How to Keep Your Business Relevant in an Evolving Market
WebTek is in its 25th year and in many ways is considered a technology company. Surviving 25 years is no small feat for any business, let alone in the tech industry – which is known to be one of the fastest evolving sectors! When we started, the internet was only in its infancy. Google, iPhones, and widescreen monitors didn’t even exist yet. The world of websites and digital marketing evolved tremendously over those 25 years.
In general, the business landscape changes fast – new technologies emerge, customer expectations shift, and fresh competitors enter the market daily. I’ve seen many upstarts and small companies come and go.
Whether you own a home services company, a retail shop, or a digital brand, staying relevant is crucial for long-term success. Are you feeling the pressures of being left behind as competitors adapt? The good news is, with intentional action and ongoing adaptation – you can maintain your business’s edge.
Here I outlined 10 tangible steps to keep your business relevant in today’s ever-evolving market:
- Stay Tuned to Industry Trends – Set aside time to read trade publications (print or digital), follow industry influencers on social media, and attend webinars, trade shows, or local networking events. For home services businesses, this might include staying up to date with new building codes, eco-friendly materials, or energy-efficient installation methods.
- Update Your Website & Google Business Profile – Your website is often the first impression customers get—make sure it’s modern, mobile-friendly, and easy to navigate. Update your service pages, highlight current promotions, and regularly post blogs or project galleries. For local businesses like roofers, landscapers, or painters, your Google Business Profile is just as important because many customers will land there even before your website for quick information like your address, hours and reviews. Keep it current with accurate info and fresh photos of recent work. Often times, these are the first places people go to learn about you garnering that first impression.
- Diversify or Evolve Your Service Offerings – Markets change—so should your services. If you’re a puppy breeder, consider adding puppy training resources, starter supply kits, or extended health guarantees. Listen to what your buyers are requesting and adapt accordingly. Also take note of how other breeders are differentiating themselves and marketing to new pet owners.
- Invest in Customer Experience – Great service never goes out of style. Streamline scheduling and communication through text alerts, online booking, or automated reminders. Train your team to be professional, polite, and proactive. Follow up after projects to request feedback and reviews. Businesses that consistently “wow” their customers tend to stay top-of-mind—and get more referrals organically.
- Harness the Power of Google Reviews & Referrals – Online reviews are GOLD. Encourage happy customers to leave reviews on Google. There are other platforms like Yelp, Facebook, or industry specific platforms… however Google is where it’s at. Offer referral rewards or discounts to past clients who send new business your way. For home services companies, word-of-mouth remains one of the most powerful marketing tools. Think of Google reviews as an online version of word-of-mouth.
- Embrace Digital Marketing (Even If You’re Old-School) – Digital ads, search engine optimization (SEO), email campaigns, and social media posts keep your brand in front of potential customers. SEO focuses on getting found in search engines like Google which is where 90% of searches originate. You don’t need to be on every platform, but be sure to be prominent on Google. Then focus on other platforms where your audience spends time. Home contractors often find success on Facebook, Instagram (with before-and-after photos), and YouTube (for how-to or walkthrough videos).
- Adapt Pricing Models or Promotions – If your market is sensitive to price, offer seasonal promotions, bundle services, or introduce tiered service packages. For example, a HVAC contractor might offer basic, standard, and premium maintenance plans. These give customers flexibility and help you stand out from the one-size-fits-all competitors.
- Network with Complementary Businesses – Collaborate with companies that serve a similar audience. If you’re a kitchen remodeler, partner with local cabinet makers, tile showrooms, or real estate agents. These partnerships can lead to cross-promotions, bundled services, or simple referrals that keep your name circulating.
- Train & Retain a Skilled Workforce – Your employees are your brand. Offer training in both technical skills and customer service. Provide incentives for performance and recognize top team members. In industries like roofing, landscaping, and general contracting—where labor shortages are common—keeping a reliable crew is a huge competitive edge. At WebTek, we have our own training programs for new employees. We teach our employees things they can’t learn in colleges. As a business leader, I’m sure you understand what I mean.
- Listen, Learn, and Act on Feedback – Create intentional ways to collect feedback—through surveys, online reviews, or casual conversations. Look for patterns in what customers praise or complain about, then adjust your processes. Companies that grow are often the ones that aren’t afraid to admit flaws and course-correct quickly.
Final Thoughts
Relevance isn’t a one-time achievement—it’s a continuous process. Staying relevant means listening to your customers, watching your competitors, and being willing to evolve. The market will keep changing—and if you’re ready to change with it, you’ll be in business for years to come.
By implementing these tangible strategies, hopefully you can keep your business relevant too in an evolving marketplace.
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