As the
year comes to a close, many businesses are busy closing deals, meeting revenue goals, and preparing for the first quarter. However, digital housekeeping is a key task that often gets missed. Taking time to tidy up your marketing now, much like clearing your inbox or organizing your desk, helps set you up for better results next year.
Before January 1 arrives, here are four essential areas every business should review to start the new year with even more clarity, efficiency, and momentum.
1. Website Audits: Is Your Site Still Working for You?
Your website is usually the first place potential customers interact with your brand. If your content is outdated or something isn’t working, you could be losing leads without realizing it.
A
year-end website audit should include:
- Checking for broken links, outdated pages, and slow load times
- Reviewing messaging to ensure it still reflects your offerings and value proposition
- Evaluating calls-to-action (CTAs) to confirm they align with current goals
- Ensuring forms, chatbots, and tracking tools are functioning properly
Even small changes, such as updating headlines or removing old content, can make your website easier to use and help boost conversions as you
head into the new year.
2. CRM Cleanup: Better Data, Better Decisions
Over time, your CRM can fill up with duplicate contacts, old records, missing information, and leads who are no longer interested. If you don’t clean this up, your reports may be inaccurate, and your automations might not work as well.
The end of the year is a great time to organize your data, remove or archive contacts who are no longer active, and update how you group your leads. Make sure your customer and lead records are up to date so your
sales and marketing teams have accurate information for the new year.
Having clean data helps you target the right people, get more accurate reports, and give customers a better experience, all without spending more money.
3. Automation Reviews: Fix What’s Running on Autopilot
Automations are powerful, but only when they’re current. Over time, workflows may become misaligned with your messaging, audience, or business priorities.
Take time to review:
- Email nurture sequences and drip campaigns
- Lead scoring rules and triggers
- Internal notifications and handoff processes
- Timing, frequency, and relevance of automated messages
Ask a simple question: If I entered this workflow today, would it still make sense?
Updating automations now prevents outdated or confusing experiences in the new year.
4. Performance Benchmarking: Know What “Good” Looks Like
Before setting new goals, you need a clear picture of where you stand. Year-end benchmarking provides a baseline for smarter planning.
- Key metrics to review include:
- Website traffic and conversion rates
- Email open and click-through rates
- Lead-to-customer conversion performance
- Campaign ROI and channel effectiveness
Documenting these benchmarks allows you to measure progress accurately and identify where to focus resources in the coming year.
Start the New Year Clean and Confident
Digital housekeeping isn’t glamorous, but it’s one of the most impactful things you can do before January 1. By auditing your website, cleaning your CRM, reviewing automations, and benchmarking performance, you create a stronger, more efficient marketing engine, ready to perform from day one.
A little cleanup now can unlock better results all year long. Before January 1, take the time to reset, and your marketing will thank you. Not sure where to begin? Let SMT help!
Schedule a free call with us today to see how we can help your marketing in 2026.