Redesigning a website is often a bigger project than it seems. It can be confusing, time consuming and tedious. That’s why it’s important to have a clear vision for your website redesign. The clearer you are about what your goals are, the smoother the project will be. However, figuring out what to do is a challenge in itself. To make it easier, here are the top questions you need to ask yourself and your team.

Starting With The End In Mind

The last thing you want to happen is realizing that your design does not contribute to the main goal of your website near the end of the redesign project. That’s why the first question you need to ask is “what is the main goal of my website?” Although this seems like an obvious question, many web design companies tend to drift away from answering it upfront and find themselves making unnecessary edits later on.

Every website has a different goal. It can be anything from generating sales, influencing visitors to share, bringing in leads, to getting people to click on ads. You should be very clear about your goal and what is necessary to achieve your goal. Do you need to make sure your conversions are high? Is it important to communicate a strong brand identity? Start with the end in mind and your website design project will be focused.

Assessing Your Website’s Strengths and Weaknesses

The next question is “what is the website’s biggest strengths and weaknesses?” Find out which areas of your design are working well. Look at individual pages, templates, formatting, conversion rates and engagement for the answers. It’s important to make sure that you keep the elements that are working such as the font, plugins, content organization, etc. Many webmasters tend to redesign the whole thing when there were design elements that were making their website work.

Assessing the weaknesses is the other part of the equation. You’ll need to identify what elements and pages are not working. To do this, find pages that have high abandon rates, study heat maps to figure out what is distracting visitors, and look for pages that have low conversion rates. Using a combination of split testing, analytics, and website heat map tools will help unearth all this valuable information.

The third question is “does my website deliver the ideal user experience?” Creating the optimal user interface design is a combination of what your goals are and what people respond to. You’ll need to start out with a setup that is designed to meet your goals. You want to make sure your website navigation is clear, the site architecture is well organized, and you have a visitor funnel that leads people down the ideal path.

From there, it’s all about testing to see how people behave once on your website. You’ll have to experiment with different designs, formats, organization and layouts. For example, some eCommerce sites that have tested their navigation menu found that featuring the most popular product categories on the top lefthand side resulted in more sales. In another example, blogs found that using snippets of content resulted in more readership and engagement than displaying the full content.

Connecting Your Website’s Design With Your Brand

The final question is “does my website reflect the mission and identity of my brand?” You want to make sure the colors, fonts and overall experience communicates the core message. This is essential in order to make sure the website experience is congruent to the public perception of your brand.

These are the most important questions that need to be asked when redesigning a website. Answering these questions will lead you to come up with a website design that is in line with your vision while also delivering an excellent experience for visitors.