Redesigns that do not cost you the rankings you already earned.

Some short-term fluctuation is normal for two to four weeks as search engines recrawl and reindex. A significant sustained drop is not normal. It means something was missed, usually a redirect or removed content. That is why we baseline rankings before design and monitor for 60 to 90 days after.

It is a one-to-one list pairing every old URL with its new destination. Without it, every changed URL returns a 404, and the ranking authority those pages accumulated over years evaporates. It is the single highest-value deliverable in any migration.

Keep what earns. We audit which pages actually rank and convert, and those get preserved and improved rather than replaced. Starting fresh feels cleaner but throws away accumulated authority, and it is the most common reason a redesign tanks traffic.

Yes, and for large sites with heavy traffic it is often safer. We launch by section, verify each phase against the baseline, then move on. It takes longer and costs somewhat more in coordination, but the risk profile is much better.

Redesign when the structure is the problem. You cannot add the pages you need, mobile experience is poor, the site is slow at its foundation, or it no longer matches how you sell. If the bones are sound and the issue is messaging or content, targeted work costs a fraction of a rebuild.