Consistently Prepare Your Website to Lead Your Brand with Purpose

The end of the year isn’t just a time to wind down—it’s the perfect opportunity to recalibrate your Misfit Energy™, brand, and set the tone for the year ahead. If you’ve ever felt like your website isn’t quite pulling its weight, now is the time to fix that.

Your website isn’t just a digital placeholder—it’s the engine that powers your brand’s positioning in your industry & your digital marketing. When optimized and aligned with your goals, it has the potential to turn casual visitors into loyal advocates and fleeting interest into sustained growth.

You need to prepare your website to lead your brand with purpose. It should be positioning your brand without question.

This guide is your roadmap to ensuring your website is primed to lead. I strongly believe that your Misfit Energy™ drives how your brand is positioned. We’ll explore seven strategies to prepare your brand to step forward with confidence and share actionable steps to implement immediately.

Why Your Website is the Core of Your Brand's Positioning

Before jumping into evergreen website strategies, let’s acknowledge the elephant in the room: many brands and businesses treat their websites as afterthoughts. They’re launched and forgotten, left to gather internet dust while the brand struggles to get positioned or grow through social media and other platforms.

But here’s the kicker—your website should be your brand’s digital marketing command center. The hub of yo' shyt!

Social media and even ads are just tools to drive traffic, but your website is where the magic happens. It’s where your audience learns your story, connects with your values, and decides to invest in your offerings.

It's where you build and connect with your community through emails, SMS, events, and memberships. Your website isn’t just a tool; it’s your most powerful digital marketing asset for building trust and credibility you can create for your brand.

7 Strategies to Prepare Your Website to Lead Your Brand

Reflect on Your Brand’s Current Position

The first step in preparing your brand for leadership and growth is reflection.

Ask yourself:

• Does my website communicate my brand’s current mission and vision?
• Are my offerings aligned with the solutions I provide for my audience?
• Does my website feel fresh, relevant, and compelling?
• Does my website make folks want to check for my brand & refer it?

Reflection isn’t a one-time exercise.

In order to prepare your website to lead your brand you must be ready to reflect how it's performing and what's best for your brand. Make it a regular habit, whether monthly, quarterly, or annually. This practice keeps your website and brand in sync with your evolving goals and ensures you’re always putting your best foot forward.

Refresh Your Messaging Using Your Misfit Energy™

Your messaging is the lifeblood of your brand. Use your Misfit Energy™ to guide how your messaging builds out because this is where your passion flows. This is the same energy that drives your brand to be properly positioned.

It’s the first thing visitors encounter when they land on your website, and it sets the tone for their experience. Understanding this you know that you need to :

• Be Clear: Avoid industry & bullshyt jargon. Speak directly to your audience in language they understand and that you want to use. Make your conversation relatable to them based on what you know and can prove.
• Be Compelling: Highlight what makes your brand unique. Why should someone rock with you instead of be a competitor? Now yes, you don't “compete” with anyone else, however, your audience may not know that and they opt for your opts instead of you! Make it your business to position your brand to stand the fuck out.
• Be Consistent: Your messaging should align across all touchpoints—social media, emails, and your website. Being scattered leaves your audience confused and leaves your brand misplaced & forgotten. Set a consistency you can stand by, not one that “gurus” & drive-by fans tell you to abide by. Figure out your flow.

For example, if your brand emphasizes innovation, ensure that message is woven throughout your site, from headlines to product descriptions.

Focus on User Experience (UX)

User experience is often overlooked, but it’s critical to your website’s success. When I say your website is not about you, I mean that shyt. A poorly designed website frustrates visitors and drives them away, while an intuitive, user-friendly site keeps them engaged.

• Ensure your navigation is simple and logical. Keep the vital shyt at the top & everything else in the footer, linked, or as a pop-up.
• Track your user device engagement to prioritize which device you optimize your site for. Although mobile devices have been a non-negotiable since 2017, your analytics will tell you where your traffic is coming in from. Use the data boo.
• Test your site’s loading speed—slow pages lose visitors. Tech & scripts will impact this so prioritize the functionality you need and find the best ways to implement & keep shyt tight.

Showcase What Makes You Unique

Your Misfit Energy™ is unique and sets you apart from others in the same market space. Most would call this your unique value proposition (UVP). What do you offer, how do you offer it, & why you're the one to support these specific folks is the focus of all of this.

Use your website to highlight this in bold, unmistakable ways.

• Share your story: How did your brand come to be? What values drive you?
• Highlight results & possibilities: Testimonials and case studies to showcase real-world results is the way to go.
• Create distinctive, branded visuals: Use distinctive, branded visuals to reinforce your uniqueness, whether it’s through custom graphics or behind-the-scenes videos.

Keep Your Visuals Evergreen & True to You

Your website’s design is the first impression your audience gets of your brand. Outdated designs suggest your brand is stagnant, even if your offerings are cutting-edge.

That's where evergreen comes in.

Seek functionality & tech that is meant to take you forward while your visuals stand the test of time & feel true to you & what your brand stands for.

Classic never runs out of time.

Bold is always powerful. 

Playful & Modern keep you on your toes.

• Your Palette is Dusty: Update your color palette and typography to reflect the proper aesthetics that fits your true brand, not what you assume it should be.
• Get Yo Brand Assets Up: Use high-quality images and videos that align with your brand’s personality and are highly recognizable for you.
• Keep It Cute & Subtle: Animations are cool but shouldn't be overwhelming and the core of your website. Subtle animations or interactive elements to keep users engaged. Be warned, the more animations the more load time it can take.

Implement Consistent Evergreen Content Updates

A static website is a dusty, forgotten website. Regularly updating your content shows visitors (and search engines) that your brand is active and thriving. It's proves you're not asleep at the wheel. Keeping your content evergreen ensures that folks are always seeing you as a solutions provider.

A few ways to do this includes:

• Adding blog posts, case studies, or industry insights regularly.
• Updating your homepage with seasonal or promotional messaging.
• Refreshing your product or service pages with updated benefits or features.

Optimize Your Joint for Search Engines (SEO)

If your audience can’t find your website, all your efforts are wasted. Nobody's got time for that! SEO ensures your site appears in search results when potential clients are looking for solutions you provide.

• Use relevant keywords in your copy, metadata, and image descriptions.
• Create high-quality, valuable, evergreen content that addresses your audience’s pain points.
• Ensure your site is technically sound, with proper indexing and no broken links.

3 Actionable Steps to Implement Today

Conduct a Quick Website Audit

Start by reviewing your website as if you were a first-time visitor.

Pay attention to:

• Broken links or outdated information.
• Pages that take too long to load.
• Content that no longer aligns with your goals or messaging.

Use tools like Google Analytics to understand user behavior and pinpoint problem areas.

Update Your Main Landing Page (aka Your Homepage)

Most often your main landing page (aka your homepage) is your brand’s face and introduction to the world. Make sure it:

• Clearly communicates what you bring to the table.
• Includes a strong call-to-action (CTA) to guide users to the next step.
• Features testimonials or highlights recent achievements to build credibility.

Plan for Quarterly Reflections

Set aside time every quarter to revisit your website. During these sessions, review your analytics, update your content, and ensure your messaging aligns with your evolving goals. Treat this as a non-negotiable part of your brand strategy.

The Long-Term Vision: Build Evergreen Growth

One of the biggest mistakes brands make is failing to build for the future. They focus on short-term wins, neglecting the foundation needed for long-term success. An evergreen website grows with your brand and supports your goals year after year.

Here’s how to ensure your website remains evergreen:

1. Keep it Scalable: Use a platform that can grow with your needs.
2. Invest in SEO: Consistent organic traffic is a game-changer.
3. Focus on Value: Create content that remains relevant, even as trends shift.

The Rundown: Lead Your Brand Into 2025 and Beyond

Preparing your brand to lead isn’t just about updating your website—it’s about embracing the mindset of a leader. Reflect on where your brand stands, refine your messaging, and build a solid foundation that supports your vision for growth.

With the right strategies in place, your website can become the powerhouse that drives your brand’s success into 2025 and beyond. These strategies allow you to properly prepare your website to lead your brand in a way that it's never been capable of before.

Explore More Insights from the Brand Your Legacy™ Blog:

• Your Guide to Understanding Why Your Website Matters
• The Power of Evergreen Strategies
• The Power of Creating Your Website

Here are a few more things you can do for 2025

1. Join the Waitlist for Scale Evergreen™ Intensive 2025 and discover how to position your brand for long-term success.
2. Jump on the Waitlist for From Dusty to Evergreen™ 3-Day Mini-Course that allows you to pace yourself and get to understand where you can improve your own strategies to create stronger evergreen opportunities for your brand through your website.
3. Roll up & sign up for the Waitlist for ID Your Misfit Energy™ Assessment to better understand the type of Misfit Energy™ that drives and shapes your brand and business.

Let’s build something extraordinary together 'cause the future is now!