Why your website needs looking after

Many people expect the website to be finished once it is launched and then look after itself. A website is more like a company van than a sign: it does the job every day and needs servicing to keep doing it.

A website ages, even if no one touches it

Leave a site untouched for a year and things start breaking on their own. Links you point to get moved or disappear. Prices and opening hours go out of date. The technology the site runs on (servers, certificates, code libraries) is updated all around it, and whatever doesn't keep up falls behind.

A customer who lands on a site with broken links and last year's information draws a conclusion in seconds: nothing happens here. And as I've written in what a great website does: what the customer sees on the site, they read as a verdict on the whole company.

Security: the boring point that costs the most to skip

This is the most serious reason. Most websites are built on dependencies: ready-made components, plugins, platforms. Security holes are found in them continuously, and the holes are patched with updates. A site that isn't updated becomes, over time, an unlocked door.

And it's not hackers who "single you out". It's automated programs that scan the web around the clock for sites with known, unpatched holes. Small companies get hit precisely because no one keeps it updated. A hacked site can:

• Spread malware to your visitors, so your customers suffer in your name.
• Get blacklisted by Google: "This site may harm your computer" as the first thing a visitor sees.
• Wreck your ranking: positions that took years to build disappear in days and take months to win back.

All of this is prevented by something as undramatic as someone updating the site regularly.

Speed decays quietly

A site that was fast at launch rarely stays that way. Content grows: more images, more pages, an embedded feed here, a script there. On its own, none of it is noticeable. Together it makes the site sluggish. And sluggishness costs twice: visitors give up and leave, and Google penalizes slow pages in the search results. Someone needs to measure now and then and trim away what's weighing it down.

Google likes living sites

Google revisits pages that get updated and understands them as active. A site where content is reviewed, errors are fixed and new things are added signals that it's worth showing, while a page that has stood still for two years slowly sinks. I've written more about how Google reads and registers your site in Why Google indexing decides whether customers find you. The short version: visibility is perishable, not a one-time effort.

What ongoing maintenance means, in concrete terms

"Ongoing maintenance" sounds vague, so here's what it means with me:

• Updates of technology and dependencies, before the holes can be exploited.
• Backups. If something goes wrong anyway, there's a fresh copy to roll back to.
• Monitoring. I notice the site is down before your customers do.
• Small fixes the same week: a wrong phone number, a new employee, changed prices. You email, I fix it. Not "we'll get to it later".

That is how it went for Bra Bygg on 16 June 2026. The customer came back with comments during the day, and all of it was in place the same evening: seven changes between 5 pm and midnight, with the value words into the hero, the references gathered in one gallery, the form connected and the phone numbers in.

What it costs to leave it

With me, ongoing maintenance starts at €135/month. Set that against the alternative: a hacked site means emergency troubleshooting at consultant rates, days or weeks of downtime, and a Google ranking that can take months to repair. The cleanup alone often costs more than several years of maintenance, and that's before counting the customers who called someone else in the meantime.