Website Redesign Checklist: Fix These First (Pre-Design)

Audit Current Performance

Kick off with an unflinching analytics deep dive: fire up Google Analytics to dissect bounce rates over 60%, top exit pages that kill momentum, and conversion leaks where visitors drop off. Benchmark against industry norms. Is your load time over 3 seconds? That's 82% abandonment territory.

Review your content inventory like a thorough investigator: find broken links, flag pages under 300 words that weaken your subject authority, and remove outdated copy that signals neglect.

Define Your Brand Goals and Users

Clarify your measurable wins before you start your wireframes: aim for specific metrics. Vague "make it look nice" directives yield bland sites; laser-focused goals forge loyalty magnets.

Set bold, specific targets: What does success look like? More leads flowing in? Pages loading lightning-fast?

Picture your perfect visitors: Who's actually clicking through to your website? Loyal fans returning for more, or big bosses hunting solutions?

Match your site's flow to real life: Adding online shopping? Design shopping carts that feel effortless, not a dusty brochure vibe.

Optimise Your Technical Backbone

Tech first, beauty later: Make sure your site uses secure connections (HTTPS). Speed up pages by shrinking big images and videos; aim for loads under 2 seconds since slow sites lose 80% of visitors.

Quick fixes checklist:
• Scan for errors: Use free tools to find broken links, duplicate pages, or missing site maps.
• Mobile magic: Check if everything looks perfect on phones—most users browse there first.
• Test safely: Build changes on a hidden "practice site" before going live.

It's also worth checking whether AI tools can read your site. Here's how to get your website into AI answers.

Plan Your Content and Structure

Re-architect info flow like a minimalist pro: cap nav at 7 items, silo high-value pages in a logical sitemap that mirrors user intent. Prioritize hero content that ranks—evergreen pillars over fluffy blogs.

Validate with user testing: drop wireframes into UsabilityHub for heatmap truths, iterate on friction points. Post-launch? Keep an eye on those bounce rates in analytics and make changes as you need to.

Planning to run ads after launch? Start with the fixes that improve Google Ads lead quality.

Pre-Design Website Redesign Checklist

Before starting your website redesign, work through this checklist:

✓ Goals & Purpose — Can you clearly explain why this website needs a redesign? Do you know what success looks like?

✓ Audience Clarity — Do you know exactly who this website is for? Do you understand what your audience is looking for?

✓ Content Review — Have you reviewed all existing website content? Does your messaging reflect where the brand is now?

✓ Structure & User Flow — Does your site navigation make sense and feel intuitive? Is important information easy to find?

✓ Brand Alignment — Is your brand positioning clear and up to date? Does the website reflect the level of business you want to attract?

✓ Technical Foundations — Do you know what platform the site will be built on? Have SEO basics been reviewed?

✓ Scope & Expectations — Are you clear on what this redesign includes (and what it doesn't)? Are decision-makers aligned?

If you've ticked most of these boxes, you're ready to design. If not, that's okay too. Clarity now saves rework later.