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Mortgage website redesign that keeps what already ranks and fixes what does not

A mortgage website redesign should improve the site without resetting the search visibility it has already earned, and the way to guarantee that is to treat URL mapping as the first step of the project rather than an afterthought handled after launch. Every current page is inventoried, every one worth keeping is mapped to its new address, and 301 redirects go live in the same release as the new site, so nothing that ranks today goes quiet the day the redesign ships.

Book a demoPlans from $137 a month

What it costs

  • Plans$137 a month
  • Build fee$797, after launch
  • Live in7 days
  • Revisions5 a month
  • Domain and hostingIncluded

URL mapping happens before anything is designed

Redesigns lose rankings almost exclusively because URLs change without a redirect plan, not because the new design is worse than the old one. Before any visual work starts, we crawl your current site, list every indexed page, and decide what happens to each one: kept at the same address, kept but rewritten, merged into a new page, or retired with a redirect to the closest replacement. That map is agreed with you before launch, so there is no guessing on launch day about what happened to a page that used to bring in traffic.

Redesign without losing rankings: Inventory every URL; Map each to a new page; 301 redirects at launch; Rankings carry over. Infographic with Toffee, the studio mascot.

A redesign is also the moment to fix the structure

Most redesign requests start with "it looks dated" and end up being about something structural: one programs page that should be several, a team page that has not kept pace with hiring, an estimator that sends the lead somewhere else. A redesign is the natural point to fix those things at the same time as the visual refresh, because the content is already being touched. We separate what is a visual change, what is a structural one, and what is a content one, so you can see exactly what the redesign is actually changing and why.

Content that survives the move, and content that should not

Photos, team bios, program descriptions and any articles worth keeping are migrated and rewritten where they need to be, rather than discarded and started from zero. Content that was thin, outdated or duplicated across pages is a good candidate to retire during a redesign rather than carry forward out of habit. The goal is a smaller, more accurate site that ranks for more of the searches that matter, not a larger one that repeats itself. Timelines are typically the same 7 to 15 day range as a first build, because most of the raw content already exists.

What we check after launch, not just before

A redesign is not finished on launch day. We monitor indexing and rankings for the weeks after launch specifically, watching for any page that dropped out of the index rather than assuming the redirect map worked perfectly. If something needs a correction, it is handled as a priority, not queued behind other work. 5 revisions a month continue afterward, so anything the redesign missed gets fixed quickly rather than living on the site indefinitely.

What you get

What clients say about this work

  • “Everyone talks about the new design; I cared more about where the old home loan consultations links would land. They inventoried the old addresses and walked us through where each one would redirect. Launching no longer meant abandoning everyone holding an old link.”

    Farah MansourCustomer inquiries supervisor, Family mortgage and protection practiceDurham, North Carolina

    What they got: Page migration and redirect mapping for home loan consultations

  • “Most of our visitors are on phones, so that is where I reviewed the new home loan consultations pages. Everything a visitor needs is up top, and the inquiry button stands out properly. It is far more practical than the old page when we share it with a caller.”

    Brenda InglewoodCase administrator, Later-life lending advice firmStamford, Connecticut

    What they got: Mobile navigation and page layout for home loan consultations

  • “Converting our home loan consultations attachment into proper pages was overdue. Staff now link to the precise section instead of wishing callers luck with a long document. Callers have stopped apologizing for not being able to read it.”

    Prasad RaoOperations supervisor, High-value mortgage advice practiceCedar Rapids, Iowa

    What they got: Structured reference pages for home loan consultations

Case studies for this kind of work

Client projects where this service did the heavy lifting, start to finish.

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Questions about Mortgage website redesign

Will a redesign hurt our current Google rankings?

It should not, and the reason is the redirect map built before any design work starts. Every current URL is accounted for and 301 redirected in the same release as the new site, so search engines are told exactly where each page moved rather than discovering a broken link.

How long does a redesign take?

Usually 7 to 15 days from the onboarding call, similar to a first build, because most of the raw content, your programs, your team, your photos, already exists and is being restructured rather than written new.

Can we redesign just part of the site?

Yes. Some clients want the whole site rebuilt and others want specific pages, most often the programs pages and the estimator, brought up to the current structure while the rest stays as it is. Either is a normal scope for this work.

What if our current site has almost no organic traffic?

Then the redirect discipline matters less for preserving existing rankings and more for giving the new site a clean, well-structured foundation to start ranking from, which is closer to a first build with content already on hand.

Do you keep our current domain?

Yes, in almost every case. A redesign is about the site's structure and content, not its address, so your domain and your existing backlinks keep pointing at the same place.

How do we know a redesign will not cost us traffic?

By doing the boring part first. Before anything changes we export every URL, title, description and published date on the current site and note which pages actually earn visits. Each of those gets a replacement and a single permanent redirect, and pages that already rank keep their titles unless there is a specific reason to change them. Traffic is lost in redesigns when nobody makes that list, not because the design changed.

What usually goes wrong in a mortgage site redesign specifically?

Two things. The disclosure and identifier block gets rebuilt page by page and ends up saying three slightly different things, which is a compliance exposure rather than a design problem. And the old calculator, which was quietly the highest-converting thing on the site, is dropped or replaced with an embed that keeps the lead. We handle both explicitly rather than discovering them afterwards.

Can we keep some of the old site?

Yes, and you usually should. Articles that rank, a city page that earns calls, testimonials you have permission to use, and photography you own all come across. The parts worth replacing are usually the structure and the speed rather than the words, and we will tell you which is which after reading the current site.

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A live walk-through of the site you would get, in about 30 minutes. Plans from $137 a month, the $797 build fee invoiced only after launch, domain and hosting included.

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