You’re staring at a site that feels dated, and you’re tempted to call an agency and write a big check. The real question is: Do you actually need a total rebuild, or would strategic conversion improvements get you better ROI—faster and for less?
In this episode of Endless Customers, I sat down with IMPACT lead web strategist Mary Brown to tackle one of the most common mistakes business leaders make: rushing into a full website redesign they don’t actually need.
Mary explains why conversion rate optimization (CRO), messaging clarity, and a light design refresh often outperform a ground-up rebuild—and what signals to look for before investing in a new site.
Common triggers:
New brand/leadership wants a visual reset
“The site feels stale” (but no clear success criteria)
Agency pitch creates urgency without a diagnosis
A new look doesn’t fix weak messaging, unclear paths, or slow pages. Start by fixing what buyers actually stumble over.
Start with high-leverage CRO and UX improvements:
Clarify your hero: Plain-English headline + subhead + 1 primary CTA
Tighten navigation: 5–7 top-level items; buyer-friendly labels
Speed wins: Compress images, lazy-load media, audit scripts
Modern credibility: Current testimonials, case studies, trust badges
Frictionless forms: Fewer fields, progress indicators, instant validation
Content that answers: Price ranges, pros/cons, comparisons, best options (The Big 5)
Search & filter: Help visitors find exactly what they need in 1–2 clicks
Mary says that conversion rate optimization and strategic improvements often yield better results than complete overhauls. A simple refresh of imagery, fonts, and design elements can go a long way in making your old site feel new.
"There are really two situations in which our team will say, You absolutely need a website right now,” she says.
The most important thing, says Mary, is not to rush into a website redesign. Agencies will line up around the block to sell you a site you don’t need, and it’s easy to end up with the exact same marketing problems after you drop $75K on a shiny new site.
Instead, think carefully about what challenges you’re trying to solve. Business leaders should “try to understand whether they have real pressing reasons why they need a new website,” says Mary,” or whether they’re just seeing symptoms of a different problem.”
Although the promise of a new website is exciting, the last thing you want is to make a hasty decision you regret six months later.
If you’re asking, “How do I figure out whether to rebuild or fix what I’ve got?” start with data and a short CRO sprint. Rebuild only when your team can’t update the site, or the tech stack can’t meet modern standards. Need help deciding? Talk to our team!
Mary Brown is the lead website strategist at IMPACT, and she has lent her expertise to website projects in dozens of industries.
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How do I know if my site is “stale” or actually hurting conversions?
Look at behavior data before assuming a rebuild is needed. High bounce rates on key pages, low click-throughs on CTAs, slow mobile load times, and form drop-offs are signs to fix first—not automatic reasons to scrap your site.
What’s a reasonable timeline for a CRO-first approach?
Run a focused 60–90 day sprint with weekly updates. Start with messaging and hero clarity, streamline navigation, improve speed, and fix forms, then layer in A/B testing to validate changes.
If we do rebuild, what should be non-negotiable?
Choose an editor-friendly CMS, prioritize fast mobile performance, and use a component or library system for reusable elements. Build in analytics and heatmaps from the start, and document governance so it’s clear who owns ongoing updates.
Will a new site improve SEO by itself?
No. Rankings and conversions come from technical health combined with buyer-focused content. A visually polished site without substance will always underperform one that’s fast, clear, and full of helpful resources.