It’s logical to think that once something is built well then it should last forever. In the world of website design this statement does not apply. Even if you are an expert web design business you will eventually need a redesign after a few years.
There are many factors that lead into an outdated website from broken links to poor navigation. Even if you love the design of your website, the primary function should be to convert searches to customers.
The average lifespan of a website is around 2 years. While this timeframe can give you basic guidance it cannot out right tell you when your website becomes outdated. Depending on the industry and company several factors will determine when it does. You may be asking yourself well how do I determine this? Well it can be helpful to look at the common changes in any marketing strategy to determine when a website update should be done.
Small increment updates can help your website keep up with the times. This can be anything from updating a logo to a higher quality. Knowing how changes in technology have negatively impacted user experience, and when it’s time to refresh. If a user finds the site even mildly difficult to use or poorly formatted then you are missing out on conversion opportunities. Users won’t stick around for sites that load slowly or that have poor navigation.
Depending on your industry the pace of change can be varied. Big companies might go as far as to redesign a page for a day in order to make a statement but this just shows how you can’t fall behind the times when it comes to web design.
In most industries mobile devices are the most common technology that users will discover you on. Therefore your website will need to be accessible on smartphones and if it’s not your are almost guaranteed to lose leads. While having a website that is accessible on smartphones your website will also need to function the same as a desktop. This means the website will need to move smoothly, have clear navigation and fewer moving elements to ensure the website is built for fast pace mobile use.
There is no correct answer to when you should refresh your website, but more so making sure it’s with the times. Keeping an eye on external factors that dictate your customers experience while also remaining aware of what solutions will best work for you. Regardless of how happy you are with your website it will eventually need a redesign.