Step-by-Step Guide to Refreshing Your Website for Success

Your website is your digital storefront, and keeping it fresh ensures it continues to attract and convert clients. 

This step-by-step guide will help you perform a quarterly refresh, including actionable tips for a spring cleanup and a fall refresh to keep your site high-performing and aligned with your goals.

1. Audit Your Content

• Goal: Keep your website relevant, engaging, and aligned with your brand.

  If this feels like it would be overwhelming, it may be helpful to set a timer, or choose a keyword or phrase you want to be known for and scroll through looking for that word or phrase in your headlines, subheads, and in the first sentence of the body copy. This strategy will also help in step 4 when you’re walking through the SEO updates.

  • Review Your Pages
    Check all pages to ensure messaging is clear and up-to-date.

  • Update outdated blog posts or services.

  • Remove mentions of past offers that are no longer relevant.

  • Update Testimonials
    Showcase fresh success stories from clients.

    Pro Tip: Pair testimonials with clear calls-to-action (CTAs) like "See Results for Yourself."
    

  • Enhance Blog Categories and Tags
    Organize posts under impactful categories like "SEO for Coaches" or "Scaling Your Wellness Business".
    

  Actionable Tip:
  Use tools like Google Analytics to identify underperforming content and refresh it with new insights or visuals.

2. Refresh Visuals

• Goal: Ensure visuals reflect your brand and resonate with your target audience.

  • Replace Outdated Images
    Use high-quality, on-brand photos that represent your ideal client.

    Example: A wellness coach’s website can feature serene lifestyle images targeting busy professionals or moms.
    

  • Consistent Design
    Align all visuals with your branding, from fonts to color palettes.
    

  Actionable Tip:
  Optimize all images for web use (under 500KB) to maintain site speed.

3. Check Technical Performance

• Goal: Ensure a seamless browsing experience.

  • Test Site Speed
    Use tools like Google PageSpeed Insights to identify slow-loading elements.
    

  • Ensure Mobile Responsiveness
    View your site on different devices to confirm usability.
    

  • Fix Broken Links
    Tools like Screaming Frog SEO Spider can help locate and repair broken links.
    

  Actionable Tip:
  Enable HTTPS and AMP (Accelerated Mobile Performance) to enhance security and mobile performance.

4. SEO Updates

• Goal: Maintain search engine visibility and attract high-quality traffic.

  • Research Keywords
    Use keyword tools to find trending terms in your niche.
    Example: "Custom Squarespace Website Design for Wellness Coaches".

  • Optimize Metadata
    Refresh meta descriptions and page titles with strategic keywords.
    

  • Add Internal Links
    Guide users to related content or services.
    

  Actionable Tip:
  Regularly review Google Search Console data to identify pages needing SEO tweaks.

5. Improve User Experience (UX)

• Goal: Make it easy for visitors to navigate and take action.

  • Streamline Navigation
    Simplify menu items and ensure all links are intuitive.
    

  • Add Trust-Building Elements
    Include certifications, case studies, or awards prominently.
    

  • Prominent CTAs
    Use clear and direct CTAs like "Book a Free Consultation" to guide user actions.
    

  Actionable Tip:
  Create a custom 404 error page with helpful links to retain visitors. This is a great page to place testimonials on as well.

6. Set Quarterly Goals

• Goal: Align website updates with your business objectives.

  • Track Key Metrics
    Monitor traffic, conversion rates, and leads generated.
    

  Plan Your Content Calendar
  Schedule blog posts, promotional campaigns, or updates.
  

  Example: Plan seasonal content such as "Spring Reset: Wellness Tips for Busy Professionals".

7. Seasonal Refresh Tips

Seasonal refreshes are a powerful way to keep your website aligned with your audience’s mindset and needs throughout the year.

By tailoring your site to reflect the energy of spring or the warmth of fall, you can create a more engaging experience for visitors.

Use these quick seasonal adjustments to ensure your website stays visually appealing, relevant, and primed to convert at any time of the year.

Spring Cleanup

• Disable or delete unused pages.

• Refresh homepage visuals for a lighter, energetic feel.

• Create a promotional campaign for seasonal offers.

Fall Refresh

• Update your portfolio or case studies with recent projects.

• Prepare for holiday traffic with optimized product

Set a Reminder For Yourself Every 3 Months

By performing this quick, quarterly refresh, your website will remain an effective tool to attract and convert high-ticket clients. Bookmark this guide and integrate these tips into your routine for year-round success!

Know when to ask for help.