When a redesign changes page addresses, Google's documentation on site moves with URL changes recommends preparing a mapping from the current URLs to the new ones, then redirecting the old addresses to the new ones. It states that "301 and other permanent redirects don't cause a loss in PageRank," and that you should expect temporary fluctuation in site ranking during the move.
Short answer
You describe your current site, what no longer works and your goals: your request is reviewed by the Courtier TI team, then entrusted to the IT services company that will prepare your quote. The scope, technology and redirect plan are set with you.
What the quote should cover
- An inventory of current pages and of content to keep, rewrite or remove
- The new site structure and the URL mapping plan
- Setting up and checking permanent redirects
- Choice or confirmation of the content management system
- The target accessibility level and the French and English versions
- Measurement before and after launch
- Handover of access: domain, hosting, analytics tools, administrator accounts
The steps of a redesign
- Inventory of pages, content and current traffic data
- Definition of goals and the new structure
- Writing or adapting content
- Design, development and content integration
- Redirect plan, testing and pre-launch checks
- Launch, error monitoring and gap against the baseline
Page inventory and content to keep
Before designing the new site, inventory the old one: each page, its address, its traffic, the requests it generates and the links it receives from other sites. Pages that attract visitors or requests should be kept or improved, not deleted without a replacement.
Also decide who provides the content: you, the IT services company or a writer. Have the quote specify the number of pages included, who writes, who translates and who approves. Content that is not planned from the start often delays a redesign.
Redirects and search rankings
Permanent redirects protect the rankings you have built by sending visitors and search engines from the old address to the new one. They do not guarantee rankings: Google says rankings may fluctuate while it recrawls and reindexes the site, and that you need to give it time to process the new addresses. Be wary of a quote that promises rankings or traffic.
Require a complete mapping plan, one page per line, and a check after launch: each old address should lead to the closest page, with no redirect chains or error pages. Google also recommends monitoring traffic on both the old and new URLs and using Search Console during the move.
Technology, security and accessibility
The content management system, such as WordPress, Drupal or Webflow, is only an example here: the choice depends on who will update the site, the features needed and the maintenance budget. In ITSAP.60.005, the Canadian Centre for Cyber Security recommends requiring HTTPS by default and implementing a patch management process covering underlying systems, content management systems, web applications and plug-ins. Have the quote specify who applies these updates after launch.
For accessibility, the W3C's Web Content Accessibility Guidelines (WCAG) are an international standard explaining how to make web content more accessible to people with disabilities. State the target level in your request, especially if a client or contract requires it. For French-language obligations on a business website, see E-commerce website.
Measurement, domain and access
Measure before you change anything: visits, pages viewed, requests received, positions on a few important searches. These figures are the baseline for judging the redesign. If analytics tools use technology that allows a person to be identified, located or profiled, section 8.1 of Quebec's Act respecting the protection of personal information in the private sector requires informing the person beforehand. If the redesign affects an information system or electronic service delivery system involving personal information, such as a client portal, section 3.3 requires a privacy impact assessment.
Use the redesign to check who owns the access: the domain name should be registered in your company's name, and you should hold the administrator accounts for the site, hosting and analytics tools. Have their handover at the end of the project specified.
Questions to ask yourself before requesting a quote
- What no longer works on the current site?
- Which pages attract visitors or requests today?
- Who will provide and approve the content?
- Who will update the site after launch?
- Are the domain name and access in your name?
- Does a client or contract require an accessibility level?
Pitfalls to avoid
- Deleting high-traffic pages without a redirect
- A quote that promises rankings or traffic
- No measurement before the redesign, so no baseline
- Content that nobody has planned for
- A domain name registered in a former provider's name
- Nobody responsible for updates after launch
What to specify in your request
- The current site address and its technology, if you know it
- The approximate number of pages and languages
- Your goals: leads, sales, recruiting, image
- Features to keep or add: forms, client portal, booking
- Who provides the content
- Accessibility or client requirements that must be met
You can then describe your project: the team will contact you to clarify your needs and provide a quote.
Frequently asked questions
Will a redesign hurt our search rankings?
The risk exists if old addresses are not redirected. According to Google, permanent redirects don't cause a loss in PageRank, but rankings may fluctuate during the move. Redirects protect the rankings you have built; they do not guarantee rankings.
What is a 301 redirect?
It is a permanent redirect: the server tells browsers and search engines that the page has moved and sends them to the new address. Each old address should lead to the closest page.
Do we need to change content management systems?
Not necessarily. If the current system meets your needs and is maintained, a redesign of the design and content may be enough. The choice depends on who updates the site, the features wanted and the planned maintenance.
Does the site need to be accessible?
The W3C's WCAG are an international standard explaining how to make web content more accessible. State the target level in your request, especially if a client or contract requires it.
Who should own the domain name?
Your company. Check whose name the domain is registered in and require that you hold the administrator accounts for the site, hosting and analytics tools.