Most website redesigns lose SEO rankings and conversion rate for months after launch. It's rarely the new design itself that causes this — it's URL structure changes without proper redirects, page speed regressions from a heavier new build, or content that got shorter and less useful in the pursuit of a cleaner look.
We plan redesigns the other way round from how most projects start: SEO and analytics data inform the new design, not the reverse. Before a single new page is designed, we know which existing pages drive traffic and conversions, which URLs need to be preserved or carefully redirected, and which content is actually working and shouldn't be cut for the sake of a fresher look.
Whether you're refreshing an ageing WordPress site, redesigning within your current platform, or moving off an old system entirely, we map every existing URL to its replacement, preserve what's already working, and only change what genuinely needs to change.
SEO-first redesign process
We audit existing rankings and traffic before design work starts, so nothing valuable gets lost in the process.
Full redirect mapping
Every existing URL is mapped to its replacement with proper 301 redirects — the single biggest factor in protecting rankings through a redesign.
Performance budgets from day one
The new site is designed and built against a speed budget, so it launches faster than the old one, not slower.
Post-launch monitoring
We track rankings, traffic and conversion rate closely in the weeks after launch, catching and fixing any regression fast.
Why redesigns lose rankings, and how we prevent it
The most common cause of ranking loss during a redesign is a broken or incomplete redirect map: URLs change, old links return 404s, and Google has to re-discover and re-evaluate pages from scratch instead of transferring the authority the old URLs had built up. We treat redirect mapping as a first-class deliverable, not an afterthought handled in the final week before launch.
The second most common cause is content dilution — in the pursuit of a cleaner, more minimal design, genuinely useful page content gets cut, and pages that used to answer a searcher's question thoroughly now say less. We audit existing content performance before redesign work starts, so we know what to protect.
The third is a heavier new build: modern design systems, animations and larger images can make a new site slower than the one it replaced, directly hurting both rankings and conversion rate. We set performance budgets at the start of a redesign project and hold the design and build to them throughout, rather than optimising for speed only after the fact.
Will a redesign hurt our current Google rankings?
It can, if URL structure, redirects, page speed or content depth aren't handled carefully — which is why our process starts with an SEO and analytics audit before any design work begins, and includes a full redirect map built before launch.
How long does a typical website redesign take?
It depends on scope, but a mid-sized brochure or e-commerce redesign typically takes 8-14 weeks from discovery to launch. Our blog's redesign cost guide has more detail on timeline and budget ranges.
Do we need to change platforms to redesign our site?
No — we redesign within your existing platform (WordPress, Shopify, etc.) as often as we handle full replatforms. The right approach depends on whether your current platform is actually the constraint.
Can you redesign our site while keeping it live and functioning?
Yes — redesigns are built and reviewed in a staging environment, and we plan the cutover carefully to minimise downtime and disruption to current customers or traffic.
What happens to our existing content during a redesign?
We audit it first. High-performing content is preserved and often improved; underperforming or outdated content is either rewritten or consolidated, but nothing is removed without understanding its current SEO and traffic contribution.