Web & Conversion
How often should a website be redesigned?
Less often than the industry suggests. A site should be rebuilt when its architecture blocks progress, not on a schedule. Sites redesigned every three years out of habit reset their accumulated authority each time for reasons nobody measured.
The signal that justifies a rebuild is structural: the architecture prevents you adding what the business now needs, the platform is unsupported, or the technical foundations make search and AI visibility impossible.
The signals that do not justify one are aesthetic fatigue, a new marketing lead, or a competitor launching something. Those produce redesigns that change appearance and reproduce the same commercial results.
Most sites need targeted work far more often than they need rebuilding. Fixing the message, the mobile experience or the three templates that are failing costs a fraction and preserves what already works.
Commercial · Updated July 2026
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