Short answer: Every 3–5 years. But there’s more to it.
This is one of the most common and practical questions we get from clients:
“How often should we redesign or redo our website?”
The answer is simple—but with a few important nuances:
As a rule of thumb, your brand should plan to redo its website every 3 to 5 years.
Why?
Because the web evolves. Fast.
What felt cutting-edge three years ago may feel dated today. Your brand likely isn’t the same either—your messaging, services, team, and positioning have probably shifted. If your website hasn’t kept up, your audience feels that friction.
A full website redo allows you to rethink the entire user experience:
Layout and structure
Visual design
Accessibility
Messaging and content
SEO performance
Site speed and functionality
Mobile optimization
It’s not just a facelift. It’s a reintroduction of your brand to the world.
Between redesigns, we strongly recommend doing a website refresh once a year. This isn’t a rebuild—it’s a tune-up.
Think of it like maintenance on a well-running vehicle:
Swap out outdated images
Update messaging or CTAs
Add new services or capabilities
Check your analytics for underperforming pages
Clean up internal links or navigation
An annual refresh keeps your site aligned with your current goals and customer behavior—and it signals to search engines that your content is active and up to date.
We’re not suggesting redesigns just to chase design fads or keep up with your competitors. A website is a business tool, and like any tool, it should match the work it’s meant to do.
If your website no longer reflects who you are, how you talk about your work, or the kind of clients you want to attract, it’s time to redo it.
If it mostly still fits but feels a little stale, start with a refresh.
Not sure where your brand’s site stands on the spectrum? We’ll help you figure it out.
Whether you’re due for a total overhaul or just a content polish, shepx builds websites designed to grow with you.
® Brand Shepherd llc • shepx is a service of Brand Shepherd
