Website Redesign & Migration
Modernise your website without losing what already works.
We redesign outdated websites and manage migrations carefully — improving UX, design, performance and technology while protecting content, URLs and SEO continuity.
- Website redesign
- Platform migration
- UX modernisation
- SEO migration
- Performance
Most redesigns start with the same list.
If several of these are true, the site is no longer helping. None of them individually justifies a rebuild — together they usually do.
- The design reads as older than the company is
- The mobile experience was adapted, not designed
- Pages are slow enough that people leave before they load
- The brand moved on and the site did not
- Navigation grew by accretion and now confuses people
- Traffic arrives but very little converts
- The CMS is painful enough that content goes stale
- The technology no longer fits how the company works
- A design that matches where the business is now
- A mobile layout designed as a first-class experience
- Performance work carried through to launch
- A visual system your brand can extend
- Navigation rebuilt around what people actually look for
- A clear conversion path on every significant page
- A CMS your team will genuinely use
- A platform that fits the next few years, not the last few
Migration should improve the platform, not erase years of digital equity.
A redesign changes what people see. A migration changes what search engines have already indexed, trusted and ranked. Treating the second as a side effect of the first is how companies lose traffic on launch day.
What is actually at risk
Every URL you have ever published may have links pointing at it, rankings attached to it, and analytics history behind it. Change the address without a redirect and all three disappear.
The damage is rarely visible on launch day. It shows up three weeks later as a quiet, unexplained decline — by which point the cause is much harder to trace.
What we inventory before anything moves
- URLs. Every indexed address, exported and accounted for.
- Redirects. A mapping from every old URL to its closest new equivalent.
- Content. What moves, what merges, what is deliberately retired.
- Metadata. Titles, descriptions and structured data carried across.
- Internal links. Updated to point at the new structure, not through redirect chains.
- Analytics and tracking. Verified working before launch, not discovered broken after.
- Indexation. Sitemaps, canonicals and robots directives reviewed as part of the cutover.
We will not promise your rankings will not move.
Anyone who does is guessing. Search results shift for reasons no agency controls. What we can promise is method: a complete URL inventory, a redirect map reviewed before launch, and active monitoring afterwards so that if something does move, we see it in days rather than months.
The redesign and migration method.
Ten stages. The first two exist specifically so that stages six and seven cannot go wrong quietly.
Audit
Current site, analytics, search performance, technical health and the specific reasons a redesign is being considered.
Content & URL inventory
A complete export of what exists — every page, every URL, every piece of metadata. Nothing proceeds until this is done.
UX strategy
What the new site has to do better, based on what the data says people currently struggle with.
New structure
Revised information architecture and navigation, mapped explicitly against the old one.
Visual redesign
The new design system, applied to the templates that carry the most traffic and the most weight.
Migration
Content moved, restructured and reviewed on the new platform, with the old site still live.
Redirect mapping
Every old URL mapped to its new equivalent, reviewed as a document before anyone deploys anything.
QA
Redirects tested at scale, forms, tracking, performance, accessibility and content review across devices.
Launch
Cutover, sitemap submission, indexation checks, and verification that redirects behave in production.
Monitoring
Search performance, crawl errors and analytics watched closely through the weeks after launch, with fixes as needed.
SEO migration, specifically.
The part of the project most likely to be skipped, and the most expensive to skip.
Before
- Full URL inventory
- Search performance baseline
- Top-page and top-query export
- Backlink-target identification
- Metadata export
During
- 301 redirect mapping
- URL preservation where possible
- Metadata migration
- Internal link updates
- Canonical review
- Structured data carried across
After
- Indexation checks
- XML sitemap submission
- Crawl error monitoring
- Search Console review where access is available
- Ranking and traffic monitoring
Questions we get asked.
Will a redesign hurt our SEO?
It can, if URLs change without redirects, content is dropped without a decision, or the new structure is harder to crawl. Handled properly — inventory, redirect map, metadata migration, monitoring, a redesign is usually neutral to positive, because performance and structure typically improve. What nobody can responsibly promise is that no ranking will move.
Can you migrate without losing content?
Yes. The content inventory happens before any design work, so every page is accounted for and every decision to move, merge or retire something is explicit and yours to approve.
Can you migrate to another platform?
Yes. Tell us where you are now and where you are considering going, and we will be straightforward about whether the move is worth the disruption.
Can you preserve our existing URLs?
Where the new structure allows it, keeping URLs identical is the safest option and we will recommend it. Where the structure genuinely needs to change, every old URL gets a 301 redirect to its closest equivalent.
How long does a migration take?
It depends on the size of the site and the complexity of the content. The inventory and redirect mapping take real time and are not worth rushing — they are the work that protects everything else.
Can the existing site stay live during development?
Yes. We build on a separate environment and only cut over when the new site and the redirect map are both signed off.
What happens after launch?
We monitor search performance, crawl errors and analytics through the weeks that follow. Longer-term care is covered by Website Management.
Related services
Digital growth rarely happens in one channel.
Your business evolved. Your website can too.
Tell us what the current site is costing you, in leads, in credibility, or in the time it takes your team to change anything.