How do you know that it is time for a site refresh?
Creating a branded website is not a “set it and forget it” process. A site needs constant attention and periodic updates, often referred to as a site refresh, to stay relevant. For instance, many people recommend redesigning an entire site every two to three years. It may also be wise to refresh the content on that site even more frequently, such as every three to six months. If you design a website today, populate it with relevant content, and then ignore it for the next 10 years, it is not going to be nearly as useful as if you give it consistent attention.
With this in mind, you may find yourself wondering if there are any red flags or signs you should be looking for that indicate it is time for a site refresh. Below are a few to consider.
Broken links or features
To start with, if you have links on your site or if you have incorporated videos or visual elements, some of them may be broken. For instance, a website that you have linked to may have removed a page, so your link no longer works. Software updates may also cause video elements or other features to stop functioning properly. It is a good idea to periodically review your site to make sure everything is still working as intended.
Rising bounce rates
Another indicator is when your bounce rate is increasing. This is the rate at which people arrive on your website and immediately return to the search engine results page (SERP). It often means that the page they landed on was not relevant to them or did not provide the information they were looking for.
Changing keywords
You also need to think about your target audience and the types of keywords they are most likely to use when searching for your products or services. This can shift over time due to trends, changes in the market your business operates in and other factors. This is why refreshing your content every few months can be helpful. It may be time to update your keywords so the site continues to perform well.
A poor experience on smaller screens
Finally, it is important to remember that your website is not only viewed on desktop computers. People also access it on laptops, tablets and mobile phones. In fact, many modern users do the majority of their web searching on their phones. You should check your website on multiple screen sizes to make sure everything works correctly, or you may unintentionally alienate potential visitors.
Your site refresh in 2026
These are just a few reasons to consider refreshing your site content or overall design in the coming year. Contact us here at Content Customs to learn how our experienced team can help you move forward.
