Should You Redesign or Optimize? A Website Health Checklist

Your website should be your best salesperson. But if you’ve been wondering why it’s not generating leads or showing up on Google, it may be time for an update.

The big question is: do you need a full website redesign, or can you just optimize what you already have?

This guide is for business owners, marketers, and service providers who are trying to figure out which path to take. We’ll walk you through a simple, beginner-friendly Website Health Checklist, share expert website optimization tips, and help you understand what SEO is and how it helps your website rank on Google.

By the end, you’ll know exactly what your site needs, and how Perlee Digital can help you make it your #1 lead generator.

SEO (Search Engine Optimization) is the process of improving your website so it ranks higher in organic (unpaid) search engine results—especially on Google. It includes techniques like optimizing your content with relevant keywords, improving site speed, making your site mobile-friendly, and earning backlinks from other trusted websites.

 When done well, SEO makes it easier for people to find your business when they search online. If you’ve ever wondered how to rank on Google, SEO is your answer.

And the good news? You don’t need to know everything to start.

Think of it like fixing up a house.

• A Redesign is like a full renovation – you’re redoing the structure, layout, design, and maybe even the messaging.
• Optimization is like upgrading what you already have – cleaning things up, replacing broken parts, and making it more efficient.

Both have their place. The key is knowing which one your site really needs.

Use this checklist to evaluate your website and determine if it needs a complete rebuild—or just a strategic tune-up.

You Likely Need a Redesign If…

• Your business has evolved.
  You’ve changed your products, services, or target market, but your site still speaks to the old version of your business.
• Your branding or messaging is inconsistent.
  The design feels outdated, your copy is unclear, and your site just doesn’t “feel right.”
• You have broken links or outdated pages.
  Dead pages hurt both user experience and SEO.
• You’re rebranding or changing your name.
  A new brand deserves a fresh start.
• Your website is hard to navigate.
  If visitors can’t find what they’re looking for quickly, they’ll leave. Google notices that.
• You’re not ranking in search engines. even for your business name.
  That’s a major sign something’s broken under the hood.

A redesign may sound like a big investment, but if your site no longer reflects your business–or if it’s just plain broken–it could be the best move you make.

• Your site looks good and reflects your brand, but:
• You’re not getting leads or traffic.
• Your content isn’t showing up in search results.
• You’re running ads or social media campaigns, but they’re not converting.
• You work in a complex industry.
  Your audience may need more education before they’re ready to buy. That’s where SEO content like blog posts and FAQs can help.
• Your site is mostly working, but could be working harder.
  Small, focused improvements may boost performance without a full redesign.

If that sounds like you, you’re a great candidate for website optimization.

If you don’t need a redesign, here are five beginner-friendly website optimization tips to help you boost traffic, generate leads, and improve your overall SEO.

1. Use Keywords Strategically

Research what your target audience is searching for, and include those keywords naturally in your headlines, paragraphs, and image alt text.

Example: Instead of just “interior design,” use long-tail keywords like “affordable interior design for small homes.”

2. Create Helpful, Evergreen Content

Your site should answer the most common questions your customers have. Add blog posts, guides, or case studies that stay relevant over time.

3. Improve Page Speed and Mobile Experience

Google rewards fast, mobile-friendly websites. Test your site using Google PageSpeed Insights and optimize accordingly.

4. Optimize Metadata and Headers

Write clear, keyword-rich meta titles and descriptions for each page. Use H1s and H2s that include keywords like website marketing or how to rank on Google.

5. Add Internal Links

Help visitors (and Google) navigate your site by linking to related blog posts, service pages, or contact forms throughout your content.

At Perlee Digital, we’ve helped brands large and small turn their websites into lead-generating machines using thoughtful strategy and proven results.

Here’s what makes us different:

• We focus on organic SEO.
  No gimmicks. No paid ads. Just real, high-quality content that builds trust and authority.
• We’ve done it before.
  In just 3 months, we helped Park Tavern in Atlanta rank 4th on Google for “sports bar”–a keyword with 673,000 monthly searches.
• We don’t push what you don’t need.
  Our team will assess your site and give honest recommendations, whether that means optimizing your existing site or starting from scratch.
• We believe in the power of strategy and simplicity.
  Good SEO is about clarity, consistency, and creating real value for your audience.

Still unsure whether to redesign or optimize?

• Go through the checklist above
• Review your site honestly
• Then, schedule a free consultation with Perlee Digital

We’ll help you assess your current website, clarify your goals, and recommend a path forward that works for your timeline and budget.

Visit our website to access more free resources on SEO, website marketing, and how to rank on Google.

Your website doesn’t need to be flashy; it needs to be effective. Whether you’re starting fresh or improving what’s already there, knowing the difference between redesign and optimization could save you time, money, and missed opportunities.

With the right strategy and support, your site can go from stagnant to unstoppable.