How often should I redesign my website?

Don't redesign on a schedule. Redesign when the data says to.

The average B2B website is redesigned every 2-3 years, but this cycle is often driven by aesthetics ("it looks dated") rather than performance ("it's not converting"). A redesign costs $15,000-$50,000 and takes 2-4 months of organizational attention. That's a significant investment to make because someone saw a competitor's new site.

Redesign when: conversion rates are declining and you've exhausted A/B testing options, your technology stack can't support required features, Core Web Vitals are poor and can't be fixed without architectural changes, or your business model has fundamentally shifted (new products, new market, new brand).

Don't redesign when: you're bored with the design, a competitor launched a new site, you have a new marketing VP who "wants to put their stamp on it," or you think a redesign will fix a traffic problem (it won't — that's a content/SEO problem).

Instead of big redesigns, adopt continuous improvement: run monthly A/B tests, update content quarterly, refresh visuals annually (new photos, updated typography), and reserve full rebuilds for technology migrations. This approach costs less, disrupts less, and performs better.