Richardson, Patrick, Westbrook & Brickman

This was a website redesign/relaunch for a law firm in South Carolina. The client already had a relationship with a design / dev agency; that agency handled the design and development work and brought us in to help plan site structure, SEO, and recommend a content strategy. It's common for other agencies to bring us in to help fill gaps and improve results on a project.


We set this site up for success at launch and the client has managed to implement content recommendations, doubling traffic in the first months. It's only gone up since then.

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We included a lot more detail below to illustrate our process on a project like this. If you feeling extra nerdy,  keep reading...

Content audit

For a project like this, we'll typically start our work first, with deliverables handed off to the design/dev agency to include a content audit, recommended sitemap, some content strategy docs and recommendations, and redirect maps for the dev team.

That all starts with an audit of content on the current site. This is so we have an inventory of all content on the site and a plan for every page. Many of the biggest issues we've seen with website redesigns are a result of discarding or not properly redirecting some piece of key content that was a major driver of business results. An existing content audit helps ensure you've accounted for every page on the site. These typically include other metrics for each page, such as traffic segmented by channel, ecommerce metrics, page value, and backlink metrics. This ensures we have a complete picture of the value of a given piece of content.

This can be a quick process for a simple site, but it ensures you don't discard some key content asset during the redesign.

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Example content audit

Technical site and competitive audits

This is where we review the competition and the existing site to identify potential problems and opportunities.

A full technical site audit isn't typically necessary on a redesign since most / all of the existing code is probably get thrown out, but a simplified site audit that takes into account the platform the site is moving to can act as recommendations for the dev team.

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Example technical site audit source document

Likewise, a competitive audit is a crucial step in content and site structure planning because it identifies a) what competitors are doing well that we can copy or improve on, and b) what they're doing that we should avoid.

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Part of a competitive analysis showing competitor backlinks

Sitemap and content recommendations

After the research above, we start planning the site structure. In most cases, you want to create a more logical, navigable, and optimized structure without discarding important content from the existing site. This is one of the deliverables that can come out of that process:

Example SEO sitemap for site structure planning

A number of other deliverables help bring all this research together and provide some guidance for the dev team as they're coding the site.

From the new site

Here you can see the client linking to important internal pages from the homepage. Links from your homepage are not only given extra weight by search engines, but help users more easily navigate the site. You can see the client chose to link to case types, a taxonomy that best represented how users would be searching for content on the site.

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Effective use of internal linking to key pages from the homepage of the final site

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