Why Website Redesign is Important: Stop Losing Clients to an Outdated Site
Is your website quietly turning potential clients away?
If your site feels clunky, outdated, or isn’t bringing in leads, it might be doing more harm than good. Your website is often the first place people interact with your business, form an opinion, and decide whether to take the next step.
A website redesign isn’t just about a fresh new look. It’s a chance to clarify your business goals, improve functionality, and create an experience that converts visitors into clients.
In this post, we’ll explore why website redesign is important, the key signs it’s time to invest in one, and how to make sure your next redesign actually moves your business forward.
What is website redesign?
A website redesign is the process of updating and improving your site so it looks modern, works better, and supports your business goals. It’s not just about swapping out colors or images. A true redesign often includes both design updates and technical improvements.
On the design side, that might mean refreshing your branding, cleaning up the layout, making navigation easier, or reworking the content so it connects with your audience. On the technical side, it can involve improving site speed, making sure it’s mobile-friendly, strengthening security, or upgrading the platform it runs on.
The main goal of a website redesign is to give you a site that feels current, is easy for visitors to use, and does a better job of helping your business attract, engage, and convert the right people.
9 Signs it’s time for a redesign
1. Your design looks outdated or you are rebranding
Design trends are constantly changing, and if your site looks like it was built a decade ago, it can send the wrong message. First impressions happen fast - research has shown that users form a gut-feeling about how attractive a website is in under a second. That snap judgment shapes how they perceive the quality of your services, long before they read a word.
An outdated design can make your business look untrustworthy or behind the times, especially when your competitors’ sites feel fresh and polished. A Stanford study found that 75% of users judge a company’s credibility based on the visual design of their website.
If you’re refreshing your brand or repositioning your business, your website should reflect those changes. It’s worth checking in on competitors now and then to make sure your site feels just as professional and up-to-date. A modern, well-designed website doesn’t just look better, it builds trust and keeps you competitive.
Heather Hartt-Sussman’s site was redesigned when she expanded her business to offer writing coaching and courses.
2. Your site is confusing to navigate
A beautiful site doesn’t mean much if visitors can’t find what they’re looking for. A website must be easy to use. If visitors cannot find what they need, they get frustrated and leave. Confusing navigation is one of the biggest barriers to keeping people on your site and engaged. In fact, the more time and effort people have to exert to find what they are looking for, they become increasingly suspicious. They may start to question the credibility of your content, the reputation of your company, and the honesty of consumer reviews.
You need to think through the user experience: put yourself in their shoes. Too many options in the navigation can confuse visitors on what to do next. “Creative” titles for pages can confuse as well - name pages simply: “About Us,” “Blog,” “Case Studies,” etc.
This accounting website’s top navigation is overloaded, with 11 options, 7 of them dropdowns that lead to even more choices. The result is decision fatigue, making it harder for users to quickly find what they need.
You should be asking yourself:
What are people looking for when they visit your site?
Are there no more than 5–6 links in your main navigation?
Are pages named simply so people don’t have to guess what they are?
Is contact information easy to find?
The user journey should be pleasant - where they can easily find all the information they need, quickly. Organize large sites with a clear site map to keep track of content. You’ll likely notice more engagement and sales when people can find what they are looking for.
3. It’s slow or not mobile-friendly
In 2025, 60% of web traffic comes from mobile devices. If your site loads slowly or doesn’t adapt to different screen sizes, people leave.
Speed is a major factor in user experience. If your site takes more than a few seconds to load, people will hit the back button before that huge image even appears! Google says that 53% of people leave a page if it takes longer than three seconds to load on their mobile devices. That lost visitor might have been your next client.
A slow load speed will also hurt your search engine rankings. Google uses the mobile version of a site’s content for indexing and ranking - this is called mobile-first indexing. In other words, Google is looking at your site as if it were being viewed on a smartphone when deciding where to place it in search results. If your site is slow or broken on mobile, you are losing potential customers before they even see what you offer.
A redesign can dramatically improve both user experience and visibility in search results. It’s an opportunity to optimize your site’s performance: compress large images, remove unnecessary animations or scripts, and streamline code so pages load quickly on any device. A fast, mobile-friendly site keeps users engaged, builds trust, and gives you a better chance of turning casual visitors into paying clients.
4. Your website isn’t bringing in leads
Let’s be blunt: if your inquiry form is silent, your site isn’t working. A business website should guide visitors through a journey that builds trust and encourages action, like filling out that “work with me” form. High bounce rates (when users leave after viewing only one page) or low conversion rates (when few visitors take actions such as completing a form or signing up for a newsletter) are clear signs your site isn’t engaging users effectively.
Often, the issue is boring copy and messaging. If your content isn’t talking about your audience’s pain points and the benefits of your services, visitors could leave without taking the next step. A website redesign gives you the chance to review your messaging, making sure your content is making a connection and building trust, and making every page work toward the goal of turning visitors into leads.
A redesign is also the perfect time to check that your calls-to-action are clear and strategically placed. CTAs should be located so that users don’t have to scroll far to accomplish their goal. Placing them thoughtfully throughout your content keeps visitors moving forward, actively drives conversions, and helps your business capture the leads it needs to grow.
5. Your content doesn’t reflect your current business
Over time, your services evolve, your audience may shift, or your overall brand messaging might change. When your content and messaging don’t match where your business is today, you risk confusing potential clients or missing opportunities altogether. In that case, your website isn’t doing its job of connecting with the right people.
A website redesign gives you the chance to realign your content with your current goals. And keeping your site effective shouldn’t be a one-time effort - regular updates and fresh content ensure your website grows with your business. Make it a habit to check in often and keep everything up to date.
6. You’re not showing up in search
A common issue I see with DIY websites is that Search Engine Optimization (SEO) has been overlooked completely. This often shows up as missing keywords in copy or page titles, blank meta descriptions, or extremely thin, vague content that doesn’t give search engines (or visitors) enough to work with. The result? Your site struggles to appear in search results, even when people are looking for exactly what you offer.
Side note: if you’re serving a local audience, ignoring local SEO can be just as damaging. Claiming and optimizing your Google Business Profile as part of a website revamp is essential - it helps you show up in local searches and Google Maps, where potential clients are actively looking for businesses like yours. Without it, you’re handing visibility over to competitors who took the time to set it up.
7. You can’t update content yourself
One client had a site on such a restrictive system that she could not update SEO. One client was scared of ‘breaking’ the site, so new services weren’t promoted for months. In both these cases this issue held back their from reaching new clients.
Make sure your website is on a platform that makes it easy to update, that you don’t need an outside designer or developer to make changes, tasks will be put on the back burner. I have worked with many website builders (Wix, WordPress, Kajabi, etc) and have found that Squarespace is the easiest to update, makes beautiful websites, and doesn’t need complicated plugins for SEO.
8. Your website isn’t accessible to all
Accessibility is often overlooked in DIY websites, but it’s critical - not just for inclusivity, but also for protecting your business from potential legal issues. In the US, the Americans with Disabilities Act (ADA) requires that websites be accessible to people with disabilities. In Canada, the Accessible Canada Act (ACA) sets similar standards.
Common barriers include missing image descriptions (alt text), low colour contrast between text and backgrounds, small font sizes, or excessive flashing and moving elements that can’t be paused. These issues make your site difficult or impossible for people using screen readers or other assistive devices to navigate.
You can review accessibility requirements yourself to stay compliant, or use professional services and accessibility tools that add features to your site and help reduce legal risk. (Accessibe) (Userway)
This section is from a professionally designed website for a therapist - it’s beautiful, but there is not enough contrast between the text color and the background color. This color combination fails WCAG testing (web accessibility standards).
9. Website functionality does not meet the goals of your business
Your website needs to actively support the way your business runs. If it doesn’t have the right functionality, you’re making things harder for yourself and your clients. When your website is set up to support your day-to-day operations, it becomes a true asset, helping you save time, serve clients better, and grow with less stress.
For example, if you’re relying on back-and-forth emails instead of a booking system, or struggling to sell products without proper e-commerce tools, your website isn’t aligned with your goals.
Modern websites can integrate tools like email marketing, booking systems, online courses, digital subscriptions, and e-commerce platforms with ease. These features not only simplify the way you run your business but also create a seamless, professional experience for your clients - one that encourages them to book, buy, and come back again.
The benefits of redesigning your website
A well-planned redesign can transform your business. A streamlined website that provides a great user experience increases conversions, and builds long-term visibility. By stepping back and taking a strategic approach to redesigning your content, your site can go from a static placeholder to a powerful business tool that attracts, engages, and converts.
Here’s what the right redesign can do:
Enhance User Experience (UX): Clear navigation, mobile responsiveness, and faster load times keep visitors engaged and moving toward the right next step. One artist I worked with told me that after her redesign, clients finally commented on how easy her site was to use, and instead of confusion, visitors were making inquiries.
Increase conversions and sales: Guide visitors toward the actions that matter most - booking, buying, or signing up. Optimized calls-to-action and landing pages turn traffic into leads. A recent redesign client booked her first inquiry just days after launching her new site, because her website finally supported her goals.
Improve SEO and organic traffic: By aligning your website content with the key search terms your ideal clients are actively looking for, your site becomes easier for search engines to understand, increasing the chances your offerings are shown to the right people. The goal is not just higher search visibility, but attracting qualified traffic: visitors who are genuinely interested in your services, more likely to engage, and more likely to convert into clients.
Strengthen brand identity and build trust: When your visuals match your current mission and audience, you build trust and credibility. A professional, cohesive design with consistent colours, fonts, photography style and graphics — reinforces your brand identity and makes your business instantly recognizable.
Streamline your business tools: By integrating booking systems, e-commerce, email marketing, and client portals into your site can lessen the admin needed to run your business. That means less juggling behind the scenes and a smoother, more professional experience for your clients.
Build long-term growth and competitiveness: SEO and content improvements aren’t one-and-done. A redesign sets the foundation for growth if you add a blog, current case studies, or updates that keep your site visible and relevant over time. Don’t feel left behind content-wise, feel like you’re leading the pack.
Common mistakes to avoid when redesigning your site
DIY mistakes
One of the biggest mistakes with DIY websites is starting without a clear plan or site map. Without structure, your content can feel scattered and overwhelming, leaving visitors unsure where to go next.
Another common issue is inconsistency. When pages don’t share a cohesive look or use consistent heading styles, the site feels unprofessional and harder to navigate. A polished, unified design goes a long way toward building trust.
Many business owners also rely too heavily on generic templates from DIY or AI website builders. While these can get a site up quickly, they often lack the personality and strategy needed to connect with your unique audience. Your business and mission are one of a kind, your site should reflect that.
Choosing the cheapest option
It’s tempting to go with the cheapest website option (often using a template), especially if you just want to get something online quickly. But I’ve seen many business owners run into problems with bargain sites that look fine on the surface but are missing the foundation they really need. One client discovered that her “designer” had uploaded all of her text as images, which meant Google couldn’t even read her content, not to mention that it was impossible to read on mobile - major fail! Another was paying a monthly fee for a site that had broken links and didn’t work on mobile - frustrating for both her and her clients.
The truth is, a bargain website often ends up costing more in the long run. When you invest in a trustworthy designer, you’re not just getting a professional-looking site — you’re also getting the strategy, structure, and technical know-how that helps your business grow. It saves you time, takes away the stress of trying to figure everything out yourself, and ensures your site is built to support you for the long term.
Expecting instant SEO results
A redesign can fix technical SEO issues and set a strong foundation for growth, but it won’t catapult you to the top of Google overnight. I always remind clients that while visual improvements and higher conversions can happen quickly, SEO is a long-term investment.
What does that look like in practice? It means making sure your on-page SEO is in place, and that your site is connected to tools like Google Search Console and Google Analytics so you can track traffic and see what’s working. From there, steady growth comes from consistently adding fresh, helpful content — things like how-to guides, case studies, or thought pieces that highlight your expertise. Over time, this builds both trust with your audience and authority with search engines.
What is the typical cost for a website redesign?
Website redesign costs can vary widely depending on the size of your site, the features you need, and the type of designer or agency you work with. From a simple one-page site to a large e-commerce platform, it’s important to budget based on both your goals and the level of functionality you want. Here’s a general guide to what you can expect:
A small, one-page website: $300–$1,000
A small business website with basic functionality: $2,000–$5,000
Larger sites with hundreds of pages or e-commerce: $3,000–$25,000+
When planning your budget, consider which features and functionality are most important for your business:
Integrated calendars and booking forms
User accounts and portals
Courses or digital subscriptions
E-commerce
Contact and newsletter capture forms
Integrated tools and widgets to streamline your workflow
Content creation, ongoing maintenance, and support
Gated lead magnets (downloads like ebooks and how-to guides to gather emails)
Landing pages designed to capture new business leads
Brand redesign to refresh your visual identity
Think of your redesign as an investment in a smoother, more effective website that actually helps your business grow.
What to look for in a web designer for your redesign
Choosing the right designer can make the difference between a smooth, strategic redesign and a frustrating experience.
Here are some key things to look for:
A strong portfolio of redesigns: Look for examples of past projects that feel modern, functional, and professional. Make sure their style aligns with your brand - for example, you don’t want to see only futuristic, tech-focused sites if your business has a soft, feminine vibe.
Positive client reviews and testimonials: Check Google Reviews and case studies to see what past clients say. Proven results and happy clients speak louder than any sales pitch.
Clear packages and pricing: You should know upfront what’s included, what’s not, and how much it costs. Important: be wary of anyone who insists on controlling your domain - this is unnecessary and can be a tactic to keep you locked into poor service.
Ongoing support and maintenance options: A website isn’t one-and-done. A good designer offers ongoing support, training, or maintenance so your site continues to work for you long after launch. Ideally, you’ll find a partner who is available for help regularly or periodically as needed - not someone who delivers your site and disappears.
Strong communication: Your designer should be responsive, clear, and able to explain technical details in a way that makes sense. If something feels off or you see red flags early on, trust your gut and move on before you commit.
An understanding of SEO and strategy: Design is only one piece of the puzzle. The right designer should know how to structure content, optimize for search engines, and guide visitors toward taking action.
A process that makes you feel supported: From the first consultation to launch, you should feel guided, not left in the dark. Look for someone with a clear, transparent process.
Final thoughts: why website redesign is important for your growth
Your website should be your hardest-working team member - building trust, answering questions, and bringing in leads around the clock. If it isn’t doing that, you’re leaving opportunities (and revenue) on the table.
A strategic redesign isn’t about making things “prettier.” It’s about creating a site that reflects the quality of your work, makes it effortless for clients to connect with you, and supports the next stage of your business growth.
If you’re ready to compete with confidence and stop losing clients to an outdated site, now is the time to invest in a website that works as hard as you do. Find a designer who understands your goals and can guide you through the process. The result? A website that works for you, not against you.
Ready for a website that grows with you?
My Website Redesign in 2 Weeks service gives you a done-for-you site that connects with your audience, converts visitors into clients, and reflects your brand, without the stress or endless timelines of a traditional design project.
Through a focused, guided process, we’ll handle strategy, design, and launch together so you walk away with a website that’s not just beautiful, but built to grow your business.
My Hands-On Approach to Redesign
Unlike designers that hand off a site and disappear, I stay involved from start to finish. I take care of the tech setup, guide you through decisions, and troubleshoot the little issues that can slow a project down.
Not ready for a full redesign? The Website Fix is my strategy session and site audit that shows you exactly what to improve, step by step if you want to make the changes yourself.
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Hi, I’m Catherine.
I help female entrepreneurs and business owners confidently connect with their ideal clients with strategic design.
