Practical thinking for clearer digital decisions.

Before you redesign: 7 questions a website needs to answer

A redesign is not only a visual decision. Use these questions to clarify purpose, audience, content, and the action each key page should support.

Key takeaways

1. What business need should the website support?
2. Who are the priority audiences and what are they trying to accomplish?
3. What must visitors understand before they can take the next step?
4. Which pages and journeys are most important?
5. What content or proof does each decision require?
6. What should be easier to manage after launch?
7. How will the team know the new experience is more useful?

How to make a complex offer easier to understand

Clear messaging is not about saying less at all costs. It is about organizing the right information in the order people need it.

Guidance

• Lead with the problem you help solve and the audience it matters to.
• Use plain language before introducing specialist detail.
• Group related services or capabilities around a customer need.
• Give each page one primary purpose and a clear next action.
• Support important claims with specific evidence your organization can stand behind.

A practical way to prioritize website improvements

When everything seems important, begin with the journeys most closely tied to customer confidence and business priorities.

Prioritization lens

• How important is this journey to the visitor?
• How important is it to the business?
• What friction is preventing progress now?
• What information or interaction is missing?
• What is a realistic first improvement?