You spent time, money, and a lot of creative energy getting your website up and running exactly how you wanted it. But did you know that once you launch it, it has a lifespan?

You Read That Right. It won’t Last Forever. 

In fact, research published from OrbitMedia shows that the average lifespan of a website is 2 years and 7 months. That means, to maintain your edge in an already competitive online landscape, you will need to mix up your website every two to three years.

Having a robust online presence is key to the success of your business. So, when it comes to your website and its lifespan, what things should you be keeping in mind? Here are some important things to consider.

#1: As Your Business Evolves, Your Website Should Evolve Along with It.

Most businesses go through various highs and lows through the years. As things in your business change, your website should change along with it. So, when it comes to the initial site build, make sure it is built in a user-friendly manner that gives you the opportunity to expand it as needed.

Using templates can work, but often that causes frustration because you can be forced to try to make the template work for you. Instead, invest in a user-friendly design that allows you to change up things as you go. 

#2: Content is King.

If you have a blog, when was the last time it was updated? Maybe your homepage or services pages are out to date. Site users notice these things.

Conveying your company’s message to your potential audience or current customer segment is crucial. That’s because content helps capture your audience in a way that nothing else can. After all, you want people to identify with your brand. Up-to-date messaging will keep site users engaged and it will also help with search engine optimization.  Not to mention, adding new content is an easy and inexpensive way to make your site look younger.

#3: Dated design? No Thanks.

If the design of your website looks like it is straight from 1995, it is probably going to deter people rather than attract them.

A website design refresh is always a good thing and always a worthwhile investment. Whether it is new photography or eye-catching illustration that stands out to site visitors, a unique design keeps users interested in your online content, ultimately keeping them coming back for more.

Wondering if your site has reached the end of its lifecycle? Ask yourself some of these important questions.

• Has my industry changed?
• Have my online rankings dropped?
• Have I changed my company mission or added new services?
• Has my business adjusted due to current market conditions or client demands?
• Does my current website look like other websites in my industry?
• Can customers access my site on their phones and tablets?

These questions are meant to get you thinking about how your website is functioning in a cluttered online marketplace. Which questions did you answer yes and no to, and how does that fit in with your current site design?

The bottom line: if you aren’t seeing results from your current site, your company has significantly changed, or customers simply can’t use the site in a functional way, the site may have reached the end of its lifespan and you might need to consider updating it.

But Don’t Let this News Get You in a Panic.

Take the time to look at the site from all angles with a team of design and SEO professionals. Getting expert advice will give you the information you need about current trends and how you can stay in the loop. It will also help identify some of the most important issues and give you a checklist of what things to address first.

Your website is one of your most valuable marketing tools. So, start thinking ahead at how you can handle the changes that will need to be made at the end of its lifecycle. What will you need to do to infuse new life into it? After all, without a dynamic site, you could be hindering business growth.

As the years go on, contemplate the role that your website has in drawing in new clientele. Keeping it fresh is the best way to ensure customers find you, engage with your brand, and ultimately, choose your business in a sea of options.