What should be audited before a redesign?
A redesign audit identifies valuable pages, usability problems and technical dependencies. Existing pages with traffic, backlinks or enquiries deserve attention before any URL is removed.
We review analytics, search visibility, content accuracy and mobile journeys. The result is a retain, improve, merge or remove decision for each important page, rather than a design-led deletion of useful content.
How are existing search signals protected?
Search signals are protected through URL mapping, relevant redirects and consistent page purpose. A 301 redirect sends visitors and crawlers from a replaced URL to its closest useful equivalent.
Redirecting every old page to the homepage loses context. We check canonical tags, internal links and sitemap entries against the new URL inventory. Rankings still fluctuate; a migration plan reduces avoidable errors rather than guaranteeing unchanged positions.
What does a redesign change beyond appearance?
A redesign changes information architecture, conversion paths and publishing workflows when those elements are part of the agreed scope. A new font and colour palette alone do not fix confusing navigation or an unanswered purchase question.
Useful improvements include clearer service pages, accessible forms, better product comparisons and faster image delivery. The specification defines which problems the new design solves and how they are checked.
How is redesign success measured?
Redesign success is measured against the original business goals. Enquiry completion, qualified leads, checkout completion and search traffic are separate measures and need separate baselines.
We define events before launch and compare equivalent periods afterwards. Send your current website and the three problems you want to solve; the proposal then separates essential fixes from optional changes.
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