Website Redesign Best Practices: Don’t Leave Success To Chance

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Website Redesign Best Practices: Don’t Leave Success To Chance

Website Redesign Best Practices:

  • Start with your performance goals.
  • Research buyer personas.
  • Make assumptions.
  • Implement your strategy.
  • Create your wishlist.
  • Build the launch pad website.

Editor’s note: This post was originally published on 3/2/17 and has been updated for accuracy and comprehension.

Post-It notes, the microwave, x-ray images, potato chips – and tons of other things – weren’t intentionally created, but happened by mistake. 

Can you imagine life without the potato chip? The convenience of zapping food in the microwave? 


These are some of life’s great pleasures. 

But you don’t want to leave important things like your business’ success to chance! 

When you’re facing a website redesign, you should definitely NOT leave the results to happenstance, the universe  – or whatever. Following best practices for website design is a MUST.

The growth-driven design (GDD) strategy we use with our Flight Media clients is strategic  – every step of the way! 

It’s based on data, not guessing, and it follows specific planning steps that intentionally lead the way to results. 

The growth-driven design best practices we follow include starting with your performance goals, researching buyer personas, making assumptions and implementing a strategy. Once you lay this foundation, you can forge ahead into the next steps:

  • Creating your wishlist.
  • Creating the launch pad website.

Website Redesign Step 1: The Wishlist

During this phase, you’ll outline the things you want on your website. The sky's the limit here. 

Here are some of the factors you’ll want to include:

  • Essential pages for your website and sections in which to group them.
  • The marketing tools and resources it needs to have.
  • Website features and functionality.
  • Design elements.
  • User experience based on country, device, etc.

In the next step of your website’s design, you’ll take action on these.

Website Redesign Step 2: The Launch Pad Website

Here’s where growth-driven design differs from traditional design best practices. 

In traditional design, you’d take every single item on your list and incorporate it into the design. 

But this is like tossing a bunch of ingredients in a bowl and hoping something good happens. 

You just don’t know yet what will work because you don’t have any user feedback (or data) to depend on. 


That’s where the launch pad website comes in. 

It’s really a small site that will “launch” your total website. It’s a starting point that will drive GDD activities and improvements. The idea is to get the site up as quickly as possible. 

So don’t expect  – or try to make it  – perfect. That’s not the point...yet.


First Things First

So, how do you decide which elements to focus on in the launch pad phase? 

GDD doesn’t leave this to chance, either. You’ll want to boil down the most critical elements  – about 20 percent of your wish list items – that will have the biggest impact. 

Did you catch that? 

It’s not the items that your CEO thinks are most important or that have

 traditionally been on your website. You’ll need to scrutinize the list, looking for impactful factors that will help drive the value of the site and its impact.

Website Must-Haves

Now, review the 20-percent list and whittle it down some more. Separate the list into two groups:

  • The must-haves
  • The nice-to-haves

Work with the must-haves, and ask yourself these hard questions:

  • Is this item absolutely necessary to include in the launch site?
  • Can it wait to be added in month two or three?

Now you have a list of items that are absolutely necessary to have at the launch. This is the list of features that will make it onto the launch pad site.


Now, you’re going to come up with a hypothesis about each item, evaluating its potential:

  • Impact
  • Effort required
  • Metrics to measure
  • Definition of success or completion

So, for example, if you wanted to change a call-to-action (CTA) button on the home page into something more specific, like “get a quote,” you will estimate its impact, effort, metrics and performance  – and then measure its impact as the weeks go on. 

As you collect data and perform analyses, you’ll know exactly how effective each button, page and element is on the website so you can make continuous improvements.

Final Thoughts

A website redesign is a huge undertaking. 

It requires an investment of your time, money and resources. It’s crucial that you follow best practices for redesigning your website, and growth-driven design makes the process highly effective. 


It’s based on data that lets you make strategic changes that lead to better outcomes  – like more traffic, leads and conversions.

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Josh Coffy

Josh has an exhaustive understanding of technology and a creative marketing approach that drives client results. In his free time, Josh does CrossFit and travels with his wife.