[ Web design · Full playbook ]
// 04 / 20The buyer's playbook.
The working reference behind Website Redesign Cost & Agency Selection Guide 2026: what to ask, what to watch and how to run the first 90 days.
← Back to the guide[ RFP questions ]// 01
Questions that reveal real capability.
Ask for a relevant example, the decision made, the result or learning, and the person who would own the work.
- 01Which evidence will determine information architecture?
- 02How will content be inventoried, rewritten and migrated?
- 03What design-system components and documentation are included?
- 04How will accessibility be designed, tested and maintained?
- 05Show the redirect and organic traffic protection plan.
- 06Which integrations and edge cases will be tested?
- 07Define acceptance criteria, browser coverage and defect severity.
- 08Who owns optimization, security and content after launch?
[ Risk ]// 02
Make failure visible before signature.
| Risk | Early warning | Control |
|---|---|---|
| Opinion-led redesign | Stakeholders debate taste | Use research and principles |
| Late content | Templates precede real copy | Run content and design together |
| Organic traffic drop | URLs change silently | Baseline, map and monitor |
| Scope expansion | Unknown integrations | Discovery and change control |
| No post-launch owner | Empty improvement backlog | Fund ongoing measurement |
[ Value case ]// 03
Measure outcomes—not activity.
01Qualified conversion rateBaseline ________
90-day target ________
90-day target ________
02Priority-journey completionBaseline ________
90-day target ________
90-day target ________
03Organic traffic and rankingsBaseline ________
90-day target ________
90-day target ________
04Core Web VitalsBaseline ________
90-day target ________
90-day target ________
05Accessibility conformanceBaseline ________
90-day target ________
90-day target ________
06Content publishing velocityBaseline ________
90-day target ________
90-day target ________
[ First 90 days ]// 04
Move from evidence to operating rhythm.
01
Days 1–30
Discovery, analytics and information architecture
Exit evidenceApproved baseline, owners, scope and risk log
02
Days 31–60
UX, design system and content development
Exit evidenceWorking outputs, QA evidence and decision record
03
Days 61–90
Build, migration rehearsal, QA and launch
Exit evidenceMeasured result, learning backlog and operating owner
[ Reference desk ]// 05
Speak the same language.
| Term | Plain-language meaning |
|---|---|
| Information architecture | How content is organized and labelled. |
| Design system | Reusable interface rules and components. |
| Content model | Structured fields and relationships. |
| Redirect map | Old-to-new URL instructions. |
| Acceptance criteria | Testable conditions for completion. |
| Performance budget | A measurable speed or asset limit. |
[ Playbook in hand? ]