Step 1, Audit what's working now
Before changing anything, identify your top traffic pages, top-converting pages and best keywords. These are assets to protect, not throw away. Export them from Google Analytics and Search Console.
Step 2, Map every URL
List every live URL. Each one that has rankings or inbound links needs a 301 redirect to its replacement on the new site. This single step prevents most redesign traffic losses.
Step 3, Define the goal and the structure
Agree the single main conversion goal, then plan the page structure (sitemap) and navigation around it. Keep the paths to enquiry short and obvious.
Step 4, Sequence content, design, build, test
Write content first (it drives design), then design, then build, then test on mobile and desktop. Launch with redirects in place and submit the new sitemap to Google immediately.
Frequently asked questions
How do I keep my rankings during a redesign?
Map every old URL to its new equivalent, implement 301 redirects before launch, preserve your best content and meta data, and submit the new sitemap to Google straight away.
Should I redesign or start from scratch?
If your current site is on a platform that can't grow, start fresh with redirects. If it's structurally sound but dated, a targeted redesign preserving good pages is cheaper and safer.
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