Guide to Successful Website Redesign: Dos and Dont's

Your website's conversion rate has dropped by 23% in the last quarter. Your competitors keep launching sleek new interfaces. And your support team can't stop forwarding frustrated user feedback about your site navigation. You don’t want to be in this situation!

The SaaS landscape has exploded, with over 9,100 companies in the U.S. alone serving 15 billion customers worldwide. Yet, despite the social media revolution, websites remain the primary trust signal for SaaS buyers. 

Think about it - your website needs to convince first-time visitors to trust you with their business processes and data. That's a tall order for outdated design and clunky user flows.

If your metrics are trending down and user complaints are piling up, you need to seriously consider a complete website redesign. 

Assuming you’ve already chalked out your project plan and cost allocation, it’s time to focus on execution. In this guide, we’ll laser-focus on the dos and don’ts of creating a website redesign that drives conversions and growth.

We will kickstart our discussion by addressing the most critical question first:

Why Most SaaS Website Redesigns Fail 

Most website redesigns crash and burn for a deceptively simple reason: teams rush to fix the symptoms without diagnosing the disease. If you are not seeing any measurable improvement in core metrics after several months of redesign launch, something ain’t right. 

This could be a result of the deadly mix of misaligned objectives, gut-based decisions, and the "shiny object syndrome (SOS)”, where teams chase trendy designs without solid data backing. 

You'll see companies dump their entire marketing budget into flashy interfaces while their underlying conversion blockers remain untouched. 

Adding to this mess is the classic disconnect between design, marketing, and sales teams - each pushing their agenda without a unified strategy.

In addition to the above, some projects fall apart due to inadequate testing or failure to measure performance post-launch. These pitfalls not only waste resources but also risk alienating potential customers.

Alright, now let’s talk about solutions. We’ve put together a super practical checklist of website redesign dos and don’ts to make the process smoother for you. This guide will help you sidestep common mistakes and get the most out of your redesign. 

For your ease of understanding, we’ve divided this guide into five key sections. Each one focuses on a critical aspect of website redesign—from user experience to technical performance—so you can complete the process step by step with clarity and confidence. 

User Experience & Navigation

User experience (UX) is the very foundation of every website redesign. It takes only 50-500 milliseconds to make a good first impression. That's an incredibly short time to capture or lose a potential customer. 

Websites that manage to grab attention within split seconds have two things in common - smooth UX and frictionless navigation. Here's what to do and avoid while building your SaaS website's UX framework.

Do:

• Clear Value Proposition Above the Fold: Immediately communicate what your product does and why it matters. Visitors shouldn’t have to scroll to understand the core offering.
• Logical User Flow Based on Buyer Journey: Design your site to guide users step by step toward conversion, from awareness to decision-making.
• Simple, Intuitive Menu Structure: Keep menus easy to navigate with straightforward labels. Use drop-downs sparingly and only where necessary.
• Smart Use of White Space and Visual Hierarchy: Avoid clutter by using white space to highlight key elements. Ensure headings, buttons, and visuals guide the user’s eyes naturally.

Don’t:

• Go Overboard With the Feature Lists: Don’t dump every feature into long, overwhelming lists. Focus on the core benefits that matter most to your target users. Save the detailed specs for dedicated product pages.
• Hide Pricing Information: Tactfully hidden or/and jumbled up pricing structure is the fastest way to lose trust. Be transparent about your costs and pricing structure - it shows confidence in your value proposition.
• Slow Down Page Speed With Complex Animations: They do look cool in demos but frustrate real users trying to get things done. Every animated element should serve a clear purpose.
• Force Users Through Unnecessary Steps: Remove all unnecessary form fields, clicks, or pages between your visitor and their goal. Every extra step costs you conversions.

While UX and navigation form the backbone of your redesign, they're only part of the equation. Your content strategy can make or break user engagement. Let's explore how to craft messaging that resonates with SaaS buyers and drives conversions.

Content & Messaging

Your design might catch their eye, but your content seals the deal. Modern SaaS buyers are sophisticated and pressed for time. They need clear, compelling information that helps them make decisions fast. 

Here’s a quick lowdown of content and messaging best practices during a website redesign:

Do:

• Write Benefit-Focused Headlines: Lead with what users gain. For example, instead of “Our SaaS Solution Features Advanced Analytics,” write “Get Real-Time Insights to Drive Better Decisions.”
• Show Social Proof Strategically: Add testimonials, case studies, or user stats where they’re most relevant, like near CTAs or pricing sections.
• Use Clear Calls-to-Action: Make CTAs actionable and direct. Avoid vague phrases like “Learn More” and opt for “Start Your Free Trial Today.”
• Create Scannable Content Blocks: Use subheadings, bullet points, and short paragraphs to make information easy to digest.

Don’t:

• Use Jargon or Buzzwords: Your audience wants clarity, not corporate-speak. Stick to simple, relatable language.
• Bury Key Information: If something is important—like pricing or product benefits—place it front and center.
• Write Long, Dense Paragraphs: Break up text for readability. Nobody wants to tackle a wall of words.
• Mix Messaging Across Pages: Maintain consistent tone and messaging throughout the site to avoid confusing users.

Great content is only as effective as the platform it’s delivered on. That’s why the next step is making sure your website performs at its peak on the technical front.

Technical Performance

The smoothest design means nothing if your site crawls or crashes. Technical performance directly impacts user experience, search rankings, and ultimately, your bottom line. Here's how to build a foundation that scales.

Do:

• Rev up Page Load Speed: Make page speed your top priority. Optimize images, leverage caching, and reduce HTTP requests. Every 100ms delay in load time can cost you 1% in revenue, reveals Amazon. 
• Ensure Mobile Responsiveness: Build responsive layouts that work flawlessly across devices. Test thoroughly on real mobile devices, not just simulators. Mobile users have even less patience for poor performance.
• Set Up Proper Tracking: Set up comprehensive tracking before launch. Configure analytics to measure key user flows and conversion points. You can't improve what you don't measure.
• Plan for Scalability: Design your infrastructure to handle growth. Plan for traffic spikes, increasing user data, and future feature additions. Building in scalability now saves headaches later.

Don’t:

• Ignore SEO Requirements: Maintain your URL structure, set up proper redirects, and preserve your metadata. Technical SEO issues can tank your rankings.
• Skip Cross-Browser Testing: Even small rendering differences can disrupt the critical functionality of your website. Pay special attention to forms and interactive elements.
• Compromise Security Measures: Implement proper SSL, data encryption, and access controls from day one. Security breaches destroy trust permanently.
• Launch Without Backups: Always have a reliable backup in place to recover your site quickly in case of a mishap.

A technically sound website needs equally strong visual elements to deliver its message. Your design choices directly impact how users perceive and interact with your SaaS product. Here's how to create visuals that enhance rather than hinder the user experience.

Design & Visual Elements

The definition of quality web design transcends aesthetics. It’s a visual expression of your brand and how users interact with your site. A consistent, functional design builds trust, improves usability, and drives engagement. 

The right choices can elevate your website, while poor design can leave users frustrated and confused. Here’s what to do and avoid for impactful visuals.

Do:

• Maintain Brand Consistency: Keep your visual elements consistent with your brand guidelines. From color schemes to typography, every element should reinforce your brand identity and build recognition.
• Rely on Data Instead of Hunch: Base design decisions on user behavior data and testing results. What works for others might not work for your audience - track how design changes impact key metrics.
• Create Visual Hierarchy: Guide users through your content with thoughtful hierarchy. Use size, color, and spacing to highlight important elements and create natural reading patterns.
• Design for Accessibility: Design for users of all abilities. Consider color contrast, text size, and keyboard navigation. Accessibility isn't just good practice - it's good business.

Don’t:

• Originality Over Imitation: Resist the urge to copy your competitors' designs. What works for them might not align with your users' needs or your brand identity.
• Space Is Your Friend: Don't cram every pixel with content. Overcrowded pages overwhelm users and dilute your message. Give elements room to breathe.
• Design Consistency Counts: Avoid mixing different design styles or conflicting visual elements. Inconsistency creates cognitive load and erodes trust.
• Beauty vs. Usability: Never sacrifice functionality for aesthetics. Beautiful but confusing interfaces drive users away. Focus on designs that serve a purpose.

Even the most carefully planned redesign needs validation. The final phase of your project could make the difference between success and failure. So, before you go live, follow these critical steps to ensure a smooth rollout:

Testing & Launch

The final stage of your website redesign is where all the pieces come together. Testing and launch preparation are vital to avoid errors that could disrupt the user experience or hurt performance. 

A hiccup-free launch can set the tone for success while skipping critical steps can lead to frustration and costly fixes.

Do:

• A/B Test Everything: Run comprehensive A/B tests on key pages and elements. Test everything from headlines to button colors - but one change at a time.
• Gather User Feedback: Collect feedback from actual users before, during, and after the redesign. Their insights often reveal issues that internal teams miss.
• Plan Content Migration: Map out a detailed plan for migrating existing content. Preserve SEO value while updating formats and structures for the new design.
• Create a Rollback Plan: Develop a comprehensive rollback plan before launch day. Include database backups, file systems, and configuration settings.

Don’t:

• Skip QA Testing: Check for bugs, broken links, and compatibility issues. Neglecting quality assurance can lead to a poor first impression.
• Launch All Changes at Once: Roll out updates in phases to minimize risks and make troubleshooting easier.
• Ignore Analytics Setup: Properly configure tracking tools like Google Analytics to monitor performance from day one.
• Rush the Timeline: Take your time to ensure everything is perfect. Don't rush the timeline to meet arbitrary deadlines. A properly tested launch is only going to save you time and resources in the long run.

Note: A website redesign is an iterative process. Keep testing, learning, and fine-tuning the web pages based on user feedback and performance data. And if you are planning on outsourcing the entire process to an agency that understands SaaS businesses inside out, think Beetle Beetle. 

Give Your SaaS Website a Transformative Makeover With Beetle Beetle

A successful SaaS website redesign requires careful planning, execution, and measurement. By following these guidelines and staying focused on user needs, you'll create a website that not only looks great but delivers real business results. 

However, a website redesign is a delicate craft that requires significant strategic planning, creative expertise, and developmental resources. 

Getting it right means balancing aesthetics with functionality, user experience with technical performance, and brand identity with conversion optimization.

At Beetle Beetle, we use Webflow for our website revamp projects. Within just 4-12 weeks, we can transform your existing website into a conversion-focused platform with fully customized designs and narrative-led user experiences. 

Our process begins with thorough market research and competitor analysis to identify your unique positioning opportunities. Our team will sit down with your internal team to understand your goals, challenges, and target audience personas. 

Plus, we will conduct our own user research to validate assumptions and uncover hidden opportunities. Moreover, we also offer B2B website copywriting services as a part of our complete website revamp plan. Not sure if we are the right fit for your project?

Book a demo call today to discuss your requirements.