Wherever you are along your journey, your business evolves and go through cycles of growth and renewal. I personally like to follow the seasons and implement some “seasonal” practices that will help me stay in touch and aligned with my business. One of the practices I highly recommend is a “seasonal check-up” of your website, and even more if you are planning to take a pause.

Your website is a powerful marketing tool that, if optimized accordingly, can still serve your business while you enjoy your time offline doing something else. Taking a break this season doesn’t mean you have to put your entire business on pause.

With this in mind, I’ve created a simple checklist for reviewing and updating your website on a seasonal basis or before you take your well-deserved break.

(You will be able to download the PDF version of the checklist or access the Notion version at the end of the article.)

01. Content Refresh

Let’s start by looking at your content with fresh eyes. As your business evolves, it’s okay to update your content to better reflect your brand voice, imagery and recent decisions.

First, take a look at your mission statement. Usually placed on your homepage, your mission statement will help you create that first connection with your visitors, knowing deep within that they are at the right place and found what they are looking for. Do you clearly state who you are, who you serve, what you offer, and how you make a difference? This is crucial to your website and should be revisited regularly to ensure it aligns with your current business vision. You may also be getting clearer and clearer (and more comfortable to use your own tone of voice) as you build your experience along the years so don’t hesitate to update your mission statement to better reflect your current vision.

Next, review your service titles and descriptions. Consistency is key here. Make sure the names and details of your services are consistent across your website and other online platforms like social media and newsletters. Update descriptions to clearly communicate the benefits and transformations you provide. And don’t forget to verify that your pricing is still accurate.

If you offer seasonal products or services, make sure to feature them prominently on your website homepage for example. You may have a summer special offer or best-seller products for the winter, it’s time to highlight them! Gently guide your visitors into what they are looking for, or what they need at the moment.

Your bio and story are also essential to connect on a more emotional level with your audience. Is your story reflecting what’s most important to share with your audience right now? Do you need to make adjustments to reflect your most recent personal journey?

Another simple update is to add or replace your current testimonials with new ones. Showcasing client satisfaction and highlighting transformations will help you build this sense of trust with potential customers.

If you have a blog, it’s time to review and update your posts. Fix any broken links, add new studies or sources, and update resources. Blogs are a great way to keep your website content fresh and engaging.

Finally, updating your imagery is another great way to keep your website looking fresh and up-to-date. Choose images that reflect the current season you are in. If you’ve had a recent photoshoot, consider integrating those new pictures into your website. You don’t need to wait for a complete website overhaul to update your imagery. If you have a website with a portfolio, make the effort to keep your portfolio up to date with your most recent, or aligned, projects.

02. Audience Connection

A second important theme to consider is nurturing your connection with your audience, by offering them different ways to interact with your business. There is a real exchange between you and your audience happening when they are navigating through your website.

This means making sure that all your contact information and avenues are functioning properly and up to date. Make sure there are no dead ends or lost opportunities for engagement.

First, check all your social media profiles. Are they up to date and consistent with your website? Confirm that all your social media links are working, or if you are using this feature, that your instagram feed is automatically updated on your website.

Review all the forms on your website (contact form, application form….). Make sure they are functioning properly and that you’re receiving submissions. Simply send yourself a message using the form and see if they work properly.

Test your newsletter form and freebie automation to ensure they are working smoothly.

Make sure all your contact information details are up to date, including your email address, your business address and business hours. It’s also your chance to notify your visitors that your summer (or winter) business hours are different, and as your are taking a break, your response time might be longer than usual.

Finally, take a look at your main navigation menu. Does it feature the pages you want to highlight? Make necessary updates to the naming and order of pages on your menu to create a clear and seamless journey for your visitors. Ensure your new or priority services are easily accessible through your menu, guiding your audience to the most important parts of your site.

03. Functionality Checks

Finally, let’s review your website's functionalities. This might a little bit more technical, but it’s crucial for ensuring an efficient user experience.

First, ensure your entire website is responsive to different screen sizes, with a focus on your mobile experience. If you’ve made any changes to your copy or edited some of your pages layout, double-check how these changes look on mobile and adapt as needed.

If your website is built on the 7.1 version of Squarespace and you are using the most recent Fluid Editor, you have the capacity to edit the mobile version independently of the desktop version. Make sure all your images are visible, that no content overlap, that your button are also functioning, that your content appear in the right order, etc…

Second, If you have an online store, you will want to to test the entire checkout process, so you can continue to make sales when you are enjoying your own time offline.

Check the connection with your payment processing system (may be Stripe, or Paypal, or another).
Update your customer notifications emails (you may want to update your copy, or notify them that you are away and that their purchase will be handled on a certain date).
Review and update your shipping rates as necessary.
Check your prices and inventory (Make sure you are not selling a product you no longer have in stock!).
Update your product photos if you have new, or seasonal, ones. Give a cleanse to your discount tab and / or create a seasonal discount.
Update your “featured products” to highlight your seasonal best-sellers…
Finally, make sure your shipping, as well as your return & refund policy is up to date.

Finally, I will include in the functionality everything related to your terms and conditions and privacy policies. Ensure your privacy policy complies with the current (and maybe new) laws of where you are established.

So, are you ready to press pause and enjoy some time offline? I believe you are now ready to unplug and still be confident that your business is in good hands.

I sincerely believe that an optimized and strategic website can support your business while you take some time off, helping you build the offline life you dream of.