Visitor numbers drop after relaunch
Common causes include missing redirects, changed URLs, lost content, accidental noindex settings or missing metadata.
Services · Web design
Website relaunch
A website relaunch without a plan costs rankings and peace of mind. I work with a URL inventory, redirects and a checklist so a new site does not become an invisible one.
- Duration
- 4–10 weeks
- Focus
- Protect rankings & traffic
- Core
- URL mapping & 301 redirects
- Aftercare
- Search Console monitoring
A relaunch is a migration, not just a fresh coat of paint.
Your old site has content ranking on Google, linked pages and visitors' bookmarks. Losing these during a relaunch means starting from zero despite a better design.
I begin every relaunch with an inventory: which URLs exist, which bring traffic and which content is worth keeping? Only then do I create the new structure and redirect plan.
Does this sound familiar?
Old design and technology hold you back
Outdated themes, slow loading and confusing navigation cost enquiries. A relaunch should solve this while preserving existing strengths.
Nobody knows everything the site contains
Pages, PDFs and forms accumulate over years. Moving without an inventory is risky.
What a careful relaunch includes
URL inventory
Crawl the existing site and compare traffic data: which pages matter and which can go?
New structure
A clear architecture for users and search engines, mapping old content to new.
Redirect table
301 redirects from each relevant old URL to the appropriate new page.
Content migration
Transfer, improve and add content, including titles, descriptions and images.
Technical handover
HTTPS, XML sitemap, robots.txt, Search Console and tracking checked before switching.
Follow-up monitoring
Check indexing, 404 errors and rankings in the weeks after launch.
What matters during a relaunch
301 redirects
A 301 redirect tells search engines a page has moved permanently and passes on much of its existing signals. Each old URL with traffic or backlinks receives a suitable destination, not a blanket redirect to the homepage.
Keep content that performs
I update content that ranks or generates enquiries carefully rather than replacing it outright. Weak or duplicate content is consolidated or removed.
A staging site without indexing
The new site is built in a protected staging environment that search engines cannot index. This protection is deliberately removed at launch; forgetting it is a classic ranking problem.
Tracking and privacy
I set up Search Console and, if requested, privacy-conscious tracking so you can see what changes after launch without cookie confusion.
Realistic expectations
Short-term fluctuations after relaunch are normal as Google reassesses pages. Careful migration usually limits them. I offer a transparent process, not ranking guarantees.
The relaunch process
-
Crawl & inventory 1 week
Record all URLs, compare traffic and rankings, and set priorities.
-
Structure & design 2–3 weeks
Develop the new architecture and design and map old pages to new.
-
Redirects & content 2–4 weeks
Create the redirect table, migrate content and maintain metadata.
-
Launch checks 2–3 days
Review redirects, indexing, sitemap, tracking and performance.
-
Follow-up 4 weeks
Monitor Search Console, fix 404 errors and make adjustments.
When a relaunch is worthwhile
A good fit if
- Your site generates organic traffic or enquiries you want to protect.
- The current design, technology or editing process holds your business back.
- You want to deliberately reorganise structure and content.
Probably not a fit if
- The site is new and has no rankings; a standard new website project is enough.
- You only want to change individual pages; a targeted update may suffice.
Website relaunch questions
A comprehensive redesign of an existing website, usually involving new design, technology and structure. Unlike a new build, it must account for existing URLs and rankings.
Not necessarily. A URL inventory, appropriate 301 redirects and reviewed content limit losses. Short-term fluctuations are normal.
Usually 4 to 10 weeks depending on site size, content and feedback. The initial URL inventory helps avoid delays.
Costs depend on pages, features and content work. After an introductory call and initial review, you receive a fixed-price proposal. The price calculator provides a guide.
Yes, for example from a website builder to WordPress. Redirect planning is especially important because URL structures often change.
No. Good content stays; weak content is improved. We decide using data and goals.
Why es.design
01
Custom-built, never off the shelf
Every website is built for your business and your people – no themes, no templates, no 08/15. Powered by Storyblok, Vercel and Supabase.
02
100% personal
One contact for strategy, design and build – no account-manager ping-pong.
03
Fixed price, clear scope
You know what you get and what it costs before we start.
04
Local, digital everywhere
Studio in the Odenwald, projects across the region and beyond.
Ready for a first-class web project?
Free 30-minute intro call – no pitch deck, no obligation.
Book an intro call