It's not even up for debate: people are looking you up. Before they call, book or buy, they search for your business, read your reviews and click through to your website. In BrightLocal's 2026 Local Consumer Review Survey, 97% of consumers said they read reviews for local businesses, and 54% visit a business's website after reading positive ones.
So what are they finding when they get there? When was the last time you updated your site? If it hasn't been a priority, you're likely losing business to competitors whose websites make a better first impression.
The good news: with a thoughtful refresh and compelling content (and I can help!), your website can become your most impactful marketing tool. Here's how to update a clunky or outdated site.
1. Make it about them, not you
It sounds counterintuitive, but your website shouldn't be all about you. Visitors aren't there to browse for fun. They're trying to solve a problem: find a florist for their wedding, a designer for their new home, a planner who can keep them sane.
Build every page around your ideal client. What are they trying to accomplish? What questions do they have? What's the next step they want to take? Answer those clearly, and you'll earn their trust.
2. Create clear calls to action
This is why your website exists. What do you want visitors to do? Book a consultation? Request a quote? Call you? Join your email list?
If the next step isn't obvious, it probably won't happen. Give every page a clear call to action, and make it easy to spot. A button that says "Check your date" or "Book a free consultation" works far better than a vague "Learn more."
3. Say clearly who you are and what you do
Websites fail when they can't quickly explain who they are and what they do. Your homepage and About page are among the first things visitors look at. Make them count.
Don't try to be everything to everyone. Think hard about what you offer and what makes you different, then say it simply.
Here's a real example of a "Who We Are" section gone wrong:
Who are we? Why are we here? At [Company X], these questions matter deeply. They are the questions we ask ourselves daily, and they are the questions we use to measure the differentiators in the work and service we deliver for our clients. The answers matter more than ever. In a world that constantly seeks and demands relevance, you must be able to tell your story quickly, clearly, concisely and consistently.
Uhhh, okay… so who are you? That's exactly why clear positioning and messaging matter. Compare it with something like: "We design joyful, garden-style wedding florals for couples across Northern Virginia." Visitors know in five seconds whether you're right for them.
4. Make it easy to find and contact you
Put a "Contact" link in your main navigation so it's one click away on every page. Include your phone number, email and a simple contact or booking form.
Show people where you are. If you have a studio, shop or office that clients visit, list the address. It builds credibility and helps people find you on Google Maps. If you work from home or travel to clients, list the area you serve instead, like "Serving Washington, DC, and Northern Virginia." (Google actually requires businesses without a storefront to hide their address on their Google Business Profile and list a service area instead.)
While you're at it, make sure your Google Business Profile is complete and matches your website. It's often the first place people see your hours, photos and reviews.
5. Invest in original photography
If a picture is worth a thousand words, imagine what great brand photography can do for your business. Carefully chosen images set you apart from competitors, establish the mood of your brand instantly and attract your ideal clients. They also break up text so your site is easier to read and more enjoyable to scroll.
Stock photos are fine in a pinch, but nothing beats real images of your work, your team and your process. And now that AI-generated images are everywhere, authentic photos stand out even more.
6. Design for phones first
Most people will visit your website on their phone. Google now uses the mobile version of your site to decide how it ranks, a shift it completed in 2023. If your site is hard to use on a small screen, visitors leave, and your search visibility suffers.
Most modern platforms, including Squarespace, are responsive by default. But "responsive" isn't the same as "easy to use." Pull up your site on your phone and check:
Is the text easy to read without zooming?
Are buttons big enough to tap?
Can you find the contact info in seconds?
Do pages load quickly?
7. Make it fast
Speed matters. People abandon slow sites, and Google takes page experience into account. Compress large images before uploading, avoid autoplaying videos and remove plugins or widgets you don't use.
8. Show proof
Reviews and testimonials are now one of the most powerful things on your website. Feature real client quotes, link to your Google reviews and share before-and-after photos or project stories. Let happy clients do the selling for you.
9. Make your content easy to share
Regularly publishing helpful content, like a blog, guides or project stories, positions you as an expert, brings in search traffic and gives people a reason to come back. Make it easy to pass along with share buttons and "Pin it" buttons on your images, especially for visual businesses. Also add links to your social profiles and an email sign-up so readers can stay connected.
10. Link your pages together
Give visitors more ways to explore. If a blog post talks about wedding planning timelines, link to your planning services page. If a portfolio project shows a kitchen remodel, link to your design process. Internal links keep people on your site longer and help search engines understand how your pages relate.
While you're at it, make sure your page addresses are clean and readable. Here are 5 URL optimization tips to get them right.
11. Make it accessible
A website everyone can use is a better website for everyone. Add descriptive alt text to images, use strong color contrast, make sure text can be resized and label your form fields clearly. Accessibility helps people with disabilities, improves usability for all visitors and supports good SEO.
12. Write for people and AI search
More people now get answers from AI tools and AI-generated search summaries before they ever click a link. The best way to show up is the same as it's always been: clear, helpful content written in plain language. Spell out what you do, where you work and who you serve. Answer common questions directly, maybe in a simple FAQ section.
Your website works while you sleep
Your website is often the very first conversation a potential client has with your business, and it's working for you 24 hours a day. A clear, polished, client-focused site turns curious visitors into inquiries. An outdated one quietly sends them to your competitors.
You don't have to tackle everything at once. Pick two or three of these tips to start, and build from there. And if you'd rather have an expert handle it, I'd love to help.
Ready to turn your website into your hardest-working marketing tool? Book a free discovery call and let's talk about your brand and your site.
