How to know when it’s time for a website refresh (and the difference between updates and a refresh).
Updated September 2024
I just finished a website refresh for a local small business and it got me thinking..how do you know when it's time to refresh your website?
Let's start by defining refresh. A refresh is not simply an update. Ideally, you'd be updating your website at least twice a month with new photos and new content, along with checking that all links are working properly. This is what I consider baseline maintenance.
A refresh, however, is kind of like spring-cleaning your house. You tackle the areas you usually ignore. 😉
Depending on your website platform, this might include rotating your banner images, turning off old or outdated pages, and definitely updating the copywriting to reflect your current goals and services, ensuring they are all audience-focused and optimized for the best SEO results, too.
Feeling even more ambitious? A refresh can also include adding a brand-new blog (I just wrote a whole blog post about this (read it here - very meta I know), adding new calendar functionality, or creating new pages around your most current programs and services.
This is also a great time to audit your domains, making sure everything is secure and documented, including where your domains are managed, when they renew, etc. (My client just saved over $175 a year by having me audit their domains and hosting package and making some changes!)
(Another post not to miss -- what to know BEFORE you buy your domain)
So how do you know when it's time to refresh your website? Here are four clues it’s time:
Your website traffic is flat. If your website views and conversions (people taking actions) aren't trending up, it's time to refresh. You want your website traffic to be growing, even if it's just at a steady pace. A refresh can bring new life to the site, motivate you to evaluate and adjust your calls-to-action, and help you re-focus on watching the metrics that matter.
Your website no longer reflects the best version of what you do and you’re embarrassed to even share your website. If your website doesn't accurately represent your organization, it's time to make sure your digital home is putting your best foot forward. Remember, potential volunteers, donors, and clients are evaluating you on your digital presence before they reach out, most of the time. (By the way, as the pandemic shows sign of relief and you’re thinking about heading back to an in-person event or some networking, get those business cards updated with your website address and be sure to represent your nonprofit or business well with professionalism - something you can read more about here)
Your programs and services have changed but your online presence has not. If it's been more than six months since you did much of anything to your website, it's time. Not only will your audience appreciate a refreshed site, but Google will also notice those changes and reward you in the search rankings for your keywords.
Your audience has changed or evolved but your messaging has not. It’s critical to hone your brand message for your target audience. Different readers will want different things from your website and the better you understand them and their behaviors, the more your website will resonate with the right person and lead to conversions more often.
If your website is ready for a refresh, be sure to do your homework FIRST before reaching out to a developer or designer. Ensure you’re absolutely clear on what you need, what you want, and what you can afford, and then do your best to find someone who is a good fit for your specific working style. Ask lots of questions up front and definitely, seek out client reviews before you choose someone! And if you have a Squarespace website, I might be a good fit for you! My refresh packages are a summer staple of my business and I’ve received lots of client love for this service. Interested? Send me a message and let’s talk it through!
Have questions about your website, your messaging, or your nonprofit’s digital marketing strategy? Let me know! Leave a comment below or get in touch with me!
Until next time,
Andrea