Website Redesign: Building The Ultimate Guide and Strategy


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The Ultimate Guide to Building a Website Redesign Strategy

Learn everything you need to know to build a website redesign strategy that attracts and converts visitors.


When is it the time to invest in a website redesign?

So, you want to begin a website redesign. Perhaps you just changed your product or underwent a brand makeover. Whatever your motivation, a redesign may either be a big success… or a complete failure. It may also be a time-consuming and very tiresome process, which is why every redesign must begin with a clear goal and/or issue to address.

Either way, the better you are at defining that goal, the smoother the process will be, and the more successful your redesign will be…

So whether you’re working with an agency, redesigning your website yourself, or suggesting a redesign, this guide has tips (or tricks) to help you plan your website redesign and make sure that it turns into a huge success – and not a big failure…

Website Redesign

Okay, so for those wondering what a website redesign process is similar to a web design process, it’s the process of changing and updating structure, format, content, and how to navigate your website to improve performance and user experience and convert more visitors.

And if you are still wondering, it’s the process of making your website or landing page better than it was before if you do it right.

Many businesses and organisations redesign their website to handle more traffic as their business continues to grow. While others invest in a website redesign as part of a strategy for rebranding. So no matter the reason, the project itself is a big undertaking, not to mention an essential one to get right, since your website plays a critical role in your marketing and your brand image.

As a matter of fact, new research conducted has found that almost 50% of consumers see a website design as crucial to a business’s overall brand. Wow, 50%. So, essentially too many visitors that visit your website is just as important as the product you sell.

Quick fact for you, in 2010, there were over 2 billion internet users worldwide, and in July of 2022, there were over 5 billion. Now back to reading.

How often should you redesign your website?

So, according to Business 2 Community, a website’s life span is about 1.5 to 2.5 years. And that’s because design trends change and technology keeps advancing; this is approximately how long a redesign will feel ‘fresh’ and competitive. However, this is only a standard, so you will need to find what works best for you, your business or your organisation.

I’ll give you a few factors that go into how often you should redesign your website:

  • How often do your brand or goals change? When you’re itching for a new site, so ask yourself, “Does this website represent who we are as a company?”
  • How much budget did you put into design and development? Ask yourself, “Can a website design wait, or do I have a valid reason to use the budget on our website now?”
  • How long your website stays fast and functional. Take a step into your customers’ shoes. See if you can go about the website and find everything you want to find without stumbling into any errors or long page load times. Almost 50% of websites get between four to about six page views per visit, so all that browsing means that your website’s speed and navigation play a significant role.
  • The performance of your website. Ask yourself, “Is this site converting a reasonable amount of traffic? Do your visitors stay on the web page for a suitable amount of time, or do they just bounce?”
  • Changes in your industry. For example, when Google said that it would be changing to mobile-first indexing, it was stressed that websites be more mobile-friendly, or they would lose organic traffic from Google, so a responsive design is important.

Your website is your virtual real estate. It’s where visitors and customers come when they want to ask you a question, read content, or purchase products or services. And for that, it’s best to be extra prepared when you want to commit to a website redesign.

You might spend more time building your actual website redesign plan than you will spend on the redesign itself. Don’t worry if you’re trying to figure out what will go into your website redesign strategy. We’ll give you some crucial points to follow.

How to Redesign a Website

  1. Benchmark your current performance metrics
  2. Determine your website redesign goals
  3. Define your branding and messaging
  4. Define your buyer persona(s)(target audience)
  5. Protect your search engine optimized pages
  6. Analyse the competition
  7. Take inventory of your high-performing assets
  8. Choose the right software

Let’s break down the eight important website redesign tips to consider when planning and completing your redesign.

1. Benchmark your current performance metrics

Before you start planning your website redesign, it’s crucial that you document your current performance metrics. This will show you where your existing website is and what metrics you can improve on while you redesign.

Analyse your website’s monthly performance in the following areas. The relevance and importance of each may be different depending on your website redesign goals, but it’s helpful to get each of these metrics before you start your redesign.

  • Number of visits, visitors, and unique visitors
  • Bounce rate
  • Time on site
  • Number of inbound links
  • Top-performing keywords in terms of lead generation, traffic, and rank
  • Total new leads and form submissions
  • Total sales generated
  • Total pages indexed
  • Total pages that get traffic

If you don’t have this information on hand, I recommend tools like Google Analytics for better visibility and tracking of your website’s performance. And if you do not have Google Analytics set up, you can get in touch with us, and we can do that for you.

Google Page Insight

Furthermore, make a note of the tools you used to measure each one of these benchmarks in the past. Ideally, you will want to use those very same tools when collecting your post-redesign metrics. Otherwise, you will be comparing tomatoes to potatoes.

2. Determine your website redesign goals

Have you discovered the “why” behind your website redesign? When considering a redesign, you should always have a good why behind it.

If your answer is, “well, it’s been a while since we have done one”, or “my competition just did a redesign”, those reasons, they are not good enough on their own.

Remember: it’s not just about the look of the site but more so how your site works. Be very, very clear about why you are doing a website redesign, and find ways to measure those goals with the result. Then, make sure to share those goals with your team, designer, or agency.

Consider these data-driven objectives for your website:

  • To increase the number of visits and visitors ( both because a visitor might visit more than once)
  • To increase the time spent on the website
  • To reduce the bounce rate
  • To improve domain authority
  • To increase the total leads and form submissions
  • To increase the number of sales generated
  • To enhance your current SEO rankings for important keywords
  • To rank higher in organic search

A lot of these goals depend on each another. In order to generate more conversions, you might also need to improve traffic while also decreasing the site’s bounce rate.

Also, look at the previous metrics you got from the last step. Are there any metrics you can improve on with this new website? You should use your old metrics to inspire new goals.

3. Define your branding and messaging

Before getting to work on your website design and content, be very clear about your desired branding, message, and your unique value proposition. If you do that, you will ensure consistency across your entire website.

Anyone who sees your website for the first time should immediately grasp what you do, how you can benefit them, and why they should stay on your site so that they don’t go to your competitors. We don’t want that now, do we?

Take a look at our homepage as an example: It should immediately be clear what we offer, what we do, and how any visitor can get started. And if not, then we need to do a website redesign.

Sey C Solution Homepage website redesign

Now think about whether you are going to change your branding and/or messaging. If you are going to change it, what needs to be changed? Now keep these changes in mind as you redesign your website.

As you are developing your messaging, use clear, concise language. Avoid using industry jargon that may confuse and even isolate some of your audience and most likely make you sound more like a business-babbling robot than, well, a human.

Also, as you build your company branding, try to visualise what aspects of your website need to be redesigned and what parts can stay the same. Do you have new design elements, logo, style, new call to action, or color palettes? Be sure to apply these to your new website so that it remains consistent with other parts of your what?

Your brand, you guessed it. If not, I would like your attention.

4. Define your buyers' persona(s)

Your website is not just about you. As a matter of fact, it’s hardly about you.

When a visitor lands on your website, they ask themselves, “What’s in it for me? How could this help me?”

Speak to your visitor in THEIR language by building your website design(ux design) and content around your buyer personas.

Let me give you an example. Let’s say you’re a marketing manager at a hotel, and you want to bring in new business. You might want to target five different buyer personas:

  • An independent business traveller
  • A corporate travel manager
  • An event planner
  • A vacationing family
  • A couple planning their wedding reception

Make sure that you clearly recognise your buyer personas so you can build your website redesign strategy around the website visitor that matters most to you.

5. Protect your search engine-optimised pages

Getting discovered online is also very essential to improving your website’s metrics. So, if visitors need help finding and visiting your website, how can you improve your conversion, leads, or sales? Let’s give you some tips for designing your new website with search engine optimisation (SEO) in mind:

Document your most searched pages

Use the metrics that we talked about at the beginning to figure out which pages get the most traffic and inbound link, converts the most leads, and ultimately cover the most essential topics in your industry. If you do, however, plan to move these valuable pages, make sure that you create the proper 301 redirects.

Create a 301 redirect strategy

Speaking of 301 redirects, these are extremely, and I can’t stress this enough EXTREMELY important in terms of retaining traffic and the link value related to a given page. Create a spreadsheet to note and map out your 301 redirects, the old URLs vs the new URLs. Then you can hand this document over to someone for proper implementation.

Make this as simple as possible for those wondering what a 301 redirect is. A 301 redirects an old URL to a new URL.


Let’s get back to it.

Do your keyword research.

For every page on your redesigned website, pick a keyword/topic that each page will focus on. Once you have found your keyword(s), use on-page SEO best practices to optimise your website pages. Also, consider adding new content and pages to your website that includes those specific keywords and topics that may be forgotten on your current site.

6. Analyse the competition

While we sometimes recommend obsessing over your competitors, it can help to know where you stand. First, run your website through Google Page Insight to get a report of how well your website is performing. You can also do the same with your competitor’s websites to see how well they are doing and see their strengths and weakness.

Next, take a look at their actual website and take note of what you like and what you don’t. This process is to help you realise what you can improve on with your website. Once you’ve completed your competitor analysis, make a list of action items highlighting areas for improvement and how you can stand out from your competitors.

7. Take inventory of your high-performing content.

While a redesign is an excellent way to improve website performance, there are, unfortunately, countless ways that it can hurt you. Your existing website most likely contains many high-performing content assets, and losing their effectiveness because of a redesign can massively damage your marketing results and your ranking in search results. And that alone would mean that you have to come up with a whole new market strategy.

For instance, some assets might include:

  • Viewed content or Most-shared
  • High-traffic pages
  • Your best-performing or ranking keywords and their pages
  • Number of inbound links to individual pages

So let’s say you end up removing a page from your website that has amassed a high number of inbound links(maybe through link building). You could be hurting your SEO credit, which would make it very difficult for you to rank on the search engine results pages (SERPs).

Keep in mind that a lot of web designers don’t even consider this step because they are neither SEO specialists nor marketers. Don’t be scared to tell them about this, and help them by auditing your site and giving them a list for maintaining or updating critical pages on your site.

8. Choosing the best software

The last (but most crucial) step of the website redesign journey is choosing the best software with which to host and create your website. This software is usually called a CMS or content management system, and it’s primarily used to design, develop, and publish your website for the whole world, well to see.

This software is beneficial for a few reasons. Whether you’re a master web developer or a newbie digital marketer, a CMS can very quickly help you create a beautiful, functional website. So choosing the correct CMS depends on your business, and what CMS you’re already familiar with and what features your website redesign requires.

Get Started on Your Website Redesign Project Today

Whew! Well, that was quite a read. Now you’re ready to plan, design, build, optimise, launch, and analyse your new, better website. So just apply these seven steps to redesign a website that will bring you more consumers, stuns more visitors, and converts more customers.

author avatar
Christian Dodin Digital Marketer and Founder

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