Your own site is the one nobody has time for, and it's the one prospects use to judge you. Redesigning it should cost an afternoon, not a client-sized project.
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Every agency has a version of the same problem: the site was current when it launched, client work took priority, and now it's two or three years behind the work being shipped. It's an economics problem rather than a taste one.
Internal work never wins the priority argument
Agency time is billable or it isn't. A week on your own site is a week of unbilled capacity, and it loses to client work every time it's proposed.
Which is exactly why generation helps here specifically: it moves the site from a week to an afternoon, and an afternoon can be justified in a way a week cannot.
Case studies carry the sale
Prospects read one or two case studies and skim the rest. A case study needs the problem, what you did, and what happened — in that order, quickly.
Redesigning should make them scannable rather than longer. The common failure is a beautiful case study layout that takes four scrolls to reach the outcome, which is the only part anyone was looking for.
The site is a work sample
Unlike most businesses, an agency's website is itself evidence of capability. A dated agency site raises a question about the work in a way that a dated accountant's site does not.
That asymmetry justifies keeping it current on a cadence rather than rebuilding every three years.
Common questions
Should an agency use a generator on its own site?
As a first draft, it saves the expensive part. What you ship should carry your own judgement — but that's true of any starting point.
What should we redesign first?
The homepage and your two strongest case studies. That's what prospects actually read.
How do we keep it from lagging again?
Refresh on a calendar rather than when it becomes embarrassing. When a refresh costs an afternoon, that's sustainable.
Can we use the same approach for client work?
Yes — generated first drafts from a client's live URL change what a kickoff conversation can be about.
Redesign your homepage this afternoon and put the case studies in next week's calendar.