Your corporate website is preparing for a revamp. Don't rush to open Figma: First, make sure to clearly understand these 8 types of data

The old corporate website is not an old design draft that needs to be replaced; it is also a real record of user behavior. Before the revamp, it is necessary to clearly understand the entry page, search traffic, conversion, devices, performance and URL value to avoid "visual upgrade and business regression".

01 "The website is too old" is merely a trigger point for the revamp, not a revamp strategy

After several years of operation, the enterprise's corporate website has become outdated in terms of visual appeal, with excessive content and poor mobile experience. It is indeed necessary to revamp it. However, many projects start by discussing the reference website and the style of the homepage right from the beginning, while the real data that has already accumulated in the old website is ignored.

The old website may not look good, but it records where users come from, what they see, where they leave, which pages have been long-term indexed by search engines, and which content really brings in inquiries. The first step in the revision should be to extract these facts and then decide what should be retained and what should be redone.

02 The first category: The real landing page, rather than just looking at the home page PV

Users who enter the corporate website through natural search, advertising, external links and sales sharing do not necessarily start from the homepage. For many B2B websites, the true entry points might be product details, industry solutions, technical articles or download pages.

Before the revision, the traffic, sources, stays and subsequent routes of the main Landing pages should be listed. For high-traffic inner pages, the new design must enable first-time visitors to understand who the company is, what the current page is about, where the relevant content is, and how to get in touch. Don't assume that the home page takes on all the context by default.

03 The second category: Natural search traffic and already ranked pages

Some of the page designs in the old website are outdated, but they may have accumulated years of search rankings, external links and brand queries. Deleting or modifying the URL directly for visual uniformity may cause a significant decline in website traffic after it goes live.

The website migration guide updated by Google in August 2026 still emphasizes that when the URL changes, a mapping from the old URL to the new URL should be established first. Use server-side permanent redirects (such as 301 or 308), do not redirect all the old pages to the homepage, and continuously monitor the Search Console after the migration. For important old links, Google suggests that redirects be retained for at least one year, and from the user's perspective, it can even last longer.

04 Category 3: User devices and real browsing environments

The assumption that "we are B2B and our customers must all use computers" is often unverified. Customers may scan the QR code at the exhibition, open the link sent by the salesperson on wechat, view cases on LinkedIn, or search for suppliers on their mobile phones.

Looking at the differences in the ratio of desktop to mobile access, browsers, primary resolutions, and key page devices can directly affect the priority of responsiveness. The mobile is not just about "PC downsizing". Tables, product parameters, navigation, forms and download behaviors all need to be redesigned.

05 The fourth category: Consultation funnel, rather than just looking at the final form count

The corporate website has no inquiries. You need to open it to check. Is it that no one entered the contact page, or did they enter but not fill it out? Is it the low start rate of the form or giving up halfway through? Are the submitted leads valid?

If a large number of people visit the service page but never enter the consultation page, the problem might be value expression and CTA. If many people open the form but do not submit it, the problem may lie in fields, trust or technical errors. Only by breaking down behaviors into paths can the design team know where to make changes.

06 Category 5: Duplicate issues in site search and customer service/sales

If a website has an site search, the search terms are almost a list of user demands. If a user repeatedly searches for a certain product but there is no entry in the navigation, it indicates that the information architecture may not conform to the user's mindset. A large number of searches for "price, download, specification, after-sales service" also indicate that the website does not provide answers in the correct positions.

When there is no site search data, you can also count duplicate questions from sales, customer service, and inquiry emails. Every time a user needs to ask the same question manually, it is often an opportunity for the corporate website's content to solve the problem in advance.

07 Category 6: Page performance and Core Web Vitals baseline

The corporate website's revamp often incorporates larger videos, more complex animations, WebGL, and more fonts. After the visual improvement, the loading speed actually slows down. It is best to save the performance baseline before the revamp to avoid making judgments based solely on intuition after the launch.

Google's current Core Web Vitals still consists of three core metrics: LCP, INP, and CLS. A good LCP does not exceed 2.5 seconds, INP does not exceed 200 milliseconds, and CLS does not exceed 0.1, and most real user experiences are evaluated at the 75th percentile. The performance budget should be incorporated into the homepage video, image size, font loading and complex interactions during the design stage.

08 Category 7: Content freshness, usage rate and business value

Old websites tend to accumulate dozens or even hundreds of pages. Moving everything as it is will bring the information junk to the new site. Deleting all of them might also harm SEO and user demands.

A round of content review can be conducted: whether it is accurate, the last update time, the number of visits, whether there is search traffic, whether it has been used for sales, whether there is duplicate content, and whether there is a clear person in charge. Upgrade high-value content, merge low-value repetitive content, delete completely invalid content, and ensure proper redirection.

09 Category 8: Technology and URL Assets

In addition to the page content, it is also necessary to review the URL structure, Sitemap, canonical, robots, structured data, form interfaces, download files, external links, AD landing pages and third-party tracking of the old site.

Google's suggestions for website migration also include: conducting a complete test of the new site before going live, updating internal links and the site map, checking whether the new site has left noindex or robots blocking by error, avoiding redirect links, and preparing sufficient server capacity during the migration period. If these aspects are ignored during a design revamp, it is very easy to turn a "visual project" into a search and technical accident.

10 After going live, compare "the same set of indicators" instead of just celebrating the launch of the new website

The significance of saving the baseline before the revamp is that after the launch, it can answer questions such as whether natural traffic has recovered, whether the conversion rate of core pages has improved, whether the performance of mobile devices has been enhanced, whether effective inquiries have increased, and whether content can be found more easily through search.

Don't take "the website has gone live" as the end of the project. For an enterprise's corporate website, the true outcome of the revamp needs to be verified through a period of real traffic. Some adjustments may be effective, while some judgments may be wrong. Data can help the team continue to iterate.

11 Conclusion: First understand the old website, then decide what the new website's webmaster looks like

An old website is not an outdated design draft; it is a real operational history. The homepage reference can tell you the industry's aesthetic, but only your own data can tell you what your customers are doing.

Before opening Figma, complete the data audit, content audit and URL audit first. This will reduce a lot of speculation in design decisions. The goal of the revamp will also shift from "looking updated" to "making high-value content easier to find, enabling users to complete key tasks more smoothly, while not losing the assets already accumulated by the old site."

Frequently Asked Questions

Must the original URL be retained when the corporate website is revamped?

Priority should be given to retention when it can be retained and the content corresponds. When modifications are necessary, establish one-to-one or most relevant URL mappings and use appropriate permanent redirects.

Do all the old pages need to be migrated?

No need. The judgment should be made based on traffic, SEO, business value, content accuracy and repetition. Low-value content can be merged or deleted, but the relevant URLs should be handled.

How long should a 301 redirect be retained?

Google currently recommends that websites be retained for at least one year during migration. From the perspectives of users and external links, important redirects can be retained for a longer time.

Which metrics does Core Web Vitals look at now?

At present, the core indicators remain LCP, INP and CLS, which respectively measure loading, interaction response and visual stability.

Is it normal for traffic to fluctuate in the short term after the revamp?

Temporary fluctuations may occur during the migration of larger URLs or sites. The key is that the migration plan is correct and anomalies are continuously monitored through Search Console and analysis tools.