Website redesign checklist: when to redesign and how to keep your Google traffic

Redesign your website when it stops doing its job: when it is slow, hard to use on a phone, out of date or not bringing enquiries. The biggest risk is losing search traffic when old page addresses change, and a simple redirect plan prevents most of that.

Never approve a redesign quote until you know what happens to your old page addresses.

Ten signs it is time

• The site is awkward to use on a phone
• Pages take a long time to open on mobile data
• You feel embarrassed sending people the link
• Your services or prices on the site are out of date
• You need a developer for every small text change
• Visitors keep asking questions the site should answer
• Forms fail, or messages do not reach you
• The design no longer matches your brand
• The site has been hacked or is no longer updated
• Competitors look more trustworthy online than you do

One or two of these can often be fixed without a full redesign. Several together usually mean rebuilding costs less than patching.

Redesign, or just fix it?

Before the redesign

1. List every page you have now. Save the addresses from your sitemap. Your developer will need this list.
2. Find your useful pages. Connect Google Search Console and note which pages already get clicks. Keep those pages and improve them.
3. Write down the goal. "More WhatsApp enquiries for our top three services" is a goal. "A modern look" is not enough on its own.
4. Take a full backup. Keep the old files and database until the new site has been stable for some weeks.

Protecting your Google traffic

If a page address changes, send visitors and Google from the old address to the new one with a permanent (301) redirect. Google's site move guide says 301 and other permanent redirects do not cause a loss in PageRank. It also advises against chains of redirects, so point each old address directly at its final page.

• Each old address is mapped to its closest new page
• Permanent (301) redirects are in place, with no chains
• Titles and descriptions are carried over or improved
• Useful text from the old pages is kept, not thrown away
• A new sitemap is submitted in Search Console
• Internal links point directly at the new addresses
• The staging site is not blocked from Google after launch

Launch day checks

• Test every form and confirm the message arrives
• Test call and WhatsApp buttons on a real phone
• Open your ten most visited old addresses and confirm they redirect
• Confirm analytics and cookie consent work
• Run a speed test on the home page and one inner page

What to expect after launch

Search positions can move for a while as Google re-reads the site. Google's SEO starter guide notes that some changes take effect within hours and others take several months, and suggests waiting a few weeks before judging the effect. Watch Search Console for pages reported as "not found" and fix those redirects first.

Common questions

Will a redesign hurt my SEO?

It can, if pages are removed or addresses change without redirects. With a page list, redirects and the same useful content kept, the risk is much smaller, though no one can promise positions will not move.

How long does a website redesign take?

Our business websites usually take three to four weeks. Larger sites depend on how many pages and how much content need to move.

Can I keep my domain and email?

Yes. A redesign does not need a new domain, and your email can stay where it is as long as the mail settings in your domain are left in place.

Next step

Not sure whether to fix or rebuild? Send us your address through our contact page for a review. You can also read about our website design service and starting prices on the pricing page.