When you go to the grocery store to buy produce, how do you select it? Do you look for the produce that is old, dry and withered up? Do you grab the greenest banana you can find? Or do you look for avocado that has just that right amount of soft smooshiness to taste perfect?
It's just like Goldilocks and the three bears: You want to find just the right mix of freshness and ripeness. Your website should be no different than your produce selection - you need to keep it fresh, but it's a balancing act - and it's time to start treating it that way.