Emulent
Web OptimizationSearch Everywhere OptimizationEnterprise SEOLocal SEO & Google MapsAI Search OptimizationContent Strategy
Design and BrandingBrand Everywhere OptimizationWebsite DesignContent CreationBrand VideographyBrand PhotographyBrand Strategy & Development
Who We HelpWhat We’ve DoneOur Origin Story
ResourcesInsights BlogMarketing Maturity AssessmentAgency Evaluation ScorecardFree Marketing CalculatorsSales Funnel KPI CalculatorsB2B AI Marketing Adoption ReporteCommerce AI Marketing Adoption Report Web Design Company Comparison Chart Basic Web Design Checklist Local SEO and Maps Checklist On-Page SEO Checklist How Google Ranks Pages How Gemini Chooses Sources How ChatGPT Chooses Sources Google Update History Timeline
Let’s Talk →
Let’s Talk
Skip links
Emulent Marketing Resources Marketing Checklists
Free Interactive Checklist

The Website Redesign Checklist to Protect Your Rankings and Improve Performance

A redesign can grow your business — or wipe out years of earned rankings. Work through 29 checks across 6 phases, from strategy and technical foundations through launch and post-launch monitoring. Mark each one To Do, Needs Work, or Done; your progress saves automatically in this browser.

0%
0 / 29 done
Clear website goals definedSpecific metrics like a 30% conversion increase or 25% bounce rate reduction — measurable targets that align the team and justify budget.
Comprehensive current-site auditAnalytics review, top-performing pages, and a technical SEO audit — so high-performing content is preserved, not lost.
Competitive analysis and market research5–10 competitors analyzed for differentiation opportunities and the features users expect.
Brand visual identity establishedColor palette, typography, style guide, and logo variations for consistent recognition across every page.
UX architecture plannedPersonas, user journeys, navigation structure, and the 3-click rule.
Mobile-first design approachResponsive breakpoints and touch-friendly elements (44px minimum) — mobile is 60%+ of traffic.
Core Web Vitals optimizedLCP under 2.5s, INP under 200ms, CLS under 0.1 — 53% leave if load takes 3+ seconds.
Technical SEO foundationSemantic HTML, 301 redirects, structured data, HTTPS, XML sitemap — preserves rankings and link equity through migration.
Cross-browser compatibility testedChrome, Firefox, Safari, Edge across devices for a consistent experience.
WCAG 2.2 AA accessibility compliance4.5:1 contrast, keyboard navigation, alt text, captions — legal compliance plus 15% more addressable audience.
Advanced accessibility implementedARIA labels, focus indicators, skip links, and screen reader testing.
Content audit and strategyContent cataloged, gaps identified, consolidation plan, content calendar — no thin or duplicate content.
On-page SEO optimizationKeyword research, title tags, meta descriptions, internal linking, topic clusters.
Homepage optimizedValue proposition, clear CTAs, social proof, fast loading, mobile-optimized — the first impression that converts.
About page excellenceBrand story, team bios, mission/values, trust signals, CTAs — emotional connection and differentiation.
Products/services pages built to sellBenefit-focused descriptions, quality media, pricing, comparisons, social proof.
Local SEO optimizationGoogle Business Profile, location keywords, local structured data, NAP consistency.
Strategic calls-to-actionProminent design, action-oriented language, strategic placement, A/B testing.
Trust-building elementsTestimonials, case studies, security badges, guarantees, reviews — overcome purchase hesitation.
Interactive featuresLive chat, calculators/tools, demos, newsletter signup, social integration — capture leads earlier.
Mobile-specific featuresClick-to-call, mobile-optimized forms, fast loading, mobile-friendly menus.
Progressive web app featuresService workers, offline functionality, push notifications, app-like experience where justified.
Comprehensive functionality testingForms, links, images, search, and email notifications across devices — no broken flows at launch.
Performance and security testingCore Web Vitals, speed tests, SSL verification, security scanning before go-live.
301 redirect strategy implementedComprehensive mapping of every old URL to its new home — the single biggest protection against ranking loss.
Post-launch monitoringAnalytics tracking, Core Web Vitals, Search Console, and user feedback — catch issues fast.
Performance monitoring and analyticsConversion tracking, heatmaps, keyword rankings, CAC/LTV metrics — optimization decisions based on data.
Continuous optimizationA/B testing, quarterly content audits, competitor monitoring, user testing.
Success metrics and KPI frameworkTraffic growth, conversion rates, engagement, rankings, CAC/LTV — quantify the redesign’s success.

Planning a redesign?We design and migrate websites without losing the rankings you’ve earned — strategy, build, redirects, and monitoring. No long-term lock-ins.

Let’s Talk