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Website redesign

A website redesigned around the company you are now.

A website redesign replaces the structure, words and design of a site the company has outgrown, and carries the old addresses across. Websites start from $15,000 and most are built in four to eight weeks. It can begin with a one-week audit for $2,500.

  • Morse Micro
  • Crimson Education
  • Lumos
  • Superpower
  • Managed
  • Startmate
  • Keeyu
  • Everlab
  • Kaizn
  • Trusst AI
  • Concord Visa
  • Cardinal
  • Anyway
  • Turbo AI

What a redesign changes and what it keeps

The first job in a redesign is deciding what to keep. We read the current pages, the search data and recent enquiries, then rework the structure, the words and the design for the company as it is today. Our studio is in Sydney, Australia, and we work between Sydney and New York with companies that have outgrown the site they launched with.

  • A new sitemap drawn from who visits and what each of them comes to do, with every current page marked to keep, merge or retire.

  • Pages rewritten for what the company sells today. Copy can be part of the scope, written with the people who know the product.

  • A design system and the built site, on the platform that suits whoever will edit it after launch.

  • Each old address that still gets visits is pointed at the page replacing it. An address with no replacement returns not found.

In short

  1. What you get

    The redesigned site, live, with its pages rewritten and the design system it was built from. You also get a list of where each old address now points and a session for the people who will edit it.

  2. What it costs

    Websites start from $15,000. The figure moves with the number of page types, how much copy we write and how much content is carried over. A one-week audit of the current site is $2,500, taken off the redesign if it begins within 60 days.

  3. How long it takes

    Most of our website builds take four to eight weeks, redesigns among them. The audit beforehand is one week. Approvals on your side and the amount of content to move are what stretch a redesign.

  4. When it’s not a fit

    The pages are sound and few people reach them, which is search work. One page or one form is failing and you know which. Or the offer still changes every month, so new pages would be stale at launch.

  1. Audit the current site

    One week on the live site shows which pages bring people in, which lose them and what must survive the move.

  2. Agree who it is for

    We name each audience and what it comes to the site to do. For Morse Micro that began with a workshop at their office and sessions across the business.

  3. Draw the structure

    A sitemap and wireframes come before visual design, so navigation is tested early. On Morse Micro, feedback at this stage simplified the top-level menu and made search persistent.

  4. Design and build

    Finished pages, a design system and the build. We built Morse Micro’s site in Webflow with reusable templates, CMS structures and components, so their team can change it.

  5. Move and launch

    The redirects go live with the new site. We check forms, titles and indexing at launch, then watch the search data for pages that dropped out.

In their words.

Video testimonial from Eric Fan, Founder and CEO, Lumos.

Eric FanFounder and CEO, Lumos
“Love your work Team Refract. From the very first connection, you guys have been sparky and contemporary in your approach. I feel we're nicely walking that tightrope of pragmatism and creative cut through. Most of all...it's fun! THANK YOU for the journey travelled so far!”
AndyVP Marketing, Morse Micro

Video testimonial from Helen Murdoch, Founder, DoughPro.

Helen MurdochFounder, DoughPro
“We love our new look and website. Thanks so much, your team smashed it.”
PollyMarketing Specialist, Kaizn

Video testimonial from Natasha Ritz, VP of Customer, Chirp.

Natasha RitzVP of Customer, Chirp
“No really, I never thought we could ever have such an awesome website. I would see other brands and go, how did they do that. Now I know how: work with an awesome agency like Refract.”
JevonFounder and CEO, Keeyu

Video testimonial from Majella Campbell, Former CEO, Fishburners.

Majella CampbellFormer CEO, Fishburners

Where a redesign leads

Questions about a redesign

  1. Redesign when the platform still suits your team and the pages have fallen behind the company. Rebuild when the platform is the obstacle: your team cannot publish on it, or the site now has to connect to the product. We look at the current site before recommending either, and staying put can be the better decision.

  2. Positions can move, and nobody can promise that every one holds. Before the build we list the addresses that bring in visitors and decide where each one goes. At launch each redirects to its replacement, and we check titles, canonicals and indexing. Afterwards we watch the search data and repair what dropped out.

  3. Websites start from $15,000, and a redesign is priced like any other build. Scope and price are settled before work begins, and they move with the page types, the copy and the content to be carried over. A one-week audit of the current site costs $2,500, credited in full if the redesign starts within 60 days.

  4. Four to eight weeks for most of the websites we build, and a redesign is usually in that range. Content is what stretches it: how many pages are rewritten, how fast they are approved and how much comes over from the old site. We set the timeline with you before the project starts.

  5. Yes, if it still does what your team needs. We work on any platform, and we built Morse Micro’s site in Webflow. Before suggesting a move we ask who edits the site, how often and what it connects to. Where the choice is open we prefer custom code in Next.js or Nuxt.

  6. Either of us, and we agree which before the price is set. We can write every page, working with the people who know the product and using claims you have approved. If your team would sooner draft it, we edit for structure and length. Someone on your side checks each technical claim before it is published.

  7. We need access to the current site, its analytics and its search data, a single decision-maker for sign-off and someone who can check a technical claim. Send us the customer names, figures and case studies you are cleared to publish. If the brand is changing too, tell us before the structure is drawn.

  8. When the site is not the problem. If the pages explain the company well and too few people reach them, the work is search and content. If one page or one form is failing, fix that page. If the offer still changes from month to month, wait. A one-week audit will tell you which of these you have.

  9. Yes. Our studio is in Sydney. For Morse Micro, a semiconductor company that has raised a Series C, we designed and restructured the website inside its existing brand and built it in Webflow. It had to work for engineers, partners, investors and commercial visitors. For Kaizn we made the brand identity and the website.

  10. The new site, live, and everything it was made from: the sitemap, the page copy, the design system and the built pages, with a list of where each old address now points. The people who will edit the site are shown how. The designs, the code, the content and the documentation belong to you.

Does the website still describe the company?

Send us the current site and tell us what has changed since it was built.

Most teams start with a call, then a sprint or an audit.

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The people you’d work with, from the first call to launch