How Often Should You Update Your Website?

A website isn’t a “set and forget” asset. Like a shop, it needs attention to stay effective, secure and relevant. But how often should you actually update it, and what does updating really involve? Here’s a sensible approach.

It’s less about constant change and more about not letting it go stale.

Content: keep it fresh and accurate

At a minimum, make sure your information stays accurate — prices, services, opening hours, team. Beyond that, adding fresh content like news or blog posts signals to both customers and Google that your business is active and current.

A site that clearly hasn’t been touched in years quietly erodes trust.

Maintenance: little and often

The technical side — software updates, security, backups — should happen regularly and quietly in the background (ideally weekly). Neglect here is how sites get slow, break or get hacked. This is exactly what a care plan handles.

Routine maintenance prevents the expensive problems before they start.

The bigger refresh

Every few years, design and technology move on, and it’s worth a more significant refresh or rebuild to stay modern, fast and competitive. If your site looks or feels dated, it’s probably costing you.

We keep sites fresh with ongoing care, and refresh or rebuild when the time’s right.

What to update and what to leave alone

High-value evergreen pages — your homepage, core service pages, about page — should only be changed when the content genuinely needs to improve. Rewriting them frequently for the sake of freshness often disrupts rankings without adding value. The stability of a well-optimised page is part of its SEO value.

Blog posts, guides and news content benefit from regular updates when the underlying information changes. A guide to Google Analytics written before GA4 launched needs updating. A pricing page needs updating when prices change. A team page needs updating when people join or leave. Keeping factual content accurate is good for visitors and good for search trust.