How to Get the Most Out of Your Website Redesign

As your small business grows, your website should evolve, too. An outdated website can confuse or frustrate prospective customers, make it harder for people to find you, and ultimately cost you valuable sales.

Whether you're already considering an overhaul or wondering if it's time for a refresh, here's how to recognize when a redesign makes sense, how to hire the right web designer, and how to set your project up for success.

Is it time to redesign your website?

According to Tess Demir, Founder and Web Designer of Tess Demir Design, the most common reason businesses need a redesign is that their brand outgrew their website.

“The business evolved—new services, a more established client base, a clearer point of view—but the site still reflects who you were three years ago,” said Demir. “That mismatch quietly costs you credibility with exactly the clients you’re now trying to attract.”

Paige Maguire, Senior Director of Research and Design at Fueled, said the emergence of AI search is also prompting many businesses to refresh their website and its content.

“If … organic conversions from your website [are] trending down, even though nothing in your marketing strategy has changed, your website content probably isn’t showing up well in AI search results,” Maguire explained. “Try searching basic or leading questions about your business with AI tools. If the answers are wrong or worse, don’t appear at all, it’s time for a redesign.”

[Read more: How to Build a Business Website] 

How to choose the right web designer

A great web designer will have a great portfolio to back up their work, but aesthetics shouldn’t be your only consideration.

"Look past the visual style of their portfolio and ask whether their past projects match your situation," Demir advised. "A designer who mostly builds e-commerce sites may make beautiful work that isn't structured for a service business that lives or dies on inquiries."

Maguire agreed that visual choices should be secondary to discussions of desired business outcomes, customer behavior, and how generative AI will factor into your redesign.

“Look for a web designer with an understanding of the new world that AI is ushering in,” she said. “If the conversation is only about colors and font choices, or they’re dismissive of AI, run the other way.”

Demir and Maguire recommended asking the following questions before you agree to work with a designer:

• What does your process look like from kickoff to launch, and what do you need from me at each stage?
• What do you think success looks like for this project, and how will we measure that?
• What do you need to understand about my business and customers before designing?
• What’s included in your scope, and what would trigger an additional cost?
• What happens after launch if I need to make a change or something breaks? 

“A good designer will have clear, upfront answers to all these questions,” Demir noted. “If scope and post-launch support are vague, that’s worth pausing on before you sign anything.”

How to get the most from your website redesign

Once you’ve chosen a web designer, follow these recommendations to make the most of your redesign project.

Prepare before the project begins

Before kicking off the project, gather key assets like your logo, brand guidelines, photography, and website copy. 

"Missing assets—updated logos, photography, team photos—are the single most common reason a timeline slips," Demir said. "It's rarely the design work."

Demir also noted that a redesign isn’t a substitute for a rebrand, so if the underlying issue is a logo or brand messaging that no longer fits your business, it should be addressed before work begins on your website.

Similarly, Maguire advised taking stock of what's working—and what isn't—on your current site. She also recommended sharing your business goals and customer insights upfront so your designer can build a website around the outcomes you want to achieve.

[Read more: 6 Tips for Setting Business Goals and Benchmarks] 

Give constructive feedback throughout the process

As the redesign progresses, focus your feedback on the customer experience and business objectives instead of prescribing specific design changes.

"'This section doesn't make our expertise obvious' gives your designer something to solve, while 'make the logo bigger' skips the diagnosis," Demir explained.

Maguire encouraged business owners to involve a few trusted customers, colleagues, or family members in the review process to gather objective feedback before launch. 

"Owners often understand their customers best, but [they] aren't always the best objective judge of what people who aren't owners want from a website," she said.

Measure success and make improvements after launch day

Once your redesigned website is live, have tools and a plan in place to measure website traffic and commit to making improvements over time. 

“The businesses that get the most out of a redesign treat launch as a starting point, not a finish line,” said Demir. “Build a focused version of the site that serves your current business well, then let real user behavior tell you what to refine.”

Rather than focusing solely on website traffic, Demir recommended tracking metrics tied to your original goals, such as contact form submissions, appointment bookings, or online sales. She also suggested using Google Analytics 4 (GA4) to monitor performance across your website and marketing channels.

“Keep a close eye on analytics and user behavior,” added Maguire. “The site may look perfect, but the proof of success will be in the numbers after launch.”

Demir and Maguire both emphasized that a successful website is never truly "finished." By reviewing analytics, listening to customer feedback, and making incremental updates based on your data, you can ensure your website continues to support your business as it grows.

CO— aims to bring you inspiration from leading respected experts. However, before making any business decision, you should consult a professional who can advise you based on your individual situation.

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