Website redesign with a focus on UX: so customers quickly find what they came for.

02 / 08

When a redesign pays off, and the sites I build

A redesign pays off when your site is supposed to bring in enquiries or bookings and brings in few, when it loads slowly or is awkward to use on a phone, or when people call with questions whose answers are on the site but hard to find.

You don't always need a new site. If the site brings in enquiries and the problem is one page or one form, fixing that page is enough, and your current web developer can do it. If you need a simple online business card with contact details, opening hours and a few photos, and most of your customers come through referrals, an off-the-shelf tool such as WordPress with a ready-made theme, Webnode or Wix will do. It costs less and you can edit the text yourself. If that's your situation, I'll tell you on the first call.

A bespoke site makes sense when it has to do more than show information: book appointments, send enquiries straight into your CRM, work out an indicative price or run in several languages and still stay fast. I don't build custom online stores, but I can connect your existing store to your warehouse or accounting software, so nobody has to retype orders.

For small and mid-sized companies, I mostly build these kinds of sites:

• Company and freelancer websites: services, examples of work and contact details that read well on a phone
• Multilingual company websites, for example for a manufacturer that needs Slovak, English and German versions
• Websites with appointment booking linked to Google Calendar, for example for servicing, consulting or other services
• Websites with enquiry or quote request forms that put the details straight into your CRM and send you a notification
• Calculators that give the customer an indicative price or saving, like the time-savings calculator on this site

03 / 08

UX audit of your current site: what I find out before designing

Every redesign starts with an audit of the current site. I only start designing once I know what works on the old one and where you're losing people.

I learn a lot from the people who talk to your customers. If your receptionist or salesperson answers the same question every week, the answer belongs on the website, somewhere people will see it. On top of that, I look at the following:

• Search Console: which search terms your site shows up for on Google, which pages people open and which ones Google hasn't indexed at all
• Traffic, if you track it: where people come from, which pages they leave on and how many reach your contact details
• The site on a phone: whether it's comfortable to read and use with a thumb, how long it takes to appear and whether content jumps around under your finger
• Forms and contact: how many fields people have to fill in, whether they know what happens next and whether they get a confirmation
• Customer questions: what people ask by phone or email even though the answer could be on the site
• Accessibility: text contrast, font size, image descriptions and whether the site works without a mouse

04 / 08

Design, clickable prototype and development

From the audit, I put together the site structure: which pages there will be, what goes on each one and where the button you want customers to press will sit. I write the copy so that the first sentence on each page says what you do, for whom and where.

I then turn the key pages into a clickable prototype that you can open on your phone and computer and click through before I start coding. Changing a prototype is quick; changing a finished site costs more.

I build the site in Next.js and React, the same as this one. Page addresses often change in a redesign, so I redirect every old address to its new one (a 301 redirect). People with an old link and Google both end up in the right place, and you don't needlessly lose what the site has already built up on Google.

Before launch, I go through the site on several phones and browsers, test every form and booking, and check that notifications go where they should.

05 / 08

Speed on mobile: Core Web Vitals

I check speed in two ways. Lighthouse, where this site's scores come from, is a lab test on a single simulated device and is useful during development. Search Console shows real data from your visitors once the site gets enough traffic, so after launch I keep an eye on both.

For real visitors, Google assesses a site by its Core Web Vitals, three measures of speed and stability. It considers these values good when at least 75% of visits reach them:

• LCP, loading of the main content: within 2.5 seconds
• INP, response to a click or tap: within 200 milliseconds
• CLS, content shifting while the page loads: 0.1 or less

06 / 08

Accessibility: WCAG and the European Accessibility Act (EAA)

I build for accessibility according to WCAG 2.2, level AA. In practice, that means sufficient contrast, readable type, image descriptions, forms with clear labels and error messages, and a site you can use with a keyboard and a screen reader. It also helps people without any disability, for example when reading on a phone in bright sunlight or using it one-handed on the tram.

The European Accessibility Act (EAA, Directive (EU) 2019/882) applies across the EU, and each country has implemented it in its own law. In Slovakia, that's Act No. 351/2022 Coll. on the accessibility of products and services for persons with disabilities, in force since 28 June 2025. The Slovak act covers services for consumers, such as selling online, banking services and passenger transport, and does not apply to services provided by microenterprises: companies with fewer than 10 employees and an annual turnover or balance sheet total of up to €2 million.

Whether the law applies to you, and in which country, is a question for a lawyer. Either way, I'll build your site to meet the WCAG requirements. The European standard EN 301 549, which is most often used to assess accessibility under the EAA, is based on WCAG 2.2 in its current 2026 version.

07 / 08

Technical SEO, GEO and lead tracking

GEO (generative engine optimization) means optimising a website for AI search tools such as ChatGPT, Gemini and Perplexity. Most of what helps on Google helps there too: AI assistants cite pages they can read and that answer the question clearly and specifically.

This site has structured data and an llms.txt file. In October 2026, ChatGPT listed me first for questions asked in Slovak about automation and CRM for Slovak accounting firms, ten days after I launched a page on that topic. I describe how I assess an existing site for Google and AI in my SEO and GEO audit. On a new site, I take care of the following:

• Every service has its own page, and its first sentence says what you do, for whom and where
• Structured data following schema.org: who you are, what services you offer, contact details and answers to common questions
• A sitemap, correct canonical addresses and, on a multilingual site, hreflang tags so Google knows which version belongs to which language
• A robots.txt file that keeps crawlers out of the admin area but lets in OAI-SearchBot, the ChatGPT search crawler. According to OpenAI, sites that block it don't appear in ChatGPT's search answers.
• An llms.txt file with a short overview of the site for AI tools. It's only a proposal so far, and Google says explicitly that no special files are needed for its AI features in Search. I add it because it takes little work, but I don't give it much weight.
• Tracking: Search Console, analytics with events for a submitted form and a booked call, and UTM tags on links you share yourself, for example in your Google Business Profile or email signature
• A “How did you hear about us?” question in the form. No analytics tool will catch a referral from a friend or a ChatGPT answer that nobody clicked, but the person will tell you.

08 / 08

Price, hosting and terms

I don't publish a redesign price in advance: it depends on the number of pages, how much copy needs writing from scratch and features such as booking, extra languages or a CRM connection. After the first call, which is free, you get a specific price and delivery date, not a range.

I split the quote into parts, such as the UX audit, design, development, booking and CRM connection. Once you agree to the quote or some of its parts, I prepare a free prototype so you can check that the site will work the way you need before you make a final decision. You pay 20% when you order and the rest after handover.

By default, I run the site on my own accounts for a monthly fee that covers hosting, backups and updates. I always fix bugs on a site I built for free and price new features separately. If forms or bookings collect personal data, we sign a data processing agreement under Article 28 GDPR.