Website redesign checklist: 12 things to do before you start

Short answer: before you redesign, define what the new site must achieve, measure how the current one performs, list every page and URL, and plan redirects for anything that changes. Skipping these steps is how redesigns end up prettier but bringing in fewer leads and less traffic.

This is the checklist I run before every redesign project.

Strategy

✓ 1. Write down the goal. More leads, higher prices, a new audience, faster editing? Pick one or two. A redesign without a goal becomes a debate about colors.

✓ 2. Define your ideal client. Who should the new site convince, and what do they need to see before they contact you?

✓ 3. Look at competitors. List 3 to 5 competitors and note what they explain better than you do, not just what looks better.

Data

✓ 4. Record your baseline. Save the last 12 months of traffic, leads and conversion rate. Without it, you can't prove the redesign worked.

✓ 5. Find your best pages. In Google Search Console, export the pages and queries that bring clicks. These pages must keep their URL or get a redirect.

✓ 6. Check speed and errors. Run PageSpeed Insights on key pages and note broken links and 404 errors.

Content

✓ 7. Inventory every page. List every URL with one decision each: keep, rewrite, merge or delete.

✓ 8. Fix the message first. Rewrite your homepage headline and service descriptions before design starts. Design should support the message, not decide it.

✓ 9. Collect proof. Case studies, testimonials, client logos, numbers and photos. Proof converts better than any visual trick.

SEO and launch

✓ 10. Map your redirects. Every old URL that changes needs a 301 redirect to the closest new page. Keep them in place for at least a year.

✓ 11. Plan structured data and metadata. Titles, descriptions, headings and JSON-LD for every new page.

✓ 12. Plan launch week. Test forms, check redirects, submit the sitemap and watch Search Console for errors daily for two weeks.

Should you redesign or just fix what you have?

Not every site needs a full redesign. If the design still fits your brand but leads are low, the problem is often the message, the structure or speed, and those can be fixed faster. A website audit tells you which it is before you spend money. If you do need a new site, see website redesign.

Frequently asked questions

How often should a business redesign its website?

Most businesses redesign every 3 to 5 years, but timing should follow need, not the calendar. Redesign when your offer or audience has changed, the site no longer converts, or it is hard to update. Otherwise, targeted improvements are usually cheaper and faster.

Will a redesign hurt my SEO?

It can if URLs change without redirects, content is removed, or metadata and headings are lost. Keep URLs that rank, add 301 redirects for everything that changes, carry over titles and descriptions, and watch Search Console after launch.

How long does a website redesign take?

A redesign of a 5-page website typically takes 3 to 5 weeks. Larger sites with many pages, a blog migration or new copywriting take longer. Having content and feedback ready is the best way to keep the timeline short.

How much does a website redesign cost?

A professional redesign of a small business site usually costs $3,000 to $10,000, depending on page count, content work and migration. My Framer website redesigns start at $3,500 for up to 5 pages.

Planning a redesign?

Book a free call. I'll look at your current site and tell you honestly whether you need a redesign or a few fixes. Book a free 30-minute call or see website redesign.