Reasons to Consider a Website Refresh
If you are an established business hustling and bustling your way with consistent clients and income, you might think you are all set with your website and not see a reason to invest in a refresh. However, can you confidently say your site is reflective of the brand image you are creating for yourself in the community? If someone lands on your website, do they see the value of your offer and is it easy to do business with you?
Are you overdue for a refresh?
If you are an established business with a DIY site, I would venture to guess you answered yes. Take this as your sign to move the needle and commit in 2025. Read on for 4 reasons why!
The vast majority of small start ups DIY their website and branding, and that is completely understandable if you are starting a new business and need to keep costs low. As you grow, you might think the website is not a place you should invest because you have continued to grow or are happy with where you are. Clients are streaming in consistently, and you don’t have time to dedicate to upgrading the site yourself. So, you just leave it on autopilot and hope the momentum continues. However, I can guarantee you are leaving money on the table if you choose the stagnant approach and are also spinning wheels where your website could be an asset to saving you time.
Consider these four points that are likely missing from your website where a glow up could prove to be one of your biggest assets:
You are 100% leaving money on the table.
Referrals are flowing and you are booked. However, you have never taken the time to establish your site with Google and are definitely not the first option that pops up when someone searches for options in your industry. If your site was not structured properly out of the gate and sits stagnant, you are not being found by your dream clients. Search engines will definitely not see you as an expert in your field and will index your website accordingly. After all, search engines have a goal of being a trusted resource for their search visitors and to accomplish this, the search engine must perform consistently with expert cataloging being the main objective. Dream clients can also equal better pay for your work and aligned visions, which can make the job “fun” when visions align and you are able to focus on your zone of genius without being an order taker. They are finding you and choosing to inquire based on what they are seeing on your website after you land on the coveted search “list” as an option. Your website clearly communicates who you are and what you bring to the table.
Your site isn’t “working” for you while you sleep.
It is likely are you are underutilizing your site to screen potential new clients for you via an inquiry form. You are not telling your ideal client why they should choose you and the value that you bring. On occasion, I would imagine some of the referrals you see have budgets that do not align with what you charge. Using your site to set expectations and collect inquiry forms will weed out the less than ideal clients for you. As your skillset has grown, so have your prices and target audience. Make it easy for them to find you and do business. Let the site manage leads and filter them your way with the ability to ask some key questions that will determine for you if this is the right opportunity that warrants your time and attention. After all, time is money when you are a small business owner wearing many hats. Having a streamlined process and utilizing your website to manage this process, is a key strategy to increasing your profit.
You have evolved and offer more value than when you originally started your company.
And your website should reflect this. Chances are you have improved your offer and the value that you bring to the table. If your site is outdated and doesn’t adequately communicate what you offer and your brand image, see point 1 again! You are 100% leaving money on the table and are not effectively communicating your value. Depending on your industry, portfolio updates could be very important and necessary to staying competitive and top of mind for new business, which leads us to point 4.
What happens if you experience a dip in business?
Spending the money and investing in your business, including your website, is smart when you have a steady stream of income and can pay to do so. Things can change quickly on the wild ride of being an entrepreneur. Trends shift and the economy ebbs and flows. Invest in yourself when you don’t technically have to so you are prepared to pivot as needed while also setting yourself up to be found and recognized as an industry expert. Something that is so true in my former line of work, banking, is you need a line of credit when you can’t get it so get it while you can! This was a frequent conversation with clients getting a mortgage. Set up that home equity line of credit now, and thank me when you need to use it due to a financial hardship. It’s the same thought process here, spend the money while you have it versus panicking when business dips and you need a better way to reach clients. If the site is already set up for success by a professional, you have that to fall back on and can shift your marketing efforts to something you have already paid for.
At the end of the day, your website is truly a way to show the world you are a viable business and should accurately reflect your expertise and value. Starting off with a DIY is 100% okay, but it would be a wise investment to re-evaluate your strategy (or lack thereof if you didn’t have one when you started) and level up. I personally love to get to the root of a brand and bring this to life digitally. It can be a fun process that pays dividends in the long run.
If you are ready to invest in your business, brand image and website, reach out and let’s get you on the books in the New Year!
