Featuring live events, press releases or special offers on your website is common practice. To keep your website current make sure you regularly edit this information once the dates have passed. Get into the habit of also including the year for any events you mention.  Your client will assume you’re not in business if your website is littered with announcements inviting them to past dates and events. Finally don't forget to update the copyright year on your site! This is the easiest way to reassure a  client that you’re still open for business.

Assuming you have the the basics in place of a clean design and crisp user-friendly website, amateurish images drag down the quality of your site faster than any other element. If your website is your online store, then of course, you’ll need to invest in beautiful product photos. For service providers, images are still extremely important. Once you have established your brand, a professional photoshoot is ideal, but until then, invest a modest amount in paid images to get the look you want.

Great reviews from satisfied clients don't only belong on your testimonial page. This is a perfect place to post recent comments, as well as older quotes, but incorporate other opportunities to share this “social proof”as well. Write a few catching words on your home page, alongside your bio, and next to the information about your products or services. Don’t overdo it, and be sure to change font or colour to highlight the snippet. Also, remember to make testimonial requests part of your standard business process.

A successful website, needs to be clear on the key next step you’d like a client to take. This could be scheduling a consultation or making a purchase. Be sure this Call to Action (CTA) is clear on all your main site pages. Make an eye-catching button, not a text link, since research shows viewers are more likely to click the former – especially on a phone. Remove competing or distracting options, so that your visitor is in no doubt about what to do next. If an important CTA is for someone to join your mailing list, make sure the sign-up form works and is a pleasant welcome experience.

Your website will always feel  like a work in progress,  it can and should evolve with you and your business. However, taking a few minutes to refresh it makes a world of difference not only to the experience your clients get, but also their readiness to take the next step in buying from you.