We’ve undertaken many a website redesign in our time and it’s not something we shout about enough (but now’s our chance!). Did you know the marketing and digital industries widely accept that it’s best practice to redesign your website every two to three years, and this is largely because technology moves so fast these days. Tech shifts and behaviour change are causing websites to age quickly, and you have to keep up – or risk losing business.
Don’t be fooled into thinking that a redesign is just an aesthetic exercise; it’s very much an upgrade to your entire system, in response to modern user behaviour. But of course we can build in a modern, on-brand look and feel for you too. The ideal website performs (meaning it’s responsive and fast), it builds trust (through content that addresses your audiences’ pain points) and encourages action (by being intuitive to your users’ needs).
Maybe your website looks and feels fine to you, but analytics tell you that traffic and engagement isn’t what it used to be? These could be signs that it’s time for a redesign. Here’s a few more to look out for.
When is it time to redesign your website?
We’ve been redesigning websites for a while now. So, we can usually spot when a redesign is required, right away:
Performance issues
Slow load times, a poor mobile experience, and outdated integrations are frustrating and displeasing to users. Load time is a biggy – with recent research by Shopify showing that the chance of a user leaving a webpage increases by 32%[1] if they have to wait three seconds for it to load. Go beyond that three second load time and 53% of users will click away, according to Google[2]. Clueless about your website’s load time? You can check it for free, here.
Website security
Legacy versions of CMS platforms can quickly become a liability. Once they hit “end-of-life,” security patches and compliance updates stop coming through. For example, Umbraco v.8 support officially ended earlier this year, leaving many businesses exposed. Running with a CMS in this state often forces an unavoidable upgrade conversation — which is the perfect time to align a platform update with a wider redesign.
Your business has evolved
If you’ve changed key elements of your brand, your offer, how you do business, or started catering to new audiences – you might require a redesign. Your website is your shopfront, whether you use e-commerce or not, so it has to reflect your business accordingly.
Accessibility and compliance
Accessibility is increasingly becoming a requirement in website briefs – particularly for organisations in the public and third sectors. Older designs that don’t meet baseline Web Content Accessibility Guidelines (WCAG) are strong candidates for a rethink. A redesign helps bring your site up to modern-day standards and ensures a positive user experience for everyone, including people with impairments.
Conversion is dropping
If you’re seeing a drop in your measurable metrics like leads, sales, and engagement – this is a sure sign that your website isn’t performing as it should. Conversion is the golden ticket to business success, and your website should be a tool to help you with that.
Competitor insight
If your competitors’ websites feel fresher, faster, and easier to use, there’s a business case for closing that gap. Falling behind in keyword rankings, organic traffic, or failing benchmarks like Google’s Core Web Vitals can threaten your market share.
Modern design
If you or others are looking at the website and thinking it’s dated, off-brand, or has a ‘stocky’ feel with lots of generic imagery – it could be time for a change. Don’t settle on your own opinion though, canvas others; even better, canvas your customers; and make decisions based on the data you collect.
Search visibility
If you’re seeing a continued drop in your search traffic, you might have outdated SEO that needs a refresh. Yes content plays a part, but so do numerous technical elements of your website. A redesign can often help you win back that search traffic by simply offering an improved user experience in line with modern standards.
What are the risks of not redesigning?
People form impressions quickly when browsing a website – if it looks outdated, they may assume your business is too. This doesn’t just hurt your credibility, it quietly tells potential customers, “we’re behind the times.” And don’t forget outdated plugins and CMS are a security issue too.
Avoiding a redesign also affects other parts of your marketing. Spending money on ads and campaigns that drive people to a clunky, hard-to-navigate site is like throwing money down the drain. As is patching up an old site with endless fixes; a proper redesign can be more cost effective in the long run.
Liam Stevenson, our Digital Marketing Account Manager, commented:
“When a business tells me they think they might need a redesign, they usually do. By the time a site starts to look a little outdated, the technical elements that affect functionality, speed, security, and user journey are usually outdated.
Beyond being a marketing tool, it’s too vital a piece of your business to neglect.”
Website Health Checklist
Not sure if your business website is still working hard for you? Use this quick checklist to see if it’s time for a refresh:
- Your site loads quickly (under 3 seconds) on both desktop and mobile.
- Your website is fully mobile-friendly and easy to use on smaller screens.
- Your content is up to date and reflects what your business offers right now.
- Visitors can clearly see what action to take when they land on your site.
- Your website looks fresh, modern, and visually appealing.
- You’re confident your site reflects your brand and holds its own against competitors.
- All links, forms, widgets, and plugins work seamlessly for customers.
- Your website integrates smoothly with other platforms you use, such as CRM systems.
If you spot two or more gaps on this checklist, it could be time to update or redesign your website. Chat with our knowledgeable team if you’d like guidance on making the right move!
[1] https://www.shopify.com/uk/blog/website-load-time-statistics
[2] https://scientiamobile.com/53-of-mobile-site-visitors-abandon-if-it-takes-more-than-3-seconds-to-load-page/
