The document outlines best practices and mistakes to avoid for website redesign. It discusses optimizing the homepage, sitemap, and inner pages. It also covers optimizing the site for search engines and mobile devices. Finally, it provides tips for preparing for a redesign project such as getting organized, auditing existing content and links, hiring a professional, and treating the site as a valuable investment. Redesigns should be done every 2-3 years and budgets should start at $3,500 minimum.