How to redesign without losing traffic

Why it happens

A redesign usually changes URLs. If nothing tells search engines where the old addresses went, that accumulated value is simply dropped.

The order of work

1. Inventory first. List every existing page before touching anything.
2. Identify what earns. Which pages bring visitors and enquiries?
3. Map old to new. Every old URL points at its closest new equivalent.
4. Set redirects at launch. Not afterwards.
5. Watch for a few weeks. Errors surface after launch, not during.

Keep what works

If a page already brings enquiries, the safest redesign changes its appearance and keeps its address and substance.