How Often Should You Change Your Website and Why?

How Often Should You Change Your Website and Why?

Website first impressions last. If your visitor hates your design and/or the experience, they’ll never return. Consider your cadence to make any type of website changes forever (as long as you are in business)

3 levels of change:

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Website Refresh - think of this as a new wardrobe makeover for your website

Website Refresh

Website Refresh – think of this as a new wardrobe makeover for your website

Design

  • Brand consistency and all pages and landing pages
  • User-friendly, don’t go overboard with modernity

Content

  • Out with the old, in with the new
  • Repurpose and expand e.g. make videos out of your infographics
  • Stay relevant as far as what your ICP consumes.

Responsiveness updates

  • new “refresh” design and UI must pass the browser accessibility test on all different screen sizes

SEO update

Integration optimization

Browser compatibility check-in

Cost Level: $

Frequency: Monthly or quarterly

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Website Redesign - This is typically a time when marketing invests in a design agency to rebrand or update the brand. This is when you bring more :fire: into the design.

Website Redesign

Website Redesign – This is typically a time when marketing invests in a design agency to rebrand or update the brand. This is when you bring more fire into the design.

  • New brand and style guidelines e.g. colors, logo usage, graphics, fonts and user interface

Everything includes in a “Refresh”, but will require more planning and cycles since a redesign is a major change.

At this level, you should think of an A/B testing strategy. Landing pages and block designs are an easy way to incorporate design variations.

Cost Level: $$ – $$$$

Frequency: Once a year – every two years website trends change more frequently

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Website Redevelopment

Website Redevelopment

Website Redevelopment

Time for a technology upgrade

  • CMS lift and shift. Scalability and security are the two main motivations
  • All requirements in a website redesign, but user experience and conversion optimization becomes a key goal
  • Security enhancements protect the website from potential vulnerabilities
  • Third-party technology integrations

Cost Level: $$$ – $$$$$

Frequency: Every 2 – 3 years

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