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Keeping your record fresh: a quarterly review routine

By About This Business editorial team · Published · Updated

A paper wall calendar above a shelf with a potted plant and a watering can
AI-generated illustration — not documentary evidence

Short answer

Keep your Business DNA fresh by reviewing it every quarter and updating it the week anything changes. Check expiring evidence such as insurance, licences and accreditations, along with people, locations, services and official links. Changes go live when you update your live profile, facts that need evidence show "Pending check" until staff check them, and every profile shows its revision and published date, so freshness is visible to readers and AI assistants.

Key takeaways

  • Review every quarter, and update the week something changes.
  • Insurance, licences and accreditations expire, so renew the evidence when you renew the policy.
  • Keep your website and your Business DNA saying the same thing.
  • Visible dates tell readers and AI assistants which version of your facts is current.

Why does freshness matter?

Because readers and AI assistants judge a fact partly by how recent it is, and an out-of-date record undermines an accurate one. Every published profile shows a revision, a published date and dates on individual facts. This is step 7 of The owner's guide to building your Business DNA. For the principle, see Why every business fact needs a source and an "as of" date.

What should you update the week it happens?

Any change a customer would want to know about straight away.

  • A director or key person joins or leaves.
  • You renew or change insurance.
  • A licence or accreditation is renewed, added or ends.
  • You move premises or change where you operate.
  • You change your trading name, website or official links.

What's on the quarterly checklist?

Ten minutes, four times a year.

  1. Evidence end dates. Is anything due to expire in the next three months? Get renewed evidence ready.
  2. People. Are names and roles still right?
  3. Locations and service areas. Still accurate?
  4. Services. Anything new, or anything you've stopped offering?
  5. Official links. Do they all still work? Are they all HTTPS?
  6. Website match. Does your website say the same as your record? If not, fix whichever is wrong.
  7. Pending items. Can you fill any "Information pending" gaps with new evidence? See How to add evidence links that stand up.
  8. Register facts. Has anything changed at Companies House? See Companies House and your Business DNA.

What happens when you make a change?

It's saved in your private draft, goes live when you update your live profile, and the new version is dated. Edited facts that were authenticated need checking again. See How changes and corrections work.

Why keep your website and record in sync?

Because AI assistants compare sources, and conflicting versions lead to blended or hedged answers. When your site, your Business DNA and your other listings agree, an assistant has one clear story to tell. See When AI gets your business wrong: how to fix it.

Part of The owner's guide to building your Business DNA.

FAQ

How often should I review my Business DNA?

Every quarter is a good rhythm, plus an update the week anything important changes, such as a new director, a renewed policy or a move.

What happens if my insurance evidence expires?

The fact shows as Expired once its stated validity date passes. That isn't a finding that you're uninsured, but it prompts customers to ask, so add your renewed evidence promptly.

Do my changes go live immediately?

Not until you choose. Changes are saved in your private draft and go live when you update your live profile. Changed facts that need evidence show "Pending check" until staff check them.

Sources