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Home / How-To Tutorials / How To: Website Redesign Made Simple

How To: Website Redesign Made Simple

June 23, 2021 By John Lincoln

How To: Website Redesign Made Simple

Did you know the average website lasts about 1-2 years before a redesign?

There are various reasons you may want to undergo a website redesign.  Follow this guide to make sure that you get your redesign plan in place and follow it carefully.

1. Gather Your Current Metrics

The #1 reason for a website redesign is to make something better.

Well, how do you know if your change made things better if you don’t know where things currently stand?

That’s why it’s important to gather your current website metrics.

Use tools like Google Search Console, Google Analytics, and other third-party services to collect data such as:

  • Visits per day, week, and month
  • Unique visitors
  • Bounce rate
  • Dwell time
  • Top keywords
  • Backlink info
  • New leads per month
  • Form submissions per month
  • Website-generated sales per month

And any other metrics that you think will help you determine if your website revamp gave you a net benefit.

Keep these stats handy. Then, after your new site has been up and running for some time, do a comparison. Find out where things have improved and where they’ve come up short.

Then you can make the necessary adjustments.

2. Set Some Goals

Next, make sure you set some goals for your website redesign.

What are you trying to accomplish? Do you want more visits? Are you looking for more conversions? Are you in search of more unique visitors? A lower bounce rate?

Just keep in mind: the website redesign isn’t only about how your site looks. It’s also about what it accomplishes.

Make sure you lay out what you want your website to accomplish before you begin the redesign. Then, during every phase of the makeover, ask yourself: “Does this change help meet my goals?”

Also: keep in mind that some goals are dependent on others. For example, if you’re looking to land more sales, you may need more visitors.

3. Define Messaging

Next, get your messaging in place.

How do you want to communicate your unique value proposition (UVP)? How will you promote the benefits of the products or services you offer?

Make sure that all visitors to your revamped site get a clear understanding of your brand and how your company benefits them within just a few seconds of landing on the home page.

Remember: keep it simple. Don’t use high-tech jargon, industry geek speak, or fancy phrases that people in your target market might not understand. Speak at a Fourth Grade level.

And keep in mind: you might not have to change the messaging at all from the previous version of the site. In some cases, you might just want a redesign with the same messaging.

This is also the part where you think about branding. Decide on a new logo, different colors, and the overall look and feel of your site.

4. Define Buyer Personas

If you’re unfamiliar with personas, they’re fictitious representations of people in your target market.

For example, if you’re selling a digital marketing tool, your different personas might consist of a solo entrepreneur, a head of an SEO agency, and a freelancer who helps people with digital marketing projects on the side.

It’s important to define them before you redesign your site. That way, you can think about each of your personas and ask: “How will the new design benefit this persona?”

5. Protect Your Most Valuable Pages

You can redesign your site without changing any landing page URLs. But maybe you’re going for a massive overhaul that includes a new domain name.

In that case, you’ll want to keep the traffic you’ve already earned to those old pages.

Dive into the relationship between traffic and conversions to find your money pages.

For example, a website redesign focused on lower traffic and higher conversions will have different goals than a website redesign focused on higher traffic with lower conversions.

Relationship Between Traffic and Conversions
Relationship Between Traffic and Conversions

You can do that with 301 redirects. They’ll forward people who visit the old URLs to the new ones.

Also, make sure your new website ranks for all the search terms that brought traffic to your old site. You can do that by optimizing the new pages for those same keywords.

6. Pick the Right Software

Just because you’re revamping your website, that doesn’t mean you have to go with a whole new content management system (CMS). But sometimes it does mean that.

In that case, make sure you familiarize yourself with the new platform.

Even better: get some professional help. Simply put: modern-day CMS platforms are just too difficult to master overnight.

You’re going to need somebody with years of experience.

Although the most popular CMS option on the planet (currently) is WordPress, you might not want to go that route. It’s known to perform slowly when you need pages to load in a jiffy.

But that’s something you can weigh against your other priorities.

RELATED: The Top 5 Best CMS for SEO Optimization

Wrapping It Up

Now you know how to redesign a website.

If you’re in need of a site overhaul, rebranding, or different messaging, you can follow these steps to make the right changes.

Why not get started with Step 1 today?

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About John Lincoln

John Lincoln (MBA) is the CEO of Ignite Visibility, a top performance marketing agency backed by Mountaingate Capital. A digital marketing strategist and keynote speaker, Lincoln has managed over 1,000 marketing programs for brands like DoorDash, HBO, Tony Robbins, and Experian. Under his leadership, Ignite Visibility has been named a leading digital marketing agency in the U.S. and made the Inc. 5,000 list six times. Lincoln also spearheaded the development of CertaintyTech, a cutting-edge media mix modelling and forecasting platform. An award-winning marketer, Lincoln has authored three books, including Advolution (2022), and produced films such as SEO: The Movie. Recognized as a Top Business Leader, he has been featured in Forbes and The New York Times and spoken at global events like Web Summit and SMX. Lincoln's mission is to empower businesses through innovative digital strategies while reinvesting in clients, employees, and the community.

About Ignite

Ignite Visibility is a premier full-service digital marketing agency. We were founded in San Diego, CA but are now a 100% remote-first company with Igniters and clients around the globe.

Ignite Visibility is one of the highest awarded digital marketing agencies in the industry, works with some of the biggest brands in the world and is a 6x Inc. 5000 company.

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