Recent research by inbound marketing company HubSpot has revealed that site owners may be redesigning their websites before they have ‘passed their sell-by date.’ The perceived shelf life of a website is often responsible for the unnecessary tinkering with many a digital marketing site, wasting time and resources that could be better spent elsewhere. But how do you know if your website needs a makeover?

A Site for Sore Eyes

According to HubSpot’s research, the satisfaction experienced by staff over the launch of a website bears very little resemblance to the satisfaction felt by potential clients and browsers. For staff, satisfaction levels reach their peak within three or four months. By six months, staff are bored with the site’s appearance and interest tails off very quickly, reaching and maintaining a low within a year of the launch.

However, the levels of interest and satisfaction experienced by prospective clients are markedly different. Data shows that potential customers never achieve the heights of satisfaction achieved by staff; why should they? The site does not belong to them and is merely a gateway to services or products. Interestingly, customer satisfaction levels reach a peak at around six months, but then maintain a steady plateau over the next six, indicating levels of far greater satisfaction than achieved by staff. In essence, the feelings of staff are entirely subjective and do not reflect a site’s longevity or potential.

A Design for Life

HubSpot’s suggestion is that site owners ask themselves: “What’s the purpose of my website – is it to please me and my employees or to serve our audience, generate more leads and convert them to customers?” The implication is that, rather than opting for total redesign, you should perhaps be monitoring your site’s performance and gauging any changes from that.

Content is the key to generating traffic and maximizing conversions. It may be better to spend the money on hiring the services of an SEO agency to use SEO strategies than to repackage your site. In effect, creating a plethora of quality content and promoting it will do far more to draw custom than adding bells and whistles to your existing website. Social media advertising, PPC and blogs can enhance your online presence, while allowing you to retain a site that is familiar to and appreciated by your online clientele.