A website redesign can improve clarity and performance, but careless changes can remove useful content, break search visibility and disrupt customer journeys.
This practical guide explains website redesign planning through clear priorities, ownership and measurement.
Define redesign outcomes
Define redesign outcomes requires a clear definition of the customer or business outcome. Document the current position, the person responsible and the evidence that will show whether the approach is working. Make one proportionate improvement at a time and compare results over a suitable period.
Audit current content and performance
Audit current content and performance requires a clear definition of the customer or business outcome. Document the current position, the person responsible and the evidence that will show whether the approach is working. Make one proportionate improvement at a time and compare results over a suitable period.
Protect URLs and search intent
Protect URLs and search intent requires a clear definition of the customer or business outcome. Document the current position, the person responsible and the evidence that will show whether the approach is working. Make one proportionate improvement at a time and compare results over a suitable period.
Plan information architecture
Plan information architecture requires a clear definition of the customer or business outcome. Document the current position, the person responsible and the evidence that will show whether the approach is working. Make one proportionate improvement at a time and compare results over a suitable period.
Design around customer tasks
Design around customer tasks requires a clear definition of the customer or business outcome. Document the current position, the person responsible and the evidence that will show whether the approach is working. Make one proportionate improvement at a time and compare results over a suitable period.
Test migration and measurement
Test migration and measurement requires a clear definition of the customer or business outcome. Document the current position, the person responsible and the evidence that will show whether the approach is working. Make one proportionate improvement at a time and compare results over a suitable period.
Implementation checklist
- Define the objective and audience.
- Assign an accountable owner.
- Use reliable data and customer feedback.
- Document decisions and review dates.
Treat a redesign as a controlled business change. Preserve what works, validate assumptions and monitor the launch carefully.