Your Website Problem Isn’t a Website Problem

Here’s the situation: You tasked your team with redesigning your website. You’ve shared inspiration. You’ve dropped links. And you’ve said things like, “Make it like this.” And still… it’s not quite right. This is where a solid website redesign strategy makes all the difference.

They’re trying, but missing the mark. You’re nervous because the team’s changed direction a few times already. Morale is slipping. And the last thing you want to do is crush anyone’s creative spirit.

So what’s going on?

Honestly… it’s probably not a design problem. It’s a foundation problem.

Let’s unpack that, and offer some ways to reset without throwing the whole thing out.

Redesign fatigue is real, but it’s usually a symptom and not the cause

If the team keeps circling the same pages and layouts without landing on something that feels right, you might be skipping a few steps. A website that feels off usually isn’t a design issue; it’s a clarity issue. Design doesn’t happen in a vacuum; it’s the final layer of a much deeper process. Without a clear story, audience, and structure to guide the work, you’re essentially rearranging furniture in a house that hasn’t been built yet. It might feel productive in the moment, but it won’t lead to something strong, intentional, or lasting. Before you touch another layout, pause and ask: what are we really building and why?

The website process most people skip (but shouldn’t)

Here’s a website truth we live by at Points North: the visible design should be the last 20% of the process, not the first.

It’s easy to get excited about the visual stuff (colors, fonts, layouts), but those should be the final expression of deeper decisions. When you start with design, you’re essentially decorating a story you haven’t written yet. The most effective websites are built on strategy: understanding your audience, defining your voice, mapping your content. Only once those pieces are in place does the visual design actually mean something and resonate with the people you’re trying to reach.

Here’s what it looks like when you don’t skip ahead:

Start with your WHY
Why do you exist? What problem are you solving? What value are you adding?

Know your WHO
Who are you trying to reach? What do they care about? What questions are they asking?

Define your VOICE
What’s the tone and personality of your brand? Are you buttoned-up? Playful? Fierce?

Then map your WHAT
What content do you need? What pages serve what purpose?

From there, you build:

• A site map (the blueprint)

• Wireframes (basic page structure)

• Mockups (design exploration)

• And finally… the actual build

Don’t plan your website directly in WordPress

WordPress is powerful, but it’s built for publishing, not planning. When you jump straight into the build, you skip the critical stages where strategy, structure, and creativity come to life. It becomes about dragging blocks into templates, not asking the big-picture questions: What are we trying to say? Who are we talking to? What action do we want them to take?

Instead, start in a tool that gives you room to think and collaborate:

• Figma – A free, collaborative design tool that’s ideal for wireframes and mockups

• Miro or Whimsical – Great for brainstorming and building visual site maps

• Notion or Google Docs – Easy platforms for outlining content and drafting copy

• Pen & Paper – Still undefeated for quick sketches and low-stakes ideation

By separating concepting from execution, you give your team the chance to explore, test ideas, and align—before the constraints of a CMS box you in.

Morale woes? Reframe the goal

If your team is trying to “make you happy,” the project’s already veering off track. When the unspoken goal becomes pleasing one person, especially a leader, it can unintentionally stifle creativity and lead to hesitation or frustration. Instead, shift the focus to something everyone can rally around: a shared mission.

The goal isn’t to design a site that mirrors your personal preferences; it’s to create a website that reflects the work you do and the value you offer. When the vision is collective and purpose-driven, the process becomes more collaborative, and the end result becomes something the whole team can be proud of.

Then invite your team into that challenge. Host a working session. Buy lunch. Put the Pinterest boards away and ask real questions like:

• What do our clients need to understand in 30 seconds?

• What story are we telling—and does it feel true to us?

Collaboration fuels clarity. And clarity fuels confidence.

Some Tools to Help You Reset (Without Spending a Dime)

• Nice & Serious Website Planning Toolkit – Excellent starting point for structure + strategy

• Core Brand Worksheet – Great for audience, tone, and messaging

• Figma – Collaborative design tool (skip WordPress for now!)

• Miro – Visual whiteboard for planning and brainstorming

And here are some additional reads on team dynamics that might help you give feedback and have honest conversations:

• Why Feedback Feels Hard—and How to Handle It Better
• How to Bond with Your Team While Working Remote
• Your Attachment Style – The Workplace Edition

TL;DR

If your website feels off, it’s not about “making it prettier.” It’s about digging deeper, aligning as a team, and building from the inside out.

Strong leadership means pressing pause, asking better questions, and being brave enough to start from the beginning—even if it means tough conversations.

Trust me, it’s worth it.