A redesign can improve the experience and still lose search traffic if existing pages and URLs are handled carelessly. Use this checklist to avoid that. It is organised in the order the work happens, so you can hand each section to whoever is responsible.

Before you start: build a baseline

List every page on the current site, then record which ones bring traffic and enquiries. Export your search data from Google Search Console and your behaviour data from analytics. Take note of the top landing pages, the queries that bring people in and the pages that lead to a form submission or call. This becomes the baseline for comparison, and without it you will not know whether the new site is better or worse.

It also helps to run a quick SEO audit first, so you know what is already working and what is holding the site back.

Decide what to keep, merge or retire

Not every page deserves to survive. Keep pages that earn traffic or support sales, improve those that are weak but relevant and retire those that are outdated or duplicate. Where you remove a page, decide which remaining page is the closest match so visitors and search engines can be sent there.

During the build: keep URLs and metadata under control

Where possible, keep existing URLs. When they must change, create a map from old address to new and set up permanent (301) redirects for each one. Carry over page titles and descriptions for pages that perform well, and improve them only deliberately. Google explains how titles are used in its guide to title links. Keep headings clear, alt text on images and internal links between related pages.

Build and test on a staging or unpublished version, and block it from search so it is not indexed by accident. If you are also changing platform, read our WordPress to Framer migration checklist.

Improve conversions at the same time

A redesign is the best moment to fix the path to enquiry. Make sure each key page has one clear call to action, forms are short and work on a phone, and proof such as case studies or testimonials sits close to the point of decision. Check speed too: large images and heavy scripts undo a good design. Google's Core Web Vitals guidance is a useful benchmark, and you can test with PageSpeed Insights.

Test before you launch

Click through every key journey on a phone and a laptop. Submit every form and confirm the message arrives. Check that analytics events fire, that cookie notices work and that no staging links remain. Review the redirect map by testing a sample of old URLs. Allow time for fixes, which is a common reason projects run later than planned, as covered in how long a redesign takes.

After launch: monitor closely

Submit your sitemap, check that important pages are indexed and review errors in Search Console. Watch impressions, clicks and enquiry numbers closely for the first few weeks. Some movement is normal while search engines reprocess the site, but a sharp drop on specific pages usually points to a redirect or content issue you can fix.

Launch day checks

• Redirects work as planned

• Forms send to the right inbox

• Analytics is recording

• Sitemap is submitted

• The site is no longer blocked from search engines