Is Your Website Past Its Prime?

It’s ok. You can tell us. What made you click on this post? At a high level we know it is because you’re thinking about a new website.

But what was it specifically?  

• Are you not seeing enough conversions on your existing site? 
• Is your site no longer speaking to your target audience?  

• Or does your site just look old? 


Whatever the reason, we’re happy you’re here. Your website is your most important marketing asset, but - we hate to break it to you - it’s also the one that wears out its welcome the fastest.

On average, a website has a lifespan of 1½ - 2½ years. Let that sink in. 1½ - 2½ years.

Ideating, designing, developing, and launching a strategic, technically efficient, and beautiful website is such a time-consuming process. And depending upon the size and complexity of the site, the process can take up to a year.

So when you circle back to our lifespan of 1½ - 2½ years... that isn’t much longer.

That can’t be right.

Unfortunately, it is.

While this is frustrating, it’s widely accepted and understood to be the average lifespan of a professional website before it looks and feels outdated, or is in need of technical upgrades.

There are a number of reasons for this, not least of all how quickly our ability to target and track users evolves, which we can all agree is critical.

Because if your website isn’t a tool to understand your audience, what is it?

So again, while it can be tempting to dismiss that 1½ - 2½ year guideline, because your website is “fine”, don’t forget that the real goal of your website is to engage your audience and grow your business. It’s a lot harder to do that with a website that is “fine” vs. one that is technically advanced, sophisticated, and speaks to the needs of your target audience.

Your website is a great way to provide information, but it must also be maximized as a marketing tool to generate, engage, and nurture leads. So if that means keeping it fresh with regular updates, that sounds like a good investment to us!

Now let's get down to business. You want to understand where you are in your website’s lifespan. To figure this out, you can do a practical assessment that asks both strategic and technical questions.

Here are a few to get you started.