Have you ever met someone at a networking event who was incredible at what they do, but when you visited their website later, you thought, wait, is this the same business?
Maybe their expertise blew you away in person. Or the person who recommended them raved about their experience. But their website looked like it was built in 2004.
Or maybe you’ve been that business owner yourself. Where you know you’re amazing at what you do, but your website just isn’t telling that story.
If you’ve been in business for more than five years, this episode is for you. And if you’ve been around for decades, you definitely need to listen.
Today I want to share some lessons from a recent website project with a local business that’s been around for 85 plus years. Their work was exceptional. Their reputation was solid. But their website was actually working against them.
Why Legacy Businesses Struggle with Outdated Websites
When you’re an established business, you’ve likely been focused on serving your clients for however long you’ve been doing it, not updating your website. When you’re busy doing great work, your website gets neglected. It happens.
There’s also this mentality that if it’s not broken, don’t fix it. Your business is successful. You haven’t updated your website in 10 years. So what? Your business is still doing well, why change it?
And of course there’s the fear of losing what works. You might be worried that updating the website will confuse existing clients.
Here’s the thing. Technology moves faster than a business cycle. What looked modern even three years ago sometimes now looks outdated.
The Real Cost of an Outdated Website
First impressions matter more now than ever. Potential clients judge your quality within seconds when someone lands on your website. There is all of this silent judgment taking place when they land there.
Think about that disconnect. Someone meets you in person or gets recommended to your business by someone who raved about their experience with you. Then when they land on the website, they see something that doesn’t match. They judge it within seconds.
If your website was built a while ago and it doesn’t work on mobile phones or an iPad, you’re losing leads.
If you have a competitor that has a more modern site, even if they have less experience, even if they’re not as talented as you, they look more credible because they have a more modern site.
And when you have an older site, it often has poor search optimization. You are harder to find online. Google can’t find you. These AI bots can’t find you because it’s an older website.
A Real Example from an 85 Year Old Business
The client I worked with had some specific challenges. The site was decent, but it was a little bit more difficult for visitors to navigate. They didn’t quite know how to get from where they were starting to where they wanted to go.
More importantly, it was harder for their team to update the website themselves. Every time they had a new project, it was really difficult to add new project details and new photos. This was important because it was a creative business, and every time they finished a project, it was important to them to show it on their website. But it was very hard for them to update it.
The website also didn’t convey the luxury level of their services. The website was old and dated and it didn’t match the upscale look and feel of their services today.
And of course, the mobile experience was difficult for potential clients who were browsing on their phone.
How to Honor Legacy While Embracing Modern
For this business, we worked on everything from their brand to their website to their copy. Here’s how we balanced respecting their history with creating something modern.
We Kept Their Signature Brand Elements
They had a bright red in their logo and we maintained that red throughout the new brand modernization. They got a new logo, but we stuck with that bright red that they’re known for. Everything else got updated with new shades of gray and some pops of color here and there.
We Used Their History as a Strength
We talked about how they’ve been in business for 85 plus years in their copy and made sure that we embraced their history. We showed a timeline so potential clients know that they’ve been around so long.
We Updated the Functionality, Not the Personality
Their warm expertise came through, but just more effectively when we updated the website.
The Specific Changes We Made
We created a new website that had a clean and sophisticated design that reflected the luxury market they served. Understanding the market they serve and creating a website that aligned with that was key.
They were a design business, so potential clients wanted to actually find and browse their work. We created an easy portfolio navigation system so potential clients could see the portfolio focused on kitchens or living rooms. Anything they wanted to see was easy to find.
We also created some smart automation that streamlined the inquiry process for both sides. Potential clients get information immediately as soon as they inquire. And the business doesn’t have to send information out manually anymore. We’ve automated it and it just takes place in the background.
We worked on messaging that connects. Their website messaging hadn’t been worked on in quite a while, and this could be true for you if you are a business that hasn’t updated your website in a while. We wanted to make sure that the copy speaks to the emotions, not just to the services they offer, but how their daily lives can be enhanced when they work with this business.
This is done through trust signals like testimonials, years in business, portfolio quality, and the types of projects we’re showing.
Essential Trust Signals for Established Businesses
If you are an established business, you need trust signals. These could be in the forms of years of business prominently displayed. Don’t hide your expertise. If you’ve been doing this for 50 plus years, make sure that’s shared.
Whether it’s a statement, whether it’s a visual representation, maybe you have a tiny history chart sharing some of the most important years in business.
You also need testimonials with specific results. Not just “this business was great,” but actually outcomes that your clients saw.
Professional photography is important. Your work quality when someone lands on your website needs to be obvious immediately. That work should be displayed and showed.
And then of course, your team credentials and certifications, showing your expertise right on that about page and even on the homepage. If you have a small blurb about you and your team, show that right front and center.
Modern Functionality Expectations
This is what people expect when they come to your website.
Mobile first design. Most people are browsing on their phones, especially if you are working with a business to consumer model. People are on their phones and it needs to be a good mobile experience.
Fast loading times. Slow sites lose potential clients in seconds.
Easy ways to contact you. Not just a contact form on that contact page. Multiple ways to reach you. An email address or phone number, both listed on the contact page.
Social proof integration. Those reviews, those testimonials. If you’ve received any awards, any media mentions, any well known clients that you’ve worked with so you can put their logos on your website.
Balancing Legacy with Innovation
The goal is to keep what makes you unique. Your personality and values shouldn’t change.
But what should change is how you present it. Better organization. Clear navigation. Clear messaging. Modern design. When they all work together, that is balancing the legacy, what you’ve always been, with innovation, having something designed that represents today.
Those helpful features make it easy for clients to work with you. If the first step of your process is to have that discovery call, make it easy to schedule. Maybe it’s right there. Maybe they fill out the form and they’re taken to your calendar. Remove that friction from the client journey and make sure that you have a good user experience.
How to Evaluate Your Current Website
Here are some questions to ask yourself.
Does your website immediately communicate what you do and how long you’ve been doing it? I think that’s important for legacy businesses because you have been around so long, that is just built in credibility. Does your website immediately communicate that?
There are beautiful, simple, delicate ways to do this versus writing a whole paragraph about your history from 1900 to today. Just do it in little blurbs. Maybe there is a call out where you’re saying you’ve been serving clients for 50 plus years. Or how many clients you’ve served. Or maybe there’s a visual graphic.
Can someone find examples of your work or the results you’ve achieved and easily find them? Make sure that you have updated portfolios or case studies on your website.
Is it easy to contact you? Super simple on how to take the next step with you.
Does the design quality of your website match the quality of your actual work? That’s a great question to think about because I’ve worked with some amazing service providers, especially in the home trades, but when I go to their website, it doesn’t match the quality of work.
Would you be proud to send a potential client to your website right now? Or are you embarrassed? Does it not reflect who you are and what your business is?
Signs You Need an Update
Your site compared to your competitors looks dated.
It’s hard to update with new content or photos like my client was experiencing.
Most traffic for your website comes from referrals and not website visits.
Potential clients mentioned they had trouble finding information on your website. When they get on that call with you, maybe they’re asking you more questions than they actually need to. It’s because your website might not be addressing this information.
If someone asks you out and about in the wild for your website, you send them to your social media or you make an excuse and say, just reach out, just email me here. That could be a sign.
What Modern Clients Expect
A professional appearance that builds trust.
A website that’s easy to navigate on their mobile devices.
Clear information about not only your services but about your pricing, the investment as well.
Examples of your work and client results. We all are looking for that social proof.
A simple way to get in touch or schedule a consultation.
Actionable Steps You Can Take This Week
Assessment Actions
Think about two to three competitors. Look at their website and then look at yours and be honest about first impressions. What are you thinking?
Look at your Google reviews and your testimonials. Are they featured on your website? Do you have new ones there? Are they prominently featured?
Look at your website on your phone. Is it easy to use? Can you find everything quickly?
Quick Wins That Make a Big Difference
Add your years in business to your homepage. It’s important. People want to know.
Look at your about page. Are there any recent accomplishments that have happened in the last 10 years since you last updated your website? Can you add something on that page?
Think about recent projects or client success stories. Perhaps create a case study or create a new portfolio page for a recent project.
These are some quick things that you can do on your website to make it a little bit more current.
When to Work with a Professional
If the technology feels overwhelming.
If you’re looking for strategic guidance on the messaging and how you are representing your business online.
Or maybe you’re in that camp where business is good and you’ve had your website for so long and you just don’t want to make a change. You don’t want to risk changing anything.
This is when a professional is good to consult with because we can understand that and know where you’re coming from. We can share ways that you can create an online space that’s going to work even better for you and get the word out about your amazing service and the amazing legacy of your business in a better, more professional way that will create even more work for you and attract higher level clients.
If you’re not sure where to start, I offer a website audit where we can look at your current site together and I’ll give you specific recommendations for what needs updating most.
Key Takeaways
Your expertise deserves a website that reflects it. Don’t let an outdated website undermine decades of great work.
Your legacy is a strength, not a limitation. Use that history and experience as a competitive advantage.
Modern doesn’t mean abandoning your identity. You can update your functionality while still keeping your personality.
Small improvements can make a difference. You don’t need to start from scratch to see results. Just take some small steps.
If you’ve been putting off updating your website because you’re worried about losing what makes you special, remember the goal is not to change who you are. It’s to share who you are more effectively.
These years of experience, these satisfied clients, your expertise. These are your superpowers. Make sure your website is showing them off.
And if you think that your website isn’t doing your superpower justice, then I would love to have a chat with you. We can talk about how I might be able to help you take your legacy brand to the next level.
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