Once a redesign is genuinely the right call, a clear, evidence-based brief is what separates a site that solves the original problem from one that just looks different.
Specific findings — a broken conversion path, a technical platform limitation — should directly shape the brief, not just "make it look modern."
Existing SEO equity, brand elements, and content that's actually working shouldn't be lost just because everything else is being rebuilt.
A specific conversion or performance target gives the redesign a clear success criterion beyond subjective visual approval.
A redesign that only addresses visuals while leaving the same weak copy and structure often disappoints for the same underlying reasons.
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