Repair specific weak points
Use when the platform and core structure work, but copy, calls to action, forms, metadata or performance need focused changes.
Three interventions
Match the work to the actual constraint.
Reorder and re-present useful content
Use when the offer and pages have value, but navigation, visual hierarchy and mobile presentation make them difficult to use.
Replace a limiting foundation
Use when the platform cannot safely support required performance, maintenance, content workflows or integrations.
Inventory value before changing URLs.
List indexable pages, external links, search impressions, high-value content, contact routes, integrations and owned accounts. A page with plain design can still carry search or referral value.
Record the current URL for every page that will move. Retain it where possible. Where change is necessary, map it once to the closest useful destination and update internal links, canonicals and the sitemap.
Capture a baseline for the outcomes that matter. Without a baseline, a prettier launch cannot demonstrate that visibility, speed or enquiries improved.
Decision test
Use evidence before approving scope.
Name the business task
Define what a visitor must understand or complete and which pages carry that task.
Locate the cause
Separate content, interface, technical and operational problems rather than grouping everything under 'old website'.
Choose the least destructive route
Preserve useful assets and test the agreed change against the original task after launch.
Frequently asked questions
What to confirm before deciding.
Does an old design always need a rebuild?
No. A redesign can retain valuable content and URLs, while focused improvements may solve a narrower problem with less migration risk.
When is a rebuild justified?
When the current foundation cannot responsibly support security, maintenance, rendering, performance or required functions after realistic repair options are assessed.