Website relaunch: when is a redesign worth it?

Relaunch or update: what is the difference?

In a relaunch, structure, design and often the technical basis are rebuilt. An update is smaller: refresh copy, swap images, improve the path to getting in touch, adjust titles and descriptions. Either can be right – the question is where the actual problem lies.

These signs point to a relaunch

• Your offer has changed, but the website still explains it the way it did years ago.
• On a smartphone the site is hard to use or looks broken.
• The site loads noticeably slowly, and small fixes bring no improvement.
• The system is outdated and no longer gets updates, or changes only work with great effort.
• Visitors come, but hardly anyone enquires – and it is unclear what is missing.
• The appearance no longer suits your target audience or the level of your offer.
• New languages or features cannot sensibly be added to the existing setup.

When a smaller solution is enough

• The structure is right, only individual texts are out of date.
• The design still looks current, but the path to an enquiry is hidden.
• The site is only slow because images are too large.
• SEO basics such as meaningful titles and descriptions are missing.

In these cases a targeted update is usually the more sensible choice – faster and cheaper than a complete rebuild.

Checklist: six questions before deciding

• Would I happily show the site to a new customer?
• Does someone understand within a few seconds what I offer and for whom?
• Can contact be made effortlessly on a smartphone too?
• Can I or someone else update content without something breaking?
• Are details such as the legal notice and privacy policy up to date? (A legal review belongs in the hands of specialists.)
• Would I build the site the same way today?

With more than two “no” answers, a closer look at a relaunch is worthwhile.

What should not be lost in a relaunch

A website that already appears on Google has visible pages and addresses. In a relaunch these addresses should be handled deliberately: keep content that works well, redirect old addresses cleanly to new ones and do not change titles and headings without reason. A careful migration reduces the risk of losing existing visibility. Nothing can be guaranteed for rankings, however – neither in a relaunch nor otherwise. How a relaunch works with us is described on the Website Relaunch page.

First assess where you stand

Before you decide, a sober look at the status quo helps. The free Website Check gives you a first automatic assessment of your site – it does not replace a conversation, but shows where you stand. Whether the result points more towards an update or a relaunch, we are happy to discuss in the initial consultation.