An RPF contains many different types of questions. Recently, we were invited to submit a proposal to a firm and their RFP had many interesting and thought-provoking questions. However, there was one in particular that struck a chord with us: “In your opinion, what should be the lifespan of a website?”
Any branding agency knows that this is not an easy question to answer. Is it a trick question or does the firm truly want to know a distinct number for the lifespan of a website? Do you give a simple answer or do you give an answer and elaborate on your reasoning?
We decided to go with the latter rather than leaving it up to the prospective client to figure out the resons behind our answer. The lifespan of a website depends on many factors. A well-defined brand is an essential component to all creative, including a website. With a brand platform in place, your firm has a clear direction that makes designing, developing and producing a website a much more strategic, efficient and effective process.
We all know that your website is your most important communication vehicle. It is where the majority of potential buyers or clients look to for information about your firm. A website should always be evolving and not something that collects dust. It should be kept fresh and updated by adding new content (i.e., news items, blog posts, thought leadership, video, updated practice area info, etc.).
It is also essential to consistently monitor your site via lead generation, Google Analytics, etc. to determine if your objectives are being met. If they are not, or if there are other areas that need more exposure, you have a unique opportunity to update the site and capture those visitors.
In addition, look at your industry and the trends among your competitors and ask yourselves the following questions:
- Is your target audience demanding more?
- Can new technology provide more opportunity?
- Are there new industries you want to target?
So, can an agency give you an exact number on the lifespan of a website? No. No one can actually determine this for you and if they say they can, they are not being honest with you. BUT, can an agency provide you with the tools to monitor your site to make smart marketing decisions that will help meet your firm’s objectives? Absolutely!
We would love to hear your thoughts on this topic as many firms struggle with the thought of redesigning their website vs refreshing their website.
