Website redesign
Website redesign
A redesign is not a fresh start. Your current site has visitors, links from other sites, pages that rank in search and content customers rely on. A redesign that ignores those assets can launch looking better and perform worse.
We redesign websites by starting from evidence about what the current site does well and badly, keeping what works and changing what holds the business back.
Illustrative diagram
Current website evidence
- Visitor behaviour
- Popular pages
- Exit points
- Search
- Pages that rank
- Incoming links
- Customers
- Questions asked
- Complaints
- Enquiries
- Forms that work
- Forms that fail
Start from evidence, not taste
Most redesigns start because someone dislikes how the site looks. Appearance matters, but the decisions that change results come from evidence: which pages people visit, where they leave, which searches bring them in, what customers ask that the site does not answer and which forms produce enquiries.
Even a business without analytics has evidence: questions from customers, feedback from staff and a list of pages that matter. Gathering it first prevents a redesign from removing the things that were quietly working.
Refresh, redesign or rebuild
Refresh
Suits you when
- Structure and content are sound
- The look is dated
- Budget is limited
Watch out for
- Underlying problems remain
Redesign
Suits you when
- Structure, content or user journeys need rethinking
- The technology is still sound
Watch out for
- URL changes need redirects
Rebuild
Suits you when
- The platform is outdated or insecure
- Changes are expensive to make
Watch out for
- Largest scope
- Content and data must be migrated
Deciding what to keep
| Element | Keep if | Replace if |
|---|---|---|
| Pages that bring search visitors | Content is still accurate | Content is outdated; redirect to the new page |
| Page addresses | They are clear and stable | They must change; set up redirects |
| Forms and enquiry routes | They produce enquiries | They are long, broken or confusing |
| Brand elements | Customers recognise them | The brand has changed |
Protecting what the old site has earned
Over years, a website accumulates links from directories, partners, social posts and articles, and its pages appear in search results. If page addresses change without redirects, all of that leads to error pages. Visitors give up and search listings fade.
Every redesign should include a list of existing pages, a decision for each, and redirects for any address that changes, set up before the new site goes live.
How a redesign runs
Review
Current site, evidence and goals reviewed.
Output: Findings and priorities
Plan
Page inventory with keep, improve or replace decisions.
Output: Redesign plan
Design and content
New design and improved content, phones first.
Output: Approved pages
Build and redirect
Site built on staging; redirects prepared.
Output: Tested new site
Launch and check
Switch over, test old links and watch for problems.
Output: Live redesigned site
After launch
The weeks after a redesign show whether it worked. Check that enquiries continue, watch for visits to addresses that no longer exist and add redirects for any that were missed. Compare the evidence gathered before the redesign with what happens after, so improvements are real rather than assumed.
Setting goals for the redesign
A redesign without clear goals is judged on taste, and taste rarely settles arguments. Agree two or three practical goals at the start, such as more enquiries from service pages, fewer phone calls asking basic questions, or a site your team can update without help. Every design and content decision can then be checked against them.
Goals also make it easier to say no to features that sound appealing but do not serve the business.
Agreeing who decides
Redesigns invite opinions. Decide early who approves design and content, and who simply contributes feedback. A small decision group keeps the project moving and avoids late changes that undo agreed work.
Questions about website redesign
Will a redesign hurt my search rankings?
It can if pages are removed or addresses change without redirects. Careful planning and redirects reduce that risk; nobody can guarantee rankings.
How do I know whether I need a redesign or a refresh?
If structure and content are sound and only the look is dated, a refresh may be enough. If journeys or content need rethinking, a redesign fits better.
Can you redesign without analytics data?
Yes. Customer questions, staff feedback and the list of important pages are useful evidence.
Do you keep my existing content?
Content that works is kept and improved. Outdated content is updated or retired with redirects.
Will my site be offline during the redesign?
No. The new site is built on a staging copy and switched over when ready.
How long does a redesign take?
It depends on the number of pages and how much content changes. We give a timeframe after the review.
Should we redesign and change platform at the same time?
Only if the platform is genuinely holding you back. Changing both increases scope and risk.
Can we keep our current domain?
Yes. Most redesigns keep the domain; only page addresses inside it may change, with redirects.
What happens to our existing forms and integrations?
They are listed during the review and reconnected or improved in the new site, then tested before launch.
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