If a website runs for years without changes, it starts to get in the way of the business: it loses to competitors and opens badly on a phone. A website redesign solves this by rebuilding the site for the current goal, not by cosmetic fixes. We remove the two main risks: we show a prototype before you pay, and we move the site with redirects and indexing control.
A website redesign is a rebuild of an existing website, not development from scratch. It can cover only the look, change the functionality and the structure of sections, or redo the site completely, including the technical base and page addresses.
What is a website redesign
“Redesign” can mean anything from changing fonts to a complete rebuild with new addresses, so we define the depth up front. The process and the risks depend on it.
Types of redesign: visual, functional, technical, full
A visual redesign changes the look without changing structure or addresses. A functional one revisits what the site can do and the visitor’s scenarios. A technical one touches the code and the platform and most often changes page addresses. A full redesign combines all three. The risk of losing rankings applies first of all to the technical and full types.
How a redesign differs from improvements and from building a site from scratch
If the structure works and a few blocks need fixing, it makes sense to start with website improvements. A redesign differs from turnkey website development in that you already have a domain and a history in search: rankings, visits, links. That history needs to be moved carefully, not started over.
Signs of an outdated website: when you need a redesign
We assess signs that can be checked, not the feeling that “the site looks bad”. If two or three of them match, a redesign is most likely justified.
Signs of an outdated site and the result of a redesign
| Sign | Outdated site | After the redesign |
|---|---|---|
| Secure connection | No HTTPS, or the certificate is misconfigured | Correct HTTPS on all pages |
| Responsiveness | Not adapted to phones | Responsive layout for phones and tablets |
| Loading speed | Low score in PageSpeed Insights | Speed checked and optimized before launch |
| Freshness of content | Materials last updated more than two years ago | Up-to-date structure and live content |
| Layout | Table-based layout, outdated code | Semantic layout to current standards |
A prototype of the new site before you pay
The main feature of our work is that you see the result before you pay. From a link to your current site we prepare a prototype of the new one and show it, usually within 48 hours.
The prototype shows the structure and the key screens, and we adjust the direction before development, while edits are still cheap. More on the website prototype page.
How a redesign goes: the steps
The depth of each step depends on which type of redesign is chosen.
Redesign steps
- 01
Audit and prototype
We review the site for signs of being outdated and show a prototype of the new one before you pay.
- 02
Structure and keyword research
We design pages around the current business and the queries the site should be found for.
- 03
Design
We develop the visual solution from the prototype, responsive for phones and tablets.
- 04
Layout and content migration
We build the pages and move the content that is still relevant, reviewing what is outdated.
- 05
Redirects and technical audit
We set up redirects and the sitemap and check the site before publication.
- 06
Launch and monitoring
We publish the site and track indexing and traffic in the first weeks.
Not sure your site needs a redesign? We will review your site for free against the signs of an outdated site and tell you which option fits.
How we protect rankings and traffic when a site moves
Moving to new addresses is the riskiest moment of a redesign for visibility in search.
Redirects and content migration
From each old page we set a permanent redirect (301) to the new one, and when both the domain and the structure change, we use a double redirect. Google Search Central recommends server-side 301 or 308 redirects and a new sitemap in Search Console. We prepare the address map in advance, before the switch.
What happens to rankings during a move
A change of address does not guarantee that rankings and traffic stay the same, and we do not promise that either. A move usually takes several weeks, and Google advises keeping redirects in place for at least a year. During this period we watch indexing and traffic in Search Console and deal with any deviations right away.
How we prepare the new site for search and AI answers from day one
We lay the technical base during the rebuild, not six months later: Schema.org markup, a sitemap, indexing control. In the structure we build in clear definitions and answers to common questions that both people and AI can read. More about the approach on the page about GEO: optimizing your site for AI search.
Who runs the redesign and how we work
More about my experience and approach on the Aleksey Borovikov page.
What to do after the new site launches
If the goal of the redesign was to grow the flow of enquiries, the next step is SEO for a new website, and a website usability audit will check how convenient the site is for visitors. For one-off fixes there are website improvements, and for regular support, website maintenance and support.
