Building a website nowadays is easier than ever. You need ten minutes, one prompt you copied from that marketing advisor, and you can feel like your business is serious now. You have a website after all.
But the days of needing a team of designers and developers are long gone, and not just because of vibe-coding. There are so many drag-and-drop website builders with pre-made templates that, let’s be honest, if you can use Canva, you can probably make a website.
And don’t get me wrong, I’m all for it being easier. But as a web designer, I also see the same problems over and over.
The one I want to focus on here is that when everyone creates a website with the same tool and the same prompt, the personality is gone. Yes, you have a website, but it looks exactly the same as hundreds of other websites in your industry. It won’t stay in anyone’s mind for longer than a few seconds.
The power of personal branding
Living in the world of web design, social media marketing, and brands building their presence online, I noticed one thing: people don’t always buy from you because you have the best offer, the most experience, or the lowest prices.
They buy from you because your “controversial” opinion changed the way they look at your industry. Because your writing style told them that you’re a real person who sure is knowledgeable, but also funny, empathetic, and chill. Because they can look at your posts online and know it’s yours within two seconds.
They buy from you because when they realize at 11 PM that they need an accountant, a nutritionist, or a hair stylist, it’s you they remember.
Because you stood out from tons of other businesses in your industry.
Ironically, the easier it is to have a website, the more difficult it is to have one that works for your business.
To buy from you, people need to trust you
And that’s why having a personalized website (and brand in general) matters. Especially when you provide digital services. Think about it: when someone sees your page made by AI, with stock photos and generic statements, how are they supposed to trust you with their money? Will you actually provide them anything that they couldn’t ask Claude about?
With that being said, let’s dive into a few tips to make sure your website actually feels like you, stands out, and makes people trust you.
1. Choose your branding foundations and stick to them
If you’re a person who, like me, spends a lot of time online, you’re probably overwhelmed with tips like “Top 5 color combinations that everyone uses right now” and “Those fonts are going viral this month.”
And I know it’s hard to not fall for it sometimes. You see everyone using that chunky, rounded font and butter yellow, and you actually think it looks great, so you’re like, “Hey, maybe I could use it for my brand as well.”
Been there, done that, please don’t.
Choose your fonts, colors, visual identity, and stick to it.
Ignore what’s trending, because trends change now faster than ever, and you’re building a brand that you want to stay there for a looooong time.
Build that recognition, so people can see your website and know it’s yours without looking at the name and logo.
2. Write your own texts
That’s probably one of the biggest mistakes I see people make, and also one of my core principles as a web designer: I will advise my clients on what to write, what the length should be, what to avoid, but I will never write their copy for them.
It’s your brand, and it should sound like you. Not your designer, not your social media manager, not ChatGPT.
Don’t be afraid to joke, use slang, and emojis. You can be professional, knowledgeable, and experienced while still being a real person. So write as you talk. Read your texts out loud, and if it sounds like something you’d never say, drop it.
And don’t chase perfectionism. I think we all noticed that being perfect online is often perceived as fake. There’s a French saying that I always try to remember: better is the enemy of good.
3. Forget about the stock photos
If they’re the generic images of objects/scenery that you use for background, fine. But for the love of God, I’m begging you, don’t use photos of people you’ve never met and places that have nothing to do with your business.
People can see that. And they ask themselves, “Is it a real person? Or maybe they’re just trying to scam me?”
You don’t need to hire a photographer. I completely understand that new businesses don’t have the budget for that. But a good photo taken with your phone camera will always work better than the one you found in a free image library.
Show your face, at least on the about page. When people can see the person behind the business, they’re more likely to trust it.
4. Accept that you’re not for everyone
I see a lot of fresh entrepreneurs playing it as safe as possible. Nothing that could be perceived as too bold, too original, too brave. Because maybe someone won’t like it and won’t work with you.
Well, yes. That’s the point.
Not everyone likes you as a person, and the same way, not everyone will think your business is for them. But that’s really not your goal. Your goal is to make the specific group of people think, “Wow, this is 100% who I want to work with.”
I’m not saying you should reinvent the wheel. But be bold, be original, be brave. That’s the best marketing strategy.
Ironically, the easier it is to have a website, the more difficult it is to have one that works for your business. So if there’s one thing I want you to keep in mind when working on yours, let it be that:
You’re a human being making a website that will be viewed by other human beings. As cliché as it sounds, don’t be afraid to be yourself. With your style, opinions, and flaws: all the things that make you you.
