According to a study by Orbit Media Studios, the average age of a website at the time of its redesign is 2 years and 7 months (source: Orbit Media, 2023). This figure is not a rule, but it does give an idea. The most dynamic companies regularly revise their online presence to keep pace with changes in their market, their internal tools and user expectations.

1. Your website no longer reflects your image

Whether it's fashion or, more recently, interior design, trends evolve regularly, and websites are also undergoing profound changes. Despite its functional appearance, an ageing site could damage your brand image and your e-reputation! Out-of-date typography, a visual that's too rigid or a graphic universe that no longer matches your identity can put the brakes on making contact.

Design plays a direct role in the perception of your credibility, in a world where everyone has a website, where every second 46 websites are created, which equates to around 2772 sites per minute*! It's crucial to stand out from the crowd with attractive, trendy visuals and features.

A quick glance at your home page can often show whether the whole is still coherent.

2. Your performance drops

A loading time that's too long, a display that doesn't adapt well to mobile devices or a rising bounce rate are signals that shouldn't be overlooked.Google now includes Core Web Vitals in its ranking algorithm, so a slow or technically outdated site risks being relegated further down the search results. But the search engine doesn't rely on technology alone.

As Gary Illyes, Google Analyst, points out: " If a piece of content is of high quality, useful and appreciated by Internet users, then Googlebot will explore it more [...]. If we don't crawl much of it, or if we gradually slow down crawling, it may be a sign of low-quality content or that we've rethought the quality of the site. "

In terms of user experience, the data is clear: according to Google, 53% of visitors leave a page that takes more than 3 seconds to display. When your key indicators decline over time despite your marketing efforts, it's often time to consider a redesign to improve performance. With technologies evolving rapidly, a new generation of front-end and back-end tools is now making it possible to design sites that are faster, more accessible and better adapted to mobile use.

Visitors leave a page that takes more than 3 seconds to display.

3. Your site is no longer aligned with your strategy

When a company evolves its offering, refines its positioning or restructures its services, its website must immediately reflect these changes. Otherwise, a gap develops between the image projected online and the reality of the strategy deployed. This misalignment blurs the message, weakens credibility and can reduce the effectiveness of acquisition or conversion actions.

A redesign is much more than a simple graphic or technical update. It is a strategic lever for rethinking the brand message, redefining user paths and rethinking calls to action in line with your priorities. A website aligned with your corporate strategy then becomes a natural extension of your marketing and communications plan, capable ofguiding prospects from discovery to conversion.

In terms of SEO, the stakes are just as high. A site whose content reflects your value proposition and incorporates the lexical field of your targets will improve its visibility. On the other hand, content that is out of date or disconnected from your current direction will reduce your relevance and even dilute your search engine ranking.

The redesign should therefore be seen as an opportunity to align strategy, user experience and digital performance. It ensures that the site is not just an institutional medium, but a genuine tool for growth and differentiation.

4. Your team can no longer manage your website

Does your marketing or communications team regularly report technical limitations? Does adding a page take too much time? Is the CMS no longer suitable? These points of friction accumulate and hamper the agility of your actions. It's better to start again with a scalable solution than to continue tinkering.

Do you have to change everything every time?

Not necessarily. A redesign doesn't mean throwing out everything. In some cases, a simple graphic facelift or work on the tree structure may be enough. It all depends on your objectives and the existing technical structure. A full assessment with an expert team will enable you to make a proper diagnosis before taking any action.

Interview by A.F, Digital Development and Events Manager at Inforca

Source: *Sales Hacking