Website redesign

The word hides two different projects. A visual refresh changes how the site looks and leaves the structure alone. A full redesign changes what the site says, which pages exist and how they connect, and usually the platform underneath. The second is the one most companies need and the first is the one they usually ask for, because the visible problem is the appearance and the actual problem is the message.

Redesigns carry a specific risk: losing what the old site earned. URLs change, pages merge, and the search traffic that took years to build can disappear in a launch. Which is why a redesign should be run as a migration, with a URL inventory, a redirect map and post-launch monitoring, even when the domain stays the same.

Before commissioning one, it is worth writing down the problem it solves. "The site looks dated" and "sales cannot use the site" and "marketing cannot publish" are three different projects with three different success conditions, and a redesign that starts without choosing one will be judged against whichever someone had in mind.