Mirror, Mirror

It feels like busy work to me.

Reorganizing project photos. Rewriting descriptions of work I did years ago. Optimizing for SEO. Why is updating a website so tedious? There’s always something more urgent, or at least more distracting, to be done. Stone to move. Estimates to send. A walk. A nap. Anything but hours in front of the laptop.

But working on my website, when I finally sit down and do the work,  almost always brings new clarity.

When you're making choices about what you want to put out into the world, you gain a lot of clarity on where you've been, where you are, and where you want to go.

I spent a rainy day going through old project photos. Walls I'd forgotten about. Fire pits that I loved at the time. Patios that I don’t build any more. Work that still makes me proud and work that makes me think, "why did I show that?"

What kind of clients and projects are you trying to attract? The work you leave out says as much about this as the work you include. What you choose to highlight reveals what you value. What you bury on page three of a gallery reveals what you've outgrown. The projects you can't wait to add reveal where you're heading.

It's not just marketing. It's a mirror.