A refresh updates surface elements: photography, text, colors - without addressing the underlying structure. A rebuild restructures the site from the foundation: how audiences are served, how programs are organized, how the site is maintained, and how it will evolve as the institution grows.
When staff hesitate to update the site, when navigation no longer reflects current exhibitions or programs, or when the site no longer reflects the institution as it exists today, a rebuild is warranted. The Executive Website Clarity Assessment clarifies which applies before you commit budget or board approval.