For businesses with something already built online that no longer copes: either because its standard sits below the business you run today, or because technically it can no longer move.
Who it suits
Outgrown standard
What people find online looks below the standard of the business you run now.
Stuck technology
The technology underneath no longer allows change. Every modification costs more than the last one.
Invisible losses
Performance or accessibility sit below anything reasonable, and you lose customers you never see leaving.
An informed decision
You want an honest audit before deciding: full rebuild, selective refactor, or holding on a while longer.
What the project includes (after the audit)
Plan and migration
- A plan for selective rebuilding: what we keep, what we rebuild, what we remove
- A content migration strategy: URL structure preserved wherever possible
- A 301 redirect plan: no loss of ranking
- A transition calendar, with the smallest possible window of downtime, ideally none
Rebuild
- Visual identity: refreshed or kept, as the case requires
- A design system of your own: rebuilt coherently, never patched
- A modern stack, chosen for performance and maintenance
- Content migration: automated where possible, by hand where judgement is needed
- Performance and accessibility raised to a verifiable standard (Lighthouse 95+)
- Complete technical SEO: meta tags, OpenGraph, JSON-LD, sitemap, robots
Launch
- Deployment on fast infrastructure, under our control or on yours
- A controlled DNS switch, with a rollback plan if anything goes wrong
- End-to-end checks on real devices
- Close monitoring through the first week after launch
Continuity
- A retrospective audit at month six, included in the project
- Technical maintenance and security updates
- Uptime and performance monitoring
- Support for incremental development
Migration without losing your ranking
The biggest risk in a redesign is not how it looks. It is how much organic traffic you lose in the first weeks after launch. A redesign without a migration strategy can wipe out a large part of that traffic, because the old URLs and the authority they carry disappear. This is how we work:
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Pre-launch snapshot
Before we touch a line of code we export the full list of indexed URLs (Search Console plus a complete crawl), current rankings on top queries, the pages carrying the most external backlinks, and the internal linking structure. That is the baseline the real impact is measured against.
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The 301 strategy
Good URLs stay as they are. We keep the structure wherever we can. URLs that have to change get one-to-one 301 redirects, never a mass redirect to the home page, which is the single most common cause of lost ranking. The mapping is reviewed before the switch.
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A controlled switch
DNS is switched in the lowest-traffic window, with a rollback plan if errors appear in the first hour. The new sitemap goes to Search Console and Bing Webmaster Tools immediately after launch.
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Four weeks of monitoring
We compare rankings against the baseline every week, spot the individual losses and act surgically: re-titling, internal link adjustments, schema fixes. If any ranking loss is attributable to the migration, correcting it is part of the project, not an extra.
How it runs
The total time depends on scope and on how complex the existing structure is. The factors that move it most:
Volume of content
How much already exists and has to be migrated.
Complexity of integrations
Whatever is live at the time of the redesign: payments, CRM, forms, authentication.
Quality of the technical base
Sometimes migrating is faster than rebuilding; sometimes it is the other way round.
Continuity constraints
If the business depends on the site every day, we work on staging with a controlled switch.
As a reference point, the audit usually takes 1 to 2 weeks and the rebuild 6 to 16, depending on how much we migrate. The exact window settles after the audit.
What is not included
To hold the standard, some areas we hand to specialised partners:
Specific questions
Will my URL structure change, and what does that do to my ranking?
As far as possible, it will not. The standard strategy is to keep existing URLs, with 301 redirects on the ones that have to change. Before launch you get an export of current rankings; after launch we monitor against it for at least four weeks.
Can I do a visual redesign only, without touching the technical side?
Yes, but it is rarely our recommendation. In most cases the deteriorated technical base is the reason the whole thing looks dated. A purely cosmetic rebuild hides the problem instead of solving it. The audit answers that question concretely for your case.
What technical stack do you rebuild on?
Astro, TypeScript and Tailwind, with a design system of our own, chosen for performance and for maintenance over years. Hosting infrastructure stays under our control. If there are specific constraints, an integration with an existing system for instance, the stack is calibrated after the brief.