The Final Information for Entrepreneurs

So, you need to begin an internet site redesign. Perhaps you simply completed a model overhaul, or your product was lately up to date. No matter your motive, a redesign is usually a enormous success — or not. It will also be an extended and tedious endeavor, which is why each redesign wants to begin with a transparent imaginative and prescient and/or downside to unravel.

I’ve spearheaded a number of web site redesign initiatives over the course of my advertising profession, and I can inform you firsthand: The higher you might be at defining that imaginative and prescient on the very starting, the extra profitable your redesign will likely be — and the smoother all the course of will likely be as effectively.

Free Workbook: How to Plan a Successful Website Redesign

Whether or not you’re working with an company, redesigning your website in-house, or proposing a redesign to firm stakeholders, this information has suggestions that will help you strategize about your web site redesign and guarantee it seems to be a hit (not a flop).



Many organizations determine to revamp their web site with a purpose to drive extra site visitors as their enterprise grows. Others put money into an internet site redesign as half of a bigger rebranding initiative.

No matter why your organization is thinking about an internet site redesign plan, it is prone to be a large venture. It’s additionally an endeavor that’s important to get proper, contemplating the crucial position your web site performs in your advertising and model picture.

In reality, based on a current report, 50% of shoppers consider that their emotions a couple of enterprise are influenced by the design of its web site. To many guests, your web site could also be simply as essential because the merchandise you promote.

How Typically Ought to You Redesign Your Web site?

Design developments change quickly, and expertise is continually advancing. Consequently, based on tech skilled Connor Brooke, the common lifespan for an internet site is simply 1.5 to 2.5 years.

After all, that timeframe is barely an estimate, and you will have to find out what works greatest in your distinctive group. However in case you wait too lengthy, your present web site design is liable to not really feel “contemporary” and aggressive. 

The next components can decide how usually it’s best to redesign your web site:

  • How usually your model or targets change. While you’re itching for a brand new website, first ask your self, “Does this web site nonetheless signify who we’re as an organization?”
  • How a lot price range you allot to design and improvement. Ask your self, “Can a website redesign wait, or do I’ve causes to make use of the price range on our website now?”
  • How lengthy your web site stays useful and quick. Step into your clients’ footwear and see in case you can navigate the positioning effectively and discover every little thing you need to discover with out encountering errors or lengthy web page load instances. Analysis from HubSpot signifies that fifty% of internet sites get between 4 and 6 web page views per go to — and all that shopping signifies that your website’s navigation and velocity actually do matter.
  • The efficiency of your web site. Ask your self, “Is that this website changing an inexpensive quantity of site visitors? Do individuals keep on the web page for an inexpensive period of time, or do they bounce?”
  • Modifications within the trade. For instance, when Google introduced that it might be altering to mobile-first indexing, web sites needed to change into mobile-friendly or danger dropping natural site visitors from Google.

Your web site is the place guests and clients go once they need to ask questions, learn content material, or buy services or products. As such, it’s greatest to be additional ready when committing to an internet site redesign.

In reality, in my private expertise, I’ve discovered that you could be spend extra time constructing your web site redesign plan than you’ll spend on the redesign itself. If you happen to’re questioning what ought to go into your web site redesign technique, begin with the next steps.

Under, I’ll unpack these eight crucial web site redesign suggestions to consider when planning and finishing your redesign.

1. Benchmark your present efficiency metrics.

Earlier than you start planning your web site redesign, it’s essential to doc your present efficiency metrics. This provides you with a good suggestion of the place your present web site stands and what metrics you may enhance upon by way of your redesign.

If you happen to’re unsure the place to begin, I like to recommend analyzing your present web site’s month-to-month efficiency within the following areas. The significance and relevance of every could range relying in your web site redesign targets, however I’ve discovered that it may be useful to take a look at many of those metrics earlier than diving right into a redesign:

  • Variety of visits, guests, and distinctive guests.
  • Bounce charge.
  • Time on website.
  • High-performing key phrases when it comes to rank, site visitors, and lead era.
  • Variety of inbound linking domains.
  • Complete new leads and type submissions.
  • Complete gross sales generated.
  • Complete pages listed.
  • Complete pages that obtain site visitors.

If you happen to don’t presently have entry to this info, I’d counsel utilizing instruments like Google Analytics and HubSpot’s Advertising and marketing Analytics for higher monitoring and visibility into your web site’s efficiency.

HubSpot’s Marketing Analytics is a great tool to support website redesigns.

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Professional tip: Keep in mind to notice which instruments you employ to measure every of those benchmarks. That manner, you should utilize those self same instruments once more when gathering your post-redesign metrics and thus keep away from evaluating apples to oranges.

2. Decide your web site redesign targets.

What’s the “why” behind your web site redesign? In case your reply sounds one thing like, “effectively, it’s been some time since we’ve performed one,” or, “my competitor simply did a redesign,” that’s not ok. Relating to investing in an internet site redesign, there ought to all the time be a very good motive to do it.

Keep in mind: It’s not nearly how your website appears but in addition the way it works. Be crystal clear about why you’re doing an internet site redesign, and tie these targets to measurable outcomes. Then, talk your targets together with your workforce, designer, or company.

Contemplate the next data-driven goals in your personal web site:

  • To extend the variety of visits and guests (each are essential, as one customer may go to greater than as soon as).
  • To cut back bounce charge.
  • To extend time on website.
  • To enhance area authority.
  • To extend new leads and type submissions.
  • To extend whole gross sales generated.
  • To reinforce website positioning rankings for essential key phrases.

Many of those targets are depending on each other. For instance, with a purpose to generate extra conversions, you might also want to extend site visitors, whereas reducing your website’s bounce charge.

Additionally, check out the metrics you pulled out within the earlier step. Are there any metrics you may enhance upon together with your new web site? Maybe you should utilize your outdated web site metrics to encourage new targets.

Tracking performance metrics — and then defining goals with respect to those metrics — is a critical component of an effective website redesign plan.  Picture Supply

What I like: You should use HubSpot’s customized dashboards to trace efficiency on the metrics that matter most to you — after which use that previous efficiency knowledge to tell your forward-looking targets.

3. Outline your branding and messaging.

Earlier than I craft a brand new web site design, I’ve realized that it’s important to be crystal clear about my desired branding, messaging, and distinctive worth proposition.

Take it from me: Anybody who visits your web site for the primary time ought to instantly perceive what you do, the way it could profit them, and why they need to keep in your website — in order that they don’t flee to rivals.

For instance, check out HubSpot’s homepage under. It’s instantly clear what the corporate does, what it gives its clients, and the way any customer can get began:

When redesigning your website, it’s important to stick to clear, consistent branding and messaging.

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Take into consideration whether or not you intend to alter your branding and/or messaging within the close to future or in case you anticipate it’ll keep the identical for some time. If you happen to do plan to alter it, what is going to you should change? Preserve these adjustments top-of-mind as you redesign your web site.

Obtain this free workbook for steering and templates to simplify your subsequent web site redesign venture.

As you develop your messaging, use clear, concise language. Keep away from trade jargon that will alienate your viewers and make you sound extra like a business-babbling robotic than a human.

For instance, right here’s a “gobbledygook” manner that somebody may describe HubSpot:

HubSpot helps firms throughout a number of world markets cut back churn by backfilling the gross sales pipeline with extremely certified site visitors that generates leads that convert into clients with excessive lifetime worth. We obtain this by offering cutting-edge software program that integrates all advertising channels for a synergistic view of the information that determines and prioritizes high-value advertising actions.

Say what? Let’s translate that into one thing a human would really say:

HubSpot’s all-in-one advertising software program helps over 100,000 companies in additional than 120 international locations entice leads and convert them into clients. A pioneer in inbound advertising, HubSpot goals to assist its clients make advertising that folks love.

A lot clearer!

Moreover, as you develop your firm branding, take into account which visible points of your web site must be redesigned and what can keep the identical. Have you ever created a brand new brand, fashion information, or shade palette? Make sure that these are utilized to your new web site, so it stays per different elements of your model.

Professional tip: For some extra inspiration, try this roundup of B2B web site examples:


4. Outline your purchaser persona(s).

Your web site is not only about you. In reality, it’s hardly about you in any respect.

When your guests land in your web site, they’re asking themselves, “What’s in it for me? How may this firm assist me?”

So don’t make your web site all about you. As an alternative, communicate to your guests of their language by crafting your web site design and content material round your purchaser personas.

As an example, in case you’re a advertising supervisor at a resort trying to herald new enterprise, you would possibly goal 5 completely different purchaser personas: an unbiased enterprise traveler, a company journey supervisor, an occasion planner, a vacationing household, and a pair planning their marriage ceremony reception.

When planning a website redesign, make sure to keep your buyer personas in mind.

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Be sure you clearly determine your purchaser personas, so you may form your web site redesign technique across the sorts of web site guests that matter most to you.

What I like: Try HubSpot’s useful purchaser persona builder that will help you create detailed purchaser personas.

Lastly, ask your self: Is your audience altering as a part of your web site redesign? And in that case, do your branding and content material align with this new viewers? Answering these questions will likely be important as you’re strategizing about your web site redesign.

5. Defend your search-engine-optimized pages.

Getting found on-line is important to enhancing your web site’s metrics. In any case, if nobody is ready to discover and go to your website, how are you going to improve new leads, conversions, or gross sales? Listed below are three of my prime suggestions for designing your new web site with SEO (website positioning) in thoughts:

Doc your most search-valued pages.

First, use advertising analytics to determine which of your web site’s pages presently obtain probably the most site visitors and inbound hyperlinks, convert probably the most leads, and canopy probably the most influential subjects in your trade.

Write down a listing of those extremely precious pages, and in case you plan to maneuver any of them, be sure you create the right 301 redirects.

Create a 301 redirect technique.

Subsequent, talking of 301 redirects, these are extraordinarily essential when it comes to retaining the site visitors and hyperlink worth related to a given web page.

Create a spreadsheet to report and map out your 301 redirects (outdated URLs vs. new URLs). Then, hand this doc over to a technical skilled to ensure all the required redirects are correctly applied.

Do your key phrase analysis.

Lastly, when crafting your newly designed web site, decide one key phrase or matter for every web page to give attention to. When you determine these key phrases, use on-page website positioning greatest practices to optimize your web site pages.

You too can take into account including new content material and pages to your web site that tackle key phrases or subjects which may be uncared for in your present website.

Save time and rank increased on Google with our free on-page website positioning template.

Professional tip: HubSpot’s website positioning Advertising and marketing Software program can provide you insights into your web site’s present website positioning efficiency, serving to you optimize your web site redesign plan.

To craft an effective website redesign plan, it’s vital to identify and protect your search engine optimized pages.Picture Supply

6. Analyze the competitors.

Whereas I don’t advocate obsessing over your rivals, understanding the way you examine might be useful. To that finish, I’d counsel operating your web site by way of HubSpot’s free Web site Grader software to generate a report card on how effectively your web site is performing.

You’ll be able to then use this diagnostic software to guage your rivals’ web sites, so that you’re conscious of their strengths and weaknesses in addition to your personal.

Professional tip: HubSpot’s Web site Grader software is an effective way to achieve perception into the efficiency of your present web site.

Before embarking on a website redesign, use HubSpot’s website grader to evaluate your current website.Picture Supply

Subsequent, check out your rivals’ web sites, and be aware of what you want — and what you don’t.

When you conduct these aggressive analyses, you should utilize the insights you’ve uncovered to place collectively a listing of motion gadgets highlighting some areas for enchancment and methods you should utilize your web site to set your self aside out of your rivals.

7. Take stock of your high-performing content material.

Whereas a redesign is an effective way to enhance the efficiency of your web site, it’s not with out danger: In reality, in case you’re not cautious, it could possibly find yourself harming your web site’s efficiency.

It’s because your present web site possible accommodates many high-performing content material property that you just’ve already constructed up, and in case your redesign causes them to change into much less efficient, it could possibly severely injury your advertising outcomes.

Professional tip: HubSpot’s website positioning Advertising and marketing Software program may help you determine your present top-performing pages, so that you don’t find yourself harming your efficiency by way of your web site redesign.

When redesigning your website, make sure to take stock of your high-performing content.Picture Supply

As an example, these high-performing property would possibly embrace your:

  • Most-shared or most-viewed content material.
  • Excessive-traffic pages.
  • Greatest performing or rating key phrases and related pages.
  • Variety of inbound hyperlinks to particular person pages.

For instance, if you find yourself eradicating a web page out of your website that has amassed a excessive variety of inbound hyperlinks, you could possibly probably lose lots of website positioning credit score, which might make it tougher in your website to be discovered on search engine outcomes pages (SERPs).

Personally, I’ve discovered that many net designers don’t take into consideration this step as a result of they’re neither entrepreneurs nor website positioning specialists. As such, don’t hesitate to remind these stakeholders about website positioning issues and assist them alongside by auditing your website and offering them with a listing of crucial pages to you should definitely preserve or replace.

8. Select the suitable software program.

The ultimate — and arguably, most essential — step of the web site redesign course of is choosing the proper software program with which to create and host your web site. This software program is usually referred to as a content material administration system (CMS), and it’s used to develop, design, and publish your web site for the world to see.

Whether or not you’re a novice digital marketer or a professional net developer, a CMS may help you construct a stunning, useful web site with ease. After all, figuring out which CMS is true in your wants will rely in your distinctive enterprise, the options your web site redesign would require, and your stage of familiarity with completely different CMS instruments.

There are lots of of CMSs to select from, together with HubSpot’s CMS Hub (the one mixed CMS and CRM, or buyer relationship administration). You too can assessment a few of the greatest CMS platforms to be taught extra in regards to the vary of obtainable choices.

What I like: HubSpot’s CMS Hub offers you the instruments you should get your web site redesign off the bottom.

HubSpot’s CMS Hub makes it easy to get started with a website redesign.Picture Supply

Testing It Out: Designing a Digital Portfolio 

So, now that we all know the phases of an internet redesign, let’s put every little thing into motion. Whereas I don’t have entry to a web-based ecommerce website or digital enterprise, I used to be capable of telephone a good friend for a venture. 

For this redesign, I’ll be serving to HubSpot’s Katilin Milliken, a senior program supervisor, redesign her private web site. That is Kaitlin’s on-line portfolio, showcasing her work all through her profession. Nonetheless, it hasn’t been up to date since she joined the corporate. Right here’s how I approached this venture.

phases of website redesign, kaitlin milliken

Discovery: The Targets of the Web site 

Earlier than really making adjustments to the positioning, I must know what Kaitlin’s targets are. To seek out out, I despatched her the next questions:

  • What are the targets of your web site design?
  • What’s the imaginative and prescient for or goal of your website?
  • Who’s your viewers?
  • Are there any particular adjustments you want to see?

Let’s try her solutions. 

What are the targets of your web site design?

“I initially created this website once I was a enterprise journalist to seize the completely different articles and multimedia tales I labored on. I’ve since converted into program administration and dealing in tech. I would like my website to inform the story of that profession shift and to elucidate how the talents from my previous profession have transferred to my new one,” Kaitlin says.  

What’s the imaginative and prescient for or goal of your website? 

“This website ought to showcase my skilled accomplishments and the previous positions I’ve held. Consider it like a digital resume with extra examples. I additionally need to spotlight metrics that exhibit the influence of my initiatives,” Kaitlin says.  

Who’s your viewers? 

“The viewers ought to be individuals who need to work with me sooner or later. I run a contract program at HubSpot. Individuals who need to be part of ought to be capable of find out how from my website,” Kaitlin says. 

Are there any particular adjustments you want to see? 

“The present website’s shade scheme may be very colourful and enjoyable. Whereas I liked this on the time, I would like my website to characteristic a extra glossy design. I additionally need to replace the pictures. These photos are from over six years in the past,” she says. 

She continues, “I additionally need to take away the portion about my private artwork initiatives and zine. I’ve migrated that to a unique website.”

 phases of website redesign, kaitlin millikenWith these targets and directions in thoughts, I can begin the redesign course of. That each one begins with refreshing the textual content on the positioning. 

Rebranding and Rewriting

Whereas lots of Kaitlin’s asks relate to the design of the positioning, I feel refreshing the textual content gives a greater place to begin. This entails reshaping the messaging of her website so it displays her present targets — telling her profession story to individuals who could need to work together with her sooner or later.

Let’s begin on the house web page.

Rebranding and Rewriting While many of Kaitlin’s asks relate to the design of the site, I think refreshing the text offers a better place to start. This involves reshaping the messaging of her site so it reflects her current goals — telling her career story to people who may want to work with her in the future.   Let’s start on the home page.Now, let’s flip to her about web page. The textual content has been refreshed considerably lately, mentioning her present position at HubSpot. Nonetheless, her about web page focuses an excessive amount of on her earlier expertise. I need to change the textual content to emphasise what she does at present.

Past that, I’ll condense her previous expertise to inform the story of her profession transition. Then, I’ll present up to date contact info for individuals who need to work with HubSpot’s Freelance Community.
phases of website redesign, kaitlin milliken

Making Design Modifications

Now that our textual content aligns with the redesign targets, let’s dig into aesthetics. I’ve been explicitly requested to alter the colour scheme and theme of the positioning. I requested Kaitlin about selecting from prebuilt Wix themes suitable together with her web site. Along with her sign-off, I began my search. 

phases of website redesign, wix templatesPicture Supply

I settled on a theme with a restricted shade scheme. Major colours are used to spotlight particular areas of the positioning, and all images are in black and white. 

phases of website redesign, wix template

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Past that, I’ve constructed a restricted menu. This enables us to delete the Zine tab of her website. I may merge the audio and tales part into one web page referred to as “Tasks.” This aligns higher together with her program supervisor position at present and focuses extra on initiatives constructed than particular person tales accomplished. 

phases of website redesign, kaitlin milliken

From there, I can copy over the textual content adjustments I made beforehand and swap out her older photos for brand spanking new ones, as requested. 

phases of website redesign, kaitlin milliken


I discovered working by way of this redesign to be enjoyable and genuinely useful. Creating a less complicated website allowed the aim of the positioning to shine. I used to be capable of seize the evolution of Kaitlin’s profession and discover an aesthetic that fits her preferences.

“I like this a lot greater than what I created initially,” Kaitlin says. “Although I’m certain that in a couple of years, I’ll need to make extra adjustments and redesign it once more!” 

Get Began on Your Web site Redesign At present

Whew! Now you are able to plan, design, construct, optimize, launch, and analyze your new web site. Apply these seven steps to revamp an internet site that draws extra shoppers, wows extra guests, and converts extra clients.

Editor’s observe: This submit was initially revealed in January 2013 and has been up to date for comprehensiveness.



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