Quick Summary
Are you thinking about a website redesign for lead generation? A full overhaul isn’t always the answer. This guide introduces a 3-part rating system to assess your site: Navigation (C), Confidence (B), and Attracts/Converts (A). Learn when small updates are enough and when a full redesign makes sense. Plus, explore tools like GTMetrix and Hotjar to track performance. With the right approach, your website can become a powerful lead-generating machine—no guesswork is required.
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Hello my friend,
Your friend just bought a new dress. It’s loud and tacky, but she loves it. She’s twirling, smiling—maybe today, she’ll finally have the confidence to talk to her crush. Then she asks you the dreaded question: “Do you like it?”
Marketers face this too. What do you say when your new employer or client wants your opinion on their brand or website? Like the dress, maybe it’s ugly. But if it gets the job done, does it need a complete overhaul? Let’s get into it.
Question of the Week
“How do I know if my website needs a redesign? I really want to get more leads and new business, so can I start marketing now and redesign the website later? Or will a redesign help me stand out and be more successful? What should I prioritize?”
– Anonymous
It’s true that a well-designed website sets your marketing up for success. But a redesign project is a big time and financial commitment.
Ultimately, your website doesn’t need to be the most beautiful thing the interweb has seen.
It just needs to work.
But what does that mean?
To answer this, I like to judge websites using a 3-part rating system. It makes a prickly conversation more objective.
Navigation (C Rating)
Your website must be fast, mobile-friendly, and easy to navigate. This is a non-negotiable. Simple websites are fine. But if it’s clunky, confusing, or technologically outdated? I give it a C rating and vote for a redesign.
To measure this, use tools like:
- GTMetrix (speed)
- Google PageSpeed Insights (mobile-friendliness)
- Hotjar (usability)
… and aim for a score of 80.
Confidence (B Rating)
I’d guess most of you are here. And it’s a pretty good place to be.
Say someone sees you on social media, gets referred, or receives your RFP. Their next step? Check your website to see if you’re legitimate.
Let’s be honest. No one is going to sign you a cheque for $10k after seeing your website alone. However, a B-rated website should positively influence the sales deal.
Here are some examples:
- If someone positively references your website on a sales call, that’s a good sign. It inspired confidence.
- “I read through one of your projects and could relate.”
- “I saw you were featured in the media and was impressed.”
- “I like the way you laid out your services. It was clear.”
- “I saw your team photos. You seem like good people.”
- If you include website links in your sales emails, that’s also a good sign. That means you are proud of it.
It’s difficult to know if you need an update or a full redesign at this stage. Sometimes, small tweaks like updating photos or a few pages can make a big impact. But if you’re updating over half the site, you might be better off investing in a full redesign so everything feels cohesive.
Attracts and Converts (A Rating)
The best-performing websites do all of the above and more: independently attract strangers and convert them into inquiries.
At this stage, you likely don’t need a full-blown redesign. Instead, focus on making small but impactful changes like refining headlines, testing calls-to-action, and tweaking forms to increase conversions.
So my friend, what score would you give your website?
Until next Thursday,
Daniela
CEO at Findable Digital Marketing
P.S. Speaking of websites, did you know our 30-Day Program includes a custom audit of your website? Learn more here or book a call.
