Decide what to keep, improve, and rebuild.
A redesign should solve a customer or business problem, not simply replace a visual style. Use this checklist to separate focused improvements from changes that need a larger plan.
Start with evidence
List the pages that attract qualified visitors, the actions people take, and the questions your team answers repeatedly. Review mobile usability, page speed, form completion, and any search queries that already bring the right audience. Keep effective content and URLs in the plan instead of discarding them because they look old.
Map the new experience
Identify who each priority page serves, what it needs to explain, and the next step a visitor should take. Confirm which services, locations, proof points, and contact routes are current. A clear information architecture matters as much as the visual design.
Protect search equity at launch
Inventory existing URLs and decide which will remain, change, or disappear. Where a URL changes, plan a relevant redirect. Check titles, descriptions, headings, image alternatives, canonical URLs, internal links, and the sitemap on the new site before publishing.
Test the work after launch
Check forms, phone links, navigation, accessibility, mobile layouts, analytics, and important search pages in the live environment. Compare useful inquiries and engagement against a prelaunch baseline, then prioritize fixes based on actual visitor behavior.