What Should a Website Redesign Include?
You're paying for a redesign. The question is: what should you actually get for that money? Here's the complete checklist — what to keep from your old site, what to change, and what to add that most small business redesigns miss entirely.
What this post answers
- The non-negotiables every redesign must include
- What to keep from your existing site (and what to throw away)
- The features most redesigns miss — that cost you leads
- How to make sure your redesign actually improves results
What to Keep From Your Existing Site
Your old site has assets. A redesign that throws them away is a waste of money. Here's what comes with you:
Ranking content
Pages that show up in Google Search Console — their text, headings, and target keywords. This is your search equity. Preserve it.
URL structure (with redirects)
Keep clean URLs. If you must change them, 301 redirect every old URL to its new equivalent. Read how in our guide to redesigning without losing rankings.
Schema markup
LocalBusiness, FAQ, Service schema — whatever structured data Google is reading. It comes with you.
Working content
Pages that convert visitors into calls. Keep them, improve them, don't delete them.
What to Change
These are the things that were probably hurting your old site. A redesign is the time to fix them — not replicate them:
Mobile experience
If your old site wasn't built mobile-first, this is the #1 thing to change. Over 60% of your visitors are on phones. A desktop-first site on mobile is a lead killer.
Load speed
If your old site took 4+ seconds to load, the redesign needs to be under 2 seconds. Google penalizes slow sites — and so do your visitors.
Clickable phone number
If your old phone number was an image or plain text (not clickable), fix it. On mobile, one tap should dial your number. This is basic but most old sites miss it.
Forms that are too long
If your old contact form had 7+ fields, cut it to 3: Name, Phone, What do you need? Every extra field kills conversion rate.
What to Add (That Most Redesigns Miss)
These are the features that separate a redesign that generates leads from one that just looks nicer. If your redesign doesn't include these, you're leaving money on the table:
Edge hosting & SSL
Fast, secure hosting on global edge servers — not a shared box. SSL certificate included, not an extra monthly fee.
Security & backups
Automated security patches, uptime monitoring, and daily backups. If your old site didn't have this, your new one must.
Local SEO foundation
Schema markup, clean URLs, optimized title tags, and Google Business Profile sync — baked into the build, not bolted on later.
301 redirect map
Every old URL mapped to its new equivalent. This is what keeps your Google rankings and backlink authority intact. Read more about why this matters.
One clear CTA per page
Not six buttons competing for attention. One obvious action: call us, fill out this form, or book now. Every page has one.
Social proof above the fold
Reviews, client count, or trust badges visible without scrolling. Your old site probably buried these — the new one shouldn't.
What Michigan Small Businesses Should Demand
If you're a Michigan small business — whether you're in Lansing, Grand Rapids, Detroit, or anywhere else in the state — your redesign needs to do one thing above all others: generate calls from local searches. That means mobile-first, fast, locally optimized, and connected to your Google Business Profile.
Our website redesign services include all of the above as standard. Not as add-ons, not as upgrades — as the baseline. If you're comparing redesign quotes and one doesn't include redirect mapping, schema, or mobile-first design, that quote is for a reskin, not a redesign.
Still not sure if you even need a redesign? Start with our guide on whether to repair or replace your website — it'll tell you which option actually makes financial sense for your business.
Want a redesign that actually generates leads?
We'll show you exactly what your redesign should include, what it'll cost, and what each piece does for your business. Free audit, no obligation.
Get Your Free Redesign AuditFrequently Asked Questions
What should a website redesign include at minimum?
At minimum: a mobile-first responsive design, fast load speeds (under 2 seconds on mobile), a clickable phone number, one clear call-to-action per page, a contact form with 3 or fewer fields, schema markup, and 301 redirects for every old URL. If your redesign doesn't include all of these, it's not a complete redesign — it's a reskin.
How much content should I keep vs. rewrite during a redesign?
Keep the content from pages that are ranking in Google — their headings, keywords, and structure are what Google understands. Rewrite content that's thin, outdated, or wasn't generating traffic. The rule: if it's working, preserve it. If it's not, improve it. Don't throw away ranking content to start fresh.
Do I need to keep the same URLs during a redesign?
Not necessarily — but if you change them, every old URL needs a 301 redirect to its new equivalent. If your URLs are clean and descriptive, keep them. If they're long, broken, or not keyword-relevant, change them and redirect. The key is that no old URL with search equity or backlinks returns a 404.
Should my redesigned website include a blog?
If you're willing to write or publish content regularly, yes — a blog is one of the strongest local SEO tools available. Each post targets a long-tail question your customers search for, builds topical authority, and creates internal links to your service pages. If you won't maintain it, don't add one — an abandoned blog hurts more than it helps.
What about tracking and analytics — should that be included?
Absolutely. Your redesigned site should have Google Analytics 4, Google Tag Manager, and Google Search Console configured before launch. If you're running ads, include conversion tracking. If you have a CRM, connect your forms to it. A redesign without tracking is a redesign where you can't measure the results.
How long should a redesigned website last before the next redesign?
A well-built, properly maintained website should last 3–5 years before needing a full redesign. The key is ongoing maintenance — security updates, content updates, and performance monitoring. A site that's managed and updated regularly stays fast, secure, and relevant much longer than one that's launched and forgotten.
Chad Morgan
Founder, Creative Partner · Lansing, MI
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