The structure reflects the organisation chart
New buyers have to understand internal departments before they can find a relevant service or capability.
B2B website redesign and controlled migration
B2B website redesign with content migration.
Brand Bar redesigns established B2B websites around clearer buying journeys, reusable page systems and a controlled transition from the current site.
When a redesign becomes necessary
The visible design is often only the first symptom.
A mature company may have accumulated years of pages, documents, campaign URLs and internal workarounds. The website still functions, but it no longer explains the business with the same clarity as the sales team.
Replacing it safely means understanding what should change, what should remain available and which technical dependencies must not be disturbed.
Important pages are inconsistent
Years of additions have produced different layouts, duplicated messages and competing calls to action.
The company looks less established
Visual presentation and proof no longer match the quality, scale or specialisation of the business.
Content is hard to maintain
Small changes depend on technical work, so pages gradually become outdated or incomplete.
Search visibility feels fragile
The team is concerned that changing navigation or URLs could lose valuable traffic.
Launch feels operationally risky
Domain, email, hosting and third-party access are not clearly separated in the current setup.
The redesign outcome
A clearer website and a controlled route from old to new.
The redesign is planned as a replacement project, not a visual experiment performed on the live website.
- 01
Priority audiences can reach relevant products, services and capabilities through a simpler hierarchy.
- 02
Approved content moves into consistent templates instead of being copied page by page without review.
- 03
Important existing URLs are recorded and mapped before the new site launches.
- 04
The replacement is reviewed privately while the current website and email remain in operation.
- 05
The launch method can be coordinated with the client’s IT team, SEO specialist or hosting provider.
- 06
The delivered system supports future pages without returning to the old pattern of one-off layouts.
Concept gallery
Website directions for complex B2B businesses
Self-initiated design concepts exploring how different technical and professional businesses could present their offer more clearly.
These are original demonstration projects, not claims of completed client work.
01
Self-initiated concept
Industrial automation
- Industry
- Manufacturing technology
- Business challenge
- A broad technical offer with multiple systems, applications and decision-makers.
- Proposed direction
- A capabilities-led structure that helps buyers move from an application to a relevant solution and enquiry path.
- Key page types
- Homepage · Capabilities · Industries · Solution detail
- Project status
- Self-initiated website concept
02
Self-initiated concept
Renewable energy
- Industry
- Clean energy infrastructure
- Business challenge
- Services, technologies and project evidence compete for attention across different buyer priorities.
- Proposed direction
- A solution-led structure connecting energy challenges with relevant capabilities, proof and a clear project enquiry path.
- Key page types
- Homepage · Solutions · Projects · Impact · Contact
- Project status
- Self-initiated website concept
03
Self-initiated concept
Biotech and diagnostics
- Industry
- Life sciences
- Business challenge
- Complex research and diagnostic technologies must be explained without weakening scientific credibility.
- Proposed direction
- An evidence-led structure linking research areas, technology, validation and partnership enquiries.
- Key page types
- Homepage · Technology · Research areas · Evidence · Contact
- Project status
- Self-initiated website concept
04
Self-initiated concept
Logistics and supply chain
- Industry
- Freight and distribution
- Business challenge
- Multiple services, routes and coverage areas make it difficult for buyers to identify the right logistics option.
- Proposed direction
- A service-and-route structure that moves buyers from a shipment need to coverage, proof and a relevant enquiry.
- Key page types
- Homepage · Services · Coverage · Sectors · Quote request
- Project status
- Self-initiated website concept
05
Self-initiated concept
Precision engineering
- Industry
- Advanced manufacturing
- Business challenge
- Components, specifications, applications and quality evidence need to work for both engineers and procurement teams.
- Proposed direction
- A product-and-application structure that makes technical detail easier to scan while keeping manufacturing proof close to the decision.
- Key page types
- Homepage · Capabilities · Components · Applications · Quality
- Project status
- Self-initiated website concept
06
Self-initiated concept
Offshore energy
- Industry
- Marine engineering
- Business challenge
- Technical services, operating environments and assurance information are difficult to connect in one clear offer.
- Proposed direction
- An operations-led structure connecting offshore challenges with services, technical assurance and relevant project evidence.
- Key page types
- Homepage · Services · Operations · Projects · HSEQ
- Project status
- Self-initiated website concept
07
Self-initiated concept
Energy infrastructure
- Industry
- Engineering and construction
- Business challenge
- A wide capability set and projects across multiple sectors can make the company appear general rather than specialised.
- Proposed direction
- A capability-led structure supported by sector pathways, project scale and measurable engineering evidence.
- Key page types
- Homepage · Capabilities · Sectors · Projects · Project detail
- Project status
- Self-initiated website concept
08
Self-initiated concept
Medical technology
- Industry
- Laboratory diagnostics
- Business challenge
- Diagnostic systems must be understood by different clinical, technical and purchasing audiences without losing trust.
- Proposed direction
- A solution-led structure connecting diagnostic needs with equipment, evidence, support and a suitable enquiry route.
- Key page types
- Homepage · Solutions · Products · Product detail · Support
- Project status
- Self-initiated website concept
09
Self-initiated concept
Architecture and construction
- Industry
- Building systems
- Business challenge
- Services, systems and project experience need to demonstrate both design quality and technical delivery.
- Proposed direction
- A project-led structure that connects sectors and services with relevant buildings, processes and technical evidence.
- Key page types
- Homepage · Services · Sectors · Projects · Project detail
- Project status
- Self-initiated website concept
10
Self-initiated concept
Cybersecurity platform
- Industry
- Enterprise software
- Business challenge
- Platform features, threat scenarios and technical proof can obscure the business value for enterprise decision-makers.
- Proposed direction
- A use-case-led marketing structure that connects security risks with platform capabilities, evidence and a demonstration request.
- Key page types
- Homepage · Platform · Use cases · Integrations · Request a demo
- Project status
- Self-initiated website concept
11
Self-initiated concept
Sustainable packaging
- Industry
- B2B manufacturing
- Business challenge
- Product families, production capability and sustainability claims must be clear enough for different commercial buyers.
- Proposed direction
- A product-led structure connecting packaging requirements with materials, manufacturing proof and environmental evidence.
- Key page types
- Homepage · Products · Applications · Manufacturing · Sustainability
- Project status
- Self-initiated website concept
12
Self-initiated concept
Legal and strategic advisory
- Industry
- Professional services
- Business challenge
- Overlapping services and specialist expertise can feel generic when proof, people and sector knowledge are separated.
- Proposed direction
- An expertise-led editorial structure connecting business situations with relevant services, advisers and consultation pathways.
- Key page types
- Homepage · Expertise · Sectors · People · Contact
- Project status
- Self-initiated website concept
Redesign scope
The project separates what must be preserved from what needs to change.
A redesign audit is not limited to screenshots. It connects current URLs, content value, buyer journeys, technical requirements and the future page system.
Current-site inventory
Record priority URLs, page types, forms, documents, analytics and known dependencies.
Content decisions
Identify what should be retained, consolidated, rewritten, archived or moved into a new context.
Future architecture
Build navigation and page relationships around how buyers evaluate the offer.
Reusable templates
Create an agreed system for services, capabilities, sectors, projects, resources and enquiries.
Redirect map
Match important old URLs to relevant new destinations rather than sending everything to the homepage.
Launch plan
Define staging, approval, deployment responsibilities, DNS boundaries and post-launch checks.
A controlled replacement
The live website remains separate until the new version is approved.
The exact responsibilities depend on the client’s infrastructure, but the project provides a clear review and handoff path rather than assuming unrestricted control of every system.
01 — Audit and discovery
Review the current website, business priorities, audiences, content, URLs and technical ownership.
02 — Architecture and migration plan
Agree the future page system and identify content and URL decisions before design expands.
03 — Design and development
Create and build responsive templates on a private staging address.
04 — Content and redirect implementation
Migrate approved material and configure the agreed URL mappings.
05 — Testing and coordinated launch
Check forms, responsive layouts, metadata and redirects before the approved deployment method is used.
Migration and SEO
Existing visibility is an input to the redesign, not an afterthought.
No redesign can guarantee unchanged rankings, but avoidable migration errors can be reduced. Valuable pages should not disappear simply because the navigation and visual system are changing.
Technical implementation is distinct from an ongoing SEO campaign. The website can provide a crawlable foundation and implement an approved plan while a client-side or external SEO specialist owns broader search strategy.
Included foundation
- Current URL recording
- Self-referencing canonical URLs
- XML sitemap inclusion
- Metadata implementation
- Agreed one-to-one redirects
- Basic structured data and crawl checks
Separate SEO scope
- Full keyword research
- Content gap analysis
- Backlink risk assessment
- SEO copywriting
- Ongoing ranking and traffic monitoring
Practical questions
What to know before a redesign or development project
01Will the redesign disrupt our current website or email?+
The replacement is designed and reviewed separately. The current site, domain and business email remain untouched until the new version is approved and the launch plan is agreed with the relevant technical provider.
02What happens to existing URLs?+
Priority URLs are recorded and matched to relevant destinations in an agreed redirect map. A redirect should preserve context; sending every old page to the homepage is not an appropriate migration plan.
03Do we need to migrate every old page?+
Not necessarily. Some pages should be retained, some consolidated and some removed. These decisions should be based on business value, search visibility and whether the content still serves a real audience.
04Can our SEO agency participate in the project?+
Yes. An SEO specialist can provide keyword, content and technical recommendations for implementation. Access and responsibilities are agreed without requiring control of unrelated server systems.
05Can you deliver the website to our own provider?+
Yes. The project can be delivered as Astro source code, a production-ready build and technical documentation, or launched through an agreed managed service.
Plan the replacement
What is preventing your current B2B website from moving forward?
Share the current URL and the main structural, content or technical concern. You will receive an initial response with the likely redesign scope and the areas that should be protected during migration.
info@brand-bar.net ↗