The short answer
A website redesign typically covers: discovery and audit, UX and information architecture, design mockups, development, content migration, SEO redirect mapping, QA testing, launch, and post-launch support. What is usually not included: original content creation, paid ad setup, CRM integration, and photography.
The longer answer
Most web design proposals bundle deliverables into phases. Understanding what each phase produces helps you evaluate whether a proposal is complete — and spot what might be missing.
What should be included
Discovery and Audit
Review of existing site analytics, user behavior, technical issues, and SEO performance. This shapes everything that follows.
Strategy and Information Architecture
Sitemap planning, page hierarchy, and conversion flow decisions before any design work begins.
Design Mockups
Visual designs for key pages — typically homepage, interior page, and mobile views. Usually includes one or two rounds of revisions.
Development Build
Converting designs into a live, functional site with CMS, responsive layouts, forms, and any agreed integrations.
SEO Migration
301 redirect mapping for changed URLs, on-page meta tags, structured data, and sitemap submission. This step protects your existing organic rankings.
QA and Launch
Cross-browser testing, mobile testing, performance checks, and a coordinated launch process to minimize downtime.
Post-Launch Support
A defined window (typically 30 days) for bug fixes and minor adjustments after the site goes live.
What is often NOT included
- Original content creation — copywriting and photography are almost always scoped separately
- Paid advertising setup — Google Ads, Meta Ads, and tracking pixels are not part of a design project
- CRM integration — connecting to Salesforce, HubSpot, or similar tools often requires separate scoping
- Ongoing SEO — the redesign sets the SEO foundation; ongoing monthly SEO is a separate retainer
- Logo design or brand identity — unless explicitly included in scope
Common variations
Is a redesign different from a refresh?
A refresh typically means updating visuals and copy on the existing platform. A redesign means rebuilding the information architecture, design system, and often the platform itself. Redesigns are more expensive but more comprehensive.
Do I lose SEO rankings during a redesign?
You can lose rankings if URL changes are not properly redirected or if technical SEO is not migrated correctly. A proper SEO migration plan — built into the project — prevents this. Ask any prospective agency how they handle it.
Why this matters for your business
A poorly scoped redesign creates surprises: unexpected costs, missing SEO redirects that tank your rankings, or a launch that breaks forms and contact flows. Getting the scope right upfront means no surprises at invoice time.
Our redesign process at Verlua includes all seven phases above as standard scope. You can see our design and UX services for detail on the process, or explore our SEO services to understand how we handle the migration component.
Next steps
- 1.When reviewing agency proposals, check whether SEO migration and post-launch support are explicitly listed. If they're absent, negotiate them in before signing.
- 2.Book a call to get a scoped redesign proposal with no vague line items.
Related questions
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