How to Use the Slower Summer Months to Set Your Business Up for Success
Summer can be a quiet season for many small businesses, especially if you're in apparel, fitness, or personal care. Clients are on vacation, routines are off, and sales can dip. But a slower season doesn’t have to mean lost momentum, in fact, it’s the perfect opportunity to work on your business rather than in it.
Here are smart and productive ways you can use this time to your advantage.
1. Give Your Website a Refresh
When’s the last time you looked at your website through the eyes of a new customer? A slower period is the perfect chance to:
Update your homepage visuals
Revise your product descriptions
Optimize for mobile and speed
Make sure your SEO is in good shape
Check that links and contact forms are working
Even a few small changes can make a big impact on how professional and polished your brand looks online.
2. Plan Ahead for Busy Seasons
Back-to-School and Black Friday will be here before you know it. Use the extra breathing room in summer to:
Map out your Fall and Holiday promotions
Create campaign ideas and themes in advance
Plan your marketing calendar and content schedule
Get ahead on copywriting and graphics
A little strategy now can save you stress and scrambling later.
3. Invest in Better Visuals
Hire a photographer (or a content creator you trust) to capture updated, professional images of:
Your products or services
Your workspace or shop
Yourself and your team
These photos can be used across your website, social media, email marketing, and print materials. High-quality visuals build trust and elevate your brand.
4. Get Your Content Library Ready
Take advantage of the quieter pace to:
Batch-create social media posts
Film a few Reels or Stories
Write blog posts or email newsletters
Think of it like stocking the freezer. You'll be so glad you did when life gets busy again.
5. Do a Mini Brand Audit
Check in on the big picture:
Is your branding still aligned with your values and offerings?
Do your social profiles feel consistent and on-brand?
Are your services and prices up to date?
Are there customer reviews or testimonials you can highlight?
Summer is a great time to make subtle shifts that strengthen your business identity.
6. Revisit Your Customer Experience
Put yourself in your customer’s shoes. Is the buying or booking process smooth? Are there ways to improve response time, packaging, follow-up, or loyalty rewards?
A slower season gives you time to fine-tune the experience people have with your business.
7. Take a Breath and Recharge
This part is just as important. Use this time to rest, reflect, and reconnect with why you started your business in the first place. A well-rested business owner is a better strategist, marketer, and leader.
8. Upgrade Your Skills
Summer is also a great time to invest in yourself. Take a step back and think about a skill that could make your business stronger, more efficient, or more professional. Whether it’s something practical like learning how to do your own bookkeeping, or something creative like brushing up on product photography or learning to edit videos, there are tons of low-cost or free resources online to help.
Here are a few ideas:
Take an online bookkeeping or accounting class to better manage your finances
Watch YouTube tutorials on photography, video editing, or graphic design
Learn the basics of SEO or digital ads
Join a workshop or webinar relevant to your industry
These small upgrades in your skillset can save you money in the long run and give you more confidence in running your business.
The Bottom Line
You don’t have to twiddle your thumbs when business slows down. With a little intention, summer can become a season of growth — just not the loud, fast kind. It’s the behind-the-scenes, foundational work that sets you up for bigger wins later.