New website or just a refresh? A simple, honest way to decide based on speed, mobile, structure and how easily you can edit your current site.
If your website loads reasonably, works well on mobile and has a sound structure, a refresh of the copy, images and calls to action usually beats a full rebuild. If it is slow, hard to edit, or built on a platform no one supports, a new site is often cheaper over three years.
The instinct when a site feels tired is to start again, but that is often the expensive answer to a cheap problem. The right call depends on the bones of the site, not how dated it looks.
Best practice: Judge the decision on the bones of the site, its speed, mobile behaviour and how easily it can be edited, rather than on how old the design feels.
What is the difference between a refresh and a rebuild?
A refresh keeps the existing site and improves the content, images, layout and calls to action; a rebuild replaces the site from the ground up, often on a new platform. A refresh is measured in days and hundreds to low thousands of dollars; a rebuild is weeks and several thousand.
Tip: Price a refresh and a rebuild over three years, not just up front, since repeatedly patching a broken site can quietly cost more than starting clean.
When is a refresh enough?
A refresh is enough when the foundations are healthy but the presentation has slipped. If your site ticks the boxes below, spend on sharpening the message rather than rebuilding.
- It loads in around three seconds and works on phones.
- You or someone you trust can edit it without a developer.
- The structure and navigation still make sense.
- The problem is dated copy, tired images or weak calls to action.
When do you need a new website?
You need a new website when the underlying platform is holding you back: it is slow no matter what you do, it breaks on mobile, no one can support or edit it, or it cannot do what your business now needs. In those cases a refresh is lipstick on a broken foundation, and a rebuild pays for itself.
Warning: If you do rebuild, map and redirect your old page addresses, because dropping them without redirects is the fastest way to lose the rankings you already have.
| Signal | Refresh | New website |
|---|---|---|
| Loads in about 3 seconds | Yes | No, slow even after fixes |
| Works on mobile | Yes | No, broken on phones |
| Easy to edit | Yes | No one can maintain it |
| Structure still fits | Yes | Cannot do what you now need |
The short version
Refresh if the foundations are sound and only the presentation has aged. Rebuild if the platform is slow, broken on mobile, unmaintainable or unable to do what you need. When speed is the only issue, start by reading why your website is slow before deciding.
Frequently asked questions
How often should a small business rebuild its website?
Most small businesses rebuild every four to six years, with refreshes in between. If you refresh copy and images regularly and the platform stays supported, a good site lasts well beyond the old three-year rule of thumb.
Is a refresh cheaper than a new website?
Almost always; a refresh typically costs hundreds to low thousands, while a rebuild runs several thousand. The exception is when a site is so broken that patching it repeatedly costs more than starting clean.
Can I refresh my website myself?
Yes, if it is built on an editor-friendly platform, you can update text, images and calls to action yourself. Bigger changes to layout or structure are where most owners bring in help to avoid breaking things.
Will a refresh hurt my Google rankings?
Not if you keep your page addresses and content intact; updating copy and images usually helps rankings. Rankings are more at risk during a full rebuild, where changing page addresses without redirects can cost you traffic, as Google Search Central explains.
Not sure which one you need? Work through the small business website guide or take the free business health check for an honest read.