If you owned a store, you would probably do regular maintenance on its interior and exterior. Failing to do this would reflect poorly on your business. The same goes for a vehicle or even your own home. Maintenance is an ongoing expense because things wear down. This is why most people don't question the need for it. On the other hand, a website doesn't have a physical existence. It is software that's rendered on the browsers of viewing devices. This means it isn't subject to wear and tear and is why so many business owners see web design as a one-off expense.
If the world never changed, then you could treat web design as a set and forget process. Of course, that isn't true. The Internet and the people using it are constantly changing. These changes include:
Search Engine Optimization
Google changes its algorithm every day. Sometimes these changes are related to website design. If your website doesn't render well in the viewing devices of Google's users, Google will send little if any traffic your way. If you have any broken links or images on your site, this is a major red flag for most search engines, and they will basically mark your site as not being maintained/up-to-date.
Search engines now take many things into consideration when showing potential viewers your site. These things include everything from the location of your business, the reviews you have on social media, and your SEO keywords/description, right down to the descriptions and titles that you give your images and links on your site. It is important to keep these things up to date, and contantly be aware of the analytics of your site.
Update Your Website’s Technology and Tools
iPads and iPhones don't support flash, and neither does Google Chrome. If your site uses flash, then a good percentage of Internet users can't use your website. Many viewing devices today have small screens. People using these devices have no desire to deal with websites that aren't mobile friendly. If you want to utilize video, it is best to embed these files directly from YouTube. This not only will help with the compatibility of viewing these files for your users, but will help your video get more coverage/views by being posted in various locations (i.e. your website, directly on YouTube, perhaps shared via other social media sites/forums).
Update Your Website’s Design
Not staying current with design trends and modern layouts will date your website and affects the viewer's perception of your business. As a customer, if you went to a website looking for a product or service and were greeted by a website that looked like it was made in the 90's, you would most likely get the impression that this company couldn't be bothered to update its site, so you may be suspicious that the products/services on the site were also out of date. Keeping your site looking slick and cutting-edge will give the impression that you put work into keeping things updated, and by that logic that your products and services are also updated.
Revamp Based on Necessity and Market
As a good rule, you should at least consider revamping your website design from the ground up once every 5 years or so. This can be stretched if your site caters to an older clientele, but may need to be done even more often if you have a strong focus on young users or have a national/global presence.
In addition to the Internet and its users, the businesses that use websites also change. Products and services can change. Market changes and the need to stay competitive force businesses to change their marketing and sales processes, which in turn should be reflected in their web design. For example, making your products and services available for purchase online at this point in web history is almost mandatory, and expands your customer base immensely. The only way this may not be the case is if you offered a product/service for which the price was highly subjective, but even in this scenario you would want to provide a way for your potential customers to acquire a quote or speak with a sales representative.
What the above arguments point to is that you can't treat your website as a one-time expense. Although it doesn't suffer from wear and tear, the world around it doesn't stand still, and your website shouldn't either.
If you feel like it is time for your site to have some new life breathed into it, let us know and we would be happy to make it happen.