Web & Software
Website Redesign & Migration
Replacing a live, indexed website carries real risk if it is handled carelessly - lost rankings, broken links, and confused returning visitors. This service manages that transition deliberately, keeping what works while rebuilding what doesn't.
Website redesign and migration covers structurally replacing or moving an existing website: a visual and UX overhaul of a site that is otherwise working, or a platform migration such as moving from a legacy CMS, Webflow, or a custom build to a new technical foundation. Unlike a brand-new website build, this work always starts with an audit of what currently exists - content, URLs, traffic, and known issues - before deciding what to keep, improve, or remove.
The two biggest risks in any redesign are losing established search visibility and disorienting existing customers who know the current site. Both are managed the same way: a clear content and URL migration plan, agreed before development starts, with redirects mapped from every meaningful old URL to its new equivalent.
Buyer fit
Is this the right service for you?
This service fits businesses with an existing, indexed website that needs to change substantially rather than be replaced from zero.
Good fit when
- Sites with outdated design or UX that still have valuable content, traffic, or search rankings worth preserving.
- Businesses migrating from a legacy platform, an outdated custom build, or a page builder they have outgrown.
- Organizations that have grown or repositioned since the current site was built and need a structural rethink, not just a new coat of paint.
- Sites with known usability problems - confusing navigation, poor mobile experience, or low conversion - that need a UX-led rebuild.
Less suitable when
- Businesses with no existing website - see website development for a new build with no migration constraints.
- Sites that only need ongoing technical care, not structural change - see website maintenance.
- A single platform-specific concern with no broader redesign need - see the specific platform's page.
Scope
What's included
A redesign engagement is built around protecting existing value while improving what is not working.
UX and content audit
Review of current site structure, content performance, and usability issues to decide what to keep, merge, or retire.
Redesign strategy and information architecture
An updated sitemap and design direction addressing the specific problems identified in the audit.
Redirect mapping
A documented, one-to-one map from meaningful old URLs to their new destination, applied at launch.
Content migration
Moving and updating existing content into the new structure, rather than starting from a blank page.
Design and development
The visual and technical rebuild itself, following the same process as a new website build.
Launch verification
Post-launch checks confirming redirects work, indexing is intact, and no critical content was lost.
Not included in this service
- • Guaranteed preservation of specific keyword rankings, which depend on many factors outside a redesign's control.
- • Full rewriting of every page's content unless scoped, since some content may only need structural relocation.
- • Ongoing SEO campaign work beyond the migration itself, covered under SEO services.
Process
How the work happens
Migration-specific risk management is layered onto the standard website build process.
- 1
Audit
Review analytics, search performance, current content, and structural issues before deciding on scope.
- 2
Migration and redesign plan
Agree on the new sitemap, redirect map, and content decisions (keep, rewrite, merge, retire) before design starts.
- 3
Design and development
Build the new site following the agreed structure and design direction.
- 4
Pre-launch validation
Verify the redirect map, check for broken links, and confirm indexing signals are correctly set.
- 5
Launch and monitoring
Go live with close monitoring of search visibility and traffic in the days following launch.
Decision support
Redesign, migrate, or start fresh?
The right approach depends on how much existing value - traffic, rankings, content - is worth protecting.
| Situation | Recommended path | Why |
|---|---|---|
| Existing site has real traffic and rankings | Redesign/migration with full redirect mapping | Protects existing value during the change |
| Existing site has little to no organic value | New website development | Fewer migration constraints, simpler process |
| Only the platform needs to change, not the design | Migration-focused engagement | Redirects and content parity are the main focus |
Measurement
How results are checked
Migration success is checked with specific technical verification, not just a visual comparison of old and new.
- Every meaningful old URL has a working redirect verified after launch.
- Core content from the old site is accounted for - kept, merged, or deliberately retired with a documented reason.
- Search engine indexing signals (sitemap, canonical tags) are correctly configured on the new site.
- Search visibility and traffic are monitored for a defined period after launch to catch any issues early.
Engagement factors
What affects scope and pricing
Redesign and migration scope is shaped mainly by these factors.
- Number of existing URLs and how much content needs review and mapping.
- How much of the current design and structure is being kept versus rebuilt.
- Complexity of the current platform and how difficult it is to export content cleanly.
- Whether existing integrations (CRM, analytics, forms) need to be recreated in the new build.
FAQ
Common questions about redesign & migration
Will we lose our search rankings during a redesign?
A careful redirect and content-preservation plan is the main defense against ranking loss; some short-term fluctuation is normal during any migration, but the goal is to protect established visibility, not gamble it.
Can you migrate from any platform?
Most platforms allow some form of content export; feasibility and the cleanest approach for your specific platform are confirmed during the audit phase.
Do we have to redesign everything, or can we just move platforms?
A migration can be scoped with minimal visual change if the goal is purely technical, or combined with a full redesign if both are needed.
How do you decide what content to keep?
The audit looks at actual performance data - traffic, rankings, and engagement - alongside business relevance, so decisions are based on evidence rather than assumption.
What happens if something breaks after launch?
A monitoring period is built into the process specifically to catch and fix issues quickly, rather than assuming a successful launch and moving on immediately.
Ready to talk about redesign & migration?
Share a bit about your situation and goals — we'll follow up to confirm scope and next steps.