Much like hardware (phone, PC, smart fridge, etc), websites can become outdated, sometimes quickly. This happens at different speeds in different industries. Regular updates bring new functionality to the languages underlying your site, like HTML, CSS, Javascript, PHP, SQL, and so on. These updates bring new opportunities for visual and performance improvements that become essential as they’re adopted by competitors. Similarly, tastes change and a certain level of comfort goes a long way when a visitor navigates your website. Layouts and styles consequently evolve over time.
Maybe this is something you’ve noticed about your own site. Or, everything still looks OK but it’s been a couple years. Is there something you’re missing? Is there some guidance on when it’s time to update your website? And, if so, do you need to start from scratch or can a faster, less expensive “refresh” do the trick?
What We'll Cover
How often should you redesign your website?
You may have seen this answer coming – there is no one-size-fits-all ideal frequency of website design updates. It really does vary depending on a number of factors. These include your industry, the target audience, and your overall goals for the website. We’ve seen some really good designs several years old and wouldn’t change the look unless desired by the site owner.
That said, there are a few general guidelines that you can follow.
Why Redesign a Website: Market Drivers
There are larger trends and considerations to weigh when thinking about any kind of major change to a website. If you don’t have a website, maintaining it may be part of the decision whether or not to start one. There are a couple things to keep in mind at a high-level:
- Your industry: Some industries, such as technology and fashion, change more rapidly than others. If you’re in one of these industries, you’ll need to update your website design more often to keep up with the latest trends and expectations.
- Your target audience: The age and interests of your target audience will also affect how often you need to update your website design. If you’re targeting a younger audience, you’ll need to update your website design more often to keep up with their changing tastes.
- Your brand: A site redesign may or may not alter how you look to your audience. Your site may not currently convey the right emotions or convenience you’re looking for. So, it’s also worth thinking about the upside to how a redesign impacts your brand. However, going too far can mean confusing some repeat-customers who are used to how things are today.
Why Redesign a Website: Technical Drivers
For those with websites already, there are some signs the time might be approaching to give your site an upgrade. Many of these we go over in depth in other posts.
- Slow loading times: If a website takes a long time to load, it may be time to update it. Slow loading times can lead to high bounce rates (people getting frustrated and leaving) which can have a negative impact on search engine rankings.
- Mobile responsiveness: If a website is not optimized for mobile devices and does not provide a good user experience on smartphones and tablets, it may be time to update it. With the increasing number of people accessing the internet through mobile devices, mobile optimization is essential for reaching a wider audience.
- Security: If a website does not have the latest security measures in place, such as SSL encryption, it may be time to update it. An outdated website can be vulnerable to security threats, which can put both the website and its users at risk.
- Outdated content: If a website has outdated or irrelevant content, it may be time to update it. Fresh and relevant content is important for attracting and retaining visitors, as well as for improving search engine rankings. Maybe your services or products haven’t changed. However, what people are searching for online likely has. Even some minor changes to wording, adding images, and formatting changes can improve site traffic and drive conversions.
Evaluate if now is the time
In general – to put a number to it – it is a good idea to evaluate your website for a redesign every 2-3 years. It’s in this time-frame that the above situations tend to crop up. By assessing your site every 2-3 years, and considering a change, it will help to ensure that your website remains fresh and up-to-date. From a minor update to a total redesign, this evaluation is a key first step to ensure your site continues to reflect your brand and your business.
