5 signs your website needs a refresh (not a full rebuild!)

Hey you!,

Today I want to start with an honest statement that sometimes we don't (want to) acknowledge: your website isn't like a fine wine, it doesn't always get better with age (almost never). Technology changes (super fast), design trends evolve, and your business grows. What worked perfectly a few years ago might now feel a bit… well, crusty

But, the real question is, does it mean that you need to scrap everything and start from zero with a costly, time-consuming new website? The answer is: not necessarily. Often, a strategic website refresh is all you need to breathe new life into your website. A refresh typically involves updating the look, feel, and functionality within your existing site structure, rather than starting all over completely.

So, how do we know if your website needs a refresh? Here you have a 5 tell-tale signs:

1. It appears somewhat outdated: Perhaps it still has the feel of something that was "designed in 2018," has old graphics, or simply doesn't look as good as your present brand. Take a moment and give it an honest look:

   • Does it look clunky or unprofessional compared to your competitors?

   • Does the style reflect the quality and personality of your business today?

   • Are you slightly embarrassed to send people there?

If you're cringing even a little, it's time for a visual update (new images, updated colours/fonts, layout tweaks).

2. It’s a nightmare on mobile devices: This is a big one. Pull up your site on your phone right now.

   • Do you have to pinch and zoom to read text?

   • Are buttons tiny and hard to tap accurately?

   • Does the layout break or look weird?

More than half of web traffic usually comes from mobile, so a poor mobile experience isn't just annoying, it's actively driving potential customers away. A refresh must prioritize a smooth, responsive mobile experience. (Remember we talked about those details? They matter HUGE here!)

3. It loads slower than dial-up (okay, almost): Click a page... wait... wait some more. Sound familiar? Slow load speed is a conversion killer. People always expect sites to load instantly.

   • Do pages in your website take more than 2-3 seconds to load?

   • Are image files loading slowly?

   • Does it score poorly on speed tests (like Google's PageSpeed Insights)?

A refresh can tackle this by optimizing images, cleaning up design, and improving animations. (Again, those small details!)

4. People can't find what they need (It's hard to use!): Your site might look okay, but is it actually easy to navigate?

   • Is the navigation confusing or doesn’t make any sense?

   • Do people struggle to find important information?

   • Are your bounce rates high (people leaving quickly after landing on one page)?

If users feel like they need a map and compass to get around, a refresh focusing on simplifying navigation and improving the user flow (making it easy, like Steve Krug says!) is crucial.

5. It's simply isn’t performing too well: Finally, keep in mind that your website should be working for your business, so take a moment to analyse:

   • Is it failing to generate leads or sales?

   • Are conversion rates dropping?

   • Does it not clearly communicate what you do and why people should choose you?

   • Does your analytics data paint a sad picture?

If your website isn't meeting its goals, is time for a refresh focused on clarifying your messaging, strengthening your calls-to-action, and improving the overall user journey.

Time for a update?

Ignoring these signs means potentially losing business and damaging your brand's credibility. The good news? A targeted website refresh can often fix these issues effectively without the budget or timeline of a full rebuild, giving your online presence the boost it needs.

Feeling like your site might be showing some of these signs? Let's chat about how a strategic refresh could help!