01
Start with a customer task
Choose one task that matters: requesting a service, checking a price, booking a visit or completing checkout. Try it on a phone from the page a visitor actually enters. Write down the point where the task becomes unclear or fails. “The website looks old” is a useful preference, but it is not yet a diagnosis.
- Record the entry page, device and intended action.
- Describe the failure in observable terms.
- Keep a screenshot or a short reproduction note.
02
A repair is a complete option
A broken form, oversized image or isolated layout problem may need a small change and a clear check. Replacing the whole site can introduce content migration, retraining and additional testing without solving a separate visibility problem. Ask whether the fault can be reproduced and corrected within the current system.
03
A refresh changes the journey
When the underlying site is dependable but visitors struggle to understand the service, review headings, page order, navigation and calls to action. A refresh may include rewritten service pages and mobile layouts. It should preserve useful URLs and features unless there is a reason to change them.
04
A rebuild needs a business reason
A rebuild becomes more relevant when required workflows cannot be maintained sensibly, the current platform no longer fits the business, or many interconnected problems make incremental work impractical. Compare migration, integrations, training and ongoing ownership as well as appearance. A rebuild does not guarantee better rankings or enquiries.
- Request a list of what stays and what changes.
- List data and third-party systems that must migrate.
- Agree a rollback and acceptance approach before launch.
