I love the What Went Wrong conversations because they remind me that even when things look like they’re working, there’s usually a crack or two hiding under the surface.

In this episode, we dig into one of those uncomfortable moments every business owner faces. Growth slows, the numbers get fuzzy, and suddenly the team you built so carefully starts to feel… expensive.

I sat down with Matt Levenhagen, founder of Unified Web Design and host of the Builder Podcast, to talk about what happens when you hold on just a little too long.

Here’s what really stuck with me:

• Hope is not a hiring strategy Matt kept his team based on where revenue had been, not where it actually was. When projects stalled, he filled time with “busy work” instead of facing the numbers. That gap between reality and optimism gets expensive fast.

• The warning signs are usually obvious, we just ignore them Delayed projects, slow client responses, and scrambling to keep people busy. Those were all signals. The lesson? If you’re getting creative just to justify payroll, it’s time to pause and reassess.

• Flexibility beats the “perfect team” Matt realized he didn’t need a full bench all the time. Now he’s building a more flexible structure with a mix of core team members tied to revenue and others brought in as needed. It’s not about loyalty, it’s about sustainability.

• Invest in sales before you need it This one hit home. When things were good, he didn’t push marketing or sales hard enough. By the time revenue slowed, it was too late to quickly replace that pipeline.

Yes, you want to invest in growth. But when the business shifts, you have to shift with it. Because holding on too long doesn’t just cost money. It costs momentum.

When I moved from Texas to Indiana one of the things I loved best was the color of the seasons. Spring brings bright pastels which morph into the rich greens of summer. Then comes fall with the bring oranges, yellows and a few shades of brown.

The only exception is winter filled with dreary colorless days which seem bland bland when compared to the vibrancy of colors throughout the rest of the year. I think that is why I appreciate evergreen trees and the bright spot of colors they bring all year long. Just as these wonderful trees bring consistent color to my yard, evergreen content brings spots of color to a marketing calendar.

What is Evergreen Content?

Evergreen content, unlike seasonal content or breaking news, this information is always relevant to your readers.

Frequently asked questions, simple how-to blog posts, or product reviews make great evergreen content. These posts can be researched and written well in advance and be ready whenever you need some fresh content

Start with the questions customers ask

Look in your email folder for those long answers you have already written. This is a great starting point for a blog post. If one customer has the question, others will as well. And these posts tend to index well on Google, as prospective customers search for answers.

Include Key Words

Brainstorm a list of keywords you want to rank for. Use a keyword tool such as Google Trends or Google Search Console to find alternatives and ideas.

Look for niche words and phrases. which will have a better shot at rising to the top because there will be less competition

Quality over Quantity

If you want your post to stand the test of time, you can’t just slap up a 500 word article and call it a day. If you do, another article will come along pretty quickly and knock you down.

Take extra time when you write evergreen content. Research the topic, add unique examples, and your perspective. Create an article which isn’t just another “5 Ways to Do This….”.

Update Your Evergreen Content

I know, I said this would be the kind of blog post that would stand the test of time, it wouldn’t age and it would live on forever.

All of that is true, but if it is a great traffic draw for your website, go back occasionally and add new content, a different image, and maybe a new CTA to keep it fresh.