You built an agency you’re proud of. So why does your website still feature that glowing tribute to someone you wouldn’t recommend today, or explain services you stopped offering three years ago?

In this episode, Chip and Gini tackle the unsexy but critical task of auditing your agency’s website content. They share practical approaches for identifying what needs updating, what deserves deletion, and how to prioritize your efforts when you’re staring down hundreds (or thousands) of outdated pages.

The conversation covers everything from quick wins—like updating your homepage and key pages—to strategic decisions about high-traffic content that no longer serves your business. Gini shares her process for using tools like Screaming Frog to audit content systematically, while Chip emphasizes the importance of focusing on human users rather than chasing every algorithm change.

They also dive into the balance between refreshing old content and creating new material, with specific guidance on when each approach makes sense. The episode wraps with a reminder that consistency matters more than perfection—especially when AI is increasingly using your bio and content to determine whether to recommend you.

If your website is starting to feel like a liability rather than an asset, this episode offers a manageable roadmap to get it back on track without turning it into a year-long project. [read the transcript]

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