The Website Checkup: 7 Signs Your Website Needs a Refresh
Your website is often the first impression people have of your business. But just like any tool you use every day, it can become outdated without you even realizing it. Maybe it still works—but does it reflect your current brand? Is it helping you reach your goals? Or is it quietly holding you back?
A “website checkup” can help you figure out if it’s time for a refresh. Think of it like taking your car in for a tune-up: it may still run, but with some adjustments, it can perform better, look better, and give you more confidence behind the wheel.
Here are 7 signs your website may be ready for an update, with tips for addressing each one.
1. Outdated Design or Branding
Design trends evolve quickly, and what looked modern five or ten years ago may feel old-fashioned today. Fonts, color palettes, photography style, and layout choices all contribute to the overall impression your site gives.
If your site uses fonts that feel dated, colors that no longer reflect your branding, or stock images that look generic, it can make your business feel out of touch—even if your products or services are excellent.
Examples of outdated design:
A homepage with a splash page or a large intro image that hides key information
Clunky navigation menus that make it hard to find what users need
Inconsistent color schemes or typography that doesn’t match your logo or brand guide
Tip: Compare your site to competitors or similar businesses in your industry. Even small updates—like refreshing photos, tweaking the color palette, or updating your logo—can make a significant impact. Modern design improves credibility and makes visitors more likely to stay and engage.
2. Poor Mobile Experience
Mobile traffic now makes up the majority of web visits. A site that isn’t mobile-friendly can frustrate visitors, decrease conversions, and even hurt search rankings.
Have you ever tried to navigate a site on your phone and had to pinch and zoom just to read text, hunt for navigation links, or accidentally swipe side-to-side? Poor mobile experiences drive users away—and in some industries, you may never get a second chance.
Tip: Test your site on multiple devices, including smartphones and tablets. Ensure that text is legible, buttons are easily clickable, and navigation is intuitive. Responsive layouts and mobile-first design are essential. Tools like Google’s Mobile-Friendly Test can help identify issues and give actionable recommendations.
3. Slow Load Times or Technical Issues
Even if your website looks great, performance matters. Visitors expect pages to load in seconds, and search engines factor page speed into rankings.
Slow load times, broken links, missing images, or outdated software can frustrate users and negatively impact your SEO. Over time, this may cost you leads, sales, and credibility.
Tip: Use tools like Google PageSpeed Insights or GTmetrix to identify slow-loading pages and underlying issues. Regularly check for broken links, outdated plugins, and missing images. Consider compressing large image files, enabling caching, and upgrading your hosting plan if necessary.
4. Outdated Content or Messaging
Your website should reflect your current offerings, team, and voice. If your services, products, or messaging have changed, outdated content can confuse potential customers and make your brand feel inconsistent.
Examples include old blog posts, team bios that no longer reflect your staff, service descriptions that don’t match your current offerings, or outdated case studies.
Tip: Conduct a content audit regularly. Update copy, refresh imagery, and remove content that no longer serves your audience. Keep messaging aligned with your brand’s voice and value proposition. This not only improves user experience but also strengthens trust with your visitors.
5. Conversion Goals Aren’t Being Met
Your website should actively help achieve your business goals—whether that’s capturing leads, selling products, or driving newsletter signups. If visitors aren’t completing desired actions, it may be a sign your calls-to-action (CTAs) aren’t clear, buttons aren’t prominent, or your site’s layout doesn’t guide users effectively.
Tip: Review analytics to see how visitors interact with your site. Are they filling out forms, clicking on buttons, or abandoning pages too early? Optimize your CTAs, streamline forms, and strategically place buttons where they are most visible. Even small tweaks can significantly improve conversions.
6. Hard to Update or Maintain
A website should save you time, not create headaches. If making updates is slow, confusing, or requires a developer for every small change, your site may be holding your business back.
Tip: Consider whether a new platform, template, or redesign could make it easier to manage your content. Using a content management system (CMS) like Squarespace, WordPress, or Webflow can simplify updates, reduce errors, and allow your team to keep the site fresh without stress.
7. Competitors Look Better or Offer More
Keeping an eye on competitors is not about copying them—it’s about understanding the baseline expectation in your industry. If competitors’ websites feel more modern, load faster, or provide better functionality, it can make your site seem outdated in comparison.
Tip: Audit competitor websites to evaluate their strengths and weaknesses. Focus on improving usability, clarity, and design in a way that reflects your brand’s uniqueness rather than simply mimicking what others are doing.
Website Checkup Checklist
Use this mini checklist to quickly assess whether your site may need a refresh:
Design feels outdated or inconsistent with your brand
Mobile experience is poor or difficult to navigate
Pages load slowly or technical issues exist
Content is old, inaccurate, or unclear
Conversion goals are not being met
Updates take too much time or require a developer
Competitors’ sites feel more modern or functional
If you checked more than a few boxes, it’s probably time to consider a website refresh.
Final Thoughts
Refreshing your website doesn’t always mean starting from scratch. Even small updates—like improving mobile usability, updating content, or modernizing the design—can have a big impact.
If your website isn’t reflecting your current brand, helping you meet goals, or providing the user experience visitors expect, a refresh could be the solution.
At Station Seven, we help businesses take a step back, assess their websites, and implement changes that make a real difference. Whether you’re ready for a full redesign or just want to update key elements, we’d love to help bring your vision to life.
FAQ
How often should I refresh my website?
Every 2–3 years is a good rule of thumb, but the exact timing depends on your industry, brand updates, and business goals. Regularly monitor your site’s performance, traffic, and conversions to identify when changes are needed.
Can a refresh include just design updates without changing content?
Absolutely! A refresh can focus solely on design—fonts, colors, imagery, and layout—without altering the underlying copy or structure.
What’s the difference between a website refresh and a full redesign?
A refresh updates the look and feel of your site while keeping existing content, structure, and functionality mostly intact. A full redesign may involve rethinking navigation, structure, and user experience from the ground up.
How long does a refresh usually take?
Depending on the scope, a refresh can take anywhere from a few weeks to a couple of months. A full redesign typically takes longer, especially if new functionality or custom development is involved.
Will a refresh improve my SEO?
If your refresh includes updating content, optimizing images, improving page speed, and enhancing mobile usability, it can positively impact your SEO.
Can I do a website refresh myself?
Some platforms and templates make it easier to update your site yourself. However, working with a designer or developer ensures a cohesive, polished look and helps avoid common pitfalls.