Posted By Ashley Tate on May 07, 2025
Like a fresh haircut, an updated wardrobe, or a new coat of paint, at some point your website needs a change to reflect who your brand is now — not who it was two years ago. As your company’s virtual front door, sales engine, recruiting platform, and thought leadership hub, your website should propel your brand forward, not be the thing holding it back.
If your site has been sitting untouched for a while, there’s a good chance it’s underperforming. But that doesn’t necessarily mean you need to rebuild it from the ground up. Often, a thoughtful website refresh can extend your site’s shelf life, improve user experience (UX), and realign your digital presence with your current business goals. And unlike a full redesign, which can involve rebuilding architecture or overhauling every component of your site, a refresh focuses on improving what’s already there to better align with your evolving brand and audience expectations.
6 Signs It's Time to Hit the Refresh Button
Whether it’s hard to navigate, misaligned with your brand, or simply behind the times, your site may be signaling it’s time for an upgrade.
1. The UX Is Clunky
UX is how a user feels and interacts with a website. If visitors struggle to find what they’re looking for, can’t quickly understand what you offer, or feel overwhelmed by dense blocks of text, they’ll bounce before engaging.
Refresh Tip: Start by simplifying your navigation. A clear, streamlined sitemap, bite-size pieces of content, and intuitive calls-to-action (CTAs) can dramatically improve engagement and guide users toward conversion.
2. The Design Feels Dated
If your website still has design features last seen during the dot-com boom, it’s probably not giving the best impression. Elements like generic stock photography, inconsistent fonts, or lack of visual hierarchy make a website feel like a relic from a past digital era.
Refresh Tip: Instantly shift perception and boost credibility by introducing updated visuals, fresh typography, and a visual hierarchy that makes sense. Ditch the overused stock photos and invest in imagery (or an image treatment that makes stock images look more custom) that actually reflects your brand.
3. It's Not Mobile-Friendly
Sites designed solely for desktop often show signs of strain on mobile: overlapping text, missing images, and frustrating horizontal scrolling. And with more than 60% of global web traffic coming from mobile devices, mobile optimization is no longer optional.
Refresh Tip: Prioritize a mobile-first design approach. If your current platform isn’t cutting it, consider switching to a content management system (CMS) that supports responsive design, such as HubSpot. As a HubSpot Gold Agency Partner, we can help you make the most of the platform and its inbound marketing capabilities.
4. Your Brand Has Evolved — But Your Site Hasn't
You’ve rebranded. The logo is sharper. The messaging is tighter. The vibe is immaculate. But your website? Still telling the world you’re “innovative” in Comic Sans.
Visitors expect a cohesive brand experience across all touchpoints. So, if you’ve rebranded but your site hasn’t followed suit, that disconnect can cause confusion and erode trust.
Refresh Tip: Align your site with your new brand identity. Update colors, messaging, tone, and imagery to reflect your current positioning and voice.
CASE STUDY: See how we brought a 25-year-old brand into the modern era.
5. Accessibility Is an Afterthought (Or Not a Thought at All)
If your website isn’t accessible, it’s excluding users — full stop. That means potential customers, talent, partners, and advocates. Not to mention, it’s not great for your SEO or legal peace of mind.
Refresh Tip: Conduct an audit and make your site welcoming for everyone. Alt text, keyboard navigation, color contrast, and accessible forms are all low-effort, high-impact updates.
6. It No Longer Reflects Your Business Goals
If your site isn’t helping you attract leads, convert customers, or build authority, then what is it doing? Your website should be working as hard as you are.
Refresh Tip: Align your website with your current business goals. That might mean spotlighting case studies, reworking CTAs, regularly publishing thought leadership, or crafting clear messaging to make sure your visitors don’t leave wondering what you actually do.
Don't Start From Scratch
A full website overhaul isn’t always necessary. A smart, strategic refresh can deliver big results: faster load times, lower bounce rates, better engagement, and stronger conversions. (Not to mention, a lot less embarrassment when someone Googles your business.)
At the end of the day, your website is one of your most powerful brand assets. So if it’s looking a little dusty, don’t ignore the signs. A few thoughtful updates could make all the difference.
Is your website in need of a little TLC? The Tier One team can help.
