The Unforeseen Challenges of a Long-Standing Business in the Wake of Economic Shifts
For over four decades, our business was a staple within our local community, built on trust, consistent service, and a reputation that spoke for itself. As the current owner of this heritage enterprise, I’ve experienced a range of emotions as recent developments have radically impacted our operations. Today, I want to share my journey, the challenges faced, and the lessons learned in hopes that it might resonate with others navigating similar waters.
A Reflection on the Past
Our business specialized in selling lumber, a trade my father-in-law nurtured through word of mouth until 2013. When I acquired the business in 2017, I rapidly established a Google Business Profile and launched a minimalist website comprising just three pages: Home, Completed Jobs, and Contact Us. During its prime, our growth was steady, and repeat customers, accounting for approximately 80%, kept us buoyant.
Over time, however, I noticed a gradual decline. The bulk of our clientele shifted from long-term repeat customers to semi-regulars, a change that initially seemed manageable. For a time, the influx of larger projects masked underlying issues, and I attributed the slowdown to normal industry ebbs and flows.
The Turning Point
Beginning around two years ago, I sensed a slowdown but remained cautiously optimistic, buoyed by the volume of major projects. That optimism persisted until July of this year, when suddenly, our email and call inquiries plummeted to virtually zero. The recent economic slowdown, rising inflation, and the August 2024 update to online algorithms seemed to have conspired to push our metrics off a cliff.
In retrospect, I realize that our local and national rankings—critical for visibility within my niche—may have slipped away entirely. Recognizing the gravity of this situation, I took steps to adapt, including hiring a professional web designer to overhaul our online presence. Our current goal is to create a comprehensive, purpose-driven website that clearly articulates our mission, services, and expertise.
Looking Ahead
While I openly acknowledge that some of our struggles may be self-inflicted—perhaps from complacency or underinvestment—the reality is that external factors have played a significant role. The expanded scope of our niche market was an attempt to compensate for declining volume, but it may not have been enough.
My hope now is that a strategic website, coupled with some dedicated effort, can help us regain lost ground. I