Any website owner has to think about website redesign at some point. Whether it’s about increasing conversions or updating the site’s appearance, redesign is something that needs to be done from time to time.
We’ve assembled this website redesign guide to help you understand when the right time for redesign is and how to approach it effectively.
How to Start a Website Redesign: The Main Steps
Below are the main steps to follow in order to perform a successful website redesign.
The redesign process should be handled by an experienced designer. If you don’t have one in-house, reach out to a reliable provider with solid UX/UI experience.
Understanding the Redesign Concept and Its Importance
A website redesign is a process of changing your website’s code and appearance. This may include:
- A completely new visual identity
- Updated color palette or layout
- Implementation of a new CMS
- Addition or elimination of functionality
It’s important not to confuse redesign with refresh.
A redesign affects structure, functionality, and visuals, while a refresh makes only minor visual changes.
Why Do Site Owners Perform a Redesign?
The main goal is to improve usability and conversions.
If your website is outdated, loads slowly, or has poor navigation, it will discourage users from browsing — costing you clients and revenue.
Key benefits of redesign:
- Better usability
- Increased conversions
- Improved user engagement
- Enhanced performance
- Better SEO visibility
However, redesigns can also introduce risks if done carelessly — the steps below will help you avoid them.
Step 1: Set Your Goals
Before starting the redesign process, set clear and measurable goals.
Examples include:
- Increase visits to a specific page
- Reduce bounce rate
- Boost sales
These measurable goals help determine whether you need a full redesign or just a refresh — and help evaluate success later.
Step 2: Evaluate the Current Website State
One of the biggest redesign pitfalls is harming your SEO.
Changing high-performing pages can lead to ranking loss.
Metrics to Analyze:
- Bounce rate
- Number of unique visitors
- Time spent on page
- Conversion rate
- Top-performing keywords
- Best and least performing pages
This analysis helps you understand what’s working — and what needs improvement.
Step 3: Analyze User Paths
Google Analytics is your best friend when it comes to understanding user behavior.
How to Analyze User Paths:
- Set a time range (3+ months) for better accuracy.
- Go to Behavior → Site Content → Landing Pages in Google Analytics.
- Export the top 50 pages and analyze them in a spreadsheet.
You’ll identify which pages attract users and how they navigate your site.
Classify Your Pages:
- Low traffic, high conversions: redesign with caution
- High traffic, high conversions: redesign only if necessary
- Low traffic, low conversions: free to redesign
- High traffic, low conversions: focus on improving conversions
Step 4: Study Your Users
Knowing who visits your website helps you understand their motivations and needs.
Create a Buying Persona
A buying persona represents your average customer — their age, gender, interests, and goals.
You may need multiple personas depending on your audience segments.
Understand the Key Drivers
Google identifies four main user intentions:
- I want to know – learning about your brand or product.
- I want to go – finding a physical location.
- I want to do – discovering how to use your product.
- I want to buy – ready to make a purchase.
Knowing these motivators helps tailor your redesign to meet specific user needs.
Step 5: Take Care of the Best-Performing Pages
Some pages perform well and shouldn’t be changed drastically. Preserve their SEO value with the following steps:
Create 301 Redirects
Use 301 redirects to prevent 404 errors and inform search engines that the content has moved. Don’t forget to redirect backlinks too.
Update XML Sitemap
Ensure all important pages are listed and submit the updated sitemap to Google for proper crawling.
Optimize Page Titles and Meta Descriptions
Transfer or rewrite them for SEO. Include relevant keywords and ensure each page has optimized metadata.
Determine the Metrics to Use
During and after redesign, track how changes affect performance.
Possible metrics:
- Conversions / Sales
- Bounce rate
- Revenue
- Customer Lifetime Value
- Traffic sources
- Average time on page
- Number of sessions
Choose metrics aligned with your goals — not all are equally important for every project.
Redesign Tips to Keep in Mind
Don’t Aim to Redesign Everything
Start small. Focus on data-driven improvements instead of chasing trends. Many redesigns fail because they prioritize looks over usability.
Be User-Centric
Every change should benefit your users. Even if a page looks outdated, don’t redesign it if it performs well. Follow general UX standards and ensure intuitive navigation.
Align Metrics with Goals
The same metric can indicate success or failure depending on your goals.
For example, a higher bounce rate could mean success if users are finding what they need faster after redesign.
Final Word
A website redesign is a long-term, resource-intensive process that demands preparation and strategy.
Set clear goals, analyze performance, and collaborate with a reliable website design services provider who can not only implement your vision but also suggest improvements that drive long-term growth.