What is a core message? It is that one thing you want your audience to remember about you. It is the thread that ties your brand together. A strong core message creates connection, provides clarity, and builds trust. And it should probably change every now and then. It will grow as your business or your website grows as well.

 At Progress Planner, our core message has not stayed the same. We started out saying we were about fighting procrastination in website maintenance. Over time, that evolved into something broader and, I believe, more powerful: making real progress on your website.

Why did we change the core message?

At first, procrastination seemed like the obvious angle. I had discovered, sometimes the hard way, that I procrastinated on certain things, especially my own website. Progress Planner was born as a tool to help me (and others like me) tackle that problem.

But here’s the tricky part: procrastination is often something you don’t see in yourself. If you’re aware of it, you’re already halfway to solving it. Many people who could benefit from Progress Planner didn’t identify as procrastinators at all. They didn’t wake up thinking, I need to fight my procrastination today.

What they did want, however, was clear: a better website. More visitors. More conversions. A stronger online presence. And that’s what Progress Planner really helps people achieve. Step by step, task by task.

How do you improve a core message?

Changing a core message is not something you do overnight. It requires asking uncomfortable questions:

• Why did I start this business in the first place?
  
• Is that still the reason today?
  
• Does my audience see it that way?
  
• And most importantly: what’s in it for them?
  

Your answer should be as short and sharp as possible. Something you can put in a tagline, repeat in your content, and make recognizable everywhere. Check out more about how to create and recreate a kickass core message in this post.)

How did we do it at Progress Planner?

For me personally, the hardest part was admitting that I was wrong. I was so attached to the idea of “fighting procrastination” because it felt deeply personal. It tied into my own journey, including my ADHD diagnosis and my struggles with finishing what I started. That language spoke to me.

But the reality was, it didn’t speak to most of our users. For many, the word “procrastination” was too vague, too far removed from what they were actually trying to achieve. What people wanted wasn’t to fight a bad habit. What they wanted was to build and maintain a better website!

Once I acknowledged that, things became clearer. Progress Planner isn’t about labeling people as procrastinators. It’s about giving them the tools and motivation to move forward. To keep improving their websites, even when life gets busy.

The pivot

Shifting our core message had a ripple effect. Suddenly, we had a sharper lens for everything we did.

• Content: Instead of writing only about productivity or procrastination, we started writing more about website maintenance, optimization, and growth.
  
• Product: We thought about how our features could truly support progress, helping people not just check boxes but actually move their site forward.
  
• Audience: We got clearer about who Progress Planner is for: people who care about their website and want to keep it improving over time.
  

This pivot has been energizing. It gave us permission to rethink old ideas and sparked new ones.

Conclusion

Looking back, I’m glad we started with “fighting procrastination.” It reflected where I was at the time, and it helped shape the first version of Progress Planner. But I’m even more glad we had the courage to change it. Because at the end of the day, Progress Planner isn’t just about overcoming hesitation. It’s about celebrating movement, growth, and progress.

Websites aren’t finished products. They’re living things. They need care, attention, and the occasional nudge forward. Our mission now is simple: to help you make real progress on your website, one step at a time.

And honestly? That feels like the message we should have had all along.