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WEBSITE REDESIGN
A lot of Canadian businesses grew significantly during and after the pandemic years. The site did not keep up. It describes a version of the company that no longer exists — smaller, less defined, offering a different mix of services to a different audience. Visitors arrive, find the mismatch, and leave. We restructure the site around who you are now, not who you were when the site was first built.
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/ This is for you if
You added staff, expanded your service range, moved upmarket, or pivoted entirely during 2020 to 2022. The business that exists now is meaningfully different from the business described on your website. New clients arrive from referrals and do not notice. Anyone doing due diligence online finds a site that underrepresents what you do. You have been meaning to fix this for two years.
Law firms, accounting firms, consultancies, engineering companies: your site was built to exist, not to convert. It lists your services, features a photo of your team, and has a contact page. It does not articulate why a client should choose you over the comparable firm down the road. It does not guide visitors through a decision. It sits there.
You are entering a new province, launching a new service line, or preparing for a funding conversation. Your current site does not reflect the ambition or the credibility of what you are building. You need the site to do real work in the next twelve months, and it currently cannot.
/ What's broken
Most Canadian service business websites are written from the inside out. They describe what the company does, lists the services, and includes some team photos. They do not answer the visitor's actual question: can this business solve my specific problem, and how do I know. Messaging rewritten around outcomes and client profiles consistently improves conversion, without any change to traffic.
This is the most common issue we find. The business has evolved. The site has not. Service categories were added to the navigation without restructuring the hierarchy. The "About" page still has the founding story without the current positioning. The client logos are from the early years. The site is technically accurate about what you used to do. It is not accurate about what you do now.
Canada's Personal Information Protection and Electronic Documents Act requires informed consent for the collection and use of personal information. Many Canadian business websites have contact forms and analytics running without proper consent mechanisms. A redesign is the appropriate time to build this correctly. It affects both compliance and data quality.
For businesses operating in Quebec or across Canada with a French-language audience, an absent or outdated French-language site is a missed opportunity and, for some businesses, a legal requirement. A redesign is the right time to address this structurally rather than treating French as an afterthought.
/ What we engineer
Each workstream is built by the team that audits it, and wired into the rest of your growth system.
We begin with a structured audit of the existing site: messaging clarity, information architecture, conversion path logic, technical health, mobile performance, and analytics setup. For businesses with a French-language audience, we include the French version in the audit scope. The audit report is a working document that guides every subsequent decision.
We restructure the site around how your current clients and prospects think, not how the business was organised when the site was first built. This includes defining primary navigation, URL structure, page hierarchy, and content groupings. For Quebec-facing businesses, the French-language IA is developed in parallel.
We build low-fidelity wireframes to validate structure before progressing to high-fidelity design. CTA hierarchy, trust signals, and conversion path logic are structural elements in the wireframe, not styling choices. Design follows approved wireframes.
We build the new site, migrate and rewrite content where needed, and produce a complete 301 redirect map. Every URL with search equity is redirected. For bilingual sites, both language versions are built and tested.
We review and rebuild consent architecture to PIPEDA standard, confirm analytics tracking before launch, and monitor for issues for 30 days post-launch. Your historical analytics data is not lost in the transition.
/ What changes
/ How it works
We audit the existing site and interview key stakeholders. For businesses with French-language audiences, the audit covers both language versions. We review available analytics and search data to identify where visitors are dropping off, which pages have search equity worth preserving, and what content needs to be rewritten rather than migrated.
We build the new sitemap and IA document, present for sign-off, then progress to wireframes. For bilingual sites, the IA covers both language versions. Wireframe review is where structural decisions are confirmed. No design work begins until wireframes are approved.
High-fidelity designs are produced and approved. Build follows design. Content is migrated and rewritten where needed. The redirect map is built in parallel with the site. For bilingual builds, both versions are built and tested concurrently.
Full quality assurance across devices and browsers. PIPEDA consent architecture is verified. Analytics tracking is confirmed before go-live. Post-launch monitoring runs for 30 days, covering crawl errors, redirect failures, and tracking anomalies.
/ Common questions
Straight answers on scope, timelines and cost. Anything else, ask us directly.
Ask us directlyMost projects run between eight and fourteen weeks from audit to launch. The main variables are site size, volume of content to migrate, whether French-language content needs to be written or rewritten, and client review speed. We provide a project plan with review milestones at the start of every engagement, and the most common cause of delay is slow review cycles, not build complexity.
Yes. For Quebec-facing businesses or businesses operating across Canada with a French-language audience, we develop the French IA in parallel with the English IA and build both language versions concurrently. French copy is written by native speakers, not translated from English. The two versions are structured for their respective audiences.
A properly managed redirect map transfers search equity from old URLs to new ones. We audit your current rankings before the project begins and build the redirect map before launch. Organic performance typically stabilises within six to eight weeks of launch and often improves when the IA and content are better aligned with search intent. The risk is in poorly managed redirects, which is why the redirect map is a non-negotiable deliverable on every project.
PIPEDA requires that Canadians give informed consent before their personal information is collected. For most business websites, this applies to contact forms, analytics tracking, and any data collection tool. We review the existing consent architecture as part of the audit and rebuild it correctly as part of the project. This includes the cookie consent mechanism, the privacy policy, and the data flow documentation.
Access to your current analytics and Google Search Console accounts, a list of stakeholders for discovery interviews, and any existing brand guidelines or positioning documents. The audit can begin within one week of briefing. We do not require a complete content brief before starting. Content strategy is developed as part of the process.
Start here
Most Canadian businesses that come to us have been running a mismatched site for longer than they realise. The audit is where we find out exactly what is misaligned and what it would take to fix it. There is no design work in the audit stage. Just a clear picture of what is broken and what needs to be rebuilt.
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