How B2B companies approach a redesign project (special report)

Special report with marketing managers from 24 SMEs. Read here how their companies approach a redesign project, how often they have their website redesigned and how they select their design partner.

How B2B companies approach a redesign project (special report)

With a whopping 48% of people believe a website’s design is the number one factor in determining the credibility of a business, it’s no surprise that marketing teams are often working at improving their website.

But how often exactly? And how do they do it?

I recently had the chance to survey a group of marketing managers and their answers were enlightening.

The idea was to create a benchmark that you and your team can use the next time you’re considering a redesign of your website.

So I’ve interviewed 24 marketing managers from small to mid-sized companies (20 to 200 people) in B2B. Here’s what I’ve found out.

Are companies redesigning their websites more frequently?

The first question I’ve asked is “when was the last time you had your website redesigned?”.

Here’s what I found out:

The majority of the people we interviewed had their website redesigned between the last few months and 2 years ago.

As for the average of website redesign, it seems that most companies are redesigning their website on average every 1.5 to 2 years. This is more often than the average of 2-3 weeks observed in the last decade (source).

However, it can also be because smaller companies have the tendency to change more quickly, and the companies interviewed are smaller than the ones surveyed by TNW.

However, it can also be said that technologies are evolving fast and trends are changing even faster. So what looked once shiny starts to feel outdated.

Why do companies redesign: internal reasons are still winning 

We're all in agreement that a website isn't just a digital business card. It's a platform to communicate, to offer services, and most importantly, to drive conversions.

When asked about the reasons behind a redesign, the answers varied from showcasing new services, clearer communication to rebranding, and driving digital sales. 

Not surprisingly, improving conversion rates was a common response. After all, who wouldn't want their website to be a lean, mean, conversion machine?

Interestingly, not many have mentioned a better user experience and accessibility of their website.

What to look in a design partner

This brought us to perhaps the most important aspect - selecting the right partner for this endeavor. The results were a clear testament to what we value: creativity and trustworthiness, with cost being a close third.

Interestingly, factors like previous relationships, location, and language spoken were less important. This echoes my own experience. A creative portfolio and trust are irreplaceable. A good partner doesn't need to be in your city or even speak your native language. They just need to understand your vision and execute it beautifully.

How do companies select their design partner

The approach to partner selection varied from using existing partners to seeking referrals, with many companies preparing upfront a project brief. 

There’s quite a clear division here between companies that don’t prepare much upfront and look for the help of a partner, and companies who approach the redesign with clearer ideas.

Personally, I've found that a well-crafted brief can make all the difference. It provides a clear roadmap to your vision and expectations, helping your partner deliver more effectively.

The evaluation of success

Finally, we asked about the metrics used to evaluate success. User conversion topped the list, with new users and stakeholder satisfaction following. Surprisingly, SEO ranking was low on the list. This could be because SEO is a long-term game. Still, it's worth considering as part of your redesign strategy.

It’s also interesting to see how some companies favour an internal approach as the satisfaction of internal stakeholders.


In terms of the selection process, the strategies varied widely, from leveraging existing partnerships to scouting for referrals and a few daredevils venturing out sans a project brief. Drawing from my personal journey, a comprehensive brief has always been my secret weapon. Crafting a detailed brief is like charting a path to your destination – it enables your partner to navigate your thoughts, expectations, and vision proficiently.

When it comes to gauging success, the survey indicated user conversion, new users, and stakeholder satisfaction as the top parameters. Interestingly, SEO ranking didn't score as high. This was quite a surprise, considering the prominence of SEO in digital strategy. However, it does make sense when you consider that SEO is a marathon, not a sprint. It's a continuous, long-term effort that doesn't necessarily translate into immediate pay-offs but is an invaluable component of a holistic redesign strategy.

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