The Myth of the 5-Year Website
You’ve probably heard it before: “A good website should last you five years.”
It’s one of those business myths that sounds comforting—like buying a couch and expecting it to survive a decade of pets, kids, and red wine. But here’s the truth: websites aren’t furniture. They’re living, breathing marketing tools that age a lot faster than we want them to. Most sites hit their expiration point somewhere between three and five years, and if you’re treating yours like a one-and-done investment, you’re probably leaving money, leads, and credibility on the table.
So where did this five-year idea even come from? Honestly, it made sense once upon a time. Ten years ago, websites were simpler, design trends moved slower, and nobody was talking about Google’s Core Web Vitals or mobile-first indexing. Agencies could hand over a shiny new site, declare it “good for years,” and walk away. But the way businesses grow—and the way technology evolves—means that timeline doesn’t hold up anymore.
Why the Myth Exists
Part of the reason this idea stuck around is that, for a long time, it was actually true. Websites weren’t the dynamic, fast-moving platforms they are now. Ten years ago, you could get by with a “set it and forget it” approach because:
Technology moved slower. Content management systems like WordPress or Squarespace weren’t shipping constant updates. Plugins and integrations weren’t as common, so there was less that could break.
Design trends had longer shelf lives. A site built in 2012 could reasonably limp along until 2016 without looking that out of place.
User behavior was simpler. Mobile traffic wasn’t dominant yet, accessibility wasn’t on most business owners’ radar, and SEO was more about keywords than performance metrics.
And let’s be honest: businesses want to believe in the five-year promise. It feels nice to think of your website as a one-time cost you don’t have to think about again. Unfortunately, that mindset belongs to another era of the internet—and hanging onto it now is what gets businesses stuck with websites that quietly sabotage their growth.
The Real Shelf Life: 3–5 Years
Here’s the reality check: most websites start to show their age in three to five years. Some even sooner, depending on how fast your industry moves. Why?
Technology changes. Platforms like WordPress, Squarespace, and Shopify are constantly updating. Plugins and integrations you rely on can become buggy or obsolete overnight. What worked smoothly in 2022 might be breaking in 2025.
Design trends evolve. A layout that felt clean and modern a few years ago may now feel heavy or outdated. (Think: gradient buttons, stock-photo hero images, or those giant sliders everyone used to love.)
User behavior shifts. Mobile-first browsing is the default, video content is everywhere, and AI-driven search is reshaping how people find you. If your site isn’t adapting, you’re already behind.
Your business evolves. Maybe you’ve raised your rates, shifted your offerings, or added new services. If your website doesn’t reflect that, it’s basically lying about who you are today.
“Your business evolves. Your website should, too.”
This isn’t about chasing trends just for the sake of it. It’s about keeping your website in sync with your growth, your audience’s expectations, and the pace of technology. Otherwise, you’re stuck with a digital storefront that looks polished on the outside but is quietly falling apart behind the scenes.
Red Flags It’s Time for a Refresh
Not sure if your site is past its prime? Here are some quick signs it’s time to roll up your sleeves:
🚩 Your bounce rate is climbing even though your traffic hasn’t dropped. (People are finding you—but leaving fast.)
🚩 Your site takes forever to load. If you’re annoyed waiting for it, imagine how your prospects feel.
🚩 Mobile is a mess. Buttons are too small, text runs off the screen, or the layout just doesn’t work on a phone.
🚩 Your services don’t match what’s online. If you’ve raised prices, changed packages, or added new offers—but your site still talks about the “old you”—that’s a credibility gap.
🚩 It looks dated compared to your competitors. If their sites feel fresh and yours feels… stuck, prospects will notice.
🚩 You’re embarrassed to send people there. If you’re hesitating to share your link, that’s your gut telling you it’s time.
👉 If more than two of these resonate, it’s probably time to start planning your refresh.
Why ‘Set It and Forget It’ Hurts Businesses
Leaving your site untouched for years might feel easier in the short term, but it quietly costs you opportunities every single day.
You miss leads. Outdated messaging or clunky navigation means people bounce before they ever contact you.
You lose trust. If your website doesn’t align with your current brand, prospects start to question whether you’re the right fit.
You get buried in search. SEO isn’t just about keywords anymore—it’s about site speed, accessibility, and content freshness. Old, stagnant pages sink.
You frustrate users. Poor mobile experiences, broken links, and slow load times send people straight to your competitors.
You stall your own growth. If your site doesn’t reflect the way your business has leveled up, you’re essentially inviting people to hire the “you” from three years ago.
Think of your website less like a printed brochure and more like your storefront window. If you never update the display, it doesn’t just look dusty—it tells people you’ve stopped paying attention.
Ready to See Where Your Site Stands?
If you’re looking at your website right now and thinking, “Yikes, maybe it’s older than I thought,” I’ve got you covered.
I put together a one-page Website Refresh Readiness Checklist that walks you through the exact red flags I look for when I audit client sites. It’s quick, it’s clear, and it’ll show you in minutes whether your site is holding you back.
🔒 That checklist is waiting for you inside the paid side of The Workroom with Storey Creative.