One of the top Web sites in the U.S. just got a redesign and it’s impressive. CNN launched a radically different approach to the online news experience. And the most notable difference is the customizable information on the Site like weather and sports scores. The Site is also loaded with video.

One key motivation for the redesign is that Site studies showed that very few visitors went beyond the homepage of their previous Site. It’s obvious that the CNN team put a lot of thought into their new product. It’s inviting, easier to navigate, more content and well designed. Personalization features are a nice touch with the introduction of “NewsPulse” — a feature that allows you to reorganize news stories by subject, correspondent or keyword. It’s all about consumer relevance . . . right?

We’ve been getting a lot of calls lately from businesses that want to “explore” a redesign of their Site. Most believe a redesign requires returning the Site to a blank screen and starting over, which isn’t always the case. At Catalyst we have adopted the belief that everything online is in “beta” meaning that they’re in constant change. A stagnant Site loses traffic. As we have learned in this Web 2.0 world new content and two-way engagement with your Site visitors is critical to build a stronger Web presence.

When redesigning a Web site you should consider several key points:

1. Re-define your goals for the Site. Don’t redesign your Site because your competitor across the street just launched a new Site. How will a redesign benefit your business? Are you experiencing traffic loses (analytics)? What can be improved to help your business?
2. Do some research. Analyze your Web data (analytics) based on the traffic to your Site. Solicit feedback from your Site visitors. Also, take the time to learn more about your target audience, their needs and expectations.
3. Audit your content. This is a good time to review the copy, photos, forms and other information on your Site. Is it still relevant? Is anything outdated? Does it still speak to your target audience?
4. Is your Site SEO friendly? Evaluate your Site’s Search Engine Optimization for keywords that are no longer relevant. Do you have tags that are missing? What are some other tactics to help boost your ranking?
5. Are you living your brand? Is your Site consistent with your overall branding strategies? This is an opportunity to make sure your Site reflects your brand.
6. Do you need a compass? Sites must be functional, which includes their navigation. A cluttered and hard to navigate Site is the quickest way to lose a visitor. Think of the navigation as the road map to your Site. Without it visitors will become lost and frustrated.

These points will help you better understand the value of a redesign. In some cases you need to redesign the entire Site while other scenarios may only include a part of it.