Website redesign: 11 steps to follow!

The redesign of your website is essential for stay competitive and relevant online. This process isn't just about updating design or technology; it's also about Realign your site with your marketing goals And the expectations of your users. One successful redesign may boost your SEO, increase conversions and improve the user experience, thus attracting more visitors while retaining existing ones.

Our Webflow agency in Paris, specialized in the creation and redesign of efficient websites, offers you a complete guide in 11 steps for an effective redesign, suitable for all businesses. These steps aim to create a modern and optimized website, in line with your marketing strategies. Each project should be customized to meet the specific needs of your business and users, whether it is a Showcase site, of a e-commerce site, or whatever.

Why consider redesigning a website?

The challenges of a web redesign

Opt for a website redesign Is an approach major strategic to strengthen your online presence. This is especially true when your site:

• No longer meets user expectations, which are constantly evolving.
• Does not offer a smooth, intuitive, and fast experience.

One slow site, complicated to use or visually outdated requires an update. In addition, an aging site may no longer comply with current technical and aesthetic standards.
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Step 1: Define the goals of the redesign

Identify the needs of your business and your users

Starting a website redesign requires starting by identifying the specific needs of your business as well as those of your users. This essential approach helps you to understand the reasons why you are undertaking this redesign and to guide your project. Ask yourself what the weak points of your current site are that you want to improve. Is it in order to rejuvenate its design, optimize its performance, enrich the user experience, or to combine these aspects? The answers to these questions will guide the type of redesign that is needed for your site.

It is also important to know your audience and their expectations well. Identify the different groups your site is aimed at, whether they are potential customers, partners, suppliers, or other target audiences. Each group has its own expectations and, by identifying them, you can adjust your site to better meet their needs.

Set measurable goals (SMART)

After determining the needs of your business and your users, it is vital to define specific and measurable goals. Objectives must be Specific, Measurable, Achievable, Realistic and Time-bound, in accordance with the SMART method. This ensures that each phase of the redesign is consistent with your goals and makes it possible to measure the success of the project effectively.

For example, to increase organic traffic, your goal could be to “double organic traffic by improving the SEO strategy within six months of launching the new site.” If you're aiming to increase conversions, a relevant goal could be to “decrease phone calls by offering more intuitive online services and to convert 20% of visitors into customers within three months after the redesign.”

Step 2: Conduct a complete audit of the current site

Technical analysis (speed, SEO, security, mobile-first)

A thorough technical audit of your website is essential as part of its redesign. This analysis aims to identify technical problems affecting the performance and security of your site. Start by evaluating the loading speed, a determining factor since a slow site can repel visitors and negatively affect your SEO.

Tools such as Google PageSpeed Insights or GTmetrix can provide accurate analyses of the performance of your site, highlighting the elements that slow it down, such as images that are too large or scripts that are poorly optimized.

Don't neglect the security of your site: check that the SSL certificates are up to date and that the HTTPS protocol is properly applied. Also check the obsolescence of JavaScript libraries, which are potential sources of vulnerabilities. Make sure that the HTML on your pages is structured in a way that makes it easier for search engines to index, avoiding HTTP errors such as 404s or URL issues.

Mobile adaptability is essential in a context where mobile internet traffic dominates. Ensure that your site follows a mobile-first approach, offering a smooth user experience on mobile devices, with intuitive navigation, easily clickable buttons, and content adapted to small screens.

Existing content analysis

Examining the content on your site is just as important. This step involves evaluating the quality, relevance, and timeliness of your content, including web pages, blog posts, and landing pages. Take an inventory of your content to identify which to update, merge, or delete.

Distinguish between evergreen content that can be revitalized and content that has become obsolete and needs to be eliminated. This ensures that the content uploaded to the new site accurately reflects the current marketing strategy and contributes to your goals. Review successful SEO content and identify opportunities to improve or explore new topics to improve your positioning.
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Step 3: Study the competition and trends

Benchmarking of direct and indirect competitors

Carefully examining the competition is an essential step in redesigning your website. Benchmarking helps you to position yourself against your competitors and to identify areas for improvement. First, identify your direct competitors, those who offer similar offers and target the same audience as you. Tools like Semrush or Similarweb are useful for determining who your main rivals are and for examining their performance in terms of traffic, SEO, backlinks, and social media presence.

It is also essential to take into account your indirect competitors, who, although offering slightly different products or services, covet the same customers. For example, for a company selling project management software such as Asana or ClickUp, indirect competitors could include web design or payment solution companies. After identifying your competitors, use benchmarking tools to compare your performance to theirs, by analyzing key metrics like web traffic, bounce rates, length of visits, and traffic sources. These analyses will provide you with tips for refining your strategies and avoiding the pitfalls observed by your competitors.

Integrate the latest design and UX/UI trends

Adopting the latest trends in design and UX/UI is essential to offer a modern and engaging website. Advances such as the increasing use of artificial intelligence (AI) in UX/UI design, with tools like Relume.io or Otio.ai, make it possible to automate the creation of graphics, prototypes, and research. AI also plays a role in the production of quality 3D videos and texts, thus enriching your visual content and boosting user engagement.

The trend towards more interactive and dynamic websites is also notable, with technologies that promote interactivity through 3D animations and sophisticated visual effects. This interactivity captures attention and improves the user experience. Plus, large-sized typography is becoming popular, using bold, oversized fonts to catch the eye and make it easier to read. Brutalism, with its bold typography and monochromatic color palette, offers a unique and striking experience.

Dark mode, on the other hand, has established itself as a standard option, reducing eye fatigue, improving readability, and making the experience more accessible to users with specific visual sensitivities.
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Step 4: Define the specifications

The essential elements in a specification

The specifications are a key document to guide the redesign of your website. It should include essential elements to define and clarify all aspects of the project for each stakeholder.

It is essential to describe the context of the project, including a detailed presentation of your business, your offerings, and your target audience. This information allows the service provider to understand your challenges and objectives.

Site goals should be clearly defined and prioritized, including goals such as improving the user experience, increasing organic traffic, or increasing conversions. They must follow the SMART methodology (Specific, Measurable, Achievable, Realistic, Time-Defined).

The structure and tree structure of the site must be specified, including the organization of content, the number of pages and navigation. Schemas or wireframes can be useful for this visualization.

Technical features and requirements should be detailed, specifying the necessary third-party tools (CRM, ERP, reservation tools, etc.), accessibility constraints and WCAG standards, and the technologies and programming languages to be used.

The budget and deadlines are to be estimated and included in the document. This allows service providers to size their offer and to plan the key stages of the project. A provider evaluation grid can help in choosing the right supplier.

Working with an agency or an internal team: what should you choose?

When defining your specifications, you must also choose between an external web agency and an internal team, each option having its advantages.

A web agency offers specialized expertise and a new point of view, useful for your project. With their vast experience, agencies effectively manage site redesigns and have the resources and tools needed for complex projects. However, this can be more expensive and require careful coordination to align business goals.

On the other hand, an internal team offers a deep understanding of business challenges and increased flexibility in project management. Familiar with company processes and culture, the internal team can simplify project communication and implementation. However, this may require additional resources and skills that are not available internally, with potential limitations in terms of time and project management capacity.

Step 5: Plan the redesign project

Project stages and deadlines

Effective planning of your website redesign project is essential for its success. It is important to divide the project into key stages and to assign realistic deadlines to each one.

Start with a technical and SEO audit of the old site, which will vary from a few days to a few weeks depending on its complexity and size.

The next phase involves defining the specifications and creating models. Depending on the complexity of the design and the needs of the customer, this can take anywhere from a few weeks to several months.

The development of the site, including the installation and configuration of the CMS, as well as the integration of the necessary functionalities and modules, can last several months. It is essential to schedule user experience (UX) and technical tests to ensure the proper functioning of the site and to make the required adjustments.

The final steps, such as migrating the site and developing a redirection plan, are critical to maintaining visibility on search engines. Setting up a migration and redirection plan is essential to manage old links. These steps can take anywhere from a few days to a few weeks.

Set a realistic budget for the redesign

Setting a realistic budget is essential to avoid cost overruns and to ensure that the project goes as planned. Redesign costs vary depending on the complexity of the site, its size, the desired functionalities and the expertise of the provider.

For a simple showcase site, costs can vary from 2,000 to 20,000 euros or more. For a more complex site or an e-commerce site, prices can range from 6,000 to 40,000 euros or more, depending on the specific functionalities and integrations required.

It is essential to take into account the costs of back-end development, design, migration, and post-migration follow-up. A well-thought-out budget should also include room for contingencies and adjustments that may occur during the project.
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Step 6: Create a new tree

Organize Pages for Smooth Navigation

Creating a new tree structure for your website means organizing pages logically and intuitively, allowing for smooth navigation. Start by listing all the content on your site and grouping it by themes or categories. This will make it easier to identify the links between categories and pages, and help you visualize the hierarchical structure of the site.

Adopt a clear hierarchical structure, similar to an inverted pyramid, with the home page at the top and top-level pages that lead to more specific pages. For example, a typical structure might look like: Home > Services > SEO/PPC/Social Media, etc. This method allows easy navigation for users and helps search engines understand the relevance of each page.

Navigation must be immediately visible and accessible from any page on the site. Make sure that the main navigation options are obvious and easy to find, including on the most detailed pages of the site.

Use elements such as breadcrumbs to clearly indicate where the user is in the site structure.

Think about SEO optimization right from the start

Integrating SEO optimization as soon as you design your tree is essential. A well-thought-out site structure makes it easier for search engines to explore and increases the visibility of your pages on the Internet.

Group content by topics so that search engines can easily assess the relative importance of each page. Focus similar content on the same page to minimize dispersion and increase the relevance of pages.

Adopt URLs that are logically structured and organized according to search intent. For example, for selling products, organize them into categories and subcategories so that the URLs are intuitive and explicit.

Create a site map to make it easy for search engines to index all of your pages.

Include canonical tags and schema markup in your site architecture to provide additional information to search engines and improve the positioning of your pages in search results.

Step 7: Design the site

The key principles of modern and efficient design

The design of your site must incorporate key principles to ensure modernity and performance. Simplicity, the cornerstone of modern web design, calls for the elimination of superfluous elements in order to focus on essential content and functionalities. This minimalism reduces visual complexity and increases readability and accessibility.

Clarity and distinctiveness are paramount. Each element should be clearly designed to avoid ambiguity. Important elements should stand out easily, using color contrasts, sizes, and font weights that are appropriate to differentiate titles from current text and emphasize core messages.

An effective visual hierarchy, which organizes items according to their importance via size, color, imagery, contrast, typography, and white space, is essential to guide the user to key information.

Design consistency is essential for a harmonious user experience, involving the use of a limited color palette, consistent fonts, and organized layout.

Adapting the design to the needs of users and devices

It is essential to adapt the design of your site to the needs of users and to the variety of devices. Responsive design is essential, allowing your site to adapt perfectly to all screen sizes and resolutions for a seamless user experience, regardless of device or browser.

Navigation should be intuitive on all devices, with clean menus and simple paths to facilitate access to content and improve the user experience.

Finally, the design must take into account specific accessibility needs. Following the WCAG guidelines for inclusive design ensures that your site is accessible to everyone, including people with disabilities.

Step 8: Writing and Optimizing Content

Importance of clear, engaging and SEO-friendly content

Successfully redesigning your website inevitably involves writing and optimizing quality content. Clear, engaging, and search engine-optimized text is essential for attracting and retaining visitors, while improving your positioning in search results.

High-quality content should satisfy the needs of users by offering concrete answers and relevant information. It should be carefully written, be informative, and aim to engage the reader. This means offering detailed analyses, authentic testimonies, and original content, which will distinguish you from content generated by artificial intelligence or copied elsewhere.

Structure and readability are just not important. Use titles, subtitles, bulleted lists, and organize content logically for easy reading and navigation. This improves the user experience and ensures a better understanding of your message.

It is also important to respond precisely to user queries and to adapt your content to their search intentions. Depending on the purpose sought (informational, navigational, commercial or transactional), your content could take the form of guides, lists, tutorials, definitions or comparisons.

Rewriting or Migrating: Which to Choose?

As part of a redesign, choosing between rewriting or migrating your existing content is essential. This decision should be based on the performance and current relevance of your content.

Migration is possible if your current content is effective and meets user expectations. However, it is essential to evaluate each piece of content to determine if it can be kept as it is, needs to be partially rewritten, or is out of date and requires total rewriting.

An automatic migration can be considered for large volumes of content, but it requires careful planning to avoid data loss or technical errors.

Rewriting is often necessary when existing content no longer meets user expectations or is technically outdated. This approach makes it possible to modernize content for search engines by integrating strategic keywords and improving their structure and readability. Rewriting can also be accompanied by restructuring to better align the pages with the new architecture of the site.

Finally, deleting obsolete or irrelevant content is beneficial to offer a quality user experience and avoid overloading the site with superfluous information. This method allows you to keep only content that provides value to users, thus strengthening the credibility and authority of your site.

Step 9: Develop and integrate the new site

Choosing the right technology and the right tools

When developing and integrating your new site, it is essential to select the right technologies and tools to ensure quality, performance and ease of maintenance. For front-end development, the use of frameworks such as React, Vue.js, or Angular is recommended to build interactive and engaging user interfaces.

When it comes to server-side development (backend), technologies such as Node.js, Express.js, or Python-based frameworks like Django, make it possible to create scalable and efficient web applications. The integration of application servers, such as Tomcat or JBoss, is also possible to manage the dynamic functionalities of the site.

CSS frameworks such as Tailwind CSS or Bootstrap 5 are valuable for creating responsive and personalized designs effectively. They offer reusable CSS classes that make it easy to create harmonious layouts that are adapted to various devices.

Integrated development environments (IDEs) such as Visual Studio Code, IntelliJ IDEA, or Notepad++ play a key role in speeding up coding and debugging. These platforms offer advanced features such as code auto-completion, debugging, and version management.

Collaborate effectively between designers and developers

Successful collaboration between designers and developers is essential to create a site that is both aesthetically appealing and technically robust. Prototyping tools like Figma are perfect for building user interface mockups and encouraging collaboration between design and development teams.

Figma collaboratively works in real time between project managers, designers, and developers, improving communication and minimizing implementation errors.

Project management tools such as Monday or Notion are essential for flawless organization and follow-up during development. They make it possible to track tasks, deadlines and team feedback, ensuring flawless coordination and execution of the project.

Establishing regular review and feedback processes is also important. Designers and developers must collaborate closely to ensure that designs are technically feasible and that achievements meet design expectations. This may include regular meetings, demo sessions, and feedback cycles to adjust and improve the site as it develops.

Step 10: Test before launch

Technical tests: compatibility, performance, security

Before putting your new website online, it is essential to carry out a series of technical tests to ensure that it works properly. Compatibility testing verifies that your site is accessible and functional across a variety of web browsers, operating systems, and devices, including popular browsers like Chrome, Firefox, Safari, Internet Explorer, and across a variety of mobile and tablet devices.

Performance testing is essential to ensure that your site stays performing under high traffic, avoiding slowdowns or crashes. They include load, strength, peak, and endurance tests, evaluating the site's ability to handle a large number of simultaneous users and its reaction under pressure.

Testing security is also fundamental to detecting site vulnerabilities and weaknesses, through vulnerability analyses, penetration tests, and security audits. These steps are critical to prevent data breaches and protect user privacy.

User Tests: Gather Feedback Before Going Live

In addition to technical tests, user tests are essential to gather feedback before your site goes live. These usability tests assess usability and ease of use, by inviting targeted users to explore your site and share their experience.

These tests can include free explorations, comparisons with competing sites, and A/B testing to choose between two versions of your site which offers the best user experience. Gathering feedback on the navigation, content, readability, and consistency of the interface is also beneficial, whether through questionnaires, interviews, or live test sessions. This feedback is valuable for identifying and resolving usability issues prior to launch, significantly improving the end user experience.

Step 11: Launch and Optimize After Going Live

Launch communication plan

A robust communication plan is essential for the successful launch of your new website. It is important to design it well in advance to maximize its impact. Start by defining the goals of this plan, such as increasing traffic, building brand awareness, or attracting potential customers to your other marketing channels.

Precisely identify your target audience and create a detailed persona to better understand their needs, interests, and behaviors. This will allow you to target your messages more effectively. Then choose the communication channels that are most relevant to your audience, whether social networks, newsletters, online advertising, or traditional ads.

Prepare an official announcement for D-Day, using content formats such as real ones, face cam stories, and specific newsletters. These authentic and personal formats can establish a strong connection with your audience and generate enthusiasm for the launch of your site.

Also, consider implementing teasing strategies to arouse the interest and curiosity of your audience before the launch. Organizing contests or treasure hunts on your site can encourage users to discover it and thus generate traffic and engagement.

Post-launch SEO performance monitoring

It is essential to carefully monitor the SEO performance of your site after it goes live to ensure good visibility on search engines. Use SEO analysis tools like Google Analytics, Google Search Console, or SEMrush to track key performance indicators like organic traffic, keyword rankings, bounce rate, and session length.

Examine the data to identify the strengths and weaknesses of your SEO strategy, including checking page indexing, the quality of backlinks, and the relevance of content to users' search intentions.

Adjust your strategy, optimizing titles, meta descriptions, and content to improve visibility and engagement. Finally, be sure to constantly monitor SEO to stay up to date with the latest trends and search algorithms. This will help you continue to improve your positioning and maintain a strong presence in organic search results.

A redesign, an opportunity for growth

Redesigning a website is much more than just an aesthetic or technical update; it is a strategic chance to strengthen your brand identity, better meet the evolving needs of your target audience and, ultimately, stimulate the growth of your business. Rethinking the architecture and design of your website to align them with your current growth goals is one of the main opportunities that a redesign offers. This allows you to value your differentiating elements, optimize the user experience, and guide visitors to actions that support your growth goals. For example, the introduction of new product or service offerings can be highlighted and integrated into your marketing strategy through a redesign.

In addition, a website redesign is a powerful lever for the acquisition of long-term customers, in particular through search engine optimization (SEO). Adopting SEO strategies early on in your redesign project can dramatically increase your online visibility, reduce organic traffic losses, and maintain an ongoing online presence. This can result in a significant increase in qualified traffic and conversions, as shown by the example of Growth Angels, where organic traffic increased by 750% in just 8 months following an SEO-oriented redesign.

In addition, redesigning your website allows you to overcome geographic barriers and reach an international audience. In a world where being online is essential, a modern and professional website ensures a constant presence, accessible at all times, which reinforces your credibility and professionalism.

This modernization also makes the research and comparison process easier for your customers, increasing their trust and simplifying the interaction with your brand.

Finally, a website redesign is an opportunity to stand out and reaffirm yourself as an innovative leader in your sector. A bold rebranding, like Deezer's, can generate new interest in the brand and consolidate its position in the market. It is clear that redesign goes beyond the simple technical or aesthetic necessity to become a strategic approach aimed at transforming your site into a real growth tool.

The benefits of a modern and optimized site

A modern and optimized website has many advantages that can revolutionize the way your business communicates with its customers and positions itself in its sector. One of the most significant benefits is the improvement of the brand image from the first contact.

A website with a contemporary and functional aesthetic forms a favorable first impression in just a few seconds, a determining factor in captivating and retaining visitors.

Ease of use and intuitive navigation are key. Today's websites are organized in an effective and engaging way, offering relevant and easily accessible content. This decreases the bounce rate and stimulates the interest of prospects and potential customers.

Seamless navigation and structured pages encourage users to engage more with your site, which can lead to higher conversions and quality interactions.

Security is also a priority that is well managed by modern websites. Unlike older sites, current platforms can be quickly updated with extensions and software to avoid the risk of hacking and protecting your data.

This increased security builds user trust and maintains your business reputation.

In addition, a modern site offers better optimization for search engines. Search algorithms are constantly evolving, and a recent site can easily adapt to improve its ranking and attractiveness.

SEO tools and extensions for contemporary sites make it easy to create content that meets the latest SEO criteria, increasing your visibility and attracting more organic visitors.

Mobile compatibility is essential in a world dominated by smartphones and tablets. A website adapted to the needs of mobile users ensures a smooth user experience, regardless of the device used. It makes your site more accessible and broadens your audience.

In conclusion, a modern website simplifies the management of your daily activities and increases the efficiency of your business. Built-in analytics tools allow you to monitor visitor behavior and refine your marketing strategies to optimize performance.

This helps you to make decisions based on concrete data and to constantly adjust your approach to maximize the impact of your marketing actions.

The importance of a well-planned redesign to ensure success

The redesign of a website is a major project that requires careful planning to ensure its success. This involves first of all the precise identification of the objectives to be achieved and the needs of current and future users. A detailed analysis of the strengths and weaknesses of the current site will make it possible to adapt the design and functionalities to these expectations.

Close collaboration between all stakeholders, including developers, designers, editors, and management, is essential. Clearly assigning tasks and responsibilities while maintaining transparent communication helps to prevent misunderstandings and adapt to the unexpected. Establishing a realistic schedule with measurable deadlines ensures that the project stays on track.

Flexibility and adaptability are essential to meet changing dynamics and requirements during the project. Regular adjustments and corrective actions ensure that the redesign meets not only the initial goals but also the emerging needs of users.

Conclusion

In conclusion, a website redesign, although complex, is extremely beneficial for a business. By following a structured method, you can transform your website into an effective tool for attracting and retaining customers, improving your online visibility and strengthening your market position.

If you are looking for an expert partner in Paris, the Webflow Synqro agency is recognized as the leader of Parisian web agencies in France. With certified Webflow expertise, Synqro supports you in all aspects of creating or redesigning your website, offering tailor-made solutions in design, development and natural referencing.

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Website Redesign FAQ

1. What is a website redesign?

One Website redesign consists of modernizing, restructuring or optimizing an existing site so that it better meets user expectations, meets current standards and supports your company's marketing and commercial goals.

2. Why is it important to redesign a website?

La Website redesign is crucial if your site is technically obsolete, visually outdated, or poorly adapted to new uses, such as mobile navigation. It improves the user experience, strengthens your SEO and promotes better visitor conversion.

3. How long does it take to redesign a website?

One Website redesign Can take from 1 to 6 months depending on the complexity of the project. This includes the audit, design, development, development, testing, and launch stages.

4. What are the SEO benefits of a website redesign?

One Website redesign Well executed optimizes your structure, speeds up page loading, and updates content with relevant keywords. These actions improve your positioning in search engines and attract more qualified traffic.

5. What elements should be included in a specification for a website redesign?

A specification for a Website redesign must include:

• A presentation of your business and your goals
• The desired functionalities (e.g., responsive design, CRM integrations)
• A clear tree structure
• Budget and timelines This document guides service providers throughout the project.

6. What tools are used for a website redesign?

For a Website redesign, tools such as Webflow (development), Figma (design), Google Analytics (performance monitoring) or SEMrush (SEO audit) are frequently used. These tools guarantee quality, performance and optimization.

7. Should you choose an agency or an internal team for a website redesign?

For a Website redesign, a web agency provides in-depth expertise and specialized skills. An in-house team may be sufficient if it has the necessary resources, but it may lack experience with complex projects.

8. What are the costs of a website redesign?

The budget of a Website redesign Depends on the needs:

• For a Showcase site, the costs vary from 3,000 to 20,000 euros according to the complexity and the desired functionalities.
• For a E-commerce site Or a Custom Project, The Cost May Exceed 20,000 euros.

9. What indicators should you monitor after a website redesign?

After a Website redesign, it is essential to follow:

• Organic Traffic
• Conversion rates
• The bounce rate
• SEO positions These indicators allow you to assess performance and optimize continuously.

10. Does a website redesign impact my SEO?

One Website redesign may have a temporary impact on your SEO. However, by carefully planning redirections and optimizing your new pages, you can not only limit losses, but also improve your SEO in the long run.

11. What are the advantages of a complete redesign compared to a simple update?

One Website redesign completely transforms the look, structure, and functionality of the site, while an update is limited to minor adjustments. Redesign is ideal for modernizing your site and maximizing its impact.

12. How to successfully redesign your website?

To Succeed a Website redesign, set clear goals, conduct an accurate audit, collaborate with experts, and rigorously monitor post-launch performance.