You have a website, and it’s been working well but looks a bit tired, so you think (hope) perhaps a little refresh will do the job. Sadly, not always.
The trick with deciding whether to refresh what you have or build a brand new website is to look forward rather than back. Yes, that trusty website may have done a fantastic job for your business up until now, BUT where is your business heading and what will it need?
Then there are those thoughts about cost, effort and simplicity spinning about in your mind, telling you stories that might not be true. Let’s have a look at them.
Cost
Who’s not working to a budget these days? Admittedly, some are larger than others, but everyone is accountable to their budget.
Cost is often the first concern when deciding between a refresh and a rebuild. Let’s think of your website like a house. Imagine owning an older property, it might seem cheaper to renovate than rebuild, but that isn’t always the case. Sometimes, the cost of fixing structural issues, modernising utilities, and addressing hidden problems far exceeds the cost of starting anew.
The same applies to websites:
- Age: How long has your current site been live? Technology and design standards evolve rapidly, and older sites may require extensive updates to meet modern security and expectations.
- Platform: Is your website built on a current, scalable platform? Or is it on outdated software that limits functionality?
- Maintenance: Has your site been well-maintained over the years, or are there layers of legacy code and outdated plugins causing inefficiencies?
- Content and navigation: Does your current site effectively guide users to the information they need? A refresh might not address fundamental navigation or content structure problems.
If your site requires extensive updates just to function properly or meet user needs, a rebuild might be the more cost-effective choice in the long term.
Simplicity
It’s tempting to think of a website refresh as a quick fix, especially if you’ve already invested in a brand refresh. Updating your site to match your new visual identity seems straightforward. Just change the logo, update the color palette, and you’re done, right?
But consider this: why did you refresh your brand in the first place? Perhaps you redefined your strategic positioning, modernised your identity, or aligned your brand more closely with changing customer needs. You likely made this decision with deep thought and purpose and the same level of care should go into your website.
While most people use them with their eyes, a website isn’t simply a visual asset. It’s a functional tool that supports your users’ journeys, communicates your brand story, and drives conversions. Design changes, no matter how small, can have far-reaching effects on usability, accessibility, and content hierarchy.
For example:
- Updating your website's visuals may reveal inconsistencies in your navigation structure
- Introducing new brand messaging might require revisiting how your content is organised and presented
- Adding new functionality to align with your brand strategy could strain an older website’s architecture.
In many cases, a rebuild allows you to align website structure, design, and functionality with your brand’s new direction in a cohesive and intentional way.
Scalability
One question often overlooked during this decision is, How future-proof is your current website?
A website refresh might address immediate issues, but it doesn’t necessarily prepare your site for growth. If your business plans include scaling up your offerings, expanding into new markets, or introducing new features, your current site might not be equipped to handle these changes without significant additional investment.
Rebuilding from scratch gives you the opportunity to:
- Choose a platform that supports scalability and integrations with other tools
- Implement modern, modular design systems that are easier to update.
- Build with accessibility, performance, and SEO best practices baked in from the start.
Think of it as laying a strong foundation for the future, rather than patching up cracks that will eventually reappear.
User experience (UX)
Finally, consider your users. Their needs should be at the center of any decision about your website. A refresh might address surface-level aesthetics but may not solve deeper usability issues. Rebuilding allows you to:
- Redefine user journeys based on updated research and insights
- Optimise performance and functionality to meet contemporary expectations
- Incorporate emerging trends and technologies that enhance the user experience.
Remember, your website is often the first point of contact between your brand and your audience. If your current site isn’t meeting their needs, investing in a rebuild can pay off in terms of trust, engagement, and conversions.
A quick guide to deciding between refresh and rebuild
Refresh if your website is relatively new, built on a strong platform, and mostly requires visual updates to align with a brand refresh.
Rebuild if your website is outdated, hard to maintain, doesn’t effectively support user journeys or is not quite aligned with your business goals.
Both options require strategic planning, but a rebuild offers a chance to create something that supports your vision for the future.
Whether you refresh or rebuild, the decision should be guided by the needs of people and your long-term goals. Cost, simplicity, and scalability are important factors, but the ultimate question is this: Does your website work as a tool to support and grow your business?
If the answer isn’t a resounding YES, it might be time to start fresh and consider a rebuild.