Your website is usually the very first impression people have of your business. And if it’s not doing its job well, you’re probably most definitely missing out on dream clients, inquiries, and revenue. And l know design is what everyone jumps to when they think about redoing their site, but even the prettiest design won’t save you if the words just aren’t working. That’s where a website refresh comes in.
Now, when I say website refresh, I don’t mean burning it all down and starting from scratch. Sometimes all it takes is updating your copy so it feels aligned with where your business is now—not where it was three years ago when you last hit publish. The goal? Making sure your website isn’t just something that exists on the internet but an actual tool that works for you 24/7. And what does that look like you ask? Well, your website should always be attracting the right people, building trust, and nudging them (or excitedly leading them) toward that inquiry button.
So how do you know if it’s time for a website refresh? Let’s get into five ~big signs~ (plus a few simple ways to fix them).
1. You’re Booking Clients… But Not the Right Ones
Getting inquiries is always a good feeling, but if most of them aren’t a fit, it’s a problem. If you’re constantly explaining what you actually do, declining projects, or working with clients who just aren’t aligned with your values, it’s usually because your copy is too vague. And when your copy is vague, you end up attracting everyone, when really, you just want the right people.
Think of it this way: if your services page could apply to almost any business in your field, you’re not showing off what makes you different. You’re just blending in.
Tip: Sit down and think about your absolute dream client. Then audit your website and ask yourself:
- Am I clearly speaking to this person?
- Would they feel immediately seen and understood here?
- Or could this copy just as easily belong to someone else in my industry?
Get specific. The clearer your language, the more aligned your inquiries will be. And don’t be afraid to turn some people off. That’s literally the whole point.
2. Your Services Have Evolved, But Your Copy Hasn’t
Businesses grow. Services change. Prices increase. And yet so many websites get left behind. If your site still sounds like you’re back at square one, potential clients are going to assume you are.
Outdated copy doesn’t just make you look like a newbie—it can actually make you leave money on the table. Imagine you used to do one-on-one coaching but now you specialize in group programs. If your site still screams “one-on-one,” you’re going to confuse people. Or worse, you’ll attract folks who want a service you no longer offer.
Tip: Do a website refresh at least once a year. Update your services page, check your pricing, and make sure everything reflects the current version of your business. Don’t be afraid to cut old offers that no longer fit. And while you’re at it? Highlight what’s new and improved! It shows people you’re continuing to grow and develop skills.
3. You Hesitate To Share Your Website
f you feel a liiiiiittle cringe every time someone asks for your link, that’s your sign. You should feel proud and confident sending people to your site, not scrambling to redirect them to your Instagram instead.
Your website is your online home base. It’s where your brand, services, and personality should all come together. If you’re embarrassed by it, trust me: potential clients will pick up on that too.
Tip: Pinpoint what’s making you hesitate. Is it your About page that doesn’t sound like you? A vague services section? A homepage headline that’s just… meh? Start by refreshing those high-impact areas. For example, swap out a generic hero line like “Helping businesses grow online” for something more specific and client-focused: “Marketing that makes you the main character.” That alone can make you feel a million times better about hitting send on your link.
4. You’re Getting Traffic, But Zero Inquiries
This one stings: your analytics show that people are finding you, but your inbox is … silent. If traffic isn’t the problem, then conversion is. And conversion lives and dies with your copy.
Your words need to take someone from “Oh, this looks nice” to “Okay, I need to reach out.” That means answering their questions, easing their doubts, and making the next step ridiculously freaking clear.
Tip: Sprinkle calls-to-action (CTAs) throughout your site, not just on your contact page. You want the next step to be easy and inviting. You can also go ahead and audit your copy for connection points: are you speaking to their pain points and showing how you solve them? Are you positioning yourself as the obvious choice? The more clarity and confidence your words create, the more likely someone is to click that inquire button.
5. Your Copy Feels Flat Compared To You IRL
You’re fun, engaging, and full of personality in real life—but your website? It reads like it came from some sort of super boring business template. That disconnect means your dream clients aren’t seeing the real you (which is the version they’d actually want to work with, btw).
When your copy is too polished, too formal, or too generic, it makes you forgettable. And that’s the last thing you want to be when you’re trying to grow your business.
Tip: Ask a friend (or even a past client) how they’d describe you and your business. The words they use are often more natural and way closer to how you actually come across. Weave those phrases into your site to capture your real personality. When your copy sounds like you, it’s easier for dream clients to feel connected and excited to work with you.
So …. Time For A Website Refresh?
If any of these sound familiar, it’s time for a refresh. Your website shouldn’t just be there. It shoudl be your most powerful marketing tool, and it definitely should:
- Attract the right clients
- Reflect the current version of your business
- Convert traffic into inquiries
- Make you proud to share your link
- Sound like you (not a boring weird robot with zero personality)
And you knowwww I’m going to wrap it up with this: the right words don’t just sound good. They create clarity, build trust, and make it easy for the right people to reach out. A website refresh can turn your site into something you’re not only proud of, but something that actually books clients while you’re off … you know, living your life.
Ready to give your site the attention it deserves? You’ve got options, friend:
- Work with me 1:1: Check out my website copywriting services if you’re ready for words that book clients while you sleep.
- Not quite there yet? Grab one of my free resources packed with DIY-friendly tips to start tweaking your copy today.
- Want more inspo? Take a scroll through my other blog posts for advice, real-life examples, and plenty of actionable copywriting tips.
Bottom line: whether you’re ready for the full refresh or just dipping your toes in, I’ve got you covered.
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