When it makes sense
When the site exists and gets some traffic, but visitors do not turn into enquiries. Or when the business has moved on and the site is still describing what you did three years ago.
What comes first
Not the design. First we look at what the current site already delivers — which pages get traffic, where people arrive from, where they drop out. Those pages get kept and improved rather than deleted.
The thing to watch
The most common redesign failure is losing search rankings because page addresses changed and the old ones were never redirected. Here redirects are part of the job, not an afterthought once traffic has already dropped.
We measure before and after, so it is visible whether the change actually helped.