Corporate website redesign: a practical guide to design, SEO and conversion

Looking dated is not a complete project brief. A redesign should connect to concrete problems such as poor lead quality, weak mobile UX, slow performance, missing content, difficult management or a brand position the current site no longer reflects.

Bringing sales, marketing and operations into discovery prevents the website from being treated as a surface owned by communications alone.

Navigation should not merely mirror the company org chart. The problems users are trying to solve and the language they search with need to meet in the same page architecture.

A clear intent, one primary H1 and a contextual CTA for each core service provide a stronger foundation for both SEO and conversion.

Design decisions made around placeholder copy often break when real content arrives. Heading length, evidence, screenshots and CTA language should inform the wireframes.

Rather than forcing every reference image into the same card, present browser screens, devices, dashboards and vertical creative in compositions that match their native context.

Core Web Vitals, keyboard access, contrast and reduced motion are not details for the last week. They should constrain component and media decisions from the beginning.

The new site should not replace production until staging approval, legacy redirects, analytics validation and form testing are complete.

In the first weeks, monitor 404s, form failures, crawl behaviour and user journeys, then prioritise the next backlog using evidence.