01Diagnose before replacing
Begin with customer tasks and the current site’s strengths. Review enquiries, mobile navigation, page content and editing difficulties. A single broken form, oversized image or confusing menu does not automatically justify a rebuild. Compare a targeted repair, a content and layout redesign, and a platform replacement against the same business objective.
Useful evidence includes actual customer questions, page-level search data and examples of tasks staff cannot complete reliably. An unsupported preference for a newer framework is not a business case. Keep the work focused on problems the project can meaningfully improve.
02Protect content and search continuity
Create a URL inventory before changing navigation or permalinks. Mark each page to retain, improve, combine or retire. For changed pages, choose an equivalent destination and plan a permanent redirect. Keep useful URLs where practical and preserve query or document links that customers still use.
Record titles, descriptions, structured data, important downloads and internal links. A launch should not accidentally remove indexable pages, publish a staging canonical or leave a production site noindex. Google’s site-move guidance explains the search-side considerations.
03Review the proposed experience
Agree the page hierarchy and content before polishing every screen. Test representative journeys such as finding a service, comparing products or submitting an enquiry. Review mobile layouts, visible keyboard focus and meaningful form errors. A useful review includes the actual content rather than empty boxes labelled for later copy.
The proposal should distinguish migrated material, rewritten material and content the business must supply. Identify who approves client logos, photography, testimonials and legal information before launch.
