Conversion
When Should You Redesign Your Business Landing Page?
Signs your landing page needs attention, and whether to redesign or redevelop it.
3 min read
Your landing page is often the first impression potential customers have of your business.
But what happens when the design becomes outdated, the content no longer reflects your offer or visitors struggle to use the page?
An old landing page doesn't always need a complete rebuild. Sometimes a few targeted improvements are enough.
However, there are situations where redesigning or redeveloping the page is the more practical option.
Here are some signs that your business landing page may need attention.
1. Your landing page no longer reflects your business
Businesses evolve.
You might have introduced new services, changed your target audience, updated your pricing or repositioned your product.
If your landing page still communicates an outdated offer, visitors may receive the wrong impression.
A redesign can help bring the messaging, visuals and page structure in line with your current business.
2. Your page is difficult to use on mobile
A landing page that looks acceptable on desktop may be frustrating on a mobile phone.
Common issues include:
- Text that is difficult to read.
- Buttons that are too small.
- Navigation that doesn't work properly.
- Images that overflow the screen.
- Forms that are difficult to complete.
- Unnecessary horizontal scrolling.
If your existing page has these problems, a responsive redevelopment may be necessary.
3. Your landing page loads slowly
Large images, excessive scripts and inefficient implementation can affect page performance.
Use tools such as Google PageSpeed Insights to identify issues.
Depending on the cause, you may be able to improve performance without rebuilding the entire page.
However, if the existing implementation makes meaningful improvements difficult, redeveloping the page may be worth considering.
4. Your offer is difficult to understand
Visitors should quickly understand what your business provides and why it matters.
If your landing page relies on vague headlines, complicated explanations or unclear calls to action, it may be time to review its messaging and structure.
A redesign should focus on making your offer easier to understand rather than simply changing colours or adding animations.
5. Your calls to action are unclear
Every landing page should have a clear purpose.
If visitors cannot easily understand how to contact you, request a quote, book a demo or sign up, the page may be creating unnecessary friction.
Review your primary CTA and make sure it is visible, descriptive and consistent.
6. Your forms and integrations no longer work properly
Broken forms, outdated booking links and unreliable integrations can prevent potential customers from completing important actions.
Check the entire enquiry process, including:
- Form submission.
- Confirmation messages.
- Email notifications.
- CRM connections.
- Booking links.
- Analytics and tracking.
Sometimes these issues can be fixed independently. Other times they are part of a larger redevelopment requirement.
Should you redesign or rebuild your landing page?
These are not necessarily the same thing.
A redesign focuses on improving the visual presentation, layout and overall user experience.
A redevelopment involves rebuilding some or all of the technical implementation.
You might only need a design refresh if the underlying website works well.
If the page has major technical problems, outdated code or functionality that needs replacing, redevelopment may be more appropriate.
The decision should be based on the actual issues rather than the desire for a completely new look.
What should you improve during a landing page redesign?
Start by reviewing:
- Your headline and value proposition.
- Your primary call to action.
- Your page structure and content.
- Mobile responsiveness.
- Image quality and loading performance.
- Contact forms and integrations.
- SEO metadata and heading structure.
- Analytics and conversion tracking.
Prioritise the problems that affect visitors and business objectives.
Need help improving your existing landing page?
I help businesses redevelop existing landing pages and build new ones using React, Next.js and TypeScript.
Whether your page needs a responsive redesign, performance improvements or a complete frontend rebuild, I can review your requirements and recommend a practical approach.
Discuss your landing page redesign and let's identify what needs improving.
Learn more about my landing page development service or see recent projects.