First, Why Strategy Matters More Than Design
Redesigning your website isn’t just about looking better.
A good strategy makes sure your new site actually works — for your visitors, your goals, and your bottom line. Without it, you risk ending up with something pretty… that still doesn’t convert.
What to Include in Your Website Redesign Strategy
Here’s what a strong website redesign strategy should cover before you even start wireframing or choosing colors:
1. Clear Business Goals
Start by asking:
What do you want your website to do better?
Examples:
Generate more qualified leads
Improve conversion rates
Educate clients before discovery calls
Sell a new service or product
Everything else should ladder up to this goal.
2. Updated Brand Positioning
If your brand has evolved, your site should reflect that.
Clarify your:
Core messaging
Voice and tone
Visual identity (logo, colors, typography)
This ensures consistency across every page.
3. Ideal Customer Journey
Map out how your visitors should move through the site.
Ask:
What’s the first thing they need to see?
What action should they take on each page?
Where are they getting stuck or dropping off now?
Design around real user behavior, not just preferences.
4. Strong SEO Foundation
A redesign is a great time to get your SEO right.
Make sure your strategy includes:
Keyword research
Page structure and metadata
Internal linking
Image optimization
Mobile performance and load speed
You don’t want to lose rankings – or worse, traffic – in the redesign.
5. High-Converting Content
Content isn’t an afterthought. It drives trust, action, and sales.
You need:
Clear, compelling website copy
Headlines that hook the right audience
Calls-to-action that guide people where you want them to go
Testimonials, case studies, and proof that you’re worth it
Bonus: good content helps your SEO, too.
6. Tech and Tools That Support Growth
Choose platforms and integrations that work for you, not against you.
Think about:
Content management system (CMS)
CRM or email marketing integrations
Booking forms or client portals
Analytics tools (like GA4 and Hotjar)
Your backend should be easy to manage and built to scale.
7. A Realistic Timeline and Process
Strategy also includes project planning.
Know who’s doing what, when, and how approvals will work.
If you’re working with an agency or designer, ask:
How do you manage milestones?
What do you need from me and when?
What’s the plan post-launch?
You don’t want surprises halfway through.
Final Thought
A good redesign starts way before anyone opens Figma or WordPress.
If you want a website that reflects your brand, converts more visitors, and supports your next stage of business, the strategy comes first.
Need help creating yours?
Let’s chat and map out what this could look like for your business.
FAQ
On average, 3 to 6 weeks – depending on how clear your goals, content, and brand already are. It saves time (and headaches) later.
Not always. Some agencies or consultants (like us) combine both. But make sure whoever you hire starts with strategy, not just design.
Yes, often. A strong strategy helps you decide what’s worth keeping and what needs to go.