How to start a Website Redesign for a Series-B funded B2B Firm?

‍As the Co-founder for Basecamp, Jason Fried says, “Our website needed to reflect the simplicity of our product. The redesign wasn’t just about aesthetics; it was about making sure visitors could instantly understand what we offer and take action.”

What do you do when you hear about a new company or a business for the first time? You put it up on Google and hit that search button. The immediate next thing you do is check out their website. So, our website is often the first interaction potential clients have with your business. It’s more than just an online brochure—it’s a powerful marketing tool that can attract, engage, and convert leads. But what happens when your website starts feeling outdated, fails to capture your brand’s evolution, or simply doesn’t perform as well as it should? It’s time for a website redesign.

Redesigning a website isn’t just about changing how it looks; it’s about improving the overall user experience (UX), making it interactive, alive, and out of the box, breathing emotions into its copy, optimising for SEO, and aligning your online presence with your business goals. Many mid-sized B2B companies have gone through this process with great success, and their stories offer valuable insights into how a website redesign can lead to higher traffic, better conversion rates, and increased revenue.

Let’s dive into the steps involved in redesigning a B2B website and share stories from companies that have successfully transformed their online presence.

Why Redesign a Website?

A website redesign isn’t just a cosmetic update. It’s an opportunity to rethink how your site works, how it represents your brand, and how it supports your business goals. Whether your site is outdated, not mobile-friendly, or fails to generate leads, a redesign can help you solve these problems and set your business up for growth.

Key reasons for a redesign:

• Outdated design: A website that looks old or isn’t aligned with your current brand can turn off potential clients.
• Poor user experience: Slow load times, poor navigation, and non-responsive design can frustrate users.
• Low conversion rates: If your website isn’t turning visitors into leads, it’s time to re-evaluate the design and functionality.
• SEO performance: A website redesign can improve your search engine rankings by optimising for the right keywords and improving the technical SEO structure.

The Website Redesign Process

1. Audit the Current Website

Before you dive into a redesign, take the time to understand what’s working and what’s not on your current site. Reason out if something is working, then why and similarly, if it is not, then dig out the reasons behind it without being on a spree to change everything. Look at your analytics data to understand user behaviour, bounce rates, time on site, and conversion rates. Conduct UX audits to identify pain points, and SEO audits to see where you’re ranking for the right keywords.

2. Understand the Business Objectives

What do you want to achieve with your new website? For B2B companies, the goal is often to improve lead generation, enhance brand perception, and rank higher for industry-specific keywords. So, clearly define and understand the business goals, whether it’s increasing traffic, boosting conversion rates, or improving user experience.

3. Create a Sitemap and Wireframe

A sitemap is a blueprint for your website’s structure. It ensures that the new site you are building is well-organised, easy to navigate, and optimised for user journeys. From there, create wireframes to map out where content, images, and CTAs (call-to-action) will go. This helps you visualise the flow and hierarchy of information. “But before that, gather all the base content from your client which includes the sales deck, pitches, whitepapers, blogs, case studies, etc. This will not only help your copywriter to streamline the content structure but also help the designer visualise the route forward,” adds Athira, a designer at Everything Design. 

4. Prioritise User Experience (UX)

A seamless, intuitive user experience is key to keeping visitors engaged and guiding them toward conversion. This means focusing on fast load times, mobile responsiveness, and easy navigation. Optimise your site for different screen sizes and browsers to ensure a smooth experience for all users.

5. SEO Optimization and Keyword Research

A redesign is the perfect time to improve your site’s SEO. Start by conducting keyword research to identify the phrases and terms your target audience is searching for. Integrate these keywords into your new website’s content, page titles, meta descriptions, and headings. Technical SEO elements, such as site speed and clean URL structures, are also essential for ranking higher in search engines.

Real-Life Stories: B2B Firms That Benefited from a Website Redesign

Gong.io – Simplifying Navigation and Improving Lead Generation

Amit Bendov, Gong.io Founder says, “Your website is your digital storefront. A clean, well-optimised website doesn’t just look good—it works for you by turning visitors into qualified leads. A website redesign made that possible for us.”

Gong.io, a sales intelligence platform, went through a major website redesign as their business grew. Amit also explains, “We were seeing an increase in traffic, but not enough conversions. Our website didn’t reflect the simplicity and power of our product. We needed a design that would make it easy for potential customers to understand what we do—and fast.”

The redesign focused on simplifying the site’s navigation and creating clear paths for visitors. They also added case studies, customer success stories, and a streamlined contact form to improve lead generation. The result? A 20% increase in conversions within the first three months of launching the new site.

Basecamp – Aligning the Website with a Refined Brand Message

When Basecamp, a project management tool, decided to redesign their website, they wanted it to reflect their refined brand message. Their goal was to simplify their product offerings and make the website a more effective sales tool. Co-founder Jason Fried stated, “Our old site was too complex. We wanted a website that matched the simplicity of our product—straightforward, clean, and easy to navigate.”

The Basecamp team reduced the number of pages and focused on clear, concise messaging that guided visitors through the key benefits of their product. This redesign not only improved user experience but also helped Basecamp rank higher for specific project management keywords, bringing in more targeted traffic and boosting conversions.

Vidyard – Focusing on SEO and Content

Vidyard, a video marketing platform for businesses, revamped their website with a specific focus on SEO. Before the redesign, their website had a scattered keyword strategy and lacked the SEO foundation needed to rank for relevant search terms. Their marketing team collaborated with an SEO expert to conduct in-depth keyword research and ensure that the redesign incorporated targeted keywords across the site.

Michael Litt, Vidyard’s CEO, shared, “We wanted to make sure that every piece of content on our new website was optimised for search engines. Our goal was to not only attract more visitors but the right visitors—those who were genuinely interested in our video solutions.”

By focusing on SEO during the redesign, Vidyard improved their organic search rankings, which led to a 35% increase in organic traffic within six months, helping to grow their business significantly.

How a Website Redesign Can Help Your B2B Business

1. Improved Search Rankings

One of the most significant benefits of a website redesign is the ability to optimise your site for search engines. By targeting the right keywords, optimising meta tags, improving site speed, and ensuring mobile responsiveness, you can improve your website’s visibility in search engine results. This means more potential customers will find your business when searching for relevant services or solutions.

Michael Litt, Vidyard CEO also adds, “During our website redesign, we focused on ranking for the right keywords. When you have a clear SEO strategy baked into the design process, the impact on traffic and conversions is huge.”

2. Increased Lead Generation

A well-structured, optimised website with clear calls to action can significantly improve lead generation. As demonstrated by companies like Gong.io and Basecamp, a website redesign can remove friction points in the user journey, making it easier for visitors to contact your business, request a demo, or sign up for a service.

3. Better User Experience (UX)

Improving the user experience is a major reason for redesigning a website. When users can navigate your site easily, find the information they need, and enjoy a smooth, responsive experience across devices, they’re more likely to stay on your site and convert into customers. A great UX reduces bounce rates and keeps visitors engaged longer.

4. Stronger Brand Perception

An outdated or poorly designed website can damage your brand’s credibility. Redesigning your website to align with your current brand message, tone, and visual identity can boost brand perception, making your company appear more professional, innovative, and trustworthy.

Conclusion: Redesign Your Website for Growth

A website redesign isn’t just about refreshing your online appearance—it’s about creating a strategic asset that can drive real business growth. Whether your goal is to improve SEO rankings, enhance user experience, or align your brand messaging with your website, a redesign can open up new opportunities for lead generation, customer engagement, and increased revenue.

Take the time to assess your current site, define clear goals, and leverage the best practices of successful B2B firms to ensure your new website works harder and smarter for your business. By focusing on user experience, SEO, and conversion optimization, your redesigned website can become a powerful tool for reaching your target audience and achieving your business objectives.

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