This question comes up often in client meetings. Websites require a significant investment in time, money, and effort. A company’s website is the center of your public brand - what someone usually goes to first to learn about a company, its services, people, etc. A company’s website is ‘the’ place where most people decide to engage the firm or move on. So your website has to be on point and present your company in the most attractive and informative fashion.
In many cases, it’s the first point of contact someone has with your brand. If someone sees a TV commercial and is interested, they go to your website. If they see a vehicle on the road (with vehicle graphics), and their interest is peaked, they go to their website. If their best friend or influencer refers a company to someone, what do they do? They go to their website to check them out. Everybody does this. Everybody knows this.
Honestly, no matter how great your outbound marketing looks and performs if your company’s website isn’t up to par, then your overall marketing campaign is at a major disadvantage.
Depending on your industry, product, or service and consumer behavior, every 2-3 years may serve as a reasonable time frame between website redesigns. There is certainly no established rule for how old a site should be before it’s redesigned, so we recommend you think about it as you would your smartphone. Consider the advancements and expectations around your website’s functionality that come with each new smartphone release.
You wouldn’t dare go 8-10 years before updating your phone, why should your website be that old. Hey, if your website is 8-10 years old or older and it isn’t mobile-friendly (it is 2019 BTW), start immediately on a new site design to freshen your brand. Think of your 8-10 year website (or however old it is) as store packaging. Do you think anyone would be up your jar of pickles or package of cookies looking like your site does? Folks, this is everything to your company. Stay fresh and stay sharp. How do you expect to sell anything with an outdated look and feel? Get on it.