Hubspot Website Redesign Plan: A Step‑by‑Step Guide

Applying a proven Hubspot approach to your website redesign helps you move away from guesswork and turn the project into a structured, data-driven growth initiative instead of a risky visual makeover.

This guide adapts the core strategy found in the original Hubspot article on website redesign so you can plan, launch, and measure a new site that improves leads and revenue rather than just refreshing your brand colors.

Why Use a Hubspot-Style Website Redesign Strategy?

A website redesign is expensive in time, budget, and opportunity cost. A Hubspot-style method reduces that risk by anchoring every decision in data, goals, and user behavior instead of subjective design preferences.

Using this structured strategy, you will:

Define clear, measurable business goals before design begins.
Audit your current site to preserve top-performing assets.
Plan information architecture and content based on real user needs.
Align design, SEO, and conversion paths with a repeatable framework.

The following steps mirror the framework laid out in the original Hubspot reference article here: Hubspot website redesign strategy.

Step 1: Set SMART Goals Using the Hubspot Method

Before touching design, define why the redesign exists. A Hubspot-style strategy starts with SMART goals that are:

Specific – Clear outcome, not vague aspiration.
Measurable – Tied to metrics you can track.
Attainable – Realistic based on current performance.
Relevant – Connected to revenue and growth.
Time-bound – Deadline for achieving the goal.

Examples of SMART goals inspired by Hubspot methodology:

Increase organic traffic by 25% in 12 months.
Grow demo requests by 15% within 6 months.
Improve blog subscriber conversion rate from 1% to 2% by year-end.

Assign a primary goal and a small set of secondary goals so design, content, and development teams can prioritize correctly.

Step 2: Audit Your Current Website Performance

The original Hubspot framework emphasizes protecting what already works. Do a performance audit before you remove or redesign anything.

Key Metrics to Review in a Hubspot-Style Audit

Top landing pages by traffic.
Pages with the highest conversion rates.
SEO performance by page: rankings, impressions, clicks.
User behavior: bounce rate, time on page, scroll depth.
Top-performing blog posts and offers.

Identify:

Pages to preserve or migrate carefully.
Content that needs optimization, not deletion.
Underperforming pages to consolidate or remove.

Document your findings in a spreadsheet or planning tool so your redesign roadmap is grounded in real data.

Step 3: Define Your Target Audience and Buyer Personas

A Hubspot-centric approach always connects website decisions to buyer personas. Clarify who your most valuable visitors are and what they need from your site.

Build Personas with a Hubspot-Inspired Framework

Demographics – Role, company size, industry, region.
Goals – What success looks like in their job.
Challenges – Pain points your product solves.
Triggers – Events that send them searching for solutions.
Objections – Reasons they hesitate to buy.

Use these personas to shape:

Navigation labels and site structure.
Messaging on core pages.
Offers, CTAs, and conversion paths.
Content topics and formats.

Step 4: Map Content and Conversion Paths

The Hubspot process treats your website as the engine of your lead generation system, not just a brochure. Map how visitors move from awareness to decision.

Design Hubspot-Style Conversion Paths

Attract – Blog content, SEO, and social posts bring visitors in.
Convert – Landing pages offer gated resources, demos, or trials.
Close – Nurture sequences, case studies, and pricing pages move leads to purchase.
Delight – Onboarding, documentation, and support improve retention.

For each stage, define:

Primary pages (e.g., blog, product, pricing).
Primary CTA on each page.
Supporting assets (guides, checklists, webinars).
Forms and follow-up actions.

Ensure every high-traffic page has a clear next step aligned with a business goal.

Step 5: Plan Site Architecture and Navigation

Using Hubspot-style best practices, create a simple, intuitive structure that guides users to the right information with minimal clicks.

Core Principles for Hubspot-Like Architecture

Group content by user intent, not internal departments.
Limit top-level navigation items to the essentials.
Use descriptive labels over internal jargon.
Create pillar pages that organize related subtopics.
Preserve proven URLs where possible to avoid SEO losses.

Map the structure visually (site map or flowchart) so design and development teams have a clear blueprint before mockups begin.

Step 6: Align Design with Content and SEO

A key lesson from the Hubspot website strategy is that design serves content and conversion, not the other way around. Design decisions must support your messaging, SEO, and CTAs.

Design Priorities in a Hubspot-Inspired Redesign

Readability – Short paragraphs, sufficient white space, legible fonts.
Visual hierarchy – Headings, color, and size guide the eye to key actions.
Conversion focus – Prominent CTAs aligned with your goals.
Mobile-first – Responsive layouts and fast loading on all devices.
On-page SEO – Proper headings, internal links, and optimized media.

Collaborate across content, SEO, and design teams so page templates accommodate the elements each discipline needs.

Step 7: Create a Hubspot-Style Launch and Optimization Plan

The original Hubspot article frames launch as the midpoint, not the finish line. After going live, commit to ongoing optimization based on real user data.

Post-Launch Optimization Checklist

Verify analytics, tag management, and goal tracking.
Monitor key metrics: traffic, rankings, conversions, page speed.
Review behavior data: heatmaps, click maps, scroll depth.
Run A/B tests on headlines, CTAs, and layouts.
Iterate content based on search performance and user feedback.

Schedule regular review cycles—monthly or quarterly—so your site continues to evolve with your audience and market.

Implementing This Strategy with Expert Support

Following a Hubspot-aligned framework provides clarity, but executing it can still be complex. If you need help translating this strategy into a practical roadmap, agencies like Consultevo specialize in SEO-driven redesigns, technical implementation, and conversion optimization.

Use this structured approach, grounded in the original Hubspot methodology, to ensure your next website redesign protects your existing assets, aligns with your growth goals, and delivers measurable business results.

Need Help With Hubspot?

If you want expert help building, automating, or scaling your Hubspot , work with ConsultEvo, a team who has a decade of Hubspot experience.

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