Welcome back to episode 234 of The Brand It, Build It Podcast. I’m your host, Kelly Zugay, and today we’re diving into one of the most powerful tools you have as a small business owner: your website! We often say on our podcast, your website is more than a place to display your work. Your website is your most valuable opportunity to connect with your audience on a meaningful level — and convert your audience to confidently-paying customers or clients. Today, we’ll explore actionable ways to ensure that your website not only looks good — but also builds genuine connections that can lead to business growth and longevity.

And speaking of taking action, before we dive in, I want to share that With Grace and Gold’s 10-year business anniversary celebration is continuing through Thursday, October 17. We’re celebrating in 3 unique ways! First, we’re offering 10% off all Showit website templates, using code YAY. Second, we’re hosting giveaways at withgraceandgold.com/giveaway, where you can enter to win a Showit website template or a custom monogram design for your business! Third, we’ve announced the debut of an all-new service at With Grace and Gold — our Website in a Day Experience, through which you’ll come away with a customized, conversion-driven, SEO-ready website aligned with your brand, vision, and goals. Visit withgraceandgold.com for all of the details of our celebration — and more.

How to Create Connection Through Your Website

Let’s start by thinking about your website as a conversation. When someone lands on your website, it’s as if they’ve walked into your store or sat down for coffee with you. What do you want them to feel? What do you want them to understand about who you are and what you offer? A well-designed website does more than showcase your work—it welcomes visitors, makes them feel seen and understood, and guides them to take the next step. Let’s break down a few ways your website can foster that kind of connection:

1. User Experience is Key: Imagine walking into a physical store, and the layout is chaotic. There’s no clear path, and you can’t find the items you’re looking for. It’s can feel frustrating — and you might think about going somewhere else. The same applies to your website. When someone visits your site, the experience they have matters just as much as the visuals. A website that’s easy to navigate, intuitive, and functional builds trust immediately. No one wants to click around aimlessly or hunt for information. Think of user experience as the digital equivalent of good customer service—it’s what keeps visitors engaged and eager to explore more. For instance, when designing websites at With Grace and Gold, we prioritize easy navigation and clear pathways. Every link, button, and page serves a purpose, ensuring that visitors can find what they need without a second thought. If your website is a maze, it’s time to streamline. Consider simplifying your navigation, adding search functionality, or including prompts that guide visitors through your content effortlessly.
2. Visual Storytelling: Your website is your storybook, with each page revealing a chapter about who you are and what you stand for. Every element, from the colors you choose to the images you display, contributes to your brand’s narrative. But is your website telling the right story? When someone lands on your homepage, they should be able to sense your values, feel your mission, and understand your unique style. For example, if you’re a wedding photographer, your site could immediately convey feelings of love, elegance, and celebration. We often work with creative businesses that want to evoke an emotional response—whether that’s the excitement of planning a wedding, the joy of welcoming a new baby, or the comfort of designing a beautiful home. A visual experience that aligns with your brand’s message creates an unspoken connection. It’s like looking at a painting and feeling something even before you understand the story behind it. When revisiting your own website, ask yourself: Are my visuals aligned with the experience I want to create? Does the design reflect who I am today, or is it a snapshot of who I used to be and the goals I used to have? Don’t be afraid to refresh your site to ensure it communicates the message you want to send right now. Think of it as keeping your storefront window fresh and relevant for passersby.
3. Clear Call to Action: While visuals and storytelling set the stage, the real magic happens when visitors know what to do next. A strong call to action is like giving a visitor a nudge, saying, ‘Here’s what I can offer you, and here’s how you can get it.’ It could be booking a consultation, signing up for a newsletter, or purchasing a product—whatever it is, make it clear, compelling, and easy to find. One client of ours struggled with low conversion rates because visitors weren’t sure what step to take next. By adding clearer calls to action—such as ‘Book Your Free Consultation’ or ‘Explore Our Portfolio’—we saw an immediate increase in user engagement. It’s a simple yet powerful reminder that your website shouldn’t leave people guessing. Your website may feel intuitive and clear to you — likely because you are so familiar with it. But it’s your user’s experience that matters most. Always guide your visitors with clear steps, and don’t shy away from including multiple calls to action throughout your site.
4. Build Trust Through Authenticity: Beyond user experience and visual design, the content on your website plays a crucial role in creating meaningful connections. Share your story, your why, and your values. Authenticity goes a long way. When visitors feel that you’re being real with them, they’re more likely to trust you and, eventually, become loyal customers. Think about including a ‘Meet the Founder’ section, behind-the-scenes photos, or testimonials from past clients. One wedding photographer we worked with experienced incredible results when she shared about her family, their values, and the role her family has played in her photography business journey. It brought her services to life and created an instant connection with potential clients because they could see the heart behind her business.

Summed up, your website is more than just a digital space—it’s a powerful tool for meaningful connection. With a strategic approach to your website, you can for emotional connections, convert your visitors to paying customers or clients, and create a lasting legacy through your business.

Before we go, please remember to visit With Grace and Gold to join in our 10 year business anniversary celebration: We’re offering 10% off all Showit website templates, giving away Showit website templates and a custom monogram design, and celebration the debut of our all-new Website in a Day Experience. Thanks for tuning in!

Brand It, Build It Podcast, Hosted by Kelly Zugay

Hosted by Kelly Zugay, co-founder of With Grace and Gold, The Brand It, Build It Podcast is the best small business marketing podcast for small business owners, creatives, and founders. Weekly, brief, actionable episodes will equip you to build a successful, sustainable small business. Since 2014, With Grace and Gold has provided award-winning custom brand and Showit web design and completely customizable Showit website templates for small businesses worldwide.