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Building an effective and successful website takes effort, time, money and patience. If you have an existing website and feel the need to redesign it, it is very important to do it for the right reasons. Do not redesign your website because your boss wants to or because you are bored with the existing design.

The only reasons why you should look at redesigning your website should be because you want to increase the number of visitors or because you want to improve the conversion rate of visitors into leads. You should be looking at creating better content, optimizing landing pages with effective sales copy and including bigger and better offers.

If you do decide to redesign your website keep the following in mind:

1. Set goals - Your goals should be to increase visitors, leads and sales.
2. Do not change things that works - If your existing website has great content, high ranking keywords or popular features, do not change that. Retain what works and build on it. Website redesign can have a big negative impact on your website rankings and conversions if you are not careful.
3. Focus on content - Content is King, do not spend all your time, money and resources on creating a brilliant design. Your website content needs to be unique, original and should lead to conversions. Poor content will sink your website faster than you can say "how the hell".
4. Continually add new content - Websites with a lot of content beats websites with a limited amount of content 99% of the time. Visitors want to be exposed to new information all the time. Incorporating a Blog into your website makes creating new content easy and also allows your visitors to interact with your site.
5. Incorporate SEO into your redesign - It is very important to redesign your website using SEO techniques and tools. This will improve the visibility of your website and more people will be willing to promote or link to your website.
6. Optimize your keywords - The search engines index your web pages based on the keywords that you use and online users also find your site based on these keywords. Research the best keywords to use and use them effectively.
7. Use great sales copy on your landing pages - Great sales copy results in a good conversion rate. Spend the resources and time on creating effective sales copy for your website. 
8. Track your visitors and conversions - The only way that you will know if your redesign has been effective is through tracking the number of visitors and conversion rates. If your redesigned website attracts more visitors and generate higher sales, you have done a great job. If it does not, try again.

Remember that a business website is one of the most important marketing tools that you have and it should deliver business results. It is not there to look "cool" or to keep your employees occupied with redesign exercises. Your business website is the first point of contact with your business that online visitors will have and it can make or break your brand and will impact on your marketing success. Spend the time, money and effort on great content, keyword optimization, search engine optimization and a professional design. You will not regret taking the time to do it properly.