Re-Release | Quarterly Maintenance for Your Website


I can’t believe we are already at 25 episodes into this show, and I’m so excited that you’ve been with me along this entire journey. Today I want to talk about something that is going to be really important as we come up on the end of the year – quarterly website maintenance.

Some of these things you may have been doing all along and this hopefully won’t take you tons of time, but I think that they are really important to remind you to do at least every quarter. You may find that you need to do some of these items daily, weekly, or monthly depending on your business and website, but you should be going through this list every quarter to get into your business and know what’s going on behind the scenes without feeling overwhelmed by another item on your to-do list.

You can download a checklist of these items at

What is website maintenance?

This isn’t the day to day work of adding blog posts and responding to comments and it’s something you can do yourself with just a little time and know-how. Quarterly website maintenance is focused on keeping your website healthy, making sure you’re on track in your business, and that you’re getting the results that you want to see from your website.

Doing these things quarterly will also help you plan for future updates to your website and know what you want to change and who might be able to help you meet the goals you have for your website.

Back up your website

This is important so that you have a backup of your site in case it’s hacked or goes down. When you can recover at least the content, it’s a lot less stressful than starting over from scratch when things go wrong.

Check analytics

Use both Google Analytics and any analytics available from your website host. You can use this information to adjust the content you’re creating and promoting and where you’re focusing your marketing efforts.

  • What is your most popular page/post?

  • Are some pages dead ends?

  • Where are people coming to your site from?

  • What is your best conversion source?

Check website design

This can either be a quick check-in if you’ve kept up with your design or have just gone through a re-design or a more in-depth look if you haven’t had time to prioritize your design at other times.

  • Are the images up to date?

  • Does it still reflect your brand?

  • Does it look consistent across all browsers?

  • Does it look correct on mobile?

Check site speed

The slower your website loads, the less people are going to keep coming back to you. You want your website to load quickly so you can reach your dream clients (plus Google knows that pages that are slow to load are less liked, so they rank you lower in searches).

Check links

You want to make sure that all of the links on your website are still active and working. This helps with sharing quality content that helps people to trust you and helps with SEO because Google doesn’t like broken links.

  • Are all the links still working?

  • Are there any pages that no longer exist?

Test e-commerce and forms

Similar to links, having forms and a check out function that works properly helps your business run smoothly and builds trust with your audience because things aren’t getting lost.

  • Are all forms and check out functions working?

  • Does any inventory need to be updated?

  • Do you need to collect more/different information?

Update portfolio

Updating your portfolio can be intimidating because it takes time that seems like it could be better spent on client work, but by doing it quarterly, you’re showing off your expertise and creating fresh content for people who might be interested in working with you.

  • Add new projects

  • Update testimonials

  • Share any updated results from your service

Update bio

Check your about page, home page, guest bios, and social media to make sure every place is consistent and reflects your current services and brand.

  • Does your bio still reflect you?

  • Is your head shot up to date?

Updated features

By sharing the places you’ve guest posted or been invited to speak, you can build the know, like, trust factor with your audience.

  • Were you a guest on blogs or podcasts?

  • Did you speak at an event?

Check site map

Make sure that Google has a site map for your website so it knows which pages are on your website and help with SEO.

Poll audience and update copy

Make sure your copy reflects what you do, who you work with, and the benefits that you offer to your clients.

  • Take a poll (informal or formal) of your audience to see what they are struggling with and how you might be able to help

  • Update any services that may have changed

  • Make sure you’re still speaking to your dream client

  • Ideal Client Interviews


You want your SEO efforts to be pointing to the services and content that you’re offering now.

  • Update meta data and website description

  • Update keywords for future content

Run a UX test with a friend

Also known as a User Experience test, you can have a friend or Facebook contact perform tasks on your website to make sure that it’s easy to navigate and makes sense for your dream clients and website visitors.

Website Goals

Review your progress toward meeting your goals and adjust your content, marketing, language, or analytics as needed so that you know how your website is helping your business grow.

  • What progress are you making towards your goal?

  • Do you need to adjust which numbers you’re looking at?

  • Are there things you need to change or remove?

Remember, you don’t need to dig into these things every day, but by doing them quarterly, you will have a good picture of how your website is performing, what’s working and what isn’t, and things you can add to your list to improve.  The goal is that you continue building a website that shows your expertise and brings in more dream clients.

Hosting a Podcast that Supports Your Business


Today I’m talking about hosting a podcast that supports your business. As I approach 100 episodes of Process to Profitability, I’ve talked to a lot of people about why I started a podcast and how I run it while still maintaining my service-based business. Podcasting has become the main way I create content to support my business, so today I’m sharing how I got started, how my podcast grew, and what you should consider if you want to start a podcast of your own.

Topics Discussed:

  • My podcast journey

  • Balancing podcasting and business

  • How I find guests for the show

  • Why I record solo episodes

  • Tools I use for my podcast

  • My step-by-step podcast process

  • Resources I recommend if you’re considering starting a podcast

Resources Discussed:

Action Steps:

  1. Apply to be a guest on another podcast to see if you like the medium

  2. Brainstorm ideas for your podcast that support your business and stand out

  3. Research starting a podcast to make sure you have everything in place before you jump in

My Step-by-Step Process

  1. Brainstorm topic and guest for episode OR review guest application

  2. Send or accept guest request

  3. Schedule guest using scheduling system

  4. Obtain guest's headshot and bio (I do this with a form in Acuity when they schedule)

  5. Send customized interview questions (1 week before interview at the latest)

  6. Create custom graphics for episode

  7. Record interview with guest

  8. Record episode intro (immediately after interview)

  9. Send guest gift

  10. Edit episode and add intro & outro

  11. Write episode shownotes (including links) and schedule to be published on the same date as the episode

  12. Email guest with their custom graphics, date their podcast will go live, and the link to their episode (1 week before)

  13. Promote on social media on published date

My Top Time Management Tips & Tools


Today I’m talking about my top time management tips and tools. Have you ever looked back at a long day of work and wondered why you didn't get anything done? I certainly have - there have been many times that I've thought I was being productive, but I was actually spending my time on things that weren't as important to my business.

As the creative director and only designer at Lemon and the Sea, I have a lot on my plate - and I'm sure you do to. That's why it's important to use your time in the best way possible. After all, time is one thing you can't make more of. So how do you increase your productivity when you're trying to do it all? These are some tips I've learned during my time in business (and in architecture school before that - no all-nighters for me).

Topics Discussed:

  • Finding your ideal schedule and when you work best

  • Creating a long-term schedule for big projects

  • Daily to-do lists and how they can keep you on track

  • The importance of tracking your time

  • Why your priorities should dictate how you manage your time in your business

  • Tools I use for making the most of my time

Resources Discussed:

Action Steps:

  1. Choose and set up a time tracking app

  2. Write a list of emails you send frequently and can write templates for

  3. Find the time of day you work best and adjust your schedule so you’re doing your important tasks then

When a Website Template is the Right Choice for Your Business


Today’s episode is all about how you can know if a website template is the right choice for your business and how to choose the right one. It may seem strange coming from a website designer, but I believe that website templates are valuable resources for many businesses, especially when you’re starting out. Custom website design is a big investment of both time and money, so starting with the right template can help you move your business forward until you’re ready to take that step. I’m going to be sharing when a template might be right for your business and my tips on choosing the right template for you.

Topics Discussed:

  • How to know if you should use a website template or work with a designer for a custom design

  • Choosing the right template the first time

  • Why your website goals are important when choosing a template

  • The types of features you might need and how to think about them

  • Why it’s important to choose your website platform before looking at templates

  • Choosing a template that will grow with your business

  • Some other things to consider when choosing to use a website template

Action Steps:

  1. Make a list of the three biggest goals you have for your website

  2. Research website platforms and choose the one that will work best for your business now and as you grow

  3. Create a Pinterest board with website designs that fit your brand

Using Guides and Videos to Improve Your Client Experience


Today I’m talking about using guides and videos to improve your client experience. As a small business owner offering one-on-one services, client experience is a huge part of how I continue to grow my business. As I’ve developed my design process, I’ve found that by using guides and video, I can better serve my clients by making things easy for them to understand and giving them a reference they can use throughout our time together and even after our projects wrap up. In this episode, I’m talking about how you can use guides and videos in your own business to the benefit of both you and your clients.

Topics Discussed:

  • How tools like guides and videos help your clients

  • The types of guides should you can use in your businesses

  • Creating  guides that are helpful, but not overwhelming

  • Why video is so important to the client experience

  • Some  ways you can use video for your clients

  • The videos and guides can you automate and the ones you need to customize

Resources Discussed:

Action Steps:

  1. If you don’t have an account with Loom, set one up.

  2. Start adding a video meeting to your on-boarding process.

  3. Create a welcome guide for clients interested in working with you.

Top Tools I Use in My Business


Today I’m going to be talking about the top tools that I use in my business. I decided that this would be a good episode to share with you because while it is shorter, it has a ton of resources. I’m going to break the list of tools into different sections so that no matter what type of business you run, you can check out these tools and see if they would work for you in your business.

Topics Discussed:

  • The tools I use for design

  • My favorite business and administration tools

  • What I use for podcasting

Resources discussed:

Launching Your Website


Today I’m talking about launching your website. If you’ve been tuning in over the past size weeks, I’ve talked about designing a strategic website including your navigation, home page, about page, portfolio, sales page, and contact page to cover everything you need to build a website that helps your business to thrive. Now it’s time to talk about launching that website you’ve built. This is the way that I help my clients prepare for a launch and get their website into the world. This episode will be helpful if you’re working with a designer or designing a website yourself and you’re ready to launch in a way that helps your business to grow.

Topics Discussed:

  • Building excitement for your website launch
  • Finding cheerleaders to help promote your new design
  • Finalizing the design of your website
  • Why you need to test your website before launch and what to look at
  • Preparing for your website launch
  • What you should do after your website launches

Resources Discussed:

Action Steps:

  1. Make a list of potential cheerleaders
  2. Create graphics to share when you launch your website
  3. Collect information about your current domain and host, including username and password, so it’s in one place.

1. Build excitement

Let your audience in

Build excitement for your upcoming launch a month in advance by letting you audience know what's going on. Give them a behind-the-scenes look into what you’re doing including why you’re updating your website and what to expect before and after you launch. One fun way to do this is to create a countdown that you share on social media.

Find cheerleaders to help promote your launch

Email friends, business associates, collaborators to let them know what you’re working on and ask for their help in promoting your launch. Then, make it easy for them to share by providing images, copy, and important dates.

Share the process

Share sneak peeks of what the website will look like (a partial screen shot, color palette, mood board) to get them excited and build suspense. A great way to do this is to use social media to talk about what you’re learning and why you’re updating your website, focusing on the heart behind your brand and how you can better serve your clients.

Finalize Your Website

This step comes after the design of your website is finished, when you're just making sure that everything is ready to go.


Make sure your website is SEO ready by adding site and page descriptions, updating image metadata, and submiting your sitemap to google.

Test everything (twice)

This includes forms, links, and what your website looks like on mobile, tablet and desktop views across browers.

Get Ready

There are a few steps you'll need to take before your website can officially launch.

  1. Back-up your old website if you want to keep it
  2. Pay for your new platform is necessary
  3. Connect your domain If you are changing platforms, you will need to redirect your domain to point to the new website. For Squarespace, you can follow their tutorials. If you're using Showit, you need to submit everything to Showit and they will connect it for you.
  4. Set up your email. The email you are currently using will remain active as long as your hosting is active. If you choose to cancel your hosting, you will need to host your email elsewhere. If you are now hosting your website with Squarespace, you have the option of creating a G Suite account, which will allow you to send and receive email through Gmail. If you choose to move your email hosting to G Suite, you will need to redirect it to G Suite before canceling your current hosting.
  5. Do a soft launch. Test everything again once the website is live and allow enough time for everything to switch over (at least 3 days) before your official launch.
  6. If you are starting a new website, have a few blog posts ready to post the day you launch to give visitors something to engage with


Now it's time to share your new website and celebrate. I love sharing on Instagram, Instagram Stories, and Facebook Live.

After You Launch

You aren't done after your launch. Check your analytics after a month to see if you’re meeting your website goals and make tweaks based on visitor feedback and analytics data. Also, continue promoting your content and website design and keep a list of updates you want to make down the road.

Conducting a Website Self-Audit


Today in another solo episode and I am chatting with you about conducting a website self-audit. I wanted to talk about this subject because I think that it’s so important that each of us takes time every once in a while to look over our website and make sure it’s really working and supporting our business. It’s easy to get caught up in everything else we have to do as a business owner and leave our website to the last minute (or not update it at all even though h we know we should).

That’s why I’ve created this self-audit outline that you can follow that makes it easy to look at your website and go over it ever y once in a while and make sure that it’s serving your business in the best way possible. Most of the things I’m talking about here won’t be big changes that need to be made, but small pivots that can help increase the traction that you’re seeing from your website and really get you the results that you’re looking for so that your business can grow and you can spend more time doing the things that you love.

Topics Discussed:

  • Why conducting a website audit is important
  • Starting with the heart of your brand before you audit your website
  • What you should look for and update on the most important pages of your website
  • The three most important analytics to look at
  • How to audit your website’s SEO
  • Three bonus tasks to help you further improve your website

Resources Discussed:

Action Steps:

  1. Dig into the Why behind your business
  2. Look at your website’s navigation to make sure only the most important links are included in the main menu
  3. Make sure your brand’s mission statement is included in some way on your Home page

Your Brand

  • What is the Why behind your work?
  • What are your brand’s goals?
  • What mission does your brand seek to accomplish?
  • What do you want to be known for?
  • Who is your dream client?
  • What are their hopes, dreams, and big goals?
  • How can your brand help them reach those big goals?
  • What are three brands they love? Why do they love those brands?

Website Design


Your home page is the most important page of your website because it will be the first impression most people have of you. The goal of your home page is to communicate who you are, what you do, where a visitor should start on your website, and to inspire them to action. Make their decision about what to do next easy and get them into your content ASAP. This is a great place to include an appealing opt-in.

  • Update the images on your home page to reflect your work and your brand’s style
  • Make sure your navigation is simple and easy to use
  • Make your mission clear
  • Focus on the benefits of working with you


Your about page isn’t really about you, it’s about your dream client. People are going to check you out before they decide to invest time or money into your business. They want to know what you can do for them right now. If you have an online business, whether you’re supporting it through a blog or not, your need a solid About Page that’s easy to find and targeted to your dream client.

  • Introduce them to who you are, what you do, and who you serve
  • Share your mission in a way that’s personal to your
  • Include a headshot with you looking at the camera and smiling
  • Share your story, values, team, etc. to let people get to know your brand
  • Use testimonials
  • Feature the places you’ve guest posted, been a speaker, or been interviewed on a podcast


Your services page is probably going to be your most content-heavy page because you want to share a lot of information, but you can improve the design by removing distractions (such as a call-to-action in your banner image), breaking up your content into smaller chunks, and making it easy to get in touch with you.

  • Be clear about what you offer
  • Focus on the benefits
  • Show off your best work
  • Encourage people to get in contact with you

Portfolio (for visual services)

Your portfolio is a great way to show off what you do and connect with your dream client. It’s important that you use this page to show the type of work you want to be known for - not every project needs to be included here. If you have a lot of items to share, consider creating sections based on style or event type so visitors can easily find what they’re looking for.

  • Share only the projects you want more of
  • Create easy to navigate categories or case studies


This is where you house your testimonials, press, or featured posts. You can also show any awards or accolades you’ve received that are relevant to your field. These can be on a separate page, but should also be sprinkled throughout your website.

  • Focus on the transformation
  • Include a head shot of your client
  • Use quotes that are relevant to your service


Your blog is so much more than simply sharing images or talking about your work - it’s where you can start to educate your clients and give them a behind-the-scenes peek into what you do.

  • Create categories so your content is easy to navigate
  • Use links within your posts to related content
  • Visit and update old content
  • Create a plan to continue to share content


Getting people to contact you should be the ultimate goal of your website, so it’s important that your contact page sets you up for success.

  • Use a form on your contact page that collects the information you need from most people.
  • Have a professional email address on your contact page.
  • Include office hours or expected response time.
  • Consider an autoresponder so people hear from you right away about what to expect.


As a business, you’re legally required to have terms and conditions (and a Privacy Policy) on your website - especially if you’re selling services, products or collecting email addresses. Not doing so equals big potential trouble - like stolen content or hefty fines.

  • Terms and conditions
  • Privacy policy
  • Check out The Contract Shop* for pre-written policies (Yes, I'm affiliate for The Contract Shop, but only because I use and love the templates and other products Christina creates.)


For more in-depth information about website analytics and what you should be paying attention to, plus how to use Google and Squarespace analytics, check out my episode on understanding analytics.

1. Traffic Sources

  • What it Does: tell you where people are coming to your website from. There are a few different locations including organic search (people who find you on search engines), referral (coming from a different website via a link), direct (people typing in your website directly), and social (coming from a social media platform). You can also dig into which referral, social platform, and search engine terms someone is using to find your website.
  • What it’s Good for: This metric is good for knowing how people find you and referral sources you can take advantage of.

2. Top Pages

  • What it Does: tells you the most visited pages on your website.
  • What it’s Good for: This is good for focusing your efforts on adding calls-to-action or other conversion events and for knowing what people are looking for when they come to your website.

3. Top Exit Pages

  • What is Does: tells you which pages people leave your website from most often.
  • What it’s Good for: This is a good starting point for places to add calls-to-action that keep people on your website. It’s also helpful for knowing if there is content that isn’t popular or relevant that you can update or remove.


Listen to my episode on finding keywords for your website and SEO basics for more in-depth information.

  • Revisit your list of keywords and keywords phrases to make sure they’re still relevant
  • Google yourself in an “incognito” window to see what other people see when searching for you
  • Use SEMrush to see what keywords your website ranks for
  • Update your headlines to include keywords and keyword phrases

Bonus Tasks

Action Steps:

  1. Dig into the Why behind your business
  2. Look at your website’s navigation to make sure only the most important links are included in the main menu
  3. Make sure your brand’s mission statement is included in some way on your Home page

Need more help?

Get the Guide to see example questions, tasks, and my tips for conducting a successful UX test.

Learn more about how I use your information in my Privacy Policy.

Strategies for a Higher Converting Email List with Kate Boyd


Today I’m talking with Kate Body about strategies for a higher converting email list. She talks about why an email list is so important for your business. Then we talk about what conversions are and why they matter. She also goes into what conversion rates can tell us about our business and how we get started on the right foot or increase conversions in our current email list, depending on your business. We talk about ways you can engage with your email list while it’s still small so that you can figure out who you’re serving and what they need from you so that you know you’re attracting the right people and that you’re giving them what they need so that your business can grow.

She also has a really awesome idea for a way that you can increase conversions on your email list that I loved because it’s such a different idea that I have not seen out there.


Connect with Kate

Kate Boyd is the founder of Cobblestone Creative Co., a digital marketing agency that creates hand-crafted strategies and content to convert more leads into paying customers and clients. In 3 years, she has built 3 profitable online businesses and created marketing and sales experiences — both live and automated — that convert 3-5x the normal rates.

Kate combines a journalism degree, 3 years of online business experience, and 5+ years in non-profit marketing to support others as they grow, nurture, and mobilize their tribes so they can have success and time to enjoy it too.

Topics Discussed:

  • Why an email list is so important for small business owners
  • The importance of conversions and what the numbers can tell us
  • Getting your email list started off right so that it’s set up for conversions
  • Strategies you can use to increase conversions on your current list
  • How you can use your email list to serve your clients

Resources Discussed:

Read Full Transcript

SEO Content Guide

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Finding Keywords for Your Website and SEO Basics


Today I’m talking about finding keywords for your website and some SEO basics. Many of my clients struggle with SEO and some of them don’t even understand what it is, and so I wanted to get on the show today and go over what SEO is, why it’s important for your business, and how you can work on your website so that your SEO is better.

If you’ve ever gone into a Facebook group and seen people asking about SEO, search engines, or keywords and you’re not sure what that means or how you can apply it to your business, this episode is for you.

You can also download the SEO Content Guide I use with my clients at

Topics Discussed:

  • What is SEO
  • How SEO works and why it’s important for your business
  • What you can do to improve your SEO
  • How to find relevant keywords and phrases
  • The importance of unique page titles
  • Meta descriptions and what they’re used for
  • Why you should update your old content
  • How to use internal linking
  • The importance of external linking and social proof
  • My best practices and implementation tips for all 6 areas you should be focusing on


Resources Discussed:


SEO Content Guide

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Creating Content for Your Website

Welcome to Episode 29 of Process to Profitability. It’s another solo show this week and I’m covering one of the topics I get asked about most from my website design clients: creating content for your website.

Your content is one of the most time consuming and intimidating pieces of a website design (or redesign). You want to get it just right because you’re investing in a brand new website and you really want to see growth in your business.

But if you’re like many small business owners, you just have no idea what you should include on your website – and you wish someone would give you a checklist already.

Today I’m going to do just that – give you a checklist of the content I’ve seen work best on websites – and tips for making it your own.

Why your content is important:

  • Will position you as an expert
  • Spend less time answering questions and more time getting to work
  • Get visitors to take action

Key positioning content pieces:

Create a journey:

  • Outline how visitors move through your website to the main goal
  • Use a CTA on every page
  • What do you want them to do next?

Build trust with content:

  • Use your brand’s voice everywhere
  • Use social proof (badges, features)
  • Use testimonials (with headshots), reviews, and case studies
  • Talk about your main 3 topics
    • Be careful to keep what you’re sharing to what you want to be known for

The pages you need on your website and what to include for each


  • Share the most important things about what you do
  • Mission statement
  • Brief bio
  • Fun facts
  • Images of your work
  • Recent blog posts


  • What you do
  • Who you work with
  • Your story
  • Fun facts
  • Head shot
  • Branded images
  • Team bios and images


  • Exactly what you offer
  • Names, descriptions
  • Pricing
  • Images


  • Who it’s for
  • What they get
  • Components
  • Who you are
  • How to buy
  • What to expect next


  • Images from a variety of work
  • At least 5 good projects with 5-10 images each


  • Brief intro
  • Office hours
  • Contact information
  • Form with questions


  • Template for layout

Other Pages

  • Policies
  • Opt-in landing page
  • Contact form submission confirmation
  • Opt-in submission confirmation

Content To-Do List for Your Website

Get the Checklist