Describe the problem in customer terms
An old-looking page may still answer questions and receive useful enquiries. A newer-looking site may confuse people about what is sold. Describe the problem as an observable journey: customers cannot find a service, mobile forms are difficult, the offer has changed or the contact route does not work.
Check what is worth preserving
List useful pages, genuine work examples, working contact routes and the domain or search presence attached to existing URLs. Look at available enquiry or search data where access exists. Preserving useful material can save work and reduce avoidable disruption.
Choose a focused refresh when the foundation fits
A refresh can suit clearer copy, stronger photography, a more prominent action or improvements to a small set of pages. It works best when the existing structure and platform can support the business goal without adding awkward workarounds.
Choose a rebuild when the requirements change
A different service structure, ordering model or custom workflow may need a new foundation. Confirm feasibility before assuming a feature can be added to the current platform. Rebuild scope should include content decisions, URL changes, forms and account ownership.
Plan the transition before a live switch
Agree who controls the domain, email records and hosting. Map important old URLs to the relevant new pages where appropriate. Test contact actions and identify a recovery route. A launch is a business change as well as a visual change.
Your practical checklist
- Name the actual customer problem.
- Inventory useful content and URLs.
- Check platform and account access.
- Agree refresh or rebuild scope.
- Plan contact, redirect and launch checks.