Welcome to Brand It, Build It Podcast — a podcast designed to help you grow your business with purpose and confidence through branding, web design, and strategy. I’m your host, Kelly Zugay — and today, we’re going to explore a surprising truth:

Your website shouldn’t be designed for you.

Let’s get started.

Why Designing Your Website Based on Personal Preference Doesn’t Work

One of the most common missteps we see — even among experienced business owners — is designing a website based on personal preferences rather than user experience.

That might look like:

• Choosing fonts or colors because you personally like them
• Using language that feels clever but doesn’t communicate clearly
• Prioritizing visual aesthetics over function

But your website isn’t just a reflection of your personal taste — it’s a strategic tool designed to guide your visitors toward taking action. When it’s built for you instead of them, it can unintentionally slow down or even stop your business growth.

What Your Website Is Really Meant to Do

Your website has a job to do — and that job is to convert. To move a visitor from curious to confident. From browsing to booking.

To do that effectively, your website needs to:

• Speak directly to your audience’s needs
• Be easy to navigate and take action on
• Align your brand visuals with your brand promise

It should feel less like a personal portfolio and more like a client-focused experience.

3 Common Signs You’ve Designed Your Website for Yourself

1. Unclear or overly clever website copy
   You may be using vague language that sounds elevated or artistic — but if your audience doesn’t immediately understand what you do and how you help, they won’t stay long enough to learn more.
2. Confusing or overly custom navigation
   Instead of straightforward menu items like “Services” or “Contact,” you might be using creative terms that sound unique — but require your audience to think too hard about where to click.
3. Aesthetic choices that don’t match your audience
   Maybe you love a minimalist or colorful style — but does your ideal client? If your visuals don’t align with the tone or experience you offer, you’re creating a disconnect between what’s promised and what’s actually delivered.

How to Design Your Website with Strategy in Mind

1. Start with your goals, not your style
   Before selecting fonts or layouts, get clear on what your website needs to do. Who is it speaking to? What do you want your visitor to do? What questions do they need answered right away?
2. Create a guided user experience
   Think about the flow of your website like a conversation. Your homepage should welcome visitors, quickly introduce your value, and guide them toward the next step — whether that’s viewing services, reading testimonials, or reaching out.
3. Ensure design and messaging align with your ideal client
   Everything from your color palette to your calls-to-action should reflect the experience your audience expects. Are you warm and approachable? Elevated and luxurious? Make sure your design mirrors that tone.

Why Designing for Your Audience Increases Conversions

Your website should be functional, focused, and built with your visitor’s mindset in mind. The more you guide them, support them, and communicate clearly, the more likely they are to take the next step.

Trying to impress your audience with complexity or trendiness doesn’t build trust. But thoughtful, strategic design? That does.

Final Takeaway: Who Is Your Website Really For?

Here’s the bottom line: your website isn’t for you — it’s for your audience. It’s there to serve them, support them, and guide them toward working with you.

So the next time you’re making design or copy decisions, ask yourself:
Is this for me… or is this for the person I want to serve?

If you’re ready to ensure your website is doing what it’s supposed to do — converting visitors into clients — we’d love to support you. Explore our Showit website templates or learn more about our Custom Brand and Web Design Experience at withgraceandgold.com! Thanks again for tuning in to Brand It, Build It Podcast. See you next time!

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.