Website redesign: What it is and how to do it

Artyom Dovgopol

A modern approach to redesign is a continuous evolution process, not a radical transformation every few years😉

Key takeaways👌

Redesign basics

Do we have to go the “It all started with a big bang” route? Well, pretty much. These days, some companies seem to think that changing a few UI elements or tweaking a color palette qualifies as a “redesign” — at least, that’s what they think the younger crowd means by it.

But that’s not quite it.

A true redesign goes much deeper than surface-level visuals. Sure, the look of your site matters — but a real redesign involves so much more:

• Visual Design — color scheme, fonts, illustrations, overall aesthetics
• User Experience (UX) — the logic of how users interact with the site
• Information Architecture — how content is organized and structured
• Technical Infrastructure — platform, server solutions, loading speed
• Marketing Effectiveness — conversions, sales funnels, CRM integration

And most importantly, it’s always based on analytics — on what’s working, what’s not, and what can be improved. A vague “we need a change” just isn’t enough.

Imagine your website is your company’s physical office. What kind of impression does it leave on visitors? Modern and professional — or outdated and neglected? The answer might just be the signal you need to start your redesign

Redesign timing

But let’s dig a bit deeper into what “analytical” really means. There are quite a few nuances to consider when deciding to move forward with a website redesign — and potential pitfalls like alienating your audience or losing your competitive edge are just the beginning.

Here’s when a website redesign becomes absolutely necessary:

• Outdated Appearance. Design trends shift every 2–3 years. If your site looks like a relic from the last decade, it could seriously damage how people perceive your brand. Today’s users often associate outdated design with outdated products or services.
• Low Conversion Rates. Got traffic but not seeing results? That’s a classic sign your site’s user experience needs an overhaul. The culprit is often hidden in unclear UI elements or a confusing structure that leaves users frustrated or lost.
• High Bounce Rate. If visitors are leaving within the first 10–15 seconds without doing anything, something’s wrong — whether it’s the first impression, the messaging, or your loading speed.
• Lack of Mobile Responsiveness. With over 75% of internet traffic coming from mobile devices, your site must work flawlessly on smartphones. If it doesn’t, you’re likely losing a huge chunk of your potential audience.
• Shifts in Business Strategy or Target Audience. Entering new markets? Repositioning your brand? Targeting a different segment? Your website has to reflect those strategic shifts to stay relevant and effective.
• Technical Issues and Poor Performance. Slow-loading pages, security flaws, and content management headaches are more than just annoyances — they’re red flags that it’s time for a technical redesign.
• Falling Search Engine Rankings. Search engines update their algorithms constantly. If your site doesn’t keep up with modern SEO standards, your organic traffic will take a hit — guaranteed.

And the right redesign can fix all of the above.

Take Airbnb, for example. Their redesign wasn’t just a facelift — it focused on improving user experience, streamlining site architecture, and boosting SEO. Through programmatic SEO strategies, they created thousands of location-specific pages optimized for relevant keywords. The result? A serious lift in organic traffic and conversions. It was just one piece of their path to becoming an $84.56B business, but a critical one.

Types of website redesign

So yeah, website redesign might be a bit more complex than it seems — and it can vary quite a lot depending on what exactly you're trying to achieve:

Superficial (Cosmetic) Redesign. Focuses on updating visual elements without changing the structure or functionality. A good choice when you want to refresh the brand’s look without altering user interactions. 

Includes:

• Updating the color scheme
• Changing fonts
• Refreshing graphics and photos
• Modernizing button and form styles

Timeline: 2–4 weeks.

Structural Redesign. Aims to improve the information architecture and user flows. Especially relevant for sites with grown complex structures or unclear navigation.

Includes:

• Reorganizing sections and pages
• Optimizing navigation menus
• Enhancing search functionality
• Restructuring content layout

Timeline: 1–2 months.

Functional Redesign. Focuses on adding new features or upgrading existing functionality. A great option for sites that look modern visually but lag behind in functionality.

Includes:

• Implementing new interactive elements
• Integrations with CRM, ERP, or payment systems
• Adding calculators, configurators, chatbots
• Optimizing forms and conversion processes

Timeline: 1–3 months.

Comprehensive Redesign. A full rethinking and relaunch of the website with changes to all key aspects. Suitable when the current site is so outdated—both technically and conceptually – that incremental improvements won’t suffice.

Includes:

• Complete overhaul of the visual concept
• Restructuring information architecture
• Updating the technical platform
• Introducing modern functional capabilities
• SEO optimization

Timeline: 3–6 months.

If you’re feeling unsure about changing your product’s front-facing presence, your first move should be cozying up to your in-house analyst — you’ve got to understand what needs fixing before you start tearing the place down.

Redesign step guide

Despite the variety of redesign types, they all follow pretty much the same algorithm. Do your research, stick to the list walkthrough below, and you’ll do just fine:

Step 1: Audit the Current State. Begin with a detailed analysis of the existing website:

• Review analytics (Google Analytics, Yandex.Metrica)
• Analyze user behavior (click maps, session recordings)
• Collect feedback from real users
• Perform a technical audit (page load speed, mobile responsiveness)
• Research the competitive landscape

Step 2: Define Goals and Requirements. Clearly outline measurable redesign objectives:

• What business metrics should improve?
• What user problems need to be solved?
• What new features are required?
• What are the target KPIs (conversion rate, time on site, page depth)?

Step 3: Create Wireframes. Develop schematic layouts (wireframes) for key pages and user journeys:

• Define content hierarchy
• Map out user flows
• Finalize the placement of key elements
• Validate interaction logic

Step 4: Design Concept. Transform wireframes into full-fledged designs:

• Develop the visual concept for the homepage
• Align styles for key components (buttons, forms, content blocks)
• Design typical inner pages
• Prepare mobile versions of all essential templates

Step 5: Development. Turn design mockups into a working website:

• Implement a responsive layout for all templates
• Build in the required functionality
• Integrate with CMS or other systems
• Optimize site speed and performance

Step 6: Testing. Ensure the site works as intended before launch:

Test across different devices and browsers

• Check all interactive elements
• Run load testing
• Perform security testing
• Conduct usability testing with real users

Step 7: Launch and Post-Monitoring. Ensure a smooth transition to the updated site:

• Set up redirects from old URLs to new ones
• Verify indexing in search engines
• Monitor key metrics post-launch
• Gather user feedback
• Quickly fix any issues that arise

More on how to properly represent your brand…

Want to increase engagement, loyalty, and conversions while keeping your brand fresh and relevant? Check out our article: Dynamic identity: Examples and its impact on branding

Some tips

At Toimi, we’ve handled our fair share of redesigns — and we’ve got some solid advice on how to approach this complex process the right way:

• 1. Don’t Change Everything at Once. If you have a loyal audience, drastic changes can alienate them. Preserve recognizable elements and introduce design updates gradually.
• 2. Think About Users, Not Yourself. Clients often want the site to look “beautiful” based on personal taste. But the key criterion for a successful redesign is convenience for the target audience.
• 3. Preserve Your SEO Rankings. Redesigns can negatively impact search engine rankings if SEO factors are ignored. Keep your URL structure intact or set up 301 redirects, and don’t lose essential content.
• 4. Test Before Launch. Use A/B testing to verify the effectiveness of new design solutions before rolling them out site-wide.
• 5. Don’t Skimp on the Mobile Version. Design your site with a Mobile First approach, then adapt it for larger screens — not the other way around. Mobile experience should be a top priority.

Conclusion

Redesign isn’t a one-time event — it’s part of a continuous process of improvement. Even the most cutting-edge website will likely need a refresh every 2–3 years to keep up with evolving technologies and user expectations. When was the last time you updated your website? Maybe now’s the perfect moment to consider a redesign. And the Toimi team would be happy to help! 

Recommended reading 🤓

"The Principles of Beautiful Web Design", Jason Beaird and Alex Walker

Demonstrates fundamental principles of visual design and how to apply them to create aesthetically pleasing and effective websites.

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"Redesigning Web Sites: Retooling for the Changing Needs of Business", Susan Fowler

A practical guide to updating websites in response to shifting business needs, technologies, and user expectations.

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"Web Redesign 2.0: Workflow that Works", Kelly Goto and Emily Cotler

Offers a step-by-step approach to website redesign, with proven methods for planning, project management, and evaluating results.

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