You’re putting something new out into the world, and if you’re like most of the people I work with, you’ve got your heart set on a website. That’s great! However, this is where I see a lot of people skip right over the strategy component of launching their business in order to get something out there.

Launch is the time to craft clear offerings, brand strategy, strong messaging and a website optimized for bringing your right-fit customers into your orbit.

Once your business is launched, you’ll find that you iterate on your original offers as you work with clients. You’ll find new and better sales practices and marketing techniques. This is when you may also decide to launch new offers like group programs, memberships and online courses.

Sales, marketing and tech to support new processes and offers becomes more important.

Refining usually takes place at least 1-2 years after launch. This is when you’ve worked with a number of offerings, iterated, perhaps pivoted and are now looking to double down on what works and get rid of any excess.

This is often the time to revisit your offers, copy, branding, website flow so that your online business is super focused, running with ease and providing a fantastic customer experience.

Following Refining, you have undeniable offers, efficient sales processes and an unbeatable customer experience. Your website is streamlined to bring in your right-fit prospects and flow them into the right products or services for them.

You’re ready to serve more people and have a greater impact. This is the time to double down on smart marketing.