Before You Waste Money on That Website Redesign, Read This
I’ve spent over two decades watching businesses throw away thousands of dollars on flashy website redesigns that didn’t solve their actual problems.
Because of that, I feel compelled to share this warning: that expensive graphic website overhaul you’re considering? It probably won’t fix what’s really holding your website back.
I know exactly where you are right now. You’re looking at your website thinking it feels outdated, needs to be more modern, and isn’t delivering the results you need.
The natural instinct is to make it look better—fresher, glossier, more impressive.
I get that. Because its something concrete and new.
And there are plenty of agencies ready to take your money to do just that.
But here’s what many of those agencies won’t tell you, or even know themselves: In most cases, your website’s appearance isn’t the real problem.
The Hard Truth About Website Performance
When I sit down with business owners and marketing directors who are frustrated with their websites, they often tell me things like:
- “We’re not getting enough qualified leads”
- “The site isn’t supporting our sales process”
- “It doesn’t reflect who we are as a company anymore”
These are legitimate concerns. But graphics or the “look and feel” is rarely the cause.
Here’s why:
If your website isn’t generating leads, it’s usually because:
- Your messaging isn’t connecting with what your customers actually care about
- You’re not answering the critical questions that build trust
- Your site makes it difficult for visitors to take the next step
If your website isn’t supporting sales, it’s typically because:
- It’s not addressing the real concerns that hold buyers back
- Your content doesn’t build confidence in your solutions
- The site doesn’t guide visitors through a natural buying journey
These are strategic issues, not design problems.
And I’ve watched too many companies spend five figures on beautiful new websites that still don’t work because they never addressed these fundamental gaps.
What Actually Makes a Website Work
I’m not saying design doesn’t matter. But if you want your website to actually drive business results, you need to focus first on:
- Getting your message right. Can visitors immediately understand what problems you solve and how you make their lives better? If not, even the prettiest design won’t help.
- Building trust through transparency. Are you openly addressing the questions your buyers care about most—including tough topics like pricing, problems, and comparisons? This matters more than any visual flourish.
- Making it dead simple to take action. Is it crystal clear what steps visitors should take next? Can they easily find and access the information they need to move forward?
- Supporting your sales process. Does your site give sales teams the tools they need to close deals faster? Are you providing content that answers common objections and builds confidence?
A Better Approach to Website Improvement
If you’re serious about improving your website’s performance, here’s what I recommend:
- Start with an honest evaluation. Look at your site through your customers’ eyes. Is it immediately clear what you do and who you help? Can visitors quickly find answers to their most pressing questions?
- Focus on foundation first. Before touching design, make sure your messaging and content strategy align with what your customers actually care about. This is where tools like my Insight Alignment Sprint can help you get clarity.
- Make strategic improvements. Once you know what’s really holding your site back, you can focus your investment where it matters most—whether that’s clearer messaging, better content, or improved user experience.
- Then (and only then) consider design. With a solid strategic foundation in place, visual improvements can enhance your site’s effectiveness. But they should support your strategy, not drive it.
A Better Way Forward: Start with Your Message
This exact problem—watching businesses waste money on redesigns that didn’t solve their real issues—is why I developed the Insight Alignment Sprint.
Think of it as your roadmap to customer-obsessed messaging.
In just one two0hour session, we’ll uncover:
- What truly matters to your buyers
- The questions they need answered before they’ll trust you
- The messaging that will actually resonate and drive action
- The gaps between what you’re saying and what customers need to hear
Why Start Here?
When you have absolute clarity on your message and customer needs, everything else becomes more effective—not just your website, but every sales and marketing tool you use.
I’ve watched this transform businesses. Once they get their message right:
- Their websites start generating better leads (even without design changes)
- Their sales conversations become more productive
- Their marketing resonates more deeply
- Their entire team communicates more effectively
Even better? This clarity helps you make smarter decisions about any future investments—whether it’s a website, marketing campaign, or sales tool.
You’ll know exactly what needs to be said and shown to drive results.
Ready to Get Your Message Right?
If you’re thinking about any kind of marketing investment—website, content, whatever—let’s start with an Insight Alignment Sprint. It’s the best way to ensure everything you build moving forward actually connects with your customers and drives results.
Remember: A beautiful website might catch someone’s eye, but the right message captures their trust.
Let’s make sure you have that foundation before you spend another dollar on any marketing tool.