Website redesign
with a business case.
A structural rethink of a site that has outgrown its story, its stack or its conversion rate.
- — The site has been rebuilt twice and still feels wrong
- — Nobody can agree on what the homepage is for
- — Your best content is buried four clicks deep
The work should
change the numbers.
A redesign is one of the easiest projects to get wrong, because everybody in the room has an opinion and almost nobody has evidence. We start by finding out what is actually broken: the message, the structure, the technology, or simply the fact that nobody has touched it in four years.
That diagnostic usually takes two weeks. It combines analytics and search data, session recordings, sales-call patterns and a technical audit. It ends with a written recommendation naming what should change, what should be left alone and what will happen to your rankings.
Then we rebuild — in stages, with the highest-value templates first, so the business feels the improvement before the project is finished.
What the engagement
actually contains.
Redesign diagnostic
Analytics, search performance, funnel drop-off and technical debt assessed together rather than separately.
Content inventory and pruning
Every URL scored on traffic, rankings and usefulness, then kept, merged, rewritten or retired.
Message and structure rework
A page order that follows how buyers actually evaluate, rather than how your org chart is drawn.
Migration and redirect strategy
A URL-level plan that protects earned rankings and cleans up years of accumulated redirect chains.
Staged rebuild
Templates shipped in priority order so value arrives early and risk stays contained.
Post-launch monitoring
Eight weeks of coverage, crawl and conversion monitoring after go-live, with fixes included.
- Written diagnostic with prioritised recommendations
- Content inventory and keep/merge/retire decisions
- URL map with redirect rules
- Rebuilt templates and component library
- Pre and post-launch performance benchmarks
- Eight-week post-launch monitoring report
- The site has been rebuilt twice and still feels wrong
- Nobody can agree on what the homepage is for
- Your best content is buried four clicks deep
- The last redesign lost traffic and nobody knows why
What usually went wrong
before we were called.
- 01Rebuilding before establishing which pages currently earn their traffic
- 02Launching everything at once, so a problem in one template delays the lot
- 03Letting redirects be handled after go-live instead of during the build
- 04Judging the outcome on taste because no baseline metric was recorded
- Organic traffic recovery within eight weeks
- Conversion rate against pre-launch baseline
- Indexed page count and crawl errors
- 404s from legacy URLs
2 weeks diagnostic, then 8–14 weeks of staged rebuild
What week one
actually looks like.
Benchmarks captured before anything changes: rankings, indexed pages, conversion by template and Core Web Vitals. Without that baseline there is no honest way to judge the rebuild afterwards.
- Twelve months of analytics history
- CMS admin access
- A list of pages nobody is willing to lose
- Sales input on common misunderstandings
- Rebranding
- Content translation
- Migrating systems unrelated to the website
- Ongoing SEO content production
Scope boundaries stated up front rather than discovered in a change request.
Four stages, visible throughout.
Diagnose
Analytics, search data, sales conversations and a technical audit read together, so the brief is based on evidence rather than opinion.
Structure
Message hierarchy, page architecture and URL plan agreed before design starts — the decisions that are expensive to change later.
Build
A component system engineered by seniors, with technical SEO, accessibility and performance handled as we go rather than bolted on.
Prove
Staged launch, redirect and coverage monitoring, and conversion measured against the baseline we took before starting.
Website redesign, answered.
Roughly half the teams who ask us for a redesign need a restructure and a copy rewrite on the existing platform. That is a cheaper, faster and lower-risk project. The diagnostic exists to tell you which one you are actually in, before you commit a budget to the wrong answer.
We benchmark rankings and indexed pages before anything changes, map every URL to its new destination, keep heading and metadata equity where it has earned its place, and submit updated sitemaps at launch. Then we watch Search Console daily for the first fortnight.
Yes, and we usually recommend it. Homepage and top conversion paths first, then service and product templates, then the long tail. It spreads cost, reduces launch risk and lets early results inform later decisions.
Web development
Custom, WordPress and Shopify builds for teams who need a site that sells, not just one that exists.
UI/UX design
Product-focused design: flows, states and interfaces judged on whether the job gets done.
Speed & performance optimisation
Core Web Vitals, bundle size and server response times taken seriously enough to move revenue.
Accessibility (ADA/WCAG)
Audits and remediation that make the product usable for everyone and defensible on paper.
Make website redesign useful.
Bring us the hard thing. We will bring a point of view, a senior team and a clear next step.