A client recently referred us to a friend whose business had been declining since the redesign of his website. Ironically, the following months after the relaunch, the organic traffic picked up, but conversions and revenue went down.
After a closer look, we found the issue: some of the pages that previously drove qualified leads were completely missing on the new website.
Probably the redesign team assumed that everything old was wrong and deleted it.
The golden rule before redesigning a website is to do your research.
Spend 1–2 hours understanding:
– How users flow through the current site
– Which landing pages generate the most leads
– What content actually converts
Like/dislike a website design is subjective, but the numbers don’t lie.
Do the research. Keep and improve what works.
A good website redesign doesn’t erase the past. It builds on it.
