Iteration is the right call when the foundation is sound — your information architecture mostly works, the CMS is usable, and your SEO equity is meaningful. In this scenario, improvements can be shipped page-by-page without disrupting what's already working.
A full rebuild is warranted when your positioning or ICP has shifted, the IA is fundamentally broken, or your tech stack blocks marketing from shipping changes quickly. Many B2B companies discover their website is failing not because of design, but because the underlying structure no longer matches who they sell to or how they sell. If you're spending more time working around your site than working on it, that's usually the signal for a rebuild. A good B2B website growth strategy starts with honestly assessing which approach will move the needle faster.
