A website redesign renews the design, the technology and often the content as well. You can do it without losing your SEO rankings if you get three things right: you know beforehand which pages bring in visitors, you permanently redirect every old address to the matching new page, and you do not change everything at once. This article walks you through the process step by step.
When is a redesign worth it?
A redesign is worth it when your website has a problem that small fixes can no longer solve. Typical signs:
- The site is awkward to use on a smartphone or noticeably slow to load.
- You can only change text or images with outside help.
- The design looks dated and no longer fits your business.
- The technology (plugins, theme, server) is no longer maintained and has become a security risk.
- Visitors cannot find what they are looking for, so they do not call or send an enquiry.
If the site is only outdated in a few places, a revision is often enough. A full relaunch makes sense when structure, design and technology all need renewing together.
What happens to my Google rankings?
Google expects fluctuations when a site moves. Its documentation on site moves says that you should expect rankings to fluctuate temporarily while the move is under way. For a medium-sized website, Google says it can take a few weeks or longer before the new addresses replace the old ones in the search results.
Whether that fluctuation turns into a lasting loss is decided by your preparation. When businesses lose visibility after a redesign, it is usually down to one of four mistakes:
- Old addresses lead nowhere (error 404) instead of being redirected.
- Pages that attracted many visitors are dropped or lose their text.
- The new site is still blocked for search engines because the block from the test phase was left in place.
- Titles, headings and internal links were rewritten without looking at the search terms.
The process in seven steps
1. Take stock
Record which addresses exist and which of them bring in visitors. Your sources are the sitemap, Search Console, your analytics and the content management system. In this list, mark which pages trigger enquiries, which are found well in search and which nobody needs.
2. Set the goal and the structure
What should the new website achieve: enquiries, appointments, job applications? That tells you which pages you need. Less is often more. A clear structure with one page per service works better for search engines and visitors than many thin pages.
3. Carry over and improve the content
Text that ranks well and brings in enquiries should not be rewritten without good reason. Improve it carefully: clearer headings, up-to-date details, answers to the questions customers often ask. New pages are added on top, and existing strong pages stay recognisable in their content.
4. Map and redirect the addresses
This is the most important step for your rankings. For every old address, decide where it will lead in future. Google recommends permanent server-side redirects (301 or 308) for this, no chains of several redirects, and no blanket redirect of many old pages to the home page. Content you are not carrying over may return the status code 404 or 410.
| Old address | New address | Implementation |
|---|---|---|
| /services.html | /services | 301 redirect |
| /team-2019 | /about-us | 301 redirect |
| /summer-offer-2018 | removed | Error 410, no replacement |
5. Test before launch
Check the new site on a non-public test address: loading speed, display on smartphones, forms, legal notice and privacy policy. Test every redirect on your list. Note down where the search engine block sits, because you have to remove it at launch. Google points out that any blocks needed only for the move must be removed afterwards.
6. Go live and notify Google
At launch you swap the pages, switch on the redirects and submit the new sitemap in Search Console. If you are moving to a new domain, you also use the change of address tool in Search Console. If the domain stays the same, you do not need it. Also update your Google Business Profile and the most important listings that link to your website.
7. Monitor and fix
In the first weeks, keep an eye on indexing, errors and impressions in Search Console. If individual pages drop out, check the redirect, the status code and the search engine block first. Keep the redirects in place for as long as possible. Google names at least one year for this.
New domain, new design or both?
Google advises planning changes to a website one after another rather than doing everything at once. For your redesign, that means: if the domain stays the same, only the design, the technology and possibly some addresses change. That is manageable. If you switch domains as well, there are more sources of error and more waiting time. Only do that for a good reason, such as a company name change.
What does a redesign cost?
The cost depends on scope, content and features. A simple company website with a few pages costs considerably less than a portal with a members' area. For an overview of the cost factors, read How much does a website cost?.
At KSTAQ, a redesign starts at €1,999 and covers up to 8 pages, the same as a new company website. It includes moving your existing content, redirecting every old address and a GDPR-compliant build. All packages are listed on the packages and prices page.
Checklist for your redesign
- A list of all existing addresses and their visitor numbers is ready
- Every old address has a target, or deliberately none (404 or 410)
- Titles, headings and descriptions of the most important pages have been checked
- The test address is blocked for search engines, the live site is not
- The new sitemap has been submitted in Search Console
- Forms, phone numbers, legal notice and privacy policy work
- After launch: Search Console checks during the first weeks
Redesigning with KSTAQ
Are you planning a redesign in Dortmund or the wider Ruhr area and want to keep your rankings? The web design page shows how we work. The process page describes every stage from the first conversation to launch. Send us the address of your current website through the contact form, and you will get an honest assessment of whether a redesign or a revision makes more sense for you.
Sources
- Site moves with URL changes, Google Search Central, accessed 2 November 2026
- Redirects and Google Search, Google Search Central, accessed 2 November 2026
- KSTAQ prices: packages and prices page, as of 2 November 2026