Australian entrepreneur and founder of Rubix Studios. Vincent specialises in branding, multimedia, and web development with a focus on digital innovation and emerging technologies.
Table of contents
A website should be reviewed and redesigned every two to three years. In that time, design standards, user expectations, search engine algorithms, and browser technology change significantly. A redesign ensures the site remains functional, secure, and aligned with current business goals.
Businesses looking for better performance over time should consider a growth-driven design (GDD) approach. This model prioritises continuous improvements through ongoing analysis of user data, allowing updates based on performance rather than fixed redesign cycles.
Redesign
Regular redesigns improve user experience, search engine visibility, and technical performance. The following are primary reasons a website may need a review.
Credibility
A modern website reflects professionalism and authority. An outdated interface may lead users to question the credibility of your business. Redesigns are an opportunity to update branding, layout, and visual hierarchy.
Compatibility
Over 50% of web traffic originates from mobile devices. A responsive design ensures usability across all screen sizes. Sites that do not perform well on mobile risk losing engagement and visibility in mobile search results.
Performance
Older websites often rely on outdated code and plugins, resulting in slow loading speeds. Site speed is a ranking factor in Google’s algorithm and directly impacts user retention. A redesign optimises performance by removing obsolete code and upgrading technologies.
Search
Search engine optimisation standards change frequently. Redesigns allow for implementation of updated SEO practices including structured data, on-page keyword strategy, and improved metadata. This ensures the website remains discoverable in search results.
Messaging
A website must communicate its value proposition clearly and immediately. If content is vague, cluttered, or overly technical, visitors may not understand what is being offered. A redesign allows for restructured messaging that prioritises clarity, relevance, and engagement.
Structure
Content must be accessible and well-organised. Websites that accumulate excessive or poorly arranged content over time make it difficult for users to find information. Redesigning enables a review of content strategy, structure, and navigation flow.
Security
Web security protocols evolve rapidly. Legacy plugins, themes, or frameworks may expose the website to risk. A redesign updates all core components to current security standards and reduces the chance of a breach.
Channels
Social media and third-party platforms should be integrated into the website. Features such as embedded feeds, social login, and cross-posting tools support better engagement. A redesign ensures the website uses these functions effectively.
Workflows
New tools and integrations can improve internal workflows. Automation of content updates, lead generation, and analytics reporting saves time and increases accuracy. Redesigning the website enables implementation of these tools.
Opportunities
Websites should not only inform but also generate leads and insights. If the site lacks lead capture forms, user tracking, or testing mechanisms, its value is limited. A redesign enables the implementation of tools such as A/B testing, heat mapping, and goal conversion tracking to support business growth.
Growth-driven design
Growth-driven design is a performance-based approach that replaces periodic overhauls with regular, data-informed updates. It begins with a minimal viable version of the site, followed by continuous improvements informed by user data and business needs.
Advantages:
- Faster time to initial launch.
- Lower upfront cost.
- Flexibility to test and refine content.
- Alignment with evolving customer behaviour.
GDD is suitable for businesses that require flexibility and measurable outcomes in their digital strategy.
Recommendations
- Review the website every 12 months.
- Redesign the website every 2–3 years.
- Transition to growth-driven design for continuous improvement.
- Monitor performance metrics monthly using analytics platforms.
- Audit mobile usability, SEO, and security quarterly.
A well-maintained website supports business growth through improved usability, higher visibility, and enhanced security. If your current site has not been updated in over three years, it is likely underperforming. A scheduled redesign or a shift to growth-driven design ensures your website remains effective and aligned with business objectives.