So, how far do you go?
This all depends on the impact you want (the more you do, the bigger the impact should be) and how long it has been since your site was last given some real TLC. In order to know where to start, you will need to have an in-depth review and audit of your current website. Look at both the front and back end and see what works, on a technical, visual and business level. The key is to think long term, research and plan. Take baby steps, it won’t happen overnight. If time or finances are tight, prioritise what needs to be done to get the site to a place that functions correctly against your key web goals. Traffic? Target your user experience and key words. Conversion? Get that content up to date with a call to action.