Why your agency should be selling website refreshes

January 13, 2025
0 minute read

Digital marketing agencies are constantly seeking new ways to provide more value to their clients, while simultaneously developing sustainable revenue streams. One often-overlooked opportunity lies in the websites these agencies have already sold.


To skip to the point, agencies should be selling design refreshes to their clients periodically. This is a service that benefits both the agency and their clients in profound ways. Let’s explore exactly why that is, and why design refreshes deserve a permanent place in your service catalog.


The evolution of consumer expectations


Today's digital landscape evolves at an unprecedented pace. What looked modern and engaging just two years ago might appear dated and uninspiring today. This rapid evolution isn't merely aesthetic – it reflects fundamental shifts in user behavior and expectations. Consider how mobile-first design has transformed from a nice-to-have feature to an absolute necessity, or how the rise of voice search has influenced navigation patterns and content organization.


New, AI-first internet browsers like The Browser Company’s “Dia” project, currently in development, hint at even greater transformations for web designs down the road.


The business case for regular refreshes


Website refreshes aren't just about keeping up with design trends – they're about maintaining competitive advantage. Research shows that
94% of first impressions are design-related, and 75% of users judge a company's credibility based on their website's design. When a website begins to show its age, it doesn't just look outdated – it actively erodes trust and diminishes conversion rates.


Think of website design like retail store maintenance. Just as brick-and-mortar stores regularly update their layouts, lighting, and displays to remain attractive and functional, websites need periodic rejuvenation to stay effective. This isn't about change for change's sake – it's about maintaining optimal performance in a dynamic digital marketplace.


The technical imperative


Beyond aesthetics, regular website refreshes provide crucial technical benefits. Each refresh presents an opportunity to:


  • Implement performance optimizations that improve loading speeds and user experience
  • Update security measures to protect against evolving cyber threats
  • Ensure compatibility with the latest browsers and devices
  • Incorporate new technologies that can enhance functionality and user engagement


These technical improvements directly impact key performance metrics like bounce rates, time on site, and conversion rates – metrics that directly affect your clients' bottom line.


Some platforms, like Duda, do handle infrastructure in a centralized way—meaning there’s no need to worry about security or performance optimizations. Those happen automatically. However, even platforms like that evolve. We continue to release new widgets, for instance, that could enhance the performance and/or appearance of your client’s sites.


Create a predictable revenue stream


From an agency perspective, website refreshes offer an excellent opportunity to create predictable, recurring revenue. Instead of relying solely on new client acquisition or project-based work, you can build a stable foundation of scheduled refreshes that provide consistent income throughout the year.


This approach also deepens client relationships. Regular refreshes require ongoing communication and strategy discussions, positioning your agency as a long-term partner rather than a one-time vendor. This enhanced relationship often leads to additional service opportunities and stronger client retention.


A compelling ROI for clients


When presenting website refreshes to clients, focus on the return on investment. A well-executed refresh can:


  • Increase conversion rates by aligning with current user expectations
  • Improve search engine rankings through better technical performance
  • Reduce bounce rates by providing a more engaging user experience
  • Strengthen brand perception through modern, professional design
  • Generate renewed interest from existing customers
  • Provide opportunities for improved functionality and features


By quantifying these benefits and tracking improvements after each refresh, you can build a compelling case for making website updates a regular part of your clients' digital strategy.


Some agencies may stick their nose up at the second point, that a design refresh can improve search performance. However, it’s worth taking a look back at how aggressive Google’s Core updates have been in recent years. In the rapidly transforming search landscape we currently operate within, sometimes the best thing you can do for your clients is to totally overhaul their site. After all, Google themselves claims to want the
freshest, highest quality content possible.


Structuring your service


Consider offering website refreshes as part of a tiered service model. This might include:


  • Annual comprehensive redesigns that address major structural and strategic changes
  • Quarterly updates focusing on specific sections or features
  • Monthly maintenance that includes minor design tweaks and content updates


This tiered approach allows clients to choose a level of service that matches their needs and budget while providing your agency with various entry points for the service.


If you’re already charging for maintenance, this will fit right into your pricing scheme. Consider an entirely different industry for a moment; gyms. Planet Fitness sells their product via a monthly subscription and an annual “maintenance fee.” Translating that to the web, that would be a monthly hosting fee and an occasional maintenance fee.


Implementation best practices


To successfully integrate website refreshes into your service offerings, consider these key practices:


Develop a systematic approach to evaluating websites and identifying improvement opportunities. This might include regular audits of user behavior, performance metrics, and competitive analysis.


Create a clear process for gathering client feedback and incorporating it into the refresh strategy. This ensures that updates align with business objectives and maintain brand consistency.


Build a portfolio of successful refreshes that demonstrate concrete improvements in key metrics. This evidence-based approach makes it easier to sell the service to new and existing clients.


Maintain detailed documentation of each refresh, including the rationale behind changes and their impact on business outcomes. This creates a valuable resource for future updates and helps justify the ongoing investment.


Extreme (Website) Makeover: Transform Your Duda Site Design Live

Watch the webinar


Looking forward


As digital technology continues to evolve, the importance of regular website updates will only increase. New technologies like artificial intelligence, augmented reality, and advanced personalization are already changing how users interact with websites. Regular refreshes ensure your clients stay ahead of these trends and maintain their competitive edge.


The key to success lies in positioning website refreshes not as an optional expense but as a crucial investment in digital presence and business growth. By demonstrating the clear connection between regular updates and business performance, you can make website refreshes an integral part of your agency's service offering and your clients' digital strategy.


Remember, in the digital world, standing still means falling behind. By offering regular website refreshes, you're not just selling a service – you're providing your clients with a pathway to sustained digital success while building a more stable and profitable agency business model.


Headshot of Shawn Davis

Content Writer, Duda

Denver-based writer with a passion for creating engaging, informative content. Loves running, cycling, coffee, and the New York Times' minigames.


Did you find this article interesting?


Thanks for the feedback!
A computer screen with a graph on it and a purple background.
By Santi Clarke April 24, 2025
Learn how platform ecosystems drive revenue and why they are essential for the growth of SaaS businesses.
By Santi Clarke April 24, 2025
One of the greatest challenges for SaaS platforms is keeping users engaged long-term. The term “stickiness” refers to a product's ability to retain users and make them want to return. In the context of SaaS platforms, creating a sticky product means that users consistently find value, experience seamless interactions, and continue using the product over time. The following are 7 practical strategies you can take to improve the stickiness of your SaaS solution. 1. Offer websites that help customers build their digital presence One of the most effective ways to make your SaaS platform sticky is by offering websites to your users. Many businesses today need an online presence, and by providing a platform where your customers can easily build and manage their websites, you increase their reliance on your product. When you offer users a website-building solution, you’re helping them create something foundational to their business. Websites, in this case, aren’t just a tool—they become a part of their identity and brand. This deepens their engagement with your platform, as they need your product to maintain and update their site, ultimately making them less likely to churn. Plus, websites naturally encourage frequent updates, content creation, and customer interactions, which means your users will return to your platform regularly. When you can give your users the tools to create something so essential to their business, you make them more dependent on your platform. This creates a higher barrier to exit, as migrating a fully built website to another service is no small task. In fact, websites are some of the stickiest products you can sell, so adding them to your product portfolio can be one of the best decisions you can to keep your customers using your technology for the long haul. 2. Deliver continuous value through product innovation The key to keeping users coming back to your SaaS platform is ensuring that they consistently see value in it. This means not only meeting their immediate needs but also evolving to address their growing demands. Constant product innovation is essential for keeping your users satisfied and invested in your platform. One way to achieve this is through regular updates that add new features or improvements based on user feedback. A SaaS platform that evolves with its users will keep them engaged longer, making it harder for competitors to steal their attention. Encourage user feedback and prioritize updates that create tangible improvements. This creates an ongoing relationship with your users, which boosts stickiness. 3. Offer a multi-product solution Another powerful way to increase your platform’s stickiness is by offering a suite of products or features that integrate well together. When your users adopt multiple products, they are more likely to stay because they become embedded in your ecosystem. The benefits of this strategy are clear. Research shows that once users adopt more than one product, especially when they integrate >4 tools into their workflow, their likelihood of churn decreases significantly. This happens because the more a user integrates into your suite of products, the harder it is for them to switch to a competitor. These users have invested time in learning your ecosystem and rely on it for their day-to-day operations, making it much harder for them to make the switch. 4. Create a personal connection with your users Human connection is one of the most powerful drivers of user retention. People don’t want to feel like they’re using a cold, faceless platform. By offering exceptional customer support, personalized communication, and community engagement, you build a relationship with your users that goes beyond the product itself. Make sure your support team is responsive, knowledgeable, and empathetic. You can also consider offering tailored onboarding experiences to ensure users understand how to make the most of your platform. When users feel like their success matters to you, they are more likely to remain loyal. 5. Leverage data to personalize the user experience Using data to drive personalization is another strategy that can significantly increase the stickiness of your platform. By tracking user behavior and usage patterns, you can tailor the experience to each individual user’s needs. This could mean recommending features they haven’t yet explored or sending them reminders about tools they may not be fully utilizing. Personalization gives users the feeling that the platform was designed specifically for them, making it harder to walk away from. By demonstrating that you understand their unique needs, you can build a stronger connection and ultimately increase retention rates. 6. Focus on seamless integrations and API capabilities To further increase stickiness, consider expanding your product’s ability to integrate with other tools your users already rely on. Whether it’s email marketing software, CRM systems, or social media management tools, seamless integrations add tremendous value by making it easier for users to incorporate your platform into their existing workflows. The more your product can work in tandem with other popular tools, the more indispensable it becomes. In fact, users who depend on integrations are less likely to churn since their entire ecosystem is tied to your platform’s functionality. 7. Encourage user advocacy and community building User advocacy is another powerful tool in building a sticky product. When users feel a sense of community or even ownership over the platform, they become your most passionate promoters. Encourage your users to share their success stories, join community forums, or contribute to product development through beta testing or feedback loops. A thriving user community not only increases user engagement but also creates a sense of loyalty. When users are part of something larger than themselves, they are more likely to remain committed to your platform, reducing churn and increasing lifetime value. Create deep, lasting customer relationships Making your SaaS platform sticky is all about creating a deep, lasting connection with your users. This requires building a platform that continuously delivers value, creating a seamless and personalized experience, and integrating features that keep users coming back. By focusing on product innovation, offering a multi-product ecosystem, and fostering strong user relationships, you’ll be well on your way to reducing churn and boosting user retention. Stickiness isn’t just a nice-to-have; it’s essential for long-term success. Focus on creating a platform that users can’t imagine living without, and you’ll see them stick around for the long haul.
By Shawn Davis April 24, 2025
Your team is likely pretty familiar with the products they built, but what about the ones they didn’t? Integrated tools can throw a wrench into your support operations, but they don’t have to.
Show More

Latest posts