fix the bottleneck. then decide how much needs rebuilding.

Consider focused improvements when the audience and services are clear, the site structure is usable, and the platform remains maintainable. Specific gaps might include slow imagery, unclear service copy, missing proof, or an unnecessarily difficult contact path.

Choose a bounded improvement with a baseline and acceptance criteria. For example: repair inquiry delivery and verify receipt, improve the main service page, or optimize the largest mobile image. Retest the affected journey before widening the scope.

A broader redesign may be justified when the business has changed, navigation no longer represents the services, important content cannot be maintained, or necessary integrations cannot be supported reliably.

Document those constraints before commissioning visual design. Define the priority audiences, required actions, content owners, integrations, accessibility expectations, and approval process. Scope the work around what has to become possible.

Inventory existing pages, valuable search destinations, analytics, forms, and assets before replacing them. Assign responsibility for URL mapping, redirects, content review, and launch validation.

Include post-launch checks in the project plan. Confirm the important journeys and technical signals on the actual production domain. An attractive preview does not establish that the launched site delivers inquiries correctly.

Ask for a focused repair option and a redesign option where both are realistic. Compare assumptions, dependencies, what is included, what requires your team, and how success will be assessed.

The lower initial price is not always the lower total cost. Account for maintenance, content effort, third-party services, migration, and internal approvals. Neither option should depend on a guaranteed search position or invented conversion improvement.