GTM Roundtable: Brendan Hufford + Mark Huber on Website Redesigns

At our user meetup in November 2024, we asked our advisors to share some of their strategies for tackling challenging marketing projects with limited time and resources.

First up, we’re talking about website redesigns. Below, Mark Huber from UserEvidence and Brendan Hufford from Growth Sprints walk us through their tips for website redesigns.

If you’re about to undergo a rebrand, this post is for you.

Mark’s perspective on website redesigns

Well, I didn’t really have a choice when it came to redesigning our site — it was my first task when I joined UserEvidence as VP of Marketing. And I had to do it in just 45 business days.

The main forcing function was that our existing site wasn’t built on a CMS. Because of that, our devs were maintaining it, and it was taking valuable time away from product development.

So, besides finding a way to overhaul our online presence quickly and efficiently, I also had to make sure we were setting a solid foundation for future growth and adaptability in a CMS that my team and I could control ourselves.

Brendan’s perspective on website redesigns

I faced a similar challenge to Mark when I was asked to revamp Sendoso’s site.

After some poking around, I found that we had three major issues to fix — and if they apply to your site, you may want to consider a revamp, too:

1. Lack of clarity on when to buy. Because we weren’t aligned to any key pain points, we were seen as a vitamin, not a painkiller. Plus, prospects didn’t understand at what stage they should consider our solution, leading to confusion and missed opportunities.
2. Perception of being expensive. Without public-facing pricing, potential customers assumed we were out of budget, which deterred them from engaging further.
3. Another tool to manage. People thought integrating Sendoso would add complexity to their already full plates, making them hesitant to adopt our solution.

Mark’s website tips

1. Limit to one chef, one kitchen

Too many cooks slow down the process and dilute the final product.

Yes, you need some sales and customer success input but try to avoid a slow and painful “design by committee” at all costs.

In my case, I made myself and the UserEvidence cofounders the ultimate decision-makers and engaged the two of them early — which helped because we were updating our positioning and messaging at the same time.

Once we aligned on the core elements and had their buy-in, I kept them out of the day-to-day details.

I’d say share updates as needed, but not so much that you fall into the trap of constant oversight. You’ll lose your momentum.

2. Conduct customer interviews

Even though I didn’t have much time to get rolling, I’ve learned from past experiences that relying solely on internal opinions can lead to major misalignment down the line.

So I focused on gathering as much customer feedback as I could early on, and I’d recommend that to anyone undergoing a redesign.

To get a good grasp on how to describe what your product does and how to convince others of its value, ask questions like:

• How would you explain our product to a friend?
• What words resonate with you?
• What problems are we solving for you?

By using the language and insights directly from your customers, you ensure that your website attracts your target audience and speaks directly to the pain point they’re experiencing and desperately want to fix.

3. Share a plan for future phases

This will show your stakeholders that you’re thinking long-term, which builds their trust and reduces the urge for last-minute changes — they know there will be opportunities to make adjustments in the future.

For instance, first I showed them the V1, going from a 5-page site to a 10 - 12-page site that would meet our immediate needs.

Then, I shared a proposed site structure for V2 and even for V3 to give them a sense of what was coming.

By planning in phases, we could focus on delivering a high-quality initial product while keeping an eye on future improvements and scalability.

Brendan’s website tips

1. Remove jargon

Sendoso’s previous site was heavy on jargon and light on substance — and it wasn’t doing them any favors. To get and keep prospects’ attention, your copy needs to speak directly to them.

In Sendoso’s case, they needed to show their audience the common problems that gifting could help solve:

• Generate more opportunities
• Increase response rates
• Boost event attendance

All things CMOs and marketing leaders really, really want.

So I made sure every section of the website tied directly to one or more of those core value props.

That also meant we had to change every CTA from some vague prompt to a specific action like “Take a tour.”

2. Present actual ROI numbers

Saying, “We increase ROI,” doesn’t build trust with your audience — real numbers do.

Talk to your success team to get impactful metrics to share on the site. Highlight your best customer stories, ideally from big-name customers, to pack even more of a punch.

At Sendoso, we put Gong’s case study front and center for extra credibility.

3. Leverage social proof

People want to hear from other people who have the same role and see value in your product. So pick your quotes strategically.

Replace generic stock photos with real people from recognizable companies right next to a quote of them singing your praises. It helps prospects see themselves on your site.

At Sendoso, we weaved in testimonials that specifically discussed how easily the product integrated into existing workflows, alleviating prospects’ concerns about adding and managing yet another tool in their tech stack.

At UserEvidence

I added interactive demos to enhance user engagement after I felt like the new website was stable.

Some sales team members worried that showing demos online might steal their thunder. To put them at ease, I told them what I knew — that interactive demos:

• Qualify leads better. Interactive demos help attract the right prospects and filter out tire kickers.
• Save them time. By providing a preview, sales can focus on more meaningful conversations with qualified leads.

To make sure that I actually delivered on those promises, I drew inspiration from companies like Klue and Reprise, borrowing their best ideas but adding our own unique spin.

We ended up leaning into our Western roots in Jackson, Wyoming, and launched a demo center we called the “demo ranch.”

Taking a more creative approach not only engaged visitors but also reinforced our brand identity, making the experience memorable and distinctive.

The impact

• Increased engagement. Visitors spent more time exploring our product features, leading to a deeper understanding of our offerings, leading to $258,500 in new pipeline in 6 months.
• Better-qualified leads. We saw an uptick in lead quality, as prospects had a clearer understanding of our offerings before contacting sales. This improvement translated into more efficient sales processes and higher conversion rates — with $18,500 in bookings in 6 months.
• Positive internal feedback. Sharing concrete results with the co-founders during our weekly marketing meetings reinforced their trust in our strategies. The success of the interactive demos validated our approach and encouraged further innovation in our marketing efforts.

At Sendoso

I added CTAs to product tours throughout the Sendoso site. That way, visitors would be encouraged and excited to see exactly how the product worked

Having a hands-on experience demystified the product, showing how it could fit into buyers’ current processes without creating any extra busy work for their teams.

The impact

• Retired free trials. Interactive demos eliminated the need for a potentially problematic PLG motion — gifting platform free trials are particularly susceptible to fraud. With that risk averted, Sendoso can focus on more secure and effective lead gen strategies.
• Increased engagement. About 100 people per week completed the product tour, with 9% clicking through to the demo form. Not only did this demonstrate the effectiveness of our new approach, it also provided valuable insights into visitor behavior.
• Increased revenue. According to their SVP of Marketing, Kacie Jenkins, Sendoso had a record-breaking quarter after the revamp went live, setting the stage for future success.

Mark’s perspective on common pitfalls

1. Not thinking through your analytics

We weren’t on GA4 at the time, so I realized post-launch that Google Analytics was tracking traffic from our app.userevidence.com subdomain, and that was skewing our data.

Getting your analytics right from the start will save you a lot of time and effort with reporting down the line.

2. Not thoroughly testing

In a perfect world, I would've done more on-demand messaging testing, with tools like Wynter.

The time constraints in my case made this difficult, and customer interviews helped mitigate those risks. But I would highly recommend adding extra testing to your plans — it’ll help you feel as confident as you can be before launch.

Brendan’s perspective on common pitfalls

1. Not using clear language

Too many companies use taglines that are really vague and too long for customers to internalize.

For example, one on Sendoso’s previous website was something like “Drive deeper connections and ROI with Sendoso's direct marketing.” What does that even mean?

Sticking with simple, clear copy makes it much easier for potential customers to:

• Understand the value of your product.
• Know why they should pay attention.
• Remember it during the evaluation process.

2. Not taking advantage of your CTAs

I said it earlier, but it’s worth repeating: your typical “Get started free” CTA button isn’t telling customers much.

What are they getting started with? What kind of instruction will they get?

Without that extra context and clarity, they’re going to be a lot less likely to take action at all, let alone the actions you want them to take.

Final tips for your own website redesign

It’s totally possible to hit your marks in a short timeframe — if you remember to:

• Stay focused on your customers' needs.
• Involve key stakeholders strategically.
• Innovate with interactive content.

Embrace the challenge, and let your customers guide you to success.

Looking for more Navattic use cases?

Check out the Features and Integrations section of our blog for inspiration.