Redesign — keep what works, rebuild what doesn’t.
Editorial-print system, custom Gutenberg theme, ranking-first layout. Migration mapped 301-by-301 so you keep the domain authority you’ve built. We don’t gut a site that has equity — we rebuild around it.
Six things a redesign should solve. And one it shouldn’t.
Redesign isn’t ”make it look prettier.“ It’s six specific problems that compound on aging sites. Plus one thing redesigns are bad at solving (which we’ll tell you up front).
Old themes, dead plugins, bloated builders.
Most 3+ year-old WordPress sites are running 25–40 plugins, half unused. Page builders are stacked three deep. Hero images are 4MB. Custom theme strips it all out — and your LCP drops from 6s to under 2.
No sticky CTA. No click-to-call. No multi-step form.
Conversion has changed since your site was built. Sticky mobile bars, multi-step forms with progress, GA4 instrumented click-to-call — these weren’t standard 3 years ago. They are now.
Your business evolved. Your site didn’t.
The services you sell today aren’t what you sold when this site shipped. Your audience changed. Your prices changed. The site is showing the wrong business to anyone who lands on it.
Google indexes the mobile version. Yours is bad.
Old sites were built desktop-first with mobile as an afterthought. Google’s mobile-first indexing means the mobile version is now the canonical version. If your mobile site is bad, your SEO is bad.
Rich-result eligibility you’re missing.
FAQPage, LocalBusiness, Service, Review schema — all unlock SERP rich results (expandable answers, star ratings, business info cards). Most old sites emit zero structured data. Free CTR lift, never claimed.
WCAG 2.1 AA is the new minimum.
ADA lawsuits against small business websites tripled between 2018 and 2024. Healthcare, legal, government, education clients face real legal exposure. Built-in a11y is a defense.
Redesign vs. theme swap vs. do nothing.
Three options when your existing site is underperforming. Compare what each actually fixes.
| What you get | Theme swap (DIY) | Our $2K Redesign | Do nothing |
|---|---|---|---|
| Visual refresh | ✓ | ✓ | ✗ |
| 301 redirect mapping | ✗ Usually breaks URLs | ✓ Page-by-page | N/A |
| SEO equity preserved | Often lost | ✓ Preserved | ✓ Preserved (stale) |
| Conversion mechanics added | ✗ | ✓ | ✗ |
| Core Web Vitals fixed | ✗ Usually worse | ✓ “Good” required | ✗ Getting worse |
| Schema markup added | ✗ | ✓ | ✗ |
| WCAG 2.1 AA baseline | ✗ | ✓ | ✗ |
| Cost | $0–$100 | $2,000+ | $0 |
| Risk | Broken URLs, lost rankings | Low | Opportunity cost compounds |
Deliverables in 10 days.
Redesign is shorter than Authority Site because we’re working with what exists — keeping content, restructuring structure. Less greenfield, more surgical.
Every Redesign ships
- Migration audit · Day 1 — what to keep, kill, rewrite
- 301 redirect map · Every old URL accounted for
- Custom WordPress theme · FSE, no page-builder bloat
- Conversion mechanics installed · Sticky CTAs, multi-step form
- Core Web Vitals ”Good” · LCP, CLS, INP cleared
- Schema markup added · Where applicable
- WCAG 2.1 AA baseline · Standard practice
- GSC re-submission · Sitemap + URL inspection
Plus the things most agencies skip
- Rank-tracking baseline · Captured pre-launch + post-launch
- Plugin audit + cleanup · 25+ → ~8 plugins typically
- Image optimization sweep · WebP, lazy-loaded, sized
- Internal-link graph fix · Orphan recovery + cluster strengthening
- Pre-launch staging URL · Daily during build
- 30-day post-launch review · Real analytics, not vanity
- Full source handoff · No platform lock
What Tampa redesigns typically produce.
Drawn from the typical redesign methodology — composite findings, not specific clients. Real engagements vary.
Performance
LCP drops from 6.2s to 1.4s by stripping page builders.
Existing site: Elementor + WP Bakery stacked + 18 plugins. Custom theme + only the plugins you actually use = 70% LCP improvement, typically.
Conversion
Form-fill rate doubles via mobile-first conversion mechanics.
Adding sticky mobile CTA, click-to-call header, multi-step form with progress, and dedicated landing-page templates = 2× form-fill rate on same traffic.
Migration safety
Zero ranking loss with proper 301 mapping.
Page-by-page redirect map preserves every URL’s equity. Rankings hold through migration; some pages even improve due to better internal linking.
Surgical, not scorched earth.
Redesign methodology is different from a greenfield build: we have to respect what’s there before we replace it. The first 2 days are entirely about understanding before touching.
Tools we use
- Screaming Frog · Full crawl of existing site
- Ahrefs / SEMrush · Current ranking baseline + backlink profile
- Google Search Console · URL inspection + index status
- Wayback Machine · Historical context where useful
- Lighthouse · Per-page CWV baseline
Senior judgment
- What to keep · URLs with rankings, links, traffic
- What to kill · Pages that compete or dilute
- What to rewrite · Pages with intent mismatch
- 301 mapping decisions · One human, every URL
- Risk gating · We won’t ship if migration risk is high
Four phases. 10 calendar days.
Longer than Authority Site (14 vs 10) because we have to understand what exists before we replace it.
Migration audit
Full crawl, ranking baseline, 301 plan. Decide what to keep / kill / rewrite. You sign off.
Theme + structure
Custom theme built. Page architecture set. Pre-launch staging URL live by day 4.
Migration + rewrite
Content migrated with edits. New pages drafted where needed. Schema added. Conversion mechanics installed.
Cut-over + monitor
DNS cut-over with 301s in place. GSC re-submission. URL inspection. Post-launch monitoring window active.
Three ways to compound the lift.
Redesign establishes a healthy baseline. What you do next determines whether the lift compounds or plateaus.
Lock in the gains with maintenance + monitoring.
Monthly performance check, security updates, content edits, monthly call with GA4 + GSC review. Three tiers, month-to-month, cancel anytime.
Layer long-tail on top.
Once the site is healthy, programmatic SEO ($1,500) adds 50–150 long-tail pages on the new foundation. Compounds the redesign’s structural wins.
Outgrow the redesign? Upgrade.
If 12 months in you’ve outgrown what redesign delivered, an Authority Site ($3K) is the next step. Redesign cost can be credited at our discretion.
$2,000+ fixed. 10 days.
Standard redesign starts at $2,000 fixed price. Sites with deep migration complexity (multilingual, custom post types, e-commerce catalogs, 1,000+ pages) are individually scoped.
Fixed price · 10-day delivery · Migration audit included
- Migration audit + 301 plan
- Custom WordPress theme (FSE)
- Conversion mechanics installed
- Core Web Vitals ”Good”
- Schema markup
- WCAG 2.1 AA baseline
- Plugin cleanup
- Image optimization sweep
- Internal-link graph fix
- GSC re-submission
- 30-day post-launch review
- Full source handoff
Seven questions about redesign.
What we hear most when prospects are deciding between redesign and rebuild.
Redesign vs. Authority Site rebuild — which do I need?
Choose Redesign if: your current site has 12+ months of domain authority, real backlinks, and indexed rankings worth preserving. You want to keep equity, fix mechanics.
Choose Authority Site if: your current site is <6 months old, very small (<5 pages), or has lost rankings due to penalties/spam. Better to start fresh.
If you’re unsure, the $500 SEO Audit tells you which is right. Refundable against either engagement.
Will I lose rankings during the redesign?
Properly: no. We map every old URL to a new URL via 301 redirects. Google passes equity through 301s; rankings hold typically within 14 days of cut-over.
Improperly (most agencies, theme swaps): yes, sometimes catastrophically. URLs change without redirects; Google sees 404s; rankings drop. We’ve cleaned up sites where this happened.
Our 301 map is reviewed by a senior before cut-over. We don’t ship if migration risk is high.
Will my page count change?
Often: yes, by design. Most existing sites have orphan pages, cannibalization, or intent mismatches. Redesign consolidates, prunes, and clarifies.
Typical: a 40-page site becomes a 32-page site (with the 8 cut pages 301’d to the most relevant remaining page). Rankings improve because Google sees clearer topical signals.
Do you only redesign WordPress sites?
Yes — primarily. Custom-WordPress-to-WordPress is our deepest expertise. We will not migrate FROM WordPress TO Shopify (referred to specialists).
Migrating TO WordPress from Wix, Squarespace, or custom CMS is in-scope but adds 2–3 days due to platform translation. Same fixed price; longer timeline.
Will my existing copy be rewritten?
Partially. We don’t auto-rewrite every page (that’s an Authority Site). We rewrite pages where the audit found intent mismatch, cannibalization, or thin content. Roughly 30–50% of pages typically get content edits.
If you want every page rewritten, that’s an Authority Site engagement, not a redesign. Different scope, different price.
Will my site go down during the cut-over?
Near-zero downtime, by design. Cut-over typically happens at low-traffic hours (3–5 AM local). DNS propagation can cause some users to see the old site for up to 2 hours, but neither version is ”down.“
If your site is on shared hosting with slow DNS propagation, we can stage longer. Tell us in the kickoff.
What happens day 11?
30-day post-launch monitoring window starts. We watch GSC for crawl errors, URL inspection issues, ranking shifts. Any 301s that aren’t firing get fixed immediately at no charge.
Day 41: post-launch review meeting (free, included). We look at GA4 + GSC together, decide if any follow-up is needed.
Redesign is the surgical option — for sites with equity worth preserving and gaps worth fixing.
Three fields. Migration plan in your inbox within one business day.
We’ll reply with whether redesign or full Authority Site is the right fit, a fixed-price scope, and a kickoff date.