Start with the business problem
Ask what prompted the redesign. Is the service outdated, the site difficult to edit, mobile navigation confusing or the enquiry process unreliable? These problems require different work. Record examples rather than relying on a general feeling that the site needs to be modernised.
Review a sample of recent enquiries and customer questions. Distinguish poor-fit traffic from a page that fails to explain the offer. Then test the actual customer journey from entry page to staff follow-up.
Inventory what must survive
| Asset | Record before changes | Risk if overlooked |
|---|---|---|
| Useful URLs | Current destination and purpose | Broken links or lost entry points |
| Service content | Approved facts, scope and owners | New copy making inaccurate promises |
| Forms and integrations | Fields, routing and dependencies | Enquiries reaching the wrong system |
| Analytics | Events and reporting definitions | Losing the ability to compare periods |
| Media and accounts | Rights and access ownership | Delays or assets the business cannot reuse |
The discovery checklist can turn these findings into a brief for website redesign.
Choose the smallest useful scope
A broken form may need a repair. An outdated service offer may need a content revision. A platform that cannot support required workflows may justify a rebuild. Compare those options against maintenance costs, editing needs and migration effort.
For a hypothetical accounting firm, a clear service structure and working appointment request may address the immediate issue without replacing every template. Conversely, a site dependent on abandoned software may need a broader technical plan.
Define launch acceptance in advance
Specify the routes, forms, mobile tasks and integrations that must pass. Include redirects if URLs change, and check analytics against the new journeys. Google's site-move guidance is relevant when a redesign changes URLs; it does not promise unchanged rankings.
Use redesign SEO support and the redesign checklist to plan those dependencies before launch week.
FAQ
Should every redesign change the URLs?
No. Preserve useful URLs unless there is a clear reason to change them. Unnecessary moves add redirect, linking and monitoring work without necessarily improving the customer experience.
Can we compare designs before writing the brief?
You can discuss visual direction, but meaningful evaluation needs requirements. Otherwise a preferred design may omit the content, interactions or operational constraints the business depends on.
What should happen immediately after launch?
Check important pages and enquiries, inspect redirects and monitor errors. Keep a record of the release so later traffic and conversion changes can be interpreted with context.
If your business is considering a redesign, get in touch with the current site and the problems the new version must solve.