Is Your Website Getting Tired? How Often Should You Do a Website Revamp?
Your website is an important part of your brand’s marketing. It’s also a digital entity and the digital world constantly changes. There’s no hard and fast rule as to how often you should update or upgrade your website. The only wrong answer is “never.”
So, a more reasonable question is when should you update or upgrade. Here are some points to consider.
You should do a website revamp when:
Something Happens With Your Business
Your website should have fresh content on it all the time, and a blog post at least once a week is a good idea. We highly recommend continuously updating the content on your site for Search Engine Optimization (SEO) purposes. Keywords are crucial for driving traffic to your website. When it comes to static pages, though, you should update your website when you have new product, or when you have news you want to share with your customers like changes in prices, hours, staffing, locations, and services.
Also, when it comes to branding, if you decide to change your signage and displays, change your website to match so your business has a consistent look (although major branding changes should be thoughtfully considered and not done because of brand boredom).
Testing Shows It’s Not Working For All Users
You should test your website in all popular browsers on desktop computers, as well as both Android and iOS mobile devices. If anything is broken, you need to look into it. Using a good Content Management (CMS), such as WordPress, can help keep this from happening.
Google and website visitors value a good user experience. Because of this, Google will often penalize a site that doesn’t meet their standards. Some of the things you can look for on your site to determine if they are up to par include mobile-responsiveness, site-load speed, and website security.
Does your website work on mobile devices? In September of 2016, Google released an update that “penalizes” websites that aren’t mobile-friendly. Considering half of website traffic comes from users viewing on a mobile device (phones and tablets), it is even more of a reason to ensure your site is updated. Google has a test to determine if your site is mobile-friendly.
Slow-site load speeds is another issue that will deter users from engaging with your site. Additionally, Google will penalize a site that doesn’t load within one second of clicking on the link. Site-load speeds can also be checked with Google’s PageSpeed Insights.
It used to be that small businesses could get away without encrypting their website. Now failing to do so will cost you traffic and Google is planning on blocking those sites altogether (it’s already impossible to get past the insecure site warning) in most browsers. One way to keep your website secure is with an SSL Certificate. Learn more about keeping your site secure by visiting our IT blog.
There are other best practices to keep in mind including a recent strong push to ensure that all websites are accessible, especially to visually-impaired users.
When It Starts to Look Old
Websites, similar to fashion, are subject to going out of style. Fonts go in and out of style, design trends come and go, and site layout can become dated. If your website was made a few years ago and looks like it might be time for a visual refresh to make it look new again. Your customers will notice and appreciate it. This is often around the time that it makes sense to reevaluate the site’s message and structure.
So To Answer the Question… How Often Should You Update Your Website?
As you can tell, that answer depends, however, we have found that on average a website revamp can be done every three to five years to keep things up to date and relevant.
For questions on best practices or information on updating your site, chat with us!