‍

‍

As an experienced digital strategist, I’ve seen how a website revamp can either elevate a brand or wreak havoc on its online presence. Imagine expecting a surge in traffic and conversions — only to watch your numbers plummet overnight. This was the reality for some of our clients, who faced significant drops in traffic, conversions, and revenue due to missteps in their website overhauls.

‍

‍

‍

‍

A word from Google

Website revamps inevitably impact rankings, as Google’s search advocate John Mueller warns: “You can’t change everything and expect folks to act like nothing changed.”

But the goal isn’t to make it seem like nothing changed. Your audience should recognize that your new website is designed to serve them better — without losing the elements that made it successful in the first place.

‍

Website Revamp: A Double-Edged Sword

A website revamp means redesigning, restructuring, and sometimes even migrating to a new platform. This could involve changing website builders, URL structures, and overall site architecture.

For example, let’s say your brand has outgrown WordPress, and you decide to rebuild on Webflow. Your internal team loves the fresh look, but without proper execution, your organic search performance could take a hit.

The decision to revamp should be based on your business’s market position and risk tolerance. If you have strong SEO rankings, a slow and calculated approach is ideal. If you’re starting fresh, you have more freedom to experiment.

Let’s explore three real-life cases that demonstrate the risks of website revamps.

‍

Case #1: The Catastrophic 73% Drop and Slow Recovery

The Mistake:

A client wanted a fresh website with new landing pages and removed outdated content. However, they neglected SEO best practices, launched the new site before migrating URL structures, and delayed implementing redirects for eight weeks. Worse, they removed their top-ranking content.

‍

The Outcome:

The result? A massive 73% drop in traffic, which still hasn’t fully recovered after seven months.

Key Takeaways:

• Always migrate your URL structure correctly.
• Implement redirects immediately, not weeks later.
• Preserve high-performing content whenever possible.

‍

Case #2: The Rollercoaster Ride

The Approach:

This client took a more cautious approach, consulting multiple agencies (including ours) to ensure a smooth transition. Despite careful planning, they still faced an initial 40% traffic drop.

The Silver Lining:

Three months later, traffic bounced back to pre-revamp levels, with a steady 30% month-over-month growth. The new design improved aesthetics, user experience, and conversions.

Key Takeaways:

• Even with expert guidance, expect short-term fluctuations.
• A well-executed revamp can lead to long-term growth.

Case #3: Redesign Leads to Plummeting Conversions

The Expectation:

A sleek new design should enhance user experience and increase conversions, right?

‍

The Reality:

Despite following best practices — retaining the original URL structure and implementing proper redirects — this client still saw a major drop in conversions. The culprits? Slower page speeds, altered H1s, and shifting content structure.

‍

The Recovery:

The client is showing signs of improvement, but the full impact remains uncertain.

Key Takeaways:

• Technical SEO (speed, headers, structure) is just as important as aesthetics.
• Even minor changes can impact rankings and conversions.

‍

The Better Way to Migrate

Every business must refresh its digital presence to stay competitive. But how you approach a revamp makes all the difference.

‍

Two Proven Strategies:

1. Lift & Shift — Best for new businesses with minimal SEO reliance. The entire site is rebuilt and launched in one go.

• Keep URL structures consistent.
• Implement proper redirects.
• Prioritize fast-loading, user-friendly designs.

‍

2. Boil the Frog — Best for established brands with a loyal audience.

• Introduce changes gradually to avoid alienating users.
• Maintain familiarity while improving navigation and aesthetics.
• Continuously test and refine based on user feedback.

‍

The Uncomfortable Truth

No website revamp is risk-free. Even with a solid strategy, there will be short-term dips in traffic and rankings. However, with my digital strategy and SEO expertise, I help businesses minimize these risks and execute revamps that lead to long-term success.

A website refresh isn’t just about aesthetics — it’s about maintaining the hard-earned trust of your audience and search engines. With careful planning and execution, your business can grow without sacrificing visibility and conversions.

‍

‍

Aram Andreasyan
Industry Leader, Design Expert

‍