Redesign a SaaS marketing site when GTM outgrows a brochure: add durable page types for pricing, docs, changelog, and use cases, not another hero animation.
I wrote the long version because teams keep treating this as a slogan instead of a sequence. The short version is still useful: decide what the page or site is actually for, then protect the URLs, the offer, and the HTML Google can fetch.
What this actually means
SaaS website redesign when a brochure cannot hold pricing, docs, changelog, and persona pages. Page types first, campaign patterns second.
Most of the damage I see is not a missing plugin. It is a missing owner. Someone redesigned the template, dropped a title, hid the copy behind a click, or launched without a redirect map. Then they asked why traffic moved.
The parts I would not skip
- A brochure cannot host a real GTM motion. You need page types, not a nicer blob.
- Pricing, docs, and changelog are durable URLs with owners, not leftover categories.
- Persona pages only exist when the job, proof, and language are actually different.
- Campaign landing patterns are for campaigns. Do not strip the whole product site down to a form.
If you only do one thing, do the inventory first. Crawl the current site. Export Search Console. Write down the URLs that already earn clicks or conversations. Those pages are the contract. Everything else is decoration until that list is safe.
How I would use this
I treat this as a working note, not a manifesto. Use it before you hire, before you migrate, or before you open a new design file. If the current site already works, do not blow it up for a moodboard.
This is an adapted version of a longer guide. The full walkthrough, examples, and implementation notes live on my site.
Read the full article: SaaS Website Redesign: When Marketing Outgrows the Current Site
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