When redesigning a website, keep everything that works: the domain, email, important page addresses, useful content, search data and the business's own materials. You can renew the design and technology without changing the entire digital setup at the same time.
The biggest risk is usually not the new design. Risk arises when old addresses, email settings or pages already known to Google change without a plan.
Start with an inventory of the current setup
Before planning the new site, write down:
- all current pages
- the most important service pages
- pages receiving search traffic
- pages other websites link to
- the current domain
- the email service
- contact forms
- analytics and Google Search Console
- the business's own images, logo and text
If you do not know what works on the current site, you could accidentally remove something valuable.
What should you keep?
| Item | Usually keep it? | When might a change make sense? |
|---|---|---|
| Domain | Yes | Only if the business name or brand changes |
| Business email | Yes | If the current service is being deliberately replaced |
| Good URLs | Yes | If the structure is unclear or content is being combined |
| Effective service copy | At least its information | When the text can be made clearer |
| Own images and logo | Yes | If the brand is being renewed |
| Search Console | Yes | Avoid losing ownership |
| Old, poor or unnecessary pages | Not automatically | Combine or remove them in a controlled way |
A URL (Uniform Resource Locator), or web page address, might be business.fi/services/.
If an address works and still covers the same subject, changing it may bring no benefit.
What happens if a URL changes?
If an old page moves permanently to a new address, you should usually add a permanent redirect from the old address to the correct new page.
Google recommends permanent server-side 301 or 308 redirects when a page has moved permanently.
The goal is simple:
old service page → new page covering the same service
Not:
all old pages → homepage
Poorly targeted redirects can confuse visitors and search engines alike.
Does everything have to change at once?
No.
For major site moves, Google advises changing one major thing at a time where possible. Changing the domain, publishing system and all URLs simultaneously, for example, creates more opportunities for mistakes.
In a typical small-business website redesign, you can often:
- keep the same domain
- keep email unchanged
- retain the most important addresses
- renew the structure, text and design
- change the underlying technical implementation
This makes the redesign more straightforward.
What should you test before launch?
Before the new site replaces the old one, check at least that:
- all important pages open
- phone numbers and email addresses are correct
- the contact form works
- the pages work on a phone
- images load
https://works- any old URLs redirect correctly
- the sitemap contains the correct new addresses
- the site is not accidentally set to
noindex - sending and receiving email still work
HTTPS (Hypertext Transfer Protocol Secure) means an encrypted connection between the browser and the website.
What should you monitor after launch?
During the first days and weeks, check:
- whether the new pages appear in Google Search Console
- whether
404 Not Founderrors appear - whether contact form messages arrive
- whether important pages retain their search traffic
- whether the new pages are easy to use on mobile
Google says visibility can fluctuate temporarily during larger site moves as new addresses are crawled and indexed. In a small redesign where the domain and addresses stay the same, the change can be much more straightforward.
When should you rewrite all the old content?
When it no longer helps the customer.
A redesign is a good opportunity to remove, for example:
- outdated services
- unclear internal business terminology
- repeated pages with the same content
- old prices
- unnecessary menu items
- text that does not answer the customer's questions
Do not keep everything just because it is on the old website.
How does GC approach a website redesign?
GC's website service plans 1–5 new pages around the business's current information and needs. Copywriting, mobile implementation, hosting, the agreed SEO elements, publishing and ongoing care are included.
The existing domain can be connected to the new site, and email setup or migration assistance is included.
If the old website has many URLs known to Google, multiple languages, an online shop or extensive functionality, the scope of the redesign needs a separate assessment before implementation.
If you are also changing suppliers, read what you need from your old website provider.
Sources: Google Search Central, Site Moves and Migrations, Redirects and Google Search and SEO Link Best Practices. GC's terms of service.