Hey Kathy,
The atlassian migration guide was made for large instances as the xml backup export/import is not very reliable when you have large amounts of data.
If you are migrating using those steps make sure you set up the latest oracle JAVA 1.7 as the JAVA_HOME environmental variable.
After you do that start confluence trough the start-confluence.bat file as per step 14 and test if Confluence is working fine. Once you confirm that shutdown Confluence and follow below guide to set it up as a windows service:
That should do the trick.
If you are dealing with a small instance then try generating a xml backup from the source environment, installing a fresh confluence on target environment and then restoring that xml backup .
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