10 Things To Consider When Refreshing Your Website
A website refresh isn’t just about a fresh coat of digital paint—it’s a strategic move to strengthen your brand, improve performance, and ensure your online presence aligns with evolving customer expectations. Whether it’s been three years or three months since your last update, a website that’s slow, outdated, or hard to navigate could be costing you conversions.
At The BLU Group, we help businesses across industries revamp websites with purpose—balancing sleek design with functionality, user experience, and search visibility. Here are the some factors to consider when refreshing your website.
1. Brand Colors And Visual Identity
Consistency is key, but so is relevance. If your brand has grown or evolved, your color palette, fonts, and imagery should reflect that. Freshening up your visuals can modernize your look while keeping your brand recognizable.
Tip: Reassess your color contrasts to ensure readability and accessibility across devices.
2. User Experience (UX)
A beautiful website means nothing if users can’t find what they need. Streamlined navigation, intuitive page layouts, and clear calls to action are essential.
Ask yourself:
- Is your menu simple and easy to use on mobile?
- Can users complete a task (e.g., contact, shop, learn more) in under 3 clicks?
- Are you guiding users where you want them to go?
3. Search Engine Optimization (SEO)
A refresh is the perfect time to audit your SEO. Make sure your site is optimized for the keywords your customers are searching—and that your content is built to rank.
Key elements to update:
- Page titles and meta descriptions
- Header structure (H1, H2, H3)
- Keyword integration in content
- Internal linking
- Image alt text
Not sure where to start? The BLU Group can help create an SEO strategy that drives traffic and conversions.
4. Plugin And Platform Updates
If you’re using WordPress or another CMS, outdated plugins and integrations can slow down your site—or worse, open the door to security vulnerabilities.
Checklist:
- Audit all plugins for functionality and relevance
- Remove anything unused or unsupported
- Update your CMS and plugins to the latest version
- Test everything before and after updates
5. Mobile Responsiveness
Over half of most website’s traffic comes from mobile. Your refresh should prioritize responsive design to ensure a seamless experience across all screen sizes.
Test on:
- iOS and Android devices
- Tablets and large screens
If your site still relies on outdated layouts or non-responsive templates, it’s time for a change.
6. Site Speed And Performance
A slow website leads to high bounce rates and lost business. During your refresh, evaluate what’s weighing your site down—large images, bloated code, or unused features.
Tools to use:
Our team helps clients streamline performance without compromising design.
7. Content Organization And Messaging
Website structure affects both SEO and usability. Make sure your content is:
- Clear and goal-driven
- Properly grouped by category or service
- Updated with your current offerings, values, and differentiators
Even small updates to your headlines, service pages, and contact forms can make a major impact.
8. Accessibility Standards
Inclusivity isn’t optional—it’s expected. Your website should be usable for everyone, including visitors with disabilities.
Key accessibility elements:
- Alt text for all images
- Keyboard navigation support
- Sufficient color contrast
- Clear labels on forms and buttons
- ARIA tags and semantic HTML
If accessibility hasn’t been part of your website planning, now’s the time to incorporate it.
9. Analytics And Conversion Tracking
You can’t improve what you don’t measure. A website refresh is the right time to:
- Set up or audit Google Analytics
- Configure event tracking and goals
- Ensure conversion points (forms, clicks, downloads) are trackable
This data helps inform what’s working—and what needs improvement.
10. Your Business Goals
Every update should support your objectives. Whether you’re focused on lead generation, e-commerce growth, event sign-ups, or brand awareness, your website should actively help you achieve those goals.
Ask yourself:
- What do I want my visitors to do?
- Are we making that path clear and compelling?
At The BLU Group, we build websites that do more than look good—we build them to perform.
Ready To Refresh With Purpose?
Your website is your brand’s digital headquarters. Let’s make sure it reflects who you are, what you offer, and why you stand out. Contact The BLU Group today to schedule a website consultation. Whether you need a full redesign or a strategic update, our team is here to help you make every click count.
