Short version: A website relaunch is supposed to bring more enquiries — but it often does the opposite, because avoidable mistakes happen. The most common ones: losing SEO rankings, no strategy, pretty instead of persuasive, slow load times, and a "big bang" launch with no testing beforehand. Here are the eight mistakes that cost you leads — and how to avoid them.
A relaunch is both an opportunity and a risk. Done right, it lifts your enquiries to a new level. Done wrong, it sets you back — sometimes by months. Nobody asks about the new look once the enquiries stop coming in. Here are the eight mistakes you should know before you start.
1. Losing old rankings & URLs
The most expensive mistake. If URLs change during the switch without setting up redirects (301 redirects), you lose hard-won Google rankings overnight. Old addresses need to point cleanly to the new ones — otherwise, visitors and search engines both hit a dead end.
2. "Redoing it" without a strategy
A relaunch isn't a renovation done to taste — it's a decision with a goal: who do you want to reach, and what action should the site trigger? Without that clarity, the new site is just different, not better.
3. Pretty instead of persuasive
Many relaunches optimise for looks and forget about conversion. A beautiful site where nobody can find the next step brings in no enquiries. A clear message, a clear call to action, trust signals — that's what sells, not just the visuals.
4. Mobile as an afterthought
The majority of your visitors come from their phone. If the site stutters, breaks, or is hard to use on a smartphone, that's exactly where you lose the most enquiries. Mobile isn't the secondary version — it's the primary one.
5. Slow load times
Every additional second of load time costs you visitors. A relaunch with heavy images and bloated code feels modern but drives away users and Google in equal measure. Speed is both a ranking and a conversion factor.
6. No clear next step
What should the visitor do — call, fill out a form, book an appointment? If that's not obvious on every important page, attention just evaporates. A clear, recurring call to action belongs in the foundation.
7. Not measuring what happens
Without analytics, you don't know whether the relaunch is working. Where do visitors come from, where do they drop off, what converts? If you don't measure, you're optimising blind.
8. The "big bang" with no testing
Building in secret for months, then launching everything at once and hoping for the best — that's risky. Better: look at a clickable prototype first, give feedback, then go live. That way, there are no nasty surprises.
A relaunch isn't a fresh coat of paint — it's an investment that has to be measured against one number: more enquiries.
How to do it right
A good relaunch starts with an honest analysis of what's currently working and what isn't — for example, with the free AI Check. Then: a clear strategy, clean redirects, a focus on speed, mobile and conversion — and a prototype upfront that you see before you pay. That's exactly how I run relaunches. What it costs is listed transparently on the offer page.
Frequently asked questions
What is the biggest mistake in a relaunch?
Changing old URLs without setting up 301 redirects. This can wipe out Google rankings built up over years, overnight.
How do I avoid losing rankings?
Keep existing URLs or redirect them cleanly via 301, transfer structure and content in a planned way, and check indexing after launch.
How long does a relaunch take?
A few days to a few weeks, depending on scope. With a prototype process, you see a result early and don't have to pin all your hopes on one big day.
How do I know if my relaunch was successful?
By the enquiries — not the applause for the look. That's why analytics and clear goals belong in the plan from the start.
Should I change everything at once?
Better not to. A clickable prototype upfront lowers the risk: you give feedback before anything goes live — no nasty surprises.