Website redesign: seven questions to ask before signing
A redesign is easy to sell and often disappoints. These seven questions separate vendors who deliver a sales tool from vendors who deliver an expense.
"Your website needs a redesign" is one of the easiest sentences to sell in digital marketing. Sometimes it's true. But a successful redesign is decided by precise questions — here they are, in the order to ask them.
1. What business result are we aiming for?
More requests? More online sales? Fewer calls about basic questions? A redesign without a numbered objective is a cosmetic expense. The answer should fit in one sentence with a number in it.
2. What will we keep from the current site?
An existing site has invisible assets: its search ranking, its pages that perform, its addresses known to Google. A serious vendor starts by measuring what works — and plans redirects so nothing breaks. "We'll start from scratch" without that analysis is a red flag.
3. Who will own the site?
The domain, the hosting, the code, the content, the access: everything should be in your name, from day one. If the vendor owns your storefront, you never shop freely again.
The other four, rapid-fire
- Who writes the copy? It's the most underestimated job in a redesign — and the number one cause of delays.
- How will success be measured after launch? Conversion tracking should be included, not "optional".
- Who takes care of the site afterwards? A site without maintenance ages like a shop without cleaning.
- What if we didn't redo everything? Sometimes five targeted fixes deliver 80% of the result for 20% of the price. A vendor who tells you that deserves your trust.
None of these questions requires you to be technical. They only require clear answers — and the clarity of the answers is, in itself, the best test of the vendor.
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Every piece of advice on this page is part of what we build for our clients. A 30-minute conversation is enough to see what applies to your business.