How we managed a complex ecommerce website redesign while protecting search visibility and future growth

Sector

Ecommerce

Services delivered

Website redesign, project management, content audit, content strategy, redirect planning, SEO consultancy, Google Ads landing page, cross-team delivery management

The Challenge

A leading ecommerce business needed to redevelop one of its key websites as part of a wider digital evolution programme.

This was not a routine redesign. The site needed to become the first fully responsive website within an organisation managing a portfolio of more than 10 websites, which meant the project would set the standard for future digital rollouts across the group.

The business needed to improve the user experience across devices, modernise the site’s structure and content, and ensure the new website could support both organic search performance and paid landing page activity. At the same time, the transition had to be carefully managed to avoid common redesign risks such as traffic loss, broken pages, diluted SEO value, and misalignment between design, content and technical delivery teams.

The Solution

We led the project from a digital marketing and performance perspective, helping ensure the redesign was not treated as a visual exercise alone, but as a commercially important website transition.

Our role was to bring together content, SEO, paid media requirements and delivery management into a single coordinated plan. That meant auditing the existing website, shaping the future content approach, planning redirects to protect existing authority, and ensuring both the design and development workstreams supported the site’s long-term search and conversion goals.

By acting as the link between design, content and technical teams, we helped the organisation launch a responsive website with stronger digital foundations and a clearer route to future growth.

What We Did

We carried out a full content audit to assess the existing website, identify what needed to be retained, improved, consolidated or removed, and reduce the risk of legacy content being carried into the new build without a clear purpose.

We developed a content strategy to guide how information should be structured on the new site, helping the business create a stronger user journey while also supporting search visibility and commercial relevance.

We planned the site’s redirect approach so valuable existing URLs could be mapped correctly to their new destinations. This was a critical part of protecting organic performance and preserving the authority the website had already built.

We provided SEO input throughout the redesign process, helping ensure that site structure, page intent, content planning and technical considerations were aligned with search performance from the outset rather than being addressed after launch.

We also advised on Google Ads landing page requirements, ensuring the redesigned website could better support paid traffic and campaign activity with more appropriate page planning and destination experiences.

Alongside the strategic work, we managed coordination across the design, content and technical teams to keep the project moving, reduce friction between stakeholders, and ensure key digital marketing considerations were reflected in delivery decisions.

Why It Worked

This project worked because the website redesign was managed as a performance-led migration rather than a design-led rebuild.

Too many website relaunches focus on appearance first and deal with SEO, redirects, paid landing pages and content structure too late. In this case, those elements were considered early enough to influence the project properly.

By combining project management with digital marketing expertise, we helped the client make better decisions throughout the redesign process. The result was a more joined-up delivery approach, where user experience, search visibility, content quality and campaign readiness were all considered together.

Just as importantly, the project created a blueprint for future websites within the wider organisation. As the first responsive site in a large portfolio, it needed to do more than launch successfully. It needed to establish a stronger model for what good digital delivery looked like across the business.

The Result

The business launched a key ecommerce website on a responsive framework that was better aligned with modern user expectations and better prepared for future digital growth.

The project delivered a clearer content structure, a more controlled migration approach, stronger SEO protection, and improved readiness for paid campaign landing pages. It also gave the organisation a more robust delivery model for future website redevelopment projects across its wider portfolio.

For businesses managing complex redesigns, this project shows the value of combining website project management with SEO, content strategy and digital marketing oversight from the start.