GTM Dictionary

The Go-to-Market Dictionary: Website Redesign

Learn everything you need to know about website redesign in our comprehensive Go-to-Market Dictionary.

In today's digital age, a company's website is often the first point of contact with potential customers. Therefore, it is crucial to maintain a website that is not only aesthetically pleasing but also functional and easy to navigate. A website that fails to meet these requirements can damage a business' online presence, ultimately impacting its sales and profits.

Understanding the Importance of a Website Redesign

In today's digital age, a website is a critical aspect of a business' go-to-market strategy. A website serves as the online face of a company, providing potential customers with an experience that fosters trust and brand loyalty. In turn, a website can act as a reliable source of information, driving traffic to other channels such as social media and email marketing.

However, as technology and consumer preferences evolve, a website that was once effective may become outdated and ineffective. This is where a website redesign comes in.

The Role of Your Website in Your Go-to-Market Strategy

A website redesign is not just about updating the look and feel of a website. It is about aligning the website with the company's current goals and objectives. When developing a website, companies must focus on reaching potential customers and providing them with an experience that fosters trust and brand loyalty.

One way to achieve this is by creating a website that is easy to navigate and provides valuable information to visitors. This can include product or service descriptions, customer reviews, and frequently asked questions. By providing this information, companies can establish themselves as industry experts and build trust with potential customers.

In turn, a website can act as a reliable source of information, driving traffic to other channels such as social media and email marketing. By including links to social media profiles and email newsletters, companies can encourage visitors to engage with their brand on multiple platforms.

Key Reasons for a Website Redesign

Various reasons can prompt a company to redesign its website. One common reason is to improve its appearance or functionality, which, when done correctly, can positively impact user experience and engagement. A website that is visually appealing and easy to navigate can encourage visitors to stay on the site longer and explore more pages.

Another reason for a website redesign could be to align the website's design with a company's current branding. By maintaining a consistent message across all communication channels, companies can establish a strong brand identity and increase brand recognition.

Additionally, a website redesign can improve a website's search engine optimization (SEO) and overall performance. By optimizing the website's structure, content, and metadata, companies can improve their search engine rankings and drive more organic traffic to their site.

The Impact of a Website Redesign on Your Brand and Customer Experience

A website redesign has a significant impact on a business' brand image and customer experience. A poorly functioning website can create a negative impression of the company, while an aesthetically pleasing website can significantly enhance its brand image.

Additionally, a website that is easy to navigate and provides useful information can increase customer engagement and encourage repeat visits. By offering a seamless user experience, companies can establish themselves as industry leaders and build long-term relationships with their customers.

In conclusion, a website redesign is a critical aspect of a business' go-to-market strategy. By aligning the website with the company's current goals and objectives, companies can establish themselves as industry experts, build trust with potential customers, and increase brand recognition. So, if you haven't updated your website in a while, now is the time to consider a redesign.

The Website Redesign Process

Setting goals and objectives for your redesign

The most critical aspect of any website redesign project is setting clear goals and objectives. Defining these metrics ensures that the redesign project aligns with a company's larger business goals. It also helps to identify any shortcomings in the current website, defining how the redesign project can address them.

When setting goals and objectives, it is important to consider the target audience and their needs. For example, if the website targets millennials, the redesign should focus on creating a mobile-responsive and visually appealing site. If the website targets professionals, the redesign should prioritize easy navigation and access to information.

Another important consideration is the website's search engine optimization (SEO) goals. The redesign project should aim to improve the website's SEO performance by optimizing the site's structure, content, and metadata. This will help the website rank higher in search engine results pages and attract more organic traffic.

Conducting a website audit

An audit of the current website is an essential step in the redesign process. This audit allows a company to identify areas of the site that need improvement. Some metrics to consider during the audit include the site's loading speed, navigation, visual design, mobile responsiveness, and how easy it is to find information. An audit showcases an objective starting point that can guide the rest of the redesign project.

During the audit, it is important to gather feedback from the website's users. This feedback can be collected through surveys, focus groups, or user testing. This feedback will provide valuable insights into the user experience and help the redesign team prioritize improvements that will have the most significant impact on the website's performance.

Creating a project timeline and budget

Once a company has set clear goals and objectives for their website redesign, the next step is to create a project timeline and budget. A timeline outlines the phases of the project and their deadlines, while a budget outlines the resources that a company needs to allocate to ensure that the project's goals are met. It is essential to ensure that the budget and timeline align with the company's larger business goals and resources.

When creating a project timeline, it is important to consider potential roadblocks and delays. For example, if the website requires custom development work, the team should factor in additional time for testing and bug fixes. Similarly, if the website requires new content creation, the team should allocate sufficient time for content development and approval.

When creating a budget, it is important to consider all costs associated with the redesign project, including web hosting, domain registration, software licenses, and any third-party services or tools required.

Assembling your redesign team

A website redesign project requires a team that has a diverse set of skills. Depending on the scope of the project, the team may consist of a project manager, web developers, graphic designers, content creators, and a marketing team. Each team member's role is critical in ensuring that the redesigned website aligns with the company's brand identity and communication goals.

When assembling the redesign team, it is important to consider each team member's strengths and weaknesses. A well-rounded team will have a mix of technical and creative skills, as well as experience in website design and development, content creation, and marketing.

It is also important to establish clear communication channels and project management processes to ensure that the team works efficiently and effectively. Regular check-ins and progress updates can help keep the project on track and ensure that all team members are aligned with the project's goals and objectives.

Essential Elements of a Successful Website Redesign

User experience (UX) design

User experience design is a critical aspect of any website redesign project. It focuses on the end-user's experience of the website and aims to enhance user engagement and satisfaction. A well-designed website creates an intuitive navigation structure and makes it easy for users to find information. A good user experience also minimises the potential for user errors and reduces the risk of users becoming frustrated or confused.

When designing a website, it is essential to put yourself in the shoes of your users. Consider what information they are looking for and how they will navigate through your site. A user-friendly design will make your website more appealing and encourage users to spend more time on your site, ultimately increasing the chances of them becoming a customer.

Responsive and mobile-friendly design

A responsive design ensures that a website looks and works well, whether accessed from a desktop, tablet or smartphone. The use of mobile devices to browse the web is on the rise, and a mobile-friendly website ensures that businesses meet the needs of their mobile users. A responsive design also helps to improve a website's visibility on search engines, giving it an advantage over sites that are not mobile-friendly.

Mobile-friendly websites are essential for businesses that want to stay competitive in today's digital landscape. With more and more people using their mobile devices to access the internet, having a mobile-friendly website is no longer an option but a necessity. A responsive design ensures that your website looks great on any device, making it easier for users to access your content and engage with your brand.

Search engine optimization (SEO)

SEO is an integral part of any website redesign project. SEO involves optimising website content to ensure that it ranks highly on search engine results pages. A well-optimised website improves its chances of being discovered by potential customers and can increase traffic to the site. Good SEO practices can also boost a website's credibility and helps establish a strong online presence for the company.

SEO is an ongoing process that involves researching keywords, creating quality content, and building backlinks. By optimising your website for search engines, you can improve your website's visibility, attract more traffic, and ultimately increase your revenue. A well-executed SEO strategy can help you stay ahead of your competitors and establish your business as a leader in your industry.

Content strategy and development

A content strategy is essential for ensuring that a website provides relevant and useful information to its users. A content strategy involves defining the topics and themes that a website will cover and developing a plan for publishing content. The content should be engaging, informative and align with the company's larger business goals. A well-executed content strategy can establish a website as a reliable source of information and a thought leader in its industry.

When developing a content strategy, it is essential to understand your target audience and their needs. By creating content that resonates with your audience, you can increase engagement, build trust, and ultimately drive more conversions. A content strategy should also include a plan for promoting your content through social media, email marketing, and other channels to increase its reach and visibility.

Integration with marketing and sales tools

Integrating a website with marketing and sales tools such as email marketing, analytics tools and customer relationship management software is essential for maximising the site's potential. Integrating these tools enables a company to track user behaviour on the website, create targeted campaigns and remarkably enhance the customer experience. Integration with these tools is an effective way to ensure that a website aligns with a company's overall marketing and sales strategy.

By integrating your website with marketing and sales tools, you can gain valuable insights into your customers' behaviour and preferences. This information can help you create targeted campaigns that resonate with your audience and drive more conversions. Integration with marketing and sales tools can also help you streamline your sales process, making it easier to manage leads and close deals.

In conclusion, a successful website redesign requires careful consideration of user experience, responsive design, SEO, content strategy, and integration with marketing and sales tools. By focusing on these essential elements, you can create a website that engages your audience, drives traffic, and ultimately helps you achieve your business goals.


A website redesign is a critical component of a company's online presence and go-to-market strategy. By aligning the website's design and functionality with the company's goals and targets, a website can significantly enhance its brand image, engage users, and drive sales. A well-executed website redesign project should involve setting clear goals and objectives, conducting a thorough website audit, assembling a diverse team, and incorporating essential elements such as user experience design, responsive design, SEO, content strategy and integration with marketing and sales tools. With all these factors considered and implemented, a website redesign project can give a business a competitive edge, enabling it to succeed in today's digital landscape.