If you’ve had your website for a while, you’ve probably wondered when it’s due for an upgrade. The truth is, websites don’t last forever. On average, a business website has a lifespan of around 2 to 3 years before it starts showing its age (Forbes 2021; Radical Web Design 2023; Marisa G Studios 2023).
That doesn’t mean your site will suddenly fail after three years. At GOOP Digital, we’ve seen many clients get closer to five years (and beyond) out of their websites when they’ve been properly maintained, updated and supported. With the right care, you can extend that life. But if your site is looking tired, slow or hard to use, you’re probably already losing opportunities.
Why websites have a short lifespan
- Technology changes fast – browsers, devices and Google’s requirements evolve constantly.
- Design trends move on – a dated look makes your business look dated too.
- User habits shift – people browse via mobile, voice search and across different platforms.
- Competition improves – if competitors invest in better websites, you cannot afford to lag.
- Search is changing – two or three years ago, few were designing for AI-driven search. Today, tools like ChatGPT, Perplexity, Claude and Grok pull from clear, structured and authoritative websites. If your site is not optimised for AI, your effectiveness will diminish, as AI steals market share from traditional search engines such as Google.
Can you stretch the lifespan?
Yes. Regular updates, security patches and content improvements can extend a website’s useful life to four or even five years. The way people search online is changing quickly, so designing for AI-driven platforms alongside traditional search engines is now critical. This was not on most radars two to three years ago. Now is the time to get ahead of your competition.
The takeaway
Most websites last 2 to 3 years, but with ongoing care and support, five years is realistic. A website built in 2022 might still run fine today, yet if it was not designed with AI in mind, it is already behind. The businesses that move now will have the advantage as AI-driven search becomes the default way people find information.
Ready to talk about your website?
If you would like to discuss upgrading your website to meet today’s standards and make sure you are visible in both Google and AI platforms, give the GOOP Digital team a call. We can help you decide whether you need a refresh or a full rebuild.
References
Forbes. 2021. Your website’s life span may be shorter than you think. Forbes Agency Council, 1 March. Available at: <https://www.forbes.com/councils/forbesagencycouncil/2021/03/01/your-websites-life-span-may-be-shorter-than-you-think/> [Accessed 19 August 2025].
Marisa G Studios. 2023. How long does a website last? Here’s what you need to know. Available at: <https://www.marisagstudios.com/how-long-does-a-website-last-heres-what-you-need-to-know/> [Accessed 19 August 2025].
Radical Web Design. 2023. What is the average website lifespan (plus 5 ways to extend it)? Available at: <https://radicalwebdesign.co.uk/blog/what-is-the-average-website-lifespan-plus-5-ways-to-extend-it/> [Accessed 19 August 2025].