Redesign or Refresh? How to Know When It’s Time to Blow Up Your Website

Let’s break it down like a web therapist would.

When to Do a Full Redesign

A redesign means you’re not just changing how the site looks you’re also rethinking how it works. We’re talking UX, navigation, functionality, tech stack, content structure all of it. You go this route when the problems run deeper than just aesthetics.

Do a redesign if…

• Your site is confusing to navigate. If users get lost in dropdown hell or bounce before converting, the architecture needs help.
• Mobile performance is terrible. If your site’s responsive behavior is a patchy afterthought, it’s time.
• You’ve outgrown your CMS. Or worse, you're patching together plugins just to make basic things happen (hi, WordPress).
• You’ve rebranded or repositioned. New audience? New services? New voice? A total rethink may be in order.
• You’re doing major accessibility or compliance upgrades. Like, say, for Section 508 or WCAG. It's cleaner and more cost-effective to rebuild with accessibility baked in.
• The backend is a nightmare. If adding content feels like defusing a bomb, and you’ve got 32 plugins just to publish a blog post, hit reset.
• You’re merging multiple sites or platforms. Don’t duct-tape them together. Redesign with intent.

A redesign is a strategic investment not just a facelift.

When to Do a Design Refresh

A design refresh keeps your core structure and functionality but updates the visual layer. Fonts, colors, imagery, maybe a little CSS polish to make things feel more modern and cohesive. It’s like getting a new haircut instead of reconstructive surgery.

Do a refresh if…

• Your site feels dated, but works fine. Maybe the aesthetic screams 2015, but it’s technically solid and converts well.
• Your branding changed slightly. You updated your logo or palette but not your whole identity.
• You want to improve accessibility or readability. Larger text, higher contrast, better spacing all possible without burning it all down.
• You’ve got seasonal or campaign-based needs. A refresh can help promote a new initiative or align with a temporary brand push.
• You’re testing new design directions. Try it on a few landing pages. See what sticks.

Design refreshes are faster, cheaper, and less disruptive. Great when your foundation is solid but your look needs love.

Warning Signs You’re in “Redesign Denial”

• You’re doing a refresh every six months and still unhappy.
• Teams complain that updating content is too hard.
• Your analytics show users struggle with core tasks.
• You’re retrofitting features that your CMS never really supported in the first place.

That’s not a refresh problem. That’s a systemic problem.

TL;DR

Need a second opinion? Run a quick usability audit or do a content inventory before making the call. Your future self and your users will thank you.

Tired of rolling the dice every time you need a site refresh? Stop redesigning just to stay functional. Build on a platform that lets you iterate, improve, and publish without panic.

Still weighing whether a redesign is worth the investment? Before you budget, make sure you're not forgetting the sneaky stuff — here are 8 overlooked website and app costs that tend to surprise even seasoned teams.