Website Maintenance: Keep Your Site in Full Bloom All Year
March 26, 2025
Think about the most beautiful gardens you’ve ever seen. Precision-clipped hedges. Floral artistry. Intoxicating scents. In each landscape, no single plant dominates the rest. As you wander the winding paths, you pass a mix of perennials, the stalwart, reliable plants that poke through the surface year after year. These are the plants that keep coming back. But you also appreciate the annuals, the vibrant, seasonal additions that keep the aesthetic lively and exciting. A well-designed business website works using a balance of the two.
If you want a thriving, memorable website, you need to maintain a classic foundation that lasts (your perennials) AND eye-catching changes that keep it interesting (your annuals).
Let’s take a closer look:
What Makes a Perennial Website?
1. Add New Content Regularly
Content is the fertilizer to grow your perennial website. If you want your clients to keep coming back, you need to give them something new to see. Consistency matters. Take the time to brainstorm a list of conversation-worthy topics and bounce them around your team for suggestions. If the well still runs dry for ideas, look at the chatter happening within your industry.
- Write blog posts and landing pages that dive into detail about your customers’ most common questions.
- Post company updates to invite your audience to see what is happening behind the scenes.
- Share insightful tips. As you do, your audience and peers will continue to look to you as an industry expert.
Treat your website as though it is a living, breathing entity. (Because that’s what it is!) Not a digital snapshot that gathers dust.
2. Highlight Recent Projects and People
We’ve said it a thousand times: People respond to stories! When you launch an innovative product, secure a new project, or add a team member, divvy out the details! I don’t have to be present at my friends’ ribbon-cutting ceremony to share in the emotion of their new restaurant. Simply by mentioning it, you include others in your story.
- Show your expertise in action with case studies and portfolio additions.
- Personalize your company by introducing your employees and mentioning what strengths they bring to your team.
- Showcase the real impact of your work by highlighting customer success stories.
- This content can be multipurposed, posting it on your website, then sharing the snippets and links to social media and newsletters!
Position a stunning landscape spotlight on what’s happening in your business right now. It draws attention to your relevant website and gives visitors a reason to check in regularly.
3. Keep Your Visuals Fresh
A stunning visual stops you in your tracks. When your clients associate your website’s images with your brand, it can go one of two ways: Bland, stock photos can bore your visitors and lose their attention quickly. Or, you captivate them long enough to spark curiosity. A dynamic visual will make them want to know more about you. Some tips:
- Keep your design balanced and organized by using grids.
- Pick two or three base colors for your design.
- Complement your message with well-chosen visuals and graphics.
- Add white space to draw attention to key components of your site.
- Unify and connect all elements.
Make sure your website reflects your current brand. Don’t be afraid to have some fun with it! A little personality goes a long way.
4. Showcase Customer Reviews and Testimonials
Social proof is powerful! If your customers say great things about you, don’t be shy – show it off! Customer recommendations are the golden plaques displayed prominently throughout your perennial garden box.
- Feature testimonials, especially recent ones.
- Highlight reviews on your home page or in blog and social media posts.
- Share customer feedback in emails or social media.
A lot of business owners worry that showcasing reviews looks boastful. It’s not. It shows potential customers why they can trust you. That’s a smart move for every business.
5. Keep Your Site Up to Date
It goes without saying – your website should always be current. If someone visits your site and finds outdated information, it’s a red flag. Comb through the site with the eyes of a master gardener. Prune what feels out of place. Trim any irrelevant information.
- Have your services or prices changed? Update them.
- Has your team grown? Add the new faces.
- Has your contact info changed? Make sure it’s correct everywhere.
- Have you recently updated the backend software to keep your site running smoothly? Do it today!
It’s a small detail, but if left unchecked, it can turn into an unruly weed that damages the credibility of your site.
Bringing in the Annuals: Sprinkle in Seasonal Changes for an Updated Look
A perennial garden forms the backbone of your landscape, but without some seasonal color, it can feel a little . . . blah. That’s where we strategically place annuals. On a website, seasonal updates keep things fresh, engaging, and relevant to what’s happening right now.
6. Add Invigorating Seasonal Touches
Send a nod to each season by sprucing up your website. A simple update to your home page and banners that match the time of year makes your site feel more relatable.
A couple familiar websites do really well at this:
Shutterfly: Whether it’s wedding season or summer vacation, this website embraces the opportunity to preserve the memories of the moment. They position their products and services so that they align perfectly with Mothers Day, Fathers Day, or the fast-approaching deadline to send out Christmas cards!
Cabelas: On this website, there’s no mistaking whether it’s fishing season, hunting season, or time to stock up on camping equipment. From warm, wool socks to life jackets for the boat, they stay on top of their clients’ seasonal recreation.
Consider trying a small tweak to your site every quarter. Here are a few ideas to get you started:
- Spring: Fresh starts, growth, renewal – perfect for launching new products or services.
- Summer: Fun, adventure, and energy – great for showcasing events or limited-time offers.
- Fall: Change, preparation and learning – ideal for back-to-school promotions or planning ahead for the new year.
- Winter: Holidays, reflection, and coziness – time to highlight gift ideas, gratitude and business milestones.
7. Stay on Top of Industry Trends
Every industry has trends. Whether it’s new tech, shifting customer needs or a new approach to business, staying informed and updating your website accordingly keeps you ahead of the game.
- Add new blog content to reflect the latest in your field and the best practices.
- Update service offerings based on changes happening real-time in your industry.
- Add a “Latest News” section to share company updates or relevant trends.
A fantastic example is our client, Christina Ovari at Spengler Industries. She recently posted a blog article with a top 10 Google ranking about the architectural trend towards home designs with flat and low slope roofs. As a manufacturer of premium metal roofing materials, she identified how problematic this trend can be, especially in wet or extreme weather climates. She offered some suggestions regarding the slope and the materials that could help extend your roof’s life. Brilliant, right? When you stay current, you show customers that you're a business that evolves and adapts.
8. Include Events, Videos and Reels
Static websites are boring. Add dynamic content, like videos, event updates, and social media reels to keep it exciting. People want to join you. Whatever you’re doing, let your audience tag along! Here are some ideas:
- Share clips from industry events or behind-the-scenes footage.
- Include short, engaging videos that showcase your personality.
Dave Scharf, the social media influencer behind Rogue Garage, spent the last year customizing a McLaren 720S and decided to take his viewers on its first test drive. While the drive didn’t go according to plan, this authentic, unpolished content built connection and trust, making the brand feel more real and relatable. His audience tuned in. Their curiosity kept them coming back.
The Secret to a Website That Never Feels Old? Balance.
The best gardens aren’t just planted and left alone, they’re nurtured. The same with your website. If you do nothing to update your site, you’re regressing. A strong perennial foundation will keep your site evergreen, while strategic, seasonal updates (your annuals) will bring fresh energy and timely relevance.
If your website feels outdated, lifeless, or irrelevant, it’s time to throw on some gloves and get deep into some balanced, digital gardening. Treat your website with care, attention, and a little creativity. Keep it fresh and watch it grow.
Need help freshening up your site? Let’s chat! A quick website audit can help you figure out what’s working, what needs a refresh, and how to keep your site looking its best year-round.
