With a good CMS your information is always up to date but styles and design trends evolve and over time the design you once loved can start to look tired and out of date. Your website is likely the first interaction a new customer will have with your business and you want to make a good impression. If you are starting to see your bounce rate increase for organic traffic then you might have a problem.
There is no hard and fast rule when it comes to how often to go between web design updates so here are a few things you might want to consider:
Browser Changes: Most web browsers update themselves every month or two. Each update adds new capabilities which a new web site will be able to take advantage of. As your audience uses other sites they get used to these new capabilities and will miss them if your site doesn’t have them.
Device Changes: By now you would have to be living in a cave to not have heard about about the explosive growth of people browsing the internet and searching Google from their phones. If your site is not mobile yet, then you are overdue for a redesign. Look at your Google Analytics and compare this year to last year and you will see a huge shift of traffic to mobile.
Style changes: Web design trends change frequently driven by new browser, new devices, and the “next big thing”. If you position your brand as hip, up to date, or high tech, you need to look at a redesign every year. If you are in professional services, you can likely go 3 years between redesigns.
Corporate Changes: Companies and industries evolve and the messaging you used 3 years ago might not work today. Even if your site content is up to date your layout and structure might need to be revisited to focus on your current opportunities and advantages. Is your brand strong or does it need a refresh? While you don’t want to redesign too frequently you need to ask yourself regularly “Does the site reflect who are today and speak to the customers we want to attract?”
If any of those make you think that you might need to do a redesign, check out our post on "5 Things to Do Before Re-designig Your Website