As creative entrepreneurs, we like to think business is always going to be busy. Unfortunately, no matter how good we are at what we do, that’s just not the reality. 

But, when you are experiencing slow Seasons in Business, focus on activities that strengthen your foundation: update your portfolio, learn new skills, create evergreen content, build passive income streams, and reconnect with past clients. These strategic investments during downtime prepare you for busier seasons ahead.

You may think of this slow period as a slump, but it's really an opportunity. A slow period could be your chance for strategic growth, a creative reset, and behind-the-scenes.

If you’re wondering what to do when business is slow, here are 9 ways to take advantage of your booking slump, stay productive, and use the slow period to your benefit.

1. Invest in Professional Development and Skill Expansion

Use downtime to learn skills you've been postponing. This isn't just about staying busy—it's about strategic skill acquisition that directly impacts your service offerings and rates.

Specific actions you can take:

• Enroll in specialized courses on platforms like Skillshare, Domestika, or CreativeLive
• Learn complementary skills (photographers learning video, designers learning UX)
• Master new software or tools relevant to your industry
• Obtain professional certifications that add credibility

New skills allow you to offer expanded services, charge premium rates, and attract different client segments. Document your learning journey on social media to create engaging content while building authority.

Pro Tip! Turn your challenge into a mini case study on your Showit blog. You’ll build your skills and your authority online!

2. Conduct a Complete Portfolio Refresh and Strategic Curation

Your portfolio is your most powerful sales tool. A slow season provides the perfect opportunity for strategic portfolio optimization.

Specific actions you can take:

• Remove projects older than 2 years unless they're exceptional
• Add recent work that reflects your current skill level and desired direction
• Reorganize projects to lead with your strongest, most relevant work
• Write detailed case studies for your top 3-5 projects
• Optimize all image alt text and descriptions for SEO

An updated portfolio increases conversion rates by showing relevant, high-quality work that attracts ideal clients. Case studies demonstrate your problem-solving process, justifying higher rates.

3. Execute Strategic Pro-Bono Projects for Portfolio Building

Selective pro-bono work isn't “working for free”, it's a strategic marketing investment when done correctly.

Specific actions to take:

• Partner with one nonprofit whose mission aligns with your values
• Choose projects that showcase skills you want to be hired for
• Set clear boundaries and project scopes even for free work
• Document the entire process for content creation
• Request testimonials and referrals upon completion

Pro-bono work provides portfolio pieces, testimonials, networking opportunities, and content for marketing. Nonprofit work often leads to corporate referrals from board members.

Pro Tip! Document the process of providing pro-bono work on your blog. This strategy is great for SEO and sharing social proof.

4. Audit and Optimize Your Business Operations Systems

Inefficient systems cost time and money during busy seasons. Use slow periods to build robust operational foundations.

Specific actions to take:

• Implement or upgrade your CRM system (HoneyBook, Dubsado, or Monday.com)
• Create email templates for common client communications
• Set up automated invoicing and payment reminders
• Develop standard operating procedures (SOPs) for repetitive tasks
• Organize digital files with consistent naming conventions
• Review and cut unnecessary subscription services

Streamlined systems reduce administrative time by 40-60%, allowing more focus on billable work when business picks up.

Businesses with documented systems report 23% higher profit margins.

Pro Tip! If you haven't already, add Google Analytics to your website to track your customer behavior and conversion rates. This can help you determine what’s bringing in revenue and what’s not.

5. Create Evergreen SEO-Optimized Blog Content

Build a content library that attracts clients year-round through search engines and establishes your expertise.

Specific topics that perform well:

• “How to prepare for [your service]” guides
• “What to expect when working with a [your profession]”
• Behind-the-scenes content showing your process
• Common mistakes clients make (and how to avoid them)
• Pricing guides and budget planning resources
• Frequently asked questions in your industry

SEO optimization checklist:

• Target long-tail keywords with 100-1000 monthly searches
• Include semantic keywords and related terms
• Write comprehensive posts (1,500+ words)
• Add relevant internal and external links
• Optimize meta descriptions and title tags
• Include FAQ sections for voice search optimization

Evergreen content generates organic traffic indefinitely, reducing reliance on paid advertising and social media algorithms.

Again, be sure to conduct keyword research to ensure your ideas match up with what your audience is actually searching for.

6. Develop High-Value Lead Magnets and Email Funnels

A lead magnet is a lead generation strategy for creatives that is a popular way to grow your email list and stay in touch with an audience you know is interested.

High-converting lead magnet ideas:

• Preparation checklists for your service
• Budget calculators or pricing guides
• Template packages or starter kits
• Mini-courses delivered via email
• Resource lists and vendor guides
• Style guides or inspiration lookbooks

Email funnel components:

• Welcome sequence (5-7 emails)
• Educational content establishing expertise
• Social proof through case studies
• Soft pitch for services
• Regular nurture emails maintaining engagement

Email marketing has an average ROI of $42 for every $1 spent, making it the most profitable marketing channel for service businesses.

Pro Tip! Integrations like Flodesk, ConvertKit, and BDOW! let you add a pop-up or in-line email capture to your website. These tools give you a seamless connection between your website visitors and the emails you send them later.

7. Execute a Strategic Website Redesign or Optimization

Your website is your 24/7 salesperson. Optimize it for both user experience and search engines during slow periods.

Critical updates to make:

• Improve page load speed (aim for under 3 seconds)
• Ensure mobile responsiveness across all devices
• Clarify your value proposition on the homepage
• Add clear calls-to-action on every page
• Implement schema markup for better search visibility
• Install heat mapping tools to understand user behavior
• A/B test different layouts and messaging

Many creatives find they can DIY their website updates, but a customizable template can make website redesign for creatives simple, fast, and reliably effective.

Pro Tip! Try a new premium Showit template, or work with a designer one-on-one. Whether you’re looking for a partial or full refresh, our community of Showit design partners is here to help! If you are a designer, you've probably got this one covered.

8. Reconnect with Past Clients for Repeat Business and Referrals

Your past client database is an underutilized goldmine for generating immediate revenue and referrals.

Systematic outreach approach:

• Segment clients by project type and value
• Send personalized check-in emails (not mass broadcasts)
• Share relevant updates about new services or skills
• Offer exclusive “past client” incentives
• Request testimonials and online reviews
• Ask for specific referrals with incentives

Templates that work:

• “It's been [timeframe] since [project]—how's it performing?”
• “I just learned [new skill] and thought of your business”
• “I have capacity for [specific service] this quarter”

Past clients are 60-70% more likely to hire you again versus 5-20% for new prospects.

Pro Tip! Ask those past clients for a testimonial you can post to your website. This lets potential customers know what you expect (and will likely help with a conversion or twelve).

9. Build Passive Income Streams

Create digital products that generate revenue without active time investment, providing financial stability during future slow periods.

Profitable digital products for creatives:

• Design templates (Canva, Adobe, Figma)
• Educational courses and workshops
• Stock photography or illustrations
• Presets and filters
• Digital planners and workbooks
• Contract and proposal templates
• Social media template packages

Platform options:

• Gumroad or Sellfy for simple digital sales
• Teachable or Thinkific for courses
• Creative Market for design assets
• Etsy for broader consumer products

Passive income provides financial cushioning and can eventually exceed service income, allowing more selective client choices.

If you’re still looking for passive income ideas for creatives, consider repurposing old content. For example, if you have a free tutorial that has served you well, you can format it as a mini-course and sell it in your online shop.

Pro Tip! You can easily create a shop on your Showit website, thanks to our many third-party integrations (like Shopify Starter, WooCommerce, and more). We even offer some amazing pre-built store templates in our design market.

FAQs Around Slow Seasons in Business

1. How long do slow seasons typically last for creative businesses?

Slow seasons typically last 2-4 months, often occurring in January-February (post-holiday) and July-August (summer vacations). However, this varies significantly by industry and location.

2. Should I lower my prices during slow seasons?

Generally, no. Lowering prices can devalue your services and attract price-sensitive clients who may not be ideal fits. Instead, consider offering payment plans or bundled services at your regular rates.

3. How can I prevent slow seasons in the future?

While you can't eliminate slow seasons entirely, you can minimize their impact by diversifying your service offerings, building recurring revenue streams, serving clients in different industries with varying busy seasons, and maintaining consistent marketing year-round.

4. What's the biggest mistake creatives make during slow seasons?

The biggest mistake is panic marketing—desperately posting on social media or drastically cutting prices. This appears unprofessional and attracts the wrong clients. Strategic planning and consistent action yield better results.

5. How do I stay motivated during slow periods?

Set specific goals for each strategy, track progress weekly, connect with other creatives for accountability, celebrate small wins, and remember that slow seasons are temporary and normal.

6. Your Slow Season Action Plan

Slow seasons aren't obstacles—they're opportunities for strategic growth that busy periods don't allow. The work you invest now in systems, skills, and marketing creates compound returns when business picks up.

Start with these three priorities:

1. Choose 3 strategies from this guide that align with your immediate needs
2. Set specific, measurable goals for each (e.g., “publish 4 blog posts” not “blog more”)
3. Schedule dedicated time blocks for implementation

Remember: Every successful creative business experiences slow seasons. What separates thriving businesses from struggling ones is how they use this time. The seeds you plant during slow seasons become the harvest you reap when business returns.

Now’s the Time to Plant Seeds for Your Future Success

Booking slumps don’t have to feel defeating. In fact, they’re fertile ground for growth. 

The work you put in during this time could set you up with a stronger business overall. Take an opportunity to align your brand, optimize your systems, and show up with confidence when the busy season returns.

And remember, if you’re ever looking for ideas on how to improve your website, boost your marketing efforts, or do more to improve your creative business presence online, the Showit blog is a resource you want to check out. 

(In fact, maybe this is our best recommendation of all. If business is slow, take advantage of the extra time and do a deep dive into the Showit content. You’ll gain a lot of business savvy that you can apply once work picks back up!)