This is a strange title, I admit. Even stranger if you don’t surf.

But hear me out.

When I ask, “When was the last time you changed the wax on your website?”, what I am really asking is, when was the last time you updated or refreshed your website’s design and content?

Just like how a surfboard needs to be re-waxed regularly (or once a year, if you’re me), websites need glow ups in order to remain relevant, engaging and functional.

How do you know when your website is due for a refresh though?

Are there any risks to leaving it untouched for too long?

Why is it important to keep your website updated?

I know your time is precious, so I’ll make this quick.

Here’s what I’ve learned after 10 years of copywriting and marketing about updating websites.

New surfboard or trash-bin foamie?

Websites are more than just a digital signpost pointing people towards your brand.

They’re a first impression. A virtual meet-and-greet. An opportunity to say boldly and clearly, “This is what we do and why we’re good at it”.

And I’m not the only one who thinks this.

Almost half of all internet users, (48%) view web design as THE crucial factor in determining the credibility of a business.

That’s 4.8 people for every 10 who visit your site.

So, when was the last time you updated your website?

Can you say with confidence that your website accurately represents your business?

From small paragraph rewrites to title testing and full redesigns, brands who are serious about attracting the right clients, guests or subscriptions understand the need to update their websites regularly.

A refreshed website has the same pull as a new surfboard. It looks shiny, new and optimised for performance.

A tired website, on the other hand, can resemble a trash-bin foamie. Tired, lifeless and in need of extensive repairs.

Do you want your website to be the trash-bin foamie of your industry or the sleek, high-performing surfboard that catches all the waves?

10 benefits of giving your website a glow up

That’s the funny thing about website redesigns and refreshes.

There are just as many quantifiable benefits as there are intangible ones.

Case and point: an updated website will no doubt improve user experience (UX), but it also shows to potential clients that you understand the value of investing in your own brand.

One of these you can track. The other only becomes apparent when you’re convincing a potential client to do just that — invest in their brand.

What are the other benefits of updating your website?

1. Improved user experience (UX) leads to more time spent on your site, which in turn can lead to increased conversions and sales
2. A refreshed design or even a new website platform can make your brand look more modern, professional and trustworthy
3. Updated content shows that you are actively engaging with your audience and staying current in your industry
4. Regular updates can improve search engine optimisation (SEO) by making sure your website is using the latest techniques and algorithms
5. A refreshed website is a reflection of a thriving business, giving potential clients confidence in working with you
6. It allows for easy integration of new technology and features, making your website more interactive and engaging
7. An updated website can better showcase your products, services or portfolio, potentially leading to increased sales and clients
8. It can help you stand out from competitors who may have outdated or poorly designed websites
9. Regular updates can catch and fix any technical issues before they become major problems for your website
10. It shows that you care about providing the best experience for your customers and are willing to invest in your own brand’s success

The risks of leaving your website to yellow

Before we go any further I want to make one thing clear. You’ll NEVER be finished with your website.

Like owning a house, owning a website is a lifelong commitment.

You’ll forever be looking at things you can improve, add or tweak.

Where the good brand owners and the great ones differ though is that the great ones never let their site slip into disrepair.

They know that for all the benefits that updating your website can bestow, leaving it to rot can be equally as damaging.

Aside from the obvious issues such as outdated information and broken links, there are more pressing risks associated with neglecting your website.

1. Decreased traffic: As search engines become smarter and more selective about which websites they rank highly, an outdated or poorly maintained website can result in a decrease in organic traffic
2. Negative user experience: A website that is slow to load, has broken links or outdated content can lead to a frustrated and uninterested audience
3. Loss of credibility: An outdated website can reflect poorly on your brand and make potential clients doubt your ability to provide quality products or services
4. Missed opportunities: Your website is often the first point of contact for potential clients and if it fails to impress or engage them, you may be missing out on valuable opportunities for growth and success
5. Vulnerability to hackers: Outdated software and security protocols can make your website an easy target for hackers, putting your brand’s reputation at risk

How do I know when my website is due for a refresh?

Wondering whether your website needs a small touch up or a complete overhaul?

Let’s not beat around the bush. Updating your website is a BIG time and money investment, which means refreshing it requires careful consideration and planning.

As a general rule, it’s recommended to update your website every 3-5 years.

However, there are certain factors that may indicate the need for a refresh sooner rather than later:

• Changes in your brand or business model
• Outdated design or functionality compared to competitors
• Decrease in traffic or engagement
• You want to add another language to your website
• Negative feedback from users about user experience
• Difficulty making updates or changes on your current platform
• Changes in technology or algorithms that could impact your website’s performance

Final thoughts

If there’s one indicator that your website needs a refresh, it’s that you avoid looking at it altogether.

Your website is a crucial component of your brand’s online presence and should be treated as such.

Regular updates and maintenance can ensure that it continues to accurately represent your business and attract the right audience.

Don’t let your website become the trash-bin foamie of the surf industry. Pull the trigger and give it the glow up it deserves.

It’s short term pain for long term gain, and when you consider the fact that your website is often the first point of contact for potential clients, it’s a no-brainer investment.

Update your website here