Use change as the trigger

A new offer, role, location or target audience can make an otherwise polished profile outdated. Review the introduction, proof, documents and main action together. Check whether the profile still represents the work you want to attract. Old achievements may remain true while no longer helping a buyer assess the current business. Decide what to retain, revise or move into an archive.

Inspect the complete journey

Open the page as a new visitor and follow its main routes. Check contact details, downloadable information and the response process behind enquiries. Ask a colleague to review claims that have changed. Keep a short record of the update and the next review trigger. A profile review is complete when the public experience and the operational reality agree, not merely when the colours or photograph have changed.

Imagine this

Hypothetical example

A hypothetical founder moves from freelance delivery to leading a team. The profile is updated to explain the team’s responsibilities, replace outdated individual capacity claims and route larger enquiries appropriately. The review changes the business story rather than only adding a new job title.

Make it practical.

Use this checklist as you read. Checks are not stored.

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