Fix it if it works but has a few problems, like a slow page, a broken form or out-of-date details.
Refresh it if it works but looks dated. Rebuild it if it's slow, hard to update, insecure or simply not bringing in enquiries. Whatever you choose, the pages Google already likes need protecting.
A website that feels tired doesn't always need starting again. Sometimes a few fixes make a bigger difference than a new design. This guide explains the three options and when each one makes sense.
Start with what the website is for
Before anyone talks about a redesign, it's worth being clear on what the site should be doing for you. For most service businesses, that's bringing in calls and enquiries from people who don't know you yet. When we look at a site, we judge it against that:
- Whether enquiries are coming in from it, and how people say they found you.
- Whether it shows up on Google for your main services and suburbs.
- How fast it is on a phone. We test it with Google's PageSpeed Insights as well as on a real phone.
- How easy it is to update, and who can do it.
- Whether it describes your business as it is today.
The answers usually point clearly to one of the three options below.
Option 1: Fix what you have
Fixing is the right call when the site is basically sound and the problems are specific. The problems we see most often:
- outdated phone numbers, hours, services or team members
- a contact form that doesn't send, or sends to an old email
- slow pages caused by oversized images
- missing page titles and descriptions
- broken links and missing pages
- no clear call to action on mobile
Our article on the 10 most common website problems explains why each one costs you enquiries.
Option 2: Refresh the design
A refresh keeps your pages, structure and content but updates how they look: new fonts and colours, better photos, cleaner layouts, a stronger homepage. It's a good fit when:
- the site works and ranks, but looks dated next to competitors
- your branding has changed
- the content is good, but hard to read on a phone
Option 3: Rebuild it
A rebuild starts fresh, usually with new pages, new writing and a new platform. It's worth it when:
- The site is slow and fixes haven't helped
- It's hard or risky to update, for example an old WordPress site with outdated plugins
- It has security problems, or keeps needing urgent patches
- It's missing the pages that bring in work, like one page per service or area
- It simply isn't bringing in enquiries, even though people search for what you do
If your current site runs on an older platform, our comparison of static websites and WordPress explains the options.
Why redesigns lose rankings
The biggest risk in any redesign is losing the traffic you already have. It usually happens quietly: a page that ranked well is removed or renamed, its old address now leads nowhere, and Google drops it. Rankings built up over years can slip away after launch, often without anyone noticing until the phone goes quiet.
How we protect your Google rankings
When we replace a site, keeping what already works is part of the job:
- We find every page that gets visits, using your Search Console data where it's available.
- We keep the pages that rank, or give them a better version at the same address.
- We redirect every old address to its closest new page with a permanent (301) redirect.
- We keep each page's titles and headings relevant to the searches it already appears for.
- We submit the new sitemap and watch Search Console after launch for errors.
We explain the risks in more detail in move or rebuild your website without losing rankings.
What we agree with you before we start
Whichever option you choose, we settle a few things up front:
- what you want more of: calls, bookings or quote requests
- which pages bring in visitors now, so they're protected
- who will update the site after launch, you or us
- that the domain stays in your name and you own the site once it's paid for
- a working draft to look at before you commit
See how we handle website design and website care, or look at sites we've rebuilt. If you're not sure which option you need, our free website health check is the place to start.
Not sure which one you need?
Get a free website health check, or call us. We'll tell you whether your site needs fixing, refreshing or rebuilding, and we'll say so if it's fine as it is.
This article is general information only and isn't legal, financial or technical advice for your situation. Questions? Talk to us.