REDESIGN GUIDE
By Joshua Jackai, Founder and Lead Designer · Updated September 2026
Almost every delay we see traces back to something on this list not being ready. None of it is difficult; it is just easier to gather before the project starts than during it.
One primary goal the site must achieve, written as a sentence.
The metric that proves it: form fills, booked calls, qualified leads, revenue.
Current baseline for that metric, so improvement is measurable.
The two or three secondary goals, ranked, so tradeoffs resolve themselves.
A list of every existing page with its traffic and conversion value.
A keep, merge, improve, or retire decision against each one.
Which new pages the redesign must add.
Who is writing any new copy, and by when. This is the single most common cause of slipped timelines.
Logo files in vector format, not a screenshot from the old site.
Brand colours and fonts, or explicit permission to define them.
Photography, or a decision to commission or licence it.
Any brand guidelines that exist, and an honest note on which parts are still true.
Domain registrar login.
Current hosting and CMS access.
Google Analytics and Search Console.
CRM and email platform, if the site connects to them.
One named decision-maker who can approve without a committee.
An agreed feedback turnaround, in days.
Whether the platform is changing, which pulls the migration guides into scope.
The launch date and anything it must not collide with.
With the list assembled, the remaining questions are cost and sequence: the cost guide and the process guide cover both.
What if I do not have brand guidelines?
Then defining the visual direction becomes part of the project. Say so up front so it is scoped rather than discovered.
Do I need all the copy written before we start?
No, but you need to know who is writing it and when it lands. Copy is the most common cause of a stalled redesign.
Who should be the decision-maker?
One person with authority and availability. Design by committee is the most expensive way to arrive at a worse result.
How far ahead should I prepare?
A week or two of gathering is usually enough, and it buys back more than it costs.
You do not need every box ticked to start a conversation. Bring what you have and we will tell you what is still missing.
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