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Somebody Digital dog considers the benefits of website iteration versus redesign

Redesigning a website is a major undertaking. Whether for a new brand identity, technical updates, or performance goals, businesses often face the dilemma of iterating on their existing site or starting afresh. While launching a brand-new website may seem like an exciting opportunity for a complete overhaul, the practical and strategic benefits of improving an existing site often outweigh the risks of starting from scratch.


The experts at Somebody Digital recently discussed why it is typically easier, more efficient, and more effective to improve a website than to build a new one, drawing on their decades of experience in digital marketing.

The Case for Incremental Website Improvement

Improving an existing website allows businesses to build on a solid foundation, preserving elements that already work well while addressing areas that need enhancement. Michael McCann, Head of CRO, highlights this approach by pointing out that “the trade-off on a new website versus iterating what you have is time and cost.” A complete rebuild can paralyse other initiatives, such as launching new landing pages for paid media, while the build is in progress, resulting in lost opportunities.

 

Incremental changes, on the other hand, offer measurable performance improvements over time without disrupting day-to-day operations. “Iterate your way to this,” says Michael. “Focus on gradual improvement rather than a dream website for one person.” This approach ensures continuity, minimises risk, and keeps your website aligned with your evolving business objectives.

The Value of Historical Authority in Website Redesign

One of the most compelling arguments for improving an existing website, from an SEO perspective, is the preservation of historical authority. Websites build authority over time through search engine rankings, backlinks, and user trust. Starting with a clean slate jeopardises this hard-earned equity. Stephan Marais, Head of SEO, warns that “if it took you eight years to build that authority, it would take you much longer to rebuild that from scratch.”

 

When a website is redesigned or replatformed without careful planning, it risks losing valuable SEO equity. Stephan emphasises the importance of redirecting old pages to ensure continuity: “We need to direct a page or piece of content to what it was before to not lose the SEO juices.”

The Risks of Starting Over with a Website Redesign

Building a new website comes with its own set of challenges and risks. Cristiano Winckler, Director of Digital Operations, advises that businesses should first clarify why they are making changes: “Are you making technical changes, or are you just looking at design? If you don’t fix technical issues, you struggle for months to get things done because they don’t fix the core elements of the website.”

 

Without proper planning, a new website can inadvertently compromise paid media performance too. Florian Tomko, Senior PPC Manager, highlights a common pitfall: “The new page is clean but has no substance. All those essential landing pages for long-tail keywords that brought in converting traffic from paid media are gone, and it’s always a struggle to get them back.”

 

Florian also flags that technical glitches can wreak havoc during a launch. “Conversion tracking IDs break because someone forgot to update them,” he says. These common oversights can result in data inconsistencies and a negative performance cycle.

Collaboration Is Key to Website Improvement

One of the challenges with building a new website is ensuring alignment across teams. Successful websites require input from SEO, CRO, design, and development experts. However, as Stephanie Walters, Head of B2B Marketing and Business Development, points out, “the perception of leadership about websites is that it’s a vanity item.” This often leads to decisions driven by aesthetics rather than performance.

 

To avoid such pitfalls, stakeholders must work together from the outset. Tobias La Cour, Co-Founder, stresses the importance of early collaboration: “Including developers and SEO people from day one when you design ensures the foundation is solid.” This holistic approach is often overlooked, leading to silos and inefficiencies.

The Drawbacks of a Full Website Redesign

A full rebuild often consumes significant time and resources, putting other projects on hold. John Wilkes, Co-Founder, notes, “A new website can take a year to complete, during which time everything else gets paused.” This extended timeline means businesses lose agility and the ability to respond to market changes.

 

Even after launch, many new websites fail to deliver the expected results. Michael reflects on this common scenario: “Quite often, we see people who do all of that and get nothing better — worst case, a decrease in performance.”

Lessons from E-commerce Giants: How to Improve Website SEO Without Rebuilding

E-commerce leaders like Amazon provide a clear example of why iteration is often the better choice. “Most successful e-commerce sites don’t do complete overhauls,” says Michael. “Amazon, for example, has made massive changes over the years, but they’ve done so incrementally. They’ve never done a complete redesign because it’s not necessary.”

By making gradual updates, Amazon preserves functionality, maintains user familiarity, and ensures continuous performance improvements. This strategy underscores the value of iteration over rebuilding.

A Balanced Approach: Iteration with Strategy for Website Redesign

While there are cases where a full rebuild is justified, these should be the exception rather than the rule. A balanced approach involves identifying specific pain points and addressing them strategically. As Cristiano advises, “If you’re unhappy with performance, ask: What are the KPIs you’re trying to improve? Do you need a whole redesign, or just rework those two pages?”

Incremental improvements can also be conducted in parallel with larger projects. Wilkes suggests, “If you’re doing iterative testing and getting increases in paid media performance while holding SEO performance, you can work towards the overhaul gradually.”

Best Practices for Website Improvement: How to Improve My Website

To maximise the effectiveness of incremental improvements, businesses should follow these best practices:

  1. Involve Stakeholders Early Ensure collaboration across teams from the start. Align on goals and priorities to avoid conflicting recommendations.
  2. Preserve SEO Equity Redirect old pages and maintain URL structures to retain authority and rankings.
  3. Focus on Performance Make data-driven decisions based on KPIs such as conversions, page speed, and user engagement.
  4. Test Incrementally Roll out changes in stages, testing their impact before full implementation.
  5. Plan for Continuous Updates Treat your website as a living entity that requires ongoing care and optimisation. As Walters puts it, “the website always needs love.”

To redesign a website, or iterate the one you have?

Improving an existing website is often easier, more cost-effective, and less risky than building one from scratch. Incremental changes allow businesses to preserve historical authority, maintain performance, and adapt to changing needs without disrupting operations.

 

While there are scenarios where a full rebuild is necessary, these should be approached with caution and strategic planning. By leveraging the insights and expertise of SEO, CRO, and development teams, businesses can achieve their goals more efficiently and effectively.

 

As McCann aptly sums up, “The only reason to launch a new site is performance. If that’s the goal, make sure every decision aligns with it.”

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