What's included in a £180 strategic website refresh for small businesses? (Approx. $240).

Having a website is one thing, but getting people to actually enquire or purchase through it is another. You might already have a perfectly functional website that looks professional and receives visitors, but you're finding that those visitors aren't turning into customers.

Sometimes the issue isn't necessarily the design or the amount of traffic you're getting, but how your business is being communicated. Perhaps your services aren't particularly easy to understand, your website is missing important information or people are having to work too hard to find what they're looking for.

I've seen how easy it is for business owners to overlook these things, particularly when they've written their website themselves and are already familiar with everything they're trying to explain. What makes perfect sense to somebody running a business might not be nearly as obvious to somebody discovering it for the first time.

That's why I offer my £180 Strategic Website Refresh, a focused service for small businesses and solopreneurs who already have a website but want clearer messaging and a stronger customer journey. I'll review and rewrite the copy across up to five core pages, alongside recommendations for improving the structure and helping visitors move towards making an enquiry or purchase.

What is a strategic website refresh?

A Strategic Website Refresh focuses on improving how your existing website communicates with potential customers, including the information they encounter, the order in which they see it and how clearly they're encouraged to take the next step.

Rather than automatically recommending an entirely new website, I'll look at what you've already got and consider whether changes to the copy and customer journey could make it easier for people to understand your business.

For example, somebody might have a homepage filled with information about their experience but very little explanation of what they actually sell. Another business might explain its services in detail but bury the important information beneath long paragraphs, making it difficult for visitors to understand which option is suitable.

Sometimes the services themselves are explained perfectly well, but the journey towards contacting the business is confusing, particularly on mobile where visitors may have considerably less patience for searching through different pages.

My aim is to identify those kinds of problems and help you communicate your business more effectively, without turning what could be a straightforward improvement into an unnecessary website rebuild.

Who is the Strategic Website Refresh for?

This package is designed for established businesses that already have a website, an existing offer and a reasonably clear brand direction, but feel their messaging or customer journey could be improved.

You might be receiving website traffic without generating many enquiries, or perhaps people regularly contact you with questions that you thought were already answered on your website.

It's also useful if your business has developed since the website was originally written. You may have introduced new services, changed your audience, increased your prices or gained experience that isn't being communicated particularly well through your existing pages.

Some businesses have also developed websites gradually, adding information whenever they need it without considering how everything fits together. Over time, that can create confusing navigation, repeated information and pages that don't guide visitors towards a clear next step.

A refresh gives us an opportunity to reconsider how the website works for somebody who doesn't already know your business, while making better use of the foundations you've already established.

What's included in my £180 Strategic Website Refresh?

The package includes a review and rewrite of the copy across up to five core website pages, together with strategic recommendations for improving the structure, customer journey and opportunities for generating enquiries or sales.

Reviewing and rewriting up to five core website pages

I'll work through up to five of your main website pages, usually Home, About, Services, FAQs and Contact, or the closest equivalent pages on your existing website.

The aim is to make the information clearer, more relevant to your intended audience and better connected to what you want visitors to do.

That could mean improving the way you introduce your services, making the value of your offer easier to understand, refining your calls to action or removing explanations that make important information unnecessarily difficult to find.

I also consider the tone of the writing, because the way a business communicates can influence how professional, approachable and credible it feels.

For example, a professional services business might need to explain a complicated service in simpler language, while a creative business might need to communicate its personality without losing clarity about what customers can actually purchase.

The rewritten copy should reflect your business while making it easier for potential customers to understand what you offer and why they might want to work with you.

Improving your website's customer journey

Your customer journey is simply the experience somebody has as they move through your website, from discovering your business to deciding whether to enquire or purchase.

I look at how the information is organised, whether visitors can find what they need and whether there's a logical route towards taking action.

For example, imagine somebody arrives on your homepage after discovering you through Instagram. They might want to understand what you offer, compare your services, see evidence of your work and then find out how to get in touch.

If those things are difficult to find, or they're spread across lots of different pages without a clear route between them, somebody may leave before they've had the opportunity to properly consider your offer.

I'll provide recommendations for improving the website structure and journey, which might include reorganising information, making important links more prominent or reducing unnecessary steps between discovering a service and making an enquiry.

Making your website more credible and trustworthy

Another important part of website conversion is helping visitors feel confident about the business they're considering purchasing from.

We can explore how effectively your website communicates your experience and whether you're making good use of customer reviews, testimonials, case studies, professional qualifications, awards or other relevant evidence.

Sometimes businesses have already achieved some brilliant things, but that information is tucked away where potential customers are unlikely to see it.

Other times, a website might contain lots of claims about the quality of a service without giving customers much evidence to support them.

I'll consider whether your messaging gives people a clear understanding of what you do, who you help and why your services might be suitable for them, with suggestions for where stronger credibility signals could support that journey.

Recommendations for encouraging more enquiries and sales

I'll also consider whether your website makes it straightforward for somebody to take action once they're interested in what you're offering.

That might involve reviewing your enquiry buttons, the clarity of your service descriptions, the information provided before somebody contacts you or how your website presents the next step.

I particularly like looking at these things through the eyes of a new visitor, because even small points of confusion can create unnecessary questions or make the process feel more complicated than it needs to be.

The recommendations are intended to help you improve the experience and reduce potential obstacles, although no website refresh can guarantee a particular increase in enquiries or sales.

What happens during the Strategic Website Refresh process?

We'll agree on a dedicated project day in advance, giving me time to concentrate on reviewing your existing website and developing the refreshed copy and recommendations.

I'll look through the agreed pages, consider how the information is currently presented and identify areas where the messaging or customer journey could be improved.

I'll then rewrite the relevant copy and develop recommendations for the website's structure and user journey, with the completed refresh delivered on our agreed project day.

This is a focused copywriting and strategic review service, rather than a complete redesign or new website build. You'll receive refreshed copy and recommendations that can guide improvements to your existing website, while any additional hands-on design or development work can be discussed separately if needed.

The package costs £180 and is paid upfront, with the project day agreed before work begins.

Can better website copy help increase sales?

Clearer website copy can help potential customers understand what you're offering and make it easier for them to decide whether your business is suitable for their needs.

For example, if you're offering several services at different price points, somebody might struggle to understand which one they should choose. Improving the explanations and organising the information more clearly can make it easier for them to compare the options.

Equally, if visitors regularly abandon your website before making an enquiry, it may be worth looking at whether they can find the information they need, whether there's enough evidence to trust your business and how straightforward the next step feels.

Of course, not every sales problem is caused by website copy. You might be attracting the wrong visitors, offering something that doesn't meet their needs or experiencing other problems elsewhere in your marketing.

But if the website itself is creating confusion, improving the messaging and customer journey is a sensible place to start before investing in an entirely new design.

What's the difference between a website refresh and a new website build?

My Strategic Website Refresh (£180) is for businesses that already have a website and want to improve its messaging and customer journey. It includes rewritten copy for up to five core pages and recommendations for improving the existing website, rather than a complete new design.

My Wix Website Build (£650) is for established businesses with a clear brand and existing sales pipeline that need a professional website to support the customers and enquiries they're already attracting.

With that package, I write the copy and create a completely custom Wix website across five core pages, without using premade templates or generative AI. It also includes general guidance around policy pages and takes six weeks, with two payments of £325.

My Strategic Wix Website Build (£945) is designed for businesses that need their website to do more than support an existing sales pipeline, particularly those who want to attract additional relevant visitors through Google and build credibility within their niche.

Alongside the custom five-page website, it includes a blog setup and a strategic SEO content plan, with guidance on creating search-friendly and sales-focused articles, a content plan, keyword bank and detailed blog template.

I explain these things in accessible language so business owners can write their own content or use the guidance to brief somebody else, such as a virtual assistant.

That package takes eight weeks and is divided into three equal payments of £315.

The main difference is whether you need to improve an existing website, build a new hub for your business or develop a website with an additional strategy for attracting customers through search.

FAQs about my Strategic Website Refresh

What is a strategic website refresh? It's a focused service for improving the messaging and customer journey of an existing website. My £180 package includes reviewing and rewriting the copy across up to five core pages, alongside practical recommendations for improving the structure and encouraging more enquiries or sales.

Can you help if my website gets visitors but no enquiries? Yes, we can look at whether your messaging, service descriptions, calls to action or customer journey might be creating problems. I can't guarantee that rewriting your website will increase sales, but I can identify opportunities to make the experience clearer and more straightforward.

Which website pages are included? The package covers up to five core pages, usually Home, About, Services, FAQs and Contact, or the closest equivalent pages on your existing website. We'll agree on the relevant pages before the project begins.

Will you rewrite my website copy for me? Yes, I'll review and refresh the copy for the agreed pages rather than simply giving you a list of general writing suggestions. I'll also provide recommendations for how the information could be structured more effectively.

Does the package include a complete website redesign? No, the Strategic Website Refresh focuses on copywriting and recommendations for improving your existing website's structure and customer journey. If you need a completely new website or more extensive implementation work, we can discuss my other website services.

Can the refresh help make my website look more professional? Clearer copy, consistent messaging and a better-organised customer journey can contribute to how professional and credible your website feels. I can also suggest where additional evidence, such as testimonials, case studies or awards, could help strengthen customer confidence.

Does this include a complete SEO strategy? No, the focus is on improving your existing website's messaging and customer journey. If you're looking for a new website with a blog setup, keyword bank, content plan and guidance on attracting more visitors through search, my Strategic Wix Website Build is the more comprehensive option.

How long does a Strategic Website Refresh take? We'll agree on a dedicated project day in advance, and I'll deliver the completed copy refresh and recommendations on that day. This is different from my full website builds, which involve longer development timelines.

How much does a Strategic Website Refresh cost? My Strategic Website Refresh costs £180, approximately $240, and is paid upfront. It includes refreshed copy across up to five core website pages and strategic recommendations for improving your existing site's structure and customer journey.

Interested in improving your existing website?

If your website is already established but isn't communicating your services as clearly as it could, my £180 Strategic Website Refresh gives you an opportunity to improve the copy and customer journey without immediately investing in a complete rebuild. I'll review the agreed pages, rewrite the messaging and provide practical recommendations that help you make better use of the website you already have.

Thinking about booking a Strategic Website Refresh? You can enquire through my contact form, ask questions or request more details about the package. I'll get back to you within a day with my best advice on the next steps for what you're building.

Need a little more convincing? You can explore my client case studies to see examples of my branding, website and marketing work, including the different challenges I've helped small businesses address and the thinking behind my approach.

Looking for something else? You can explore my other creative services to see what else I offer across branding, website development and social media, including more comprehensive support for businesses that need help putting their ideas into practice.