Before the redesign, Good Business Lab needed to know what the existing website was hiding.
A 302-page crawl audit, audience research, search analysis, and behavioural review gave the team a clearer basis for deciding what to repair, what to redesign, and what not to carry into the new site.
The redesign question was larger than design
Good Business Lab was preparing to redesign its website. Before changing layouts and pages, the team needed a reliable view of the search, content, audience, and behavioural patterns already present in the existing site.
Without that baseline, a redesign could make the site look different while carrying broken links, thin metadata, unclear page roles, and search dependencies into a new system.
Establishing the technical baseline
La Rouge crawled 302 pages and documented issues that could affect discovery, accessibility, and maintenance. The crawl found 17 pages returning 404 errors, 233 pages without meta descriptions, 207 pages without H1 headings, 19 broken internal links, and 241 images without alt attributes. The auditing platform reported a 77% site-health score.
The counts were not treated as a flat checklist. The work separated urgent repairs from issues that should be resolved through the redesign’s information architecture and content model.
Understanding how the site was being discovered
The review looked at branded and non-branded search, competitor patterns, keyword opportunities, backlinks, referring domains, and potential link risk. The question was not simply “Which keywords should Good Business Lab target?” It was which topics and page types could support the organisation’s audiences and goals without duplicating or diluting existing content.
Looking beyond search volume
Search data could show what people looked for, but not always what they needed once they arrived. Audience research and persona work connected the website to the questions, motivations, and information needs of the people Good Business Lab wanted to reach.
Microsoft Clarity was used to inspect on-site behaviour and identify where readers engaged, hesitated, or left. That made the recommendation more useful than a crawl exported without context.
Turning findings into redesign priorities
The engagement concluded with a prioritised roadmap. Immediate repairs were separated from structural decisions, content opportunities, and work that belonged in the new site. This gave the team a practical sequence rather than a long undifferentiated list of issues.
What this case proves
This case demonstrates La Rouge’s discovery method: inspect the current system, connect technical findings to audience and business questions, and make the next decision easier to defend.
It does not claim a later traffic, ranking, lead, or conversion increase. Implementation and post-launch measurement are not documented in the evidence available for this page.
