Website Redesign: An Ultimate Guide

What is Website Redesign?

Website redesign is the process of changing the design of a website to fix errors, refresh branding, get a unique positioning in the market, or achieve other goals. It can entail changing some sections or making a complete overhaul.

In most cases, changes include logo change, brand color, brand typeface, imagery, and the entire graphic system. Other elements can include advertising campaigns, user journeys, visual and verbal communication, and so forth. It helps orient new users, improves behavioral metrics, establishes the desired associations, and attracts new audiences.

Note that website redesign is not the same as rebranding. The former deals with the image and functionality of the website; the latter is about reimagining the brand at large. 

To better understand rebranding, explore our case study Flexy's Winning Formula—Mastering the Art of Rebranding Ellie.ai's Website. In it, we explain in detail our rebranding approach and process, which highlighted the startup’s product—cloud-based visual diagramming software—through an effective sales narrative and visual evidence of value.

We created a design illustrating common data management problems and the simple solutions Ellie has to offer. Key benefits of using Ellie’s data modeling software, use cases, and insights were coupled with custom illustrations and diagrams for better visual retention.

When Your Website Needs a Redesign

So, when is it time for a website redesign? If one or more points from the list below apply to you, the answer is: now.

Your Website Doesn’t Show Up in Search Results

Getting your site to appear in search results—let alone rank at the top—is no small feat, especially if you’re targeting competitive keywords. A redesign can help address this. Search engines value current and relevant content. If you regularly update your site with helpful resources, the more valuable it becomes for search engines. In this regard, integrating a blog is a great way to keep things current and improve visibility.

The Design Feels Old

When was the last time your website got a design update? If it’s been a while—or never—it’s probably overdue. Ideally, you should refresh your design every 2-3 years to keep up with new technologies and search engine algorithm updates.

It’s Not Mobile-Friendly

If mobile traffic to your site is growing, but visitors leave without taking action, your design might be the problem. Desktop-focused designs often fail to meet the needs of mobile users. Most importantly, mobile friendliness is essential for SEO, as Google and Bing prioritize mobile-friendly websites in their ranking algorithms.

Read our article, 10 Interface Design Examples That Prompt User Engagement, where we analyze several cases that deliver exceptional user experience on both desktop and mobile.

Your Competitor’s Website Looks Better

Let’s be honest: if your competitor’s website is more modern, functional, or user-friendly, it’s time for a change. A strong redesign can help you close the gap and even gain an edge.

Your Website Can’t Keep Up With Your Business

As your business grows, your website needs to grow with it. For example, if you started with just product descriptions but now want a full e-commerce platform, redesigning your site is the only way forward.

If you want to learn more about e-commerce design essentials, check out our article, 5 Key Elements for an E-Commerce Platform’s Interface.

Your Audience’s Needs Have Changed

If your traffic is declining or visitors leave quickly without exploring, it’s a sign your website isn’t meeting their expectations anymore. Use analytics to understand how people interact with your site: where they come from, where they drop off, and why.

Types of Website Redesign

Website redesign may involve one or several visual or functional aspects. At Flexy Global, we help clients not only with design proper but also consult them on the type of work they need. 

1. Visual Interface Redesign 

This refers to changes in the design, color, and overall appearance. It applies to situations where the previous version of the site is functional but lacks a contemporary visual appeal, which can affect user engagement and trust.To explore this topic in more detail, read our article Top 5 Elements to Elevate Your Visual Interface Design.

2. Functional Redesign 

This type of redesign involves modifying and expanding the website’s structural components. For example, as the project grows or the client base increases, it becomes necessary to automate various processes, such as integrating a payment processor or setting up CRM tools.

3. Technical Redesign 

Technical redesign remedies mistakes and boosts page load speed. It is an important phase in any process, as technical issues on the website can lead to a direct loss of traffic.

4. Conversion-Focused Redesign 

This type of redesign focuses on identifying and addressing issues that cause visitors to leave the site without completing conversions. These problems can vary, ranging from an unattractive template to a poorly placed feedback form.

5. Complete Website Redesign 

In this scenario, you create entirely new design structures and content. This approach is appropriate when a site has not been updated for a long time.Learn more about complete website redesign from our case study: Stimulating Writesonic's Traffic with a Total Redesign.

What Does the Website Redesign Process Consist Of?

As you’ve learned, redesigning a website isn’t just about giving it a fresh look. The process begins with research and analysis, followed by structure development. Only after that can you move on to the design itself. Let’s take a closer look at the entire process and how it’s organized at Flexy.

1. Filling Out the Brief by the Client

The first stage is filling out a brief by the client. Answers to the brief's questions help us understand your challenges, the goal of the redesign, and the expected results. The brief covers not only questions about the website but also about the target audience, competitors, and marketing metrics, as a website is not merely for aesthetics—it is a marketing tool designed to generate sales.

2. Defining Website Structure

Understanding whether the website structure meets audience needs requires input from an SEO specialist. The process begins with collecting a semantic core. Even if this was done for the old website, the semantics need to be updated. We compare the gathered target queries with existing sections and pages. If necessary, we create a new structure and navigation logic. We also determine the number of page types (homepage, service pages, product card pages, articles, review pages, and galleries, etc.). 

3. Prototyping

At this stage, we create a prototype that visualizes the website's structure. It is an accurate, interactive website mockup that visually displays the placement of all blocks and the navigation logic, but without design elements. The prototype serves as a technical guide for the designer. It shows where every element will be placed—logos, buttons, contact numbers in the header and footer, shopping cart icons, and other features. 

4. Design Development

After finalizing the prototype, it’s time to create the website’s visual appearance. The prototype, along with the brand book (if available), goes to the designer. The designer creates a full-color mockup for desktop and mobile devices, including all elements such as buttons, icons, lines, and backgrounds. The result of this stage is a fully developed structure, features, and design.

You can find out more about the process of creating a functional and user-friendly design in our blog post 5 Steps For Designing a User Interface.

5. Front-End Development

During this phase, the front-end developer turns the designer’s work into a functional website through coding. By the end of this stage, all elements are in place, and the page templates are ready for content integration.

6. Functional Integration

After the front-end work is complete, the programmers take over. They handle the functionality of the website, write scripts, set up interactive elements such as buttons and contact forms, and configure the admin panel for content management. Developers also connect external services such as online payment systems, a CRM, and product databases, and set up online booking or appointment scheduling.

7. Content Integration

This stage involves populating the designed pages with text, images, and videos. We migrate content from the old site and add new content. 

8. Testing

With the website complete, it’s time for thorough testing. This includes checking the functionality of forms, filters, payment systems, and links. Once we ensure everything works perfectly, the website is ready for launch.

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