Don't let your website grow a beard – it’s a like a storefront, you have to keep it fresh. Build a new one every four years (or sooner)
If you are a marketing executive you are probably reviewing your website content at a minimum once a month with your team or agency. If you are managing a website as a part of a larger organization you should be having this conversation with your team every week (even daily if it is an e-commerce site). By the same logic, you should do a technological audit of your site, discussing its performance, (speed, SEO, functionality). Your branding is essential as well. Building or rebuilding your website is a serious project and can take anywhere between two to six months, depending on the complexity and how prepared you are for it.
The rate of technological change on the Internet is fast-paced and tremendous. Google updates its algorithm anywhere between 500 and 600 times a year – this is almost twice a day. Most of these changes are minor but in the period between 2018 and 2023 there were fifteen Google algorithm core updates and each of those had a severe impact on how websites are indexed and ranked. Bing has lately undergone even more radical change with the implementation of AI technologies like Copilot.
This is not Zara's “fast fashion speed” with 21 seasons in one year, but the consensus amongst marketing experts is that the rate of change is so high that you could relate one “human” year to seven to ten “Internet years”. This concept is similar to “Dog Years” – but for your website.
Q: How often should I rebuild my website?
A: It depends on your website type.
If your website is over five years old, you really should be working on a new one. Start working on rebuilding your website immediately. See how we can help.
Security Vulnerabilities and Regulatory Compliance Issues – if you expose your visitors to potential fraud, identity theft, or Internet security issues, you should build a new website. If operating your website can lead you to incur legal and financial penalties – (like GDPR in Europe) you should build a new website. If your SSL certificate is out of date Chrome will potentially not even display your website or your website will be blocked at DNS level.
Communication and design patterns constantly change – in order for your site to fulfill its purpose it is highly advised to stay up to date with these trends. Modern websites act more like apps then static websites we used to see in the past.
Lack of Mobile Responsiveness and broken or outdated functionality – if your website is falling apart, be it on desktop, mobile, or tablet, or in different web browsers, you need a new website.
Slow Loading Speeds – if your website takes too long to load (ie. more than 3 sec.) you have to address this immediately. Not only will people get impression of technologically backwards brand, but Google may penalize your website rankings.
Poor Search Engine Optimization (SEO) – there are several components of SEO performance and they all work together to form your page rank. Any one of these factors can have a big impact on your brand website. If your website is poorly optimized in terms of search engines it might position itself down below on SERP (Search Engine Results Page) so it is results same as your web does not exist.
Rebranding or Significant Business Changes – if your website has not kept up with your business growth as you added new services, expanded to new locations, or decided to rebrand or reposition your business you should correct this as soon as possible.
Personal websites hold up best. If you are an artist (singer, photographer, painter) or an expert in your field (expert witness, consultant), and you post regular updates on your website – the design and technology should hold up to three to five years depending on your field of interest. These websites are technologically simple, content-focused, and can get by with minor website design updates for a longer while.
Educational portals are the second most resistant to Internet change. If you can afford it, it is recommended to implement changes every two to four years. You should pay close attention to content management systems, Interactive learning tools, SEO, video, and accessibility standards.
Small business sites should be updated every two to three years. Things to consider and reasons for change are business growth, competitive edge, SEO, and performance. Your small business should always be developing. You will add more services, expand the geographical area your business covers, or introduce a new technology to make your business faster and provide a more secure service. These intense changes in a business should be reflected in your website.
Corporate websites should be rebuilt about every two years. Major challenges in running a corporate website are security and compliance issues, brand consistency, and satisfying stakeholder expectations.
E-Commerce Platform should be rebuilt (or refreshed design wise), at least partially, each or every other year with constant measurements, tests and updates in raising conversion rates, purchase values and revenue. If you have an e-commerce business your website SEO could be getting slammed with every major Google update. Security protocols are essential to keep your website going. Technological Advancements mean that new payment systems, inventory management, and personalization features may require rebuilding. User Experience (UX) will require constant vigilance in order to improve sales conversions and customer retention.
Web Application requires continuous iteration. You are constantly working on improvements based on user feedback and demands, with performance optimization through agile development.
While this idea that Internet years and dog years are the same may sound funny, it is not far from the truth. Your website will constantly need improvement with major overhauls every once in a while. With a 'set it and forget it' attitude, it's only a matter of time before your website is outpaced by technological developments, leading to decreased performance and potential breakdowns. Regular updates and rebuilds are essential to maintain functionality and stay competitive.
Has your website kept pace with the latest technological advancements and business changes? If not, reach out and schedule a meeting to discuss your ideas with our experienced professionals who can help you prepare to overcome all design and technical challenges along the way.
