--- title: "Website Redesign Checklist for B2B: Before, During, After" description: "Use this website redesign checklist to plan a B2B redesign: set goals, audit the site, plan content, map redirects, test, launch and review in eight steps." image: https://www.finemediabw.com/hubfs/Blog/Website%20Growth/Consideration/Website%20Redesign%20Checklist%20-%20What%20to%20Do%20Before,%20During%20and%20After%20a%20B2B%20Redesign/website-redesign-checklist-share-1200x630.png --- [![Fine\_Media\_logo\_Set\_HubSpot Website Logo Stacked](https://www.finemediabw.com/hubfs/Fine_Media_logo_Set_HubSpot%20Website%20Logo%20Stacked.svg "Fine_Media_logo_Set_HubSpot Website Logo Stacked")](https://www.finemediabw.com/) - Solutions - [Inbound Marketing](https://www.finemediabw.com/inbound-marketing) - [Website Design](https://www.finemediabw.com/website-design-and-development) - [Sales Enablement](https://www.finemediabw.com/sales-enablement) - [Customer Success](https://www.finemediabw.com/customer-success) - [HubSpot Services](https://www.finemediabw.com/hubspot-services) - [Insights](https://www.finemediabw.com/blog) - [About](https://www.finemediabw.com/about-us) Show submenu for About - [About us](https://www.finemediabw.com/about-us) - [Meet the Team](https://www.finemediabw.com/our-team) - [Our Story](https://www.finemediabw.com/our-story) - Solutions - [Inbound Marketing](https://www.finemediabw.com/inbound-marketing) - [Website Design](https://www.finemediabw.com/website-design-and-development) - [Sales Enablement](https://www.finemediabw.com/sales-enablement) - [Customer Success](https://www.finemediabw.com/customer-success) - [HubSpot Services](https://www.finemediabw.com/hubspot-services) - [Insights](https://www.finemediabw.com/blog) - [About](https://www.finemediabw.com/about-us) Show submenu for About - [About us](https://www.finemediabw.com/about-us) - [Meet the Team](https://www.finemediabw.com/our-team) - [Our Story](https://www.finemediabw.com/our-story) - [Contact us](https://www.finemediabw.com/contact) - [Contact us](https://www.finemediabw.com/contact) ![Website Redesign Checklist: What to Do Before, During and After a B2B Redesign. White and dark type on a slate ground, Propello.](https://www.finemediabw.com/hubfs/Blog/Website%20Growth/Consideration/Website%20Redesign%20Checklist%20-%20What%20to%20Do%20Before,%20During%20and%20After%20a%20B2B%20Redesign/website-redesign-checklist-share-1200x630.png) Oct 15, 2026, 10:21:48 PM | [Customer Acquisition & AEO](https://www.finemediabw.com/blog/tag/customer-acquisition-aeo) # Website Redesign Checklist: What to Do Before, During and After a B2B Redesign Use this website redesign checklist to plan a B2B redesign: set goals, audit the site, plan content, map redirects, test, launch and review in eight steps. Share - [mailto:?&subject=Website%20Redesign%20Checklist:%20What%20to%20Do%20Before,%20During%20and%20After%20a%20B2B%20Redesign&body=Website%20Redesign%20Checklist:%20What%20to%20Do%20Before,%20During%20and%20After%20a%20B2B%20Redesign%0A(https%3A%2F%2Fwww.finemediabw.com%2Fblog%2Fwebsite-redesign-checklist)](mailto:?&subject=Website%20Redesign%20Checklist:%20What%20to%20Do%20Before,%20During%20and%20After%20a%20B2B%20Redesign&body=Website%20Redesign%20Checklist:%20What%20to%20Do%20Before,%20During%20and%20After%20a%20B2B%20Redesign%0A(https%3A%2F%2Fwww.finemediabw.com%2Fblog%2Fwebsite-redesign-checklist)) - - - If you lead marketing or revenue at a growing B2B company, a website redesign checklist is the list of steps that keeps a website redesign on goal, on schedule and on the right side of search. Work through it in order: set goals, audit, plan content, map the structure, build, redirect, test, launch and review. For the full picture, read our complete guide to [b2b website design](https://www.finemediabw.com/blog/b2b-website-design). This guide is for CEOs, founders, CROs and marketing leaders, and for the web designer or design team who will do the work. You get a clear website redesign process in eight steps, each ending in what done looks like, plus the checks to make first and the mistakes that cost the most.   | **Website Redesign Checklist** An ordered list of the tasks to complete before, during and after a website redesign, so that the new site meets its business goals and keeps the traffic and leads the old one earned. | | --- | ## By the end you will have a redesign you can launch with confidence A good redesign project ends with more than a new look. Aim for these results. - A short list of redesign goals, each tied to a business outcome and a measure, written into a redesign proposal. - A record of how your current site performs, so you can prove the redesigned site is better. - A content decision for every key page: keep, improve, merge or remove. - A site structure and a redirect map that protect the search visibility you already have. - A launch plan, a testing record and a review date. ## What to have in place before you start ![Five layers stacked from the bottom, an owner, a reason, data access, an approach and a budget and date, held together by the redesign.](https://www.finemediabw.com/hs-fs/hubfs/Blog/Website%20Growth/Consideration/Website%20Redesign%20Checklist%20-%20What%20to%20Do%20Before,%20During%20and%20After%20a%20B2B%20Redesign/wg06-website-redesign-foundations-layers-blog-1600x900.png?width=1600&height=900&name=wg06-website-redesign-foundations-layers-blog-1600x900.png) Most redesigns that stall do so because the basics were never agreed. Close these gaps first. - **An owner.** One person is accountable for the redesign project, even when marketing, sales, customer success and the design team all contribute. - **A reason to redesign.** An outdated website is not a goal. Write down the business problem, such as weak lead quality or a site that sales will not send prospects to. - **Access to your data.** You need Google Analytics and Google Search Console for the current site before anything changes, because you cannot compare against numbers you did not keep. - **A decision on approach.** Choose between one large rebuild and a phased approach. The [comparison of growth-driven design and a traditional redesign](https://www.finemediabw.com/blog/growth-driven-design-vs-traditional-redesign) sets out the trade-offs. - **A budget and a date.** Agree how much you will spend and when the new site must be live. Plan in months, not weeks, because content and approvals take time. ### Signs you need a redesign, not a refresh A refresh updates visual elements and minor user experience details, such as colors, imagery or a few pages. A site redesign changes the structure and the functionality. Choose a refresh when the site works well but needs a style update. Choose a redesign when the problem is deeper. Look for these signs. Conversion is low even though the right people visit. Visitors leave quickly, which suggests they are dissatisfied. The site is not mobile friendly. Outdated design is hurting how buyers see your brand. User feedback keeps raising the same issues. ### Where a redesign fits in your wider plan A redesign changes how buyers meet your company, so it belongs inside your go-to-market work, not beside it. An [inbound-ready website](https://www.finemediabw.com/blog/what-is-an-inbound-ready-website) is built to attract the right visitors and convert them. Treat that as the standard your redesigned website has to meet. ## The website redesign process in eight steps ![One route through eight steps in three stages: before the build, during the build, and launch and review.](https://www.finemediabw.com/hs-fs/hubfs/Blog/Website%20Growth/Consideration/Website%20Redesign%20Checklist%20-%20What%20to%20Do%20Before,%20During%20and%20After%20a%20B2B%20Redesign/wg06-website-redesign-process-path-blog-1600x900.png?width=1600&height=900&name=wg06-website-redesign-process-path-blog-1600x900.png) Each step ends with what done looks like. The first four happen before the build, the next three during it, and the last one at and after launch. Do not skip ahead, because later steps rely on earlier answers. The redesign process moves through discovery, strategy, design, development and monitoring. ### 1. Set redesign goals that tie to the business Start with outcomes, not pages. Ask what the new site must do for the company: bring in more qualified meetings, shorten the path from first visit to first conversation, support sales with better proof, or reduce questions to customer success. Turn each goal into a measure and a target date. Key business goals might include demo requests from target accounts, form completion on high-intent pages, or the share of visits that reach a services page. Use SMART goals, and pick a handful, not twenty. Document the goals and the target audience in a short website redesign proposal. Defining them before any design work begins keeps the project honest, and it gives approvers something concrete to sign. Agree who signs off on the redesign strategy, and when. Late opinions from senior leaders cause more delay than any technical problem. You are done when one page lists the goals, the measure for each, the project owner, the approvers and the launch window. ### 2. Audit your existing website and record a baseline Before you change anything, find out what your existing website does well. Use audit data to protect what works. Review traffic, conversions, content and technical health on the current site, because those findings decide what to keep, what to fix and what to drop. Open Google Analytics and note which pages bring visitors, which pages lead to a key event and where visitors leave. Google defines a [key event](https://support.google.com/analytics/answer/9267568) as an event that measures an action that is particularly important to the success of your business. Mark your form submissions and demo requests as key events now, so the baseline exists. Track key metrics such as conversion rate, bounce rate and engagement. Use Google Search Console to see which pages earn search impressions and clicks, and which pages other sites link to. These are the pages a redesign can damage most. Run a technical audit of website performance. It should cover site speed, loading times, security certificates and the analytics setup. Google's Web Vitals guidance sets [thresholds for the Core Web Vitals](https://web.dev/articles/vitals): a Largest Contentful Paint within 2.5 seconds, an Interaction to Next Paint of 200 milliseconds or less and a Cumulative Layout Shift of 0.1 or less, measured at the 75th percentile of page loads. Record where the old site stands against these thresholds, and treat that as your site performance benchmark. Look for broken links, pages that do not work on a phone, forms that fail and pages with no clear next step. For a fuller method, see our guide to the [website metrics worth tracking](https://www.finemediabw.com/blog/website-metrics-to-measure-and-track). You are done when you hold a baseline for traffic, key events, search visibility and performance, and a list of the pages that matter most. ### 3. Gather user feedback and study how visitors use the site Numbers show what happens. People tell you why. Gather user feedback from three groups: prospects who visited but did not inquire, customers who found you recently, and the sales team who hear the objections. Feedback often points to confusion, missing features and friction in navigation. Run simple user research. Ask short questions. What were you trying to do? What was hard to find? What nearly stopped you? Use heatmaps and session recordings to see how visitors interact with the page, because user behavior often differs from what people say. Compare your site with the sites your buyers also visit. You are looking for user expectations to meet, not designs to copy. Note the most common tasks of your target audience and the pages where those tasks fail. You are done when you can state, in plain words, the five biggest problems real users have with the current site and the evidence for each. ### 4. Plan your content strategy and decide what happens to existing content Content is where most redesigns slip. Build a content inventory of every page, post and asset, then run a content audit to find the high-performing pages. Give each page a decision: keep, improve, merge or remove. Existing content that ranks or converts should move across with care. Your content strategy should follow your buyers' questions, not your org chart. Map the key pages first: home, services, proof, engagement information and contact. Then decide what each page must say, who writes it and when it is due. Plan search engine optimization now, not after the build. Update metadata to match the new content, write descriptive alt text for images and keep the page titles that already earn clicks. Settle brand identity decisions here too. If the visual language, tone and messaging are changing, agree them before design starts. Consistent branding builds recognition and trust across channels, and a redesign should express the brand at a glance. Set a content deadline well ahead of the build. Late copy is the most common reason a launch date moves. You are done when every page on the inventory has a decision, an owner and a due date, and the new copy for the key pages is written or briefed. ### 5. Design the site structure and information architecture Now decide how the new site is organized. Your information architecture is the way pages are grouped, named and linked, and it shapes how easily visitors find what they need. Good site structure keeps important pages within a few clicks of the home page. Start by mapping the user journey for each type of visitor. Then draw the structure, then wireframes for the key pages, then high-fidelity mockups. Wireframes let you test the journey before you spend on polish. Web design focuses on how the page looks, while user experience design focuses on how it works, so keep both in view. Choose design elements that serve the goals. Visual elements should support the message, not compete with it. Check mockups against accessibility guidelines such as WCAG, including contrast and keyboard use. Plan responsive design from the start, not as a late fix. Many visitors will arrive on a phone, so mobile optimization shapes layout, forms and navigation. Choose a content management system your own team can edit without a developer. Run usability testing on the wireframes or prototype with real users from your target audience. Fix what they trip on before it is built. The [UX design process](https://www.finemediabw.com/blog/what-is-ux-design) is a useful guide to the tasks users need to finish. You are done when the structure, the wireframes for the key pages and the visual direction are approved, and testers can finish the main tasks without help. ### 6. Build the new site and map every old URL to its new home During the build, one task protects your search visibility more than any other: the redirect map. Google's guidance on site moves says to [prepare a URL mapping](https://developers.google.com/search/docs/crawling-indexing/site-move-with-url-changes) from the current URLs to their corresponding new format, and to include images and downloads such as PDFs. List every old URL, starting with the pages from your sitemap, your analytics and Google Search Console. Decide where each one goes. Google explains that for a page that has moved, a [permanent server-side redirect](https://developers.google.com/search/docs/crawling-indexing/301-redirects) is the best way to send people and Google Search to the correct page. Use 301 redirects to maintain search rankings. If you are not moving a page's content to the new site, make sure its old URL returns a 404 or 410 error rather than redirecting everything to the home page. Google's site move guidance advises exactly this for deleted or merged content. While the build runs, keep the staging copy out of search. Google notes that some site owners block all crawling while in development, so prepare a list of what to change at launch. Carry over your page titles, descriptions, headings and internal links so search engine rankings are not lost in the rebuild. You are done when the new site is built on a staging copy, every old URL has a mapped destination, and the redirect list has been reviewed by someone other than its author. ### 7. Test everything before you launch Test the new site as a visitor and as a technician. Click every key path: from the home page to a service page to the contact form. Submit every form and confirm the message reaches the right inbox and your CRM. Check the details that quietly cost leads: contact forms, broken links, missing images, page titles, redirects and tracking. Confirm your analytics and your key events fire on the new pages. Run cross-browser and device testing so the experience is consistent, and check that site speed matches or beats the baseline. Use A/B testing on elements such as headlines and calls to action to compare design options. Complete user testing with a few people who have not seen the site before. Test the redirects against your map with a sample from every section. A redirect that loops or lands on the wrong page is easier to fix now than a month after launch. Give the team one agreed list of issues, ranked as must fix, should fix and later. Launch only when the must-fix list is empty. You are done when the testing record shows every key path, form, redirect and tracking event working, with a named person confirming each. ### 8. Launch, monitor and review against your goals Choose a launch time when traffic is low, if you can. Google suggests timing a move to coincide with lower traffic, because fewer people are affected by problems. Remove any noindex rules and crawl blocks left from staging, switch on the redirects and submit your updated sitemap. Expect some movement. Google notes that significant changes can cause temporary ranking fluctuation while pages are recrawled, and that for medium-sized sites it can take a few weeks or more for new URLs to replace the old ones. Post-launch monitoring catches problems early, so check traffic, user engagement, key events and Search Console errors daily at first. Hold a review at the date you set in step one. Use your KPIs to compare the new site with your baseline and with each goal. Fix what is broken, then decide what to improve next, because a launch is the start of improvement, not the end of the project. You are done when launch checks are signed off, monitoring is running, and a review against your goals has been held and recorded. ## Mistakes to avoid when you redesign your website ![Four stage cards, before the plan, in the plan, in the build, and at and after launch, with eight redesign mistakes listed under the stage where each happens.](https://www.finemediabw.com/hs-fs/hubfs/Blog/Website%20Growth/Consideration/Website%20Redesign%20Checklist%20-%20What%20to%20Do%20Before,%20During%20and%20After%20a%20B2B%20Redesign/wg06-website-redesign-mistakes-leaks-blog-1600x900.png?width=1600&height=900&name=wg06-website-redesign-mistakes-leaks-blog-1600x900.png) Most failed redesigns repeat the same errors. Check your plan against this list. - **Starting without clear goals.** If no one can say what success is, the redesign is judged on taste. - **Skipping the baseline.** Without old numbers you cannot show that the new site is better, or notice a drop. - **Treating content as an afterthought.** Late or thin copy delays launch and weakens the new pages. - **Changing too many things at once.** Google advises changing one thing at a time on a site move, so problems are easier to trace. - **Forgetting redirects.** An unmapped old URL sends visitors and search engines to an error page. - **Designing for the boardroom, not the buyer.** The people who sign off are rarely the people who use the site. - **Ignoring mobile and speed.** A beautiful page that loads slowly on a phone loses the visit. - **Launching without tracking.** If key events do not fire on day one, you start the review blind. - **Assuming the job ends at launch.** The first weeks show what visitors really do. Plan the fixes. ## What you gain when this is done properly A disciplined redesign turns a risky project into a controlled improvement. A better user experience also tends to lift website conversions. Each team gains something different. ### Sales gets a site it will send prospects to Sellers get pages that explain the offer, show proof and answer the objections they hear every week. Prospects arrive better informed, so the first conversation starts further along. ### Marketing gets a site it can measure and improve Marketing gets clean tracking, a clear structure and a baseline to beat. Every later change can be tested against the same key events, so budget follows evidence, not opinion. ### Customer success gets answers customers can find Customer success sees fewer repeat questions when onboarding and support information is easy to find. A clear, current site also makes a stronger first impression on every new account. ## Redesign on evidence, not on instinct A redesign works when you treat it as a sequence of decisions: why, what to keep, how to organize, how to move and how to check. Make each one in writing, test before you launch and review against the goals you set. Propello designs and builds connected GTM systems on HubSpot. If you are planning a redesign and want your goals, data and tracking set up before you commit budget, an audit is the place to start. [Book a Propello GTM Audit](https://www.finemediabw.com/contact) ## Frequently asked questions What is a website redesign checklist? It is an ordered list of tasks for a redesign, covering goals, an audit of the existing site, content, structure, redirects, testing, launch and review. Each item has a finish line, so the team knows when a step is done and the project avoids gaps that harm leads or search visibility. How long does a website redesign take? It depends on the number of pages, how ready your content is and how many people must approve decisions. Content and approvals usually take longer than design. Set the launch window in step one, then plan backward from it, and expect to monitor the site for weeks after launch. How much does a website redesign cost? Cost depends on scope: page count, custom functionality, content work, integrations and who does the work. Get proposals from at least two providers against the same written brief. Include migration, redirects, testing and post-launch fixes in each quote, since those are often left out. Will a redesign hurt my search rankings? It can if URLs change without redirects or if indexable pages are blocked at launch. Google says temporary ranking movement is normal after a major change. Map every old URL, use permanent redirects, keep strong pages, and watch Search Console closely after launch to catch problems early. What is the difference between a redesign and a refresh? A refresh updates the look or parts of the existing site, such as colors, images or a few pages. A redesign rethinks structure, content and user journeys, and often changes the platform. Choose a refresh when the foundations work, and a redesign when goals, structure or performance fall short. ![Tumisang Bogwasi](https://app.hubspot.com/settings/avatar/77d7e2eaad8ff71b24463dcc39a31e9e) ### Written By: Tumisang Bogwasi Tumisang Bogwasi is the founder and CEO of Propello, a HubSpot partner that designs and builds connected go-to-market systems. [mailto:tumib@finemediabw.com](mailto:tumib@finemediabw.com) ## You May Also Like ### [![Growth-Driven Design vs Traditional Website Redesign: Which Fits Your Business? 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