Website & digital presence
Custom website relaunch
Most of the websites I see aren't wrong. They're just not clear: the design and navigation are cluttered, you can't tell at a glance what the business stands for and what you'd get – or why you should trust it.
Custom website relaunch
01Custom website relaunch
A relaunch sorts that out: strategy, structure, content, design, tech – in that order. First we settle what the site should do (inquiries, bookings, applications, trust), then we plan the page structure and the paths to it, then we build. After twenty-plus years of design and web work this is my core business – and these days I build every website so it can do more later: maintained without fear, found by search and AI, extended with a chat, a knowledge base or internal areas. AI can be part of the project. It doesn't have to be.
Straight up: not every website needs AI, and not every business needs a relaunch – sometimes a targeted upgrade of what's there is enough. And if it grows into more – an internal area, a portal with logins, roles and approvals: I build that too. Then we plan it as an application in its own right rather than a quick bolt-on, so it holds up from the start.
02Demo
The website of a fictional trades business as a structure diagram. Toggle: on the left you see what 14 years of bolting-on has become – on the right the same content after the relaunch. Turquoise marks the path to the inquiry.
03How it works
- 01
Settle the starting point and the goal
What can the current website do – is it a showcase or is it meant to sell something? Which inquiries come in – and which ones should? The comparison gives us the target: what the new site should do, and how we'll measure it.
- 02
Plan the structure and the paths
The site's main goal, page structure, content, features and conversion paths are planned before anything is designed. Every page gets a job – and every visitor a clear next step.
- 03
Design that belongs to you
No template look: the design grows out of your positioning – so people recognise the business and the site builds trust before anyone picks up the phone.
- 04
Build and fill it
Technical build in the right stack, content sharpened together rather than just copied across. Fast, clean on mobile, no ballast.
- 05
Upkeep, measurement, room to grow
By the end it's clear who maintains what and how, what gets measured – and where the site can dock on later: companion, knowledge base, booking, internal areas. On request, upkeep can take a new route: you tell your website in conversation what should change – much like you're talking to Neo right here.
04Stages
A relaunch needn't be a big project – you can also start focused, on the single most important offer.
Entry: the focused one-pager
A landing page for the most important offer – a fresh presence for the core, without touching the whole website. Often the test run for the bigger solution.
Extended: the full relaunch
Structure, content, design, conversion paths and maintainability – the website is rebuilt as a whole.
Full build: AI-ready from the ground up
The relaunch is built as a data base from the start: structured content, a content model for a companion and knowledge base, optional adaptive elements – like this website here.
05Technical implementation
- The stack follows the project: an Astro/code website for maximum control and speed, Webflow for visually maintained presences, or an existing CMS as the base.
- Repeatable content (services, references, team, FAQs) lives in a CMS layer as structured fields – that keeps the site maintainable and, later, usable by AI.
- Hosting depends on the stack: Vercel/Netlify for code websites, Webflow hosting with Webflow – a recommendation to fit the need, not out of habit.
- Forms and contact: a clean back end or a connection to your existing system (email, CRM, booking tool).
- The groundwork is always included: load time, mobile build, technical SEO, structured data, tracking after a data-protection review.
- Optional as its own layer: a chat/companion as a website component with its own back end – prepared for, even if it only comes later.
for context · This shows how something like this usually gets built – not how it has to be built for you. What actually fits is worked out in the project: around your existing setup, your team, and what stays easy to maintain.