Why Planning a Website Refresh in 2024 is a Good Idea

Planning-a-Website-Refresh“I like my site, so why do I need a website refresh?”

I’ve heard that said before, and the answer is very simple. Websites do not have the lifespan you think they do. Technology is an evolving entity, and your website is a technological animal. For it to function well, it must be maintained to perform to customer expectations.

Experts recommend refreshing your website every two years, and for good reason. Although you may think of your website as static, sites actually age in their look and performance. You may think your website looks okay. But regardless of your personal preferences, if a website refresh will improve its performance, you need to do it!

A website refresh offers your company many advantages. But still, you may wonder…

What is a website refresh?

A website refresh creates a better version of your current website instead of a brand new one. A website refresh gives your website new life, from how it looks to how it works. Typically, it means making large or small changes in the following areas:

  • Design
  • Content
  • Functionality
  • Search Engine Optimization (SEO)
  • Security

A Website Refresh Gives You Competitive Advantage

Some people grow personally attached to their marketing initiatives, including their website. They may even know it’s time for a change, but they don’t want to let go of the tried and true. One way to compel you or your organization into a website refresh is to think of it not as a change but as a move towards greater competitive advantage.

Everything done to your website in a solid website refresh will make it more engaging and functional. People will find your site more easily, it will load more quickly, and they will spend more time there. Conversion will be easier with an updated, website refresh.

There are many reasons a website refresh can give your company a competitive advantage including…

A better first impression

A website refresh puts your best foot forward with an updated, modern look that is more likely to outshine the competition. Experts say people form a first impression of your website in just fifty milliseconds, and their first impression is formed from the design itself.

Most websites are built with a design template that dictates the appearance of the site. Changing the design template gives your site, and by extension, your company, a fresher look. As humans, it is common for us to judge a book by its cover. Upgrading your design template, imagery, and even colors (try different combos of corporate colors or other hues) and fonts can express the type of company more effectively.

Faster site and improved user experience

A website refresh involves an audit of your site’s functionality, including one of the most critical areas: page load speed. For optimal conversion rates, your website’s page load should take between zero and four seconds. Studies show that sites with higher-than-average load speeds are five times more likely to convert.

But wait, there’s more. A website refresh will address any broken links and unnecessary redirects, as well as any opportunities to improve your menus and navigation. These improvements will keep people on your page longer because of their upgraded experience.

Updated Mobile Responsiveness

As phones, tablets, and other devices evolve, your website must remain attractive and readable on all formats. A website refresh will ensure your site is responsive to all screen sizes and operating systems and keep you competitive. If you’re unsure how responsive your site is, you can perform a mobile-friendly test to see how it is doing and share the results with the developer in charge of your website refresh.

Type-writerMore engaging content

Most companies who revisit their web content after a few years will notice “information gaps”–outdated product descriptions or new services that are not on the website. Sometimes, new industry language or jargon should be incorporated into the content. Perhaps the industry has changed, and the content does not reflect how the company is responding. There may even be broken outbound links to pages with defunct URLs. A thorough review of your content is part of every refresh and will address these issues.

A website refresh of your content also allows your company to reposition itself in the marketplace and focus on providing content most prospects want to see. If your site is more than three years old, chances are there is something new and different that you could be saying to pique your audience’s interest and differentiate yourself from your competitors.

Better SEO

A good website refresh includes an audit of your search engine optimization, which is the ease in which someone can search for and find your site. The website refresh will preserve the good search engine optimization (SEO) you have and increase your on-page SEO by addressing the problems of the underperforming website pages. A website refresh reviews your pages individually and determines where your on-page and off-page search optimization may need improvement. By implementing best on-page SEO practices, like adding desirable keywords and relevant links, you will progressively increase your competitiveness in the marketplace.

Higher Security

Outdated websites are more vulnerable to security threats. Refreshing your website gives you the chance to update your technology and install the latest and safest plugins and software on your site. In short, a website refresh can reduce the risk of security breaches.

Additional Functionality

What do you wish your website could do that it does not? Host an online information portal for customers? Provide the ability for customers to schedule appointments for your services? Offer E-commerce? Whatever you wish for, the time you move forward with your website refresh is the time to speak to your developer about adding these additional features to your website.

Updated Compliance and Accessibility

Laws and regulations regarding websites, such as ADA compliance for accessibility, can change. A website refresh ensures your site adheres to current legal requirements. A good developer will make compliance a specific goal for your website refresh.

Go From Good to Great

A website refresh is your secret weapon for making your website work for you. Refreshing your website goes beyond aesthetics; it keeps you current in a with ever-evolving technology.

At Big Ideas Writing, we welcome the chance to help you update and refresh your website, particularly your content. Contact Karen at Big Ideas Writing at karen@bigideaswriting.com to learn more.