Fix the right problem, not the most visible one.
Website redesign projects usually start from the wrong place. Someone notices that the site looks dated or that it is not generating enquiries, and the response is to redesign it. Sometimes a redesign is right. Often the problem is structural — the wrong pages exist, the navigation sends users to the wrong places, or the content does not speak to the right customer — and a visual redesign does not fix any of that.
Website Refocus starts with a diagnosis. We spend the first week reviewing analytics (if available), auditing every page, mapping the navigation and conversion paths, and interviewing the client about what results the site should be generating versus what it is actually producing. This audit generates a prioritised list of problems and a recommended scope of work.
The audit report is delivered and discussed before any design work begins. Sometimes the recommended scope is a full structural rebuild. Sometimes it is a targeted intervention: a redesigned contact flow, a new set of service pages, a homepage that leads with the right information instead of the wrong one. The audit is honest about this.
For sites that need a full rebuild, we design and develop in parallel with the existing site and migrate at a defined go-live date. For sites that need targeted changes, we implement them with minimal disruption to existing pages and search rankings — including 301 redirect mapping for any URL changes.
Deliverable: site audit report (problem diagnosis and prioritised recommendations), redesign of the agreed scope (full or targeted), SEO protection (redirect mapping, meta preservation, structured data update), performance improvements, and 60-day post-launch support.
In practice
An accountancy firm in Ascoli Piceno had a homepage that opened with a statement about being founded in 1987 and listed its founders. The refocus involved replacing the homepage with content about client problems and outcomes. Enquiry conversion rate from organic search traffic increased from 1.8% to 7.3% in three months.
A property management company had a site built ten years earlier that could not be updated by their team. The refocus involved a complete rebuild with a simple CMS. The time their admin team spent managing web-related enquiries dropped by 60% because the information visitors needed was now actually available on the site.
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