Website Redesign Checklist to Upgrade Your Starter Site
Your website isn’t converting? Feels outdated? Doesn’t show your brand off the way it deserves? It might be time for a makeover, and this website redesign checklist will help you move forward with clarity and confidence.
Redesigning your website isn’t just about looks – it’s about creating a strategic, search-optimized home for your business. One that supports your goals, attracts your ideal clients, and increases conversions.
As a web designer, I’ve helped countless business owners transform their starter site to one that strategically works in the background. In this guide, we’ll explore when it’s time to redesign, how to prepare, and the exact steps to follow for a smooth redesign process without the overwhelm.
Table of Contents -
Signs It’s Time to Redesign Your Website
Not sure if you need a full redesign or just a few tweaks?
Here are a few clear signs it’s time for an upgrade:
Your branding, messaging, or offers have evolved
You’re embarrassed to share your link (we’ve all been there!)
Your services and offers have changed
You’re drowning in manual admin and need website systems to clear your plate
Traffic or conversion rates have dropped
You’re not showing up in search results
You’ve outgrown your DIY design and are ready to seriously wow your visitors
The site feels clunky, loads slowly, or isn’t mobile-friendly
Visitors don’t stay long or take action
How to Prepare for a Website Redesign
Let’s not rush into this! Redesigning without preparation is like decorating a house before the walls are up.
Before you jump into fonts, layouts, or visuals, take time to prepare. This helps set the tone for a faster, smoother, and more strategic redesign process.
Here’s what you need before you hire or DIY your new site:
Brand photos and visual assets
Ideal client definition
Market research and voice-of-customer insights
Keyword research for website SEO
Testimonials and case studies
Refined offers and messaging
Want a guided way to organize all of this?
Check out Trail Mix: Your Site Prep Kit, which helps you gather, refine, and organize everything your next website needs before you hire or build.
Website Redesign Checklist
Not sure what your site needs next? This free quiz helps you map out the best redesign or refresh plan:
This is your step-by-step website redesign checklist to guide your entire redesign process – from planning and strategy to launch and ongoing optimization.
Whether you’re redesigning your site yourself, hiring a designer, or joining a done-with-you program, these steps will help you stay organized and confident from start to finish.
Audit your current website performance & analytics
Before redesigning, understand what’s working on your current site and what isn’t. Use tools like Google Search Console and PageSpeed Insights and your website’s analytics feature to review insights.
During the audit, you can look at:
Traffic sources - Where visitors come from (search engines, social media, referrals, etc.)
Conversions - Which pages or offers turn visitors into clients
User behavior - How long people stay, where they click, and where they leave the site
Technical issues - Site speed, mobile usability, and broken links
Research your competition & understand your market
A website redesign isn’t just about your business – it’s about where you fit in your market. Reviewing competitor sites can offer inspiration about layout, functionality, and content strategy and help you close any gaps or differentiate your brand.
Pay attention to:
Messaging and tone - What pain points and language competitors use
Structure and flow - How pages are organized and where CTAs are placed
Visual branding - The style, layout, and overall vibe
Conversion strategy - How other sites guide visitors toward action
Combine these insights with your website audit to strengthen your positioning and make strategic choices that improve both user experience and conversion rates.
Decide on a DIY, DWY, or DFY Redesign
So should you DIY your website, get guided support, or hire a designer to get it done for you? It all depends on your time, skills, and how much support you need.
Here’s what each option looks like to help you decide what’s best for you:
Do it yourself (DIY) - DIYing your website gives you full control over the process and can be budget-friendly if you have the time and tech skills. That said, it can be challenging to manage design, copy, and strategy all on your own — while also running a business and staying caught up with your favorite reality show.
Done with you (DWY) - DWY options like the Website Wayfinder program offer co-creative support so you can build, write, and launch your site. Instead of wandering the forest alone, you’ll be following a mapped route with a crew and a compass.
Done for you (DFY) - Hiring a designer means handing off the entire process to an expert. You’ll get a cohesive strategy where design and copy work together for conversions, SEO best practices built in from the start, and thoughtful details like header and footer UX, accessibility, and legal pages for a polished, high-performing website you’re proud to share
Define your audience, goals, and success metrics
Your redesign should be driven by purpose, not aesthetics. Because even though looks matter, they aren’t everything.
Get clear on who your target audience is, what actions you want them to take, and what outcomes define success. This will make it easier to make design and copy decisions.
Ask yourself:
Who is my site speaking to now, and who should it be speaking to?
What’s the main goal: more inquiries, bookings, or sales?
How will I measure improvements with traffic, conversion rate, or time on page?
Refine your offers and messaging
Your site should clearly communicate what you do, who it’s for, and why it matters. Before redesigning, revisit your offers and messaging. Are they still relevant, or have your services evolved?
Refine your offers to match your current value and audience needs. Then strengthen your messaging by incorporating:
A clear value proposition - What makes you different
Emotional connection - The outcome your clients care about
Action-focused copy - CTAs that move visitors toward conversion
Update your branding and visual identity
If your visuals no longer match the quality of your work, your website redesign is the perfect time for a brand refresh. Think of it as entering your business’s grown-up era with updated colors, typography, and imagery that reflect where you are now.
Your brand identity should feel intentional and recognizable. Strong, consistent visuals build trust and help visitors quickly understand your brand’s tone, style, and level of expertise.
When updating your branding and visual identity, consider:
Consistency - Visuals across your site and social platforms should feel cohesive and connected
Clarity - Use fonts and colors that reflect your brand personality
Emotion - Choose imagery that helps create an emotional connection with your audience
Create your sitemap and user flow
Think of your sitemap as the foundation of your new site. It outlines all your pages and how visitors will move through them. A clear structure helps both users and search engines understand your content.
When planning your sitemap and the user’s journey:
Map out your core pages (Home, About, Services, Blog, Contact)
Add any supporting pages like FAQs or case studies
Plan how visitors will move from landing on your site to taking the desired action (e.g., inquiring about working together)
Make it easy for visitors to navigate your site find what they need and take the next step
Plan new copy and visual content
Strategic content plays a key part in a solid redesign because your messaging shapes how visitors understand and connect with your brand. When planning your content, consider how your existing copy will fit into the new layout and identify what needs updating or expanding.
As you update or create new content, focus on clarity, connection, and conversion. Each page should lead with the transformation or result you offer, naturally include SEO keywords related to your services and audience, and include actionable calls to action.
Areas your might review and refresh include:
Core pages - Home, About, etc. with updated information to reflect your current brand and offers
Blog posts - Helpful articles optimized for relevant keywords and internal linking
Visual assets - Updated brand photos, graphics, and other website design elements
Case studies and testimonials - Work samples and social proof to build authority and trust
Prioritize accessibility and user experience (UX)
An effective site is one that everyone can use with ease. Accessibility and UX go hand in hand to improve how search engines and people understand and experience your site.
Focus on:
Navigation clarity - Menus and buttons should be clear and easy to follow, helping visitors move through your site and take the next step without any friction
Readability - Use legible fonts and strong color contrast so your content is incredibly easy to scan and understand
Performance - Prioritize fast load times, mobile responsiveness, and minimal clutter to keep users engaged and reduce bounce rates
Optimize for SEO throughout the process
SEO is often treated as the final step, like sending invites after the party has started. But it should be woven into every stage of your website redesign, so your target audience can actually find your site – and show up to the party.
From keyword research and on-page optimization to site speed and internal linking, building SEO in from the start helps you launch a site that attracts and converts organic traffic from day one.
As you redesign your site, check:
SEO phrases to use in your copy and page names
URL structure and redirects
Heading hierarchy (H1–H3 tags)
Image file names and alt text
Internal and external links
Design for mobile and desktop together
How often do you check a website from your phone? Daily? Maybe every hour? You’re not alone – most people do. With over 60% of web traffic coming from mobile, your site needs to look great and work smoothly on any screen.
If you’re using Squarespace, you can design for mobile and desktop at the same time. Then, Squarespace’s reusable sections let you create layouts that automatically adapt across devices. But if you wait to handle mobile design until the end, you’ll spend extra time redoing sections to make them work properly.
A seamless mobile experience keeps visitors engaged and shows search engines your site is up to date and user-friendly, which helps improve SEO and conversions.
Review, test, and share your redesigned website
Don’t spend your precious time or money perfecting your website only to launch it without a test run. Before you go live, review everything with fresh eyes.
Click every link, fill out every form, and make sure your menus and buttons work on both desktop and mobile. If you’ve updated any page URLs, set up redirects so visitors and search engines can find your new pages without running into dead ends.
Then, ask a few friends or clients to explore your site and share honest feedback. A soft launch helps you catch small issues and polish final details before your big reveal. Once everything’s running smoothly, share your new site across your email list, social media, and any other platforms you use.
Set a 6-month update reminder
The best websites don’t get left and forgotten — they grow with your business. Set a reminder to review your site every six months to keep it fresh and aligned with your goals.
During your check-in, consider:
Updating copy, visuals, and testimonials
Checking analytics regularly to see what’s working (and what’s not)
Adding or updating blog content and case studies to stay relevant
Website Redesign Checklist: FAQs
What is the difference between website refresh and redesign?
A refresh updates layouts, colors, and branding, while a redesign often includes new layouts and copy. Think of a refresh as polishing up your site, which might be enough if your branding is solid and you only need minimal updates. Meanwhile, a redesign is an overhaul of a website that’s outdated, lacks functionality, or isn’t converting visitors.
Take this free quiz to determine whether your website needs a refresh or a redesign.
How does a website redesign work?
The redesign process includes strategy, prep, design, development, and testing. Once your new site is live, you’ll monitor analytics and make ongoing updates for continued success.
What’s the best way to approach a website redesign?
When starting a website redesign project, you need to prepare by gathering necessary information, including brand photos, market research, SEO keywords, and testimonials. This sets you up for an efficient and strategic redesign process.
Trail Mix can help you gather everything you need as you prepare for your redesign.
Website Redesign Checklist: Conclusion
Your website is the foundation of your online presence, and a redesign might be necessary for making sure you meet your business goals. By following this website redesign checklist alongside a professional designer, you’ll ensure your project runs smoothly, strengthens your brand, and turns website visitors into clients.
Before you dive into the redesign process, make sure you’re fully prepared. Trail Mix: Your Site Prep Kit gives you a clear, guided system to organize your brand assets, messaging, and strategy so you can confidently hand them off to your designer (or DIY your new site) without missing a thing.
