Website redesign services explained: what you’re paying for and who to hire
So you've decided. Your website needs a redesign, and you're done putting it off.
Now comes the confusing part. Type website redesign services into Google and you'll get a page full of agencies talking about tech stacks, 5-month timelines, and helping you bring your "digital transformation" to life.
It's hard to tell what you'd actually be paying for, what it should cost, or if any of them even understand a business like yours.
This post is for beauty and wellness professionals who are ready to hire someone. I'll walk you through what a website redesign should include, what the process looks like from the first call to launch day, what it costs, and how to pick the best person for the job.
(And if you're still not sure if you need a full website redesign or just a refresh, start with my post on site refreshes vs. redesigns vs. rebuilds, then come back here.)
What Website Redesign Services Should Include
First, let's get this out the way, a shiny new homepage isn't a redesign. Websites should do more than sit on the internet looking good. Yes, nailing a website's design is important, but website visibility and strategy are what get you clients (so you can spend less time posting about your openings online and more time helping your clients look or feel their best). So whoever you hire, make sure strategy and visibility planning are a part of the process.
Strategy before design
A good redesign starts by figuring out why you need one in the first place.
That means looking at what's not working. Maybe people land on your site and leave, or the inquiries you're getting aren't the right fit. It also means looking at the things that are working, so they don't get tossed out with everything else.
From there, you set goals for the new site. Who are you trying to attract? Has what you want to be known for changed? What's the first thing you want a website visitor to do?
Then it's time to map out how people move through your site, from the page they land on to the moment they inquire or book. Every page, button, and next step should be planned before design starts, not figured out halfway through.
If nobody asks you these questions before they start designing, I hate to break it to you but you're just paying for decoration.
Strategy shapes your copy too. A pretty website is nice but words seal the deal. They have a way of building trust and motivating people to take action in a way nothing else on your site can.
Some web designers have mastered the art of copywriting, some prefer to edit what you write, and some expect you to hand over finished copy. All three options are fine, as long as you know which one you're getting before you sign.
A site that's easy to use (and update)
Around 65% of your future clients are finding you on their phone. So your website needs to be designed with that in mind from the start, not squished to fit after the fact.
I've recently adopted a rule that no matter how well a web design layout works or how cool it looks on a computer, if it doesn't work equally as well on a cell phone, it's a no from me. Honestly, I think more designers should be designing mobile-first anyways, myself included.
When it's time to change a price or add a service on your website, you shouldn't need to email your designer every time. When you're looking for someone to redesign your website, ask what platform they build on and whether you'll get training to be able to make small updates on your own when it's done.
The behind-the-scenes stuff that gets you found
A redesign usually changes your page addresses, and if nobody plans for that, the Google rankings you already have can disappear. Your designer should have a plan for redirects and for keeping the content that's already ranking. (I explain exactly what that plan looks like in my refresh vs. redesign post.)
Another behind-the-scenes thing you'll want to make sure your website redesign includes is schema. It's the background code that helps Google (and AI search tools) understand who you are, what services you offer, and where you're located. Most people have never heard of it, which is exactly why it gets left out. It's part of every website I build now.
Google Analytics and Google Search Console should be connected to your redesigned site before launch. (And if they're already connected, it's important that someone's checking that they stay connected.) Otherwise you'll have no idea if the new site is actually doing better than the old one. Here's how to know if your website is working once Google Analytics and Search Console are set up.
One more thing. You should own your domain and your website, end of story. I've seen agencies offer a lower build price, keep clients locked into a monthly plan, and hold onto the site if the client ever leaves. Not cool. Every client I've ever worked with owns their site outright, so if they never hire me again after the site launches, it's still all theirs.
What to look for when comparing website redesign quotes
Whether you hire me or someone else, here's what to check for in every proposal.
- They ask about your goals and what's working on your current site before they talk design
- There's a plan for redirects and the content that's already ranking
- It's clear who's writing (or editing) the website copy
- The mobile version is designed on purpose, not squished to fit
- Schema markup, Google Analytics, and Google Search Console are included
- You own your domain and website when it's all said and done
- You'll be able to make small updates yourself after launch
What a Website Redesign Looks Like From Start to Finish
Every designer runs things a little differently, but here's what a redesign looks like inside The Rebrand Lab. Use it as a gut check for anyone you're considering.
- Get a quote. The project builders on my web design pages walk you through your page count, copy needs, and site add-ons, so you see a price before we ever talk.
- Hop on a consultation call. Vibe check! We get to know each other and talk through your business, your goals, and what's not working on your current site. This is where we figure out if we're a good fit.
- Lock in your spot. You sign your contract and pay your deposit (or your first Klarna payment). Since I only take on two web design projects a month, this is what holds your spot.
- Look under the hood. I dig into your current site's numbers so nothing that's already working gets lost in the redesign.
- Strategy and copy. We nail down who the site is for and what you want visitors to do, then the words get written or polished.
- Design and build. Your new site gets designed and built behind the scenes. Your current site stays live the whole time, so you're never without a website.
- Launch day. Redirects go in, tracking gets connected, and your new site goes live. During our Handoff Call, I walk you through how to make small changes (think word and picture swaps) yourself.
The part most people don't expect is that you work with me from Step 1 to Step 7. No handoffs to a different designer, developer, or account manager halfway through.
How Much Do Website Redesign Services Cost?
Agency quotes for small businesses can run anywhere from a few thousand dollars to tens of thousands. Most of that range comes down to how many pages you need, whether copywriting is included, and how many people are working on your project.
I price my Workhorse Websites™ by page count, so you're not left guessing. Here's where a few common sizes start.
Copywriting and add-ons (like a blog, an online booking integration, or an intake form) are priced on top of that, and you can see all of it in the project builder.
A one-page site is a great place to start if you want to launch something solid now and add pages later. Plenty of people don't need as big a website as they think.
How long does it take?
Most of my builds take 4 to 8 weeks, depending on the size of the site. If I'm writing your website copy, you can typically add another 1 to 2 weeks.
Paying for it
I offer two ways to pay. You can pay me directly with a 30% deposit to hold your spot and split the rest into whatever installments work for you, all paid before your site goes live. Or you can use Klarna and split the full project into four interest-free payments. Neither option is better. It's just whatever works for your cash flow at the moment.
For a more in-depth look at what drives the price up or down, here's a full guide to how much a website costs for a beauty or wellness business.
How to Choose Who Redesigns Your Website
Building a site from scratch and redesigning one that already has a few years behind it are two very different jobs. Not every great designer is great at both. Here's what to look for.
They ask the right questions
A good redesign starts with your current site, not a blank page. If someone's ready to start designing before they've asked which pages bring in clients or what's already showing up on Google, they're about to throw out the good with the bad. Remember the whole strategy before design part we covered earlier?
They know your industry
A designer who's worked with med spas, estheticians, therapists, or doulas already knows what your clients need to see before they reach out. You won't spend your consultation call explaining what you do and how your process usually works.
They talk about results, not just looks
Ask what changed for past clients after their redesign. More inquiries, better-fit clients, showing up on Google. If all you hear about is colors and fonts, keep looking.
That's the bar I hold myself to. After their redesigns, Vision Towards Peace got 3.5x more website traffic, Atlas Counseling Services had a full caseload within 3 months, and Rooted Hair Studio now gets new client referrals every week. You can see more of what's been made in the lab in my portfolio.
And if you're comparing a few options, here are the questions to ask before hiring a website designer.
Website Redesign FAQs
What do I need to have ready before a website redesign?
Login access to your current website and domain, your logo and brand colors, a list of your services and pricing, and any photos you want to use. Don't stress if your photos aren't perfect yet. That can be figured out along the way.
Do I have to write my own copy?
Not with me. You can hand over professional copy, write it yourself and have me edit it, or have me handle all of it. Just know which option a designer is including before you compare quotes.
Will my website go down during the redesign?
It shouldn't. Your current site should stay live while the new one is being built, and the switch happens on launch day.
Can I keep my domain name?
Yes, and you should. Your domain is yours, and a good redesign keeps it in place so clients (and Google) can still find you.
How do I know what to keep and what to change on my website?
Start with your numbers. Google Analytics and Google Search Console show you which pages people visit, how they're finding you, and where they leave. Anything that's already bringing in traffic or inquiries is worth keeping (and improving).
If you'd rather have someone look at it for you, that's exactly what my Polished Pages Audit is for. You'll get a list of what's working, what's not, and the heads up on if a full redesign is even the right move.
Ready to Redesign Your Website?
A redesign should leave you with more than a prettier homepage. It should leave you with a site that finally fits the business you've grown into and keeps the right clients coming.
If you're still weighing your options, learn more about my website redesign services and use my project builder to get a quote in 2 minutes or less. If you like what you see, we can set up a day and time to talk!
