website Redesign
Table of Contents
Executive Summary
- A redesign should solve your business issues (leads, trust, usability) and shouldn’t just “look modern”.
- Most SMEs do not require a complete redesign; a refresh will dramatically improve conversions and speed, but not put SEO at risk.
- One of the costliest redesign mistakes is losing SEO and not being clear with the messaging.
- To begin a redesign process, you need a set of success metrics and the current performance values as a baseline.
- Design should follow User Journeys: “What does this visitor require next?” on each important page.
- Content is typically the bottleneck in a redesign, an early content strategy is more successful than adding content later.
- Accessibility and Inclusivity deliver benefits to all begin with the sensible basics of WCAG compliance.
- Checklist before launch: Analytics, tracking, redirects, forms, backups and Monitoring.
- An effective and thorough redesign plan can be developed in 30-60 days (prior to any pixel being designed).
Who this guide is for
- Companies with 1 – 250 staff that are redesigning their websites. This includes business owners and directors, operations leads, marketing managers, and office managers.
- Non-technical stakeholders who require a straightforward and actionable plan.
- The teams that will work with a web agency, freelancer, or an internal resource (e.g. web designer).
Who it isn’t for
- Larger companies that have multiple brands and complex websites with dedicated product teams.
- Organisations that require extensive legal advice regarding the GDPR, PECR, or cookies, or that make regulated claims.
- Teams that are migrating to a new platform that has undergone complete custom software engineering. While this guide will still provide some assistance, you will require more in-depth technical planning.
Redesign vs refresh: decision framework
Why it matters
Compared to a full redesign, a targeted refresh will save you money, save time and have less associated risks (especially SEO). For many small to mid-size enterprises (SMEs), a targeted refresh can provide 80% of the benefit that would come from a full redesign.
Quick decision framework
You should consider a refresh rather than a full redesign if:
- Your website is somewhat dated and primarily consists of updated content and structure.
- You currently have moderate-level leads but would like to increase your conversion rates.
- You primarily want the following improvements to your site: multiple new landing pages with strong calls to action, improved performance, and improved usability of mobile devices.
- Your current CMS is healthy, stable, and secure.
You probably need a full redesign if:
- When the website’s structure no longer corresponds with the product/service(s) you provide
- When the website’s content is illegible/obsolete, lacks trust signals, and/or is not searchable
- When the site is difficult to navigate on mobile devices
- When the site’s content is not maintained and/or supports an outdated content management system (CMS) or theme
- When you are rebranding and targeting new audiences
If you are performing an entire website rebuild (more than just a redesign), you should consider doing so in the following instances:
- When transitioning to a new platform (e.g., transitioning from a custom-built site to a modern CMS)
- When adding additional functionality to your website (e.g., creating member portals, implementing complex booking systems).
- When your website has serious security vulnerabilities and/or significant amounts of technical debt.
Full redesign checklist (10 sections)
1) Business goals & success metrics
Why it matters
Ambiguous “success” can hinder redesigns. You will never be able to focus your decisions until you can quantify results. As a result, you’ll likely end up with a lot of discussion over people’s differing opinions.
| Item | Minimum | Better | Best Practice | Owner | Frequency | Notes |
|---|---|---|---|---|---|---|
| Primary goal | Pick 1 (e.g., enquiries) | 1–2 primary goals | Goals by segment | Director / Marketing | Monthly | Keep it focused |
| Baseline metrics | Current leads/month | Leads + conversion rate | Full funnel tracking | Marketing | Before launch | Export before changes |
| Success KPIs | 3 KPIs | KPIs per key page | KPI dashboard | Marketing / Ops | Quarterly | e.g., calls, forms |
Common pitfalls
- Having “We need a modern look” be the only objective
- Lack of a baseline metric to show improvement
- Setting up analytics after the redesign and missing opportunities to make good adjustments prior to launching your redesign.
- Unclear definition of what constitutes a lead.
Quick wins
- Select a single primary conversion action for every different page you redesign
- Get a real baseline for each of these action types now via Google Analytics 4, Google Webmaster, telephone log.
- Add obvious trust cues.
2) Audience & user journeys
Why it matters
The focus of your website should not be you, it should be your customers. A properly redesigned website allows potential customers to easily locate relevant information quickly from the best sources available.
| Item | Minimum | Better | Best Practice | Owner | Notes |
|---|---|---|---|---|---|
| Audience definition | 1–2 customer types | 3–5 personas | Persona + intent mapping | Marketing / Ops | Keep simple |
| Top journeys | Enquiry path | Enquiry + research paths | Journeys per service | Marketing | Map “next click” |
| Decision questions | Basic FAQ list | Objections list | Content by stage | Sales / Marketing | Cost, timing, proof |
| Navigation plan | Simple menu | Menu + CTA | Tested IA (tree test) | Marketing / Agency | Reduce clutter |
Common pitfalls
- Creating the design layout based on the homepage rather than the primary areas of interest
- Having too many menu items
- Not being aware of or assuming that website visitors understand your services the same way you do.
- Failing to optimise for mobile devices “thumb friendly”
Quick wins
- Select the top three visitor intents (purchase, comparison, support)
- Construct a detailed list of answers to the “top ten customer questions” that can be easily referenced.
- Create a persistent primary Call to Action (telephone number, quote request, booking request, etc.)
3) Content & messaging
Why it matters
Content is the most important factor that drives conversion and builds trust with small and medium sized businesses (SMEs) through their website. Design can never compensate for unclear messaging.
| Item | Minimum | Better | Best Practice | Owner | Notes |
|---|---|---|---|---|---|
| Content audit | Keep/remove list | Page-by-page audit | Content scoring | Marketing | Don’t migrate junk |
| Messaging | Clear service summary | Positioning + benefits | Full message framework | Director / Marketing | Who you help + why you |
| Calls to action | Basic CTA | Strong page-level CTA | CTA testing | Marketing | Match intent |
Common pitfalls
- Copying and pasting old content into a new design template
- Writing content last, which causes delays in launching.
- Creating pages that detail the features of your product without indicating the outcome associated with using that feature.
- Creating vague call-to-actions (CTAs) that say “Contact Us” everywhere.
Quick wins
- Rewrite the hero section on your homepage to include who you serve, what the outcome is and a CTA.
- Create a section on “How It Works.”
- Develop 3-5 case studies even if they are short.
4) SEO & site structure
Why it matters
SEO could be adversely affected due to redesigning if the URLs changed without redirecting to them, content was deleted from the website, or if all the internal links were broken. Search Engine Optimisation typically is one of the highest, but least visible, costs of having a “pretty” redesigned website.
| Item | Minimum | Better | Best Practice | Owner | Notes |
|---|---|---|---|---|---|
| URL plan | Keep URLs where possible | Redirect mapping | Full migration plan | SEO / Agency | Avoid losing rankings |
| Redirects | Key pages only | Full 1:1 mapping | Tested + monitored | Dev / SEO | 301 redirects |
| Internal linking | Basic | Service hubs | Topic clusters | SEO / Content | Improves discoverability |
| Local SEO | NAP consistent | Location pages | Review strategy + schema | Marketing | UK local intent |
| Technical SEO | Indexable site | Clean sitemaps | Core Web Vitals focus | Dev / SEO | Don’t block crawlers |
Common pitfalls
- Changing the URLs without having a plan just because they may look better
- Overlooking to implement redirects for PDF files and old blog posts
- Going live while the “no index” option is still active
- Deleting web pages that produce significant amounts of traffic
Quick wins
- Compile a list of current, top-performing web pages based on traffic and leads and make sure that they are protected.
- Keep the current URL structure in place as much as possible
- Create a redirect file as early as possible (old URL → new URL)
5) Design & usability
Why it matters
Conversions are influenced by usability. Because of troublesome forms, difficult page scanning, and cluttered mobile layouts, SMEs frequently miss out on potential customer leads.
| Item | Minimum | Better | Best Practice | Owner | Notes |
|---|---|---|---|---|---|
| Navigation | Simple menu | CTA in header | Tested IA | Marketing / UX | Fewer choices = better |
| Readability | Clear fonts | Scannable pages | Content hierarchy system | Designer | Headings, spacing |
| Mobile-first | Responsive | Designed for mobile | Mobile UX testing | Designer / QA | Thumb reach |
Common pitfalls
- Unclear onward trajectories from beautifully-designed websites
- Forms which contain too many fields for length
- Mobile pop-ups blocking user access to content
- Text that possesses insufficient contrast, and fonts that are too small
Quick wins
- Minimize the fields required on forms
- Locate testimonials near the inquiry area of the website
- Clearly displaying contact telephone numbers and Calls-to-Action buttons on Mobile Devices
6) Performance & hosting
Why it matters
Hosting reliability impacts user’s trust (Especially when a website supports e-commerces or booking features)
| Item | Minimum | Better | Best Practice | Owner | Notes |
|---|---|---|---|---|---|
| Hosting | Reliable shared | Managed hosting | Scalable + CDN | IT / Agency | UK / EU options |
| Speed | “OK” | Optimised images | Core Web Vitals focus | Dev | Measure before/after |
| Uptime | Basic | Monitoring alerts | SLA + incident process | IT / Agency | Know when it’s down |
| Backups | Weekly | Daily backups | Tested restores | IT / Agency | Don’t assume |
Common pitfalls
- Large Images and Heavy Sliders
- Unused Plugins
- No Staging Site
- No Launch Day Rollback Plan
Quick wins
- Image Compression/Utilisation of Modern Formats [Eg. WebP]
- Deletion of Unused Plugins
- Implementation of Uptime/Backup Monitoring Systems
7) Accessibility & inclusivity (WCAG basics)
Why it matters
User-friendly accessibilities are an asset to your business, improving user experience for all users, including mobile and older users, as well as those with impairments. Increased access reduces business liability and increases reach. The above represents high-level suggestions for increasing user-friendly access.
| Item | Minimum | Better | Best Practice | Owner | Notes |
|---|---|---|---|---|---|
| Contrast & text | Readable fonts | Contrast checked | Design system | Designer | Avoid light grey text |
| Keyboard access | Basic | Full keyboard nav | Tested workflows | Dev / QA | Forms included |
| Alt text | Key images | All meaningful images | Content standards | Content | SEO bonus |
Common pitfalls
- Using text on images with poor contrast.
- Missing form labels; i.e. placeholders.
- Using non-descriptive link text, e.g. “click here.”
- Using PDFs as primary content without providing alternative accessible versions.
Quick wins
- Increase font size and use a higher contrast.
- Create alt text for all significant images.
- Ensure headings have a proper structure and all links have descriptive labels.
8) Security & compliance (UK GDPR, cookies, privacy)
Why it matters
Data (analytics, forms and cookies) collected from a website is governed by laws. Your website must therefore use reasonable controls, e.g., secured forms or HTTPS, informative statements about your cookies and privacy policies. (This is only a general overview and not intended to be construed as legal advice.)
| Item | Minimum | Better | Best Practice | Owner | Notes |
|---|---|---|---|---|---|
| HTTPS | Enabled | Enforced | HSTS + monitoring | Dev / IT | No mixed content |
| Forms | Basic spam filter | Validation + logs | Secure handling + retention | Marketing / IT | Limit data collection |
| Privacy notice | Present | Clear & current | Reviewed annually | Ops | Plain English |
| Cookie consent | Basic banner | Category control | Consent mode + audits | Marketing / Dev | Tools vary |
| Data handling | Minimal data | Retention rules | Documented processing | Ops / Marketing | Don’t keep forever |
Common pitfalls
- Collecting data from forms that you do not require.
- Using a privacy statement that is either out-of-date or incomplete.
- Using cookie banners that do not accurately represent what cookies are actually being used by your website.
- Sending completed forms to your personal email account.
Quick wins
- Reduce the number of fields required to complete a form – use only the necessary fields.
- Adjust your privacy notice to accurately reflect the way that your company processes data.
- Use a single shared mailbox or a customer relationship management (CRM) system to handle all incoming requests with restricted access on each account.
9) Integrations & functionality
Why it matters
Small and medium-sized enterprises (SMEs) often use integration methods to connect their websites to customer relationship management software (CRM), booking services, payment-processing systems, chat services and review sites. However, if these integrations aren’t tested before launch, they usually fail.
| Item | Minimum | Better | Best Practice | Owner | Notes |
|---|---|---|---|---|---|
| Forms | Email delivery | CRM integration | Pipeline + attribution | Marketing / Sales | Track source |
| Booking tools | Simple | Branded booking flow | Automated reminders | Ops | Reduce no-shows |
| Payments | Basic checkout | Trust + UX optimisation | Fraud controls | Ecom / Ops | Depends on model |
Common pitfalls
- Utilising an excessive number of tools simply because your competitors do
- Failing to appoint someone responsible for managing all integrations
- Losing track of your lead sources after a redesign
- Failing to create a mobile-friendly booking and payment page
Quick wins
- Identify a single CRM destination for all enquiries generated from your website
- Thoroughly test your website’s form and all integrations from start to finish
- Implement event tracking on all critical actions.
10) Launch & post-launch checks
Why it matters
Relaunching an app is not the last step of development, typical problems come after the user base starts testing. To minimise revenue loss, you need a well-defined relaunch plan.
| Item | Minimum | Better | Best Practice | Owner | Notes |
|---|---|---|---|---|---|
| Pre-launch QA | Basic testing | Device/browser testing | Full test script | QA / Agency | Forms + checkout |
| SEO launch | Sitemap | Redirects tested | Monitoring plan | SEO / Dev | Watch rankings |
| Analytics | Installed | Events tracked | Dashboards | Marketing | Confirm real-time |
| Backups | Confirm backup | Rollback plan | Tested rollback | IT / Dev | “Undo button” |
Common pitfalls
- Relaunching on a Friday without providing support
- Ignoring redirects and/or analytics when possible
- Failing to create a contingency plan
- Not checking inquiries for one week (broken forms)
Quick wins
- Create a “Relaunch Day Checklist” and assign accountability to specific people
- Track forms and phone calls on a daily basis for the first week
- Use Search Console as a means of identifying crawl-related/404 errors quickly.
Common redesign failures & warning signs
Failure patterns that waste money
- Lack of assigned goals or responsibilities
- A “design-first” approach often results in content and SEO to be addressed too late in the design process
- A significant change in distribution channels or digital properties (e.g., website) without a migration plan
- Launching with no way to redirect old URLs
- There is no means to track success or if there is broken tracking
- The navigation is complicated and there are too many pages
- There are too many plug-ins/tools that slow down the website
- Cookies/privacy are not being tracked appropriately to conform with the user’s site visit
- There is no budget or time to optimise the site post-launch
Warning signs during a project
- Success metrics have not been defined
- Content is continually being delayed
- SEO is an afterthought
- URLs are being changed because we can
- There is no staging environment for testing or quality assurance
- There are no pre-launch acceptance criteria agreed upon
30–60 day redesign planning timeline
| Days 1–10: Discovery & Decisions | Days 11–25: Structure & Content Plan |
|---|---|
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| Days 26–40: Design & Build Prep | Days 41–60: Build, QA, Launch Readiness |
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FAQs
A redesign can harm your website's SEO if you don't plan for URL/content changes and use redirects appropriately. A successful migration plan allows for the SEO to either be maintained or improved over time with most website redesigns.
For standard SME (Small Medium Enterprise) projects, this will vary from 4-12+ weeks based on project scope, complexity of content and integrations.
Changing domains or URLs should typically be avoided unless absolutely necessary. If it is absolutely necessary to change URLs ensure that you have a full redirect strategy in place.
Writing will mainly include your top five to ten landing pages (home page, core product/service, etc.) and potential for adding new content. If you have content that is weak (not driving traffic) don't migrate the weak content.
Most SMEs can benefit greatly from having basic WCAG (Web Content Accessibility Guidelines) compliant features (contrast, sufficient for readability, headings - properly tagged, keyboard access). If your site owner requires a higher level of compliance you should seek out specialist advice.
Typically every three to five years; however, logging regular performance, content, and conversion metrics may allow an extension of this timeline for SMEs.
The most significant risk/concern is losing leads and traffic due to broken redirects, mis-tracking, and ineffective messaging.
Your first step in finding an agency would be to inquire about each agency's experience with performing SEO migration, analytics integration, accessibility basics, quality assurance process, post-launch.
Final soft CTA (non-salesy)
Last but not least, we have a very soft CTA.
Here’s a list of what you could expect with a professional redesign readiness review:
- A brief site audit looking at areas impacting SEO performance and conversion
- A recommendation on whether to redesign vs refresh backed by rationale
- A prioritised checklist (what to fix first and what can wait)
- A brief outline of how to migrate to the new site (URLs, redirects, tracking)
- A high-level overview of accessibility and compliance basics.
No pressure, only the facts and plan.
About This Guide
This guide was developed by the Computer Support Centre, a UK focused IT consultancy that supports many small to medium businesses with their digital marketing, e-commerce platforms and website security.
The aim of this guide is to give UK SMEs clarity and confidence when considering a redesign of their websites, concentrating on business results instead of following fads and making unnecessary changes.
It provides assistance in creating a successful SME website from real life experience working with a variety of SMEs who depend on their websites to create customer confidence, provide reliable service, generate sales, and deliver real results.
Conclusion
When you are redesigning your website, you are not simply changing how it looks; you are enhancing how the website helps your business. A well-planned, goal-oriented approach will help UK SMEs maintain their online visibility, improve their user experiences, and maximise their return on investment.
This Checklist will assist businesses in planning and executing their redesigns in a practical, compliant and, most importantly, based on their business need, current and future.