Website redesigns that protect rankings you spent years earning.
Most redesign disasters are not visual — they are URL taxonomy changes nobody mapped, redirects that chain through three hops, and staging sites indexed because robots.txt flipped too early. We treat migrations as risk-managed infrastructure projects with marketing upside.
Depth you do not get from a generic services paragraph.
Inventory and mapping before any Figma frame
We crawl the live site, export analytics landing pages, and attach revenue or lead value where possible. That prioritises which URLs must survive byte-for-byte versus which can merge or retire.
Content freezes and redirect testing
Editors freeze structural URLs while dev stabilises templates. We batch 301s, test sample chains with curl and Search Console URL inspection, and watch for soft-404 patterns on high-value paths.
Design uplift without novelty for novelty’s sake
We modernise typography, spacing, and photography direction — but keep primary conversion paths familiar enough that returning customers do not bounce from alien navigation patterns.
Post-launch monitoring window
The first 30 days include aggressive crawl error checks, speed regression tests, and snippet monitoring so rich results recover if schema templates moved.
Questions
Straight answers on this specialism.
Often yes. If the CMS is not the bottleneck, we improve templates and information architecture instead of forcing a replatform that delays launch six months.
We plan staged moves with overlap periods, update GBP and citations in a coordinated checklist, and communicate timeline risk — domain changes are never “quiet” to algorithms.
Yes as a scoped copywriting line item. Rewrites are staged so legal or clinical reviewers are not flooded the week before launch.
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