Skip to content

Website redesign in Wollongong.

Redesigns that start with a number, not a mood. We keep what already converts, fix what leaks and protect the rankings you spent years earning.

  • Audit
  • Structure
  • Copy
  • Design
  • Redirects
  • Speed

Part of website design and development at Aesthetic.

A scalpel, not a bulldozer

What a redesign with Aesthetic covers.

A redesign is a business decision, so every project starts by agreeing the number it has to move: a conversion rate, a load time or a cost per enquiry. The design, structure and copy then get rebuilt around that number, and nothing that already earns its keep gets thrown away.

What it is

New design, same good bones.

New design and structure, usually on the same platform, with the pages, offers and copy that already pull their weight protected. Words and structure get as much attention as the look, because they usually move the needle more.

When it works

Traffic that doesn't convert.

Visitors arrive but enquiries don't follow. The site is slow or awkward on a phone. The business has outgrown the story it tells. That's when the site is the bottleneck, and that's what a redesign is for.

When it's the wrong tool

A site that already works.

If it converts and the message is still right, a refresh of colours, images and copy does the job for far less. If a few pages just need sharpening, conversion rate optimisation fixes go live in days. We'll happily talk you out of a rebuild you don't need.

Where redesigns go wrong

Most redesigns fix the look and keep the leak.

A redesign without conversion strategy usually produces a prettier version of the same leak. So the work starts with what's broken, not what looks dated.

  • Briefed as “make it look better”Better has no finish line and no way to prove it worked. Every project here gets a number to move before the design starts.
  • Deleting the page that workedPlenty of redesigns quietly delete the one page doing all the work. The pages, offers and copy already pulling their weight get found and protected first.
  • New addresses, no redirectsChanging URLs without redirects can wipe out rankings you spent years earning. Every old page gets mapped to its new home before launch.
Google review
I honestly wasn’t expecting much when I signed on with Aesthetic, just hoped for a slight improvement with my ads. But they ended up completely changing things. ... They redid and rewrote my entire website and it finally sounds like my business and tells a story.
Marcus Stergiou Director, MPM Carpentry

MPM's old site was slow, bloated and locked inside a platform they didn't own. Rebuilt on WordPress with new tracking and ads: 47% more leads and full ownership. Read the case study.

Redesign or rebuild

Pick the right size of job.

Half the wasted money in web projects comes from picking the wrong size of job. Most sites that need work need one of these two, and some only need a refresh.

Choose a redesign if

The platform's fine, the site isn't

  • Traffic arrives but enquiries or sales don't follow
  • The business has outgrown the story the site tells
  • Visitors can't find the good stuff, even when it's there
  • Some pages and copy convert and are worth keeping

Best for new design and structure, usually on the same platform

Choose a rebuild if

The platform is the problem

  • It's holding you back or can't be maintained
  • You've outgrown a builder like Wix or Squarespace
  • A template hit a wall on the one feature that matters
  • You can't get into your own domain, hosting or CMS

Best for a new site from scratch, often on a new platform

How a redesign runs

Measure first, design second.

Every project starts with the same audit, whether it ends in a refresh or a full rebuild. A focused redesign usually runs a few weeks to a couple of months, and full builds start at $14,000 ex GST with a fixed quote before any work starts.

What a website actually costs
  1. Agree the number

    A conversion rate, a load time or a cost per enquiry, with today's figure from your analytics as the baseline to beat.

  2. Audit what's there

    Analytics, heatmaps and session recordings show where visitors drop off, what's slow and which pages already earn their keep.

  3. Map the structure

    Sitemap and user flows planned in Figma before the palette, with every old URL mapped to its new home.

  4. Rewrite the words

    Copy co-written live in Figma, so the site talks about your customer instead of itself. Words and structure beat a new coat of paint.

  5. Design and build

    A design that feels like you, fast and mobile-first, built around the pages and offers that already convert.

  6. Launch and measure

    Redirects checked, tracking live and the number measured against the baseline, then recorded training and ongoing support.

Google reviews

What our clients say.

BEST WEB DESIGNER IN SYDNEY! ... Kristina and her team have designed for me a nutritionist website for myself that is beyond unbelievable. The design is incredible, the speed of the website is unbelievable. ... The only regret I have is not having found you years ago!

Jake B.

Google review

Kristina has been incredible with our website design! I honestly can't believe what a fantastic job she's done with our website, it goes far beyond what we imagined when we originally planned it. ... Her website development skills are second to none and I highly recommend her!

Anthony S.

Google review

Five Star Concreting

Website by Aesthetic

I cannot recommend Kristina highly enough. She has completely transformed my advertising, website, and SEO, and the results have been incredible. Her knowledge, professionalism, and attention to detail are second to none - can’t thank her enough!

Elena D.

Google review

I did not know what to expect when I was referred to Kristina. But I am so, so, so glad that I was. ... Personally, Kristina is courteous, a good listener and full of great ideas. I highly recommend Aesthetic Studios Creatives to anyone who is looking to move ahead with their business.

Dr Reetu V.

Google review

Amazing service all around! Made life so much easier with the technology used for my business ... Website designing and graphics are next level! Especially the SEO campaigns! I will be keeping you long term that's for sure!

Chase F.

Google review

Bella Complexion

Website by Aesthetic

Aesthetic completely transformed how we show up online. From the website to the video content to the ads, they nailed it. Everything feels elevated, cohesive, and actually speaks to our audience. We’ve seen real results in traffic and sales, and the process was smooth from start to finish. They just get it.

IonCare Hair

Google review

Kristina was absolutely incredible to work with! She helped us manage and organise the email list for our training this year, and her support made the entire process feel so much smoother. She was efficient, reliable, detail-oriented and always communicated clearly.

Ryan R.

Google review

DBPT

Website by Aesthetic

I was thrilled to work directly with Kristina at Aesthetic Studios on creative to market as part of my online education business. She produced an innovative and engaging video ... She is my go-to professional for vibrant content and effective marketing campaigns.

Richard C.

Google review

Read all on Google

Website redesign questions

Asked before every redesign.

What owners ask before they hand over a site that's taken years to build. Straight answers, from the team that rebuilds them.

Before you start

What's in a redesign audit?

A teardown of where your site leaks and what to fix first. You get a Loom walkthrough of your site, the specific leaks and honest recommendations, with no upsell pressure. It covers where visitors drop off, speed and Core Web Vitals and the path from first click to enquiry. The audit is free, valued at $400 and back within 72 hours: request the free website audit.

What do you need from me before a redesign starts?

Your numbers, your logins and quick decisions. Know what counts as a conversion for you, a booked call, a form or a sale, and pull today's figures from Google Analytics as the baseline to beat. Clear content and quick decisions are what speed a redesign up. Here's how to set a conversion baseline.

Can you redesign a site another agency built?

Yes, often. Some of our rebuilds start with a client locked out of their own site. MPM couldn't access their own domain or update a page without waiting two weeks for a third-party developer, so we moved the domain to a reputable host and documented every login in plain English. Here's the MPM rebuild.

Can you redesign my site without changing platform?

Usually, yes. A redesign is new design and structure, usually on the same platform; a rebuild on a new one only makes sense when the platform itself is holding you back. Most of our builds are on WordPress, and we say so when another platform fits the job better. Here's how a WordPress website build works.

Is a redesign worth it if my traffic is low?

Usually not. A redesign fixes a site that isn't converting the traffic it already gets, and if hardly anyone visits, there's not much to convert. Plenty of owners arrive convinced they need a full rebuild when the real problem is a weak offer or thin traffic. Grow the traffic first with search engine optimisation or ads, then let the numbers show whether the site is the bottleneck.

Can you speed up my site without a full redesign?

Often, yes. Compressed images, fewer plugins, fewer scripts and better hosting fix a lot of slow sites without any new design. Speed is a ranking and conversion factor, so the work usually pays for itself fast. Here's the most common web design problems and their fixes.

Can you redesign a site built on a template?

Yes, and a lot of our custom builds start exactly there. A business outgrows its template and hits a wall adding the one feature that matters, or the theme ships so much unused code that the site crawls. Nine times out of ten the fix isn't a prettier theme, it's a site built around how your customers actually buy. Here's how custom sites compare with templates.

During the redesign

What happens to my old content and blog posts?

What ranks or converts stays, and moves with a redirect. Stripping out content that was ranking is one of the two ways a redesign hurts SEO; changing URLs without redirects is the other. So the pages, posts and offers already pulling their weight get mapped to their new homes before launch. Here's how technical SEO catches what migrations break.

Can you keep my copy and just change the design?

You can, but it's rarely where the gains are. Words and structure usually move the needle more than visuals, and a page that gets prettier without getting clearer hasn't earned its cost. Copy that already converts stays; the rest gets rewritten with you as part of the build. Here's why copy gets the enquiries.

Can I see the new site before it goes live?

Yes, at every stage. The whole site gets mapped in Figma before a single pixel is designed, then taken from wireframe to high-fidelity design with you. Every layout decision is tied to a conversion reason and tested before it ships. Here's what goes into building a website.

After launch

How will I know the redesign worked?

By the number you agreed at the start. A conversion rate, a load time or a cost per enquiry gets measured against the baseline taken before the redesign. Heatmaps and funnel tracking run from launch day, so the next fix comes from what people actually do. Here's how conversion rate optimisation keeps improving it.

What results have your redesigns delivered?

One stand-out: organic traffic more than doubled and keyword rankings roughly tripled for Nutrition Longevity, a nutrition brand whose old site hid its credibility. That one went better than most, so take it as the ceiling, not the average. MPM's rebuild, alongside new tracking and ads, lifted lead volume 47%. Here's the full redesign story.

Do you look after the site after launch?

Yes. Every project wraps with recorded video training so your team can make edits, then domain help, plugin updates, speed monitoring and coaching after launch. Maintenance packages are there if you'd rather never touch a thing. Here's what's included in a website build.

Answered by Kristina Abbruzzese, Founder, Aesthetic Digital Marketing

Ready when you are

Give your site a number to move.

A free 30-minute call with the strategist who'd run your redesign. Bring your site and your numbers, and leave knowing whether you need a refresh, a redesign or nothing at all.