,
-  });
-
-  createRedirect({
-    fromPath: `/docs/hotchocolate/${product.latestStableVersion}/schema-first`,
-    toPath: "/docs/hotchocolate/defining-a-schema",
-    redirectInBrowser: true,
-  });
-
-  createRedirect({
-    fromPath: `/docs/hotchocolate/${product.latestStableVersion}/schema`,
-    toPath: "/docs/hotchocolate/defining-a-schema",
-    redirectInBrowser: true,
-  });
-
-  createRedirect({
-    fromPath: `/docs/hotchocolate/${product.latestStableVersion}/schema/object-type`,
-    toPath: "/docs/hotchocolate/defining-a-schema/object-types",
-    redirectInBrowser: true,
-  });
-
-  createRedirect({
-    fromPath: `/docs/hotchocolate/${product.latestStableVersion}/schema/interface-type`,
-    toPath: "/docs/hotchocolate/defining-a-schema/interfaces",
-    redirectInBrowser: true,
-  });
-
-  createRedirect({
-    fromPath: `/docs/hotchocolate/${product.latestStableVersion}/schema/union-type`,
-    toPath: "/docs/hotchocolate/defining-a-schema/unions",
-    redirectInBrowser: true,
-  });
-
-  createRedirect({
-    fromPath: `/docs/hotchocolate/${product.latestStableVersion}/schema/input-object-type`,
-    toPath: "/docs/hotchocolate/defining-a-schema/input-object-types",
-    redirectInBrowser: true,
-  });
-
-  createRedirect({
-    fromPath: `/docs/hotchocolate/${product.latestStableVersion}/schema/enum-type`,
-    toPath: "/docs/hotchocolate/defining-a-schema/enums",
-    redirectInBrowser: true,
-  });
-
-  createRedirect({
-    fromPath: `/docs/hotchocolate/${product.latestStableVersion}/schema/descriptions`,
-    toPath: "/docs/hotchocolate/defining-a-schema/documentation",
-    redirectInBrowser: true,
-  });
-
-  createRedirect({
-    fromPath: `/docs/hotchocolate/${product.latestStableVersion}/schema/custom-scalar-types`,
-    toPath: "/docs/hotchocolate/defining-a-schema/scalars",
-    redirectInBrowser: true,
-  });
-
-  createRedirect({
-    fromPath: `/docs/hotchocolate/${product.latestStableVersion}/schema/directives`,
-    toPath: "/docs/hotchocolate/defining-a-schema/directives",
-    redirectInBrowser: true,
-  });
-
-  createRedirect({
-    fromPath: `/docs/hotchocolate/${product.latestStableVersion}/schema/relay`,
-    toPath: "/docs/hotchocolate/defining-a-schema/relay",
-    redirectInBrowser: true,
-  });
-
-  createRedirect({
-    fromPath: `/docs/hotchocolate/${product.latestStableVersion}/schema/resolvers`,
-    toPath: "/docs/hotchocolate/fetching-data/resolvers",
-    redirectInBrowser: true,
-  });
-
-  createRedirect({
-    fromPath: `/docs/hotchocolate/${product.latestStableVersion}/data-fetching`,
-    toPath: "/docs/hotchocolate/fetching-data/dataloader",
-    redirectInBrowser: true,
-  });
-
-  createRedirect({
-    fromPath: `/docs/hotchocolate/${product.latestStableVersion}/data-fetching/pagination`,
-    toPath: "/docs/hotchocolate/fetching-data/pagination",
-    redirectInBrowser: true,
-  });
-
-  createRedirect({
-    fromPath: `/docs/hotchocolate/${product.latestStableVersion}/data-fetching/filters`,
-    toPath: "/docs/hotchocolate/fetching-data/filtering",
-    redirectInBrowser: true,
-  });
-
-  createRedirect({
-    fromPath: `/docs/hotchocolate/${product.latestStableVersion}/execution-engine/instrumentation`,
-    toPath: "/docs/hotchocolate/server/instrumentation",
-    redirectInBrowser: true,
-  });
-
-  createRedirect({
-    fromPath: `/docs/hotchocolate/${product.latestStableVersion}/execution-engine/apollo-tracing`,
-    toPath: "/docs/hotchocolate/server/instrumentation#apollo-tracing",
-    redirectInBrowser: true,
-  });
-
-  createRedirect({
-    fromPath: `/docs/hotchocolate/${product.latestStableVersion}/execution-engine/persisted-queries`,
-    toPath: "/docs/hotchocolate/performance/persisted-queries",
-    redirectInBrowser: true,
-  });
-
-  createRedirect({
-    fromPath: `/docs/hotchocolate/${product.latestStableVersion}/execution-engine/custom-context-data`,
-    toPath: "/docs/hotchocolate/execution-engine",
-    redirectInBrowser: true,
-  });
-
-  createRedirect({
-    fromPath: `/docs/hotchocolate/${product.latestStableVersion}/execution-engine/subscriptions`,
-    toPath: "/docs/hotchocolate/defining-a-schema/subscriptions",
-    redirectInBrowser: true,
-  });
-
-  createRedirect({
-    fromPath: `/docs/hotchocolate/${product.latestStableVersion}/execution-engine/type-conversion`,
-    toPath: "/docs/hotchocolate/defining-a-schema/scalars#custom-converters",
-    redirectInBrowser: true,
-  });
-
-  createRedirect({
-    fromPath: `/docs/hotchocolate/${product.latestStableVersion}/execution-engine/type-conversion`,
-    toPath: "/docs/hotchocolate/defining-a-schema/scalars#custom-converters",
-    redirectInBrowser: true,
-  });
-
-  createRedirect({
-    fromPath: `/docs/hotchocolate/${product.latestStableVersion}/security/security`,
-    toPath: "/docs/hotchocolate/security",
-    redirectInBrowser: true,
-  });
-
-  createRedirect({
-    fromPath: `/docs/hotchocolate/${product.latestStableVersion}/stitching`,
-    toPath: "/docs/hotchocolate/distributed-schema",
-    redirectInBrowser: true,
-  });
-
-  createRedirect({
-    fromPath: `/docs/hotchocolate/${product.latestStableVersion}/tutorials`,
-    toPath: "/docs/hotchocolate/integrations/entity-framework",
-    redirectInBrowser: true,
-  });
-}
-
 const productAndVersionPattern = /^\/docs\/([\w-]+)(?:\/(v\d+))?/;
 
 function getProductFromSlug(slug, products) {
@@ -539,38 +252,3 @@ function getGitLog(filepath) {
 
   return git().log(logOptions);
 }
-
-function createPermanentRedirectWithAndWithoutEndSlash(
-  fromPath,
-  toPath,
-  createRedirect
-) {
-  createRedirect({
-    fromPath: ensurePathEndsWithoutSlash(fromPath),
-    toPath: ensurePathEndsWithoutSlash(toPath),
-    redirectInBrowser: true,
-    isPermanent: true,
-  });
-  createRedirect({
-    fromPath: ensurePathEndsWithSlash(fromPath),
-    toPath: ensurePathEndsWithoutSlash(toPath),
-    redirectInBrowser: true,
-    isPermanent: true,
-  });
-}
-
-function ensurePathEndsWithSlash(path) {
-  if (path.length > 1 && path[path.length - 1] === "/") {
-    return path;
-  }
-
-  return path + "/";
-}
-
-function ensurePathEndsWithoutSlash(path) {
-  if (path.length > 1 && path[path.length - 1] === "/") {
-    return path.substring(0, path.length - 1);
-  }
-
-  return path;
-}