Case Study: Website Redesign Before & After Results

Introduction

Business websites often make the first impression online. What happens when your first impression isn’t good? A real-world website redesign project is discussed in this case study, highlighting the challenges before, the changes and the results after the redesign.

We redesigned with performance, usability and business goals in mind rather than focusing solely on design trends. The study clearly shows how a thoughtful website redesign can transform user experience, engagement and search visibility.

Background: The Website Before Redesign

A growing service-based business had steady traffic but poor conversions. Their website had not been updated in more than five years, and this could be seen on the homepage. It is important to note that although the content of the website was informative, the design and performance were restricting growth.

Visitors landed on the site but left quickly. Mobile users struggled to navigate the pages, and key services were hidden deep within the site structure. The business knew something was wrong but didn’t know where the problems were coming from.

Key Problems Identified

The redesign was preceded by a detailed website audit. The following issues immediately caught my attention:

• Outdated visual design reduces brand credibility
• Slow page loading speed, especially on mobile devices
• High bounce rate across key landing pages
• Confusing navigation and a poor content structure
• No clear calls-to-action on key pages
• Not optimized for SEO or Core Web Vitals

It wasn’t just technical but these issues directly affected lead generation and user trust.

Goals of the Website Redesign

The redesign was not about making the website look modern. Every change was related to a specific goal.

The main objectives were:

• Improve the user experience across all devices
• Increase engagement and the time spent on the site.
• Reduce the bounce rate on the core services pages
• Improve search engine visibility and rankings
• Create clear conversion paths for users
• Align the website with brand growth goals

Redesign strategies can be effectively planned with clear goals in mind.

Redesign Strategy: What Changed and Why

The redesign process focused on clarity, performance and usability. Team members retained what worked and improved what did not work instead of rebuilding everything without a plan.

1. Visual Design and Branding

The old website used heavy colors, inconsistent fonts and disorganized layouts. The updated design introduced a clean, modern layout with consistent branding elements.

White space was used strategically to improve readability. Colors were refined to match the brand identity and typography was standardized across all pages.

Result: The website immediately felt more professional and trustworthy.

2. Improved Navigation and Site Structure

Navigation was one of the biggest problem points on the old website. Users had to click multiple times to find essential information.

The redesign was introduced:

• Simplified menu structure
• Clear service categories
• Logical page structure
• Easy access to contact and feedback forms

Breadcrumb navigation improved usability and SEO.

Result: Users found what they needed within seconds.

3. Mobile-First Redesign Approach

The old design wasn’t mobile-friendly, even though more than 65% of the website’s traffic came from mobile devices. A responsive design that works smoothly on smaller screens was required because of the high percentage of mobile traffic. Mobile-first design ensured that all elements were optimized for touch navigation and loading quickly. The new design improved accessibility and user satisfaction for mobile users, who can now navigate the site easily.

The redesign used a mobile-first approach:

• Responsive layouts for all screen sizes
• Touch-friendly buttons
• Optimized images for mobile performance
• Simplified content blocks

Result: Mobile bounce rate dropped significantly after launch.

4. Page Speed and Performance Optimization

Page speed was a major issue before the redesign. Some pages took over six seconds to load. Faster loading times are crucial for improving SEO, as search engines prioritize websites that offer a smooth user experience. Optimized page speed improved user satisfaction and increased search engine ranking. The result was higher visibility and more organic traffic, resulting in a higher rate of engagement and conversion.

To fix this:

• Images were compressed and optimized
• Unnecessary scripts were removed
• Clean, lightweight code was implemented
• Lazy loading was applied to the media

Result: Page load time improved dramatically, meeting Google’s recommended performance benchmarks.

5. SEO-Focused Design Improvements

SEO was built into the redesign from the start rather than added later. Common SEO mistakes to avoid during a redesign include failure to set up proper redirects for changed URLs, which can result in broken links and lost traffic. It’s also crucial to maintain consistent metadata and headings to ensure search engines continue to understand the content structure. The failure to conduct a thorough keyword analysis can also result in missed opportunities to capture relevant search terms.

Key SEO improvements include:

• Proper heading structure (H1, H2, H3)
• SEO-friendly URLs
• Improved internal linking
• Optimized meta titles and descriptions
• Image alt text for accessibility and rankings

Results: Search engines could crawl and understand the website more effectively.

6. Clear Calls-to-Action (CTAs)

Previously, users were unsure of what action to take next. The redesigned website places CTAs strategically across all pages. The CTAs include forms for signing up for newsletters, downloading resources, and contacting sales or customer service. Clear and concise language guides users toward purchases or exploring additional content, ensuring a seamless user experience. The strategic placement and design of these CTAs contributed to higher conversion rates and improved user engagement.

Examples include:

• “Request a Quote” button
• The contact form is placed above the fold
• Clear messaging aligns with user intent

Result: Conversion paths became obvious and user-friendly.

Before vs After: Measurable Results

Website redesign success lies in the data. Performance was tracked over three months after launch. The data showed a significant increase in user engagement post-redesign. Bounce rates decreased by 25%, indicating visitors were spending more time interacting with the site. Users were also more engaged and explored more content than before, resulting in an overall increase of 40% in average session duration.

Key Performance Improvements

Before the redesign:

• Average page load time: 6.2 seconds
• Bounce rate: 68%
• Average session duration: 1 minute 10 seconds
• Mobile usability issues flagged by Google
• Low conversion rates from service pages

After redesign:

• Average page load time: 2.1 seconds
• Bounce rate reduced to 39%
• Average session duration increased to 3 minutes
• Mobile usability errors are resolved.
• Significant increase in form submissions

Impact on SEO and Google Rankings

The search engine optimization performance of the redesigned website improved within weeks of its launch. The website experienced a noticeable boost in Google rankings due to the redesign. Improved site speed, enhanced mobile usability and optimized meta elements contributed to better search engine visibility. A strategic use of internal links and accessible content also helped the site to be indexed more efficiently, resulting in higher placements in search engine results.

• Several service pages were moved to Google page one
• Organic traffic increased steadily month over month
• Improved Core Web Vitals scores
• High click-through rates in search results

The redesign helps Google view the website as more user-friendly, reliable and relevant.

User Feedback After Redesign

The success of a project was heavily influenced by user feedback beyond analytics.

Customers reported that the website felt:

• Easy to navigate
• Faster and smoother
• More trustworthy
• Clear messaging and services

This feedback confirmed that the redesign addressed real user concerns, not just technical metrics.

Lessons Learnt from This Website Redesign

• Design decisions should be data-driven: Using analytics and user behavior information helps identify real issues and ensures redesign choices are based on facts, not assumptions.
• User experience impacts SEO and conversions: Easy navigation, clear layouts and smooth interactions encourage users to stay longer and take action, improving rankings and leads.
• Mobile optimization is non-negotiable. A responsive and mobile-friendly design is essential for usability and search visibility with most users browsing on mobile devices.
• Speed and performance matter more than visuals alone: Fast-loading websites keep users engaged, reduce bounce rates, and perform better in Google search results.
• Clear goals lead to measurable results: Defining objectives early ensures the redesign focuses on business outcomes such as traffic growth, engagement and conversions rather than appearance alone.

Conclusion

This website redesign case study clearly shows the power of thoughtful, user-focused design. The business achieved measurable improvements in traffic, engagement and conversions by addressing usability issues, improving performance and aligning the website with SEO best practices.

A website is not just a digital marketing tool, it is a growth tool. When redesigning with purpose and strategy, it can significantly improve both the user experience and business results. A well-planned redesign can significantly improve your website’s performance, durability and user experience.