How to Attract & Convert Customers with Smart Website Redesign Goals

If you’re a marketing or business leader, you’re no stranger to setting website redesign goals—or just the challenge of a website redesign (sans the “goal” part). But what if you could do more than make things look better this time—what if you could magically create 10x growth?

You can, but there’s a hitch: without a plan and solid goals for your website redesign, it might only end up as a costly makeover that ends in frustration and disappointment. 

You’ve been around the block, so you know your brand’s online presence is worth investing in.

But with everyone expecting top-notch digital experiences (not to mention the competition breathing down your neck), a botched redesign could mean confused customers, a drop in revenue, and missed opportunities. 

Let’s not do that, okay? 

So here’s the solution: your redesign must tackle specific goals to create predictable results.

Goals like, “I just don’t like how our website looks,” or “Someone in my networking group said we need to switch website platforms” aren’t specific enough.

In other words, they’re ideas to consider but not good enough reasons to redesign your website.

The best place to start a website redesign is with a plan. 

It all begins by changing how you look at the redesign: from a surface-level change to a strategic effort that improves every business function.

In simpler terms, it’s not about how it looks—it’s about how it works.

When you start with a plan and clear goals, you can reverse engineer growth. Once your goals, vision, brand, budget, and team align, your website redesign will create tangible, long-term results.

What are good reasons to redesign a website?

Another way of saying this is “why” are you redesigning your website?

When considering a redesign, you should have a good reason. Often, these reasons coincide with a change or growth in the business that triggers the need for a redesign.

For most marketing managers and business owners looking to redesign their websites, the reason often falls into one or more of these five triggers.   

1. When your brand changes

If you’ve tweaked your brand’s look or message, your website should reflect those changes.

It’s about ensuring your online image matches what you stand for now.

2. When you launch a new product or service

Your website can be a powerful tool for gearing up to introduce something new and exciting.

It can help you spotlight your fresh offerings and get potential customers interested.

3. When it’s been more than two years since your website launch

Think of your website like a car – it needs regular maintenance.

If it’s been more than two years since you last spruced it up, chances are it’s not performing as well as it could.

4. When your industry changes

In the fast-paced business world, industries change.

Your website should keep pace if your industry evolves due to new trends or technology. It’s all about staying relevant.

5. When the business gets bought or sold

When new owners step in, they might have different plans for the business. That often means the website needs a makeover to match the new vision.

In short, consider website redesign as a way to stay current, showcase your latest offerings, and reflect any changes in your business journey.

It’s a strategic initiative to keep your online presence in sync with your evolving goals.

What is your site for?

No matter what you want your website to achieve, remember this: your website is your company’s most crucial tool.

It’s always open, often where customers connect and order from you.

It’s even more valuable than a fancy office, a big sign, or updated vehicle wraps. Your website is all those things all the time.

You might remember when things were different if you’ve been around for a while. But now, especially in the digital age, your website is your most important investment. It’s time to update your thinking to get the most out of it. 

To do that, let’s clarify what your website isn’t.

1. Your website isn’t a digital brochure; it’s an ecommerce platform.

It’s time to let go of the old-style brochure websites.

Remember when customers used to call for price quotes? Those days are long gone, and an essential webpage isn’t enough.

Websites have a new role now. They’re not just about sharing information; they’re a two-way street, which is excellent for you! If you sell products directly or through dealers, your website must be more than just a digital pamphlet.

If you sell things, your website must act like an online store. An online store is where people browse and buy and where you earn money.

This isn’t just a passing trend; it’s a significant change in how people want to buy from you. They want it to be easy and quick. An online shopping experience isn’t just nice—it’s essential!

Turning your website into an online store can be the key to keeping customers and making sales. People who can’t buy from your website might go to your competition instead. So, it’s time to upgrade!

2. Your website isn’t just a pretty face; it’s how customers experience every aspect of your brand.

Looks are important, but your website does way more than look good.

It’s where people find you, talk to you, and buy from you. What we call the “Flywheel,” your website makes your business work in the digital age.

• It’s the primary way people see your brand.
• It’s often the first thing customers see.
• It’s where folks learn about you.
• People use it to talk to you.
• It’s where they shop for your stuff.
• And it does even more!

So, remember, your website is not just about looks.

It’s about making things happen – like transactions, sharing info, engaging customers, and gathering data. To make it work for you, think beyond the visuals. It’s a powerful tool for your whole business.

3. Your website is not an announcement board; it’s a storefront

As a business owner or marketing manager, treating your website like a giant news billboard is tempting.

You might want to shout about your achievements from the mountaintop.

Celebrating your successes is important, but there’s a better way than plastering them all over your website’s front page.

Your website should be more about your customers and what they need. It’s not just a place to brag. 

So, while showcasing your accomplishments is great, remember to keep your website focused on what matters most to your visitors—helping them find what they’re looking for and making it easy for them to do business with you.

Website redesign goals impact more than marketing

When most people think of “website goals,” they immediately think of traffic, leads, and sales.

Those are great goals—in fact, they’re vitally important! But if your website only provides traffic, leads, and sales to your business, you’re missing out on its full potential.

The truth is that your website can improve all business functions, from marketing to HR.

Here’s a short list of the different business functions that your website can impact—and how it affects them.

1. Strategy and Administrative

Your website can be pivotal in shaping your overall business strategy.

It can serve as a platform to communicate your mission, vision, and goals to internal and external stakeholders. 

Internally, it can streamline administrative processes by providing a centralized hub for communication, document sharing, and project management. 

Externally, it can showcase your strategic priorities and initiatives, helping investors, partners, and customers understand your direction and values.

2. Sales and Marketing

This is the more traditional website role, but it remains crucial.

Your website is often the first point of contact for potential customers. It should generate leads and sales and serve as a powerful marketing tool. 

It can also provide valuable content, demonstrate your expertise, and create a positive brand image—and utilizing analytics and user data helps refine marketing strategies and effectively target the right audience.

3. Finance and Human Resources

Your website can streamline financial operations and human resource management.

For example, it can serve as a platform for online billing and payment processing, simplifying financial transactions. 

Regarding HR, it can assist in recruiting talent by showcasing job openings, detailing company culture, and offering an easy application process. Additionally, it can be a resource for existing employees by providing access to essential documents, training materials, and benefits information.

4. Information Technology

From an IT perspective, your website must be secure, scalable, and well-maintained.

It is your organization’s backbone for many digital tools and platforms. 

Properly managing your website ensures it remains a reliable and efficient resource for all other IT-related functions. Regular updates, security measures, and technical maintenance are essential for a smooth operation.

5. Operations and Manufacturing

Even for businesses involved in operations and manufacturing, a website can have a significant impact.

It can be a customer portal for placing orders, tracking shipments, and managing accounts. 

It can also act as a knowledge base, providing technical information, troubleshooting guides, and customer support resources. Your website can improve efficiency and customer satisfaction in these operational areas by offering self-service options.

How to set goals for your website redesign

There are many approaches to setting goals for your website redesign.

While many of them are helpful, at Structure, we’ve found that using your Customer Journey as a guide is most beneficial.

Planning based on your customer journey is the most natural and logical way to think critically about the goals you need your website to accomplish for your customers and your business.

Here’s how to go about it:

1. Start with the End – What Do You Want Your Customers to Do?

It’s crucial to clarify your primary objective.

Consider what final action you want your website visitors (customers) to take on your website. Let’s call this your “ultimate goal.”

This ultimate goal can include:

• Buy a Product: If you’re an e-commerce business, your goal may be to increase product sales directly through your website.
  
• Request a Quote: Obtaining quote requests from potential clients can be crucial for service-based industries.
  
• Schedule a Call: If your business relies on consultations or appointments, encouraging visitors to schedule a call or meeting is essential.
  
• Consume Content: Some websites aim to provide valuable content, so the goal might be to increase content consumption, such as blog post views or video watching.
  
• Visit a Location: If you have physical locations, guiding visitors to find and visit those locations can be a goal.
  
• Share Content/Product: Social sharing and referrals can be important for spreading the word about your products or content.
  
• Donate: Non-profit organizations often aim to increase donations through their websites.
  
• Register for an Event: Encouraging registrations is a goal if you host events or webinars.
  
• Other: Depending on your unique business model, there may be other specific actions you want visitors to take.

2. Know Where It Starts – How Do Customers Find Your Website?

Next, you need to understand how customers find your website.

Think of this like a map’s “you are here” arrow. 

Consider the various possible entry points:

• Paid Search: Do visitors visit your site through paid search campaigns on search engines like Google?
  
• Paid Ads: Are online advertisements, such as display or social media ads, driving traffic?
  
• Blog Posts: Is your blog a significant traffic source, attracting users through organic search or referrals?
  
• Podcast: If you run a podcast, are listeners coming to your site through podcast-related content?
  
• Referral Marketing – Influencer/Affiliate: Are influencers or affiliates driving visitors to your site?

Now, you know where you are and where you want to go. All that’s left to do is fill in the gaps.

3. Steps Along the Way – What’s the Next Action?

Once visitors arrive at your website, consider the steps they need to take to fulfill your ultimate goal.

This may involve navigating various pages, interacting with specific elements, or filling out forms. 

Pro tip: using the AIDA Framework for this step is helpful. 

Use the AIDA framework to document action steps

The AIDA framework is a widely used marketing and advertising model that outlines a potential customer’s stages when interacting with a product or service.

AIDA stands for:

Attention 

This is the stage where you grab the audience’s attention.

You must create awareness and pique their interest in your product or service.

This can be achieved through compelling headlines, eye-catching visuals, or engaging content.

Interest 

Once you have their attention, you must generate interest in your offering.

This stage involves providing more information about the product or service, highlighting its features and benefits, and addressing the audience’s needs or pain points.

Desire 

You aim to create a strong desire or craving for your product or service at this stage.

This is often achieved by showcasing how it can fulfill the audience’s desires, solve their problems, or improve their lives.

Customer testimonials, reviews, and success stories can be powerful tools in building desire.

Action 

The ultimate goal of the AIDA framework is to prompt the audience to take action.

This action could be purchasing, requesting more information, signing up for a newsletter, or any other desired outcome.

Clear and compelling calls to action (CTAs) facilitate movement.

At each stage, ask yourself two questions

At each action stage in the AIDA framework, you need to ask yourself the following:

1. What content is needed to communicate value at this action step?
   
2. What is the following action step our customers need to take to proceed toward the ultimate goal?

Take the time to document each action step at each stage in the AIDA framework. I know this sounds like a lot of work. And it is, but it’s how you set great goals for your website.

3. Set SMART website redesign Goals

Now that you have full context and aren’t shooting in the dark, it’s time to determine your website redesign goals.

Do this in two steps.

1. Benchmark your current metrics so you can measure success

As you set goals, it’s essential to understand where you currently stand.

That way, you can measure success. This involves conducting a comprehensive assessment of your website’s existing performance metrics. These metrics may include:

• Website Traffic: Analyze the volume of visitors to your site. This includes overall traffic and specific traffic sources, such as organic search, social media, or paid advertising.
  
• Conversion Rates: Examine how effectively your website converts visitors into customers or achieves other desired actions. This might involve tracking form submissions, purchases, or sign-ups.
  
• Bounce Rates: Assess how many visitors leave your website shortly after arriving. High bounce rates can indicate issues with user experience or content relevance.
  
• Average Session Duration: Measure how long users typically spend on your website. Longer sessions can indicate engagement and interest.
  
• Page Load Times: Page speed is crucial for user experience and SEO. Evaluate how quickly your pages load and identify any slow-loading elements.
  
• Traffic Sources: Understand where your website traffic is coming from. Are visitors finding you through search engines, referrals, social media, or other channels?
  
• Keyword Rankings: If SEO is a focus, track the rankings of important keywords to assess your visibility in search engine results.
  
• Conversion Funnel Metrics: If applicable, analyze users’ steps from initial interaction to conversion. Identify drop-off points in the funnel.

Benchmarking these metrics provides a baseline for assessing the impact of your website redesign. It allows you to identify areas that need improvement and sets the stage for defining specific goals.

2. Set SMART goals so you know you’ve succeeded

As an intelligent leader, SMART goals may already be second nature to you.

If so, great! You can skip down to the bullet points below.

However, if you’re new to SMART goals, SMART is an acronym for Specific, Measurable, Achievable, Relevant, and Time-Bound.

Setting SMART goals is crucial in ensuring your website redesign project is well-defined and aligned with your business objectives. Here’s a breakdown of each element:

• Specific: Goals should be clear and precise. Avoid vague objectives and instead articulate precisely what you want to achieve. For example, instead of a broad goal like “increase website traffic,” a specific goal might be “increase organic website traffic by 20% in the next six months.”
  
• Measurable: Goals should be quantifiable. You need to be able to measure progress and determine when you’ve achieved the goal. This might involve using metrics like percentages, numbers, or other quantifiable units.
  
• Achievable: Goals should be realistic and attainable. While it’s good to aim high, setting unattainable goals can lead to frustration. Consider your available resources, constraints, and historical performance when setting goals.
  
• Relevant: Goals should be relevant to your business objectives and the overall mission of your website. Ensure that achieving the goal contributes meaningfully to your organization’s success.
  
• Time-Bound: Goals should have a clear time frame or deadline. This creates a sense of urgency and helps with project planning. For example, “increase newsletter sign-ups by 15% within three months.”

By setting SMART goals, you’ll have clear targets that guide decision-making, resource allocation, and progress tracking throughout the redesign process. 

3 website redesign goals you should focus on in 2024

So, you’re probably wondering about the critical goals for your website redesign in 2024.

Well, the thing is, your website goals should always sync up with what your company aims to achieve, what’s happening in your industry, and what your audience expects.

Now, let’s dive into the top three website goals that should be on your radar for 2024:

1. Mobile and performance optimization

This one’s been around for a while but is more critical than ever.

Why? Because the number of folks using smartphones and tablets to access websites keeps increasing. So, having a website that looks great and works smoothly on mobile devices is non-negotiable, regardless of your industry or what you offer.

It’s all about delivering a top-notch customer experience.

Let’s say you run an online health supplement retail store.

Mobile optimization ensures customers can effortlessly browse and shop for supplements using smartphones while waiting for a bus or during lunch breaks. Fast-loading pages and a smooth checkout process enhance the user experience, leading to more completed purchases.

Optimizing for mobile and performance doesn’t just meet user expectations; it’s a competitive advantage.

It reduces bounce rates, increases user engagement, improves SEO rankings, and leads to higher conversions and customer satisfaction.

2. Create human, original content

You’ve probably noticed that artificial intelligence (AI) is making waves in our world.

It’s everywhere, and with it comes a flood of generic, machine-generated content taking over the internet. The thing is, some of your competitors might be going all-in on this robotic content, and it can make your customers feel, well, a little weird.

But here’s the exciting part: amidst this AI revolution, you have a golden opportunity.

It’s all about staying human in this increasingly artificial landscape. That means finding genuine ways to connect with your customers, to make them feel heard and valued, and to provide an authentic experience that stands out in a sea of automated content.

If you manage a healthcare blog, original content might include in-depth articles written by medical experts, real patient stories, and interviews with healthcare professionals.

This content provides valuable information and establishes your site as a trusted and credible resource in the industry.

Human, original content builds trust, loyalty, and brand authenticity.

It also helps with rankings, as search engines prefer unique and valuable content. Moreover, it creates a lasting impression on your audience, making them more likely to engage with and advocate for your brand.

3. Personalization

Your customers want your website to understand their needs and preferences.

It’s almost like having a friendly, knowledgeable guide. 

Personalization is not just a trend; it’s becoming a standard for successful websites. It’s about showing your customers that you truly know them and care about their journey on your site.

Let’s say you run an e-commerce website selling outdoor gear. Through personalization, you can show hiking enthusiasts content related to their interests, recommend hiking equipment based on past purchases, and even alert them to nearby local hiking events or trails.

This not only enhances their user experience but also drives more targeted sales. In 2024, personalization is the key to making each visitor feel like your website was tailor-made just for them.

In this way, personalization can significantly impact your bottom line. It improves user engagement, increases conversion rates, and boosts customer retention. When customers feel understood and catered to, they’re more likely to stay, purchase, and become loyal advocates for your brand.

10 more website redesign goals to consider for 2024

Your company can have one or various goals for their websites, depending on their industry, target audience, and overall business objectives. 

I intend for these examples below to inspire your planning and illustrate how specific website redesign goals can impact your business, from growth and revenue to reputation and community-building.

1. Brand Awareness

• Goal: Elevate your brand’s online presence.
  
• Why: A website revamp can boost your brand’s online visibility, making it easier for potential customers to find and recognize your business.
  
• Example: After a website redesign, your Consulting company’s improved branding and content strategy resulted in a 30% increase in organic search traffic.

2. Lead Generation

• Goal: Capture more high-quality leads.
  
• Why: A redesigned website with optimized lead generation forms can increase your pool of potential customers, providing your sales and marketing teams with valuable prospects.
  
• Example: Your Software Company’s website redesign led to a 25% rise in lead conversions, thanks to strategically placed lead capture forms and compelling content offers.

3. Sales and E-commerce

• Goal: Drive more online sales.
  
• Why: An e-commerce website overhaul can enhance the online shopping experience, increasing revenue through more successful online transactions.
  
• Example: Your E-Commerce company saw a 40% surge in online sales within six months of the website redesign, thanks to a user-friendly interface and a streamlined checkout process.

4. Educational Content

• Goal: Establish your company as an industry authority.
  
• Why: By showcasing thought leadership content such as insightful blogs, whitepapers, and webinars on your website, you can position your brand as a trusted industry expert.
  
• Example: Your Coaching company website redesign featured comprehensive blog and industry reports and solidified your position as a thought leader, resulting in a 50% increase in event speaking invitations. Hooray!

5. Information Dissemination

• Goal: Keep stakeholders informed with timely updates.
  
• Why: A well-designed information hub on your website ensures that clients, partners, and stakeholders stay informed, fostering transparency and trust.
  
• Example: Your Private Equity Firm’s revamped website included a dedicated news section that saw a 20% increase in media coverage and positive public perception.

6. User Engagement

• Goal: Foster a vibrant online community.
  
• Why: Websites encouraging user engagement through interactive content, discussions, and social sharing features create a loyal and active customer community.
  
• Example: Your Travel Company’s website redesign included a forum for travel enthusiasts, resulting in a 15% increase in user-generated content and user retention.

7. Customer Support

• Goal: Provide efficient customer support.
  
• Why: Redesigned customer support sections with FAQs, live chat, and knowledge bases to reduce support ticket volume and enhance overall customer satisfaction.
  
• Example: Your EdTech Company’s website redesign, featuring a simple help center, led to a 30% reduction in support tickets and faster issue resolution.

8. Event Promotion

• Goal: Promote events effectively.
  
• Why: Event-focused website enhancements ensure potential attendees can easily access event details, boosting registrations and attendance.
  
• Example: Your Non-Profit website redesign included a user-friendly event calendar and registration system, resulting in a sold-out conference within weeks.

9. Portfolio Showcase

• Goal: Showcase your company’s standout work.
  
• Why: A portfolio-rich website builds trust with potential clients by showcasing your track record of successful projects.
  
• Example: Your redesigned Real Estate website highlighted case studies, resulting in a 40% increase in inquiries from high-profile clients.

10. Recruitment and Careers

• Goal: Attract top talent and showcase company culture.
  
• Why: A revamped career page attracts skilled job seekers and provides insights into your organization’s values and work environment.
  
• Example: Your Manufacturing Company career page redesign featuring employee testimonials led to a 35% increase in applications from top-tier candidates.

These are just a few examples of the diverse range of website goals that companies might have. Each goal is tailored to the company’s needs, target audience, and overall business strategy.

Common questions about setting website redesign goals

​​What is a website redesign goal?

Website goals are the specific things your website aims to do. 

Why are website goals important? Well, they give you a roadmap for how your website should look, what content it should have, and how you market it online. 

These goals can be diverse for marketing managers and business leaders like you. It could be about getting your brand out there, attracting potential customers, boosting sales, sharing valuable info, getting folks engaged, or achieving specific business targets like making more money or gaining more customers.

But here’s the kicker: keeping an eye on these goals is crucial. It’s how you measure if your website is doing its job and contributing to your overall success. 

So, in a nutshell, website goals are the key to a successful website redesign.

What is an example of a SMART goal for a website redesign?

In summary, a SMART goal focuses on a specific aspect of website performance (organic traffic), is measurable, achievable, relevant to the organization, and has a defined time frame for completion.

It provides a clear and actionable target for website improvement.

Here’s an example of a common SMART goal for a website:

• Specific: Increase organic website traffic by 20% over six months.
  
• Measurable: This goal is measurable because you can track website traffic using tools like Google Analytics. You can quickly determine whether you’ve achieved a 20% increase in traffic.
  
• Achievable: The goal is realistic and possible based on historical data and industry benchmarks. A 20% increase in organic traffic is challenging but feasible with the right strategies.
  
• Relevant: Increasing website traffic aligns with the organization’s broader marketing and business objectives. It’s appropriate to expand the online presence and attract potential customers.
  
• Time-Bound: The goal has a specific timeframe of six months, providing a clear deadline for achieving the 20% increase in organic traffic.

Many companies are looking to increase web traffic. Maybe you want to steal this SMART goal for your website! 

How do you measure the success of a website redesign?

This is a fantastic question.

Most results will give you a list of generic performance indicators to evaluate your website redesign performance. Or, someone will tell you it’s based on how you feel it looks at the end of the project.

Throw out that generic list and pretty brand. Instead, create SMART goals for your website redesign. SMART goals are measurable, so your success metrics are already built in. That’s it! 

Measure the success of your website redesign based on how you achieve your goals.

What should be included in a website redesign?

Goals! That’s always a great starting point.

However, it can be tough to pull goals out of thin air.

That’s why we recommend using your unique customer’s buying journey as an easy way to walk through everything that your website must do well to make a sale.

We call this “creating a customer.”

Therefore, your website redesign should include everything necessary to create a customer (and keep them around). Often, this runs the gamut from blog posts to a help center—and everything in between.

What is the main goal of a website redesign?

Great question! Some would say: “sales.” Others would say, “lead generation.”

They’re both right! And you’ll talk to plenty of folks who will say the main goal of a website is “to look impressive.”

Ultimately, every website exists to help a company produce a profit. So, in short, that’s the point. However, other goals are often at play, tailored to the unique needs and objectives of the company it represents. 

What’s important is that you take the time to define clear and measurable goals for your website to ensure that it effectively serves its intended purpose—whatever that may be!

What are the best tools and resources for setting website redesign goals?

Setting website redesign goals requires careful planning and consideration of various factors.

While there are many tools available to help you with different aspects of goal-setting and website redesign, here are some of the best tools and resources:

1. Google Analytics: It almost goes without saying, but Google Analytics is essential for benchmarking your website performance. It provides insights into your website’s traffic, user behavior, and conversion rates, helping you identify improvement areas.
   
2. Google Search Console: This tool helps you monitor your website’s presence in Google search results. It provides data on how your site appears in searches, which keywords drive traffic, and any issues affecting your site’s visibility.
   
3. Heatmap and User Recording Tools: We use Hotjar to provide heatmaps and session recordings that visualize user interactions on the websites we manage. This often helps identify areas of interest and pain points our website visitors are experiencing.
   
4. SEO Tools: Our favorite SEO platform is Ahrefs. It can assist in keyword research, competitive analysis, and SEO performance tracking. Setting SEO-related goals is crucial for website redesign. Note there are many great options with different price points and features like Moz, SEMrush, and Ubersuggest.
   
5. User Survey and Feedback Tools: It’s worth getting feedback from your website users with a pay-per-test tool like Userfeel. This economic feedback loop can provide valuable insights into user preferences and issues.
   
6. Website Performance Monitoring: We use PageSpeed Insights daily to look under the hood at a website’s performance, including page load times and uptime. Ensuring your website loads quickly is essential for user satisfaction and is a goal worth considering.
   
7. Customer Relationship Management (CRM) Systems: CRM platforms like Salesforce or HubSpot can help you set and track goals related to customer engagement, lead generation, and sales.
   
8. Competitor Analysis Tools: Tools like SimilarWeb can help you analyze competitor websites to identify areas for improvement and set competitive goals.
   
9. User Persona and Journey Mapping Tools: Tools like Whimsical can make creating user personas easy and mapping out the customer journey, which is crucial for setting user-centric goals. If you’re savvy and want to take your website planning a step further, check out Slickplan.

As with all tools, there are dozens to choose from. We recommend selecting tools that align with your website redesign goals and requirements. A combination of any of these tools can help you plan, execute, and measure the success of your website redesign project effectively.