What is the Average Lifespan of a Website?

Posted on January 13th, 2023 by nms

The average lifespan of a website can vary depending on numerous circumstances and how well the owners care for the site. The best websites are so well-made and solidly established that it’s easy to assume they will last forever. But while many sites have impressive lifespans, most will ultimately close down, sometimes for good.

Which begs the question: how long do websites last? What is the average lifespan of a website?

Many factors affect the longevity of a website, including how often it is updated or redesigned, the nature of the industry, and visitor trends. But more often than not, a website will have to undergo periodic makeovers and even full revamps to remain viable and effective.

It will help if solid SEO principles solidify the website’s content. Building a website from a sound search strategy dramatically increases its chances of going the distance. It is especially true in insurance marketing, where changes in market demand and customer expectations warrant frequent changes.

The Average Lifespan of Typical Websites

Research suggests that most websites have an average lifespan of 2.6 years. Of course, this does not have to be the precedent. Depending on various factors, some sites could last much longer or fail sooner. Regardless, this provides a general timeframe within which they could reasonably expect a website to live.

Factors That Make Website Redesign Necessary

The need to change a website depends on various factors and circumstances, making it difficult to pinpoint when the “right time” will be. Some common motivators compel many businesses to consider a site update. Examples include:

Business or Industry Changes: Any time a company undergoes a significant change is an excellent time to consider revamping the website. Whether the changes result from internal redirection or external market forces, a substantial difference in direction and focus requires a major image overhaul.

Changing Customer Behaviors: Customer behaviors and expectations often play a huge role in shaping company policy and focus. The shift from computers to mobile devices is a good example. It is a significant enough change that some might rethink how they design their website. Generally, businesses should design websites to provide the best possible user experience.

When to Rework a Site

As with many aspects of marketing, the effectiveness of a campaign or strategy often sets the pace. If a website continues to perform as expected and achieves the goals the owner sets, there isn’t a good reason to change it. Why fix something that isn’t broken?

Conversely, a website that consistently fails to live up to its owners’ expectations and meet the established objectives is probably long overdue for an update. At that point, the answer should be obvious.

It is time to update a website before it’s too late. Keeping watch for the motivating factors described above and knowing when to act on them will help business owners determine when the right time is to make a change.


No matter how well one designs a website, it will need periodic refreshing and revamping to remain an effective marketing tool. Remember that, in the realm of insurance marketing, the primary aim of a website is to convert casual searchers to paying customers. If the website isn’t achieving this goal, it may be time for a makeover.

About Agency Tsunami

Agency Tsunami is the digital marketing division of Neilson Marketing Services, who has provided the insurance distribution sector with innovative marketing and communication solutions for over twenty-five years. With our Agency Tsunami program, we have implemented an integrated marketing strategy that includes optimized, professional websites supported by high-quality SEO and Social Media for hundreds of insurance retailers and wholesalers. Our goal is to help your insurance business perform and generate new opportunities. Give us a call at (800) 736-9741 to learn more about how we can do that for you.