Bay Area Inbound Marketing Blog

Website Redesign Only for Revenue Reasons by Bay Area Inbound

Posted by Laurie Monahan on Tue, Jan 17, 2012 @ 05:56 PM

Step 1: Determine Whether Website Redesign is Right for You

Make sure you are going into redesign for the right reasons. Website redesign is a continuous process, and just as much about functionality as it is design. The first thing you will need to do, along with our help, is set your redesign goals.

 Key Concepts and Statistics

Wrong Reasons For Redesign

Right Reasons for Redesign

“We have a new corporate look and feel.”

“Want to get found by more prospects.”

“It’s been 12 months since our last redesign.”

“Want to convert more prospects into leads and eventually, customers.”

“The CEO wants to do it.”

“We want to improve branding.” (Only appropriate if oriented around one of the previous reasons.)

  • The excitement you and your CEO will have from a complete renovation of your website will be short lived.
    • Once you have visited your site repeatedly, the excitement of a new website will turn into boredom.
  • Complete website renovation is even worse for users.
  • Users are accustomed to the constancy of old website.
  • Need time to adjust, causing them more confusion.


Misguided reasons for redesigning your website are driven by the thought that the freshness and “wow factor” of a new website will increase excitement over your brand. The main motivations behind website renovations should be to improve the performance of your website. A beautiful website, although intriguing and aesthetically pleasing, is secondary to a functional traffic and lead generating website.

Web Redesign Half Life Chart


Topics: driving traffic to website, Website Redesign, Bay Area Inbound, Lead Generation