How often should I redesign my website?

A few clear signals tell you it's time: the design looks obviously dated beside competitors, it doesn't work well on phones, pages load slowly, your branding or offering has changed, or the site just isn't generating the enquiries and sales it should. A platform or technology that's no longer supported is another trigger, because it becomes a security and maintenance risk.

But a big-bang redesign every few years isn't the only model, and often not the best one. Continuously improving a healthy site — refreshing content, testing key pages, and fixing speed and UX issues as you spot them — keeps it effective without the cost and risk of starting over. Full redesigns are best reserved for genuine rebrands or sites built on outdated technology.

Whenever you do redesign, protect what already works. Keep your URL structure and SEO intact, carry over the content that ranks and converts, and make changes based on analytics rather than taste alone. A redesign that looks prettier but ranks worse or converts less is a step backwards, so measure before and after.