About 10 years ago, I was pulled into a project to play a type of 鈥渕edia MacGyver鈥� after a well-known consumer brand was off-track in relaunching their consumer-facing website. Mired in internal conflict over their navigation and facing a deep vault of outdated content, it was clear they needed an editorial version of a Swiss Army knife to get the redesign back on the rails.
The team behind the redesign project was a talented group of well-intentioned editors and publishers, but they鈥檇 fallen victim to the very pitfalls I鈥檝e seen countless teams make over the years.
When embarking on a website redesign, even experienced groups can make seemingly innocuous decisions that can jeopardize the success of the project. Based on decades of experience and case studies, I鈥檝e compiled key lessons to help you avoid these costly mistakes and ensure your redesign is successful.
1. Your navigation shouldn鈥檛 mirror your company鈥檚 organizational chart.
Designing site navigation based on internal company structure, rather than the user鈥檚 experience, is a misstep that even some of the world鈥檚 biggest brands make. When navigation aligns with the org chart, it forces users to sift through irrelevant content, creating unnecessary friction and reducing engagement.
So, what does this look like? In an extensive redesign for a global publishing company, Brightspot's creative team strategically restructured the site navigation to prioritize user personas over internal organizational divisions. This involved streamlining the menu into intuitive, user-centered categories such as "Explore," "Trending" and "Resources," aligning with distinct user journeys. As a result, the company saw a 35% increase in pageviews and a nearly 20% reduction in bounce rates, significantly enhancing overall user engagement.
2. Don鈥檛 be afraid to delete content.
As websites grow, so does the accumulation of content鈥攎uch of it outdated or irrelevant. This content debt can, at best, turn off your audience or even expose your brand to reputational damages. A redesign is a perfect opportunity to clean house, but many teams overlook this crucial step, leaving content bloat that affects site performance and SEO.
During a redesign for a major media organization, Brightspot conducted a full content audit that identified 40% of the content as outdated or redundant. The team recommended consolidating this content into new, higher-value pieces. This effort improved site load times and raised their SEO ranking by focusing on the most relevant, up-to-date material.
3. Metadata, promos and alt text must not be afterthoughts.
While visual design and content creation are often the focus of redesigns, SEO elements like metadata, promotional content and alt text are often overlooked. These elements are vital for search engine optimization and user accessibility, both of which impact content discoverability.
For an international news site, Brightspot鈥檚 team integrated a robust SEO strategy from the outset of the redesign, optimizing metadata, alt text and internal promos. As a result, organic search traffic increased by 60% within six months of the relaunch. This also ensured that the content was accessible, improving user experience for visitors with disabilities.
4. Don鈥檛 let aesthetics get in the way of usability.
Overemphasizing aesthetics can undermine the user experience. While visual appeal matters, functionality must come first. If users struggle to navigate the site or find what they need, they鈥檒l abandon it 鈥� regardless of how beautiful the design is.
When Brightspot worked with a luxury brand to redesign its website, the challenge was to balance sleek, high-end visuals and streamlined usability. By prioritizing intuitive navigation and fast-loading pages, the brand not only retained its visual allure but also saw a 45% increase in mobile traffic and a 30% boost in session duration after the redesign.
5. Treat your content as the business asset it is.
Viewing content as a mere expense rather than a business driver leads to underinvestment in content creation, governance and strategy. Effective content drives SEO, customer engagement and conversion, making it one of the most valuable assets of any digital business.
When working with a global sports organization on their global network of websites, Brightspot helped implement a content governance process that ensured content was always current and aligned with user interests. By investing in structured content workflows and continuous updates, the organization saw a 20% increase in repeat visits and higher engagement during peak events.
Key takeaways from Brightspot鈥檚 experts
- Build your navigation with your core users in mind: Avoid focusing your navigation around the way your company is organized.
- Audit your site content regularly: A commitment to content reviews and updates will help content do more for your site 鈥� and save your brand from reputational hits that dated content can cause.
- Make SEO the first step in your content workflow: Prioritize technical SEO elements like metadata, alt text and internal linking from the start to ensure your content is discoverable.
- Prioritize usability over aesthetics: Your website should be beautiful and entertaining but not at the expense of usability. Make functionality 鈥� navigation, pathing, CTAs 鈥� your top priority.
- Invest in the right content workflow: An always-on content plan, coupled with a commitment to content governance, helps maintain relevance and capture traffic from trending search terms, and leads to optimized business outcomes.
Following these expert tips and leveraging real-world case study insights can help you avoid the most common pitfalls in website redesign. Your end result will be a site that鈥檚 not only visually appealing but also optimized for performance, engagement and business growth 鈥� no Swiss Army knife needed.
