Audit positioning, information architecture, evidence, conversion paths, content operations, analytics, accessibility, and performance before redesign.
A visual redesign can make the same structural problems more attractive. Before choosing color, type, or motion, determine what each page must help a visitor understand, believe, and do. Then identify what prevents that today.
Key takeaways
- Assign every important route a primary audience, question, evidence need, and action.
- Use customer language, predictable grouping, and clear relationships between services, proof, insights, and contact.
- Map claims to case studies, examples, credentials, process evidence, limitations, and current product facts.
Clarify page jobs
Assign every important route a primary audience, question, evidence need, and action.
Remove sections that do not support that job.
Test information architecture
Use customer language, predictable grouping, and clear relationships between services, proof, insights, and contact.
Check whether users can move forward without repeatedly returning to the homepage.
Inventory evidence
Map claims to case studies, examples, credentials, process evidence, limitations, and current product facts.
Place proof close to the decision it supports.
Trace conversion and measurement
Follow discovery, evaluation, action, qualification, confirmation, and follow-up while checking event quality.
Do not style a CTA before its handoff and owner are defined.
Create a release baseline
Record search visibility, route behavior, conversion events, performance, accessibility, and common inquiries.
Use the baseline to evaluate the new system without attributing every movement to visuals.
- Clarify page jobs
- Test information architecture
- Inventory evidence
- Trace conversion and measurement
- Create a release baseline
