Inventory before design
Every indexed URL, its traffic, its rankings and its conversions, in one sheet. Pages that earn something get carried across deliberately; pages that do not get merged or retired on purpose rather than by accident.
Web Development
Website Redesign
We redesign sites without giving back the rankings they earned. That means the redirect map and the content inventory come before the visual work, not after it.
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- Redesigns launched without a verified redirect map
- 0Redesigns launched without a verified redirect map
- Median lift in form completions post-launch
- +41%Median lift in form completions post-launch
- Post-launch monitoring included
- 30 daysPost-launch monitoring included
The problem
The most common redesign outcome is a better-looking site with less traffic. Pages get consolidated without redirects, headings get rewritten into slogans, and internal links disappear into a slicker navigation. Six months later the new site is being judged on numbers the old one used to hit.
How we do it
What the work actually involves
Redirects mapped before a pixel moves
Old URL to new URL, one to one wherever possible. Chains resolved, loops caught, and the whole map tested against a crawl of the live site before launch and again after.
Conversion changes tied to evidence
Session recordings, form drop-off and heatmaps tell us where the current site loses people. Those become the design brief, so the redesign fixes measured problems rather than the ones somebody disliked in a meeting.
Included
What you actually receive
- Full content and URL inventory with traffic and conversion data
- One-to-one redirect map, tested before and after launch
- Conversion research: recordings, heatmaps, form analytics
- New design system and page templates
- Staged QA on a private environment
- 30 days of post-launch ranking and error monitoring
Tools we use
- Screaming Frog
- Google Search Console
- GA4
- Hotjar
- Figma
Still deciding
- Redesign vs Rebuild
A redesign changes how it looks. A rebuild changes what it is. Most sites need the first and are sold the second.
Common failures
Where this usually goes wrong
The three we are called in to fix most often. If any of these describe your current setup, that is the first thing we would change.
Launching without a redirect map
The one mistake that turns a redesign into a traffic loss. Every indexed URL needs a one-to-one destination, mapped and tested on staging before anything goes live — not discovered from Search Console afterwards.
Redesigning the pages that already convert
A page earning enquiries is evidence. Replacing it because it looks dated, without testing, is how a redesign delivers a better-looking site and fewer leads.
Cutting content because the new design is cleaner
Copy that ranked gets trimmed to fit a layout, and the rankings go with it. If content has to go, it goes because it is not working, not because it does not fit.
Measurement
How you will know it is working
Agreed before we start, so progress is visible in the months before it shows up in revenue.
- URLs mapped before launch
- Every indexed URL with a tested destination. Target is 100%, verified against a pre-launch crawl.
- Pre-launch
- Organic sessions, 30 days after
- A short dip while redirects process is normal. Not recovering by day 30 means the map was incomplete.
- Day 30
- Conversion rate, before and after
- Compared over matched periods. A redesign that raises traffic and drops conversion has not paid for itself.
- Weeks 4–8
Questions
Any question in your mind?
The questions we get asked most, answered without the sales gloss. If yours is not here, ask us directly — you will get a straight answer either way.
Still have questions?
Book 30 minutes with a strategist. No deck, no pitch — just answers about your situation.
Book a callIt can, and that is the normal outcome when redirects are an afterthought. Handled properly — inventory first, one-to-one redirects, headings and internal links preserved — rankings hold and usually improve, because the new site is faster and better structured. The risk is entirely in the process, not in redesigning.
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Ready when you are
Ready to Build Your Next Big Project?
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