Ahh, websites… the project that never ends. Where do you start? How do you keep moving?

Websites are tough. As a business owner, you know you need one, you may have one already, but the whole process leaves a bad taste in your mouth. Either you've worked with someone in the past to build your site, and it never came together the way you hoped; or, the project started and stalled to the point that you lost momentum and rushed to get the last few items together because the project took too long, and your patience wore thin. Or maybe still, you built the website yourself, and it was fine at the beginning, but now it doesn't have the professional pizzazz as your competitors.

What's holding you back from a new site? Is it time? The investment? Or both?

Let's get you past that.

Going back 20–25 years ago, if you opened your business, you opened a storefront. Time and energy went into paint, décor, and overall layout of the space. You put thought in arranging merchandise and frequently freshened up window designs to bring in entice new clients in. Your storefront was ever-changing with the seasons.
Why is your website any different? Your website is your storefront. And while it doesn't make financial sense to revamp your website every season, there is no reason to freshen up your content regularly.
Here are our top tips for keeping your website fresh, on a budget:

1. Update your blog weekly, and include an image with each blog. If you're not a writer or don't have extra time to write, enlist the help of a ghostwriter who can re-purpose content you already have, or create new content to compliment your vision.

2. Get new headshots done. If the photos of you on your website no longer look like you, get new photos done. Headshots can be used not just on your website, but on social media banners/profiles, along with any professional promotions you have on the horizon. Even if your overall "look" hasn't changed, your photos may feel dated. No one enjoys photo sessions, but it's a necessary evil in business today (sorry!).

3. Keep an ongoing "swipe" file of websites you visit and love aspects of. Then once a year, meet with your web team and see what elements can be easily updated on your site that align with these visions. Keep in mind, this isn't an overhaul, but mimicking what you love with subtle changes.

4. Update your content-specifically programs and testimonials. Are all of the courses being offered on your website still available? Are there new courses not listed that you've started offering? Do your testimonials still feel current, or have you received new ones that you'd love to have featured? Try updating your lead magnet to something new, aligning with a new program you're offering.

5. Double-check all of your links, and look at your site in different browsers/mobile-does it still do what you want it to, across multiple platforms. Your web team can help with this, we suggest a screen share using a platform like Zoom, so you can see what they see. If your site doesn't perform as expected, this can be a bit more of a financial investment to fix, but what does it cost you if your prospects can find what they're looking for?

Most importantly, treat your website as an extension of your brand, and as the equivalent of a storefront. Get some help if you need it!

By Peggy Murrah, Founder of PMA Web Services