Do Websites Come With an Expiration Date?

November 14, 2016

Do websites come with an expiration date

Are you under the impression that a website is a one-time investment? If so, you’re not alone. Many business owners mistakenly believe that the first website they invest in will stand the test of time, and that simply is not the case — at least, not without a little help. As a rule of thumb, a business owner should expect his website to become almost obsolete after approximately three years.


Changing With the Times

Even the Internet’s top website from 2006 wouldn’t stand up again a website from 2016. The reasoning why should be obvious, and yet so many businesses continue to hang on to outdated sites. Technological innovations dictate trends, and websites must evolve to keep up with users’ demands.

Some aspects of a website require continuous upkeep, like SEO. If a business foregoes maintaining its searchability, minor tweaks will soon turn into a major redesign. Other aspects of a site, such as interface design, may simply become outdated over time. For instance, a company which built its site in 2012 may not have felt the need to prioritize responsive viewing on mobile. However, when Google searches on mobile overtook those performed on desktops just three years later in 2015 — it would obviously need to reconsider the design.

Signs It’s Time for a Redesign

The 3 year expiration date isn’t a hard and fast rule if things have been going well thus far, but the third anniversary of your site’s launch is a good time for a check up. When reviewing your site, there will be a few red flags that will indicate an overhaul is necessary:

  • You’re not getting leads. Above all, the inability to generate leads should serve as a sign that something is wrong with your website. Whether due to a poor search ranking or a high bounce rate, it’s important to uncover what’s causing the lack of leads. Then, redesign both the front end and back end as needed to rectify the issue.
  • The competition is doing something completely different. Typically, we wouldn’t advise businesses to look to the competition. Yet, if there’s a lack of lead generation and those excelling in the industry are utilizing an entirely different look, consider it a sign that it’s time for a change.
  • The page is slow or difficult to navigate. If the page takes more than a few seconds to load on various devices, it won’t be an effective tool for garnering new business. Likewise, if visitors are unable to follow a logical path through the site to find the information they need, it’s time to rethink your design. Both of these aspects determine user experience, the most important component in a website’s success.

Keep in mind that these issues can arise before the 3-year mark, so it’s important to stay on top of your website at all times.

Crafting a site that can stand the test of time requires an ongoing partnership with a full-service South Florida advertising agency that specializes in web design. At Keenability, our team of digital experts is ready to build you a professionally crafted and beautiful site and work closely with you to ensure it stays ahead of the competition. Call us today to get started.

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