Why redesigns go wrong
Nobody inventoried the old URLs
Pages with real backlinks and rankings get restructured or deleted with no redirect plan, and the traffic and authority they earned over years evaporates within days of launch.
The redesign is purely visual
A new coat of paint on the same underlying conversion problems — confusing navigation, weak calls to action, an unclear value proposition — ships the same underperformance in a nicer-looking wrapper.
Content gets rewritten with no baseline
Without measuring what currently works, a rewrite can accidentally remove the exact phrases and sections that were ranking or converting.
Launch day has no rollback plan
Redirect mistakes, broken canonical tags, or a missed sitemap update can tank indexing for weeks before anyone notices in Search Console.
What changes
Every URL accounted for
A full inventory of existing pages, their traffic, backlinks, and rankings, with an explicit keep, redirect, or retire decision for each one before anything changes.
Redesign informed by what actually converts
Conversion research on the existing site — not just a new visual direction — so the redesign fixes real problems instead of just looking different.
SEO equity carried forward, not reset
301 redirects mapped one-to-one, canonical tags verified, and sitemap updated in the same release — no gap where the old and new sites are both half-live.
Monitored launch, not a launch-and-hope
Search Console and analytics watched closely for the first weeks post-launch specifically for indexing errors, ranking drops, and redirect issues.
What's included
How we get there
Baseline everything
We measure the current site's traffic, rankings, backlinks, and conversion rates before touching anything — this becomes the bar the redesign has to clear.
Inventory every URL
Every existing page gets a decision: keep as-is, redesign in place, consolidate, or retire — no page disappears by accident.
Research before redesigning
Conversion research (analytics, session recordings, and structured feedback where available) informs the new information architecture, not just aesthetic preference.
Build the redirect map alongside the design
Redirects are planned and tested in staging before launch, not improvised the day the new site goes live.
Launch and monitor
We watch Search Console, rankings and conversion data closely for 4–8 weeks post-launch and fix issues fast, before they compound.
Migration approach
Case study coming soon
No verified redesign case study is published yet for this specific page. We'll add one here once a project completes and the outcome is confirmed with the client — see content/claims-register.md for how we gate proof before it ships.
Timeline
Timelines widen with site size (page count), whether the platform is changing (for example migrating CMS or hosting provider), how much historical content needs individual redirect decisions rather than bulk rules, and how many stakeholders need to review copy and design before launch.