From Year One to Year Six: What We’ve Learned About Timing, Planning, and Staying Current

Six years ago, we launched Link & Layer with a big dream, an okay logo (if we're being honest), and a willingness to figure it out as we went. We’ve grown a lot since then—and so have the businesses we work with.

One thing we’ve learned over these six years? Staying current is less about chasing trends and more about checking in with yourself regularly. Your business evolves—your branding, website, systems, and even your energy all need space to evolve with it.

Whether you're just starting out or you’ve been at this for a while, here are five big lessons we’ve learned about reassessing your business and keeping things fresh:

1. You Don't Need a Rebrand Every Year—But You Do Need a Check-In

Your business doesn’t stay frozen in time. Even if your visual brand still feels “fine,” your offers, messaging, or audience might have shifted. It’s a good idea to reassess your branding and website once a year to ask:

• Does this still reflect who I am?

• Are my services up to date?

• Can people clearly understand what I offer?

  
  

Sometimes a small tweak can make a big difference. Other times, it’s a sign that a deeper refresh is needed.

2. You Learn Your Rhythm—So Use It

It takes a few years to really see your business patterns. Maybe winter is your busy season. Maybe July is quiet (it is for us!). Once you know when your natural slow periods are, you can plan to work on your business instead of reacting in the middle of chaos.

Here’s how we use that knowledge:

• We schedule internal projects during slower months.

• We pause and reassess our own systems every summer.

• We plan website updates in summer—before our "back-to-school schedule" rush.

Give yourself permission to work with your natural flow instead of always pushing through it.

3. Progress Happens in Layers by Planning Ahead

You don’t have to do everything at once. Over the years, we’ve learned that layering in updates is often more sustainable than blowing everything up. For example:

• Update your homepage messaging now, and plan a full redesign next year.

• Tweak your pricing sheet now, then revisit your services later.

• Add a brand photo session in spring, and a new social template pack in fall.

You can evolve slowly and stay current—it’s not all or nothing.

4. Some Signs It’s Time for a Refresh

After six years and many client conversations, we’ve spotted some common clues that it's time to update:

• Your website doesn’t reflect your current offers.

• You feel embarrassed to send people your link.

• Your branding feels misaligned with how you talk or show up now.

• Your site is hard to use on mobile.

• Your photos and copy feel outdated.

If you’re nodding along, it might be time to hit pause and reassess.

5. Growth Doesn’t Always Look Like Hustle

One of the biggest mindset shifts we’ve had: growth can look quiet. It can be behind the scenes. It can be decluttering a service that’s no longer working, simplifying your offerings, or quietly investing in a better system.

Checking in with your business—especially during those quieter seasons—is one of the smartest and most sustainable ways to grow.

Want Support? That’s What We’re Here For.

If you’re in a season of reassessment, we can help. Whether it’s a full rebrand or just a nudge in the right direction, we offer everything from strategy sessions to full-scale design solutions.

Start by asking yourself:

• What’s working?

• What’s outdated?

• What’s missing?

Then let’s chat. Your Year Six (or Year One or Year Twelve) deserves to reflect you—clearly, confidently, and intentionally.

The Midyear Reset

5 Questions to Reconnect with Your Business Vision

We’re officially halfway through the year—which is kind of wild, right?

Summer brings a natural pause point. For a lot of small business owners (especially moms juggling kids at home), it’s tempting to just go into survival mode. But hear me out: this is actually a perfect time to slow down, take a breath, and check in on your business vision before fall hits.

No big overhaul. No massive rebrand. Just a gentle midyear reset that helps you refocus and move forward with more clarity. And the best part? It can seriously improve how your brand and website are working for you.

Let’s get into it.

Why a Midyear Reset Matters for Your Brand & Website

Your brand and website aren’t set-it-and-forget-it tools—they need check-ins, just like your goals or budget. Over time, things shift:

• You offer something new

• Your audience evolves

• You grow (personally and professionally!)

If your brand or site hasn’t caught up, you’re probably missing opportunities to connect with the right people or convert browsers into buyers. This reset helps you close that gap.

5 Questions to Ask Yourself Right Now

You don’t need a fancy workbook. Just grab a notebook, a Google Doc, or the Notes app on your phone and reflect on these five questions:

1. Does my current brand still reflect who I am and what I do?

Businesses evolve—and fast. Maybe you’ve shifted your niche, refined your offer, or discovered a new tone that feels more “you.”

Try this:

• Look at your logo, brand colors, and fonts. Do they still match the vibe of your business?

• Read your homepage headline. Does it clearly explain what you do (and who it's for)?

If not: You don’t need to start over. Sometimes a small tweak—like changing a tagline or updating brand colors—can make a huge difference.

2. What do I want to be known for in the second half of the year?

This question is great for realigning your content, offers, and messaging. You might’ve started the year focused on one service, but now your audience is responding better to something else.

Try this:

• Pick ONE word or phrase you want to be known for—something that sums up your expertise.

• Ask: “Is this front and center on my website, socials, and emails?”

Branding tip: Make sure your homepage and “about” section are working for that word. Clear, consistent messaging builds trust fast.

3. Is my website making it easy for people to take action?

Even if you’re not running a full campaign this summer, your site is still working behind the scenes 24/7. If it’s unclear or outdated, people will click away.

Try this:

• Go to your homepage and pretend you’re a first-time visitor. Can you tell what you offer—and what to do next—within 10 seconds?

• Is your contact button, scheduling link, or service info easy to find?

Quick win: Add one clear, confident call-to-action to your homepage that aligns with your midyear goal (e.g., “Book a Strategy Session,” “Browse the Essentials Shop,” or “Let’s Chat”).

4. Am I proud to send people to my site or social profiles?

This is the gut-check question. If you're cringing at your outdated photos, inconsistent branding, or old offerings, that hesitation is probably costing you confidence and clients.

Try this:

• Audit your top three pages: homepage, about, and services. Make a list of what feels outdated or “off.”

• Swap in one new image that feels more current, even if it’s just a brand photo or seasonal graphic.

Branding tip: If you're planning a photoshoot later this year, now's a great time to create a brand shot list. (Need help? We’ve got one right here).

5. What small change would make a big difference right now?

You don’t have to redo everything to see results. Often, one intentional shift—like streamlining your homepage layout or updating your bio—can spark fresh momentum.

Try this:

• Look at your website and ask: “Where do people usually get stuck?”

• Is there anything you’ve been avoiding fixing that could take 15 minutes? Do that first.

Pro move: Make a “Someday Fix” list—things you want to tackle in the fall. You’ll feel better just having it written down and out of your head.

A Fresh Start Doesn’t Have to Be a Full Redesign

This reset isn’t about perfection. It’s about alignment—making sure your brand and website are working with you, not holding you back. By taking even 30 minutes to reflect and make a few changes, you’ll walk into the second half of the year with more clarity, more consistency, and more confidence.

Want Help With That Midyear Tune-Up?

Our Website Review is a fast, affordable way to get expert eyes on your site and a checklist of what to fix, update, or simplify. Perfect for summer mode. Or, our 1-hour Strategy Sessions are designed to help you get clear on what matters most right now—so you’re not wasting time spinning your wheels.

Branding Starts with Your Audience

When we first started our business, we were saying yes to everyone. If you needed a logo, a website, a flyer—we were your people. But pretty quickly, we realized that while we could work with anyone, we didn’t love working with just anyone.

It was the mom entrepreneurs who lit us up. We knew their journey because we were walking a version of it ourselves—balancing dreams, deadlines, and nap schedules. We understood what they were building and why. And we wanted to help them get there.

The projects felt more collaborative, more energizing, and honestly, more fun. We found our groove, and it changed everything. Once we got clear on who we were really here to serve, our branding, messaging, and entire client experience shifted—and so did the quality of clients we began to attract.

That’s the power of knowing your ideal client.

Why It’s Worth Defining Your Ideal Client

It’s easy to fall into the trap of trying to appeal to everyone. But when you do that, your messaging ends up watered down, your design loses clarity, and your content doesn’t connect deeply with anyone.

When you focus on your ideal client, you create a better experience for them—and for yourself.

• For them: They feel like your services were made just for them. Your website speaks their language, your process feels seamless, and they trust you more quickly.

• For you: You’re working with people who value what you do, communicate well, and are excited to refer more clients just like them. Win-win.

Know Your Audience Before You Build

If you don’t know who you’re talking to, how can you build a brand that resonates?

That’s why identifying your ideal client is something we encourage before you invest in branding, a website, or any major marketing effort. Every decision—from your color palette to your homepage copy—should be made with that ideal client in mind.

Ask yourself:

• What problems are they trying to solve?

• What do they care about?

• What frustrates them?

• What kind of tone, visuals, and language will resonate?

When you know your audience, you stop guessing—and start connecting.

Attract the Right People (and More of Them)

When your branding is aligned with your ideal client, it acts like a magnet. It pulls the right people in, and just as importantly, gently filters out the wrong ones. This isn’t about being exclusive—it’s about being intentional. You want to build a community of clients and customers who are aligned with your values, your style, and your strengths. These are the people who’ll rave about you, refer you, and come back for more.

Not Sure If You’re Speaking to the Right People?

That’s exactly what our Branding services are for. But if you want to take the temperature of where you're currently at, we highly recommend our Website Audit and Review services. We can take a deep look at your website and give you honest, actionable feedback.

This isn’t just surface-level feedback—we’re looking at the bigger picture. Your website is just one piece of your brand, and our audit and review process is designed to tie into your larger business strategy. If you’re unsure who your audience is—or whether your current brand is attracting the right people—we’ll help you get clarity, and a path forward.

Book a Website Audit or Review with us, and let’s make sure your brand is aligned, intentional, and ready to grow.