GoKawiilEntrepreneur Op-Ed: Website Redesigns Force Companies to Confront Deferred Business Decisions
An Entrepreneur contributor argues that website redesigns typically start with complaints about outdated design or poor conversion, but the harder work is confronting unresolved business choices—like which audiences, services, or divisions actually deserve priority. The piece notes that sitemaps built up over years often reflect a company's accumulated history rather than a deliberate current strategy, with old pages persisting simply because no one removed them.
GoKawiil's interpretation of the reporting above, not reported fact.
The analysis suggests that treating a redesign purely as a design or marketing project misses its real value as a forcing function for organizational clarity. Businesses that avoid deciding what to cut, the author implies, risk pushing unresolved internal ambiguity onto customers who must navigate it. This framing could encourage leaders to use redesign projects as a moment for strategic prioritization rather than cosmetic refresh.
- A website redesign often surfaces unresolved business decisions beyond design issues.
- Sitemaps can accumulate as historical records of past choices rather than reflecting current priorities.
- Deciding what to remove from a site can matter more than deciding what to add.
Source: entrepreneur.com — Goran Paun, 2026-10-06
Published there as: “Building a Better Website Means Deciding What to Remove. Here’s What to Ask Before You Start.”
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