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Reasons to Redesign Your Website When a Quick Fix Isn’t Enough

Redesigning your company website is not a decision to be made lightly. But these are obvious reasons to revamp your website if it is visibly out of date, loads slowly, or isn’t achieving your growth objectives. It’s usually time to re-up even if you’ve observed some less obvious problems, such as the fact that your website is ugly, difficult to use, or just fails to provide your consumers with the information they need. The first point of interaction you have with your customers is frequently through your company website. A poor first impression may have a significant negative effect on your brand’s reputation, conversion rates, and ultimately, your bottom line.

I strongly advise you to read through our earlier articles in this series about setting or reevaluating your digital marketing goals, enhancing your website’s visibility, and enhancing your conversion optimization if you’re not sure whether your site requires a complete redesign or just a few helpful updates.

It’s time for a redesign if, after reading through those checklists, you believe that your current website need more than tactical adjustments to continue operating as you expect it to.

A website redesign is a significant undertaking, but with the right planning, investigation, and preparation, it can be significantly less stressful and produce better results. Since really anyone starting this process would find it beneficial, we shared some web design recommendations for entrepreneurs starting their web design journey a while back.

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Summary Of Contents

  1. Assess: Website Evaluation
  2. Evaluation of Your Brand
  3. Analysis of Competition
  4. Describe: Website Objectives

Project Objectives and Goals


  1. Compose an RFP

What motivated the redesign of your website?

Ready to move forward?

So then, let’s move on to the actions you must take to plan for the redesign of your company’s website. Instead of concentrating just on the benefits of redesigning your website, we’ll walk you through the process. You’ll notice the benefit of a revamp as we go forward.

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  1. Assess: Website Evaluation

A comprehensive evaluation of your present website is one of the most important things you can do to guarantee the process goes well. This will help you identify which components you should keep and which are no longer functioning properly. You should evaluate everything, including your content, SEO, page performance, and the user journey.

Your website audit is an opportunity to identify both what isn’t functioning and what is performing well on your present site that you want to preserve. For instance, you want to include your current identity into the new design if your customers are familiar with and like it.

I advise starting with your current sitemap to make this procedure a little simpler.

Google Analytics is a fantastic resource you can use to examine the performance and traffic trends of your website. It can display information on which pages have a high bounce rate, the most frequent and rapid bounces, etc. An essential part of this audit involves taking a close look at the effectiveness of the material on your website as a whole, as well as these underperforming pages.

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The ideal opportunity to analyze and update your content is during a redesign, when any gaps may be filled in. Give yourself plenty of time because this process takes a lot of time. Every piece of content on your website, including product pages, blogs, and videos, should be carefully examined.

In order to discover potential problem areas like poorly positioned calls to action or underutilized signup forms, you can also use tools like heat maps or scroll maps to study how visitors to your site typically behave.

Additionally, you must assess how effectively your current pages are search engine optimized. This is crucial so you can spot any problems, such as slow page loads or missing or improperly employed keywords, that could be harming your organic search results.

  1. Evaluation of Your Brand

When weighing the advantages of redesigning your website, there are a ton of them. One of them is your company’s brand.

Reviewing your branding principles before a redesign is crucial to determine whether everything should remain the same or whether any updates are necessary. Your company’s personality is created by your branding and brand voice, which also helps you stand out from the crowd. It’s critical that the logos, colors, fonts, tone, and design of your website represent the personality of your brand. to ensure consistency across all platforms and locales, it’s critical that all of your marketing tools mirror your branding.

One of your most important tools is company’s marketing arsenal is your brand style guide, so if you don’t already have one, create one right now. By creating a brand style guide and making it accessible to everyone involved in your marketing, you can make sure that your messaging is consistent with what you want your brand to convey to your target audience. It’s a set of rules that enable everyone concerned to comprehend and replicate your branding. Because of this, it’s crucial to update it before beginning to develop a new design.

Make sure to include your logos, brand colors in RGB or HEX, as well as any secondary colors, in your brand style guide. Along with every typeface and the proper way to apply it, it should also provide any suggested typographic styling. Don’t forget to include instructions to select the imagery, iconography, illustrations, and any other textures, details, or components that go into creating your brand’s visual identity.

  1. Analysis of Competition

Researching your competitors’ websites to get a sense of what your customers will see when comparing your goods and services is another crucial step in preparing for a website redesign. You should also compile a list of competitor and non-competitor websites that you admire for their design, tone, or functionality.

To gain inspiration and ideas for what you’d like to see on your new website, it’s useful to look at websites both inside and outside of your sector. And don’t confine your research to visual imagery and design aesthetics. Take note of the content’s tenor, the navigation’s style and simplicity, the amount of information on each page, and anything else that catches your attention. Start compiling a list of the websites you enjoy, noting the particular features that appeal to you, as well as a list of the websites you dislike and why. Making this list will not only provide you a better understanding of the current state of website design, but it will also be requested by the company you engage to carry out your redesign in order to assist inform their design concepts.

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Finding areas where you can differentiate yourself from your competitors’ websites is another action you may do after analyzing their websites. What are their websites doing well? What apparent flaws do their websites have? What distinguishes you from them? By utilizing the free Website Grader tool from HubSpot, create a report outlining how well your current website is working, you can even take your competition analysis a step further. You may then build the same report for the websites of your rivals so you can compare.

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  1. Describe: Website Objectives

After completing the first three stages outlined above, you should be in a position to identify the areas of your site that require the greatest update and enhancement. Your project goals and timeframe should be based on the information you’ve learned from your website audit and competitive study.

Learn more about establishing and assessing your goals for digital marketing.

Project Objectives and Goals

What are the key driving factors behind your website redesign? It’ll be simpler to focus your efforts while your team makes decisions throughout the design process if you have a few, well-thought-out primary goals for your website redesign. Common key objectives include establishing a revamped brand or upgrading an outdated look, improving the user experience, adding new features or content, and enhancing site visibility strategies to attract more visitors.

You’ll probably want to add some more specific goals beneath each of your primary goals once you’ve decided what they are for the redesign. Make an outline that begins with a numbered list of your primary objectives that are prioritized. Sub-goals that specify exactly what success in that goal should look like can then be added. This should contain the precise figures and criteria your team will use to gauge the redesign’s future success. For instance, if improving your visibility is your major objective, you may express it as “X to Y improvement in average monthly new visits.” Just be sure the objectives you establish for your website are manageable. Crazy Egg has some excellent advice and tips for defining your website design objectives.


It can be challenging to choose a realistic deadline. Then again, you don’t want to be overly aggressive and force your team to complete crucial tasks too soon, but on the other hand, you also don’t want to allow the procedure drag on and lose momentum. Consider whether any upcoming occasions or endeavors will unquestionably necessitate the use of your new website. If there is an urgent event, start early and allot enough time for the critical creation and testing phases to get the polished, successful website you desire.

There is, no quick fix for how long a website overhaul will take. Much of it depends on your website’s number of pages and content, functionality, whether numerous connectors are required, and how approvals will be managed. However, the normal timeline for a website revamp is 2 to 5 months.

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  1. Compose an RFP

Writing a Request for Proposals is the last task you must finish before you can decide which digital marketing agency will best assist you in carrying out your website makeover (RFP). Fortunately, the data collection and analysis you did in all the other processes will help you get all the essential information you need to include in your website redesign RFP.

It’s important to keep in mind that your RFP will serve as the template for the offers you’ll receive from agencies, so it must include all the facts you’ll need to choose a vendor. Your demands may result in a collection of suggestions that are highly different and challenging to assess if they aren’t sufficiently detailed or explicit.

Question mark for ideas

the precise The following sections should be present in an RFP for website redesign:

An overview of your organization, the reasons you need to revamp your website, and the scope of the project are provided in the introduction and company background sections.

Budget Range: Providing an agency with your budget range enables them to provide solutions that will fit within your spending limits and determine how they will need to dedicate their time and resources if the business is awarded to them.

Lay out your target timeframe and ideal launch date, taking into consideration numerous rounds of changes and your internal approval process. See also: Timeline & Important Deadlines. The dates for the RFP Response Deadline, Vendor Selection, and Project Kickoff should also be stated.

Determine the difficulties you hope this new website will address.

Create a list of your objectives and use this to guide the work you accomplished in Step 4 above.

Give as much information as you can about your target audience, including any demographic research you’ve done and any customer profiles you’ve developed.

Requirements/Preferred Website – Describe the features you would like to see on your dream website, being sure to note which features are essential and which are optional.

What motivated the redesign of your website?

Redesigning or even simply refreshing your website doesn’t have to be a difficult undertaking. What are the major causes for your desire to redesign your website? Even better, if you’ve found obvious reasons to redesign your website and would need more advice, let’s discuss!

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