When I was working on a website for my stepdad, I had to keep re-iterating to him that he should monitor metrics before going off with any re-design. Often he would call wondering if something could be re-designed, something I taught him is that unless it's going to help bring customers and money in the door, it's not worth it.

I get tons of "customers" like this. They want a website that is a reflection of their business. I always tell them the same thing, base your decisions about redesigns in the numbers, let the metrics tell you when it's time to redesign to increase engagement/click through/etc.