A redesign is easy to judge on looks and hard to judge on results, unless you decide in advance what results you expect. Every website we build starts with a short list of outcomes, and we measure against that list for months after launch. Here is the framework.
Before launch: record the baseline
You cannot show improvement without knowing where you started. In the month before a new site goes live, we record:
- Organic search visitors per month and the keywords bringing them in.
- Leads per month, split by form, phone, and booking.
- Conversion rate: leads divided by visitors.
- Page speed scores on mobile for the home page and top service pages.
- Rankings for the handful of searches that matter most, such as your main service plus “Calgary”.
At launch: protect what already works
Most lost traffic after a redesign comes from broken URLs. We map every old page to its new equivalent, set up redirects, and submit the new sitemap to Google on launch day. The goal for the first month is simple: no drop in search traffic.
Months one to three: watch conversion
Design changes show up in conversion rate first. If the same number of visitors now produce more enquiries, the new site is doing its job. This is where clear calls to action, faster pages, and shorter forms pay off. We review the numbers with clients every two weeks during this period and adjust copy or layout where a page is underperforming.
Months three to twelve: watch search growth
Search engines take time to reward better structure and content. By month three, we expect to see new pages ranking and the keyword list expanding. By month six, organic visitors should be measurably higher than the baseline. If they are not, we look at content gaps and technical issues rather than waiting.
What “success” looks like in numbers
We avoid promising specific percentages because every business and market is different. What we do commit to is the measurement itself: a dashboard you can open any day that shows visitors, leads, and conversion rate against the pre-launch baseline. If the numbers are moving the right way, you know the investment is working. If they are not, you know exactly where to look.
If you want help turning these ideas into a website that actually produces leads, see what we do or get in touch. We work with startups and established businesses across Calgary.
