What should I look for in a website redesign proposal?

A strong redesign proposal is specific. It names exactly what gets built, when each milestone lands, how many revision rounds are included, and what happens to all your files after launch. If a proposal is light on specifics — vague deliverable language, no timeline, no mention of SEO migration — that’s not a starting point for negotiation, it’s a warning sign.

What Should Be in Every Proposal

• Explicit deliverables with page count. “A new website” means nothing. The proposal should list every page type being built: home, services pages (by name), location pages, contact, about, blog setup. You should be able to count the deliverables.
• Milestone dates, not just a launch date. Discovery completion, design approval, development handoff, QA, launch — each stage should have a target date. This creates mutual accountability and shows the agency has a real process.
• An explicit SEO migration plan. If the proposal doesn’t mention 301 redirects, URL mapping, or metadata transfer, ask directly. A redesign that doesn’t account for SEO migration can wipe out your existing rankings on launch day.
• Defined revision rounds. Two rounds of design revisions means something specific. “Unlimited revisions” without a process is a recipe for scope creep and a project that never launches.
• Asset ownership post-launch. You should own the domain, hosting account, WordPress files, and design assets after the project closes. If the proposal is vague on this, ask in writing before signing.
• Post-launch support terms. What happens the week after launch if something breaks? How long does the agency stand behind the build? Get this in writing.

Red Flags to Watch For

• No portfolio of comparable work (service businesses, local businesses, similar complexity).
• Pricing that seems too low to include real discovery, design, and development — it usually means a template with your logo dropped in.
• No mention of mobile performance, page speed, or Core Web Vitals.
• A contract that retains hosting or CMS control after you’ve paid in full.

Our redesign proposals cover every item on this list because we’ve seen what happens when they don’t. Request a proposal and you’ll have something concrete to compare against.