A redesign is the most common way clinics lose search traffic. The new site looks better, but pages that used to rank disappear, links break, and enquiries drop. It is avoidable with a careful process.
1. Audit what you have
Export every URL on the current site, plus the pages that bring in search traffic and backlinks. We use Ahrefs and Google Search Console. These pages are your assets.
2. Map old URLs to new ones
Create a spreadsheet with every old URL and the new page it should point to. Keep URLs the same where you can.
We build clinic websites that follow every point in this guide. Book a free 30-minute consult or see our packages.
3. Set up 301 redirects
Permanent (301) redirects pass most of an old page's ranking signals to its new address. Never delete a page that ranks without redirecting it.
4. Keep, then improve, the content
If a page ranks, keep its core content and headings, then improve it. Rewriting everything at once makes it hard to tell what helped or hurt.
5. Fix compliance at the same time
A redesign is the right moment to remove before-and-after images, testimonials and superlatives. See our MOH checklist.
6. Launch checklist
- All redirects tested
- New sitemap submitted to Google Search Console
- Analytics and conversion tracking working
- Forms and booking tested end to end
- No pages accidentally set to “noindex”
7. Monitor for four weeks
Watch Search Console for crawl errors and ranking drops, and fix issues quickly. Small dips in the first weeks are normal while Google recrawls.
We handle all of this in every clinic redesign.