By Kristie Parker
When new clients come to us, they’re usually focused on the visuals: a logo, some photos, maybe a color palette they liked on Pinterest.
But once we get into the process, something else becomes clear. They’re not just missing a website. They’re missing the message, the direction, and the structure that makes that website work.
Maybe put this in a small quote box: Here’s the truth no one tells you before you start a website project: website design exposes the gaps in your business.
The places where you’ve been winging it. The foggy messaging. The client process that’s still kind of wishy-washy and often figured out on the fly, no clarity on your target audience because you don’t want to alienate anyone.
It happens.
In fact, it’s one of the biggest benefits of working with a designer. But if you want your website to attract customers, there are a few things you should absolutely get clear on first.
A vague list of services isn’t enough. Your website should make it crystal clear how you help your clients — and why they should care. That doesn’t mean inventing a flashy “unique selling proposition.” It means showing people what it’s like to work with you and what kind of results they can expect.
Let’s say you offer a high-trust service, like photography, bookkeeping, wedding planning, home renovation, or coaching. These aren’t impulse buys. They’re personal. They require trust, clarity, and confidence.
They’re not just looking for skills. They’re looking for proof in the form of clear timelines, transparent pricing, case studies, testimonials, and straightforward language that sounds like you.
And they want to feel something when they land on your site. That their life or business will be better because they worked with you. That you get them.
👉 If you’re not sure how to explain the value of what you do, look at what your best clients say in their reviews. That language is gold because it reflects what actually matters to your audience.
You don’t have to serve everyone. In fact, when you try to be for everyone, you end up being for no one. You need to know who you work best with. Check out how these successful business owners nailed it.
Instead of: I’m a lawyer.
Tyler Chou is: a lawyer who protects YouTube content creators while helping them build seven figure businesses.
Instead of: We make ads.
Biddyco says: We make performance-focused ad creative for Meta/TikTok (UGC, animation, statics, video etc.) Our best fit clients are spending $30k+/month already and need more fuel for their campaigns.
That’s what clarity looks like.
People don’t want to guess what happens next.
A clear, step-by-step overview of what it’s like to work with you builds trust.
It shows that you’re organized, experienced, and ready to lead them through the process, not just throw something together.
You don’t need to write a novel. Just enough to show there’s a plan, and you’ve done this before.
Pro tip: Write this from their point of view. “You’ll start by filling out a quick form. Then we’ll hop on a 20-minute call to make sure we’re a good fit…” That kind of thing.
The goal: Make people feel like they’re in good hands.
Not every website has the same job.
Some need to bring in a steady stream of leads. Others are more about establishing credibility, showing off your best work, or helping people self-select before they reach out.
Before you start writing or designing anything, ask yourself:
What’s the main thing you want your website to do?
Once you know your top priority, build your content around it.
Your homepage, calls-to-action, images, and FAQs should all work together to support that goal.
Trying to do everything equally usually means nothing stands out.
Your website shouldn’t sound like it was written by a robot.
It should sound like you, the real person (or team) behind the business.
Your tone, approach, and overall vibe make a powerful first impression. And the right people will recognize themselves in it.
Are you casual and funny? Polished and precise? Calm and encouraging?
There’s no “right” answer. Be true to your brand and what your ideal clients are drawn to.
This personality should come through in your copy, images, layout, and even things like button text and headings.
You know those phrases you repeat all the time on sales calls, in your proposals, in DMs?
Write. Them. Down.
That’s the language your clients actually understand and connect with.
It’s probably clearer, more honest, and more persuasive than anything you could invent from scratch.
Clarity doesn’t just attract the right people, it filters out the wrong ones. And that’s a win for everyone.
You’re not being rude. You’re being real. When you’re clear about what you stand for (and what you don’t), the right people feel seen. And the wrong ones move on. Perfect.
This kind of honesty builds instant trust and sets you up for better-fit clients, smoother projects, and fewer headaches.
You don’t have to figure this all out on your own. That’s the whole point of working with someone who gets it.
We ask better questions, organize your ideas, and turn that vision in your head into a website that finally matches who you are and where you’re going.
If you’re ready to stop pinballing through your day and start making more intentional decisions about how your business shows up online, we’d love to help you build a site that actually works for you.
Kristie is the co-owner of Bungalow Web Design. She pretends to be a real adult by writing copy for small business websites from her actual bungalow in Tampa, Florida. When she's not web designing, you can find her in the gym, air frying something, or tucking into a Joyce Carol Oates novel with a dirty martini and orange cat nearby.
Kristie is the co-owner of Bungalow Web Design. She pretends to be a real adult by writing copy for small business websites from her actual bungalow in Tampa, Florida. When she's not web designing, you can find her in the gym, air frying something, or tucking into a Joyce Carol Oates novel with a dirty martini and orange cat nearby.
