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Web design companies obliterating organic traffic on website redesigns

Date Posted: October 11, 2022
Website Redesign Disaster

Website Redesign Disaster

What’s with web design companies obliterating organic traffic on website redesigns?

I won’t name and shame, but they weren’t cheap websites (10k+ and 25k+) and the clients aren’t new businesses with nothing to lose (7 and 8 figure businesses)

The clients haven’t cut corners hiring some cheap contractor, they deserve to have an agency that actually understands the impact a redesign can have on SEO – and mitigate accordingly.

This is the second time in 3 months I’ve been called to find out why sales have fallen off a cliff – after speaking with industry friends it seems it happens all the time these days.

If you’re charging medium to high prices for a website, you can’t act like the website build and SEO are separate things and it’s ‘not your problem

We calculated these businesses have lost between $1m-$2.5m revenue conservatively from having this problem happen and not realising for a few months.

If you get your website re-done, for the love of God ensure they understand SEO and the impact a new website can have when done wrong.

Things I’ve seen:

  • Redirects done for some pages but not all
  • Blog section removed entirely
  • Removing well-ranking relevant pages
  • Redirecting well-ranking pages to pages with much less content
  • New site fancier but slower than old site
  • Less internal links with new site

A new website doesn’t need to be a disaster if you plan it right and monitor carefully.

How to avoid it happening to you:

  • Keep an eye on your website stats each week after launch
  • Compare old vs new website load times
  • Ensure redirects on all pages
  • Make note of the 80/20 of your most popular ranking pages
  • Test everything on a staging site before going live
  • Be careful not bringing pages across to the new site
  • Check for broken links
  • Submit updated sitemap to Google
  • Keep an eye on Google Search Console for any crawl errors
  • Ensure you have a helpful 404 page

Hope that helps

Ray

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