INSIGHTS / PLANNING YOUR NEXT CHAPTER
How to prepare for
a website redesign.
In short: Prepare for a website redesign by describing what has changed in your business, gathering the content and materials that still work, choosing reference websites for specific reasons, protecting the search visibility you already have, and deciding who will look after the site after launch. You do not need a fully formed brief to begin.
THE PERSPECTIVE
You do not need a fully formed brief to begin a redesign. A few thoughtful observations can make the first conversation more useful.
Start with what has changed.
Perhaps your audience has shifted, your services have evolved, or the existing website no longer reflects your business. Describe that change before deciding which pages or features you need.
Gather the useful pieces.
Bring your existing content, brand materials, and examples of enquiries you would like to encourage. Note which parts of the current site still serve people well. A redesign can build on those strengths.
Choose examples for a reason.
When collecting reference websites, explain what you appreciate: the tone, navigation, photography, or the way a service is explained. Specific observations help a design partner understand your preferences without copying someone else’s identity.
Protect what already works in search.
If your current website already brings in visitors from search, list its most visited pages before anything changes. Where a page address will change, plan a permanent (301) redirect from the old address to its closest new equivalent, and carry over useful page titles, descriptions and content.
After launch, submit an updated sitemap and check for broken links, so the visibility you have built is not lost in the move.
Think about life after launch.
Who will update the website? Which information changes often? How will you know whether the new experience is helping? These questions shape a site that can stay useful as the business grows.
Leave room for discovery. A good brief creates a shared direction and invites the right questions.
Key takeaways
- Describe what has changed in your business before choosing pages or features.
- Gather existing content, brand materials and examples of good enquiries.
- Explain why you like each reference website.
- Map existing pages and plan 301 redirects for any address that changes.
- Decide who will maintain the site and how you will judge its success.