The most expensive redesign is the one that looks better and ranks worse. It happens constantly: URLs change, redirects are forgotten, page copy is cut to make the design breathe, and three months later organic traffic is down forty percent with nobody sure why.
How we protect what already works
- Full crawl and content inventory before design starts
- Identify the pages currently earning traffic and rankings
- One-to-one redirect map for every URL that changes
- Keep and improve the copy that ranks rather than replacing it
- Post-launch monitoring in Search Console for indexing errors
When a redesign is the right call
- The site is not usable on a phone
- You cannot edit it without a developer
- It loads slowly and no amount of caching fixes it
- The structure no longer matches the services you sell
- It looks like it belongs to a much smaller company than you are now
When it is not
If the site is structurally sound and simply looks dated, a template refresh and a speed pass can get most of the benefit for a fraction of the cost. We will say so when that is the case.