Shoes, cars, clothing, phones, the list goes on and on. There is a lifecycle to almost every product you ever buy (expect for maybe gravestones!) Everyone has an idea of how long a product should last.
Some people think that they should have newer editions of products earlier than others, but what about the users on your small business website? What about advances in website technology, search engine updates, and competitor updates?
Based off prior industry knowledge, we think that a good rule of thumb is to have a new website redesigned every three years. Below are four reasons why:
1. Technology has shifted
When I open my laptop my soon to be two year old son will point and say “iPad, iPad” because he thinks that there is no difference between the two. During the time gap between website redesigns tablets and mobile devices may not have been on the radar during the website development stage. Factors such as responsive design and Mobilegeddon now put company websites at a disadvantage.
2. Your business has changed
I have experienced first-hand, while starting a website redesign project, business owners scoffing at the focus of their current websites. There are so many changes that impact an organization in three years’ time that some people can’t relate with their company’s website. If business owners feel that way, can you image the impression that customers and prospects have? Factors such as focusing on new services, phasing out less profitable products / services, changes in buyer behavior, law changes and so much more can alter the target market for an organization. All of the changes and new company initiatives should be reflected on their websites.
3. Both algorithms and the digital landscape has changed
Search Engines and Social Media websites are businesses too! If you think that your business changed a lot in three years, can you image the adjustments these multi-billion dollar industries have made? Whatever tactics a company focused on three, or even longer, years ago have most likely changed. There was a time before the Google Search Console, Google Panda, mobile browsing, and even Social Media sites. Sites such as Periscope may not have been part of your digital marketing plan three years ago because it didn’t exist! Like any other business platforms and algorithms are forever changing.
4. It makes you look dated
This should be the first on the list, but if I was reading this article and saw this at number one I would have skipped the rest of the article because it’s elementary. It’s simple, but a dated look is visible to clients, prospects, and competitors. If there isn’t a schedule for a redesign every three years than it is most likely that competitors are updating their websites during that time and your once brand new website is now one of the last to update during the cycle of your competitors.