A website redesign can improve appearance, usability, speed, and accessibility—but it can also hurt search visibility if existing URLs, content, and SEO settings are changed without a plan. SEO should be considered before the redesign begins, not after launch.
Record Current Performance
Before making changes, document important information such as:
- Organic search traffic
- Top-performing pages
- Important search queries
- Current rankings
- Backlinks
- Existing URLs
- Page titles and descriptions
This gives you a baseline for comparing performance after launch.
Keep Valuable URLs When Possible
If a page’s purpose is not changing, keeping the same URL is often best. Changing URLs unnecessarily can create extra migration work and increase the risk of broken links or lost search visibility.
Redirect Changed URLs
If a URL must change, redirect the old address to the most relevant new page. Avoid sending every old page to the homepage. Each redirect should lead visitors and search engines to the closest replacement page.
Preserve Important Content
Do not remove useful content simply because the website is getting a new design.
Before deleting content, consider whether it:
- Receives search traffic
- Answers customer questions
- Has backlinks
- Supports important services
- Provides useful local information
Improving content is usually better than removing valuable information without a reason.
Transfer SEO Settings
Review and preserve important SEO elements such as:
- Page titles
- Meta descriptions
- Headings
- Canonical tags
- Structured data
- Internal links
The redesigned website should keep useful optimization while improving anything outdated or duplicated.
Test Before Launch
Before the new website goes live, check for:
- Broken links
- Missing redirects
- Mobile problems
- Slow pages
- Missing content
- Form issues
- Incorrect SEO settings
- Accessibility problems
Also make sure any development-site restrictions are removed at launch.
Monitor the Website After Launch
After the redesign, continue monitoring traffic, rankings, indexing, broken links, redirects, and conversions. Google Search Console and website analytics can help identify problems early.
Planning a Website Redesign?
Illini Web Solutions can help redesign your website while protecting important content, URLs, search visibility, mobile usability, and accessibility.
Email [email protected] or call 217-854-6260 to discuss your website website redesign.
