Do you feel like your service-based business is lost and invisible in a sea of competitors? Ooof… That’s no fun!
If you’ve been constantly looking at your competitors’ sites and then tweaking yours – looking for that elusive thing that will make it stand out – the problem might not be what you think.
If you’re overwhelmed by all the details, and you just wish you knew what to focus on… take a deep breath.
I’ve got you!
In this post, I’m going to cover:
- How a well-crafted website can have dream clients reaching for their credit cards before they even talk to you.
- Four strategies for a website that stands out (including specific changes you can take that actually work to get you more clients)
- Why it’s always possible for you to stand out, even if you’re feeling unsure.
- Next steps for you if you’re tired of feeling invisible online.
It’s disheartening to feel forgettable... especially when you're working so hard to grow your business.
If you’re anything like me, you’ve probably spent more hours than you care to admit scrolling through your competitors’ websites. Sure… sometimes it’s inspiring. But I’m guessing that most of the time it only leaves you feeling more discouraged, wondering why their websites are so enticing, so polished, and so engaging. (And why yours is still uninspiring.)
This can lead you to stay up late into the night tweaking your website. You squander precious hours endlessly adjusting colors, shuffling sections around, rephrasing headings, or swapping out photos – hoping to capture some of the magic you see on other websites. But all that tinkering rarely gets you the results you dream of.
Instead, you may end up second-guessing yourself and your brand – and maybe even your offers. This self-doubt can creep into other parts of your business, too. It can make you hesitant to launch something new. And when you don’t feel confident about your website, you might start avoiding basic marketing tasks, like sending emails, networking, or even talking about your business. Naturally, this all leads to feeling even more invisible.
At the risk of stating the obvious (duh!)… this whole cycle is holding you back from getting new clients. (Hey, you’re not alone… this happens to most people in their first few years in business.)
The good news is, there’s a way out of this cycle.
With an intentional approach to branding and a website that actually showcases your particular magic (more on that later!), you can finally start to shine online.
A website that reflects who you are, down to the smallest detail, changes everything. You’ll no longer feel the need to constantly tweak it. And you’ll find yourself naturally sharing what you do with genuine excitement and confidence! And instead of feeling like you need to keep up with the competition, you’ll be the one inspiring others!
Ready for a plot twist?
When your website truly reflects you, it won’t look or sound like “those other websites.” It will be equally inspiring – but it will also stand out from others in your industry because it’s distinctive. (Spoiler alert… that also means some people won’t like it!)
Your website will become a powerful magnet for the kinds of clients who are genuinely excited to work with you. Dream clients will start reaching out…
… even total strangers.
How a well-crafted website can close the sale before the discovery call even happens.
This exact thing happened in my own business a few weeks ago when I got on a call with a new lead whom I’d never met.
On our call, she commented on how beautiful my website was, and how she wanted one like that too. (Ding!) She mentioned feeling like I was inside her head while reading it. (Ding! Ding!) And after a few minutes, she expressed delight that my “vibe” in person matched the impression she had from my website. (Ding! Ding! Ding!)
In other words – this prospect had already decided she wanted to work with me before booking the call. All that was left to talk about was dates and project scope. 
So how did I create a website with that kind of impact? By using a few very specific strategies when creating the site. Incorporating these into your own website will transform your online image and make you stand out to those dreamy ideal clients.
Website Strategy #1 – Pick one core offer
Avoid trying to sell all the things to all the people.* This may seem counterintuitive if your goal is to get more clients! But confused buyers don’t buy.
I always structure my clients’ websites around one – or maybe two – specific offers rather than an array of scattered services. This avoids confusing and overwhelming prospective clients with too many choices. When you show your site visitors exactly what you do – and how it’s right for them – it becomes much easier for them to say ‘yes’ to working with you.
*(In the early stages of your business there’s no shame in selling everything to everyone. It’s a great way to get paid to practice, while also discovering your future focus.)
As a web designer, here are some questions I use with my clients to hone in on a distinctive, memorable offer. Take a quiet moment to journal around these questions:
- Who are you truly excited about working with?
What kind of people are they? What values do you share? What do they most want? If you’re thinking, “But I like working with all kinds of people!” That’s ok… you’re always free to make exceptions and work with any client you want. But for the sake of your marketing, identify who would be a perfect fit.
- How can I help the most (that you also love to do)?
You could also design your core offer around a specific problem that you know your clients have. Make sure it’s something that you truly enjoy and are also particularly good at. (Think about things that you can do easily, but others find hard.) You can either offer it as a stand-alone service – or make it the centerpiece of a larger package.
- How do you want to structure your offer?
There are many ways to price and deliver a service – a unique offer structure can also make you stand out in your industry. (My DesignDays are surprising and exciting to local business owners who haven’t seen this model before.) Consider the pros and cons of various options, such as a package that provides a holistic solution; a retainer service with regular ongoing support; or a tight container like workshops or VIP days.TIME-SAVING TIP: Use simple, repeatable invoicing & booking systems and connect them to your website to make purchasing smooth and easy for your clients.
The best part? Beyond the obvious appeal to clients, a distinctive offer, helps you become known for something specific and unforgettable. You become the obvious and trusted “go-to” person for that service. Hello, referrals!
Website Strategy #2 – Client-focused content
To motivate readers to work with you, your content should center your client rather than you. I see sooooo many small businesses make this mistake – filling the crucial opening section of their website with a bullet list of services and modalities; or a Wikipedia-style history of their company, or a lengthy bio.
It’s an honest mistake … you simply weren’t sure what else to say.
Unfortunately, this kind of intro is incredibly boring to your reader – and doesn’t make them feel like you care. Instead, get inside your client’s head by focusing on their feelings, needs and desires.
Try some of these ideas that I have my website clients use:
- Speak to their feelings and needs: Start by diving into how your clients are feeling right now – describe their frustrations and the problem they’re facing, as though you were a fly on the wall.
- Embrace empathy: Build trust by reflecting their struggles back – showing that you understand their experience. (Maybe you’ve even been there yourself.)
- Tempt them with possibilities: Paint a picture of their life or business after working with you. Try using vivid words so readers can both visualize and feel what’s possible for them.
- Use “you” language: Talk directly to your clients by using “you” statements. (Notice how I’m doing that throughout this blog post?) This helps potential clients feel like you’re speaking directly to their unique situation.
- Highlight client success stories: Testimonials or case studies that focus on clients’ experiences and outcomes are powerful. Weave them throughout your website.
Website Strategy #3 – Own your magic
As a service provider working directly with each of your clients, YOU are the heart and soul of your brand. And there’s literally no one else just like you. Leaning into your natural way of being makes your online presence feel authentic and human.
To identify this one-of-a-kind combination of genius and vibe – which I call your “magic”! – consider these four areas:
- Your skills and strengths – Look beyond what you do… and consider how you do it and the particular experience you create for your clients. Are particularly good at empathy? Or synthesizing multiple ideas? Or creating calm and order out of chaos?
- Your experiences – Your experiences play a huge role in shaping what makes you unique. Both official credentials and struggles you’ve overcome can inspire trust. And personal experiences (like extensive travel or raising a family) add richness to your approach.
- Your personality or vibe – What energy do you bring to your work? Are you warm and nurturing; or bold and energetic? Is your style approachable and casual, or crisp and business-like? When writing, use the words you’d use when talking to someone in real life.
- Your interests or passions – Your interests and passions can add depth to your brand, create a feeling of kinship, and make you unforgettable. (For example, when networking, I often share that I also sing opera(!) … which makes me instantly more interesting and memorable, which is especially helpful when three other web designers are in the room.)
When you fully lean into your magic, it’s transformative. There’s nothing like having a business filled with clients you genuinely love – and who will become your raving fans!
Not sure where to start? – I notice that the juiciest information on many the websites of many service providers is often hidden away on the “about me” page. If you already have a website, this section can be a good place to start looking for treasure.
Website Strategy #4 – Quality Design
Now for the 🍒 the cherry on top! Once you’re clear on your offer, message, and vibe, it’s time to design. A truly great website is meticulously crafted and intentionally designed to visitors an immediate impression of who you are.
- Avoid copying trends. Ever notice how all the Instagram accounts in certain industries look alike? It’s like middle school all over again! (Not a great way to stand out, right?) Instead of repeating what’s popular, choose colors, fonts, and imagery that express who you are.
- Harness color psychology to create a color palette that reflects your vibe, and carefully curate photography to amplify it.
- Employ design best practices. To create balance and order, professional designers utilize techniques such as clear hierarchy, contrast in scale and color, and strategic use of white space.
- Include clear calls to action (CTAs). Make sure readers know exactly what next step to take next.
- Optimize designs for desktop, tablet, and mobile. The best website tools allow for full customizing. Some proprietary platforms (like Wix and Squarespace) currently fall short.
- Include clear calls to action (CTAs). Make sure readers know exactly what next step to take next.
As a professional web and brand designer, this 👆 is what I do for clients every day.
Using the insights we uncovered about their unique magic – plus my knowledge of color psychology – I create a perfectly curated brand color palette that reflects their specific energy and the experience they provide for their clients.
Each website captures my client’s magic. Each page is designed to lead her visitors on a seamless journey – from that first “wow” impression, through growing trust, to a clear next step toward working with her. And of course… my practiced designer’s eye obsesses over nuances of typography and spacing (and those pesky mobile/tablet issues) until every detail is perfect.
Congrats. 🥂You now understand the key elements to creating a distinctive and unforgettable online presence. But… some of you (less quick to toot your own horn) might be thinking…
“But... what if there isn’t anything particularly magical about me?”
Oh, my sweet friend, you’re not alone in that feeling!
Let me give you an example.
One day last winter, I was on a Zoom call with Sue, sharing what I had discovered about her. I described her role in the world as a sage, an understated (but deeply wise) woman who brings the fruits of knowledge to others. Sue’s pretty humble, so even though she nodded and agreed with me, she also looked a bit stunned as she heard me describe her true power, magic – and felt the responsibility to fully step into that role. Dang! (Sometimes I adore my job.)
I see it over and over again when I work with clients in my Brand Strategy Intensives. Sometimes, it’s just hard to recognize your own brilliance. It’s often what comes so naturally to you… that you don’t really think it’s a big deal. (But the rest of us do!)
Here are a few ways to enlist others to help shift your perspective:
- Talk to a few trusted friends and colleagues. While you might not see what’s amazing about you, it’s usually beyond obvious to people who know you well!
- Ask some of your favorite clients to describe why they chose you, or what they loved about working with you.
- Work with a coach or brand strategist. (Hint: consider a Brand Strategy Intensive.)
Now you're ready to create a website shines!
You are motivated to create a website that stands out online – even when numerous people offer similar services. Better yet, you’d love people to remember and refer you.
(And you’re sooooo over the endless scrolling and tweaking.)
You have learned the framework to create a website and brand that shines – building it around one core offer, focusing your message on your client’s feelings and needs, leaning into your magic, and building a visual brand that captures the real you.
Before you go… if you’re fully committed to making that a reality (and you just want it done already) – I have a perfect next step for you:
Let’s chat about that shiny new website you envision!
(No pushy sales tactics here
eeewww….)