NEW BENCHMARK DATA UNVEILS:
7
Reasons Your
Website Redesign
Won’t Be As Painful
As You Think.

When you think about
a website redesign, what
comes to mind?

TOO MUCH TIME.

TOO
MUCH
MONEY.

TOO MANY RESOURCES.

WHAT’S
THE
POINT?

But what do you really know
about website design?

Is it really too much time?

Is it really too much money?

Is it really too many resources?

You
may be
surprised.

So fear not!
Here are 7 reasons
your website redesign
won’t be as painful
as you think.

So fear not!
Here are 7 reasons
your website redesign
won’t be as painful
as you think.
Inspired by data from marketers we
surveyed – marketers just like you.

1
YOU DON’T HAVE TO
REDESIGN EVERY
PAGE AT ONCE.

Focus on the
most important
pages for your
business – and
update those.

2013 research found that 80% of
marketers redesigned their
homepage and 73% redesigned
content landing pages.
Tweet this stat!

IN FACT, STAPLES
REDESIGNS THEIR
HOMEPAGE EVERY
TWO YEARS.

2007

2009

2011

2013

Learn how to
create a website
design strategy
with this free kit.
DOWNLOAD KIT

2
IT DOESN’T TAKE
AS MUCH TIME
AS YOU THINK.

You may be weary of redesigning your
website because it takes a lot of time. But
it may not take as long as you think.

How long did your website redesign take?
10%
8%
40%
11%
0-3 months
3-6 months
7-9 months
9-12 months
More than 12 months
31%
*Pulled from online survey results about website design.
Sample size: 749 marketers.

After your website redesign is complete, you
don’t have to worry about redesigning your
website for a while.

Marketers typically redesign their
websites every 18-24 months, with the
largest slice of respondents (30%)
redesigning every two years.
Tweet this stat!

Learn the 4
most important
parts of a great
website in our
free ebook.
DOWNLOAD EBOOK

3
YOU WILL SEE A
CHANGE IN YOUR
METRICS.

37% of respondents said
their website metrics
changed by up to 25% after a
website redesign.
Tweet this stat!

And according to the data, the
most common ways to measure
site performance are:

And according to the data, the
most common ways to measure
site performance are:
traffic

And according to the data, the
most common ways to measure
site performance are:
traffic
the number of pages
viewed

What are the key metrics your company uses to
measure its site performance? (Select all that apply)
1% 2%
7%
Traffic
Bounce rate
19%
Conversion rate
11%
New contacts rate
Time on page
9%
10%
Number of pages viewed
Click through rate
11%
12%
11%
7%
Leads generated
Overall revenue improvements
Other
Don't know/not applicable
*Pulled from online survey results about website design. Sample
size: 749 marketers.

Consider what metrics you want to change in the
planning stage of redesigning your website.

Learn the six
marketing
metrics that will
impress your
boss in our free
cheat sheet.
DOWNLOAD NOW

4
YOU DON’T NEED TO
CREATE A SEPARATE
MOBILE SITE.

Google loves
responsive
design.

Google loves
responsive
design.
And users love
responsive design.

Google loves sites that use responsive web design, i.e. sites
that serve all devices on the same set of URLs, with each
URL serving the same HTML to all devices and using just
CSS to change how the page is rendered on the device.
This is Google’s recommended configuration.

According to research from Google,
90% of viewers hop from one device to
another to complete a task.
Tweet this stat!

SO WHAT DO
YOU DO?

Create
one
responsive
website.

The Boston Globe has a
responsive website on one URL.

74% of users say they're
more likely to return to a site in
the future if it's mobile-friendly.
Tweet this stat!

How does your website look across different
devices? Have a look with HubSpot’s Device Lab.

5
YOU DON’T NEED
AS MUCH MONEY
AS YOU THINK.

75% of survey respondents say
10% or less of a marketing budget
needs to be allocated for a
website redesign.
Tweet this stat!

What percent of your company’s annual marketing
budget is allocated to website design/redesign?
1%
1%
5%
18%
Less than 5%
5% to 10%
42%
11% to 25%
26% to 50%
51% to 75%
33%
76% to 100%
*Pulled from online survey results about website design. Sample
size: 749 marketers.

Only 2% of respondents said they spent
more than 75% of their marketing budget
on a website redesign.
Tweet this stat!

Learn how to build
and manage a
modern marketing
team that allows you
to use budget as
wisely.
DOWNLOAD KIT

6
YOU DON’T NEED TO
DO IT YOURSELF.

Getting started with redesigning your website
may be confusing.

Responsive Design
Where do
you begin?

Responsive Design
Where do
you begin?
SEO
Optimized

Responsive Design
Where do
you begin?
SEO
Optimized
Clear & Concise

Responsive Design
Where do
you begin?
SEO
Optimized
Clear & Concise
Smart Content

Responsive Design
Where do
you begin?
Accurate messaging
SEO
Optimized
Clear & Concise
Smart Content

Responsive Design
Where do
you begin?
Updated
technology
Accurate messaging
SEO
Optimized
Clear & Concise
Smart Content

Responsive Design
User Friendly
Updated
technology
Where do
you begin?
Accurate messaging
SEO
Optimized
Clear & Concise
Smart Content

Responsive Design
Personalization
User Friendly
Updated
technology
Where do
you begin?
Accurate messaging
SEO
Optimized
Clear & Concise
Smart Content

Consider outsourcing the project.

50% of businesses surveyed
hired an external resource to help
with their website redesign.
Tweet this stat!

Check out 53
examples of
brilliant
homepages in
our free flipbook.
DOWNLOAD FLIPBOOK

7
IT ISN’T HARD TO CONVINCE
YOUR COMPANY TO
DO A REDESIGN.

You will probably have to
do some convincing to get
your company on board.

You will probably have to
do some convincing to get
your company on board.
Or buy them a puppy. Whatever works.

But it
shouldn’t
be hard to
convince
them.

But it
shouldn’t
be hard to
convince
them.
There are
various
reasons why
companies
redesign
their
websites.

Which factor(s) contributed to your company’s decision to redesign its
site? (Select all that apply)
Improve the overall user experience/UX
8%
Reflect new company brand or messaging
15%
9%
Make the site more visually appealing
Better serve the needs of our customers or prospects
10%
9%
Update our company site because it was old
Include a new product/business strategy
8%
14%
Add mobile optimization or responsive design
Optimize for SEO
6%
9%
12%
Generate more leads
Improve the display/surfacing of our content
*Pulled from online survey results about website design. Sample
size: 749 marketers.

Learn how to
improve your
marketing ROI in
three easy steps
with our free
insights report.
DOWNLOAD REPORT

With all that said and done … want to find out
how to make your next website redesign
less painful and automatically responsive?

Click here
And learn more
about the
HubSpot Content
Optimization
System (COS).

By Rachel Sprung
@rsprung

THANK YOU.