Before committing to a major website change, teams need current site performance benchmarks, documented SMART goals for the new site, buyer research from 10-20 customer and prospect interviews, a clear diagnosis of the specific problem being solved, and tracking tools configured before launch day. The first step is asking whether the change is truly necessary, and if so, defining exactly why.
Current site metrics and assets must be analyzed to establish baselines that the new site will be measured against. Goals should be specific, measurable, achievable, relevant, and time-bound, with verification that the investment supports the company's bottom line rather than addressing a subjective preference. Customer and prospect interviews (budgeting time for 10-20 conversations) should walk through every step of the buying process, which likely begins well before the prospect lands on the website. Tracking tools (Google Analytics, heat mapping software, CRM analytics) must be configured and tested before the redesigned site goes live so performance data is captured from day one rather than retroactively. Without these evidence requirements, the project is governed by assumptions, and assumptions are the most common source of website project failure.