Stop Redesigning. Start Optimizing.

Every few months, someone reaches out wanting a "complete website redesign." Often, what they actually need is targeted optimization.

The Redesign Trap

Full redesigns are:

• **Expensive**: 3-10x the cost of optimization
• **Time-consuming**: Months instead of weeks
• **Risky**: You might lose what was working

When to Optimize Instead

Your Analytics Tell a Story

If certain pages perform well while others don't, you don't need a redesign - you need to understand what's working and apply those patterns.

Your Brand is Still Relevant

If your visual identity still represents your business, keep it. Update the UX, improve performance, but preserve brand equity.

You Have Traffic But Low Conversion

This screams optimization, not redesign. The issue is likely:

• Unclear value proposition
• Friction in the conversion flow
• Trust signals missing
• Technical performance issues

The Optimization Framework

1. Audit

Use analytics to identify problem areas. Look for:

• High bounce rate pages
• Drop-off points in funnels
• Slow-loading pages

2. Prioritize

Focus on high-impact, low-effort changes first. Usually:

• Above-the-fold content
• CTAs and forms
• Page speed

3. Test

Make one change at a time. Measure impact. Iterate.

4. Document

Keep track of what works for future reference.

When You Actually Need a Redesign

• Complete rebrand
• Fundamental business pivot
• Technical debt making optimization impossible
• Site is more than 5 years old

The Bottom Line

Before committing to a redesign, ask: "Can we achieve our goals by optimizing what we have?" Often, the answer is yes - and you'll get results faster.