It's hard to put an expiration date on a website, but if you think that Google makes regular changes to its search algorithm throughout the year, making very relevant changes at least annually, we realize that it's not very comfortable to keep a website unchanged for a long period of time.

No matter how well your website was built at the time of its launch, there are always variables that change over the years. In mid-2015, for example, there was a major change in the way users visited websites when mobile accesses became predominant in relation to desktop accesses. From that moment on, all sites that were not mobile responsive were at a clear disadvantage compared to competitors who had already made this technological leap.

But when is the time to renew your website? It's a question with a few variables...

• Relevant technological leaps outside your website as happened, for example, in the increase in mobile accesses;
• Improvements in SEO and performance, because good SEO and performance practices are always evolving and are a basic element in building a website, with many points of evaluation;
• Is the visual aspect of your website outdated? Sometimes certain design trends get outdated giving your website an old fashioned look that needs a visual refresh. Standing apart from your competition can give you a competitive edge;
• Reduce user bounce rate. With analytics metrics it is now easier to see if users are considering your site and its content relevant.
• Is your audience still the same? Businesses grow, people change and the audience you initially designed your website for may now be different. It is essential to adapt the message to your target audience. 

Your website is your online business card and you should keep it up to date. It is difficult to give a website an expiration date, but with some common sense it is easy to understand that if technological evolution does not slow down our website should not remain unchanged for many years either, at the risk of exceeding its expiration date.