How Often Should You Refresh Your Company’s Website?

Your company’s website is usually the first point of contact between your business and potential customers. But how often should you refresh or redesign this essential digital asset?

At Rare Bird, we pride ourselves on creating outstanding websites that continue to impress and perform long after they’re launched. While they may not be timeless—websites, as we know them, have only existed for a quarter-century or so—our efforts usually endure and prove useful for many years. In fact, we might be doing ourselves a disservice by making them so good, but as the most trusted marketing firm in the Midwest, we believe in putting our clients’ needs first, even if it means creating websites that remain effective for longer periods. (Don’t worry: We usually earn other types of marketing work from them in the years between major website projects.)

Much like when the cobbler’s children end up going barefoot, we’re only now (slowly) redesigning our own website after many (many!) years. It’s a common scenario in our industry, actually. We’ve been so focused on delivering top-notch results for our clients that our own digital presence has taken a back seat. This process of updating our own site has been a valuable reminder that even the most enduring websites benefit from periodic refreshes.

Let’s explore why updates matter, who should care, and how to approach the process.

Why Does a Fresh Web Presence Matter?

Simply put, an outdated design can make your company appear stagnant or out of touch. Web design best practices evolve rapidly, and regular updates ensure your site remains user-friendly and accessible. Moreover, search engines favor websites that are regularly updated and use current best practices, impacting your SEO performance. As technology changes, new web technologies can improve site speed, security, and functionality. Additionally, as your company grows and evolves, your website should reflect your current offerings and brand identity.

Does Anyone Really Care About That Stuff?

Customers expect a smooth, intuitive experience when interacting with your brand online. Employees benefit from an up-to-date website, as it can boost morale and make it easier for staff to refer clients to online resources. Investors often view your website as a reflection of your company’s health and forward-thinking approach.

Also, your competitors are likely updating their sites regularly to stay competitive, making it crucial for you to keep pace. Search engines use site freshness as a ranking factor, too, which can directly impact your online visibility.

How Much Can Change in a Few Years?

In just a few short years, relatively speaking, we’ve seen mobile users overtake desktop users, which then created the need for responsive design. Voice search has risen, impacting SEO strategies, while AI and chatbots have become common for customer service—not to mention Google’s reliance on (and preferential treatment) of its AI Search results just this year.

Video content has emerged as an essential tool for engagement, and page speed’s role as a ranking factor is ever-more important. Accessibility standards—something we excel at addressing for clients who might be resistant to the idea—have also become more stringent, as websites are now required to be usable by people with a wide range of abilities.

How Should It Be Done?

Regular audits and reviews of your website’s performance, user feedback, and competitors’ sites are a good place to start. Not every refresh needs to be a complete demo and do-over; incremental updates can keep your site current without requiring a massive overhaul.

Gather feedback from actual users to ensure your updates are meeting their needs and expectations. Make data-driven decisions by using analytics to inform which areas of your site need the most attention.

Of course, it’s also a good idea to make sure any planned updates consider the mobile experience, which is increasingly important. When redesigning, be sure to preserve SEO by maintaining your SEO structure to avoid losing any ground you’ve gained in search rankings over the years.

Conclusion

While there’s no one-size-fits-all answer, most experts recommend a significant website refresh every 2-3 years, with smaller updates happening continuously. Our web designs often stay useful for 5-7 years or longer, depending on the industry. By staying proactive with your web presence, you ensure that your digital front door is always welcoming, functional, and aligned with your business goals.

Remember, a website is not a “set it and forget it” asset. It’s a living, breathing representation of your brand that can be accessed by anyone with a smart phone at a moment’s notice. Treat it with the care and attention it deserves, and it will reward you with engaged visitors, improved conversions, and a stronger online presence.

For more than two decades, we’ve helped businesses across industries refresh and revitalize their websites to stay competitive and drive measurable results. Are you ready to learn how we can help your business?

Let’s talk

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