Most websites that feel old do not need to be rebuilt. If the site works well on a phone, loads without a long wait and can be updated without calling a developer, a refresh is usually enough. A new website is needed when the structure, the platform or the business itself has changed.
Some websites are the exception, though. Not long ago a client came to us with a website on Wix that she had built herself. She knows her own field very well, but she had no experience with design or with writing for a website, and it showed in the layout and the content. A fresh coat of paint would not have been enough, so we moved the whole website from Wix to WordPress and worked on the design and the words together.
Today her website is secure and easy to update, and she does not need us for every small change.
I have been designing and building websites for over 14 years, and we have delivered more than 60 of them at The Magix. The question of new versus refresh comes up in almost every first conversation, so here is how we look at it.
What is the difference between a refresh and a redesign?
A refresh keeps the website you have and updates what people see: the content, the photos, the colours, the fonts and a few page layouts. A redesign starts again, with a new structure, new pages and often a new theme or builder underneath.
Think of it like a house. A refresh is a fresh coat of paint, new curtains and a tidy up. A redesign is moving the walls.
When is a refresh enough?
A refresh is enough when the foundation is sound and only the surface has aged. These are the signs we look for:
- The website opens properly on a phone
- Pages load without a long wait
- You or your team can add a post or change a photo on your own
- The services listed are still the services you offer
- Visitors can find your phone number or WhatsApp within a few seconds
If most of these are true, the money is better spent on new content, better photographs and a cleaner look.
When do you need a new website?
A new website makes sense when fixing the old one would cost more effort than starting again. The common reasons are:
- The website does not work on mobile, or looks broken on newer phones
- Nobody can update it, because the person who built it is no longer around
- It runs on a theme or builder that is no longer supported
- The business has changed: new services, a new audience or a new name
- People visit, but nobody enquires, because the pages do not lead them anywhere
That last one is the hardest to see from the inside. A website can look perfectly fine and still not do its job.
How do you decide?
Open your website on your phone, not your laptop, and try to do what a new customer would do. Find out what you offer, find out where you are, and try to contact you. If that takes less than a minute, you most likely need a refresh. If you get lost on your own website, it is time for a new one. And if it simply looks old, here is why a WordPress website starts to feel outdated and what to do about it.
Frequently asked questions
How often should a website be redesigned?
There is no fixed number of years. We suggest looking at your website properly once a year. Redesign when it stops matching your business, and not because a certain amount of time has passed.
Can a WordPress website be refreshed without rebuilding it?
Yes, in most cases. WordPress keeps content and design separate, so the text, photos and layouts can be updated while the pages and their addresses stay the same.
Will a redesign affect my Google ranking?
It can, if page addresses change and the old ones are not pointed to the new ones. A careful redesign keeps the same addresses where possible and redirects the rest, so the ranking carries over.
A last word
We would always tell a client to refresh when a refresh will do. If you are not sure which side your website falls on, send us the link and we will take a look.
Written by Deepa Chandrashekhar, Founder and Creative Director of The Magix, a branding studio in Bengaluru working on WordPress websites, brand identity and graphic design.
