A redesign is more than a visual refresh. It can improve clarity and conversion, but changing URLs, content and tracking without a plan can disrupt traffic and business measurement.
Set measurable goals before design
Define the problem the redesign should solve: clearer service discovery, more qualified enquiries, better mobile usability or improved content management. Capture baseline metrics.
Audit pages and assets
List existing URLs, high-performing content, backlinks, forms, downloads and tracking events. Decide which pages to keep, improve, consolidate or retire.
Plan URL changes and redirects
Keep URLs where practical. Map changed URLs to the closest relevant destination with permanent redirects, avoid redirect chains and do not send every retired page to the homepage.
Design around user tasks
Make navigation clear, use readable contrast, keep calls to action specific and test key journeys on mobile. Include accessibility and performance checks from the beginning.
Test before launch
Check forms, analytics, consent settings, metadata, canonicals, robots directives, sitemap, redirects, 404 pages and mobile layouts on staging.
Monitor after launch
Submit the updated sitemap when appropriate, inspect key URLs, monitor crawl errors, traffic, conversions and page performance. Fix unexpected issues promptly.
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