“ERR_TOO_MANY_REDIRECTS” (or “This page isn’t working… redirected you too many times”) means your website is stuck in a loop. One rule sends the browser to address A, another sends it back to address B, and the browser gives up. It most often happens after adding SSL, switching on a CDN such as Cloudflare or moving hosts. The fix is to find the two rules fighting each other and remove one.
Key takeaways
- A redirect loop is two settings disagreeing about the “right” address for your site.
- The classic cause is a CDN set to “Flexible” SSL while the server forces HTTPS.
- WordPress address settings (http vs https, www vs non-www) are the next suspect.
- Clear your browser cookies first, so you’re not chasing an old cached redirect.
- Fix redirects in one place only: the server, the CDN or WordPress, not all three.
What causes a redirect loop?
Redirects tell a browser “this page has moved, go here instead”. They’re useful for forcing HTTPS, choosing www or non-www, and moving old pages to new ones. MDN’s guide to redirections explains how they work. A loop happens when two redirects point at each other.
| Cause | What’s fighting |
|---|---|
| CDN “Flexible” SSL | The CDN talks to your server over http; the server redirects to https; repeat |
| WordPress address mismatch | WordPress wants http://, the server forces https:// |
| www vs non-www | One rule adds www, another removes it |
| Redirect plugin rules | A plugin rule sends a page to an address that redirects back |
| Stale cookies or cache | An old redirect is remembered after the fix |
How do I fix ERR_TOO_MANY_REDIRECTS?
1. Clear cookies and test in a private window
Browsers remember redirects and cookies. Open a private window and try again. If the site works there, clear cookies for your domain in your normal browser and you’re done.
2. Check your CDN’s SSL mode
If you use Cloudflare or a similar service, check the SSL/TLS setting. “Flexible” mode connects to your server over plain http. If your server or WordPress then redirects to https, you get a loop. Switch to Full (strict), which needs a valid certificate on your server. Cloudflare’s own troubleshooting guide covers this case.
3. Check the WordPress address settings
In Settings > General, the WordPress Address and Site Address should match exactly, including https:// and www (or no www). If you can’t reach the dashboard, add these to wp-config.php with your real address:
define( 'WP_HOME', 'https://yourbusiness.com.au' );
define( 'WP_SITEURL', 'https://yourbusiness.com.au' );4. Look for duplicate redirect rules
Check the server configuration or .htaccess file, your hosting panel’s redirect settings and any redirect or SSL plugins. If two of them force HTTPS or www, remove one. Keep the redirect at the server or CDN level where possible, because it’s faster than a plugin.
5. Deactivate redirect and SSL plugins
Rename their folders in wp-content/plugins to switch them off. If the loop stops, re-enable them one at a time and check their rules.
Why does this happen after a migration?
Moving hosts changes the server, its SSL setup and sometimes the redirect rules, while WordPress and the CDN keep their old settings. That mismatch is a perfect recipe for loops. A careful migration checks SSL, the WordPress address and the CDN mode before switching DNS. Our free migration includes those checks.
What if only the login page loops?
That’s usually cookies, a caching rule on wp-login.php or a security plugin. Our guide to fixing WordPress login problems covers it step by step. If you see a blank page instead, read our white screen of death guide. A “500” error is a server-side fault, explained in our 500 internal server error fix.
If you’d rather not edit configuration files, our fast WordPress repairs service can sort it. For ongoing care, see our website maintenance plans or call our website support team.
Frequently asked questions
Is ERR_TOO_MANY_REDIRECTS my fault or the website’s?
Usually the website’s. If it works in a private window, though, old cookies in your browser were the problem. Clearing them fixes it.
Which Cloudflare SSL mode should I use?
Full (strict), with a valid certificate installed on your server. Flexible mode is the most common cause of redirect loops.
Can a redirect plugin cause a loop?
Yes. A rule that points to an address that redirects back creates a loop. Check recent rules first.
Does a redirect loop hurt SEO?
If it lasts, yes. Search engines can’t reach the page, so it may drop from results. Fix it quickly, and check Search Console afterwards.
Should I use www or non-www?
Either is fine. Pick one, redirect the other to it, and use the same choice in WordPress, your CDN and your marketing.
Sources
- Redirections in HTTP, MDN Web Docs
- ERR_TOO_MANY_REDIRECTS, Cloudflare Docs
- Editing wp-config.php, WordPress Developer Resources