Burroughs Digital provides website redesign services — rebuilding your web presence without sacrificing what the old one earned. That second clause is the entire discipline: a redesign is the single most common way businesses accidentally destroy their own search traffic, because rankings live at URLs, and redesigns change URLs. The industry is full of businesses whose beautiful new site launched to a 60% traffic drop nobody warned them about.
At Burroughs Digital, that failure mode is engineered out: website migration SEO is a built-in component of every redesign, not an add-on — full URL mapping, 301 redirects, pre- and post-launch audits, and monitoring through the critical window. The new site inherits everything the old one earned. Then it improves on it.
When a Redesign Is Actually Due
Not every dated site needs replacing, and per house rules we’ll say so when yours doesn’t. The genuine triggers:
The site embarrasses the business. Your work has grown past your web presence — customers arrive from referrals despite the site, not because of it, and you hesitate to send prospects there.
It can’t do its job on a phone. Local traffic is majority-mobile; a site that pinches, squints, or hides the phone number is losing calls daily.
Speed is structurally broken. When the foundation — bloated theme, plugin archaeology, page-builder weight — caps performance, optimization hits its ceiling and rebuilding beats patching. The audit tells us which side of that line you’re on.
The platform is the ceiling. Builder-platform sites that hit their SEO limits, proprietary systems nobody can edit, or a CMS the business has outgrown — redesign is often really a replatform to WordPress ownership.
It generates nothing. Traffic without leads means the conversion architecture is wrong — sometimes fixable in place through CRO, sometimes evidence the structure needs rebuilding around how customers actually decide.
How a Burroughs Digital Redesign Runs
Baseline first — always. Before anything is designed: every URL inventoried with its rankings, traffic, and backlinks. This manifest is what makes “nothing was lost” a verifiable claim instead of a hope, and it doubles as the discovery data that shows what the old site did well — which a redesign should keep, not discard.
Architecture informed by evidence. The new sitemap built from keyword research and the old site’s performance data: pages that earned rankings get honored destinations; gaps the old structure never served get pages at last.
Design and copy for the current business. Founder-built on WordPress, mobile-first, to our standing speed and conversion standards — with copywriting refreshed alongside, because a new design wrapped around 2019’s words is half a redesign.
The migration spine. URL map completed, 301s implemented and tested pre-launch, staging noindex verified removed (the classic self-inflicted wound), schema and analytics carried over, and Search Console watched daily through launch weeks. The full migration SEO protocol, standard.
Post-launch reconciliation. The manifest checked against reality — rankings, traffic, and conversions reported against the pre-redesign baseline per our process. A redesign here ends with evidence, not applause.
Redesigns are scoped per project — typically $5,000–$15,000 depending on size and replatforming needs, detailed on the pricing page. If your last redesign already cost you rankings, the recovery path runs through the same discipline: contact us and bring what you know; the crawl archives usually know the rest.
Website Redesign — Frequently Asked Questions
Handled correctly — full URL mapping, 301s, parity checks, monitoring — rankings transfer, with a brief settling period of normal fluctuation. The horror stories all trace to skipped steps, which is why the steps aren’t optional here.
Yes — redesigns aren’t all-or-nothing. Strong content and structures that earn their place get preserved and reskinned; the baseline data identifies exactly which parts those are.
Typically 6–10 weeks: baseline and architecture, design, build, migration prep, launch. Replatforming and large sites run longer; the scoping call sets an honest schedule.
Usually recoverable, and sooner is better — old URLs’ equity fades the longer they point at nothing. We reconstruct the pre-redesign URL set, build the redirect map retroactively, and monitor the climb back.