Website redesign: 5 decisions that matter more than design
A new interface is the tip of the iceberg. A successful redesign is decided underneath: clear goals, preserved search rankings, up-to-date security.
In this article8 sections
In short. A redesign is often judged on its mock-ups. But it's after launch that you find out whether it works, and a better-looking site can easily bring in less than the old one. Five decisions make the real difference, and they're made before the first mock-up:
- what the site must produce;
- how to be cited by Google and AIs;
- a technology you'll be able to maintain;
- preserving your search rankings;
- the cost after launch.
What should your site produce?
Sites are often judged on how they look, rarely on what they bring in. Yet even a page designed to convert only gets 6.6% of its visitors to act, according to Unbounce (2024 median).
Before drawing anything, write down the expected action: contact request, quote, appointment. Measure your starting point, then build each page around that action.
[Exponent example to provide: for which client, what was done, and the number of requests per month before and after]
What you gain: a quantified goal for judging the redesign other than by personal taste.
How do you get cited by Google and AIs?
Since March 2025, Google has displayed AI-written summaries at the top of its results in Switzerland, the "AI Overviews" (Keystone-ATS). When a summary appears, users click on a result in only 8% of cases, against 15% without a summary, according to the Pew Research Center.
So ranking well is no longer enough: you have to be the source the AI picks up. Google requires no particular technique for this (Google). What counts is reliable content that's easy to cite:
- headings phrased like your clients' questions, followed by a short answer;
- sourced figures and concrete examples: according to a Princeton University study, they increase visibility in AI answers by up to 40%;
- an identified author;
- fast pages.
What you gain: visibility that no longer depends solely on your place in the list of links.
Which technology will you be able to maintain?
Many sites rest on dozens of plugins added over the years. On WordPress, 91% of the security vulnerabilities recorded in 2025 came from these plugins. And 46% had no fix yet when they were made public, according to Patchstack.
So the right question isn't "which technology is the most modern?", but "who's going to maintain it, and how often?".
[Exponent example to specify: the technology we recommend and why, the warranty period, and what the maintenance package includes]
What you gain: a site that stays secure without depending on a single person.
How do you keep your search rankings during the redesign?
It's the most concrete risk: pages that rank well on Google disappear because their address changed. Google recommends linking each old address to the new one with a permanent redirect (a "301").
- First list the pages that bring you visitors, for example in Google Search Console, Google's free tracking tool.
- Redirect each old page to its equivalent, not to the homepage.
- Keep these redirects for at least a year.
Some ranking fluctuations in the first few weeks are normal.
What you gain: a redesign that adds traffic instead of losing it.
How much will your site cost after launch?
The initial invoice is only the visible part. Then come maintenance, updates and every small correction that becomes a ticket with the provider.
Require two things before signing:
- that your teams can edit texts, images and pages themselves;
- that you're handed the code, documentation and access on delivery.
In Switzerland, also bear in mind the data protection act (nFADP), in force since September 2023 (SME.admin.ch). Your privacy policy must be accessible from every page.
What you gain: a site that truly belongs to you.
The questions to ask before signing
- What action should the site produce, and how is it measured?
- Who edits a text, and how long does it take?
- How many plugins, and who updates them?
- Are the redirects included in the quote?
- What exactly does maintenance include?
- What are you handed on delivery?
Frequently asked questions
Does a redesign lose search rankings? Not if every old address is redirected to the new one. Temporary fluctuations remain normal.
Is WordPress secure? Its core, yes: almost all vulnerabilities come from plugins. Fewer plugins and quick updates greatly reduce the risk.
How much does a redesign cost? [Exponent range to provide by type of project, and what makes it vary]
Sources
- Conversion Benchmark Report, Unbounce, 2024
- Overview with AI now available in Switzerland, Keystone-ATS, March 2025
- Google users are less likely to click on links when an AI summary appears, Pew Research Center, 2025
- AI features and your website, Google Search Central
- GEO: Generative Engine Optimization, Princeton and IIT Delhi, KDD 2024
- State of WordPress Security in 2026, Patchstack, 2026
- Site moves with URL changes, Google Search Central
- New Data Protection Act, Swiss Confederation (SME.admin.ch)
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