What to do when business is slow (even if you’re doing everything right)
Lately, I've been feeling like I’m doing all the right things and yet… nothing. It’s quiet. Too quiet. And endlessly refreshing my inbox is not working.
I shared openly about this on Instagram late last week and the response was overwhelming. So many fellow small business owners said they were struggling too. From sales in freefall and studio leases being cancelled, to taking on outside work and struggles with mental and physical health, it’s tough out there at the moment.
So I wanted to write this post — part pep talk, part practical help, part hug — for anyone who’s in that same boat right now. You're not alone.
Grab yourself a nice hot drink and let’s dive in…
If you’re feeling overwhelmed, hopeless, or generally anxious about the future, please know that you’re not alone.
Remember, it’s not just you
We small business folks are pretty resilient, and we like to stay optimistic, which means we might sometimes not show how hard things are behind the scenes (because no one wants to hear about that, right?).
So if you’re feeling overwhelmed, hopeless, or generally anxious about the future, please know that you’re not alone. While it might not look like it, there are so many businesses struggling right now, but in the spirit of staying positive, they aren’t talking about it publicly.
Repeat after me: You’re not a failure
The economy shifts. Client budgets pause. And sometimes, despite your best efforts, things still feel stuck. That doesn’t mean your work isn’t good or that your marketing isn’t working, and it definitely doesn't mean that you’re a failure. A slow season doesn’t define your worth or the value of what you’re creating.
Take tiny steps
Mindset plays a huge part in how we get through hard seasons — not in a “just be positive” kind of way, but in gently shifting our focus to what we can do, instead of what we can’t.
Yes, it’s natural to feel worried and it’s okay to feel overwhelmed, cry a few tears, or take a day under the duvet. But when you're ready, it can really help to channel that worried energy into something more positive or practical. Sometimes it’s the tiniest step that brings the most momentum.
Gentle, productive things you can do
If you’ve got a quiet day or week and want to do something (anything!) that feels like progress, here are a few low-pressure ideas to start with:
Organise your desktop or inbox — The things we put off when we’re busy are often the things that brings a sense of calm when things are quiet.
Revisit your website copy and old blog posts — Fresh eyes and small tweaks can make a big difference, and can bring valuable SEO wins in the longer term.
Create new evergreen content — Blog posts and free downloads can help you position yourself as an expert in your field, and help with those online algorithms.
Check in with past clients — A thank you note or quick email are simple ways to reconnect (and gently remind them you're still around).
Contact past clients for testimonials — Another great excuse to check in, and valuable social proof for potential clients.
Revisit your service brochure, price guide or email templates — All of the little documents that could quietly do more for you.
Review your workflow — Improving and streamlining your process can make life easier for you and your clients.
Learn something new — A new skill or certification might spark ideas for what’s next or attract more business.
Build an image library — Take photos for your social posts or blog that’ll help in the busier times to come.
Brainstorm new ideas — You don’t have to act on them right away. Just explore.
You don’t have to do them all. You don’t even have to finish them. This is about small steps that help you feel more in control, and maybe even spark a new idea or direction.
It might feel vulnerable to admit things are hard, but often it opens the door to real conversations and unexpected support.
Reach out for support
My one regret about sharing my struggles on Instagram? Not doing it sooner.
The small business community can be such a supportive space when you let people in. And chances are, you're not the only one feeling this way. It might feel vulnerable to admit things are hard, but often it opens the door to real conversations and unexpected support.
Reach out to other business owners you trust. Join a co-working session, a business group, or even just have a virtual coffee with someone who gets it. Pop along to a local meet-up if that feels like your thing. Even a DM or a simple “how are things with you?” can spark a really honest exchange.
You don’t have to carry the weight of this season alone.
When money feels tight, it’s okay to shift gears
For some people, a slow spell might be a chance to work on the business, reset, and prepare for busier seasons.
But if you’re worried about paying bills or covering essentials right now, please know that you are not failing by looking for other ways to bring in income. Sometimes, keeping your business afloat means temporarily stepping back to focus on stability and survival.
If you're in that place, this is your gentle reminder: there’s no shame in doing what you need to do. That might look like:
Taking on freelance or part-time work for a while
Launching a small side offer to bring in quicker income
Promoting a service or product you don’t usually talk about
Reaching out to past clients to ask if they need anything right now
These things don’t mean you’re giving up on your dream. You’re adapting. You’re allowed to do what’s right for you, even if it looks different from what others are doing. Your business isn’t defined by one slow season, or even by the fact that you needed a temporary plan B.
Above all, be gentle with yourself
When things are uncertain, it’s easy to slip into fight-or-flight mode — checking your inbox obsessively, pushing harder, overthinking everything. But those survival instincts, while understandable, don’t always help us make the best decisions.
So here’s your permission to slow down, breathe, and be kind to yourself.
This is a season, not a failure. You’re allowed to have slow periods and they don’t define your worth or the value of your work.
Set kind boundaries — with your time, your energy, your social feeds — so you don’t burn out trying to hustle your way out of a hard patch.
Give yourself moments of rest. You’ll think more clearly and act more wisely from a calm place.
You don’t need to have it all figured out. You just need to take care of yourself enough to keep going.
Keep showing up, keep experimenting, and most importantly, be kind to yourself.
This season will pass
Remember, slow seasons don’t last forever. Your business and your worth aren’t defined by today’s bookings and sales. Keep showing up, keep experimenting, and most importantly, be kind to yourself. You are not alone — many have been here, and many will be again. And from this quiet time, you will grow.
If this resonated, please feel free to share it with someone who might need it too — or let me know how things are going for you. My inbox is always open.
