On average, a redesign every 3 to 5 years

According to a study carried out 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.

When design doesn't keep up

An ageing site does not necessarily project a reassuring image. Old-fashioned typography, a visual that is too rigid or a graphic universe that no longer matches your identity can put a brake on making contact. Design plays a direct role in the perception of your credibility.

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

If you've had to add blocks in every direction or work around the limitations of your CMS, it's time to start again from a clean slate.

When performance drops

A loading time that's too long, a poorly optimised display on mobile, a rising bounce rate... These are the warning signs. Google takes Core Web Vitals into account in its rankings, and a site that is too slow or poorly designed ends up being penalised in the search results.

The tools have also evolved. New front-end and back-end technologies are making it possible to offer smoother, more accessible experiences that are better adapted to mobile use.

When your strategy has changed

Have you launched a new offering, changed your positioning or reorganised your services? Your website needs to reflect these changes. All too often, the content has not kept up with the internal changes, creating a gap between what you really offer and what the visitor perceives.

A redesign is not just a question of design or technique. It's also an opportunity to rework your message, your user journey and your calls to action.

When the team can't handle it

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 state of the existing technical base. A full assessment with an expert team allows you to make a proper diagnosis before taking action.

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