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is it time to refresh your website? these 25 questions will tell you


When someone says “brand,” what comes to mind? 


Is it the Nike swoosh? An apple with a bite taken out? Your favorite influencer’s oddly satisfying color palette? 


We often consider a brand to be made up of a logo or tagline. Those elements are definitely part of it, but they are only a piece of the puzzle. In reality, your brand is everything people experience when they interact with your business. Yes, it’s how you look and sound, but it’s also how you make them feel. And a lot of the time—it starts with your website.


why your website matters - no matter your size


Organizations with great overall branding outperform the market by 73%. Your website is often the first—and sometimes only—interaction people have with your business; it’s your opportunity to plant your flag and show people, “This is who we are.” 


Here are the facts: 



Essentially, your website helps people understand what you do, who you’re for, and why they should care. It sets you apart from the competition and helps you attract the right people—from potential customers to future employees.


Without solid and authentic branding on your website, your audience has to do the hard work of figuring out who you are. (Spoiler alert: most people won’t bother).


what does a website refresh actually look like 


A website refresh checks the pulse of your brand. It’s about asking the hard but necessary questions. It’s making sure your site reflects who you are now, not who you were three years ago.


So, when is the right time? The answer varies, but these 25 questions will help you decide if now is your time to hit refresh.


brand alignment


  • Does our website reflect who we are today?

  • Is our mission statement easy to find—and does it capture what we do?

  • Are we communicating why we exist beyond making money?

  • Have our services or offerings shifted, but our site hasn’t kept up?

  • Does the tone match how we talk in real life (and in meetings and in the DMs)?


audience clarity


  • Do we know who we’re speaking to—and does our website reflect that?

  • Have we considered how different audiences (first-timers, longtime fans, skeptics) experience our site?

  • Does our homepage clearly explain what we do, who we serve, and how to take action?

  • Are we using language our audience understands, or defaulting to industry jargon?

  • Does our site spark connections and build relationships—or just list features?


messaging & voice


  • Can you hear our personality in the copy—or could it belong to any brand? 

  • Is our voice consistent across the site, from headers to footers to form confirmations?

  • Are we telling a story, or just talking at people?

  • Do we sound human? (Like, really human?)

  • Are our values woven into our words—not just stuck on a “Values” tab?


visual identity


  • Do our visuals (logo, colors, typefaces, imagery) still feel right—or are they quietly driving us bananas?

  • Is there consistency across the site?

  • Do our photos feel fresh, authentic, and on-brand—or are we still featuring that stock photo with the forced handshake?

  • Does the design work with the content, or get in the way?

  • Is everything accessible, readable, and mobile-friendly?


functionality & flow


  • Can people easily find what they’re looking for—or does our nav bar resemble a choose-your-own-adventure gone wrong?

  • Are we making it clear what to do next?

  • Is our site optimized for speed, search engines, and actual humans?

  • Do our forms work (and do they capture the information we need)?

  • Are we proud to send people to our site—or do we wince every time we share the link?


next steps


If these questions have you nodding (or maybe even spiraling…), it’s time for a website refresh. A refresh isn’t just about “looking better.” It’s about making sure your site is an accurate, authentic reflection of the work you’re doing and the people you’re doing it for. It’s also about feeling better—clearer, sharper, more aligned.


The good news? You’re not alone. Many brands evolve faster than their websites. A brand isn’t built in a single day, and neither is an online presence. Both are built choice by choice, as you define who you are, what you do, and how you serve customers. 


It’s an intentional process—let’s get started.


If you need help getting the ball rolling, send your name and website to hello@tothshop.com. We’ll respond with a no-fluff, five-minute video audit with brand messaging tips you can implement right away—plus a punch list tailored for what’s next.




 
 
 

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