Average Lifespan of a Website

Your Website Has A Lifespan & It’s Shorter Than You Think

A common mistake is assuming your website design is sufficient to last more than a few years. Maybe you have a stunning design you like, maybe you got your site done by professional developers, or maybe you know your site is getting a bit outdated but aren’t that concerned about it. Whatever your case may be, if your website is coming up on three years old, it’s time to start thinking of a redesign.

The Website Lifespan Rule Of Thumb

The life of a website can vary based on industry, audience and technological advances. In the tech world, things are always changing so we like to view rules more as suggestions. Just like the process of creating a website, determining how long it will last until a redesign is better accessed on a case-by-case basis. However, on a macro scale we follow the rule of thumb that a website lasts around three years. 

Redesigning My Website Seems Stressful - Can’t It Wait A Few More Years?

While we understand the process of redesigning your website can feel daunting, think of it like any other maintenance you do with your business. It is a necessary step to ensure your online presence is the best it can be. Chances are, your business is not the same as it was 3 years ago. You may have new staff, new products, better processes, or hopefully a deeper understanding of your audience. A lot can change in your business in just a few years - even more changes in the website world.

(P.S. If you are apprehensive or anxious about a redesign - you clearly haven’t worked with Hiero before. A fresh website will no longer feel daunting with us at your side!)

Still Not Convinced? 

When looking at the age of a website there are three big factors that contribute to the need for a redesign. Whether your site is victim to one or all three of these factors, it's time to pull the trigger on a new look or at least get the professional opinion of the Hiero team. Here are the main reasons why three years is the average lifespan of a website:

Design Trends

One of the most obvious reasons it is time for a redesign after just three years is that design trends are constantly changing and evolving. Just because your site was modern and cutting-edge three years ago, does not mean that remains true today. It may seem like a short period of time on the surface, but when you compare it to fashion, interior design, music, or really anything in society, you’ll notice that design trends shift just like everything else. 94% of first impressions on a website are based on its visuals and design. This means nearly every new potential customer is basing their judgment of your brand based only on the design of your website. Of those 94% new customers - 81% of them will think less of your brand if they consider it outdated. To say it is important to keep your website design modern is an understatement. The longer you keep that outdated website live, the more potential customers you may be losing.

Ready for a redesign but not sure where to start or how to pick a design that will shine in the years to come? There are so many looks to choose from and no one right answer to pick. The look of your redesign comes down to who your target audience is, what your brand represents, and the main goal you are trying to achieve with your online presence. Determining these crucial questions can be overwhelming - this is where our UX/UI team comes in handy. Our team of talented researchers and designers will do all that heavy lifting for you. Our UX/UI team takes the guesswork out of design; they create a website catered directly to your audience and with your business goals in mind.


While design trends are shifting, technology is constantly advancing. Having a modern frontend won’t do you much good if you aren’t maintaining your site's backend. Just as your phone battery holds less and less charge over the years, the code of your website loses its solidity. Even if you had the world’s best devs work on your site (cough, cough, hiero devs), unmaintained code will deteriorate over time. Proper website etiquette is to have some sort of maintenance plan in place to check on your code periodically to make updates and fixes as the site ages. This way, you aren’t stuck with a broken, slow-loading site that requires a plethora of updating all at once. 

Aside from general maintenance and ensuring any widgets are up-to-date and optimized, there is a good chance a new technology arose during the past few years that it is time to adapt to. Is there a new social platform your blog posts should be shared to? Is there a new common device that the design should be responsive for? Is there a new phone or computer feature that you should adapt to? Face ID login, accessibility features, new touch screen functionality - these technologies are always evolving and always creating new room for opportunity with your website. No matter how small, it is always smart to consider the technological growth and new capabilities to enhance your site.

Business and Industry Changes

As briefly discussed above, there is a good chance your business has done a lot of growth over the past few years. Perhaps you doubled in staff size, began offering a new service, won some brag-worthy awards or refined your sales pitch. Even if you have done some periodical updates through your CMS (Content Management System), it is important the design of your website is evolving with your business. Every 3 years you should be reevaluating if your site layout, design and CTAs are aligned with your business goals. Sometimes it’s hard to visualize what is not working on your site; the redesign process forces you to brainstorm, reevaluate, and better understand how your customers are interacting with your site.

Just as your business has not stayed the same in the last three years, the same goes for your industry. Over the span of a few short years, there are many cultural, economic and technological changes that take place. Just think, three years ago COVID wasn’t on our radar yet. According to Forbes, ecommerce sales grew 50% to $870 billion during the pandemic. If your site has an ecommerce feature you’ve likely noticed a shift in traffic and increased sales. If you haven’t already - you should be taking advantage of this trend and fully optimizing your site for an ideal shopping experience. Adapting to your industry by changing your look, CTA plan, marketing pitch and user experience are all important factors in giving your business an edge. Not only does redesigning your site every three years cause you to look internally at your business process, but it also helps you visualize where your business stands externally.

When design or redesigning sites, our team looks at the full scope of your industry and competitors to ensure we take everything in account. Keeping a pulse on market leaders in your industry as well as local competitors is a great way to keep up on trends and gather insight on your strengths and weaknesses.

Final Thoughts

If your website is close to, or has already passed the three year mark - give us a call and we’d be happy to evaluate your site and see if it’s time for a refresh. Keeping your online presence well maintained is a critical part in how your customers view your business. Adding a thorough website review into your yearly maintenance is a great way to ensure your website is working for you, not against you.

If updating your website every three years is still a task you aren’t prepared to handle - you may be interested in our dedicated resource services. We offer our team’s time at different levels of engagement so you can find a plan that fits your needs and budget. This service allows you to pick from various types of talented people including our team of designers and developers who can continually update and refine your online presence. Engaging in frequent updates and advice from our industry experts will help you avoid consistent redesigns.

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