My HomeDry
Restructuring beats redecorating
The lesson worth borrowing here is architectural: separating blended services into distinct problem-led pages is usually what earns the search visibility, not a new colour palette.
Read the case studyWebsite redesign
Outgrown your website? Let's make it catch up with the business.
Most businesses that come to us don't need a website. They've got one. The problem is that it still describes the company they were five years ago — smaller, doing different work, aiming lower.
The real gap
The business moved. The website stayed put.
You've taken on bigger jobs, added services, hired people, raised your standards and possibly changed who you want to attract. The website records none of it. It reflects the size you were, the work you used to take, the branding you've since improved and the customers you've moved beyond.
The commercial cost is quiet and constant. People who found you through search compare you with firms who look bigger. People who were recommended arrive, hesitate, and ring round anyway. You end up justifying prices that the website has already undersold.
A redesign is about closing the gap between how good the business is and how good it looks.
Recognise any of these?
Signs you've outgrown the website.
- You hesitate before sending someone the link.
- It's awkward on a phone — pinching, tiny text, forms that fight back.
- The services listed aren't the services you sell any more.
- Enquiries arrive by phone because the form is a chore.
- The photography is years old and the branding has moved on.
- There's nothing on it that proves you're any good.
- Changing a price or adding a page means asking someone a favour.
- It's slow enough that you notice it yourself.
- You get traffic and rankings, but almost no enquiries from it.
- Competitors you know you out-perform look considerably stronger online.
Three or more usually means it's time. One or two might just mean a fix — see below.
Protect first
Redesign without throwing away what already works.
The most expensive mistake in a redesign isn't design taste — it's deleting years of Google history on launch day. Before we plan a single new page, we work out what the current site has earned.
Current URLs
Every indexed page, listed. You can't redirect what you haven't inventoried.
Ranking pages
Which pages are actually earning impressions and clicks — often not the ones you'd expect.
Backlinks, where visible
Pages other sites link to. Delete those URLs without redirecting and you throw away the value.
Search Console
Queries, coverage, indexing issues and manual problems, before anything changes.
Metadata and headings
What's already working in titles and descriptions, so improvements are deliberate.
Content worth keeping
Long-standing pages, guides and service copy that carry weight even if they look dated.
Internal links
How the current site distributes authority, so the new structure doesn't strand pages.
Then the migration itself.
URL mapping
Every old URL matched to its closest new equivalent, in a spreadsheet you get a copy of.
301 redirects
Permanent redirects for everything that moves, one hop, no chains, no lazy blanket redirect to the homepage.
Content retained
Pages that earn stay — improved rather than deleted, keeping the URL where that's the sensible call.
Better architecture
A structure built around services and search intent, so pages stop competing with each other.
Post-launch checks
Crawl checks, Search Console monitoring, redirect testing and fixes in the weeks after go-live.
We won't tell you rankings can't move during a migration. They can, briefly, even when everything is done correctly. What we will do is make the movement small, temporary and watched.
When not to rebuild
Sometimes the honest answer is: don't.
We'd rather do £600 of useful work and keep your trust than sell you a £3,000 rebuild you didn't need.
- The messaging is vague but the structure is sound — rewriting beats rebuilding.
- Only the enquiry journey is broken. A better form and clearer calls to action can fix that on its own.
- The desktop site is fine and it's the mobile layout letting you down.
- The site is technically healthy but has no page for a service you now want work from.
- There's an SEO problem — speed, indexing, thin pages — rather than a design problem.
If a rebuild genuinely is cheaper over two years — usually when the platform fights every change — we'll show you the maths rather than just assert it.
The process
Nine stages, in this order for a reason.
- 01
Audit
What you have, what it earns, what's broken, what's worth protecting.
- 02
Plan
The new page structure, the URL map, and an honest scope.
- 03
Protect
Redirect strategy agreed before a single new page is designed.
- 04
Design
The look, the tone and the journey from landing to enquiry.
- 05
Build
Fast, responsive pages, with search foundations built in.
- 06
Migrate
Content moved, redirects in place, technical details lined up.
- 07
Test
Forms, links, redirects, speed, mobile, accessibility basics.
- 08
Launch
Domain and DNS handled carefully, with the old site kept as a fallback.
- 09
Measure
Search Console and analytics watched properly for the first weeks, not glanced at once.
Relevant work
Projects where the same thinking applied.
These aren't all migrations, and we won't label them as such. They're projects where the structural decisions are the ones a redesign turns on.
Learning Loft
Answer the repeat questions on the page
If your current site makes every enquiry start from zero, structure is the fix — pages built around the questions people keep asking before they commit.
Read the case study
Royal Blinds
Presentation carries commercial weight
For product-led home improvement, how the range is presented directly affects whether a browsing visitor asks for a measure and quote.
Read the case study
Pricing
A redesign can be any of the three packages.
A five-page site being brought up to date usually fits Launch (£1,000). A proper restructure with service pages and a migration normally lands in Growth (£3,000). Larger sites with substantial content, multiple locations or complex redirect work sit at Scale (£5,000), and anything genuinely unusual is quoted as Custom.
The audit is what tells us which. It's the first thing we do, and we'll give you the answer before you commit to the build.
Redesign questions
Migration questions, answered without hedging.
Planning the search side properly matters: see SEO during a redesign and website migration SEO. Still weighing it up? Compare a redesign against a complete rebuild, check whether you need a new website at all, or read what to do if a site lost rankings after a redesign. Want search to improve alongside the rebuild? See local SEO.
Before you change anything
The two checklists worth reading first.
A redesign's biggest risk isn't the design — it's quietly losing traffic and enquiries the old site was producing.
Website redesign checklist
What to record and protect before anything changes.
Website migration checklist
Moving platform, domain or URL structure without losing what you had.
Website launch checklist
The pre-go-live checks worth doing twice.
Measuring the result
Record a baseline before launch, or you'll never know if it worked.
Next step
Got a vision?
Let's build the venture.
Tell us what your business does and what you need the website to achieve. We'll come back to you personally with honest thoughts — and a clear proposal if it's a good fit.