Glossary
What is a website redesign?
A website redesign is a project that substantially changes a website’s design, structure or copywriting, and often all three, to match where the company is now, while keeping what already works, such as search rankings and key URLs.
What it usually includes
- New positioning and copywriting for the main pages
- A new visual design and design system
- A revised page structure and navigation
- New or rebuilt case studies and proof
- Sometimes a change of platform, which makes it a migration as well
Why it matters for B2B websites
B2B companies outgrow their sites faster than they notice. A site built for the first customers explains a product that has since changed, for a buyer who is now larger and more careful. Common triggers are a new product line, a move upmarket to enterprise buyers, a funding round, a rebrand, or a sales team saying they avoid sending prospects to the website.
A redesign is also when sites lose search traffic, because URLs, headings and content change all at once. Planning for that is part of the job, not an afterthought.
Redesign vs refresh vs migration
A refresh updates visuals and some copy while keeping structure. A redesign rethinks structure and messaging too. A migration moves the site to a new platform or domain, with or without a new design. Many projects combine a redesign and a migration, which adds risk and needs a redirect plan.
How to protect what works
- Export current pages, rankings and top traffic sources before starting
- Keep URLs that already rank, or 301 redirect them to the matching new page
- Carry over content that earns traffic, even if it is rewritten
- Compare Search Console data before and after launch
How we handle it
Our website redesign work starts from your current site’s data and your sales conversations, then rewrites, redesigns and rebuilds, with a redirect map for every changed URL. Every project starts with a written scope within three business days of the first call.
Last updated 15 November 2026
