website redesign
Website Redesigns: What to Keep and What to Change
A redesign should solve problems, not simply replace the appearance of a website.
Start with evidence
Before redesigning, identify what currently works. Analytics, search data, user feedback and existing rankings can prevent valuable assets from being discarded.
Protect important URLs
Changing URLs without a plan can create unnecessary SEO problems. Important pages should have stable destinations or properly planned redirects.
Fix structural problems
A redesign is an opportunity to improve navigation, content hierarchy, accessibility and performance, not just colours and fonts.
Keep useful content
Content should be evaluated based on usefulness and performance. Rewrite weak material, improve strong material and remove genuine duplication.
Launch carefully
A redesign should have a pre-launch checklist covering redirects, metadata, analytics, forms, mobile layouts, indexing controls and performance.
The practical takeaway
Good digital work is rarely about finding one magic tactic. It is about making many small decisions consistently: clear content, sensible structure, reliable technology, useful measurement and an ongoing willingness to improve.
That is how I approach SEO and web development. The website should serve the organization and the people it is trying to reach first. Search visibility is one important result of doing that work well.
Explore my services or get in touch if you want to discuss a website, SEO or digital strategy project.