How often should you redesign or rebuild your website?

If you ask the experts, you get differing opinions mostly starting with…”it depends on!” But more often than not , in 2-3 years you will be looking to re-do your website.

Websites don’t last forever. Without consistent upkeep, sometimes they barely even make it three years! The rapid change of web technology can overtake what was once state-of-the-art and reduce a website to a quaint relic in pretty short order, which is why it’s so critical to realistically consider the “shelf life” of your website when you first build it.

There are many things to consider when thinking of the longevity of your website.

-Your business goals have changed.

Business goals change, and if you’re going to have a website that accurately reflects the nature of your business, it needs to be as current as your latest business plan. 

-Your site was built for obsolete browsers.

Browser optimization used to be the bane of web developers existence. IE6 DARN YOU!!!! But general web standards have come a long way, and with the updated browsers we are in a time of relative stability. But if your website was optimized for these older browsers ( Built 5 years ago or longer. ) there is a very good chance that some aspect of it is dysfunctional or perhaps even completely invisible to many of today’s web users.

-Your site either does not work well or is completely unusable on mobile browsers.

In November of 2016 for the first time in history, more users accessed the web from mobile devices like smartphones and tablets than they did from desktops or notebooks ( 51% ). The growth of the mobile industry is unprecedented and will certainly have an impact on your business and affect the way clients/customers reach you. On top of this Google is now using sites mobile friendliness  as a ranking factor. Soon, mobile will no longer be a peripheral web platform. It will be the primary one. So preparing for this now is a must. 

-The content needs of your business have out grown your current website.

Most B2B marketing websites rely completely upon content-driven pull marketing. Clearly, if you know you need to change your digital marketing strategy to lead with web content and are hindered by an outdated website, you need to start there. But perhaps you built your last website around a content strategy that has proven ineffective. Now, after evaluating the failure of your PDF-filled resource library to attract interest, or your offsite blog to deliver valuable traffic to your main hub, you know you need your site to be a centralized repository for frequently updated, written, indexable, engageable content. To make that happen, it’s likely you’ll need to start from scratch, making sure that every aspect of your site functions in accord with its new purpose.

-Site is lacking lead generation.

A website’s purpose is to get the necessary information to your customer/client base. And hopefully out of that connection generate leads for your business. If your site’s only point of engagement is a generic “Contact Us” form, you’ve got a lot of work to do. If you dedicate some time to developing personas for your website, you’ll likely begin to see how their influence will reach all the way to its core and demand that you rethink and rebuilt it from the ground up. As soon as the prospect becomes part of the website planning process, it’s as if you have a real, live, new member of your web team who’s influence cannot be ignored.

-The site suffers from the Frankenstein Syndrome ( My personal favorite ).

Many businesses invest large amounts into their websites with the false expectation that it’s a one-time expense. But as technologies rapidly change, forcing their own expectations for how the website fits in to their operation to change as well, they try to manage that change as inexpensively as possible. These can range from the kind sprawl that turns once orderly websites into a jumbled mess, to the even more common “just tack it on”  that makes web-pages look like the Vegas strip, with numerous blinking features all demanding equal user attention with no sense of hierarchy or order among them. The point is that sometimes a refresh is just what is needed to ensure that your website portrays a unified voice and supports the best experience for users.

 

These are issues that are bound to happen to any website, particularly if left alone for too long. The good news is that none of them are unsolvable. If you need help with a problem with your site or want more information about what it would take to rebuild or redesign the site? We can help!