5 small steps for you, one giant leap for your website: How to turn a good site into a great one

When destination marketing organizations (DMOs) approach website design with intention and authenticity, they can better connect with travelers at every stage of the journey. However, it’s easier said than done.

The key is to balance strategy, creativity, and execution — and our industry experts broke it down into five straightforward steps for you.
 

Step 1: Start with a clear vision

A successful redesign begins long before mockups or development timelines.

Defining goals and objectives establishes direction so that every decision can tie back to measurable outcomes. Are you aiming to increase bookings? Improve mobile engagement? Better serve partners? Your answers will shape everything from site structure to content strategy.

To align your redesign with your DMO’s mission and brand identity, consider the core story your destination wants to tell, your primary audiences and their needs, and which actions you want users to take on your site.

A clear vision will take you one step closer to ensuring the final product delivers on both user expectations and organizational goals. If you want to explore what’s needed to craft your game plan, check out our blog, “The power is in the prep work: How DMOs can prepare for a successful website redesign.”
 

Step 2: Audit your current website

Always take a close look at what you already have before building something new. Your current website holds valuable insights into what resonates and what doesn’t. A thorough audit will make sure your redesign is rooted in real data.

Start by evaluating top-performing pages, traffic sources, bounce rates, and conversion paths. Review which content drives engagement and which pages are underperforming. Having this background knowledge is key to making improvements where they matter most.

User feedback serves as a helpful tool at this step. Gather real-world insights from your target audiences through surveys, stakeholder input, and customer service interactions; what you learn should be the building blocks to a more user experience-focused site.

This process might seem daunting, but it helps uncover both strengths to build on and gaps to address. Maybe visitors are struggling to find key information, or perhaps high-value pages lack strong calls to action. Let these findings inform your strategy.
 

Step 3: Assemble the right team

A seamless redesign is a team effort. Bringing together the right mix of expertise ensures that your project is executed efficiently and effectively. Key roles typically include:

• A project manager to oversee timelines, budgets, and coordination.
• Designers to create intuitive, visually compelling experiences.
• Content creators to craft engaging, SEO-friendly copy and media.
• Decision-makers and stakeholders to guide strategy and approvals.

The right collaboration amongst the right team is the ticket to success. Early establishment of responsibilities, clear communication channels, and expectations for feedback and approvals will go a long way. Remember that regular check-ins can prevent bottlenecks and ensure everyone stays aligned from kickoff to launch.
 

Step 4: Prioritize an authentic design

Authenticity is what sets your DMO apart in a crowded digital landscape — meaning your website should feel as unique as your destination. Travelers that land on the homepage should get a glimpse at the personality, culture, and experiences that define your city or town.

To create meaningful impact:

• Use high-quality visuals that showcase real experiences and local perspectives.
• Tell compelling stories that highlight what makes your destination special.
• Ensure your tone of voice aligns with your brand and resonates with your audience.
• Make content accessible, inclusive, and easy to navigate.

Investing in the right design for your destination is investing in its success. Here are our creative service experts’ top four non-negotiables when it comes to web design that positively impacts visitor engagement.
 

Section 5: Test, launch, and iterate

Right before launching is the time to test the usability of navigation — including load times and link clicks — both on desktop and mobile. You want your stunning new site to make a great first impression to reflect the months of hard work your team put in.

Like most tasks at a DMO, the work doesn’t stop once the project is labeled “complete.” Testing will remain a critical step in delivering a seamless user experience after the site is built. Savvy DMOs treat their websites as living platforms — always monitoring performance, tracking user behavior, and gathering ongoing feedback. This continuous improvement is what turns a good website into a great one.

The website redesign journey doesn’t have to be overwhelming. In fact, it can be one of the most rewarding opportunities to redefine how your destination shows up online.