Back to the future: 7 signs it’s time your website got a refresh

If you’re reading this, you know your website isn’t performing

Jan 15, 2025

min read

Shaun Miller

,

Head of Growth

Introduction

If you’re reading this, you know your website isn’t performing—whether it’s user complaints about speed, colleagues complaining about the design, or a dreaded dip in SEO metrics. It’s not just “Should we redesign the website?” but “How bad do we need to?” Below we’ll go through 7 common triggers that might mean it’s time for a full rebuild or CMS replatform. For each trigger you’ll find:

What to look for (or “Have you noticed…?”)
How to measure it (tools and metrics)
Where to find benchmarks or support (official guidelines, external resources)

Then check out our scorecard to see how critical each one is for your business. Sometimes a patch will do. But if multiple are red or one is critical—then a full rebuild might be the way to go.

(Coming up in Part 2 we’ll look at how to sell your website rebuild to stakeholders and leadership once you’ve confirmed the scope of the problem.)

1. The design is (and feels) old

Introduction

Design is the very first thing your users experience when they land on your site—so if it looks or feels outdated, they’ll notice. A stale design can harm brand perception, user trust, and even conversion rates. This section will help you spot whether your design is truly behind the times or if minor tweaks might suffice.

Have you noticed…?

Internal teams avoiding showing the site to prospects?
Customers or partners giving design feedback about “old visuals” or “confusing navigation”?
Conversion rates (e.g. from landing pages or e-commerce checkouts) dropping, possibly due to user friction?

How to measure it

User testing: Do a quick round of moderated or unmoderated testing via platforms like UserTesting, Motives.ai or Hotjar Surveys to see where users are getting stuck.
Heatmaps & session recordings: Hotjar or Microsoft Clarity will show where users are struggling or bailing out.
Benchmarks & further resources
NNGroup (Nielsen Norman Group): In-depth research on modern UI/UX design.
Conversion rate benchmarks: Vary by industry, but tools like Unbounce or HubSpot publish data that can help you see if your design is underperforming.

Why it might warrant a rebuild

If your design system is fundamentally at odds with your brand or user needs (e.g., the whole UX journey is outdated), a surface “re-skin” won’t cut it. A full website rebuild—potentially with a modern front-end framework or headless architecture—can significantly improve user experience.

Conclusion

If the look and feel of your site are hurting conversions or brand perception, you may need more than a simple design refresh. Take the time to determine whether a deeper structural or technical rebuild is necessary to deliver the user experience your audience now expects.

2. Your CMS is out-of-date (security & compliance headaches)

Introduction

Your website’s content management system (CMS) underpins everything from content creation to site security. If you’re dealing with constant security patches, compliance risks, or an ageing platform nearing end-of-life, it may be time to consider a more modern solution. Here’s how to recognise if your CMS is putting your organisation at risk.

Have you noticed…?

Frequent patch cycles or emergency hotfixes due to vulnerabilities?
A CMS that’s nearing (or has passed) its end-of-support date?
Regulatory changes (e.g. GDPR, ePrivacy) making you unsure if your current setup meets data protection requirements?

How to measure it

CMS & plugin audit: Check your CMS vendor’s website or docs for official end-of-life announcements. For instance:
Sitecore Product Support Lifecycle
Optimizely Support Lifecycle
• Vulnerability scans: Run scans via services like Qualys or Snyk to see if you have known exploits.

Benchmarks & further resources

Security advisories: CVE (Common Vulnerabilities and Exposures) or your local cyber authority often list known issues.

Why it might warrant a rebuild

If you’re one exploit away from a major data breach—and your CMS or infrastructure is out of vendor support—a rebuild could be the safest (and most cost-effective) long-term solution. Migrating to a modern, secure architecture is often more effective than perpetually patching an obsolete system.

Conclusion

When you’re constantly playing catch-up with security fixes or battling compliance uncertainties, it’s a sign that your underlying CMS might be holding you back. A rebuild or replatform can give you a stable, future-proof foundation, reducing risk and operational headaches.

3. Content & workflow bottlenecks are everywhere

Introduction

Content is the lifeblood of most modern organisations. If your team dreads making updates or can’t publish quickly enough to support agile marketing, your CMS (and its workflows) are working against you. Assess whether your bottlenecks are minor or if your entire content approach needs a rethink.

Have you noticed…?

Team members hating basic updates because the workflow is slow and painful?
Multiple “hand-offs” for simple tasks slowing down time-to-market for product or campaign updates?
A legacy CMS that’s inflexible, making agile marketing impossible?
How to measure it
Process mapping: Map out how a single piece of content gets published; note each step and any delays.
Content velocity: Measure how often you can publish new content. If it’s far slower than your marketing plan requires, that’s a red flag.

Benchmarks & further resources

Agile marketing benchmarks: Look for industry reports or research by AgileSherpas or the Content Marketing Institute.
Headless/composable CMS approaches: Codehouse’s article on headless architecture details how a decoupled approach can streamline workflows.

Why it might warrant a rebuild

Switching to a headless or composable architecture can dramatically improve workflows, but you may need to re-platform or at least re-architect. If your current system is too rigid, patching it might waste more resources in the long run than adopting a fully modern setup.

Conclusion

If content is core to your business but slow processes and legacy tooling are preventing efficient publishing, it’s time to question the viability of your current platform. A rebuild can unlock speed and flexibility, turning content teams into enablers of your business strategy rather than bottlenecks.

4. Your SEO is failing—or stagnant

Introduction

SEO is still one of the top drivers for organic traffic and brand visibility. If you’re seeing declining or flatlining SEO metrics despite ongoing efforts, structural site issues could be at fault. This section helps you figure out whether simple optimisations or a complete rebuild is the answer.

Have you noticed…?

Keyword rankings dropping despite new content?
Organic traffic plateauing or declining in Google Analytics (or your analytics tool)?
Indexing or crawling issues flagged in Google Search Console?

How to measure it

Keyword tracking tools: SEMrush, Ahrefs or Moz will show if your core keywords are trending up or down.
Core Web Vitals: Use Google PageSpeed Insights to check performance, which affects SEO.
Google Search Console Help: Look for indexing errors and crawl issues.

Benchmarks & further resources

Search Engine Land and Search Engine Journal: Updated benchmarks on load times and ranking factors.
Google’s own resources: Tutorials and guidelines for indexation and mobile performance.

Why it might warrant a rebuild

If you find major structural problems—like poor site architecture, old code, or slow mobile performance—you may need more than a quick fix. A website rebuild can give you the chance to re-architect your site for better search visibility from the ground up.

Conclusion

Consistently dropping SEO rankings or stagnant organic traffic can significantly impact revenue and brand reach. If short-term fixes aren’t budging the needle, look to a full rebuild to tackle the underlying structural causes and future-proof your site against ongoing algorithm changes.

5. Your organisation has changed significantly

Introduction

Organisations evolve rapidly—whether through mergers, acquisitions, rebrands, or new leadership. If your website no longer reflects who you are or what you do, customers and prospects will feel the disconnect. Here’s how to tell if your site is stuck in the past, while your organisation has moved on.

Have you noticed…?

A recent merger, acquisition or rebrand and the site doesn’t reflect it?
New leadership pushing a different strategy or product focus?
Colleagues saying the site feels like “the old us,” not the team you are today?

How to measure it

Brand & messaging audit: Compare your official brand guidelines or mission statement with the content on the site.
User surveys: Ask customers or internal teams if the site feels aligned with where the business is going.

Benchmarks & further resources

Brand consistency research: Forrester and Gartner often publish research on how brand alignment impacts customer trust.
M&A impact guides: Consultancy sites (e.g. Deloitte, PwC) publish articles on combining digital assets post-merger.

Why it might warrant a rebuild

Shoving new brand elements into an old architecture is like patching a roof when the walls are crumbling. A rebuild ensures you present a unified brand identity and user journey—particularly important post-merger or after a strategic realignment.

Conclusion

When your website no longer matches your organisation’s identity or direction, your customers sense the disconnect. At that point, a website overhaul (rather than piecemeal updates) is often the most efficient route to preserving brand trust and clarity.

6. Accessibility is an afterthought

Introduction

Accessibility isn’t merely a legal requirement; it’s also a moral imperative for inclusive digital experiences. If your site isn’t accessible, you’re potentially excluding users and putting your business at risk of compliance issues. This section helps you see if accessibility is just a box-ticking exercise or a fundamental gap in your site.

Have you noticed…?

Customers or colleagues complaining about site navigation (e.g. no keyboard-only support)?
A feeling your site fails basic WCAG (Web Content Accessibility Guidelines) standards (colour contrast, missing alt text, form errors)?
Concerns about legal exposure (e.g. under UK or EU accessibility regulations)?

How to measure it

Automated scans: Use free tools like Wave from WebAIM or the axe DevTools browser extension to find accessibility gaps.
Manual testing: Tools are helpful, but real-world testing with screen readers (e.g. NVDA, VoiceOver) and keyboard navigation is key.

Benchmarks & further resources

W3C’s official WCAG 2.1 Guidelines: Explains success criteria and levels (A, AA, AAA).
WebAIM’s annual reports: Show the state of accessibility across the web.

Why it might warrant a rebuild

If your whole site was built without accessibility in mind, patching issues one by one may be labour-intensive and incomplete. A full rebuild offers the chance to design inclusively from the start, addressing structural issues in templates, navigation, or media handling.

Conclusion

Beyond meeting legal obligations, a commitment to accessibility means reaching the widest possible audience and reflecting your organisation’s values. If your site is fundamentally inaccessible, a rebuild gives you the fresh start you need to do it right.

7. The competition is overshadowing you

Introduction

In a digital-first market, your competitors aren’t standing still. If their websites offer faster performance, a slicker user journey, or more innovative features, it can undercut your own brand perception and cost you in sales or partnership opportunities. Paying attention to competitor advancements ensures you’re not losing ground by inertia.

Have you noticed…?

Competitors launching new digital experiences, platforms or rebrands that garner attention in your industry?
Prospects or customers commenting that a competitor’s site is more intuitive or visually appealing?
Pitch or RFP feedback indicating your site’s shortcomings are a deciding factor against you?

How to measure it

Competitive analysis: Use tools like SEMrush, Ahrefs or GTmetrix to benchmark your site’s speed, SEO visibility, and user experience against key rivals.
Direct customer or prospect interviews: Ask what sites they compare you to and how yours stacks up—both functionally and aesthetically.

Benchmarks & further resources

Industry reports: Look for trade association or analyst data (e.g. eMarketer for digital trends) on average load times, conversion rates, or emerging design standards.
Competitor case studies or PR: If rivals publish news about performance gains or design awards, it’s a sign they may be pulling ahead digitally.

Why it might warrant a rebuild

If your site feels noticeably behind in functionality, speed, or design—and direct rivals have invested in modern tech stacks—a rebuild can help you close the gap or even leapfrog them. Sticking with an outdated platform can lead to a steady loss of market share as user expectations evolve.

Conclusion

Staying competitive online goes beyond aesthetics; it’s about meeting (or exceeding) modern user expectations. If your nearest competitors are gaining ground because they offer a superior digital experience, it may be time to invest in a deeper rebuild that puts you back on top—or at least keeps you firmly in the race.

Scorecard: how big are these issues for you?

Use this scorecard to rate each trigger for your organisation. For each section consider not only whether the issue is present but also the impact on business and user experience. Add up your total to see if you need to patch or rebuild.

Scoring guidance

1–2: Not a big deal right now or can be fixed with small updates.
3: A pain point. Can be patched for now but start thinking long term.
4–5: Red flag. Might be a deeper issue that requires a full rebuild.

Total score

< 10: Small or isolated issues—can be fixed with targeted updates.
10–20: Multiple moderate triggers or a couple of big ones—time to budget for big changes.
> 20: You’re behind. A full website rebuild or replatform is probably cheaper than patching.

Where most enterprise sites land

From our experience running similar scoring exercises in discovery workshops, many large-scale or enterprise websites fall in the 10–20 range. That suggests they have at least a few recurring issues (or one big, persistent one) that warrant serious planning for a more substantial overhaul. If you find yourself in that bracket, the time to prepare for a website rebuild is now—waiting too long often lets small problems compound into bigger ones.

Now what

A website rebuild is no easy task, but if you’re seeing red flags across design, security, brand alignment, workflow inefficiencies, or accessibility, it might be your best strategic move. By rating each trigger and quantifying them with real data, you’ll be able to make a stronger case to your stakeholders.

Up next: Part 2

In our next article—“The computer says yes: how to get stakeholder buy-in for your website rebuild”—we’ll show you how to turn these findings into a pitch that will resonate with finance teams, senior leadership, and other decision makers. Whether you have a tight budget or competing priorities, we’ll give you the frameworks to make your case and get that green light.