You’ve built a good business. You’ve got a waitlist. You’re getting great results. But… your website? Feels like an outdated business card from 2019.
I literally just saw a post on Threads from someone who deactivated her site because she didn’t realize people were still finding it—because she’s so active on social and email. Not what I’d recommend.
So, in today’s episode, I’m talking specifically to those of you who’ve been in this industry for 5 years, 10 years. And if you’re not that far in business, you can still listen and learn from this. But those of us who have been in the business longer, we’ve probably worked with 100 of clients by now. But for some reason, so many business owners are still just trying to build that authority post by post, DM by DM, like you’re like you’re just starting out.
I have heard all the justifications over the years. My referrals come from word-of-mouth. I’m too busy serving clients to worry about my website. My business is successful without a website. And sure, yes, you are making it work.
But here’s what nobody has told you yet: while you’re maintaining your success through maybe sheer force of will, you are leaving a lot of opportunities on the table by ignoring your website. Because when someone Googles you after hearing about your work, when a potential partner considers collaborating with you and they’re trying to kind of vet you, when a conference organizer is looking for a next speaker or panel person to join, they’re landing on a website that makes you look like just another coach, not the leader that you actually are.
Your website might be undermining your authority
So first, let’s talk about what your brand is visually communicating about your expertise. This isn’t about having a pretty website. This is about having a platform that positions you for the opportunities you actually want. Maybe that’s book deals, speaking engagements, high-ticket programs, strategic partnerships with brands. But right now, your visual brand is positioning you for $97 programs like you’re in your 1st year of business.
But you’ve got team members. You’re turning down more clients than you’re accepting. You’re being invited to speak on stages and summits and podcasts, but your website is still telling the story of who you were when you were first hustling for those first 10 clients.
This isn’t just about aesthetics. This isn’t about changing fonts. This is about showing authority.
When someone’s considering investing 4 or 5 figures to work with you, they’re not just buying your expertise, they’re buying into the entire experience of working with a leader. And right now, that experience starts with a website that’s underselling everything you’ve built. And you know what’s wild? I see people who will invest 20,000 in a business coach, 20,000 in a mastermind, 10,000 for a month of ads, but they’re still using the same brand and website that they had when they were charging $100 an hour.
You’ve grown—but has your brand?
When you’re playing at this level, your visual brand isn’t just about looking professional, it’s about looking like the authority that you actually are. It’s about creating a presence that matches the caliber of service you provide and the expertise that you have. Think about it: when is the last time your brand got the same level of thought as your group program development? When’s the last time your website evolved as much as your methodology has or your podcast or your social media strategy?
Because if you’re still running the same brand you had when you were charging half of your current rates, we need to talk about what that’s really costing you. I see a lot of professionals settling for quote unquote good enough because their business is already successful and I get it because if it’s already working like why would you need to spend more time or money on a website?
But you didn’t build a 6 figure or 7 figure business by settling for good enough. That’s why you kept learning about social media. That’s why you kept trying new strategies. That’s why you’ve hired other experts to help with your strategy, with your group program, with the tech, whatever it is.
Elevate your brand messaging, not just your visuals
Your messaging should reflect the depth of your expertise, but unfortunately, many professionals fall into the trap of using generic language that doesn’t communicate the value they offer. Whether you’re a dietitian, coach, or consultant, your messaging needs to be as unique and specialized as your methodology.
Take a moment to think about how you interact with your clients. You have a clear, confident approach to explaining complex concepts, and your case studies and results speak for themselves. Now, imagine someone visiting your website. If your messaging is full of buzzwords like “transformation” or “wellness,” they may wonder if you really stand out in your field.
At your level, your messaging should:
- Clearly explain your distinct methodology
- Highlight the results you’ve achieved
- Communicate your authority in a confident, non-generic way
When you position yourself as an industry leader, your website should reflect that same level of expertise. It shouldn’t sound like every other professional in your niche. Instead, your messaging should focus on what makes you different, why your results speak for themselves, and why clients are willing to wait to work with you. This is a crucial component of branding to reflect expertise.
The cost of neglecting website structure
It’s not just about the visuals or the messaging – your website’s structure plays a huge role in how potential clients perceive your expertise. A disorganized website structure can diminish your credibility, even if you’re a top-tier professional in your field.
Imagine a potential client visiting your site. They’re considering investing a significant amount of money to work with you, but instead of a clear path to understanding your methodology, your website feels chaotic. Perhaps your thought leadership content is buried deep in your blog, or your media features are hidden at the bottom of the homepage. These are red flags for someone who’s looking for a polished, professional experience.
A website’s structure should be designed with purpose. It should guide visitors seamlessly toward the information that establishes your expertise. Everything from your portfolio to your case studies to your media features should be easily accessible and strategically placed to elevate your authority.
Branding and website mistakes that hurt your expertise
Let’s talk about some common branding mistakes that can undermine your expertise:
- Lifestyle vs. Professional Branding: Your brand should reflect the level of professionalism you bring to your work. If your website feels more like a lifestyle blog than a platform for a serious business, it may send the wrong message to potential clients.
- The “Everyone’s Welcome” Syndrome: Many professionals try to appeal to everyone, fearing they’ll lose clients if they niche down. However, being known as a specialist rather than a generalist can actually attract more high-quality clients who are ready to pay for your expertise.
- Neglected Platforms: It’s easy to let your website and digital presence stagnate, especially when you’re busy with clients. But an outdated website with old photos, blog posts from years ago, and irrelevant social proof can give the impression that your business has stalled. Your website should evolve alongside your business.
If you’re serious about aligning your brand with your expertise, here are three steps you need to take:
- Conduct a Brand Audit: This involves a strategic analysis of how your brand is currently positioning you. Is it helping you secure high-value opportunities? Or is it underselling your expertise?
- Work with a Professional: Just as you didn’t build your business by being a jack of all trades, you shouldn’t try to DIY your brand. Work with professionals who understand how to position your expertise in the marketplace.
- Keep Your Brand Current: Your expertise evolves, and so should your brand. Set up a system for regularly updating your website, messaging, and visuals to reflect your business’s growth.
Final thoughts: your expertise deserves better
Your brand isn’t just a reflection of your business – it’s a strategic tool that positions you for your next level of success. A brand that accurately represents your expertise can help you secure higher-value clients, more speaking opportunities, and strategic partnerships.
If you’ve outgrown your current brand, it’s time to make changes. You’ve worked hard to build your expertise – now make sure your brand matches it.
By aligning your visual identity, messaging, and website structure with the level of service and expertise you provide, you’ll be setting yourself up for greater impact and growth. Don’t let your brand hold you back from your next big opportunity.
