Hubspot Website Redesign Questions Guide

Before you touch a single pixel in Hubspot or any CMS, you need a clear set of website redesign questions that align your strategy, your stakeholders, and your execution plan.

This guide adapts the strategic framework from the original source at HubSpot’s website redesign questions article and turns it into a practical, step-by-step process you can apply to any project.

Why Structured Questions Matter in Hubspot Projects

A website redesign is not just a visual refresh. It affects brand perception, lead generation, sales, and customer retention. When you work in a platform such as Hubspot, having the right questions upfront simplifies templates, modules, and content decisions.

Thoughtful discovery questions help you:

• Clarify business objectives before design begins.
• Prevent scope creep and missed requirements.
• Align marketing, sales, and leadership teams.
• Protect timeline and budget from constant changes.

Step 1: Clarify Business Goals Before Hubspot Design

Start by understanding exactly why the website needs to change. Do not open Hubspot or wireframing tools until these answers are captured.

Core Business Questions

• What specific problems is the current site causing?
• What will success look like 6–12 months after launch?
• Which products, services, or offers are highest priority?
• How does the website fit into your broader marketing and sales strategy?

Turn these answers into measurable KPIs such as:

• Increase qualified leads by a defined percentage.
• Improve demo requests or contact form submissions.
• Raise average time on site or reduce bounce rate.

When you later configure reports in Hubspot or other analytics tools, these KPIs will drive your dashboards and optimization roadmap.

Step 2: Define Audience and User Journeys in Hubspot Context

Redesign work must focus on the people using the website, not just the pages. Before building new templates or modules in Hubspot, map who you serve and how they behave.

Audience and Persona Questions

• Who are your primary and secondary audiences?
• What triggers them to search for your solution?
• What objections or fears do they typically have?
• What devices and channels do they primarily use?

Then, document the ideal user journeys:

1. What is the first page they should land on?
2. What content should they see next?
3. What conversion action should they take?
4. How will you follow up with them through email or CRM?

Once these journeys are clear, it becomes much easier to map pages and conversion paths inside Hubspot or any other marketing stack.

Step 3: Audit the Existing Website Before Hubspot Migration

Whether you plan to stay on your current platform or move to Hubspot, a structured audit keeps you from losing high-value assets during redesign.

Content and SEO Audit Questions

• Which pages drive the most traffic and conversions?
• Which keywords currently rank and bring in leads?
• What content is outdated, duplicated, or low value?
• Which assets (guides, calculators, videos) must be preserved?

Create a simple content inventory spreadsheet that lists:

• URL and page title.
• Primary goal of the page.
• Performance metrics (traffic, leads, rankings).
• Action: keep, update, merge, or remove.

When you rebuild or import content into Hubspot, this inventory becomes your master checklist so nothing critical gets lost or broken.

Step 4: Define Scope, Budget, and Timeline

Most redesign projects fail not because of design quality, but because of poor scoping. Clear boundaries help you manage internal teams, vendors, and Hubspot implementation partners.

Scope Questions to Lock Down

• How many page types and layouts do you actually need?
• Which third-party tools or integrations must be supported?
• Are there custom features like portals, pricing calculators, or gated tools?
• What content will be rewritten, and by whom?

After scope is set, ask:

• What is the non-negotiable launch date?
• What milestones will you track (wireframes, copy, development, testing)?
• Who signs off on each stage?

Clarify how much flexibility you have to adjust scope versus shifting budget or timeline. This will shape how you prioritize features in your Hubspot build-out or other platform work.

Step 5: Plan UX, Information Architecture, and Navigation

Once strategy and scope are clear, you can design a site structure that supports both users and internal teams working in Hubspot.

UX and Navigation Questions

• What are the top 3–5 actions visitors should be able to take from any page?
• How can you reduce clutter in the main navigation?
• Which elements must appear consistently across the site (search, CTA, contact)?
• What accessibility requirements do you need to meet?

Create a site map first, then low-fidelity wireframes. This sequence ensures that design supports goals rather than dictating them. When you later build templates inside Hubspot, they will map cleanly to this architecture.

Step 6: Content Strategy and Conversion Paths

Design without content strategy is guesswork. Before building new modules or landing pages in Hubspot, outline how your content will support the buyer journey.

Content Planning Questions

• Which pages need new copy, and which only need optimization?
• Do you have clear offers at each funnel stage (awareness, consideration, decision)?
• What lead magnets or resources will you feature?
• How will forms, chat, or scheduling tools capture leads?

Map each key page to:

• A primary call to action (e.g., demo, trial, consult).
• A secondary call to action (e.g., download, subscribe).
• Relevant case studies or proof elements.

When this is finished, it will be straightforward to assemble landing pages, forms, and follow-up workflows inside Hubspot or complementary tools.

Step 7: Technical, Analytics, and QA Planning

A strong technical foundation keeps your redesigned site stable, measurable, and scalable across platforms such as Hubspot, WordPress, or custom stacks.

Technical and Analytics Questions

• How will you handle redirects for all changed URLs?
• What performance targets do you have for page speed and core metrics?
• Which analytics tools will you use and how will events be tracked?
• How will you manage staging versus production environments?

Before launch, define a QA checklist that includes:

• Cross-browser and device testing.
• Form submissions and notifications.
• Link checks and 404 handling.
• Accessibility and compliance checks where required.

This checklist applies regardless of whether your final site runs fully in Hubspot or integrates multiple systems.

Step 8: Governance, Training, and Continuous Improvement

After launch, your website should be managed like a product, not a one-off project. This is especially important when multiple people access editing tools such as Hubspot.

Governance Questions

• Who owns content strategy and approvals?
• Who can publish changes, and under what process?
• How often will you review performance and make updates?
• What training do team members need on the chosen platform?

Set a simple optimization rhythm, for example:

• Monthly: review key metrics and run A/B tests on critical pages.
• Quarterly: update messaging, offers, and navigation based on data.
• Annually: revisit strategy, personas, and business goals.

If you want expert help planning the strategy and execution of your redesign, you can explore consulting and implementation services at Consultevo, which specializes in data-driven digital projects.

How to Use These Website Redesign Questions

Turn these categories and questions into a practical workflow:

1. Create a shared discovery document for all stakeholders.
2. Run structured workshops to answer each section.
3. Prioritize requirements into must-have, nice-to-have, and future-phase.
4. Translate the final answers into a formal scope, site map, and content plan.
5. Only then move into visual design, development, and platform setup such as Hubspot.

By following this process, you reduce risk, protect your investment, and create a website that genuinely serves your business and your users—no matter which technology stack you use.

Need Help With Hubspot?

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