The short answer: A relaunch is usually worthwhile when several areas no longer fit at the same time: outdated technology, content that no longer reflects your current offer, and usability that causes problems on smartphones.
If the problem only affects one area, targeted improvements to the existing website are often enough.
Relaunch or rework: the difference
With a relaunch, the website is fundamentally renewed – usually with a new structure, new design and often new technology. With a targeted rework, the foundation stays in place and individual areas are improved.
| Relaunch | Targeted rework | |
|---|---|---|
| Scope | structure, design and technology are renewed | individual content, pages or features |
| Makes sense if | there are several fundamental problems | the foundation still fits |
| Effort | higher, including planning the switch | lower, possible step by step |
Technology: warning signs you should know
Technical problems are often the first reason to think about a relaunch. Typical warning signs are:
- The website isn’t encrypted, or the browser shows warnings.
- The system in use or its extensions no longer receive updates.
- Pages load noticeably slowly, especially on smartphones.
- The layout on small screens is broken.
- Simple changes are only possible with a lot of effort.
- You’re tied to a provider you’re no longer happy with.
The free website check gives you a first technical impression. Among other things, it checks HTTPS, security headers, SEO details and indications of loading speed.
Content: does the website still fit your offer?
Businesses evolve, websites often stand still. So check honestly:
- Are all current services described, and have outdated ones been removed?
- Do the photos still show your current team, premises and work?
- Are prices, opening hours and contact details correct?
- Does the copy speak to the customers you want to reach today?
If only individual pieces of content are outdated, they can usually be updated without a relaunch.
Usability: do visitors find what they’re looking for?
A simple test quickly shows how well your website works. Take your smartphone and complete these three tasks:
- Find a specific service and its key information.
- Call the business via the website.
- Send an enquiry via the contact form.
If any of these tasks takes longer than expected, or you have to zoom and search, visitors feel the same. Ideally, also ask someone who doesn’t know your website to do the test.
Decision guide: relaunch or targeted improvements?
| Situation | Recommendation |
|---|---|
| Individual texts or photos are outdated | update content selectively |
| Design fits, technology is outdated | consider a technical rework |
| Broken smartphone layout and outdated content | a relaunch usually makes sense |
| Website can hardly be maintained any more | consider a relaunch |
| Good Google rankings, but an old design | relaunch with careful planning of the switch |
How to make sure nothing gets lost in a relaunch
A relaunch is an opportunity, but it can also cost you what already works if it’s poorly planned. Keep these points in mind:
- Make a list of all existing pages and their addresses.
- Keep content that works well instead of rewriting everything.
- Permanently redirect old addresses to the matching new pages (301 redirect).
- Make sure your domain and email inboxes keep working during the switch.
- Test forms, links and the layout on all devices before going live.
- After the switch, check in Google Search Console whether the new pages are being indexed.
Good rankings can fluctuate temporarily after a switch. Redirects and carried-over content reduce this risk, but cannot rule it out.
How a relaunch works with me
First, we check together which content and features of your current website can be carried over and what should be redesigned. My quote for the relaunch is based on this. After that, it continues in four steps:
- Consultation & quote: We discuss goals, content and features. You receive a binding quote and an agreed schedule.
- Page structure & design: I plan the pages and ways to get in touch and create a first design draft.
- Development & feedback: I build the website, you review the draft and give feedback.
- Review & launch: I check features, links and display. After your approval, the new website goes live.