Ask yourself this one question before beginning a website redesign
A redesign of your website is no small undertaking (when done properly). Before you decide to proceed, ask yourself this question:
Why are we doing it?
Is it because you feel the look and feel of the site is dated? Has there been a strategic change in the company and it's branding that needs to be reflected in the website? Is the site under-performing and you think a redesign will improve it?
If your traffic and performance numbers are strong, then a redesign just to change the look of the site could be a mistake. Remember that you look at your website far more often than any of your visitors. What feels old or dated to you may be what makes your regular users keep coming back. They are comfortable when they visit and they know how to get where they want to go quickly and easily. Changing the look of the site may actually have the reverse effect and make it a less desirable experience for your regular visitors.
If your organization is changing it's brand, then a redesign of your site might be necessary. Before you begin, be sure to identify what is working well in the current site and incorporate it into the design and/or architecture of the new site.
Although a redesign may be necessary to improve your site's overall performance, there are a number of steps you can take first that might require less work and/or deliver better results. Keyword optimization, blogging and educational content will help attract and retain visitors. Strong offers with dedicated landing pages tied to lead nurturing campaigns will help convert those visitors into leads and customers.
There are certainly good reasons to redesign your website, just make sure that yours align with your overall business goals and the needs of your customers.