§ 01 · Berth · Outbound · Website redesign · Surgical · 10 days
Keep what works.
Rebuild what doesn’t.
A redesign for the established business whose site has real domain authority worth preserving — and gaps worth fixing. Custom theme, conversion mechanics installed, every old URL 301’d page-by-page so the rankings move with you. Ten days. Senior-led. We don’t gut a site that has equity — we rebuild around it.
Request the manifest · From $2,000
Fixed price · 10-day delivery · Migration audit included · 301 map signed before any pixel moves
Migration discipline · For sites with real equity to preserve
What ships in a redesign.
- 01Full migration audit · ranking baselineDAY 2
- 02Page-by-page 301 map · senior-signedDAY 2
- 03Custom FSE theme · plugin cleanup 25→8DAY 4
- 04Conversion mechanics installedDAY 8
- 05Near-zero downtime cut-over · 30-day watchDAY 10
- 06Gut-and-rebuild without an equity planrefused
EQUITY
HELD Lands Day 10
§ 02 · Berth · The Problem · You’re not alone if…
Six things a redesign should fix. One it shouldn’t pretend to.
You’re tired of
- Three-year-old WordPress with 25–40 plugins stacked three deep, dragging the site down.
- Mobile traffic that doesn’t convert because no one installed sticky CTAs or multi-step forms.
- Wondering if a “redesign” will lose the rankings you spent years building.
- “Modernize the site” pitches that say nothing about 301s or migration risk.
Fix · 01
Performance debt.
Three-year-old WordPress with 25–40 plugins, page builders stacked three deep, 4MB hero images. LCP at 6 seconds. A custom theme strips it out and the number drops under 2.
Common · the silent conversion killer
Fix · 02
Conversion mechanics gap.
No sticky mobile CTA, no click-to-call header, no multi-step form. These weren’t standard three years ago. They are now — and they double form-fill on the same traffic.
2026 baseline · free conversion lift
Fix · 03
Brand drift.
The services you sell today aren’t what you sold when this site shipped. Prices changed. Audience changed. The site is showing the wrong business to anyone who lands on it.
Two-year-old positioning
Fix · 04
Mobile-first reality.
Google indexes the mobile version. Yours was an afterthought. The canonical version of your site — the one Google ranks — is the one you don’t look at.
Mobile-first indexing · since 2019
Fix · 05
Schema you’re not emitting.
FAQPage, LocalBusiness, Service, Review — rich-result eligibility you’re leaving on the table. Free CTR lift, never claimed.
Schema gap · +18–35% CTR lift typical
Fix · 06 · And · what redesign can’t pretend to fix
Accessibility floor. And what a redesign can’t fake.
ADA lawsuits against small-business sites tripled 2018–2024. WCAG 2.1 AA is the new minimum, not a nice-to-have. Built-in a11y is a defense. If two of those land, redesign is the right call. The one thing it can’t fix: a site with no rankings to preserve in the first place — that’s an authority build, not a redesign.
Where the line is · honest scope
§ 03 · Berth · The Position · Redesign is surgery
A redesign isn’t a rebuild.
It’s surgery on a site that already has equity.
Most agencies treat “redesign” as a synonym for “rebuild from scratch.” That’s how they bill more, and it’s how clients lose rankings. Both are bad outcomes — and both are avoidable.
A redesign on a site with real domain authority is a different job. The first 48 hours are entirely about understanding before touching: full crawl, ranking baseline, page-by-page grade, redirect map. We decide what to keep, what to kill, what to rewrite. Every URL gets a decision. One human signs the map. Then we build.
The output is a custom theme, modern conversion mechanics, Core Web Vitals in “Good,” WCAG AA shipped, and a 301 plan that holds your rankings through the cut-over. It’s less greenfield than an authority build, and that’s the point.
§ 04 · Berth · The Haul · Four categories · Every redesign ships all of them
Four categories. Every redesign ships all of them.
Not a feature list designed to look long. Four buckets, scaled to your site. The first one is what makes redesign different from rebuild.
Audit, map, preserve
Migration audit · 301 redirect map · risk gate
- Full crawl + ranking baseline + page-by-page grade
- Keep, kill, rewrite, or 301 — you sign off before any pixel moves
- Risk gate — high-migration-risk sites flagged before, not after
No orphans · rankings transfer with the move
Custom theme · no builder bloat
FSE · plugin cleanup · staging URL by day 4
- Custom FSE theme · no Elementor, no Divi, no stacked builders · you own it
- Plugin cleanup — typically 25+ down to ~8
- Pre-launch staging URL live by day 4 — real thing in the browser
The site loads because we removed what slowed it down
Mechanics that didn’t exist 3 years ago
Sticky mobile · click-to-call · multi-step forms
- Sticky mobile CTA · click-to-call header · multi-step forms with progress
- Targeted rewrites — ~30–50% of pages typical · the rest migrate cleanly
- Schema: FAQPage · LocalBusiness · Service · where applicable
Double form-fill on the same traffic
DNS · monitor · post-launch review
Near-zero downtime · 30-day watch · day 41 review
- Near-zero downtime DNS cut-over · 301s firing · GSC resubmit
- Core Web Vitals “Good” verified · LCP/CLS/INP cleared per page
- 30-day monitoring + post-launch review · broken redirects fixed at no charge
Day 41 review meeting · included
Want this scoped to your site? Send the URL — we’ll tell you whether redesign or a full rebuild is the right call in a free 5-minute Loom.
§ 05 · Berth · The Log · Four phases · Ten calendar days
Four phases. Ten calendar days. No black-box silence.
Longer than a greenfield authority build (10 vs. 14) sounds wrong — until you remember we have to understand what exists before we replace it. The first two days are entirely about that.
Migration audit
Crawl · ranking baseline · GSC inspection
- Full crawl (Screaming Frog) · ranking baseline (Ahrefs/SEMrush)
- Decide keep · kill · rewrite · 301 plan drafted
- You sign off before any pixel moves
→ Ships: crawl report · ranking baseline · signed 301 map
Theme + structure
Custom FSE theme · plugin cleanup · staging URL
- Custom FSE theme built · page architecture set
- Plugin cleanup applied
- Staging URL live by end of day 4
→ Ships: custom theme · staging · plugin audit
Migrate + rewrite
Migrated content · targeted rewrites · schema · mechanics
- Content migrated with edits
- Targeted rewrites where audit found intent mismatch
- Schema added · conversion mechanics installed · image sweep
→ Ships: migrated content · new mechanics · staging review
Cut-over + monitor
DNS cut-over · GSC · 30-day watch
- DNS cut-over with 301s in place · GSC resubmission · URL inspection
- 30-day monitoring window starts immediately
- Post-launch review on day 41 · included
→ Ships: live site · redirects firing · monitoring active
§ 06 · Berth · The Price · No hidden number
Starts at $2,000. Here’s exactly what moves it.
We put the number on the page because we’re the kind of agency that puts the number on the page. Audit credit applies: the $500 SEO audit credits in full — net $1,500 if you came in via the audit within 90 days.
Standard redesign
$2,000 · 10-day delivery · 20–60 indexed pages
- Migration audit + 301 plan
- Custom WordPress theme (FSE)
- Conversion mechanics installed
- Core Web Vitals “Good”
- Schema markup · WCAG 2.1 AA
- Plugin cleanup · image sweep
- 30-day post-launch review
Complex redesign
From $4,000 · 12–18 days · multilingual / 1,000+ pages
- Everything in Standard
- Multilingual / hreflang handling
- Custom post-type migration
- WooCommerce catalog migration
- Bulk URL mapping (1,000+)
- Priced after the migration audit
In both, always: senior-led · you own the theme & site outright at launch · weekly progress in writing · fixed scope, fixed price · no surprise change orders. Audit credit applies: $500 SEO audit credits in full — net $1,500 if you came in via the audit within 90 days.
§ 08 · Berth · Marginalia · Before you commit
Things buyers ask.
FAQ · 01
Redesign or full authority-site rebuild — which do I need?
Redesign if your current site has 12+ months of domain authority, real backlinks, and indexed rankings worth preserving. Authority site if your current site is <6 months old, very small (<5 pages), or has lost rankings due to penalties or spam. If you’re unsure, the $500 audit tells you which is right — refundable against either engagement.
Decision tree · the most useful question
FAQ · 02
Will I lose rankings during the redesign?
Properly: no. We map every old URL to a new URL via 301 redirects. Google passes equity through 301s; rankings hold typically within 14 days of cut-over. Improperly — what most agencies do, what theme swaps do — rankings drop, sometimes catastrophically. Our 301 map is senior-signed before cut-over.
301 discipline · the whole point
FAQ · 03
Will my page count change?
Often: yes, by design. Most existing sites have orphan pages, cannibalisation, or intent mismatches. A typical 40-page site becomes a 32-page site — the eight cut pages 301’d to the most-relevant remaining page. Rankings improve because Google sees clearer topical signals.
Audit findings · fewer, stronger pages
FAQ · 04
Do you only redesign WordPress sites?
Primarily yes — WordPress-to-WordPress is our deepest expertise. We will not migrate from WordPress to Shopify (referred to specialists). Migrating to WordPress from Wix, Squarespace, or a custom CMS is in scope but adds 2–3 days. Same fixed price; longer timeline.
Platform scope · honest limits
FAQ · 05
Will my site go down during the cut-over?
Near-zero downtime by design. Cut-over typically happens at low-traffic hours (3–5 AM local). DNS propagation can cause some users to see the old site for up to 2 hours, but neither version is “down.” If your DNS propagation is slow, we stage longer — tell us in the kickoff.
Cut-over · planned, never accidental
FAQ · 06
What happens after day 10?
A 30-day post-launch monitoring window starts immediately. We watch GSC for crawl errors, URL inspection issues, and ranking shifts. Any 301s that aren’t firing get fixed at no charge. Day 41: post-launch review meeting (free, included). We look at GA4 + GSC together and decide if any follow-up is needed.
After launch · 30 days of safety net
Berth · 09
Keep what works. Rebuild what doesn’t.
Send us your URL. We’ll do a free 5-minute Loom — what’s worth keeping, what to migrate, where the conversion mechanics are missing, and what redesign would cost. No call required, no follow-up sequence.
- From $2,000 · 10-day · fixed-price standard redesign
- Page-by-page 301 plan · senior-signed before cut-over
- Custom FSE theme · you own it outright
- Plugin cleanup · CWV “Good” · WCAG 2.1 AA baseline
- Audit credit applies · $500 SEO audit credits in full
Tampa, FL · Also working in: Orlando · Jacksonville · Miami · St. Petersburg
§ 10 · Berth · Send it over · Plan the redesign
Send your URL. We’ll send the migration read by return email.
URL, current platform, rough page count, and what you want fixed. A senior person reads it and replies within a business day with whether redesign or rebuild is the right call. Prefer plain email? support@misspepper.ai reaches the same inbox; or call 844-202-6410.
We confirm receipt within one business day · often same day