How to Plan a High-Converting Website Redesign with Hubspot

Redesigning your website with Hubspot in mind is more than choosing new colors and layouts. It is a strategic marketing project that must preserve existing traffic, improve conversions, and create a stronger lead generation engine for your business.

Based on classic website redesign best practices, this guide walks you through a structured, marketer-friendly process that reduces risk and increases ROI from day one.

Step 1: Benchmark Current Performance with Hubspot Analytics

Before you change a single page, you need a clear picture of how your current site is performing. If you use Hubspot, your analytics will reveal which pages, offers, and channels are truly working.

Key metrics to capture before redesign

• Overall traffic by source, including organic, paid, email, and social
• Top landing pages and their conversion rates
• Blog posts that bring in the most leads and subscribers
• Click-through rates on navigation and calls-to-action
• Form completion rates and drop-off points

Export or document these numbers so you can compare them against post-launch performance. This baseline is critical to ensure your redesign does not accidentally damage results that were already strong.

Step 2: Set Clear Goals That Align with Hubspot Funnels

A website redesign should support specific marketing and sales goals, not just aesthetics. Building your plan around your funnel inside Hubspot keeps your project focused on revenue.

Examples of meaningful redesign goals

• Increase visitor-to-lead conversion rate on primary landing pages
• Grow email subscriptions from blog content and content offers
• Improve lead quality by refining forms and qualification questions
• Shorten time-to-close by improving product or service pages

Assign numeric targets and deadlines to each goal. For instance, aim to increase demo requests by 20% within three months of launch. These goals will guide the design, content, and placement of calls-to-action across your website.

Step 3: Inventory, Audit, and Prioritize Content with Hubspot Data

Your existing content is an asset. The right redesign protects top-performing assets and upgrades weaker ones. Analytics from Hubspot and your other tools can show you where to focus.

Create a complete content inventory

Start by listing every major page and content type:

• Homepage and core product or service pages
• Pricing and comparison pages
• Landing pages and thank-you pages
• Blog posts and resource center items
• About, contact, and support sections

Evaluate each item

For every page, capture:

• Traffic volume and source mix
• Backlinks and search rankings
• Conversion rate and lead contribution
• Time on page and bounce rate

Use this analysis to label pages as keep, update, consolidate, or remove. High-traffic, high-conversion pages should be protected and migrated with extreme care.

Step 4: Map User Personas and Journeys into the Hubspot Pipeline

Your website must guide visitors from awareness to decision. When you align personas and buyer journeys with your Hubspot lifecycle stages, you can design a structure that naturally moves visitors toward hand-raising actions.

Define primary personas

For each persona, identify:

• Core challenges and goals
• Decision-making role and authority
• Common objections and information gaps
• Preferred formats, such as blog posts, videos, or case studies

Connect content to lifecycle stages

• Awareness: Educational blog posts, guides, and checklists
• Consideration: Webinars, comparison content, and solution overviews
• Decision: Demos, consultations, and pricing details

Structure navigation, internal links, and calls-to-action so that each stage naturally leads to the next. This makes your site work hand-in-hand with your Hubspot nurturing workflows.

Step 5: Plan Information Architecture and On-Page SEO

A powerful redesign is built on a clear information architecture and solid technical SEO. Thoughtful planning now avoids costly fixes after launch and supports long-term growth in search visibility.

Design a logical site structure

• Group related topics into clear sections or hubs
• Use descriptive, human-friendly URLs
• Limit top-level navigation items to the essentials
• Ensure every important page is reachable within a few clicks

Protect and enhance SEO value

• Map old URLs to new URLs with 301 redirects
• Maintain or improve internal linking to key pages
• Preserve strong title tags, headings, and meta descriptions
• Optimize images, alt text, and page speed

Always track which pages bring in organic leads, not just traffic. This helps you direct more authority toward content that truly drives revenue.

Step 6: Design Conversions Around Hubspot Forms and CTAs

Visual design must support conversion, not overshadow it. When your forms, buttons, and offers are planned around what you will track in Hubspot, every interaction becomes measurable.

Best practices for conversion-focused design

• Place primary calls-to-action prominently above the fold
• Use contrasting colors and clear, benefit-focused button copy
• Limit form fields to what you truly need for follow-up
• Offer multiple engagement paths, such as demos, trials, and content downloads
• Use contextual CTAs in blog posts and resource hubs

Consider how each conversion point will sync into your CRM properties and workflows so sales and marketing teams receive clean, structured data.

Step 7: Launch, Measure, and Improve with Hubspot Reporting

The redesign is not finished at launch. Post-launch monitoring and continuous improvement, powered by Hubspot reports and dashboards, turns your new website into a living, optimized asset.

Critical checks immediately after launch

• Confirm redirects from all important legacy URLs
• Test all forms, CTAs, and confirmation emails
• Validate tracking codes, analytics, and pixels
• Monitor error logs and fix broken links quickly

Ongoing optimization plan

• Review conversion rates on key pages monthly
• A/B test headlines, layouts, and offers
• Update content based on search trends and lead quality feedback
• Refine nurturing sequences based on actual behavior

By comparing post-launch results against your original benchmarks, you can demonstrate impact and identify the next round of improvements.

Using Expert Help for a Hubspot-Centered Redesign

Many teams choose to partner with specialists to handle strategy, UX, and implementation. Agencies experienced with platforms like Hubspot can help you avoid common pitfalls, protect SEO value, and build a site that integrates cleanly with your existing tech stack.

If you need hands-on help with planning or implementation, you can explore services from optimization-focused partners such as Consultevo.

Further Reading and Original Inspiration

The process described here is inspired by a classic website redesign checklist from HubSpot. You can read the original article for additional context and examples at this HubSpot blog post.

Approach your redesign as a strategic marketing initiative, not just a visual refresh, and your new site will become a stronger engine for leads, customers, and long-term growth.