A refresh updates the look and content of a site that still works structurally: new design, cleaner pages, better photos. A redesign rethinks the structure itself: what pages exist, how people move through them and what the site is for. If your offer, audience or goals have changed, you likely need a redesign. If the bones are fine but it looks dated, a refresh may be enough.
Most business owners know when their website feels off. The harder question is how much needs to change. Here's a simple way to decide.
Signs a refresh is enough
- Your services and audience haven't changed much.
- Visitors can find what they need, the site just looks dated.
- The page structure still makes sense.
- You mainly need better photos, cleaner typography and tighter copy.
Signs you need a redesign
- You've added, dropped or repositioned services.
- You're targeting a different kind of client than when the site was built.
- People call to ask questions the website should answer.
- The site is hard to update, slow or breaks on phones.
- Your best work isn't visible.
What each one involves
A refresh keeps the structure and updates the experience: new design direction, updated pages and better imagery.
A redesign starts with strategy: who the site is for, what they need to decide, and which pages get them there. Then it's designed and built from that foundation.
A quick test
Open your homepage and ask three questions. Does it say what you do, for whom, in the first few seconds? Can a new visitor find proof of your work? Is the next step obvious? One "no" points to a refresh. Three points to a redesign.
Either way, protect what works
Keep the pages that bring in traffic, and set up redirects for any address that changes. A new site should build on your existing visibility, not reset it.
Frequently asked questions
Is a refresh cheaper than a redesign?
Usually, because the structure and much of the content carry over. The savings shrink if the content needs heavy rewriting.
Will a redesign hurt my search rankings?
It can if pages are removed without redirects. A careful redesign maps old addresses to new ones so existing links keep working.
How often should a website be redesigned?
There's no fixed rule. Redesign when the site no longer reflects your business or stops doing its job, not on a calendar.
Need a better website?
Fixed-scope packages from $3,500.