Organisations often cite reasons like "we need a more contemporary look" or "our competitors just updated theirs" when planning a website redesign. While these motivations are common, relying on them alone can be a costly mistake — one that delivers little or no return on investment.
But what is the actual business problem? If the real challenge is to improve engagement or conversion, then focusing solely on aesthetics in isolation may miss more critical issues — such as whether your messaging is clear, calls to action are compelling, or the user journey enables your target segments to quickly connect their needs with your offerings and how you differentiate. A website needs to perform well in both design and non-design elements; ideally, investment in form and function should be balanced, not one at the expense of the other, in order to maximise returns.
According to leading design thinking frameworks — such as the Double Diamond (Design Council UK) and Jobs to Be Done (JTBD) — effective design must be anchored in a clearly defined problem, validated by user insight and business goals.
The Risk of Redesigning Without Strategy
A site that looks modern but fails to connect with its users, clarify your offering, or guide visitors to take action may actually hurt performance. Bounce rates can rise, conversions can drop, and trust may erode if the new design doesn't serve its intended audience.
"You don't hire a website because it looks good. You hire it to do a job — to help users get something done." — Adapted from JTBD thinking
Example: When Design Misses the Mark
The Situation: An organisation is concerned their site feels outdated. They commission a redesign with trendier visuals and a new layout — but don’t revisit the content or structure.
The Result: The homepage looks flashier, but users still can’t quickly tell what the organisation does. Calls to action are buried, key offerings are unclear, and conversions remain flat.
The Lesson: Without first identifying who the primary audience is, what they’re trying to achieve, and why they should care, the redesign becomes a makeover — not a solution.
From Popular Motives to Purpose-Driven Design
Below are commonly cited reasons to redesign, and why they may fall short unless backed by deeper analysis:
| Popular Reason | Why It’s Not Enough |
|---|---|
| "It looks outdated" | Looks aren’t strategy. Design must clarify your value and serve your users. |
| "Competitors just updated theirs" | Copying peers may ignore what your specific audience needs. |
| "It’s been 5 years" | Age doesn’t equal underperformance. Data should drive change. |
| "We want to feel more modern" | Without defined goals, modern design alone won't drive engagement. |
Best Practice: Start With the Problem
A more strategic redesign starts with questions like:
- What business challenge are we solving?
- Where are users dropping off, getting stuck, or confused?
- Can people tell what we do — and for whom — within 5 seconds of landing on our site?
- Whose journey matters most, and how can we prioritise it?
For example:
If your main audience is prospective donors or members, does your homepage guide them clearly? Is your value proposition front and centre? Are the most common actions (donate, join, contact) visible and frictionless?
The Strategic Redesign Process
Following the Double Diamond approach, a best-practice redesign involves:
- Discover – Research users, map pain points, study analytics
- Define – Identify core issues and audience segments
- Develop – Explore content and design solutions, prototype
- Deliver – Implement, test, and refine based on real outcomes
Final Thought
Design is not decoration. It’s a vehicle for clarity, connection, and conversion.
So before redesigning, make sure you’ve identified the real job to be done — and let that guide every decision.
Need help diagnosing whether your site needs a facelift or a full rethink? Get in touch for a strategic review aligned to business outcomes.