Why Refreshing Your Website is Essential for SEO & Google Ranking
I’m always tweaking my website - can’t help myself - I compare it to moving my bedroom round when I was a teenager.
A well-maintained website with strong SEO (Search Engine Optimization) isn’t just nice to have - it’s essential. Search engines love fresh, optimized content, which means better Google rankings, more visibility, and ultimately, more leads for your creative business.
If you’re a small business creative keeping your website updated ensures it’s working really hard for you 24/7, attracting your ideal clients and boosting your online presence.
I spent years running a successful floral design business before pivoting to help creatives, small businesses, and wedding professionals optimize their websites and blog content for SEO success. Today, I’m sharing why regularly refreshing your website is crucial, and a few quick-win tips you can implement right now!
A Fresh Website = A Better User Experience
Your website is your digital storefront—often the first impression potential clients get. If your site feels outdated or hard to navigate, you might be losing out on dream clients without even realizing it.
How to Enhance User Experience:
✔ Improve Navigation – Make sure potential clients can easily find your portfolio, services, and contact information. A confusing website leads to frustration (and lost inquiries!).
✔ Check Your Contact Form – If you use a CRM like 17 Hats or HoneyBook, double-check that your contact form is working and aligns with your current offerings. Make it as easy as possible for people to reach out!
✔ Optimize Load Speed – Slow-loading sites drive visitors away. Updating your website helps improve site speed, keeping potential clients on your page instead of bouncing to a competitor. If you need to compress images on your site tinypng are a great resource.
✔ Ensure Mobile Responsiveness – Over 60% of website traffic comes from mobile devices. Look at your website on your phone—does everything format correctly? A refreshed site ensures seamless browsing across all screen sizes.
How Website Updates Improve Your SEO Performance
Google prioritizes fresh, relevant content, meaning regularly updating your website can boost your search rankings.
SEO-Boosting Website Updates:
✔ Refresh Keywords – Search trends change! Updating your website content lets you incorporate relevant keywords your ideal clients are searching for (e.g., “Los Angeles wedding florist” or “best wedding venues in Austin”).
💡 Pro Tip: Use Google Keyword Planner (it’s free!) to find new keyword opportunities for your business.
✔ Update Blog Posts – Got older blogs sitting on your site? Refresh them! Add relevant keywords, new insights, and updated links to give them new life (Google loves this).
✔ Check Your Links – Broken links hurt SEO and user experience. Go through your site and update or fix any outdated links, especially those leading to wedding venues, vendors, or resources.
✔ Use ALT Text for Images – This is a requirement and good practice. Alt texts assist people with visual impairments, they also help with SEO. When adding new photos, include ALT tags (image descriptions) to boost SEO and improve website accessibility. Example:
Instead of “IMG_1234.jpg,” use “Bride holding bouquet on church steps with blush and ivory roses”. Tip: try and use a keyword that is related to your business.
✔ Optimize for Local SEO – If you're a florist or wedding professional, use location-based keywords to attract more local clients. Example:
Instead of just “wedding planner”, use “Luxury wedding planner in Chicago”.
A Well-Maintained Website = A Stronger Google Ranking
Google rewards websites that are active, engaging, and relevant. If you leave your site untouched for too long, your rankings can drop.
Regular website updates signal to Google:
✅ Your content is fresh and up to date
✅ Your site is user-friendly and valuable
✅ You’re an authority in your industry
For small business owners in the floral, wedding, and creative industries, keeping your website updated isn’t just about aesthetics—it’s a strategic move that can bring in more inquiries and bookings.
Next Steps: How to Keep Your Website Working for You
Want an easy way to improve your website today?
Check your contact form – Is it working correctly?
Refresh a blog post – Add updated keywords and internal links.
Test your site on mobile – Make sure everything displays perfectly.
Fix broken links – Ensure all links lead to active pages.
If SEO and website updates feel overwhelming, I can help! I work with creatives and wedding pros to optimize their sites for better search rankings and more client inquiries.
