Website redesign, without losing what works.

A rebuild of an existing site, planned around what it has already earned: the pages people find and the links that point to them. We measure before anything changes, so there is something to compare afterwards.

What the work includes

Inventory: Every address the current site answers at, what each page is for, and which ones people actually arrive on.
Baseline: Speed, search visibility and enquiries recorded before the change, with dates, wherever the data exists.
What to keep: The pages, words and addresses that are doing their job today, named before anything is redrawn.
Redirect map: Each old address pointed at the page that replaces it, one by one, with a permanent redirect.
Content migration: Text, images and documents moved across and checked page by page, and rewritten where they need it.
Launch checks: Redirects, titles, internal links and the sitemap tested on the new site before and after it goes live.
Comparison: The same measurements taken again, and a written account of what changed and what did not.

What a redesign can lose

What an existing site has earned does not show in its design. Some of its pages are found in search. Other sites link to them. Its addresses are saved in bookmarks, printed on cards and pasted into old messages. All of that belongs to the addresses and the words, and a new design can keep it or throw it away.

The way to lose it is simple. The new site changes its addresses, nobody maps the old ones to the new ones, and every link that pointed at the old site now leads to an error page.

Keep, change, remove

Keep what works: the pages people arrive on, the words they searched for and found, the addresses other sites link to. An address that does not need to change does not change.

Change what was measured as a problem: slow pages, a structure visitors cannot follow, content that no longer says what you do.

Remove with care. A page that goes is redirected to the page that replaces it. If nothing replaces it, the old address says “not found”. Google’s guidance is the same: do not send a crowd of old addresses to the home page.

How the work goes

Record. We read the current site link by link, as a search engine would, and save every address, title and heading. If you have Search Console or analytics, we read which pages bring visitors. Speed is measured, with dates.
Map. Each address that has to change is matched to its new one and given a permanent redirect: an instruction that sends anyone who asks for the old address to the new one. Google recommends making it on the server and keeping it for as long as possible, at least a year.
Move. Content is moved into the new structure and read again as it goes. It is the natural moment to fix a page’s words.
Launch and watch. Redirects are tested, the new sitemap is submitted, and Search Console is read while Google takes in the change. Its own estimate for a small or medium site is a few weeks for most pages to move.
Compare. The same measurements, taken again. What could not be measured is written down as not measured.

Start with the site you have

A redesign begins with the current site, not with a blank page. Send us its address and tell us what you want to be different. If the domain or the platform will change as well, that move is part of technical SEO. If the site is a shop, there is more to keep track of: see e-commerce.

What we will not promise

No movement in search while the change settles. Google itself says to expect temporary fluctuation when a site changes its addresses.
Better results because the site is new. A redesign earns its result by fixing what was measured as broken.
That every old page survives. Some should go. We decide that with you, page by page, and not by accident.