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Toronto-based boutique agency specializing in web design and development, identity and print design.
Oct 14

How often should I redesign my site?

That website that hasn’t been redone in ten years – you know the one. It makes the company look like a dinosaur, and gives you the sense that their products and people are just as out of date. Companies that don’t redesign their sites regularly run the risk of looking out-of-touch and unprofessional, and alienating potential customers.

But even if your site isn’t ten years old, it can still have been around long enough to feel stale. We recommend updating your site every three to four years – more often if you can. It helps to think of your site not as something that’s “finished,” but as a work in progress that’s always being tweaked and improved. Here’s why you should redesign regularly:

Because users expect a good experience. Great site design has come a long way in terms of usability and accessibility. By incorporating the latest and greatest UI into your site, you’ll wow your customers with an easy, intuitive, enjoyable experience.

Because SEO best-practices are always changing. New Google algorithms can change the game, and you need to roll with the changes by updating your optimization practices. And the role of content has really evolved; customers need a reason to come back to your site. Engage them by incorporating a blog, video, photos – even user-generated content.

Because design trends come and go. Colours and layouts go out of style, just like last season’s fashions. Users recognize great design – and an out-of-date look won’t do anything for your brand.

Because new technology is always being developed. Right now, it’s all about responsive design. As more and more people use mobile devices to connect, sites have to look great across screen sizes – without resorting to annoying and limited “mobile-only” designs. Sites that aren’t responsive are being penalized by Google, and ignored by customers who can’t access the information they need when they need it. What will the next innovation be?

Because your business evolves. Your biz probably isn’t the same as it was five years ago – your site shouldn’t be either. Make sure it reflects your evolving brand and product offering.

Your site is the face of your company. If it isn’t current, your company won’t appear that way either. If you plan to update your site regularly and budget for it (treat it like an investment instead of an expense) you will always have your best face forward online.