Why do companies redesign their websites?
➔ Cost of maintenance
➔ Low conversion rates
➔ Outdated design and content/offering
➔ Technical limitations, performance/SEO issues
What are common problems during a website redesign?
➔ No clear goals i.e., reducing bounce rate, increasing leads, improving SEO
➔ Over-designing = focus too much on look, not enough on usability, messaging, offer, ux, cx…
➔ Internal conflicts, lack of ownership, and slow approvals
How to approach redesign and avoid problems?
✅ Define goals, here are some examples:
– Increase conversion rate from 1.8% to 3% within 3 months after launch.
– Increase the percentage of qualified leads from 30% to 50%.
– Reduce bounce rate on landing pages from 65% to under 50%.
– Increase mobile session duration by 25% and decrease mobile bounce rate by 15%.
– Increase organic traffic by 20% within 6 months post-launch.
– Increase average session duration from 1:15 to 2:00 within 3 months.
✅ Audit the current website so you understand what is working and what is not -> Analyze traffic, conversions, heatmaps, bounce rates, SEO data, and get user feedback.
✅ Create a content strategy, plan your offerings, messaging, and calls to action. Create a sitemap, wireframes and then work on design.
✅ Design is tricky – avoid micromanaging designers, choose designers with a portfolio you like and is similar to your industry.
✅ Be aware that your website is never “done.” Plan for ongoing improvements, updates, and content creation.
Do not try to solve every detail, as this will increase the budget of production and delay the launch.
You can also do partial re-design, step by step = redesign and improve key pages one at a time… This minimizes the time constraints and is less risky.
What are your experience with website redesign? What worked well and what was problematic?
