Start with an honest audit
Before discussing how the new site should look, establish what the current one actually does. Which pages do visitors read? Where do enquiries come from? What do customers ask that the site fails to answer? The audit turns opinion into evidence.
Define the business objective
'Look more modern' is not an objective. 'Double qualified enquiries' or 'reduce pre-sales calls' are. A clear objective gives every later decision — structure, content, design, budget — something to answer to.
Decide also who the site is really for. A page written for everyone persuades no one; know the visitor you most want to convert and let them shape the journey.
A redesign that starts with colours ends with regret. Start with the audit.
Structure before styling
Information architecture comes first: what pages exist, in what order, with what purpose. Then content — real headlines and real copy, not placeholders. Design that wraps around real content holds; design that precedes it tears.
User experience and visual design follow structure, translating the journey into hierarchy, spacing, motion and restraint.
Protect what already works
If the current site has search visibility, a redesign can destroy it in a weekend. Map old URLs to new ones, preserve the content that earns traffic, carry over metadata, and test redirects before launch. SEO migration is a checklist, not a hope.
Test before you call it done
Review the site on the devices your customers actually use, at real connection speeds, with real content. Submit every form. Click every link. A redesign is finished when it works — not when it renders.
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