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Website redesign planning and strategy

Redesigning Your Website? Let’s Make Sure You Don’t Start From Scratch

Marketing can feel like a gamble if you’re not sure what’s working. That’s where proper digital tracking comes in. At Must Have Marketing, I take the guesswork out of your campaigns, giving you clear insights into what drives results and what doesn’t.

With the right tools and a tailored approach, I help you see the people behind the numbers. Analytics isn’t just about charts and tables—it’s about understanding your customers’ journey. What are they looking for? Are you making it easy for them to find? Is something stopping them from doing business with you? At Must Have Marketing, I make sure your tracking tells a clear story, one that helps you take action.

Let's See If we're the Right Fit

Don’t Throw the Digital Baby Out With the Bathwater

Not everything on your current website needs to go — and not everything deserves to stay. I do a deep dive into what’s working (and what’s not), so we can keep the content that still delivers value and drop what’s holding you back.

A measured redesign means informed decisions — not starting from scratch.

A Brand Refresh That Reflects Where You’re HEADED

I help clarify your messaging, improve your site structure, and guide the process so your new website feels like a true reflection of your brand today — not just a prettier version of what came before.

Project Management That Keeps Everyone ALIGNED

I act as your lead point of contact — keeping communication clear and your redesign on track, whether I’m working with your developers, designers, or internal team.

Keeping Your SEO Value INTACT

I make sure top-performing pages, keywords, and content don’t get lost in the shuffle. 

SEO is always evolving, and while we can’t future-proof everything, we can make sure your new site is built to keep pace.

Redirects Done RIGHT

Every key page from your old site gets mapped to its new version — so users (and search engines) don’t hit dead ends.

UPDATED Analytics & Tracking

I don’t do guesswork. I use data, research, and years of hands-on experience to build a plan that’s considered, practical, and tailored to your business.

THOROUGH Testing & Quality Checks

Before the new site goes live, I test everything to make sure it works as it should — for both people and search engines.

Why This Matters for Your Business

Why Careful Planning Makes All the Difference
Done right, redirects protect your traffic, trust, and search rankings.

Imagine moving your physical store to a new location without telling your customers or putting up signs—they wouldn’t know where to find you. The same happens online when redirects are mishandled:

Visitors encounter 404 errors, leading to frustration and lost trust.

Search engines struggle to understand the new structure, causing a drop in rankings.

By managing the redesign process with care, I help businesses avoid these pitfalls and ensure their new website launches without a hitch.

What You Gain With a Strategic Redesign

It’s not just a fresh look — it’s a smoother, smarter site that keeps working for your business.

  • Seamless transition to a new site without losing traffic or rankings.
  • Improved user experience with proper redirects and optimised navigation.
  • Ongoing success with analytics and tracking configured for your new site.
The reviews are out!

Hear it straight from satisfied clients

"Since switching our Google Ads management to Allie, she has completely transformed our digital marketing strategy. She manages campaigns for both our eCommerce business and our physical retail store, and the results speak for themselves.

Even with economic challenges over the past few years, our return on ad spend has significantly improved, and we've seen continuous growth. Allie is incredibly proactive, always bringing us fresh ideas and recommendations—not just for digital marketing but for strengthening our brand as a whole.

Most recently, when a major overseas competitor entered the New Zealand market, Allie was instrumental in helping us adjust our ad strategy to stay competitive. Her expertise and strategic approach have been invaluable.

We thoroughly enjoy working with Allie—her knowledge of Google Ads is second to none in the marketing world! On a personal note, she is just a pleasure to deal with also, always friendly and helpful and happy to answer any questions. I highly recommend Allie Dazeley for your digital marketing strategy and Google Ad management."

Katie GeorgeMaintrade Limited

"Working with Allie from Must Have Marketing has been an absolute game-changer. She is a true asset to any company, bringing an incredible mix of diligence, strategic thinking, and a results-driven mindset. Allie doesn’t just get the job done—she goes the extra mile to ensure success, always finding the most pragmatic and effective solutions for every challenge.

Her expertise in analytics, ads management, and integrations makes her the full package when it comes to scaling marketing efforts. Whether it's optimizing ad performance, streamlining integrations, or diving deep into data to uncover opportunities, Allie approaches every task with precision and commitment.

If you're looking for someone who truly understands digital marketing and delivers real results, Allie is the one you need!"

Marketing ManagerSanford Limited

FAQs

Website Redesign Planning Questions, Answered

Why plan a redesign?

A redesign changes far more than how your site looks. Page addresses change, content gets moved or cut, and tracking can break without anyone noticing. Without a plan, a beautiful new site can quietly lose the rankings, traffic and enquiries your old site took years to build. It’s like moving your shop to a new address without telling customers or putting up signs. Planning means you keep what works, drop what doesn’t, and launch with confidence.

It can, if it’s not handled properly. The most common causes are missing redirects, valuable content being removed, and changes to page structure or headings. With careful redirect mapping, content preservation and pre-launch testing, most sites come through a redesign with their rankings intact, and many improve because the new structure is clearer for both people and search engines.

A small, short-term wobble is common while search engines re-crawl your site and process the changes. It should settle within a few weeks. A big or lasting drop usually means something has gone wrong, such as missing redirects, pages blocked from search engines, or lost content. That’s exactly what the planning and testing are there to prevent, and to catch quickly if it happens.

Not necessarily. Not everything on your current site needs to go, and not everything deserves to stay. Some of your older pages may be quietly bringing in a lot of traffic and enquiries. I dig into the data first, so decisions are based on what’s actually performing, not what looks old.

The process

I follow an 8-step framework:

  1. Discovery session. Your goals, current setup, and how the website fits your wider marketing.
  2. Data review & audit. What’s working now, using GA4, Search Console, heatmaps and audience behaviour.
  3. Competitive keyword research. The searches that matter to your customers and your business.
  4. Site mapping. The high-level “floor plan” that simplifies how people move through your site.
  5. Keyword mapping. Each page gets its own focus, so your homepage isn’t doing all the heavy lifting.
  6. Wireframing. Simple page layouts that agree the structure before design starts.
  7. Content strategy & optimisation. On-brand, search-friendly content written for what people are looking for.
  8. Technical setup & tracking. Redirects, analytics and testing, so the new site is ready to be measured from day one.

As early as possible, ideally before your designer or developer starts work. It’s much easier and cheaper to get structure, content and URLs right on a plan than to fix them after the site is built. If your project is already under way, it’s still worth talking. Redirects, tracking and pre-launch checks can still save a lot of pain.

It depends on the size of your site and how much is changing. A small service business site moves much faster than an e-commerce store with hundreds of products. I’ll give you a realistic timeframe once I understand the scope, and I’ll fit in with your developer’s build schedule.

Yes. Avoid launching right before or during your busiest season. If something needs fixing, you want time to sort it before it costs you sales. Avoid launching late on a Friday or just before a holiday, when no one’s around to keep an eye on it. A quieter period with the team available for the following week is ideal.

Redirects and SEO

A redirect automatically sends anyone visiting an old page address to its new one. Without redirects, visitors and search engines hit “page not found” errors. You lose the trust and search value those pages had built up, along with any links pointing to them from other websites. I map every important old page to its best new match, so nobody hits a dead end.

They’re redirected to the most relevant page on the new site, such as a similar service, a category, or an updated version of the content. Only pages with genuinely no traffic, links or value are left to retire.

Keyword mapping gives each page on your site a clear job: a specific set of searches it’s designed to be found for. Think of it like roulette. You wouldn’t put all your chips on one number, so why rely on your homepage alone? Spreading relevance across your site gives you more chances to be found, and stops your own pages competing against each other.

Yes. A domain or platform change carries more risk than a redesign alone, so planning matters even more. Every URL changes, and search engines need clear signals that your business has moved. Redirects, Search Console updates and tracking all need extra care.

Working with your team

No. I’m the strategist and planner, not the designer. I work alongside your designer, developer or internal team. I provide the structure, content plan, keyword mapping and technical requirements, and act as the lead point of contact to keep everyone aligned. If you don’t have a web designer yet, I can recommend people I trust.

Absolutely. That’s how most of my redesign projects work. I give your designer a clear brief and wireframes to build from, and handle the SEO, redirect and tracking side so nothing falls through the cracks.

The planning process works on any platform. Most of my projects are on WordPress and Shopify, simply because that’s what most websites are built on. I’ve also worked on Umbraco, Silverstripe, Magento, Squarespace and Wix, as well as custom-built sites. If your site runs on something else, the same principles apply. Just ask.

Tracking and launch

Tracking is one of the things most likely to break in a redesign, and one of the least likely to be noticed. Forms, buttons and page addresses change, and suddenly your enquiries stop recording. I update GA4, Google Tag Manager and conversion tracking for the new site and test it before launch, so you don’t lose sight of what’s working.

It can. If your ads point to pages that move or disappear, you’ll be paying for clicks that land on errors, and broken conversion tracking can throw off Google’s automated bidding. Because I also manage Google Ads, I make sure ad landing pages are updated and tracking is working before launch.

Before launch, I run thorough testing and quality checks:

  • Redirects work.
  • Pages can be found and indexed by Google.
  • Titles, descriptions and headings are in place.
  • Forms and tracking fire correctly.
  • The site works properly on mobile.

After launch, I submit your new sitemap to Google Search Console and Bing Webmaster Tools and keep an eye out for errors, 404s and traffic changes, so any issues get fixed fast.

Cost and getting started

Every project is different, so I quote based on the size of your site and what’s involved. After a free discovery call, you’ll get a clear quote with no hidden fees. All prices are in NZD and exclude GST.

Book a free 30-minute discovery call. No pitch, no pressure. We’ll talk about where your site is now, what you want it to do, and whether we’re the right fit.

Let’s Talk Google Ads Over a Virtual Coffee

NO PITCH, NO PRESSURE
A well-planned redesign keeps what’s working, fixes what’s not, and launches your site with clear intent. SEO and digital standards will continue to shift — but with the right foundation, your website can grow with your business.
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