Relaunch
A relaunch describes the comprehensive revision or realignment of an existing product, a brand or, in particular, a website. The aim is to optimize both the perception and the performance of an offer through improved functionality, a more modern appearance or an adapted strategy - whether in terms of user-friendliness, brand image or search engine rankings.
What does "relaunch" mean?
The term is made up of the English "re" (for "new" or "again") and "launch" and thus stands for a reintroduction in a revised form. While a launch refers to the start of a completely new project, a relaunch explicitly refers to the redesign or further development of an existing system - with the aim of making it more modern, more efficient or more brand-compliant.
The most important facts about the relaunch in brief
A relaunch is the comprehensive revision of an existing website in terms of technology, design, content or strategy.
It becomes necessary if the site is outdated, SEO results are declining or target groups and brand presence are changing.
A relaunch usually includes a new design, optimized page structure, better loading times and mobile-friendly presentation.
SEO should be considered from the outset - including keyword mapping, redirects and content migration.
Common mistakes include missing redirects, unused tracking or planning without a focus on user needs.
Those who plan the relaunch holistically will increase visibility, user experience and conversion in the long term.
What types of relaunches are there?
Not all relaunches are the same - depending on the objective, scope and initial situation, different types of relaunches can be distinguished. These address different levels of a website or brand and each requires special approaches and skills.
The technical relaunch comprises the revision of the system architecture and the technical basis of a website. The aim is usually to improve performance, security or maintainability. Typical measures include
Switching to a new content management system (CMS)
Migration to higher-performance hosting
Improvement of the core web vitals (e.g. loading times, interactivity)
Introduction of modern web technologies (e.g. headless architectures, progressive web apps)
GDPR-compliant adaptations
A technical relaunch often remains unchanged in terms of design, but has a profound impact on SEO, structure and user experience.
The design relaunch involves a complete overhaul of the website's visual appearance. The focus here is on usability, aesthetics and user experience (UX). Typical elements are
Modernization of the screen design (e.g. responsive layout, mobile first)
New color schemes, typography or imagery
Improved user guidance through intuitive navigation
Accessibility and conversion-optimized design
A design relaunch can also support a rebranding without fundamentally changing the content or technology.
The content relaunch focuses on the text, media and information structure of the website. It often goes hand in hand with a new content strategy, for example:
SEO realignment to relevant keywords and topic clusters
Optimization or new creation of texts
Elimination of outdated or duplicate content
Integration of multimedia content (videos, infographics, interactive elements)
A well-planned content relaunch is particularly important for visibility in search engines - ideally with an accompanying SEO audit.
A strategic relaunch is the most comprehensive form of realignment. It not only affects design or technology, but also questions the entire positioning, brand message and target group approach. Typical scenarios:
Company changes market position or business model
Addressing new target groups (e.g. B2C instead of B2B)
Introduction of a new brand identity (logo, tonality, vision)
Comprehensive conversion optimization (e.g. new funnels, call-to-actions)
A strategic relaunch should be prepared by a thorough brand analysis and target group research and usually involves several areas of the company - from marketing to IT to management.
When does a website relaunch make sense?
A relaunch is often the consequence of technical weaknesses, changed objectives or new requirements. An overview of the most common triggers:
Outdated technology or design
Technical deficits, outdated frameworks or an outdated appearance look unprofessional and hinder extensions or security updates.
Poor SEO performance
Declining visibility, long loading times or unstructured content are clear signals. A relaunch creates the basis for better rankings.
Lack of mobile optimization
Without responsive design, companies lose mobile users - and therefore potential customers. Mobile first is standard today.
New products or target groups
An expanded product range or changed target groups require new content, approach and user guidance.
Changes in the brand strategy
A rebranding or a new brand positioning must also be reflected digitally - and usually requires a well thought-out relaunch concept.
How does a website relaunch work?
A successful relaunch follows a clear process. The individual phases interlock and ensure that technology, design, content and SEO work together optimally.
1. Analysis & planning
The first step is to take stock: What works, what doesn't? Important steps include defining goals and KPIs, evaluating the existing website, and determining the scope of the project.
2. Concept & structure
This is where the sitemap, navigation logic, and page structure are created. Content is planned, and wireframes serve as visual blueprints for later layouts.
3. Design & technology
The website is given a new visual concept and is technically implemented—responsive, accessible, and performance-oriented. This phase also includes usability tests and quality controls.
4. SEO preparation
Search engine friendliness is a must: redirect concepts (301), clean meta data, structured markup, and crawling tests are just as important as avoiding duplicate content.
5. Go-live & monitoring
The launch is followed by continuous monitoring: Are tracking, redirects, and loading times working? Early monitoring helps to quickly identify errors and stabilize rankings.
What mistakes are frequently made during a relaunch?
A relaunch offers great opportunities - but also harbors risks. If you neglect key points, you risk ranking losses, usability problems or incorrect data. An overview of the most common stumbling blocks:
Missing redirects (404 errors)
If the old URL structure is not properly redirected to new pages, dead links are created - a bad signal for users and search engines.
Loss of visibility
Without proper SEO preparation, a relaunch can lead to a massive drop in rankings. Particularly critical: incorrect URL strategies, missing keywords or deleted content.
User needs ignored
A relaunch that is only geared towards internal ideas often fails to meet the expectations of the target group. UX and user guidance must take center stage.
Lack of SEO integration
SEO should be considered right from the start - not just shortly before going live. Technical, structural and content-related measures must be coordinated.
No tracking set up
If web analytics tools such as Google Analytics or a functioning tag management system are missing, the success of the relaunch cannot be measured - and optimization potential remains untapped.
What role does SEO play in the relaunch?
A website relaunch without a well-thought-out SEO strategy can lead to significant visibility losses. To maintain—or even improve—rankings, search engine requirements should be taken into account from the outset.
Keyword mapping & structure
All existing and new pages require clean keyword mapping. Content is specifically aligned with search intent, and the new page structure follows a clear, logical hierarchy.
Redirect planning
Old URLs must not lead to nowhere. A 301 redirect concept ensures that search engines and users are directed to the appropriate new pages – essential for maintaining rankings.
Content migration without duplicate content
When transferring content, duplicate indexing should be avoided. Each piece of content needs a unique target URL – adapted to the new structure and search intent.
Monitoring & technical control
After going live, active SEO monitoring is a must. Tools such as Google Search Console or Screaming Frog help identify errors and evaluate performance data.
Relaunch checklist
A website relaunch is a complex project with many adjustments. This compact checklist helps you to keep track and avoid typical mistakes - before, during and after going live.
Before the relaunch
✅ Create a complete backup of the existing website.
✅ Define a redirect plan for old URLs (301 redirects).
✅ Perform content inventory and comparison with new content.
✅ Define keyword mapping and SEO goals.
✅ Prepare tracking and tag management.
During the relaunch
✅ Functionality and usability tests on all devices
✅ SSL certificate active and correctly integrated
✅ Check loading times and optimize resources if necessary
✅ Keep an eye on Core Web Vitals
✅ Test internal linking and navigation
After the relaunch
✅ Check redirects (e.g., with Screaming Frog)
✅ Monitor rankings and visibility (e.g., with Search Console)
✅ Check error pages, broken links, and duplicate content
✅ Validate analytics and conversions
✅ Schedule regular monitoring and readjustments
Conclusion: This is how a relaunch works!
A website relaunch is far more than just a fresh design or a technical upgrade - it is a strategic opportunity to take your online presence to a new level. Those who plan and implement the relaunch holistically can sustainably improve usability, visibility and conversion potential.
The close integration of technology, content, design and SEO is crucial - the relaunch will only be fully effective if all areas are coordinated.
Whether technical modernization, brand adaptation or content realignment: a relaunch pays off - if it is well prepared.
