Hey hey,

You know that feeling when you’ve been working hard on new ideas for your website, but then stumble across that five-year-old treasure chest of pages and blogs just sitting there, doing nothing?

This week is about rounding up that rusty (or rusting) content and putting it to some good use.

Because I’ve got news for you: you don’t always need a big idea or a new shiny platform.

Sometimes, the best content moves are the small tweaks and “lazy” (read: efficient) moves.

9 Quick Wins You Probably Overlooked

Some of the easiest web content improvements are the ones you skip because they seem too basic. But these punch above their weight:

1. Revisit high-traffic but low-conversion pages 👉 If a blog post is pulling in visitors but not getting conversions, place a clear (read: big and visible) call-to-action or a relevant internal link. Small nudge, better results.

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2. Write a 'How we work' or 'What to expect' page 👉 Stop explaining your process over and over in emails to your clients. One simple page does the heavy lifting and builds trust.

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3. Rewrite titles matching search behavior 👉 'Why Our Services Matter' becomes 'How We Help Local Businesses Get Found Online.' Specificity = more clicks.

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4. Add a 'Start Here' page to guide new visitors 👉 Not everyone has time to scroll through your blog archive or guess what service to click next. A 'Start Here' page curates your content and orient users quickly. Think of it as your content concierge.

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5. Turn testimonials into full stories 👉 That 2-line review? Ask for a follow-up, write a short post on their journey, and share it. It's way more engaging than a wall of stars.

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6. Fix internal links and formatting 👉 Connect related pages with internal links. Break up long paragraphs. Add sub-headings. These tweaks make content easier to scan and improve SEO.

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7. Add a “Resources Mentioned” section to long posts 👉 Don’t make people hunt for that tool or article you casually linked in paragraph six.

Listing all resources at the end helps both SEO and your reader.

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8. Remove deadweight content 👉 If after all tweaks you still find some old posts aren’t worth updating, prune them. This action cleans up your site and makes your best stuff more visible.

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9. Test your top pages on mobile 👉 If it's hard to read on your phone, it's hurting you. Make the text readable, the layout skimmable, and the CTA buttons clickable.

Now for the truth: these aren’t glamorous tasks.

But they’re fast and if you knock out even 2–3 of these, you’ll likely see a lift in traffic and maybe even a few new leads — without writing a single, new blog post.

JUST FOR YOU:

Snackable Insights

>>> Need to refresh posts that don’t align with your current content strategy? Read here when you should be doing it and when it is a lost cause.

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>>> Content decay affects your posts as much as old content does. Find out how quickly your content is decaying and how to fix it.

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>>> Repurposing content for social media can become challenging if you are not adapting to the platforms. Learn how to use AI to do this.

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>>> Learn from the pros of content: Buffer repurposes content and they are smooth!

Repurposing is about viewing your content beyond the 'done' point...

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You've seen many posts about “repurposing” content. Often these also lay out steps like it’s a strategy. But I think it’s more of a mindset about valuing what you've already done.

And from a small business perspective, it can be super cost-effective.

I’ve noticed the moment I stopped viewing older content as “done,” I started getting more creative with it.

I’ll turn an old blog post section into a social media post. A social media post into a newsletter bit. And sometimes, all it takes is a better title, a little rewrite or a cleaner layout to give something a whole new life.

Sometimes, the smartest move isn’t to create — it’s to curate what’s already working.

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