Redesigning a website is like building a new one:

Start with a purpose.

If you know you need a change, but can’t put the reason into words, try answering these questions:

“What do I want my new website to do that the old one couldn’t?”

“What do I want my new website to do better than my old website?”

Maybe you want your new site to reflect a new identity, perhaps you want to start selling products online, or you want to start an online community, or improve online customer communication, or reduce the turn around time between when you decide on a new promotion and get it added to your site.

If you’re not sure what the answers are, ask your web developer.  By asking well-directed questions, your developer should be able to draw out your needs and concerns as well as point out other potential areas of improvement you had not considered.

Even if you feel like you only want your site to be “more up to date,” there is more at play.  Investigate what is it about an “old” website that worries you?  Are you afraid you’ll lose market share? Or that newer technologies have better outreach capabilities? Or that you do not meet modern usability standards?  Whatever worries you about keeping your old site will define what the purpose of the new site should be.

From purpose to design

Once you know the purpose(s) of the new site, it is possible to decide if it makes more sense to integrate new functions into your existing design, build a new design with a similar feel, or re-build from the ground up.  Just remember: your business needs should drive design decisions, and not the other way around.

When asked, a web developer should always be able to work within the “look” of your existing collateral.   And letting your web developer know which parts of your old site effectively served their business function is invaluable.  But remember that when you go in for a re-design, you need to be prepared to let go of the old design when keeping it would work against the purpose you outlined at the beginning of the process.