Business websites follow one of five approaches: rebuild (full overhaul of UX, design, content, and codebase), redesign (updated layout, branding, and user experience on the same platform), reskin (surface-level refresh of colors, fonts, and imagery), replatform (migrating to a new CMS or tech stack), or incremental optimization (data-driven updates page by page over time).
Each approach solves a different class of problem. A reskin addresses outdated visuals without touching functionality. A redesign improves user experience and conversion paths while preserving the existing technical foundation. A rebuild replaces both the front-end and back-end when structural limitations block growth. A replatform swaps the underlying technology while attempting to preserve the current design and content. Incremental optimization, sometimes called growth-driven design, launches a baseline site and then uses analytics and user behavior data to expand and refine templates and pages systematically. The right starting point depends on whether the constraint is visual, structural, technical, or strategic.