A website redesign can be an excellent opportunity to improve your website’s search engine optimization (SEO) and, thus, your visibility and organic traffic. However, it can also be a risk if not done correctly.

In this case study, we’ll look at how a website redesign improved our client’s technical and on-page SEO and what you can do to ensure your website redesign process is successful.

By the end of the article, you will be able to redesign a website without losing SEO. But before diving deep…

What is a website redesign? 

Website redesign is updating an existing website to improve its performance, usability, and overall design. This can involve anything from minor changes to a website’s layout to complete overhauls of its content, structure, and underlying code.

While a website redesign can be daunting, it can also be an excellent opportunity to improve your online presence and make your website more effective at achieving your business goals. If done right, a website redesign can help you attract more visitors, convert more leads, and drive more sales.

The business

MartinaK is a Clarity & Alignment Coach based in the UK. She empowers women who feel stuck, confused, frustrated, and unable to find clarity in their life. She instills confidence and helps them enjoy fulfilling careers.

Our objective

The original website was slow and clunky, with a poor user experience for site visitors. It had limited ability to generate leads for the business. The company had been disappointed with most web developers who added custom code and made it more difficult for MartinaK’s team to be able to maintain the website on their own. That’s when they approached London’s best Technical SEO agency to redesign and rebuild their website.    

Key objectives for the website redesign were:

  • Improve the website usability for non-technical members of the team. 
  • Redesign the website to increase lead generation.
  • Improve the user experience of web visitors.

How we achieved it

The package

The client ordered a medium-sized technical SEO and website design package. We built the website using WordPress CMS. After the launch, we provided FREE SEO tips for MartinaK and her team to be able to tap into the hidden power of organic traffic.        

The strategy

During the conceptualization phase, we realized the main challenge in this project was handling the high number of broken internal links and un-optimized images. The website was designed in 2016; since then, there have been many changes in the web space.  

Working closely with our client, we extensively researched all the technical solutions available and settled on WordPress CMS. 

We started by identifying and maintaining the website’s URL structure to prevent any SEO losses. This was followed by backing up and downloading all the images, posts, and pages. 

The rebuild took two weeks, during which we requested the client not to update anything on the old website as we had made a backup. 

We launched the new website in the last week of April 2022.

Devachi® created a video series to support our client further. The video series was to guide their non-technical team on how to use the new website’s backend. 

The results

During the rebuild, we exported 362 posts, optimized 612 images, and updated the URL structure successfully. 

After the launch of the website, the client feedback was positive. The simple user interface paired with the training Devachi® offered meant that their non-technical team could manage and update the website seamlessly without hiring external developers for small changes. 

Since launching in April 2022, the bounce rate has decreased by 63%. The session durations have also gone up to an average of 3 minutes 26 seconds from less than a minute before the rebuild. 

The traffic has gradually increased by 88% and leads by 71%.


When should you undertake a website redesign?

Your website is one of your most essential marketing tools – it’s often the first place potential customers will go to learn about your business. 75% of users have admitted to correlating a company’s credibility with its website design. That’s why keeping your website up-to-date in content and design is essential.

But how do you know when it’s time for a website redesign? There are a few key indicators that it might be time to give your site a makeover. Maybe your website is starting to look outdated, or your traffic has plateaued. Perhaps you’re starting to get more negative feedback about your site, or you’re not getting any new leads from your website. If you’re noticing these things, it might be time for a website redesign.

Of course, a website redesign is a big undertaking. It can be costly and time-consuming. But if done right, it can be the best decision you make for your business. 

How long does a website redesign take?

Assuming you have all the content ready to go, a website redesign can take anywhere from a few weeks to a few months. 

The actual design and development process takes the longest, while the launch and testing phases are usually shorter. Of course, every website is different, so that the timeline will vary depending on the scope and complexity of the project.

When planning a website redesign, starting with a realistic timeline is essential. This will help you set expectations and avoid any surprises down the road.

How to plan a website redesign: requirements

A website redesign is a big project. Thinking about your goals, target audience, budget, and other factors would be best. To help you get started, we’ve created a quick checklist of things you need to do before you begin your redesign.

  1. Define your goals. What do you want to achieve with your redesign? Are you looking to boost traffic, improve conversions, or something else?
  2. Research your target audience. Who are you redesigning for? What do they want to see on your site?
  3. Set a budget. How much can you afford to spend on your redesign?
  4. Structure your content. What content will you need for your new site?
  5. Choose a design platform. What platform will you use to build your new site?
  6. Find a web design agency that understands your needs, is within your budget, and can meet your expectations.  

Does website redesign affect SEO?

The short answer is: it depends. 

On the other hand, if the redesign is done without SEO in mind, it can be detrimental to your search engine rankings. 

How much does a website redesign cost?

The cost of a website redesign can vary depending on the project’s scope, the company’s size, and the desired features. For a simple redesign, the cost may be a few hundred dollars. However, for a more complex redesign, the cost can range into thousands or even tens of thousands of dollars.

Whether planning a simple or complex redesign, it is crucial to get an accurate estimate of the costs before starting the project. You can avoid surprises down the road and ensure that the project stays within budget.

How to redesign a website without losing SEO? 

When redesigning a website, it’s essential to consider how your changes will affect your SEO. After all, a website redesign is an opportunity to improve your site’s ranking in search engines and drive more traffic to your business. 

However, if not done correctly, a website redesign can also lead to a decrease in traffic and a drop in your search engine ranking. 

So how can you avoid losing SEO when redesigning your website? Here are a few tips:

  • Keep your URL structure the same
  • Use redirects to point old pages to new pages
  • Use canonical tags to avoid duplicate content
  • Update your sitemap
  • Keep your title tags and meta descriptions unique
  • Increase your site’s loading speed
  • Improve your content

By following these tips, you can redesign your website without sacrificing SEO.

The benefits of undertaking a website redesign

A website redesign can offer many benefits for businesses, including improved brand visibility, increased web traffic, and enhanced customer engagement. In addition, a well-designed website can provide a positive user experience that leads to conversions and sales.

Suppose your website is outdated or not optimized for search engines. In that case, a redesign can help to address these issues and improve your online presence. A web design company can help you create a modern, responsive, optimized website for search engines. 

In addition, they can also help you to implement effective marketing strategies to boost your website’s traffic and conversion rate. A redesign allows you to choose a website that reflects your brand’s personality and speaks to your target audience.

A website redesign can be a big undertaking, but it can also be a significant asset for your business if you take the time to plan and design.