A redesign that keeps what already works.

Handled properly it protects them, and protecting them is a defined piece of work rather than a hope. Every indexed URL is mapped to a single-hop destination, canonicals and sitemaps are regenerated, structured data is carried across, internal links are rebuilt deliberately, and pages that rank are strengthened instead of merged away. Google's own guidance on why site traffic drops names host changes, URL changes and reorganisations as the usual culprits — all three are planning failures, not inevitabilities. Expect a short settling period while the index catches up; because we recorded the baseline, we can tell settling from a fault within days.

Often it is not, and that is worth ten minutes before it is worth a budget. If the design is sound and the website is simply slow, speed engineering is cheaper and faster. If organic traffic is the problem rather than conversion, SEO work on the existing website pages usually returns sooner. If one journey leaks, conversion testing answers it without a rebuild. A full redesign earns its place when the structure fights the business, the platform blocks the team, the brand has moved on, or the build is too fragile to change safely. We look at your numbers and say which of those it is.

It is driven by page count, how many templates are genuinely different, how much copy has to be written, and what the site integrates with — not by how it looks. A focused marketing website with six or seven templates and written copy is one order of magnitude; a store with a catalogue, a configurator and CRM and ERP integrations is another. We quote in phases so you can approve evidence and structure before committing to the build, and the URL map and baseline you get from phase one keep their value even if you pause afterwards.

Usually, and we start from that assumption because a replatform doubles the risk of the project for reasons unrelated to design. Platform choice should follow two questions: who edits the website day to day, and what it must integrate with. A marketing team that publishes weekly is well served by Webflow or a well-built WordPress; a product catalogue with complex fulfilment belongs on commerce infrastructure; a website that is really an application needs custom development. If your current platform answers both questions, we rebuild on it and spend the budget on the site instead of the move.

By inventorying it before anything is designed. Every page gets a decision — keep as is, keep and improve, merge into a stronger page, or retire and redirect — and the decision is made from data on what it earns and ranks for, not from how old it feels. Pages that bring qualified visits are the assets the project is meant to protect, so where a merge makes sense we carry the substance into the destination and redirect the old URL to it. Nothing gets deleted quietly, and the inventory is a document you keep.

We do, from evidence, and your team reviews it. Copy written after the layout is finished ends up padding a shape; copy written from the objections sales hears, the questions search data reveals and the proof that convinces decides the shape instead. That is why wireframes are signed off in grey — the words are the design at that stage. Where you have subject-matter experts we interview them rather than inventing claims, and everything factual is checked with you before it goes live.

Less than most agencies ask and more than nobody. Practically: an hour a week for a working session, two or three sign-off points where a decision genuinely needs your business context, access to sales for two interviews, and one named person who can settle internal disagreements. We do not run design by committee, because a page assembled from six opinions converts worse than a page built to evidence, and we will show you the reasoning behind any recommendation you want to push back on.

The cutover is rehearsed on a staging copy first, so the day itself is a checklist: redirects verified, robots and canonicals corrected, sitemaps submitted, analytics and conversion tracking confirmed firing, forms and payment paths tested with real submissions, rollback ready. Then six weeks of aftercare: crawl and indexation daily at first, rankings and enquiries read weekly against the baseline, error logs watched, and the early fixes real traffic always reveals. You get a written launch report at the end of it.

Yes, and on large or high-traffic websites we often recommend it. Templates are released in waves — usually the highest-value journey first — so each wave can be measured against the baseline and the next one learns from it. It costs a little more in engineering because two design systems coexist for a while, and it removes the single-day risk of moving everything at once. Where a brand relaunch requires one visible moment, we do the structural and technical work in stages beforehand and keep the visual switch for the date you have announced.

By making both a constraint rather than a review stage. On the SEO side, the URL map, internal linking plan and page-level keyword targets are written during structure, so the new website is designed around the terms your customers actually search rather than retrofitted afterwards. On the mobile side, every template is designed at the small breakpoint first and held to a speed budget, because most visitors arrive on a phone and a layout that only works on a desktop is a business problem disguised as a creative choice. Both sets of goals go in the brief with the conversion targets, so nobody has to argue for them later.

Ask three questions and the field narrows quickly. First: what will you measure this website redesign against, and will you record it before we start? An agency that cannot answer is selling design services rather than business outcomes. Second: who writes the URL map, and can we see one from another project? That single document separates teams who have protected organic search through a launch from teams who have not. Third: who does the work day to day, and will that person be in our weekly session? Portfolios are marketing; process artefacts are evidence. Any credible partner will show you a baseline, an inventory and a launch checklist without being asked twice.

It depends on where your risk sits. Splitting design from development works when both teams are strong and someone senior owns the seam between them; it fails when the seam is where the speed budget, the accessibility spec and the URL map are supposed to live. Our own preference, and the reason we run a full-service team, is that whoever inherits the website for search and paid media should have had a say in how it was built. If you already have a digital marketing partner you trust, we will build to their brief and share the baseline with them openly.

Yes. Some redesigns need a full identity, most need the existing one extended properly into a digital system: type scale, colour with contrast that passes accessibility checks, photography direction, iconography, motion. Our design and identity teams work on the same project rather than in a separate contract, which keeps the website and the brand from drifting apart six months later. Where your identity is strong and recent, we say so and leave it alone.