What to keep in mind when redesigning a website
People often think of website redesign as just a visual refresh, but a true glow up is so much more than a fresh look — it’s a full transformation for the better.
Focusing only on the visual aspect of your website redesign project is like slapping an artsy filter on a photo of your house and calling it a remodel. It’s important to note — appearance is part of the glow up process, not the beginning and end of it.
If you want your website redesign to reach glow up status, think beyond just the visuals and address these key elements as well.
Website redesign goals
You can’t hit a target if you don’t set one. Think about why the revamp is necessary, then use those reasons to set a clear purpose and well-defined goals.
Let’s say your current website doesn’t get much organic traffic — and you decide to redesign your site to address this issue. Though this is a fair reason to redesign, your goal should be more specific. For example, you could shift your purpose to design a site with built-in SEO features to increase organic traffic by 20% by the end of Q4.
Other website redesign goals might include increasing conversions, improving website performance, or showcasing a rebrand. Whatever your goals are, define and document them before you begin the website redesign process.
When customer relationship management software (CRM) provider, Webson, wanted to show off their branding glow up, they worked with Ish Studio to redesign the site in Webflow. Webson wanted to rebrand to a minimalist and clear design in order to align with their streamlined business and user experience.
Webson aimed to provide a more engaging experience through cleaner, more intuitive design. Now, the site has a simplified look, engaging animated icons, and a built-in price calculator. In other words — mission accomplished.
Improved website functionality and performance
Remember — a glow up is a full transformation for the better, so it has to involve more than looks. Think of it like Instagram versus reality. A filter can make you appear fit, but it won’t give you the stamina to run a marathon. To truly transform your site, go beyond great design and address the core functionality and performance as well.
Successful website redesign projects add or improve features with the visitor experience in mind. So, don’t just make your website prettier, make it easier to use. Incorporate accessibility features such as captioned videos and detailed alt text for images. Build a more robust search function so people can find what they need faster. Put key information on your homepage or in your navigation bar.
Skuid worked with creative agency Whiteboard, to revamp their homepage. Take a look at the before and after. It transformed from an image in a carousel slider with no central message to a clear, actionable statement: build awesome apps. Before, visitors had to hunt for demos, sign-up buttons, and information. Now, video demos and calls to action such as “start building” are front and center.
Let’s not forget about website functionality for your own team. Think about how to streamline processes such as publishing blog posts, updating images, and building new pages. This might mean rethinking how you power your website: from the platform it runs on, to who drives the execution of it.
Before MURAL’s website glow up, their marketing team had to loop in both a designer and a developer for even the smallest revisions. Now, the content team can publish blogs and make changes without involving a designer at all.
Website performance influences functionality, so your redesign should also address issues such as slow page loading times, poor responsiveness on mobile devices, security vulnerabilities, etc. Cover the technical aspects of your glow up with our performance optimization guide and security checklist.
Article written by Rease Kirchner for WebFlow.