Pre-redesign audit
Analytics, search console and technical performance review to establish what's currently working and what isn't.
Website Redesign
Website Redesign That Doesn't Reset Years of SEO Progress
We redesign existing websites by auditing what's actually working first — rankings, traffic sources, conversion paths — so the rebuild improves the site without throwing away what it already earned.
Redesigns that quietly tank organic traffic
The most common redesign failure isn't visual — it's technical. URLs change, redirects get missed, page titles are rewritten without checking what was ranking, and three months later organic traffic is down 40% with no one sure why.
- New URL structure launched without a redirect map from old URLs
- Ranking pages rewritten or merged during the redesign without checking their existing search performance
- Design refreshed but the underlying performance and accessibility problems carried straight over
- No pre-redesign benchmark, so it's impossible to prove what actually changed after launch
Audit first, then redesign against what you'd lose
We start with a full audit of current analytics, search console data, top-performing pages and technical debt before any new design work begins. That audit becomes the checklist the redesign is measured against — every ranking page gets a mapped equivalent, and every performance issue is fixed rather than repainted.
What's included
Service components
URL mapping & redirects
A full old-to-new URL map with 301 redirects implemented before launch, not patched afterward.
Information architecture review
Reassessing navigation and page structure rather than assuming the current sitemap should carry over unchanged.
Visual and UI refresh
Updated design system applied across templates, replacing outdated layouts and inconsistent components.
Technical rebuild
Rebuilding the underlying code where the old site's performance, accessibility or CMS limitations were the real problem.
Post-launch monitoring
Tracking rankings, traffic and Core Web Vitals against the pre-redesign benchmark for the weeks after go-live.
Process
How we deliver it
- Step 01
Audit & benchmarking
Recording current traffic, rankings, conversion rates and technical performance before any changes are made.
- Step 02
Scope & architecture
Deciding what's being redesigned — visual only, full rebuild, or platform migration — and mapping the new structure against the old.
- Step 03
Design & build
Executing the redesign with the audit findings as a constraint, not an afterthought.
- Step 04
Redirect implementation & QA
Testing every mapped redirect and checking for broken links before launch.
- Step 05
Launch & post-launch tracking
Monitoring rankings and traffic against the benchmark, correcting quickly if something regresses.
Outcomes
What you get out of it
No traffic cliff at launch
Redirect mapping and pre-launch QA prevent the sudden ranking drop that untracked redesigns cause.
Underlying problems actually fixed
Performance and accessibility debt addressed in the rebuild, not hidden under new visuals.
Provable before/after results
A documented benchmark means you can see exactly what improved and by how much.
A site that matches where the business is now
Structure and content updated to reflect current offerings, not what the business looked like when the old site launched.
Why D2S
Why teams choose us for this
- Every redesign starts with an audit, not a mockup
- Redirect mapping treated as a launch-blocking requirement, not an optional cleanup task
- Same team handles SEO, design and engineering, so nothing falls through a handoff gap
- Post-launch monitoring included, not left for you to notice problems first
Industries
Sectors we work with
B2B servicesHealthcareReal estateE-commerceEducationFinancial services
FAQ
Frequently asked questions
01Will a redesign hurt our current search rankings?
Not if it's planned properly. Most ranking loss during redesigns comes from missed redirects or rewritten content on pages that were already performing — our audit-first process is built to catch both before launch.
02How do you decide what to keep from the old site?
The pre-redesign audit tells us which pages, URLs and content are actually earning traffic or conversions, and those get preserved or carefully migrated rather than redesigned away by default.
03Can you redesign without changing our CMS?
Yes, redesigns can be visual-only within your existing CMS, or include a platform change if the current one is limiting you — we'll scope this based on the audit.
04How long does a typical redesign take?
It depends on site size and whether it includes a platform migration; a mid-size business site typically takes 6-10 weeks including the audit phase.
05Do you provide a before/after performance report?
Yes, we benchmark rankings, traffic, conversion rate and Core Web Vitals before launch and report against them after.
Keep exploring
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Redesigning a site that already gets traffic?
Let's audit what's working before we touch anything.