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B2B Website Redesign Services
A B2B website redesign is the highest-stakes change a marketing team ships in any given year. Done well it lifts conversion 30-60% and unlocks new content strategy. Done badly it kills the existing SEO ranking, breaks lead-capture forms mid-launch, and creates 3-6 months of pipeline gap while traffic recovers. We have run 15+ B2B website redesign engagements and the difference is process — specifically, how URL structure, internal linking, and content migration are handled before launch.
Our B2B website redesign process
Six phases: discovery and research (week 1-2), information architecture and content audit (week 2-3), design with conversion-focused hero and pricing pages (week 3-5), engineering build (week 5-7), migration and 301 redirect QA (week 7-8), launch and monitoring (week 8+). The non-obvious step is week 7-8: every URL on the old site gets a 301 redirect map to the new structure (if changed), tested in staging before launch, then verified in GSC for 2 weeks post-launch. This is where SEO equity is preserved or lost.
Conversion focus — what we redesign for
Every B2B website redesign engagement starts with measurable conversion goals — not "make it look modern." Typical targets: lift hero CTA conversion rate by 30-60% (we A/B test hero copy and visual against existing baseline), reduce bounce on pricing page by 15-25% (clearer tier comparison, friction reduction at signup), increase trial signup rate from organic search by 20-40% (better landing page design for high-intent queries). We measure outcomes in Looker Studio dashboards and report monthly post-launch.
SEO equity preservation in B2B website redesign
The #1 reason B2B website redesigns fail commercially is SEO equity loss. Common mistakes: URL restructure without 301 redirects (loses all backlink authority), content trimming during migration (deletes long-tail-ranking pages and their traffic), changing meta titles on already-ranking pages (loses CTR even at same position), removing internal link anchors. Our process audits every URL with impressions in Google Search Console, plans the redirect map, preserves meta on ranking pages, and reviews internal linking patterns to keep PageRank distribution intact.
B2B website redesign — frequently asked questions
6-10 weeks for a typical 15-30 page B2B marketing site. Discovery and research: 2 weeks. Design: 2-3 weeks. Engineering: 2-3 weeks. Migration and 301 redirect QA: 1 week. Launch and 2 weeks of monitoring: included. Larger sites (50+ pages) or multi-language take 12-16 weeks.
Not with our process. We audit every URL with impressions in GSC, plan 301 redirects for any URL changes, preserve meta titles on already-ranking pages, and verify in GSC for 2 weeks post-launch. The #1 reason redesigns fail commercially is SEO equity loss — and the #1 mitigation is auditing every URL before touching anything.
30-60% lift on hero CTA conversion is typical when the old site has not been A/B tested. 15-25% reduction in pricing page bounce is typical with proper tier comparison and friction reduction at signup. Specific numbers depend on baseline quality — sites with already-tuned funnels see smaller lifts (10-20%); sites with no prior CRO see 50%+.
Default: Next.js with WordPress as headless CMS for content-team velocity. Astro for static-leaning marketing sites. WordPress block-based for clients who want native WP editing. We do not use site builders or low-code platforms — they limit conversion optimization flexibility at the 3-year mark.
Range €18k-€55k for the build, depending on scope, integration count, and content production. Fixed-price after 2-week discovery sprint. Monthly retainer post-launch: €2-5k/month for ongoing optimization and content cluster expansion. We do not do estimate-then-bill.
Yes — content audit, content migration with QA, and SEO equity preservation are all included. For sites with 100+ pages we sometimes scope content production separately (writing new copy is a different engagement than migrating existing copy). Migration and 301 redirect QA are always included in the base engagement.