Website redesign often starts with a goal of looking better. For true success, this really shouldn’t be a goal, but a consequence of activities that follow. Marketing strategy should dictate all redesign projects so no matter the direction you take, each project has a common word as its core: BEAT!
BEAT your competition – see what they’re doing and do it better
BEAT your benchmarks – establish what they are and the plan to beat them
BEAT yourself – make sure that if you’re adding new products or services it’s in the context of improving your brand, beating past presentations of who you are and what you do.