Decide what to keep before deciding what to replace
Share the current URL and the business changes behind the redesign. Existing content, recognisable branding, useful images and well-used landing pages may be worth keeping. A visual refresh may be enough; a platform rebuild is a different decision.
Where access is available, use search and enquiry data to identify important pages and routes. Without that evidence, document the assumptions and do not treat a new design as proof of better results.
Protect the route from a search result to the right answer
- Inventory existing URLs, downloads, images and the pages people use to enquire.
- Map retained content into the new structure; keep useful URLs where practical.
- For a necessary URL change, agree a direct permanent redirect to its closest relevant replacement.
- Carry forward appropriate titles, descriptions, internal links and production canonicals.
- Test nested URLs and genuine 404s before launch; check crawling and enquiries afterwards.
Make the quote specific
| Decision | What to establish |
|---|---|
| Content | Which pages are retained, rewritten, merged or newly commissioned; who approves each. |
| Functionality | Forms, booking, payments and integrations to rebuild and acceptance tests for each. |
| Assets | Image rights, reusable brand files and whether new photography or identity work is needed. |
| Platform | Editing needs, access, hosting, licences and maintenance after handover. |
| Launch | Redirect ownership, backups, cutover responsibilities and post-launch checks. |
A real example: SM Recovery 24/7
The existing case study describes a mobile-focused rebuild for a recovery business, with clearer service and coverage information and prominent telephone and WhatsApp actions. It is a useful example of organising a website around an urgent customer need, rather than changing its appearance alone.