Website Redesign Planning Worksheet

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Key Takeaways

• A planning worksheet is a working document, not a finished deliverable. Its job is to force decisions before the project starts.
• Completing this worksheet before talking to vendors puts you in a stronger position to evaluate proposals and negotiate scope.
• Sections that are hard to fill in are sections where internal alignment is missing. That is valuable information.
• The worksheet is a starting point. A full project plan will be built from it, not instead of it.

How to Use This Worksheet

Work through each section in order. Some sections require analytics access. Some require conversations with stakeholders. Some require decisions that have not yet been made.

When a section is hard to complete, note why. The difficulty itself is useful: it tells you where internal clarity is missing before external work begins.

Complete the worksheet before sharing it. The document is most useful when it reflects actual decisions, not placeholder answers.

Section A: Business Context

Company name:

Website URL:

Industry:

Primary products or services:

Number of employees:

Annual revenue range (optional):

In one sentence, what does this company do and who does it serve?

(This should be the sentence a first-time visitor to your site would read and immediately understand. Not your tagline or positioning statement. A plain-language description of the offer and the audience.)

What is the primary business problem the redesign is solving?

(Be specific. "We want a better website" is not an answer. "Our conversion rate is 0.8% and we are generating 10 leads per month from a site that receives 1,500 organic sessions" is an answer.)

Section B: Current Site Performance

Pull these numbers from your analytics platform before filling in this section.

What does the data tell you about where the site is failing?

Section C: Redesign Goals

Set numeric targets for each metric you want to improve. Reference the baseline from Section B.

Primary business outcome this redesign must deliver:

(Example: 25 qualified leads per month from organic traffic within 6 months of launch.)

Section D: Audience

Who is the primary visitor type?

(Be specific: role, company type, company size, stage of the buying decision when they typically arrive on the site.)

What is the primary question this visitor needs answered before taking the next step?

What stops this visitor from converting on the current site?

(Based on data if available, hypothesis if not.)

Are there secondary audience types that need to be served?

(If yes, list them and describe how they are different from the primary audience.)

Section E: Content Inventory

How many pages does the current site have?

What percentage of those pages do you estimate need to be kept as-is?

What percentage need to be rewritten?

What percentage should be removed?

Which pages are generating organic traffic that cannot be disrupted?

(List the top 10 pages by organic sessions. These pages require redirect or preservation planning.)

Who is responsible for writing new content?

When can content be delivered relative to the project start date?

Who approves content before it goes to the design or development team?

Section F: Integrations

List every third-party tool the site currently connects to or will need to connect to:

Section G: Stakeholders and Approvals

Who has final approval authority on the redesign?

Who else must review and approve design work?

What is the expected feedback turnaround time for design reviews?

Who owns content delivery and approvals?

Are there any external parties (board members, investors, partners) whose input affects the project?

Section H: Brand and Visual Direction

Does a current brand guideline document exist?

(If yes, attach it or note where it is located.)

Is the brand being updated as part of this project?

(If yes, who is handling brand work and when will it be complete?)

List five websites whose visual direction, navigation, or messaging you want to reference:

1.

2.

3.

4.

5.

For each reference site, note specifically what you like:

Section I: Platform and Technical Requirements

What platform is the current site built on?

Is a platform migration in scope for this redesign?

Are there any known technical limitations of the current platform?

What are the must-have technical requirements for the new site?

(Examples: WCAG 2.1 AA accessibility, Core Web Vitals LCP under 2.5 seconds on mobile, GDPR/CCPA compliant cookie handling.)

Section J: Timeline and Budget

Is there a hard go-live deadline?

(If yes, what is it and why is that date fixed?)

Is there an external event, product launch, or seasonal period the launch needs to align with?

What is the project budget range?

(Providing a range is better than providing no number. It allows vendors to scope appropriately rather than guessing.)

Section K: Post-Launch Measurement

Who will own performance monitoring after launch?

Which tools will be used for post-launch tracking?

What is the review cadence?

(Standard: 30, 60, and 90 days post-launch.)

At 90 days post-launch, what would make this redesign a clear success?

Using This Worksheet in Vendor Conversations

A completed worksheet gives vendors what they need to produce accurate proposals. It also gives you a basis for evaluating proposals against the same requirements rather than against each vendor's interpretation of what you need.

For an understanding of how the worksheet feeds into a formal project plan, a step-by-step planning process sequences discovery, design, development, and launch against the inputs this worksheet collects.

Setting the numeric goals in Section C carefully is the work that makes every post-launch review meaningful. The goal-setting process covers how to select targets that are both ambitious and achievable given what the data in Section B shows.

For the full scope of what a structured website redesign engagement looks like when it begins with a completed planning worksheet, the service page covers timeline, process, and deliverables.

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Want a Team That Can Work Through This With You?

LOW/CODE Agency is a leading AI product team for SMBs and startups. We have shipped 450+ products for companies including Medtronic, American Express, and Coca-Cola. When clients arrive with a partially completed worksheet, our discovery process fills in the gaps. When they arrive with nothing, discovery starts from scratch, and it costs more.

We build in Webflow, which makes many of the platform and technical questions in Section I straightforward to answer, because the platform's capabilities are well-defined.

If you want to work through this planning process with a team that has done it 450+ times, let's talk.