5 Things I Check When I Actually Work ON My Business

The other day I wrote about something most business owners eventually run into. We spend a lot of time working in our business, but very little time working on it.

Working in the business is the daily grind. It’s answering emails, finishing projects, handling customer requests, fixing problems, and trying to keep everything moving forward. That work matters. It’s the work that keeps the lights on.

But every once in a while I try to step back and ask a different question.

When was the last time I actually stopped and worked on the business itself?

Not just staying busy. Not just getting through another to-do list. I mean stepping back far enough to look at the systems, the messaging, and the structure of how the business actually operates.

Because if we’re honest, most of us are so busy running the machine that we rarely stop to see if the machine is still working the way we think it is.

That’s actually one of the reasons I decided to make a digital version of my book “Unlocking Website Profits: 15 Overlooked Keys to More Sales Online” available for free on my homepage. Over the years I kept seeing the same small problems quietly hold business websites back, so I wrote the book to help business owners spot and fix them.

If you’re curious, you can grab the free copy here:
FrankDeardurff.com

Over the years I’ve developed a few simple things I check whenever I intentionally spend time working on the business. None of them are complicated, but they tend to reveal a lot.

The First Thing I Look At Is My Website

This might sound obvious coming from someone who builds websites, but the truth is the biggest issue I see with websites isn’t design.

It’s clarity.

When someone visits your site for the very first time, they’re silently trying to figure out three things. Who is this for? What problem does this solve? And what should I do next?

If those answers aren’t obvious within the first few seconds, most visitors simply move on. Not because they weren’t interested, but because they were confused. And confusion rarely leads to action.

Every now and then I try to open my own website and look at it like someone who has never heard of me before. No assumptions. No insider knowledge. Just a quick look with fresh eyes to see if the message is still clear.

It’s surprising how often small tweaks make a big difference.

Then I Check the Tools I’m Paying For

The online business world is full of helpful tools. Email platforms, membership software, automation systems, analytics dashboards, design tools, and now an endless list of AI services.

Over time it’s easy to collect quite a few of them.

But something interesting happens if you’ve been in business long enough. Some tools quietly stay on autopay long after you stopped using them. They were useful when you first signed up, but somewhere along the way your needs changed.

Every so often I take a few minutes to review what subscriptions are still active. Not because the tools are bad, but because every tool should serve a clear purpose in the business.

Sometimes working on your business simply means asking a very practical question.

Do I still need this?

Or even better… is this actually helping my business grow?

I Also Review My Message

Another thing I’ve learned is that messaging can drift over time.

The core of what you do might stay the same for years, but the way you explain it to people often needs adjusting. Markets change. Customer expectations shift. Even the language people use to describe their problems evolves.

An offer that worked perfectly three years ago might not connect the same way today.

So occasionally I step back and review the words on my website, the descriptions of my services, and even the way I explain what I do. Not because everything needs to be reinvented, but because sometimes the message simply needs sharpening.

When the message is clear, everything else in the business tends to work better.

Next I Look At What Happens After Someone Visits My Website

This is something many small businesses overlook without realizing it.

When someone visits your website today, what happens next?

Do they have a reason to stay connected? Is there something helpful they can download? Do they have a clear next step if they want to learn more or get help?

Or do they simply read a page and leave?

Most websites are built to exist online, but they’re not always built to capture interest. A simple next step can make a big difference over time. Even something as straightforward as a helpful guide or checklist can turn a casual visitor into someone you can build a relationship with.

Over the years I’ve seen the same handful of issues show up again and again. In fact, several of the ones I mention in my book “Unlocking Website Profits: 15 Overlooked Keys to More Sales Online” are things most business owners never realize are hurting their results.

Relationships are where business growth actually happens.

Finally, I Try To Look At My Business Like A Stranger Would

This may be the most valuable exercise of all.

When you work inside your own business every day, everything starts to feel obvious. The systems make sense to you. The offers make sense to you. The website structure makes sense to you.

But the people discovering your business for the first time don’t see any of that background.

So occasionally I try something simple. I open my own homepage and pretend I’ve never seen it before. Then I give myself about ten seconds to answer three questions.

What does this business do?

Who is it for?

What should I do next?

If those answers aren’t clear, that’s usually where I start making improvements.

A Simple Place To Start

If you’ve ever had the feeling that your website should be doing more for your business, you’re not alone. Over the years I’ve seen the same handful of issues show up again and again. Small things that seem harmless but quietly keep websites from generating leads or customers.

If you’ve ever wondered whether your website could be doing more for your business, I made the full digital version of my book “Unlocking Website Profits: 15 Overlooked Keys to More Sales Online” available free on the homepage.

If you’re curious, you can grab it here. https://FrankDeardurff.com

It’s a quick read, but it might give you a few ideas the next time you decide to step back and work on your business instead of just staying busy working in it.