Most six-figure, mission-driven business owners I work with are deeply committed to their work. They serve their clients well, they’re growing their impact, and they’re constantly refining what they do.
But when it comes to their websites? Many of them are stuck in “set it and forget it” mode. Their site exists, but it’s not doing much beyond listing services and contact information.
And I get it! When you’re focused on running your business, your website can feel like just another thing on your to-do list.
But here’s the truth: your website isn’t just an online brochure. It should be a strategic tool that actively guides visitors toward meaningful action.
The Brochure Mindset vs. The Tool Mindset
A website with a brochure mindset says, “Here’s who I am and what I do. Call me if you’re interested.”
A website with a tool mindset says, “I understand your challenges, and I’ve designed this entire experience to help you find the solution you’re looking for—while making it clear how I can help you get there.”
Strategy matters. A website founded on whims, feelings, and trends will almost certainly fall short. Your website needs to be built with intention, discernment, and a clear understanding of how your visitors think and what they need.
Three Signs Your Website Is Just a Brochure
- It lacks clear pathways for different visitors. Not everyone who lands on your site is at the same stage in their journey. Some are just learning about their problem, while others are ready to hire someone like you. Does your site provide clear next steps for each?
- It talks about you more than your customer. Your “About” page should absolutely share your story, but the rest of your site should focus on your customer’s journey and how you fit into it.
- It doesn’t have strategic calls-to-action. Each page should guide visitors toward a specific next step that deepens their relationship with you.
Transforming Your Website Into a Powerful Tool
Back to the present reality: most websites aren’t working as hard as they could be. Here’s how to transform yours:
1. Map Your Customer’s Journey
Your website should meet people where they are. For example, if you’re a consultant, some visitors might be:
- Just realizing they have a problem
- Researching different approaches to solving their problem
- Comparing service providers
- Ready to hire someone right now
Each of these visitors needs different information and different next steps. Your website should provide clear pathways for all of them. Donald Miller’s StoryBrand framework shows that when your website messaging is clear and focused, visitors quickly understand what you offer and why it matters—making it easier for them to take the next step.
2. Design With Purpose
Every element on your website should serve a purpose—from the colors that evoke the right emotions to the placement of buttons that guide the eye exactly where you want it to go.
A pretty website means nothing without strategy. Make sure your design choices are intentional and aligned with your business goals.
3. Focus on Connection, Not Just Information
Did you know your brand isn’t actually about you? It’s about how you serve and are perceived by your customers. Your website should create an immersive experience that helps visitors feel understood and excited about working with you.
Use storytelling throughout your site to help visitors see themselves in your journey and your solutions.
A strategic website should reflect the quality of your business. When done right, it guides visitors seamlessly from curiosity to action. See how I help mission-driven brands build websites that work for them.
Aligning Your Website with Your Mission
Your website is a business tool, but it’s also part of the way you serve.
If you’ve been gifted with skills and expertise that make a real difference in people’s lives, then your website should reflect that. It should be an extension of the work you’re already doing, helping the right people find you, trust you, and take the next step toward working with you.
Picture your online presence as a bridge connecting your gifts with the people who need them most. That authentic alignment? It’s far more magnetic than any polished perfection could ever be.
Maybe you started with a DIY website that worked in the beginning, but now your business has grown, and it feels outdated. Maybe you’ve relied on referrals and word-of-mouth, but you’re starting to realize that if someone lands on your site today, they might not immediately see the value you bring.
If your website isn’t doing its job, that’s not a failure—it’s an opportunity. And you love opportunities! How do I know? Because that’s probably why you started your business in the first place.
How to Take Action Right Now
Take a few minutes today to step into the mindset of a potential client visiting your site for the first time. Ask yourself:
• Is it immediately clear what I do and who I help?
• Does my site guide visitors toward action, or does it leave them with too many unanswered questions?
• Does my online presence match the caliber of work I actually provide?
If your website isn’t reflecting the business you’ve built, it might be time for a change. Because a website that works as hard as you do? That’s what makes real growth happen.
If you aren’t sure your website is pulling its weight or you want a strategic professional to tackle this for you, let’s chat. I can help you turn your website into your very best sales person, directing your potential customers to the best solution for them and helping them see why the solution you offer the clear choice.
