--- title: "SaaS Website Redesign Designer | Utkarsh Panwar" description: "SaaS website redesign led by positioning: rewrite the story, restructure pages, keep URLs and rankings, then build in Framer. By the designer of codeant.ai." url: https://www.utkarshdesign.com/services/website-redesign author: Utkarsh Dhairya Panwar updated: 2026-10-08 --- # SaaS website redesign for a company that outgrew its site Service · Updated 8 Oct 2026 **A SaaS website redesign is worth it when the company changed (new positioning, product line or buyer) and the site still tells the old story. I start from the message, choose which pages and URLs to keep, then design and build it in Framer, usually in 4 to 8 weeks.** ## Usually the story changed and the site didn't Founders often ask for a redesign because the site looks dated. Usually the bigger problem is that the company now sells something different, to someone different, and the homepage still describes last year's product. That was CodeAnt AI, a code health platform (AI code review, security scanning, code quality, developer metrics) whose go-to-market kept moving while the company went from $0 to a $60M valuation. I revamped the Framer site around the new story, with landing pages for each product line. The usual signs: - A new product line that the homepage doesn't mention, or mentions in a footnote. - A move upmarket: the buyer is now a VP or a security lead instead of the developer who signed up. - Sales says prospects arrive unsure what you do. - Every new page is a one-off because the old site has no system behind it. ## What I keep, what I change A redesign can wipe out a year of search work without anyone noticing. Your best signup page gets a new URL, nobody adds a redirect, and the traffic is gone by the time someone checks. So before any design I pull the pages that rank and the pages that convert, and give each one a decision. | Existing page | Decision | Why | | --- | --- | --- | | Ranks and converts | Keep the URL, redesign the page | Rankings follow the URL and the content, not the layout | | Ranks, doesn't convert | Keep the URL, rewrite the page | The traffic is earned; the page is failing it | | Converts, doesn't rank | Keep, restructure headings and copy for search | Usually a page covering three topics at once | | Neither | Merge or remove, with a 301 to the closest page | Thin pages dilute the site and still need a redirect | Structure (one topic per page, a clear heading hierarchy) gets fixed in the page map, before any visuals. URLs and redirects follow my website migration SEO guide. ## What the redesign includes - A messaging session and a written one-line positioning the founders agree on. - An audit of current pages: traffic, conversions, rankings, and what each page is for. - A new page map with a URL plan and a redirect list for every path that changes. - Wireframes with your real copy, then full visual design of the main pages. - The build in Framer: components, CMS, responsive layouts, metadata and redirects. - A launch checklist and two weeks of Search Console checks after the switch. - ![Entvin Website](https://www.utkarshdesign.com/images/YcM5MFZ07POipRe6EWEbqMapVTY.webp)[Entvin Website](https://entvin.com/): Designed and shipped SaaS website with clear positioning, product storytelling and conversion-focused flows - ![Zania Website](https://www.utkarshdesign.com/images/zelc0Tx9X9vimGsSYWQMkHtzE.webp)[Zania Website](https://zania.ai/): Designed and developed entire website in Framer, from structure to final production deployment Neither replaced an older site, but both show the order I work in. For Entvin (YC S22), positioning and storytelling came before visuals. For Zania I designed and built the whole site in Framer, structure to production. ## How a redesign runs, week by week 1. **Week 1: positioning and the page audit**: One working session on who the site is for now, then the current site page by page with your analytics and Search Console open. 2. **Week 2: page map and URL plan**: Which pages exist, what each has to prove, which URLs stay. I start the redirect list here, weeks before launch day. 3. **Weeks 3 to 4: wireframes, then design**: Homepage and one product page first, with real copy. Once those are agreed, the rest move quickly. 4. **Weeks 5 to 6: build and migrate**: Framer build on a staging link, CMS content moved over, metadata and redirects checked against the URL plan. 5. **Launch, then two weeks of watching**: DNS switch, then Search Console checks for crawl errors and pages falling out of the index, fixed as they appear. A core five-page site sits at the short end. Product lines with their own pages, a blog and a changelog push it toward eight weeks, and slow copy approvals stretch it more than anything else. If you're running it yourself, the website redesign process guide covers each phase. ## Proof ![CodeAnt AI website hero reading 'Your Codebase Reviewed and Secured' with Start Free Pentest and Book a Demo buttons and a row of customer logos, on a laptop](https://www.utkarshdesign.com/images/codeant-laptop-mockup.webp) _The codeant.ai homepage after the go-to-market revamp, designed and built in Framer._ [codeant.ai (live)](https://codeant.ai/): Framer marketing site for a code health platform, revamped as the go-to-market changed. Conversion rate has doubled since launch. [entvin.com (live)](https://entvin.com/): SaaS website for Entvin (YC S22): positioning, product storytelling and conversion-focused flows. ## When a redesign is the wrong fix If the story hasn't changed, traffic is fine and signups are low, a conversion audit of the pages you have will do more than a new site. If only search is weak, restructuring existing pages (as I did at xPay, written up in the Framer SEO guide) costs less than a redesign. And if your team is happy on Webflow, stay there and hire a Webflow designer, because I build in Framer. To start, send work@utkarshdesign.com your current URL, a sentence on what's changed in the company, and your top five pages by traffic. A Framer website of 5 to 8 pages starts from $3,500; the pricing page has the rest. ## Questions people ask ### Will a website redesign hurt our SEO? It can, if URLs change without redirects or ranking pages lose their content. That's why the URL plan and redirect list come before any design, the 301s go live before the DNS switch, and I watch Search Console for two weeks after launch. ### How much does a SaaS website redesign cost? Mostly on how many unique page templates there are and how much content has to move. My Framer websites start from $3,500 for 5 to 8 pages; the redesign cost guide covers what pushes the number up. ### Do you write the copy? I write the structure, headlines and the proof on each page with you. Detailed product copy comes from your team or a copywriter, since you know the customers best. ## Sources 1. [Site Moves and Migrations](https://developers.google.com/search/docs/crawling-indexing/site-move-with-url-changes), Google Search Central 2. [Redirects and Google Search](https://developers.google.com/search/docs/crawling-indexing/301-redirects), Google Search Central ## Start a project Tell me what you're building and where it's stuck: [book a 30-minute call](https://cal.com/utkarsh-design/30min), email [work@utkarshdesign.com](mailto:work@utkarshdesign.com) or [send a brief](https://www.utkarshdesign.com/contact). ## Related - [SaaS website redesign process, step by step](https://www.utkarshdesign.com/guides/website-redesign-process) - [SaaS website redesign cost and timeline](https://www.utkarshdesign.com/guides/saas-website-redesign-cost) - [How to migrate a website without losing SEO](https://www.utkarshdesign.com/guides/website-migration-seo) - [Landing page and website conversion audit for SaaS](https://www.utkarshdesign.com/services/website-conversion-audit) --- Utkarsh Dhairya Panwar, Founding Product Designer and Design Engineer (IIT Roorkee; Founding Designer at CodeAnt AI, YC W24). Email: work@utkarshdesign.com · Book a call: https://cal.com/utkarsh-design/30min · Hire: https://www.utkarshdesign.com/hire · About: https://www.utkarshdesign.com/llms.txt