Fiona is a seasoned professional with two decades of experience in the high-paced world of advertising and marketing. Her mission is to ensure entrepreneurs and small businesses are armed with the right marketing tools and strategies to effectively compete and succeed in today's digital age.
Your website should be your strongest marketing tool – attracting ideal clients, generating leads, and booking your services. It’s where you make a lasting first impression, showcasing what makes your business truly unique. Yet, many business owners find themselves second-guessing their sites, never quite reaching a genuine reflection of who they are.
For many, their website feels like an unfinished puzzle – misaligned, incomplete, or just not them. If you’ve ever looked at your site and thought, “Something’s not right,” you’re not alone. The good news? You can realign your website with your authentic self, creating a space that resonates deeply with your audience.
Let’s dive into seven easy-action steps to help you transform your website into a true reflection of your essence and get it working effectively for your business.
1. Choose colours that resonate, not just look pretty
Colours aren’t just about aesthetics—they evoke feelings, set the tone, and communicate your brand’s energy. Instead of picking a trendy palette, choose colours that feel right for your business. Tools like Coolors can help you experiment, but the goal is to find 3-5 colours that mirror your brand’s personality. Calm and soothing? Bold and dynamic? Let your colours tell that story.
2. Fonts say more than words
The fonts you choose say a lot about your brand. Instead of cluttering your site with too many typefaces, focus on two-three: one for easy readability for body copy and one or two that add personality to titles and headings. Are you a nurturing guide or a bold trailblazer? Let that shine through in your font choices. Google Fonts and Canva offer plenty of options, or for the more adventurous, explore Creative Market for inspo.
3. Images that connect, not just decorate
Images aren’t just there to fill space – they are the visual heartbeat of your website. Avoid basic stock photos, the kind you see everywhere, or blurry DIY images. Instead, use high-quality, free resources like Pexels or Unsplash or pay for a unique collection from Death to Stock to find images that align with your brand’s aesthetic. For an even more authentic touch, consider investing in a branding photoshoot. Real, engaging images of you help form deeper connections with your audience and will elevate your website and business to a whole new level.
4. Keep your copy real and relatable
Your website copy is your voice. Speak directly to your audience as though you’re having a genuine conversation. Avoid overcomplicating your message—what does your audience need to hear from you? Whether you’re quirky and fun, or professional and calm, your words should reflect your personality. Authenticity in writing is what builds lasting trust.
5. Simplicity is key to clarity
A cluttered website can confuse and overwhelm your visitors. Instead, focus on keeping things simple and to the point. Every element should have a purpose—whether it’s to inform, engage, or guide your audience – or to add beauty. Let your core message take centre stage, and use white space to allow it to breathe. Simplicity leads to clarity, which leads to better conversions.
6. Make your calls to action stand out
Your Calls to Action (CTAs) guide your visitors toward taking the next step, whether that’s booking a consultation, signing up for your newsletter, or making an inquiry. Make sure your CTAs are clear and easy to spot. Use strong action phrases like Book Now or Let’s Connect and ensure your buttons are bold and visible. Your visitors should feel confident about what to do next.
7. Make your ‘about’ page personal
Many business owners underestimate the power of their About Page. This is where you can truly connect with your dream clients. Don’t just talk about what you do—share why you do it. People want to know the heart behind the business. Sharing your personal journey, values, and purpose is what makes people want to work with you. However… this is not the place for your entire life story – everything you say should circle back to why you are the best choice for your dream client.
Why website authenticity matters
When your website reflects your true self, it creates a natural magnetism that draws in your ideal clients. You stop trying to appeal to everyone and instead speak directly to those who resonate with your brand. Authenticity is what builds trust and connection, and it’s a vital ingredient for sustainable business growth.
Your website is a living, evolving part of your brand. As you grow, your site should evolve with you. Regularly revisit it to ensure it still aligns with your vision and values and check in on your analytics to monitor performance – monthly is a good cadence. A website that grows with your business is one that continues to attract the right people at the right time.
Final thoughts
Creating an authentic website doesn’t need to be overwhelming. By focusing on key elements like colour, typography, imagery, and words, you can create a site that feels like a true reflection of you and your brand. And remember, you don’t have to go it alone.
If your website needs an authenticity boost, I’d love to help you create a space that connects with your audience and serves your business. Book a discovery call with me today, and let’s make some online magic together.
Fiona Turner, Web Designer & Online Business Mentor
Fiona is a seasoned professional with two decades of experience in the high-paced world of advertising and marketing. As a trusted leader, she has successfully spearheaded numerous global marketing campaigns, demonstrating her exceptional ability to deliver effective solutions to diverse global audiences. Fiona thrives in creative environments and her entrepreneurial spirit is a testimony to her innate ability to identify opportunities and turn them into successful ventures. Her mission is to ensure entrepreneurs and small businesses are armed with the right tools and strategies to effectively compete and succeed in today's digital age.
