a website redesign that earns its keep.

A redesign is worth undertaking when prospects can't distinguish your offering, navigation hides the work, the mobile experience causes friction, or your marketing team can't publish and measure the right content. A good brief begins with those symptoms and the business results you need to improve.

For B2B teams, a website often serves multiple audiences at once: decision makers, technical evaluators, prospective hires, and existing customers. Prioritize their actual questions. Decide which pages establish credibility, which explain the service, and which make a valuable next step easy.

A solid statement of work separates discovery, sitemap and buyer journeys, page templates, messaging and content ownership, design system, development, integrations, analytics, redirects, QA and post-launch support. It also names the approvers and the inputs your team must provide.

If your current site ranks for valuable searches, a redesign cannot casually delete URLs or change every slug without a migration plan. Preserve the useful information, map redirects, maintain canonical signals, test forms, and verify tracking before launch. SEO is part of the build, not a garnish added later.

Our FTS Foundation work connects nonprofit messaging and user experience with web design, development and hosting. The brief is different from a staffing company or B2B service provider, but the principle carries: a visitor needs clarity, proof and an obvious next step.

We also use the same standards on our own brand and website architecture. No fabricated conversion lifts or unverified traffic growth are attached to these examples. We would rather show what was designed and built, then discuss how your site's commercial priorities differ.

The main scope drivers are the number of unique templates, content migration, brand and copy needs, integrations, CMS requirements, accessibility, language variants, testing, approvals and ongoing operations. Two proposals can look similar at the homepage and involve very different engineering responsibilities.

Ask which assets and source files you will own, how hosting and maintenance are priced, what happens to existing rankings and redirects, who writes the content, and what constitutes an accepted launch. A cheaper bid isn't cheaper if your team inherits unplanned work.