Redesigning your mortgage broker website is exciting.

New design. Better messaging. Stronger conversions.

But here’s the uncomfortable truth:

Most website redesigns destroy SEO.

Rankings drop. Traffic disappears. Leads dry up.

And it usually happens because technical migration steps were ignored.

If you’re planning a redesign, this guide will show you exactly how to do it safely.

This is also why working with the best marketing agency for mortgage brokers matters — because redesign success isn’t about visuals, it’s about protecting the SEO foundation underneath.

A safe migration requires technical SEO excellence, ensuring Google can crawl, trust, and rank your new site without losing the authority you’ve already built.

Why Mortgage Broker Redesigns Kill Rankings

Google doesn’t rank design.

It ranks:

• URLs
• Content
• Structure
• Authority
• Internal linking

When you redesign a site and change:

• Page URLs
• Content layout
• Internal links
• Heading structure
• Page speed

Google has to reassess everything.

If migration isn’t handled properly, it treats the site like a brand-new domain.

That’s when rankings crash.

The 8-Step SEO-Safe Redesign Framework

This is the exact process brokers should follow.

Step 1: Audit Your Current Rankings Before You Touch Anything

Before redesigning, document:

• Top-ranking pages
• Suburb pages generating traffic
• Service pages driving leads
• Keywords sitting in positions 4–15

These are your protected assets.

If your “Mortgage Broker Parramatta” page ranks number three, that URL must be preserved or redirected properly.

Step 2: Keep URL Structure Intact (Where Possible)

Changing URLs without proper redirects is the biggest ranking killer.

Example:

Old URL:
/mortgage-broker-richmond

New URL:
/services/richmond-mortgage-help

If the old URL disappears without a redirect, Google sees it as deleted and rankings drop.

Fix: Use 301 Redirects

Every old URL must redirect to the most relevant new page.

Example:

/refinance-melbourne → /refinancing-mortgage-broker-melbourne

Never leave broken pages behind.

Step 3: Don’t Delete Suburb Pages That Rank

Many redesigns try to “clean up” sites by deleting pages.

But if you remove:

• Mortgage Broker Southbank
• Mortgage Broker Bondi Junction
• Mortgage Broker Ryde

You may lose local rankings immediately.

Instead, improve and redesign them. Don’t remove authority.

Step 4: Preserve Content Depth

Designers often simplify pages too much.

But cutting:

• FAQs
• Internal links
• Supporting content
• Keyword-rich headings

Can reduce topical authority.

Modern design must work with SEO, not against it.

Step 5: Protect Your Headings (H1, H2 Structure)

Your headings are critical.

If your current H1 is:

Mortgage Broker Parramatta

And the new design changes it to:

Welcome to Our Services

You’ve weakened relevance instantly.

Always preserve:

• Keyword-rich H1 headings
• Logical H2 structure
• Service and suburb alignment

Design should enhance headings, not remove them.

Step 6: Improve Speed During Redesign (Not After)

Redesign is the perfect moment to:

• Compress images
• Reduce plugin bloat
• Improve hosting
• Optimise mobile layout

If your new site is slower than the old one, rankings can drop.

Faster equals safer.

Step 7: Maintain Internal Linking

Internal linking often breaks during redesign.

Example:

Blog posts that used to link to:

• /refinancing
• /mortgage-broker-melbourne

Suddenly point nowhere.

Before launch:

• Crawl the site
• Fix broken links
• Ensure authority flows correctly

Internal links protect rankings.

Step 8: Submit Updated Sitemap to Google

Once the redesign is live:

• Update your XML sitemap
• Submit it in Google Search Console
• Monitor indexing
• Check for crawl errors

This helps Google understand the new structure quickly.

Example: Safe Redesign for a Sydney Broker

Let’s say a broker ranks for:

• Mortgage Broker Parramatta
• Refinance Broker Sydney
• First Home Buyer Bondi Junction

Safe redesign plan:

• Preserve all ranking URLs
• Keep H1 headings intact
• Improve design and trust elements
• Add stronger CTAs
• Maintain suburb content depth
• Speed up mobile performance
• Set up all 301 redirects
• Submit updated sitemap

Result: Improved conversions without losing rankings.

That’s the goal.

Common Redesign Mistakes to Avoid

• Launching without redirect mapping
• Deleting suburb pages
• Removing FAQ sections
• Changing every URL unnecessarily
• Forgetting mobile optimisation
• Ignoring internal links
• Not monitoring Google Search Console post-launch

Redesign should be strategic, not cosmetic.

How Long Does It Take Google to Re-Stabilise?

If migration is handled correctly:

• Minor fluctuation: 1–3 weeks
• Stability returns quickly
• Rankings often improve due to speed and UX upgrades

If migration is handled poorly:

• Drops can last months
• Traffic recovery becomes difficult

Preparation prevents panic.

Final Thought: Redesign for Growth, Not Risk

A mortgage broker website redesign should:

• Increase conversion
• Strengthen trust
• Improve speed
• Support SEO

It should never erase hard-earned rankings.

When done properly, redesign becomes an upgrade, not a reset.

Protect your URLs, headings, suburb pages, internal links, and authority signals — and your new site will perform better than the old one.