Redesigns go wrong for predictable reasons: unclear goals, no content plan, and nobody owning the SEO migration. Here is how to brief for a smooth one.
Define the job the site does
Is it a lead engine, a brochure, a shop? Agencies design differently for each. Put your primary conversion in the first paragraph of the brief.
Protect your organic traffic
- Require an SEO migration plan with URL mapping in the proposal.
- Crawl the existing site before kickoff so nothing is lost.
- Keep staging noindexed — and check it again at launch.
Budget honestly
UK brochure sites run £5k–£25k at a good agency; e-commerce and bespoke builds go well beyond. Content, photography and integrations are usually extra — ask for them as line items.
Choose on process, not portfolio
Pretty portfolios hide painful projects. Check AgencyScore reviews for comments on communication and delivery, and ask agencies how they handle scope changes before you sign.