Off-Season Action Plan

1. 01

   Week 1 to 2

   Rest. You Earned It. Seriously.

   • Actually unplug, no checking reviews obsessively. You cannot build well from an empty tank. Rest is strategy.
   • Do a quick mental debrief, what felt right? What felt hard? Capture impressions while they're fresh.

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2. 02

   Week 3 to 4

   Review Audit & Friction Analysis

   • Read every review from the season in one sitting. Patterns emerge when you read them all together.
   • Identify your top 3 friction points with a fix plan for each. Three focused fixes beat a dozen half-measures.
   • Review your conversion numbers from the season. Where did people drop off?
   • Pull your repetitive questions log, tally the top 10. These become your FAQ page and content calendar.
   • Send a post-season survey to your email list. Off-season customers give more detailed, honest feedback.
   • Document season highlights and lessons in a debrief doc. This becomes next year's pre-season roadmap. Memory lies.

3. 03

   Month 2

   Website Updates & Messaging Refresh

   • Update website copy using your customers' exact words. Their language is more persuasive than anything you'd write.
   • Test your entire booking flow on mobile, start to finish.
   • Check and update all hours, pricing, and availability info.
   • Build or update your FAQ page from the questions log. Every question answered publicly removes a booking barrier.
   • Update photos with real images from this past season.
   • Add new testimonials collected during the season.

4. 04

   Month 3

   Google Business Profile Optimization

   • Update your GBP with current season dates and hours.
   • Answer any unanswered Q&A on your GBP listing.
   • Check that your NAP (name, address, phone) matches your website exactly.
   • Add fresh photos from the season to your GBP listing. Listings with recent photos get 42% more direction requests.
   • Review and update your GBP business description using language from your strongest reviews.
   • Claim and update TripAdvisor, Yelp, and directory listings.

5. 05

   Month 4

   Pre-Season Content & Email List Build

   • Create content from your top 10 repetitive questions, answer them publicly in blogs, social, and video.
   • Plan your pre-season social content calendar (6 weeks out).
   • Set up or refresh your post-visit email automation.
   • Build or grow your email list with an off-season incentive.
   • Send an early-bird email to last season's customers. Past customers convert at 5 to 7x the rate of cold traffic.
   • Brief your team or contractors on this season's changes.

6. 06

   Before Opening Day

   Final Readiness Check

   • Full mobile test, walk through your site like a tourist.
   • All contact forms are live and routing to the right inbox.
   • Feedback capture system is active and ready, start collecting from day one.
   • Complete booking flow test, all the way through to confirmation.
   • Google Business Profile hours are set to the current season.
   • You have your repetitive questions doc open and ready to log.

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