1. Record the current baseline
Before changing the site, preserve evidence about what already works. Export search queries, top landing pages, conversions, backlinks and high-value URLs. Add customer and staff feedback that analytics cannot explain.
- Top organic landing pages
- Enquiry and sales paths
- Frequently used content
- Known technical issues
- Common customer questions
2. Define outcomes and decision-makers
Turn broad goals such as modernise the website into observable outcomes. Examples include improving qualified enquiries, reducing support questions or making services easier to compare.
Name the person who approves scope, content and design. Slow or conflicting approval is a project risk that should be planned like any integration.
3. Audit content and URLs
Create an inventory that marks each existing URL as keep, improve, merge, redirect or remove. Preserve valuable intent and backlinks even when the new navigation changes.
Every removed indexed URL needs a deliberate outcome. Redirect it to the closest useful replacement, or return a genuine 404/410 when no replacement exists.
4. Confirm systems and ownership
List forms, CRM, analytics, email, domain, DNS, hosting, consent, payments and any data exports. Confirm who owns each account and whether production access is available before launch.
- Domain and DNS access
- Hosting and deployment
- Analytics and Search Console
- Form and email delivery
- Third-party scripts and licences
5. Prepare a launch and recovery plan
A redesign launch should include redirect validation, metadata checks, form submissions, analytics, backups and a rollback decision. Test the deployed environment, not only a local build.
After launch, compare search coverage and conversions with the recorded baseline. A redesign is not finished when the new homepage appears; it is finished when the important journeys work and migration signals settle.
Frequently asked questions
Will a website redesign hurt SEO?
It can if valuable content, URLs, internal links or technical signals are removed without a migration plan. A redesign can also improve search performance when those assets are preserved and the new site serves intent better.
Should every old URL redirect to the homepage?
No. Redirect each URL to the closest relevant replacement. Sending unrelated pages to the homepage is confusing and can be treated like a soft 404.
When should content be written?
Content structure should be agreed before detailed interface design. Final copy can develop alongside design, but leaving all content until the end creates avoidable layout and approval risk.
Written from Luban Digital's project-planning experience. Review material decisions against your organisation's goals, legal obligations and technical constraints.