Website Redesign
Redesign the Site, Keep the Rankings
Most companies put off a redesign for years because they're afraid of what a rebuild does to search — and they're right to be. We map every URL before anything is designed, so the new site launches with the authority the old one earned.
100% U.S.-based team No outsourcing $13M+ in client revenue growth No contracts
The Site Is Describing a Company You Stopped Being
Sites don't become wrong all at once. They drift. You added a service line and squeezed it into the existing nav. Your best customers started looking different from the ones in the case studies. The positioning sharpened in every sales conversation and never made it back to the homepage. Nothing on the site is a lie, exactly. It's just three years behind the business.
That gap costs you in a place you can't measure directly. A buyer who's already met you, already liked the call, goes to check the site before forwarding it to the person who signs. What they find is a company that looks smaller and less current than the one they just spoke to. It doesn't kill the deal. It removes a little momentum from it, quietly, in every deal, forever.
And here's the part that keeps companies stuck: the reason nobody fixes it is fear, and the fear is legitimate. Everyone has heard the story about the rebuild that cost a company half its organic traffic overnight. So the redesign gets deferred another quarter, and another, and the drift compounds while the risk stays exactly where it was.
The risk is real. It's also entirely manageable — it's a mapping problem, not a mystery, and it gets solved before the first design comp.
Our Approach
The Redesign Is a Search Project With a Design Phase
Most redesigns go wrong because the design agency and the SEO agency are different companies with different deadlines, and URL structure gets decided by whoever gets there first. Here it's one team, and search architecture is settled in week one — before a single page is designed.
A meaningful share of the sites we audit don't need a rebuild. They need messaging, speed, and conversion paths fixed on the foundation that's already there. That's a much smaller point spend and a much faster result, and we'll tell you when it's the right call even though the bigger project pays us more.
Strategy, design, development, and the redirect work all happen here. Nothing gets handed to a shop that doesn't know what the old URLs were for.
Crawl comparison between old and new, redirect validation at scale, and post-launch monitoring that flags a ranking drop within days rather than at the next monthly report.
What's Included
Everything Between the Decision and a Safe Launch
We audit what's working structurally, what's earning organic traffic, and what's actually broken. The output is a straight recommendation with the reasoning attached — including, sometimes, "don't rebuild this."
Every existing URL is inventoried, ranked by the traffic and authority it carries, and mapped to its destination on the new site. Pages that earn nothing get consolidated rather than recreated. This document exists before design begins, and it's the single artifact that determines whether the launch goes well.
One-to-one 301s where a page has a successor, considered consolidation where it doesn't, and no chains — a redirect pointing at a redirect leaks authority every hop. We test the full map on staging before launch, not after.
Most sites carry years of pages nobody has read since publication. We keep what earns, merge what overlaps, retire what's dead, and rewrite what's drifted. A smaller site of pages that all pull their weight outranks a large one that doesn't.
New structure built around the decision your buyer is making, with the same performance engineering as any build we do. See the web design pillar for how that work is run.
Launch is a checklist, not an event — analytics verified, search console watched, redirects spot-tested, crawl errors monitored daily for the first two weeks and weekly for ninety days. If something moves, we see it while it's still fixable.
What Your Points Buy
Redesign Work, Priced in Points
Website Performance Audit — 6 points.
The refresh-vs-rebuild assessment, URL inventory, and prioritized findings. Most redesigns start here.
Multi-Page Website Build — 40 points.
The rebuild itself, typically run as a project across two months of your balance.
Site Maintenance & Performance — 4 points/month.
Post-launch monitoring and small changes.
If the assessment says refresh rather than rebuild, the work is scoped as targeted page builds and optimization instead — considerably less than 40 points, and we'd rather tell you that than sell you the bigger number.
Reallocate them next month if your priorities change.
How It Works
Ten Weeks, and Ninety Days of Watching
Audit & URL Map — weeks one and two
Technical, content, and search review. Every URL inventoried and mapped. You get the recommendation and the map in writing, and it's yours regardless of what you do next.
Design, Build & QA — weeks three through eight
Structure, then design, then build, with review gates you control. The redirect map is implemented and tested on staging in parallel, not at the end.
Launch & Monitor — week nine onward
Cutover, then ninety days of active monitoring. Conversion improvements usually show inside the first 30 days. Organic typically dips slightly for two to four weeks as the index catches up, then recovers and climbs — that dip is normal, expected, and we'll show you the shape of it before launch so it isn't alarming when it happens.
If the platform itself is the problem rather than the design, that's a CMS migration — related project, different work.
Proof
Results We Can Point At
" DMS transformed our online presence and tripled our leads within six months. "
Mateo Tinajero
CEO, Tinajero Studios 3D
Is This a Fit?
Who This Is Built For
This is built for you if:
- The site is two or more years behind where the business actually is
- You've delayed a redesign specifically because you're worried about search
- You have organic traffic worth protecting
- You want one team accountable for both the design and the rankings
This isn't the right fit if:
- You want a visual refresh and don't care what happens to traffic
- You have no analytics or search console history to work from
- Nobody internally can make a decision about content that's being retired
- You need it live in three weeks
Common Questions
What Companies Ask Before a Rebuild
Will a redesign hurt our rankings?
It can, and that is the whole reason this page exists. Done without a URL map, a rebuild can cost a meaningful share of organic traffic and take months to recover. Done properly, you should expect a small dip for two to four weeks while the index catches up, then recovery and usually improvement — because a well-structured new site outperforms the old one it replaced.
Do we need a full rebuild or just a refresh?
Often just a refresh. If the foundation is sound and the real problems are messaging, speed, and conversion paths, that's targeted work at a fraction of the points. The audit answers this, and it's free.
How long does a redesign take?
Eight to ten weeks for a standard multi-page site, from kickoff to launch, plus ninety days of monitoring. Larger sites and complex integrations take longer, and we'll give you a real date on the audit call rather than an optimistic one.
What happens to our old content?
It gets triaged. Pages that earn traffic are preserved and improved, overlapping pages get consolidated into stronger single pages, and dead pages are retired with redirects to the nearest relevant destination. You approve the list before anything is removed.
Can we launch in phases?
Yes, and for large sites it's often safer — section by section, with redirects handled per phase. It takes longer overall and reduces the risk of a single bad launch day. We'll recommend it when the site is big enough to warrant it.
Who owns everything when we are done?
You do. Code, content, domain, analytics, and the URL map itself. No hostage hosting, no proprietary CMS.
Stop Deferring It Another Quarter
The audit is free, takes 30 minutes, and ends with a straight answer on whether you need a rebuild or a refresh — plus the URL inventory either way. Some people take it and do the work themselves. That's fine.
Veterans: 40% off all services through December 31, 2026. Mention you served — no code needed.