Before you redesign: 7 questions to answer first

It's tempting to start a redesign by collecting sites you like. But the projects that go smoothest start with a few honest answers first. These are the questions I ask in every strategy session.

Not sure yet whether you need a redesign? Start with the signs you've outgrown your website, and what to fix first.

1. Who is the website really for?

Name your best-fit client as specifically as you can. Industry, role, company size, and the situation they're usually in when they find you.

2. What do they need to understand before they reach out?

List the questions prospects ask on sales calls. Those answers belong on the website.

3. What is the one action you want visitors to take?

Booking a call, requesting a quote, or starting a project. Pick one primary action and design every page around it.

4. What's not working on the current site?

Look at analytics, but also at feedback. Where do people get confused? What do clients say they couldn't find?

5. What proof do you have?

Case studies, results, testimonials, and logos all build trust. Gather them early so the design can make room for them.

6. Who will update the site after launch?

If you want to add blog posts or case studies yourself, plan for a CMS and an editor-friendly build from the start.

7. How will you measure success?

More qualified inquiries, fewer "what do you do?" questions, better conversion on key pages. Decide now so you can tell if the new site is working.

Answering these before design begins saves time, reduces revisions, and leads to a website built around your business instead of around trends.