How Often Should You Redesign Your Website?
Ever opened your website, taken one look, and thought, “This just doesn’t feel like me anymore”? If so, you’re not alone.
In today’s world, a sleek, user-friendly, and responsive website is a necessity. It’s your 24/7 salesperson, always working behind the scenes to attract, engage, and convert visitors into clients. Before a potential client even thinks about reaching out, they’re checking you out online, stacking you up against your competitors. And if your site feels outdated, loads at a snail’s pace, or doesn’t play nice on mobile? They’re gone—sometimes within seconds.
As a Squarespace and Showit designer, I see this all the time.
Many of my clients come back for a redesign because their business has grown, their style has evolved, or their website just isn’t pulling in the leads it once did.
Others start noticing high bounce rates, slow load times, or frustrated mobile users, all of which can quietly chip away at their visibility and conversions.
Of course, a website redesign is a big investment of time, resources, and energy. Just like any great salesperson, it needs ongoing training and updates to stay useful.
But the payoff?
A fresh, modern site that feels like you, attracts the right clients, boosts credibility, and helps your business shine for all the right reasons.
So, if you’re wondering whether it’s time for a refresh, let’s go into the signs that say YES, it’s time!
Reasons to Redesign Your Website
Let’s talk about the most common reasons my clients come back to me for a redesign.
1. Your Brand Has Evolved, But Your Website Hasn’t
You’ve updated your brand photos, launched new offers, or maybe even rebranded completely. But when you look at your website, it still shows the old you.
That disconnect? Your audience feels it too.
A website that showcases outdated images, fonts, or messaging doesn’t just feel off. It confuses potential clients. Your website should be an instant reflection of your business today, not a time capsule from three years ago.
One of my clients who is a photographer needed a new offer swapped in for an old one on her website. In addition to small tweaks, I gave it a sleek, polished redesign that finally felt like where she was at now—and it boosted SEO rankings dramatically within weeks!
Your website and branding should always work together to create a seamless experience, here’s how to make sure they do.
2. Your Website No Longer Feels Like You
Have you ever cringed when someone asked for your website link? Do you avoid looking at your homepage because it just feels… wrong? That’s a huge red flag.
Your website should feel like home. It should match your personality, your voice, and the experience you want to create for your clients.
If you feel disconnected from it, your audience probably does too.
Maybe your brand has matured, but your site still feels too basic or DIY.
Maybe your audience has shifted, but the design no longer speaks to them.
Maybe the colours, fonts, and layout don’t excite you anymore.
3. Your Services Have Changed, But Your Website Hasn’t Caught Up
If your offers have changed, and your website still showcases services you no longer provide (or worse, doesn’t highlight your new ones), you could be losing leads without even realizing it.
Many of my clients start with one service (like brand design) and later expand into web design, coaching, or consulting. If your website still talks about that “old you” and doesn’t showcase your latest expertise, it’s time for a refresh.
Think of your website like a storefront. If the products inside have changed, your “window display” (aka, your website) should reflect that!
Not keeping your website up to date can lead to costly mistakes that drive potential clients away, so here’s what to avoid.
4. Customers Are Complaining About Your Website
Negative feedback about your website is a huge sign that something isn’t working. Pay attention to common complaints like:
“I couldn’t find your pricing/services/contact info easily.”
“Your website loads so slowly I gave up.”
“It was really confusing to navigate.”
If you’re not sure what people think about your website, start asking! Add a quick feedback form or send a survey to past clients.
Sometimes, the smallest tweaks can make the biggest difference in user experience.
5. Your Website Isn’t Bringing in Clients Like It Used To
Your website should be working for you—generating leads, booking calls, and converting visitors into paying clients. If that’s not happening, something is off.
Signs your website might be costing you sales:
High bounce rates (people leave your site after one page).
Low conversion rates (visitors aren’t taking action).
A drop in inquiries or bookings compared to previous months.
A website redesign can optimize your layout, messaging, and call-to-action buttons to turn visitors into clients and not just passive scrollers.
6. Google Isn’t Showing Your Website in Search Results
If your website isn’t optimized for search engines, it’s like having a beautiful storefront in the middle of the desert—no one can find it.
Many business owners invest in SEO but unknowingly use outdated techniques that don’t work anymore. If your website isn’t ranking on Google, a redesign can help improve things like:
Faster loading speed
Mobile responsiveness
Keyword-optimized content
Clean site structure for better indexing
A well-optimized website is your best marketing tool, so don’t let outdated SEO hold you back.
7. Your Website Might Be at Risk of Getting Hacked
Security isn’t just for big corporations, but any outdated website is a potential target for hackers. If your site isn’t up to date with the latest security features, it could be putting your business (and your clients’ data) at risk.
Trust is everything, and once lost, it’s almost impossible to regain.
Things to check:
Do you have an SSL certificate (HTTPS vs. HTTP)?
Are you using outdated plugins or themes?
Has it been years since your last security update?
Thankfully Squarespace and Showit make this easy since you don’t have to worry about updates.
The General Timeline: How Often Should You Redesign?
So, now that we’ve talked about why a website redesign is important, let’s get into the when.
The truth is, there’s no universal rule for when you must redesign your website, but after working with dozens of coaches, creatives, and service providers, here’s what I’ve seen:
Every 2-3 years – The sweet spot for most businesses. This keeps your site fresh, relevant, and aligned with industry trends.
Under 2 years – If your business has changed rapidly—new services, major branding updates, or a complete shift in direction—your website needs to keep up.
Over 3 years – If your website still looks and functions great, and is bringing in leads, you might just need small updates instead of a full redesign.
💡 Fun fact: Studies show that websites older than three years often see declining engagement rates due to outdated design, slower load times, and a less-than-stellar user experience.
Website Refresh vs. Full Redesign: What’s Right for You?
A Quick Refresh Might Be Enough If…
Your brand is still aligned, but the visuals feel a little outdated. Maybe your colors, fonts, or layout just need a modern touch.
Your content and SEO are working well, and your site is still converting, but it just doesn’t look as polished as you’d like.
You love your platform (Squarespace, Showit, etc.) and just want to enhance what you already have rather than start from scratch.
Sometimes, small but strategic tweaks can make a big impact—starting with what visitors see first. Here’s what you need at the top of your homepage.
You Need a Full Redesign If…
Your branding, services, or messaging have changed significantly, and your website doesn’t reflect who you are anymore.
Your site is 3+ years old and feels outdated compared to your competitors. It’s no longer helping you stand out.
Your SEO, speed, and user experience are suffering. If your site is slow, clunky, or not optimized for search engines, a redesign is necessary.
A high-converting website needs the right strategy behind it. Here are the essentials to get it right on Squarespace.
Is It Time to Give Your Website a Glow-Up?
Your website should feel exciting, aligned, and intentional. If you’ve been nodding along to the signs we’ve talked about, it might be time to seriously think about a redesign.
But here’s the best part: a refreshed website isn’t just about looking good. It’s about helping your business grow. It’s about attracting the right clients, boosting your confidence in your online presence, and making sure your website actually works for you.
And if your site isn’t optimized for search engines, you’re missing out on potential clients before they even find you. Here’s my Squarespace SEO Guide on how to fix that.
Feeling like your website needs a glow-up? Let’s chat about your goals today!
How long have you had your current website? Leave your comments below, I’d love to know!
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