The most expensive sentence in web design is “we did not realise that page was bringing in leads”. Redesigns routinely delete pages that rank, change URLs without mapping them, and rewrite copy that was doing the persuading, then wonder why enquiries dropped.
My redesigns start with an inventory of what currently earns: which pages rank, which convert, which get linked to. That inventory becomes a protected list. Everything else is genuinely open to change.
How a redesign runs
- Performance audit of the current site: rankings, conversions, traffic value per page
- Structure and content decisions before design, informed by that audit
- Design that solves identified problems rather than following a trend
- Complete URL mapping and redirect planning
- Staging review: crawl, speed, tracking, content parity
- Post-launch monitoring for four weeks, with a fix list rather than a shrug
The proof case here is Supply Box, where a cluttered site became a clear one and both users and crawlers finally had a path through a complex product range.