1. Sales keeps correcting the homepage
If the company moved from one feature to a platform, changed its model or found a stronger use case, the website is now creating homework for sales. Start with the new explanation—not a visual moodboard.
2. The buyer changed, but the language did not
A product built for individuals may now sell to financial teams. An enterprise platform may be entering a founder-led segment. If the evaluator changed, the navigation, evidence, language and call to action should change with them.
3. The proof exists, but nobody can find it
Customer stories, security work, integrations, team credibility and product depth may already exist—three clicks away from the claims they support. Put evidence where doubt appears, not on a forgotten page called Resources.
4. The product and website look like distant relatives
The marketing site promises simplicity while the product, onboarding and documentation speak different visual languages. They do not need to match perfectly. They do need to look as though the same company made a decision.
5. Every new page becomes a small emergency
If each launch needs custom engineering or breaks the layout, the redesign needs a content and component system—not prettier page comps followed by the same publishing problem.
6. “Get started” does not explain what starts
Is it a trial, demo, waitlist, contact form or account application? Match the call to action to the product stage and explain what follows the click. Ambiguity is not intrigue.
7. The company has outgrown the way it looks
Inconsistent typography, stale screenshots, broken mobile layouts, slow pages and improvised campaign additions can make a capable company feel less considered than it is. Visual debt becomes commercial debt when buyers notice it first.
Turn the symptoms into a scope
Document what changed, who the site serves, which questions buyers keep asking, what proof already exists, required pages, integrations, content owners, approval steps, launch date and how success will be assessed. Audit before deleting: an old page may still rank, convert or answer a useful question.