Website redesign: decide what to keep before changing the design

Start with one customer journey

Choose a typical visitor and walk through the current site on a phone. Can they understand what you offer, whether it fits their situation and what happens next?

For a service business, the route might be: understand the service, see relevant work, compare the scope and ask a question. For a workspace, it might be: get a feel for the place, understand the desk options, check the location and request a tour.

Write down the specific friction. “The mobile menu hides our main service” is actionable. “Make it more premium” needs further definition: which images, typography, language or interactions would better express the business?

Sort the existing site into keep, improve and replace

Make a simple inventory of the important pages. For each page, record its address, purpose, useful content and intended next step. Include forms, booking links, downloadable files and any integrations that must continue working.

Keep accurate material that helps people decide: a useful service explanation, original project photographs or clear contact details. Improve material that is relevant but difficult to navigate or read. Replace content that describes an old offer, repeats other pages or makes claims you cannot support.

If you have reliable enquiry and traffic records, use them alongside the page review. A page with little traffic may still answer a vital question during a sales conversation. Traffic alone should not decide whether it stays.

Give the visual direction a job

A redesign should make your business recognisable and your offer easier to understand. Agree the message, visual direction and page structure before refining individual effects.

In our Vondel Desks project, the work brought positioning, identity and the website together around having your own desk beside Vondelpark. The resulting journey connects the workspace, desk options, location and direct contact paths. It is an example of a design and structure change; we do not present it as evidence of a measured increase in enquiries.

Motion can support that story, provided the page remains clear on a phone and for visitors who prefer reduced motion. The essential message and next step should work without an animation.

Agree the scope before the build

List the pages and languages, who supplies the copy and photography, and which booking or enquiry tools need connecting. Decide what the initial release includes and what can follow later.

Also clarify how existing page addresses will carry forward, who maintains the website after launch and how changes outside the agreed scope are handled. Compare the setup price and ongoing service together. Our website packages and cost guide explain the current package scope and first-year costs.

Test the whole route to an enquiry

Before launch, check both the visible form and what happens after submission. A thank-you message is only one part of the journey. Confirm that the enquiry reaches the intended destination and that the person responsible can find it.

Use clearly labelled tests. Check required fields, error messages, mobile navigation and links from the main service pages. If the site is bilingual, follow the complete journey in each language. Where visitors decline optional analytics, the enquiry form should still work.

After launch, review actual enquiries alongside the website data. Keep internal tests separate from commercial results. Agree which evidence would justify the next improvement before adding more features.

Bring the current site to the conversation

Send your website address, what has changed in your business and the one thing you most want the new site to make easier. We can use that as the starting point for a concrete redesign scope.

Discuss your website redesign