Website redesign services
We redesign websites for brands whose product is visual: furniture, interiors, architecture. Before we quote a rebuild, we check whether you need one. Often you don’t: a two-week upgrade from $900 (about £680) is enough. Below: how to tell which case is yours, what we measured on our own sites, and how to keep your Google rankings when a site does get rebuilt.
Do you need a website redesign?
You need a full redesign only when you cannot change the website you have. If it looks dated or loads slowly, a smaller fix usually solves it.
01
It looks dated
The pages work, but the design no longer fits your brand.
Usually fixed by a refresh: a new design for the pages people see most, such as home, product and contact.
Quoted after the free review; less than a rebuild
02
It is slow
Images take seconds to appear, the phone version lags.
Usually fixed by an upgrade: lighter images, scripts loaded later, fixes we measure before and after.
1–2 weeks, from $900
03
You can’t change it
Every edit needs a developer, the platform can’t do filters or product choices, or you don’t own the code.
Usually fixed by a rebuild: a new website of the same kinds of pages.
4–10 weeks, from $2,000
Only the third case is a redesign. None of the four top-ranked redesign pages we read in October 2026 says this. We would rather do a two-week job you need than a two-month job you don’t.
Two limits. On a builder such as Wix or Squarespace, the platform controls much of the code, so some speed fixes are out of reach; the free review tells you which ones. And we don’t build online shops with a cart and checkout. If customers pay on your site, we will say so in the review and not take the rebuild.
What we measured on our own websites
On our own website and three sample sites, specific fixes raised the Google PageSpeed score on a phone to 96–100. None of them needed a redesign.
We made all of these changes on one day, 30 September 2026. That is the kind of work an upgrade is. PageSpeed moves a few points between runs, so you can check today’s numbers yourself: umberform.com · VORMLAND · SALTHOLM · TARNHOLM.
What each fix changed, metric by metric →
These are our own sites, not client projects. On yours, we measure first and tell you what the same kind of fixes would change before you pay for anything.
What does a slow website cost you?
On an online shop, each extra second of loading costs sales. Portent’s 2022 study of 20 websites found an average e-commerce conversion rate of 3.05% when a page loaded in 1 second, and 0.67% at 4 seconds.
Each bar is the average e-commerce conversion rate for pages that loaded in that time.
- +8.4%retail conversions, page 0.1 s faster
- 77%of shop traffic from phones
- 56%of shop revenue from phones
Deloitte Digital and Google, 2020 · Contentsquare retail benchmark, 2024
These are averages across many sites. They show the direction, not what will happen on yours. That is why we measure your pages before we change anything.
How do you keep your Google rankings after a redesign?
You keep them with a redirect map, made before the new site goes live. Every old address gets a permanent (301) redirect to the new page with the same content. Without it, Google finds error pages where your ranked pages used to be.
| Old address | Decision | New address |
|---|---|---|
/collections/oak-chairs | keep · 301 | /furniture/chairs/ |
/oak-chair-2019 | merge · 301 | /furniture/chairs/oak/ |
/about-us | rewrite · 301 | /about/ |
/shop | retire · never had content | honest “not found” |
- List every old address from the old site, its sitemap and Search Console, before design starts.
- Decide for each page: keep, merge, rewrite or retire. A page that never had real content gets an honest “not found”. Redirecting it to an unrelated page reads to Google as an error anyway.
- Test every redirect before it goes live. A redirect that ends on an error page is worse than none.
- Check Search Console two and four weeks after launch, and fix any address that still shows an error.
We did this on the website of Render Friends, our sister studio, which we moved from Weblium to new code in 2026. Its 21 old addresses each redirect to their new page. One small settings change would have sent all 21 into an error: the server added a slash to the end of each address before it read the redirects. We caught it by testing all 42 address forms, with and without the slash, before the change went live. An old shop page that never had products got an honest “not found”. The full step-by-step guide →
Can you redesign a site with large images and keep it fast?
Yes, if every image is prepared for the screen that shows it: the right size, a modern format such as AVIF or WebP, and the first image loaded before the rest. Sizes and weights we use →
- 265 KBvideo cover as a JPEG
- 44 KBthe same cover as a WebP
- 21 KBfirst frame for phones
On TARNHOLM, our furniture sample site, the video cover went from a 265 KB JPEG to a 44 KB WebP. Phones get their own first frame of 21 KB. The first image on the page loads first; the rest wait until the page is ready.
Our sister studio, Render Friends, makes the renders. We build the pages that show them. When a redesign needs new product images, both teams work on it together.
Why work with us on a redesign?
What you can check
- We measure before and after. You see the scores and the list of changes, with dates. The numbers above are ours and you can re-run them.
- Images are our trade. The team that makes the renders is our sister studio, so heavy visuals are planned in from the start.
What you can count on
- Clean code you own. No builder subscription and no plugins to update every month. The first three months of changes after launch are free.
- Price and timeline agreed before we start. A small website starts from $2,000, a full one from $3,300. You approve the scope before any work begins.
Of three reasons to redesign, only one needs a rebuild: you can’t change the site you have.
Upgrade: 1–2 weeks, from $900. Rebuild: 4–6 weeks, from $2,000.
01
How does a website redesign go, step by step?
A redesign of a small website takes 4–6 weeks; a full one with a catalogue or filters takes 8–10 weeks.
- Free review of your current site: what to fix, in what order, and whether you need a rebuild at all.
- Redirect map and page list: what to keep, merge, rewrite or retire.
- Design of each kind of page: home, collection, product, about, contact.
- Build and content move: your texts and images move to the new pages, rewritten where they need it.
- Testing on phones and browsers.
- Launch with every redirect in place, then Search Console checks at two and four weeks.
02
How much does a website redesign cost?
A redesign costs the same as a new website of the same make-up: from $2,000 for a small website and from $3,300 for a full one. An upgrade of the site you have starts from $900. In pounds, at the October 2026 rate of $1 ≈ £0.75, that is about £1,500, £2,500 and £680.
The price depends on the kinds of pages and the logic behind them, not on the page count. Our website cost guide shows the market range and the hours behind our prices.
03
What we won’t claim
Some numbers appear on almost every redesign page. We don’t use them, because we could not find where they come from:
- “Amazon loses 1% of sales for every 100 ms.” We found no study published by Amazon behind it.
- “Walmart gained 2% conversions per second.” The same: no first-party source.
- “A website needs a redesign every 2–3 years.” No study supports a fixed age. A site needs a rebuild when it stops doing its job, whatever its age.
You get a short document: what we would fix, in what order, and an honest verdict, including whether you need a rebuild at all. We do two or three detailed reviews a month, so we reply in order.
Send it with the button on the right→
Questions about website redesign
Will my website drop in Google after a redesign?
Not if every old address redirects to its new page from the day of launch. Rankings can move for a few weeks while Google re-reads the site. We check Search Console at two and four weeks.
Can you redesign a Wix or Squarespace website?
Yes. We build the new site in our own code and move your texts and images. Your domain stays yours, and every old address gets a redirect.
Do you redesign online shops with a cart and checkout?
No, we don't build online shops where customers pay on the site. If yours is one, we will say so in the free review and not take the rebuild.
Is a refresh cheaper than a redesign?
Yes. A refresh changes the design of the pages people see most and keeps the rest, so there is less to design and build. We quote it after the free review.
Do I keep my content?
Yes. We move your texts and images, and rewrite only the pages that need it for search and AI answers.
How do we start?
With a free review. Send us your address and get a short document: what we would fix, in what order, and an honest verdict. We do two or three detailed reviews a month, so we reply in order.