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Website Redesigns, Without Losing the SEO You've Already Earned

The short answer, since it's the first thing everyone asks: a website redesign done properly does not throw away the SEO you've already earned. Same URLs where possible, redirects where they're not, rankings monitored through the switch. Eagle Rock has been redesigning outdated sites for 9+ years, custom-coded, founder-led, no templates, for clients in Canada, the UK and beyond.

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Signs Your Website Needs a Redesign

Not every issue needs a full rebuild. Here's how to tell if yours does.

  1. It's slow. Every extra second before your site loads costs you visitors who never see your services.

  2. It's not mobile-friendly. Most local searches happen on a phone. If your site was built for desktop first, it's losing people before they even scroll.

  3. It looks dated. A site that still looks like 2016 quietly tells visitors your business hasn't kept up either, fair or not.

  4. It's not converting. Traffic is showing up but nobody's calling, booking or buying. That's usually a structure and copy problem, not a traffic problem.

  5. It's hard to update. If changing a phone number or adding a photo means calling someone and waiting a week, the site is working against you, not for you.

If more than one of these sounds familiar, it's probably time. If you're not sure, get a free quote and we'll tell you straight, no pressure.

How a Redesign Works Here

A redesign starts differently from a first-time build, because there's already something to protect.

  1. 01

    Audit first.

    Before anything gets designed, we look at your existing site and how it's currently ranking, so we know exactly what's worth keeping.

  2. 02

    Design and build.

    Same process as a new site otherwise: wireframes, a working prototype, then development in React, Next.js or WordPress, whichever fits.

  3. 03

    Launch with safeguards.

    Same URLs kept wherever possible; redirects set up properly wherever a URL has to change, so nothing turns into a dead end.

  4. 04

    Confirm nothing was lost.

    Rankings and traffic get monitored through Search Console in the weeks after launch, so any issue gets caught early, not months later.

See the general process for new builds, for comparison

What Carries Over vs. What Changes

A redesign isn't starting from zero. Here's the line between what stays and what gets rebuilt.

Carries over

  • Your content and the SEO equity it's built up
  • Your URLs, wherever technically possible
  • Your Google Business Profile and existing rankings, monitored through the switch

Changes

  • The design, layout and overall look
  • Site speed and mobile performance
  • The code underneath, custom-built instead of patched together on an old theme or builder

Results

A recent redesign first, then recent work with real numbers. Never a stock statistic.

The redesigned home and life insurance pages. Real screens from the new build.

Insurance Brokerage

Insurewise

A full redesign for an independent brokerage. We kept every page at the address it already had, rebuilt everything around them, and gave each kind of insurance its own page that explains it in plain words.

The business
An independent insurance brokerage in Ontario
What changed
Moved off WordPress to a new, custom-coded design
Pages
Home, about, contact and a page for each of the nine kinds of insurance
SEO
Old page addresses kept, redirects set up for the rest
Enquiries
One quote form that goes straight to the broker
insurewiseinc.com(opens in a new tab)

More recent work

See the full portfolio

Frequently Asked Questions

Something else on your mind? Email contact@eaglerockwebdesign.com

Starting from scratch instead? Website Design covers first-time builds.

Thinking about leaving Wix or Squarespace? Here's when it's worth it.

Run a dental practice? Here's our dental website redesign work.

  • Not if it’s done properly. The existing site and its rankings get audited before anything is rebuilt, URLs are kept the same wherever possible, and redirects are set up for anything that has to change, with rankings monitored after launch.

  • Typically 2 to 4 weeks, similar to a first-time build. You'll get a clear timeline after we've looked at what you already have.

  • Not necessarily. We build in React, Next.js or WordPress depending on what fits your business, and we'll tell you honestly if staying on your current platform makes more sense than switching.

  • That's a normal starting point. Get a free quote and we'll walk through your site together and tell you plainly what's holding it back.

  • No, this page is specifically for redesigns. If you’re starting from scratch, Website Design covers first-time builds.

Let's Fix What's Not Working

Tell us a bit about your current site and what's bothering you about it. We'll get back to you within 24 hours.

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