Digital Marketing

How to Avoid an SEO Disaster During a Law Firm Website Redesign

Redesigning or migrating your law firm’s website is a significant undertaking. This process requires substantial investment of time, resources, and strategic planning. Many firms embark on a website redesign with the hope that their new site will be more visually appealing, user-friendly, and most importantly, more discoverable through search engine optimization (SEO). The ultimate goal is to attract more traffic and generate more leads. However, achieving these outcomes isn’t always straightforward.

A successful website migration or redesign must prioritize SEO from the very beginning. Failing to do so can lead to severe negative consequences, including loss of search engine rankings, decreased organic traffic, and diminished online visibility. These setbacks can have a direct impact on your firm’s ability to attract new clients and grow your business.

SEO is not just a post-launch consideration; it’s a critical component that should be integrated into every phase of your redesign project. From planning and content organization to technical audits and post-launch monitoring, a comprehensive SEO strategy is essential to protect and enhance your site’s performance.

Before Migration

Protect Your Site’s Existing Value and Equity

Ensuring the success of your website redesign begins with a comprehensive strategy that protects the value and SEO equity your site has already built. This involves careful planning, auditing, and optimization across several key areas.

Goals and Project Plans

  1. Define Your Reasons for Redesign
  • Identify the core reasons for the website redesign. Common objectives include improving user experience, launching new marketing initiatives, updating the site’s visual appeal, and enhancing SEO performance.
  • Establish clear goals to guide the redesign process. These might include increasing site traffic, improving conversion rates, reducing bounce rates, or expanding your online reach.

2. Set Specific Goals and KPIs

  • Develop specific, measurable goals for your redesign project. For example, aim to increase organic traffic by 20% within six months post-launch or reduce the bounce rate by 15%.
  • Establish key performance indicators (KPIs) to track your progress. KPIs might include metrics like page load speed, average session duration, and the number of leads generated.

3. Create a Detailed Project Plan

  • Develop a detailed project plan that outlines all phases of the redesign, including timelines, responsibilities, and key milestones.
  • Ensure all stakeholders are aligned with the project plan and understand their roles and responsibilities.

Information Architecture and Content

  1. Evaluate and Plan Your Site Structure
  • Assess your current site’s information architecture to understand how content is organized and how users navigate your site.
  • Use tools like Screaming Frog to perform a comprehensive crawl of your site, identifying all existing pages and their structure.

2. Map Out Your New Sitemap

  • Create a detailed sitemap for the redesigned site, ensuring it includes all important pages and reflects a logical, user-friendly structure.
  • Make sure the new sitemap aligns with your SEO strategy, maintaining or improving the placement of high-value pages.

3. Plan Content Updates and Additions

  • Determine which existing content will be retained, updated, or removed. Focus on preserving high-performing content that drives traffic and engagement.
  • Plan for any new content that needs to be created, ensuring it aligns with your overall content strategy and SEO goals.

On-Page Optimization

  1. Review and Optimize On-Page Elements
  • Assess current on-page SEO elements, including URLs, page titles, meta descriptions, headers, and body copy. Ensure they are optimized for relevant keywords and user intent.
  • Plan any necessary updates or changes to these elements, making sure they are implemented on your staging site before the launch.

2. Ensure Consistency Across Pages

  • Maintain consistency in your on-page SEO efforts across all pages. This includes ensuring that alt text for images is descriptive and keyword-optimized, and that internal linking structures support SEO objectives.
  • Use SEO tools to audit on-page elements and identify opportunities for optimization.


  1. Plan and Implement Redirects
  • Identify all pages that will have new URLs or be removed in the redesign. Create a comprehensive list of these changes.
  • Set up 301 redirects for all affected pages to ensure users and search engines are directed to the correct new URLs, preventing 404 errors and loss of traffic.

2. Use Webmaster Tools

  • Utilize tools like Google Search Console and Bing Webmaster Tools to identify which pages are frequently crawled by search engines. Ensure all critical pages are included in your redirect plan.
  • Regularly monitor these tools to catch any missed redirects and address them promptly.

Technical SEO Audit

  1. Conduct a Thorough Technical Audit
  • Perform a detailed technical SEO audit of your current site to identify and fix any issues that could impact site performance during and after the migration.
  • Check for crawl errors, ensuring your robots.txt file is correctly configured to allow search engines to crawl your important pages.

2. Validate Critical SEO Elements

  • Validate your XML sitemap to ensure it accurately reflects the structure and content of your site. Submit it to search engines to facilitate proper indexing.
  • Ensure your site is mobile-friendly, as mobile usability is a critical ranking factor. Use tools like Google’s Mobile-Friendly Test to identify and fix any mobile usability issues.

3. Optimize Site Speed

  • Test your site’s loading speed using tools like Google Page Speed Insights. Identify areas for improvement and implement optimizations to ensure fast loading times.
  • Ensure that your site’s structured data markup remains intact and is correctly implemented, as this helps search engines understand your content better.

Conduct a Thorough Content Audit

  1. Review Existing Content
  • Conduct a comprehensive review of all existing content. Identify high-performing content that drives traffic and engagement, and ensure it is preserved and optimized for the new site.
  • Identify outdated or underperforming content that can be updated, improved, or removed to enhance overall site quality.

2. Optimize High-Value Pages

  • Focus on optimizing pages that generate the most leads or have high user engagement. Ensure these pages are well-optimized for relevant keywords and user intent.
  • Update content to reflect current best practices in SEO, ensuring it is informative, engaging, and valuable to your target audience.

3. Plan for New Content

  • Identify gaps in your content and plan for the creation of new, high-quality content that aligns with your SEO and marketing goals.
  • Ensure new content is optimized for search engines from the outset, with a focus on relevance, quality, and user experience.

At Launch

Ensure Everything is in Place Before Going Live

Quality Control Checks

  • Perform final checks on all elements, including on-page SEO, meta tags, and alt text.
  • Verify that all 301 redirects are correctly configured to avoid broken links and traffic loss.
  • Update and submit your XML sitemap to search engines.

Backup and Rollback Plan

  • Ensure you have a backup of your site and a rollback plan in place.
  • It’s easier to delay the launch than to correct mistakes post-launch.

Monitor Site Performance

  • Use tools like Google Analytics and Search Console to monitor your site’s performance closely after launch.
  • Quickly address any unforeseen issues.


Ongoing Monitoring and Optimization

Check Redirects

  • Immediately test all old site URLs to ensure they correctly redirect to new site URLs.
  • Address any stray 404 errors promptly.

Dev-to-Live Audit

  • Confirm that all pages and on-page optimizations carried over from the staging site to the live site.
  • Pay special attention to dynamic content that may have been missed during migration.

Validate Code and Performance

  • Test the live site’s mobile-friendliness and page speed.
  • Identify and address performance issues that may arise from differences between staging and production environments.

Submit XML Sitemaps

  • Submit the XML sitemap once you’re confident that redirects and on-page SEO elements are working properly.
  • Ensure the sitemap includes the full set of destination URLs.

Ongoing Monitoring

  • Continue to monitor Google Search Console and Bing Webmaster Tools for reported errors.
  • Address any issues quickly to maintain site performance.


At Advertise Naked, we understand the intricacies involved in redesigning a law firm’s website. Our team of experts specializes in creating modern, professional, and SEO-friendly websites that not only look great but also perform exceptionally well in search engine rankings. We prioritize every aspect of your website’s redesign to ensure a seamless transition without sacrificing your hard-earned SEO value.

From thorough pre-migration planning to meticulous post-launch monitoring, we cover all bases to safeguard your site’s performance and maximize your return on investment. Choose Advertise Naked for our expertise in law firm SEO, where we understand the unique challenges and opportunities in your industry. Our comprehensive approach covers everything from technical SEO audits and content optimization to effective redirect strategies and ongoing performance monitoring.

We offer customized solutions tailored to your specific needs, ensuring your website aligns with your business goals and marketing strategies. With a proven track record of successful website redesigns, we help law firms achieve higher search engine rankings, increased traffic, and more qualified leads.

Ready to Transform Your Website?

Don’t leave your website redesign to chance. Partner with Advertise Naked to create a site that not only enhances your online presence but also drives real results for your law firm.

Contact us today for a free consultation and discover how we can help you achieve a smooth, SEO-friendly website migration that delivers maximum impact.