How to redesign your website without losing your Google rankings.
A new website should bring in more work, not less. Yet plenty of businesses launch a beautiful redesign and watch their enquiries drop, because the old pages Google knew about simply vanished. Here's how to avoid that.
Before you start: list what you have
- Export every URL on your current site, including pages, blog posts and PDFs.
- In Search Console, note which pages bring in the most clicks and which searches they appear for.
- Note which pages bring in enquiries. Those are the ones you can't afford to lose.
Map every old page to a new one
Every old URL needs a home on the new site. Where a page is moving, set up a permanent (301) redirect from the old address to the new one. Where a page is being removed, redirect it to the closest relevant page, not just the homepage.
This one step is where most redesigns go wrong. Without redirects, Google treats the old pages as gone and the rankings go with them.
Keep what was working
- Don't throw away pages that rank. Improve them instead.
- Keep the words people search for in titles, headings and copy.
- Carry over page titles and meta descriptions that perform well, then improve the weak ones.
- Keep your business name, phone and address consistent with your Google profile.
Launch day
- Test every redirect on the live site.
- Submit the new sitemap in Search Console.
- Check the site isn't accidentally blocking search engines.
- Test forms: send yourself an enquiry from every form.
The month after
- Watch Search Console for crawl errors and fix any missing redirects.
- Compare clicks and enquiries with the same period before launch.
- Expect a little movement for a few weeks. Big, lasting drops usually mean missing redirects.
How we handle it
Every Vexo rebuild includes a full redirect map and launch checks as standard. See bespoke website design.
Quick answers
Still unsure? Ask us anything.
Will a new website hurt my SEO?
Not if it's done properly. With redirects for every old page and your best content kept and improved, a new site usually helps rankings.
What is a 301 redirect?
A permanent redirect that sends visitors and search engines from an old web address to a new one, passing most of the old page's ranking value.
How long do rankings take to settle after a redesign?
Usually a few weeks. If rankings drop sharply and stay down, check for missing redirects first.
Want a second opinion on your website?
Request a free website health check and we'll reply within one working day with honest, practical recommendations.
- A reply within one working day
- A fixed quote before any work starts
- No pressure, no sales script