5 Ways to Refresh Your Website (When You Aren’t Ready for a Full Redesign)

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Anyone who has built and launched a website has likely encountered an oft-repeated acronym: SEO (search engine optimization). And while you might not have ever done SEO yourself, you've benefited from it in the past: Every day, search engines like Google employ complex algorithms to sift through more than 400 billion web pages and deliver the most relevant results.

Website owners like you use SEO techniques and strategies to get their websites to the top of the search results for relevant user queries. But SEO is not a one-time endeavor — Google and other search engines change often, and ongoing SEO ensures your website stays in front of the people you want to reach. Just as a physical storefront requires regular maintenance and updates to stay competitive, your website needs ongoing SEO to remain visible amidst the ever-changing digital landscape.

The ABCs of SEO: What is Ongoing SEO and Why Does It Matter?

Don't let the techy jargon intimidate you. HubSpot — considered one of the gold standards for SEO and digital marketing advice — defines SEO as simply a collection of strategies and tips that "expand a company’s visibility in organic search results'' and help "drive more visitors to the company’s website, increasing their chances for more conversions which leads to more customers and more revenue."

SEO Connects the Search Engine Algorithms With Your Website's Content

Regardless of your website's goal or industry niche, all SEO techniques have one thing in common: They look at ways to optimize your website's content, keywords, and links to help search engines rank your website higher in the search results when someone searches for something related to your keywords, content, or brand name.

According to HubSpot, SEO needs to address the key factors that all search engines use to determine the value of your website's content — and therefore how high in the search results your website or specific landing page should appear:

  • The intent or meaning behind why someone is searching for a specific term or question
  • The relevance between what someone searches for, and the content on your website
  • The quality of your content (for instance, a website about physical exercise written by certified personal trainers is deemed by Google to be higher quality than a website where the articles are written by non-experts)
  • The performance of your website, such as how long it takes a page to load and whether it works well on mobile devices

Static SEO Versus Ongoing SEO: Why It Matters to Stay Fresh and Keep Your SEO Updates Current

As users' web behavior changes and technology evolves, search engines proactively adjust their algorithms.

If you aren't conducting ongoing SEO maintenance and upgrades, a well-optimized website today can quickly become obsolete tomorrow, causing your search rankings to drop and attracting fewer organic visitors. Google itself updates its algorithms several thousand times per year, including significant "major" changes every few months that dramatically change how it crawls and ranks content. For example, Google's infamous Panda update changed how it ranked how-to lifestyle content on the Internet, causing one major content publisher to lose a whopping $6.4 million of traffic and advertising nearly overnight.

How Ongoing SEO Influences Your Website Strategy

Staying abreast of changes to SEO techniques and strategies provides important guidance to your content, marketing, and overarching website strategy. For example, it can dictate or influence:

  • How much content you publish, and the content's format, length, and focus
  • How you incorporate other forms of media on your website, including images, video, and audio
  • How you organize content on your site, including landing page layouts and your site's navigation
  • What keywords and target users your website focuses on

Embrace the Power of Ongoing SEO

Caroline Forsey, an expert in thought leadership and marketing content, looked at the survey results from more than 400 of the world's leading web analysts to predict the biggest SEO trends of 2024. According to her data, some of the top changes in SEO strategies this year include:

  • A heavier emphasis on expertise, meaning the content on your website should come from experts in your related field (including bylines and author bios that demonstrate the author's credentials and experience on the topic they're writing about)
  • A renewed emphasis on first-person, credible content, especially as more websites generate high volumes of low-quality AI content (Google itself has announced upcoming changes to tackle low-value articles created by AI)
  • A priority on websites that are deemed trustworthy, such as e-commerce sites with well-rated customer service, or content sites that do a good job of citing trustworthy research and statistics
  • Bonus points on content that is creative and original and doesn't simply rehash content found on other sites

Of course, these SEO trends will inevitably change every year, and ongoing SEO will keep you competitive no matter what Google, Bing, and other search engines do. No matter your website's industry or content strategy, ongoing SEO requires that you:

  • Focus on keeping your content fresh and high quality, including new blog posts or regularly refreshing and updating old product descriptions or articles
  • Conduct keyword research often, since the terms or phrases that your core audience uses will evolve over time
  • Maintain your website's overarching performance, such as mobile-friendliness as mobile devices evolve, and page load speed
  • Build a diverse portfolio of high-quality backlinks from authoritative websites within your niche, which may include outreach campaigns, getting others in your industry to write guest blogs, and participating in online forums or communities
  • Keep on top of technical and performance metrics, such as scanning your site for broken links (and fixing the links you uncover) and using tools like Google Analytics and Google Search Console to track organic traffic, keyword rankings, click-through rates, and conversion rates
  • Stay on top of algorithm changes so you can adapt your SEO strategy in real-time

Some website owners think of SEO as the first step of their promotional strategy. But it's less a first step, and more an ongoing journey to ensure you, your brand, and your content stay relevant in such a competitive atmosphere. Whether you choose to go it alone and take a DIY approach to SEO, or you choose to consult with a digital marketing and SEO agency, check in often and make sure your SEO evolves as the world around you evolves.

If you’ve noticed over time that your website traffic has declined, or your visitors aren’t converting into paying customers, it could be time for a website refresh. It’s a great option to take when you want to freshen things up but don’t have the budget or inclination to perform a full redesign.

In this article, we'll explore five ways to refresh your website, providing you with some practical food for thought.

1. Carry Out a Content Audit

When your B2B website was created, it would have been done with particular messages, content themes, and calls to action in mind. But unless you are reviewing your website content on a regular basis, there is a good chance that it is no longer 100% relevant. That’s where a content audit can help.

A content audit is an assessment of a website’s content, with the goal of improving its quality, relevance, and effectiveness. Performing a content audit can help you identify and remove outdated or irrelevant content, as well as improve the overall user experience.

During a content audit, each page on the website is reviewed and evaluated based on a set of criteria such as accuracy, value to the reader, and overall quality. Based on this evaluation, each page is assigned a status such as "keep," "update," or "delete."

Maybe you’ve got some new products or services, or your target customer has significantly changed. With a content audit, you can ensure your website always resonates with the people who matter to your business and encourages them to take the actions you want.

2. Fine Tune Your Website Navigation

In the same way, your content can become outdated, and so, too, can your website navigation. Today’s B2B buyers are busier than ever and if they can’t navigate your website intuitively, you’re going to lose business.

While you may know how to navigate your website with your eyes closed, prospective customers might not. That’s why it’s a good idea to get someone external to your business to assess your website’s navigability. If they can’t quickly and easily find what they are looking for or don’t even know where to begin, then it's time to update your navigation.

Fine-tuning your website navigation is also a good idea if you’ve carried out a content audit. You’ll probably have new content you want to showcase, as well as older stuff that can be removed from the navigation altogether (but remain on the website for SEO purposes).

3. Select Your Images - Assets vs. Stock

Stock images are extremely useful, especially for businesses that are just starting out and perhaps don’t have the budget for professional photos. However, some websites suffer from stock image overload, which detracts from their overall value.

There are a few reasons why it can be beneficial to use fewer stock images on your website:

  • Authenticity: Using too many stock images can make a website feel inauthentic and lacking personality. Using your own original images or those from a professional photographer can give your website a more authentic and unique feel.
  • Brand consistency: Using your own original images can also help maintain consistency with your brand's style and messaging. Stock images are unlikely to align with your brand's aesthetic or tone.
  • Avoiding clichéd images: Stock images can often be overused and become clichéd, which can make your website feel unoriginal and generic.
  • Legal considerations: It's important to ensure that you have the proper licenses for any stock images you use on your website. Using too many stock images can increase the risk of copyright infringement.

4. Signpost Your Socials

Social media has become a key part of many organizations’ marketing toolkits. It’s a great way to engage with your prospective customers, position yourselves as thought leaders, and drive traffic to your website. But you may not be displaying and linking to all your social accounts on your website, especially if some of them are relatively new additions.

Fortunately, adding some social sharing buttons to your website requires very little in the way of development, making it a quick win for many businesses.

5. Add a Chatbot or Conversational Form

People are busier than ever and simply do not have time to search your website looking for the information they want. While FAQs help, they usually only cover a set of standard questions. You stand to lose business if your website visitors’ queries are not answered.

By adding a chatbot or conversational form, you can engage with your website visitors and significantly increase the chances of helping them find what they’re looking for. Chatbots and conversational forms are cost-effective ways to improve customer service, increase engagement, and add a personalized touch to your website.


Need Help Refreshing or Redesigning Your Website This Year?

While all the steps we’ve outlined above can make a big difference to your website, sometimes a complete redesign is a better option. This is especially true if your branding, target customer, and main business offering have changed.

Contact us today to find out how we can help turn your website into a hard-working shop window for your business.

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