Before you start
Define the goal (e.g., +30% lead form submits, faster mobile load, expand into a new service area). 'Make it look better' isn't a goal.
Audit current performance: top traffic pages, top converting pages, exit points, lead sources. You'll need this for the SEO migration plan.
Set a measurable conversion target — and a baseline. Without a baseline, you can't tell if the redesign worked.
During the build
Lock scope upfront. Scope creep is the #1 reason redesigns blow past budget and timeline.
Write copy first, design second. Designers should be designing around real headlines and real CTAs, not lorem ipsum.
Prioritize mobile. Most small business traffic is mobile-first now. Build mobile, then scale up to desktop.
Install analytics on day one of staging — not after launch.
Before launch
Build a redirect map for every old URL. Missing redirects kills SEO rankings, sometimes for months.
Test the contact form, every CTA, and every external link.
Run a real mobile speed test (PageSpeed Insights, WebPageTest).
Verify analytics is firing on the new site. Check conversion events.
After launch
Submit the new sitemap to Google Search Console.
Monitor for crawl errors and 404s for the first 30 days.
Compare key metrics weekly against your pre-launch baseline.
Plan a 90-day review to decide what to optimize next.
FAQ
How long should a redesign take?
Most small business redesigns take 4–10 weeks when scope is clear.
Should I change platforms during a redesign?
Only if your current platform is genuinely limiting you. Platform migrations add 3–8 weeks and significant SEO risk.