Answer · Website Redesign
How Do I Know If I Need a Redesign?
The short answer
You need a redesign if any two of these are true: your site is 4+ years old, your Core Web Vitals are red, your conversion rate is under 1.5%, your traffic is flat or declining 12 months YoY, or a sales prospect has commented on how dated the site looks in the last 90 days.
№ 01The longer answer
The 5 diagnostic signals: age (4+ years is the threshold where theme assumptions start failing in 2026 browsers), Core Web Vitals (red LCP or CLS in Search Console), conversion rate (under 1.5% on a B2B site signals broken funnel), traffic trend (flat or down YoY indicates SEO drift), and qualitative feedback (prospects mentioning the site looks dated). Two of these = redesign justified. Three or more = redesign urgent.
The wrong signals to redesign on: the founder is bored of the design, a competitor launched a new site, the marketing team wants a ‘refresh’ as a brand exercise. These are aesthetic motivations, not business ones. They don’t pay back. We refer these prospects to lower-cost Refresh tier ($2K) instead of Standard Redesign ($6K).
The right time to redesign isn’t when you’re sure — it’s when the math says the new conversion lift will pay back the redesign cost within 8 months. For most mid-market B2B at $1M-$20M revenue, that math works whenever 2+ diagnostic signals are true.
The $500 audit is the right scoping vehicle if you’re unsure. We run the diagnostic across your existing site, GA4, GSC, and current conversion rate, and tell you in 5 days which tier you need (or that you don’t need to redesign yet). The audit credit applies to the redesign engagement if you proceed.
№ 02Is my site too old to bother redesigning?
No. We’ve redesigned sites that were 10-12 years old. Older sites usually need rebuild rather than redesign, but the path forward exists either way.
№ 03My site looks fine to me. Do I still need one?
Maybe not. Run the 5 diagnostics. If only 1 is true, redesigning is premature. If 2+, the math will justify it.
№ 04How often should we redesign?
Every 4-5 years on average for mid-market B2B. Some industries (SaaS, agency, modern services) refresh every 2-3 years. Some (professional services, B2B manufacturing) extend to 6 years.
Go deeper
Related questions
Three Ways to Start · No Sales Pitch
Want this answered for your business?
$500 audit. 5-day delivery. Refundable on engagement.