Historically, the standard practice when it comes to websites is to do a complete redesign every 2-4 years or so, depending on your industry. This is for a number of reasons:
- Stay up-to-date with changes in technology, web standards, search algorithms, etc.
- Refresh the look and feel to keep visitors engaged with your website.
- Do a content audit of pages that are underperforming.
- Update the UI/UX of your website to make it as user-friendly as possible.
However, there has been a shift in the website development world and many companies are now moving to a growth-driven design methodology.
Another thing that search engines favor is regularly updated websites because, often, the newest information is the best information. With that in mind, companies are shifting away from lengthy redesign projects to smaller, more iterative website design and development agreements.
This change allows marketers to test and measure what works best for their audience and double down on areas where they are having the most success.
What to add to your marketing plan:
- Evaluate your website against best practices, industry standards, and your competitors
- Research growth-driven website design
- Identify one area of your website that could use an update, refresh, or reorganization
- Consider having a website company do an audit of your site to identify potential growth areas