How to Redesign Your Website Without Losing Traffic or Sales

No matter how good your design is, eventually it will get old, and you’ll want to update it. Every time you release a new design, what’s the number one question that goes through your head?

It’s: “Am I going to lose traffic or sales?” Right?

It’s a legitimate question because 7 out of 10 marketers who release a new design see a decrease in either traffic or sales. It happens so often that everyone is now afraid to update their designs.

In order to help you, I’ve created an infographic that will show you how to redesign your site without losing sales or traffic:

Click on the image below to see a larger view:

How to Redesign Your Website Without Losing Traffic or Sales

Click here to view an enlarged version of this infographic.


Don’t be afraid to make drastic changes with your site design. Fear will just cause your business to become stagnant. Just as it is important for you to continue to improve your traffic, it’s important for you to continue to adjust your design so you can maximize your conversion rate.

What things should you look at when redesigning a website? 

Embed This Image On Your Site (copy code below):


  1. I find the best way to redesign a site without losing traffic or sales is to involve existing visitors and customers in the feedback process so you don’t alienate them with the new design.

    • Luke, that’s a great point. Using a tool like Qualaroo can all you to survey visitors on specific design elements. The best feedback, as you mentioned, comes from visitors.

  2. This is so important, and I’ve found a lot of companies don’t consider the effects a redesign will have on their site. Our value is in how satisfied our clients are, and losing 30% organic traffic because of a lazy process is not an option for us.

    What I’ve found though, is that companies usually don’t see the value in the added work/time to do this correctly unless they choose not to do it correctly. Then, the client is unsatisfied with the drop in performance after investing in a redesign.

    This is why we are a little picky on who we do business with. Doing a meticulous migration without losing the herd is essential for companies that rely on internet business.

    • Ryan, sounds like you have the right idea. It’s all about making sure the process is flawless. I think following a trusted blueprint, like the one outlined in the infographic, provides the best results. If you have any other data on your insights I would love to hear !

  3. Fenja Villeumier :

    Hi Neil,

    that is a great infographic on an all-time current topic. I think it is very important to always keep the new opportunities in mind that such a redesign offers and indeed there are many of them as you’ve just shown us!

    In my latest blog experiment on how to increase traffic to one’s website ( I come to the very same conclusion that keywords and the process of content conception/optimization in general can have amazing positive effects on your visitor numbers.

    I also agree with Luke on involving the customers in order to optimize their user experience and make them part of the process as well. Interaction and engagement should be the goal of any website, I guess.

    Cheers, Fenja

    • Fenja, thanks for sharing these insights. You are spot on in your assessment. Ideally you want to migrate all of the positive link value and content to your new site without causing a dramatic loss in traffic. Luke, definitely touched on a great point when he mentioned asking your visitors for their feedback.

  4. Hey Neil,

    Thank you for releasing this article at the right time when am considering redesigning one of my ecommerce websites.

    I have been able to learn alot from today’s infographic.

    You are awesome, Neil.

    Oloyede Jamiu

  5. Hi Neil:

    Nice timing. This is a topic I have on my current list of maybe to-dos. It depends on what I learn.

    Anyway, one aspect of website redesigning which I have not found much material on pertains to mobile websites. On the one hand, Google prefers longer content. On the other, mobile users like shorter content. How does one design a website to do both?



    • Carlos, that’s a great question. Here is an article that touches on the points you mentioned:

  6. Farcas Gelu Danut :

    I love your inforgrafic, you have good designer. 😉

  7. Thanks for the good article. This is something many companies forget to consider. I love your info graphics. Do you make them yourself?

  8. I’m not sure I understand.

    If I decide to change my Theme on WordPress, will I lose traffic?

    • Luke, you will lose traffic with any design changes essentially. That’s why it’s essential to follow the steps outlined in the infographic to mitigate damage.

      • If the theme is changed as part of the redesign Neil, do you recommend trying out a mirror version on a local host before implementing it on the live site?

  9. Hey Neil,

    I was hoping to pick your brains on this exact topic: I have a website that has a static homepage and I really want to update it to a newer theme, possibly the genesis framework theme but i’m terrified of a ranking drop after having worked so hard to build it up.
    The issue is my website has a static homepage with lots of links to other pages and I suspect this is feeding much of the link juice to them – I want to change the homepage to a blogroll and the concern here is the rankings will tank if I do this – Any advice on what the best course of action is? I’m stuck with this single theme otherwise and its the basic one I started out with..It needs a change I think!
    Thanks for taking the time to post this advice too, very helpful,

    • Hey Saj

      You shouldn’t change your home page to blogroll. You should turn it into a landing page to collect emails. Make sure you optimize it for the same keywords.

      Then just follow rest of the the instructions in the infographic to maintain as much of your traffic as possible.

      • Hey Neil,

        Thanks for taking the time to reply I will give it some thought! Appreciate it and the work you put in to spread SEO knowledge! I’m learning it in my spare time but its been…life changing to say the least.


  10. Hello Neil,

    Fantastic post indeed. I think redesigning in wordpress will not effect our traffic.

    By the way, nice infographic. Thanks for sharing.

  11. Neil, thanks for the infographic.

    By the way, one of drastically bad examples of redesign shows domain registrar and hosting company

    I could not figure out a simple thing in their new user interface.
    And this is considering the fact that I have a programming background! haha

    And I’m not alone, as I see in the forums. A lot of people resent about what the heck they did 🙂

    • Michael, you bring up a great example. It’s easy to lose a ton of traffic and prestige in the industry if you don’t migrate properly. That’s why it’s important for people to follow the right procedures.

  12. Neil,

    Interesting stuff. The idea is to “redesign your site without losing sales or traffic”, how worthy is the case study near the end that shows that website 2 suffered a 4% decrease in traffic?
    I appreciate that it’s dependent on how extensive url changes are (amongst other things), but is it completely unrealistic to aim for zero loss?


  13. Hi Neil:

    Thanks for sharing the link regarding short vs long content. I understand a combination is most likely the best approach, especially given Google’s many permutations.

    However, in terms of mobile SEO, it does not seem for longtime, aged websites with a lot of long content, a responsive mobile design wouldn’t work.

    So redesigning a website to include mobile would have to take another track. Most likely a separate mobile site. The question then becomes how do you best optimize a separate mobile site for SEO so it has a chance one day to rank in the SERPS?

    If the newer mobile site is going after the same people market, just in a mobile search capacity, this becomes an even harder issue to figure out.

    Thanks again,


  14. I meant to write:

    “However, in terms of mobile SEO, it does not seem for longtime, aged websites with a lot of long content, a responsive mobile design would work.”


  15. Mustafa Gaziani :

    Hi Neil,

    Thank you for sharing this infographic. I always find a way to rebuild my website without loosing traffic and now I’ve a bright chance to do it easily. This all happen only with your mindblowing ideas.

    Thanks once again.

  16. Hello Neil,

    looks like my comment is lost or deleted. I would like to know, what do you think in my case: I fear a relaunch, cause i do not only change the design, but also want to change some texts and headlines heavily. Isn’t that a bit risky for keywords, where i rank very high?


  17. Hi Neil.

    That’s a very nice article from you.I always got worried whenever I even think to redesign my website cause it may cause me losing my website traffic.Thanks for this post and yes great infographic.


  18. This is just another great article you made here posted…thanks for providing this neil…most appreciated…

  19. That’s true Neil. In this month only, I made changes to my blog design and so far my blog traffic is less than what it was before design changes.

    No doubt after the changes, blog speed has impoved and I’m hopeful in the next one month type, I should reach to my old traffic level.

  20. nice info Neil, i’ll try it

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