01
Audit before changing the visual style
A redesign should start with evidence: broken journeys, confusing navigation, weak content hierarchy, slow pages, poor mobile behavior and unclear calls to action.
02
Separate brand problems from UX problems
A new color palette cannot fix a confusing checkout or a buried contact path. Fix structure and usability alongside the visual system.
03
Protect what already works
Keep valuable search traffic, useful URLs, strong content and successful conversion paths. Redirect or consolidate URLs when the information architecture changes.
04
Rebuild for modern performance
Use optimized images, responsive layouts, accessible controls and efficient client-side behavior. A redesign is an opportunity to remove technical debt.