So you did what any responsible leader would do. You built the case. You aligned stakeholders. You carved out budget in a year that didn’t exactly have a lot of slack. You screened agencies, reviewed decks, interrogated process, weighed cost against capability. You made a smart choice and invested in a modern, scalable website that finally matched the ambition of the organisation.

Launch day came and it delivered. The site was one that supported sales, strengthened employer brand, and gave your team something they could be proud to point customers toward.

And then, once the fanfare passed and business resumed its usual rhythm, the real question surfaced — the one almost every leader faces and few openly discuss:

How do we keep it this way?

How do you stop this brand-new site from sliding back into irrelevance?

How do you keep it fresh and aligned with your brand as it evolves?

The Modern Website Reality (That Nobody Likes to Admit) Link to this headline

Websites don't fail from lack of creativity they fail from lack of capacity.

You’re managing:

• Campaigns, content funnels, events, PR, socials, paid media, email…
• Brand updates, product launches, PR moments, hiring pushes…
• Constant reporting, budgeting, quarterly shifts and pivots…

…and the website is just one of 100 priorities fighting for attention.

Meanwhile:

• Publishing content feels like a chore
• SEO rules change faster than you can update a slide deck
• AI crawlers are rewriting how search works overnight
• Accessibility & compliance never stop expanding
• Dev queues stay full
• And every stakeholder thinks the website should be updated yesterday

So “we’ll fix it later” becomes the unofficial policy.

And later? Rarely comes.

What the Data Says Link to this headline

We’ve matched our qualitative frustrations with quantitative benchmarks. Here’s what the numbers reveal

Content decays within months.

Redesigns are frequent.

71 % of marketing leaders say they redesign their websites every 1–3 years says HubSpot Blog

According to a study of Alexa’s top 200 marketing websites, the average lifespan of a site is 2 years and 7 months

So… How Do You Actually Keep Your Website Up to Date? Here's Our Approach. Link to this headline

After working with fast-growing B2B organisations, here’s what we’ve learned:

If You're Nodding Right Now… Good. Link to this headline

We know running a website is hard work and we’d love to hear from you. Get 20 minutes of our UX expertise for free when filling out our survey about your relationship to your corporate website. Please leave your email at the end of the survey, so we can contact you

You’ll walk away with:

• A mini audit of where your site might be slowing you down
• Recommendations on what to fix (and what to ignore)
• A clearer view of what a sustainable website setup could look like