Every conversion-centric web design guide we've published.
Pillar guides, field notes, and case teardowns — filtered to the workflows that ship conversion-centric web design for real engagements. Filter by topic, browse by depth, and jump straight into the work.
A curated reading path for conversion-centric web design.
Every entry below is either a long-form pillar guide or a field note from a live conversion-centric web design engagement — no curated third-party content, no reposts. Use the filters to narrow by topic and the pagination to work through the whole shelf.
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Where we ship conversion-centric web design.
Optimize Plus is headquartered in Austin. We run local and national programmes for Austin-area operators — from Foreign Affairs Auto in South Austin to SaaS teams working across the Central Texas corridor.
Round Rock has its own search behaviour, its own local competitors, and its own buyer expectations. We build programmes that treat it seriously — with local case studies from HVAC, automotive, and home service operators.
Northwest of Austin, the Cedar Park–Leander corridor has matured into a distinct market with its own high-income buyers and its own competitive set. We build programmes tuned for it.
Georgetown has led US city growth rankings for years. That growth reshapes local search every quarter. We build programmes that keep up with the market — not last year's snapshot of it.
Designing sites that convert and rank, not one at the expense of the other
Design and SEO teams working in isolation is how a beautiful redesign quietly costs a business 40% of its organic traffic — a scenario we get called in to fix more often than we'd like. This track exists because web design decisions (navigation structure, page templates, image handling) are SEO decisions whether or not the design team realises it.
The sequencing below front-loads information architecture, because it's the layer most expensive to fix after launch — a redesign that ships with a flattened navigation and no redirect mapping requires a second remediation project within months.
The sequence we teach
- 1. Design information architecture before visual design
Site structure and navigation decisions determine crawlability and internal link equity distribution — get this wrong and no amount of visual polish recovers the lost organic traffic.
- 2. Build with Core Web Vitals as a design constraint
Performance budgets need to be set during design, not discovered during a post-launch audit — hero images, web fonts, and third-party scripts are usually the biggest offenders.
- 3. Plan the migration and redirect strategy before a single page goes live
Every URL change needs a mapped 301 redirect before launch, not a best-effort pass afterward once organic traffic has already dropped.
- 4. QA rendering and indexation post-launch
The first two weeks after a redesign or replatform need active monitoring of GSC coverage and crawl stats to catch issues before they compound.
Skills you should walk away with
- Information architecture and navigation design for crawlability
- Performance budgeting (image optimisation, font loading, script deferral)
- Redirect mapping for site migrations and replatforms
- Component-level accessibility and semantic HTML structure
- Post-launch technical QA and monitoring
Where teams usually go wrong
The most common and most damaging failure — URL structure changes without a 1:1 redirect map lose accumulated link equity and can tank rankings within days of launch.
Large unoptimised hero images and auto-playing video backgrounds are the most frequent cause of a redesign that looks impressive but performs worse on LCP than the site it replaced.
Reducing a deep, topic-organised navigation to a minimalist mega-menu without preserving internal link paths to deep content pages orphans pages that previously ranked well.
Treating launch day as the finish line rather than the start of a two-week active monitoring period means indexation or rendering problems compound before anyone notices.
How to measure progress
- Organic traffic and ranking retention rate in the 30, 60, and 90 days post-launch
- Core Web Vitals pass rate by template, pre- vs. post-launch
- Redirect coverage rate (percentage of old URLs with a mapped 301)
- GSC coverage errors surfaced in the first two weeks post-launch
- Conversion rate on redesigned templates versus prior baseline
Questions we get about this track
- Will a website redesign hurt our SEO?
- It can, but it doesn't have to — the redesigns that hurt SEO are the ones that change URL structure without a redirect map, flatten navigation without preserving link paths, or ship with unoptimised performance. Planned properly, a redesign can improve rankings.
- How far in advance should SEO be involved in a redesign project?
- From the information architecture phase, before visual design begins — retrofitting SEO considerations after wireframes are approved is far more expensive than building them in from the start.
- What's a redirect map and why does it matter so much?
- A complete, page-by-page mapping of every old URL to its new equivalent, implemented as 301 redirects at launch — without it, search engines encounter broken links and lose the accumulated authority signal tied to the old URLs.
- How long should we monitor a site after launch?
- Actively for the first two to four weeks, checking GSC coverage, crawl stats, and Core Web Vitals daily, then at a reduced but consistent cadence for the following two months as rankings stabilise.
- Do animations and interactive design elements hurt page speed?
- They can if implemented with heavy, render-blocking JavaScript — the fix is usually deferring non-critical scripts and using CSS-based animation where possible, not eliminating interactivity entirely.
- Should we redesign and migrate SEO content at the same time?
- Where possible, separate the two — a simultaneous redesign and content overhaul makes it far harder to isolate the cause if organic traffic drops post-launch, since you can't tell which change was responsible.
Ready to put this into practice?
The guides above document the philosophy. The Conversion-Centric Web Design service page documents the engagement — scope, deliverables, cadence, and pricing.