Prati Kalani-Kaufman is an expert in small business marketing and human energy dynamics. She is the founder of SmallBiz Marketing, dedicated to making marketing stress-free for small business owners, and co-owns a kennel with her husband. As the host of the Small Business Marketing podcast, Prati helps entrepreneurs grow their brands authentically.
In my 20+ years of marketing, I’ve seen countless small business owners make the same costly mistake, one that drains their budget and leaves them frustrated.
They invest in a beautiful, expensive website, expecting it to bring in customers and drive sales. But weeks pass. Then months. And nothing happens.
There was no surge in traffic. There is no steady stream of inquiries. Just a polished website sitting there, waiting for visitors that never come.
Here’s the truth: A website alone won’t grow your business.
It doesn’t matter how stunning it looks or how much money you’ve poured into it. If no one knows it exists, it won’t bring results. And yet, so many small business owners put all their focus (and budget) into building the “perfect” website without first doing what actually matters.
What you need to do first as business owners
Before spending thousands on a website, two things are far more important:
1. Understand your audience inside out
Your website isn’t for you it’s for your customers. If you don’t deeply understand what they need, struggle with, or desire, your website won’t connect with them. Ask yourself:
Who is my ideal customer?
What are their biggest challenges?
How does my product or service solve their problem?
A website that speaks directly to these questions will always perform better than one that just looks good.
2. Build a strategy to get in front of them
Even the best website won’t bring in sales if people don’t know it exists. That’s why you need a way to consistently reach your audience. That could be through:
Social media (LinkedIn, Instagram, Twitter, wherever your audience is)
Email marketing (Building and nurturing a list)
Content marketing (Blog posts, videos, podcasts)
SEO (So people find you when searching online)
Paid ads (If you have the budget)
Collaborations (Getting in front of new audiences)
When you have a system for bringing people to your business, your website becomes a tool for conversion, not just an expensive digital placeholder.
When a website actually makes sense
Once you have an engaged audience and a way to drive traffic, then it makes sense to invest in a website. But not just any website that:
Clearly speaks to your audience’s needs.
Shows how your product or service helps them.
Guides visitors toward taking action (buying, booking, signing up). A website should work for you and not just sit there looking pretty.
The bottom line
If you’re just starting out, don’t fall into the trap of thinking a great-looking website will automatically bring customers.
Instead, focus on building your audience first.
Ask yourself:
Do I deeply understand my audience?
Do I have a clear way to reach them?
Will my website guide visitors toward action, not just exist?
If you can answer “yes” to these, then it’s time to build a website that actually works.
Otherwise, focus on getting in front of your audience first because visibility beats aesthetics every time.
Follow me on Instagram, LinkedIn for more content on human energy and marketing or listen to my podcast series on strategic marketing in full alignment with your highest potential so you can experience real freedom in your life and business.
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Prati Kaufman, Entrepreneur, Marketing and Human Energy Expert
Prati is a leading Global Marketing and Human Energy Expert with 20+ years of marketing experience and a lifetime of tuning into her inner wisdom.
She combines her marketing experience with one-of-a-kind human energy assessment to help small business owners get in front of the right audience with laser-focused, integrated marketing.
