If your Web site is old and out-of-date, you might need to replace it completely. On the other hand, you might be able to save money and time yet still create an effective new site simply by performing a Web site refresh.

I recently completed a Web site refresh for M.M. Hayes Company, Inc. (www.mmhayes.com).

Here were the five main elements of the refresh that helped the company meet all its defined objectives for a new Web site—without having to incur the higher costs and longer project time of building an entirely new site.

1. Open it up: The old site was constrained to 800 pixels wide, but most monitors today are at least 1024 pixels wide. In addition, the old font size was small and difficult to read, especially for a target audience older than 20-something. The refreshed site stretches across browser windows and uses a larger font family. Making the site wider also permitted the addition of a third column on the right for context relevant information and offers on individual pages.
2. Prioritize home page: The old home page gave equal weight to three different lines of business, one of which was no longer appropriate. The refreshed site gives priority to the main line of business, directing the user to the most important content immediately.
3. Update content: Old pages that were no longer applicable were purged from the site and navigation schema. New pages were created as needed. Navigation re-ordered. Messaging updated.
4. Search Engine Optimization: All on-page SEO criteria were added, including meta tags for page titles, descriptions and keywords; plus use of keywords in page copy and internal links using keywords. Also created: an updated site map with HTML links to all pages.
5. Plan for updates: A process was established to make updates to the site a regular and easy task to help ensure the site stays up-to-date and accurate at all times for customers and prospects.

Every company has different needs and a Web site refresh will look different for one company than it does for another. But before you completely abandon an old Web site, first evaluate the costs and benefits of a Web site refresh vs. an entirely new Web site.