The Year Everything Got Recalibrated
The past 12 months pulled me back into my business in a way I hadn’t experienced in a while.
I had our second baby at the end of February, took maternity leave, and then midway through the year, my project manager resigned. Suddenly, I was back inside the day-to-day, managing client communication, handling feedback, and fully immersed in the actual flow of projects again.
And honestly, it ended up being one of the most valuable things that could have happened.
Because when you’re removed from the day-to-day, inefficiencies can hide. When you’re back in it, they become obvious very quickly.
And once I saw what wasn’t working as well as it could, I didn’t sit on it. I changed it.
The Pattern Behind Every Change
Before getting into the specifics, here’s the bigger takeaway:
Most of what I changed wasn’t broken.
It worked. Clients were happy. Projects were getting done.
But it was heavier than it needed to be. Slower than it needed to be. More complex than it needed to be.
And once I saw that clearly, I couldn’t ignore it.
1. I Removed Friction Everywhere
Client Feedback Needed to Be Simpler
One of the biggest shifts I made was how we handle client feedback.
Previously, clients would submit their revisions in a Google Doc, organized by page. On paper, it sounds efficient. In reality, it created unnecessary back-and-forth trying to interpret what they were referring to and making sure nothing was missed.
So I implemented Markup, which allows clients to leave feedback directly on their website.
They can click exactly where they want a change, leave comments in context, upload replacement images, or even record their screen.
The difference has been immediate. Feedback is clearer, revisions are faster, and the entire process feels more aligned on both sides.
This is one of those changes where I genuinely questioned why I waited so long.
I Simplified My Onboarding Process
At one point, I tried to elevate the onboarding experience by building out a custom client portal in Notion.
It looked polished and organized, but ultimately, it didn’t improve the experience. It duplicated what we already had and added another layer to maintain.
So I removed it.
Instead, I created a single, streamlined Google Doc that acts as the client’s checklist. It includes:
- clear tasks and due dates
- links to Loom videos for additional guidance
- direct links to forms and resources
- a phase-based structure so clients know exactly what to do and when
It’s simple, direct, and far more effective.
Clients don’t need more platforms. They need clarity.
I Stopped Overbuilding My Tutorials
Another bottleneck I removed was how I created tutorials for my templates.
I used to build custom tutorials for every individual template, which slowed down the entire launch process. While it seemed like a better experience on the surface, it wasn’t necessary.
Most of what clients need to know is universal: how to swap images, update text, adjust mobile layouts, and apply branding.
So I created one comprehensive set of tutorials that applies across all templates, with room to add small, specific additions when needed.
This allowed me to significantly speed up template creation and launch timelines without sacrificing quality.
2. I Tightened My Timelines (And Everything Improved)
One of the most impactful operational changes I made was restructuring our project timelines.
Previously, our template customization service operated on a roughly four-week timeline. While we had a process, the pacing was too dependent on client turnaround, which led to projects stretching longer than necessary.
This also resulted in a high number of overlapping projects, with clients in many different phases at once. While we managed it, it created unnecessary mental load and complexity behind the scenes.
So I restructured the entire process into a clearly defined two-week timeline.
Each step is mapped out in advance, including when clients receive deliverables, when feedback is due, and when revisions are completed.
The result has been a much more focused and efficient experience. Clients are more engaged, projects move quickly, and the overall workflow is significantly cleaner.
3. I Built a Smarter Middle-Tier Offer
This past year, I also introduced a new offer: DIY Pro.
Previously, clients had two options. They could either purchase a template and fully DIY it, or work with us on a more hands-on service.
DIY Pro bridges that gap.
We handle the initial setup by importing the template, applying their branding across all pages, and ensuring the structure is in place on both desktop and mobile. From there, the client takes over to complete their content.
It creates a more supported DIY experience for the client while allowing us to offer a higher-value product without the full time investment of a done-for-you service.
4. I Made Marketing a Non-Negotiable
For a long time, referrals were a primary driver of growth in my business.
And while that worked well, it’s not something you can fully control.
There was a period where referrals slowed just enough to highlight that relying on them alone wasn’t a sustainable strategy.
So I shifted my focus.
Marketing is no longer something that happens if there’s extra time. It’s a priority.
That has meant:
- becoming more consistent with content
- taking Instagram more seriously as a platform
- building out funnels intentionally
- starting to run ads and learn what works
Not perfectly, but consistently.
Because long-term growth requires visibility you can create, not just visibility you hope for.
What Actually Made the Biggest Difference
Looking back, the biggest impact didn’t come from doing more. It came from doing things better.
A few key shifts stand out:
- prioritizing speed over overthinking
- choosing simplicity over unnecessary complexity
- creating structure instead of relying on flexibility
- and getting close enough to the work to see what needed to change
Closing Thoughts
None of these changes were about reinventing the business.
They were about refining it.
Removing friction. Tightening processes. Making decisions faster.
And ultimately, creating a business that runs more efficiently, both for my team and for our clients.
