A redesign should improve what the website does, not simply replace its colours. Before changing anything, preserve the pages and search visibility that already work, define the customer action each page supports, and record a baseline so the new site can be judged honestly.
Before the redesign
- Export every current URL and identify pages receiving search visits or links.
- Record enquiries, calls, key rankings and Core Web Vitals.
- List the services, locations and customer questions the new structure must cover.
- Decide who owns the domain, analytics and content.
Content and conversion checklist
Each important page needs one clear purpose, an answer near the top, evidence that can be verified, pricing guidance where practical and one obvious next action. Keep useful copy even when the design changes; a redesign is not a reason to discard ranking content.
Technical checklist
- Mobile-first layout and accessible controls.
- Compressed images with stable dimensions.
- Unique titles, descriptions and self-referencing canonicals.
- Structured data matching visible content.
- Analytics, Search Console and conversion tracking tested.
Redirects are non-negotiable
Every old URL that changes needs a permanent redirect to the closest relevant new page. Do not send everything to the homepage. Keep an old-to-new redirect sheet and test it before launch, including trailing slash behaviour.
Launch-day checks
Crawl the site for broken links, test forms and email delivery, inspect the mobile layout, confirm the sitemap includes only public canonical pages, and verify important redirects. Submit the sitemap after launch; request indexing only for the few materially important changed URLs.
After launch
Compare the new baseline after search engines recrawl it. Watch for lost pages, sudden query drops and forms that stopped recording. Our guide to website warning signs helps decide whether a rebuild is justified before starting.
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Written by Adam, A9 Web Design
Adam builds hand-coded websites for small businesses across Cambridgeshire and looks after their hosting, SEO and advertising day to day. Everything here comes from work on real client sites — no theory, no filler.