Website Redesign
Redesign the site. Keep the rankings.
What is a website redesign? It's rebuilding your site's design, structure, and often platform — while protecting the search equity and conversion paths you already earned. The most expensive redesign mistake isn't ugly design; it's launching a beautiful site that silently deletes the URLs Google trusted. We treat every redesign as a migration first.
How we protect what you built
URL & ranking audit
Every existing URL is inventoried with its traffic and rankings before a single pixel changes.
Deliberate redirect map
Kept, merged, or 301'd — every address is a decision, not an accident.
Content migration
The pages earning search traffic move over improved, not deleted.
Relaunch upgrades
Speed, structured data, internal linking, and bilingual structure built into the new foundation.
Before launch, you review the finished redesign on a private preview with a guided tour, flag anything in context, and approve the exact version that goes live. After launch, maintenance and SEO plans keep it compounding.
What gets kept, and what gets rebuilt
"Redesign" hides an important question: how much of the existing site survives? Being explicit about it up front is what stops a rebuild from quietly deleting the parts that were working.
Kept and carried over
- — URLs that earn traffic, unchanged wherever possible. An address that ranks is an asset, not a design decision.
- — Content with search history — moved across and improved, never dropped because it didn't fit a new template.
- — Backlink targets. Any page other sites link to either keeps its URL or gets a direct 301 — never a chain, never the homepage.
- — Conversion paths that already work, even if they're ugly. We measure before replacing them.
Rebuilt
- — The front-end, for speed and Core Web Vitals — usually the single biggest measurable gain.
- — Information architecture, so each search intent has exactly one page that owns it.
- — Structured data and metadata, generally absent or wrong on the outgoing site.
- — Anything genuinely thin. Some pages should be merged or retired — that's a deliberate decision with a redirect, not a deletion.
What a redesign costs
A properly executed redesign generally tracks the same 2026 Canadian ranges as a new build — roughly $3,000–$10,000 for a small-business site and $8,000–$25,000 for a fully custom one — because doing it right means re-examining structure, content and technical foundation rather than repainting the old site. Those are market observations, not quotes: every project gets a written scope with a fixed price before you commit, described asynchronously with no mandatory sales call. The full breakdown is in the Canadian website cost guide.
Proof, not promises
Zero organic clicks to page 1 in 8 weeks — measured.
On the TravelDesign By Lisa platform, a client rebuild, roughly 2,300 technical defects were cleared across 834 URLs in three languages. Measured afterwards: page-1 positions from a standing start, 9-minute average sessions, CLS 0.00 and Best Practices 100 (Chrome Lighthouse, mobile, August 2026). Every figure is sourced and dated in the case study.
Read the case study →If your current site isn't ranking and you're not yet sure a rebuild is the fix, start with the diagnosis instead: why isn't my website ranking on Google? walks the nine checks in order. Sometimes the answer is a redirect map, not a redesign.
Redesign questions
What is a website redesign?
A website redesign rebuilds an existing site's design, structure, and often its platform — while protecting what already works: rankings, traffic, and conversion paths. Done right it's a migration, not just a repaint; done wrong it's how businesses lose years of SEO in one launch.
Will a redesign hurt my SEO?
Only if it's done carelessly. Rankings are attached to URLs, content, internal links, and site structure. Our redesigns map every existing URL, preserve or 301 each one deliberately, carry over the content that earns traffic, and re-launch with structured data and performance improvements — so the redesign typically helps rankings instead of erasing them.
How much does a website redesign cost?
Redesigns are quoted in writing from your intake — scope depends on page count, platform, and how much content moves. Typical Canadian market ranges for a professional redesign run from a few thousand dollars to $25,000+; see our website cost guide for honest ranges. You get a fixed written price before committing, never a surprise invoice.
How long does a redesign take?
It depends on scope — but you'll see the plan before you pay, and you review the new site on a private preview with a guided tour before anything goes live. Nothing launches without your approval on the exact version you reviewed.
Can you redesign a site you didn't build?
Yes — most redesigns start from someone else's build. We work from an audit of what exists: what ranks, what converts, what's broken, and what the new site must keep.