Why Your Website Should Speak to Just One Person — Not Everyone
When we build or refresh a website, there’s a very human tendency to want it to appeal to everyone. To keep all doors open. To not exclude anyone. After all, you’ve likely worked with a wide range of people over the years. You care deeply about helping — so shouldn’t your website be a welcoming place for all of them?
It’s a beautiful sentiment. But from a strategy perspective? That approach is doing you (and your future clients) a disservice.
Here’s why:
When You Speak to Everyone, You Connect with No One
Have you ever landed on a website and thought, “Hmm… I’m not sure if this is for me”? Or scrolled a homepage and felt nothing? That’s often the result of copy and design trying to be everything to everyone — broad, vague, and safe. And that kind of “everyone” messaging doesn’t stop the scroll. It doesn’t build trust. It doesn’t connect.
Now compare that to the moment you find a site where you feel instantly understood.
Where the words mirror your thoughts. Where the photos reflect your lifestyle. Where you can tell — without question — that this service was designed for someone just like you.
That’s the power of specificity. That’s what makes someone feel seen and safe to take the next step.
Your Ideal Client Needs to Feel That You “Get” Them
When we start your project, one of the first things I help you uncover is who your ideal client really is. Not just their age or profession, but their values, struggles, beliefs, and aspirations. This person becomes the anchor of your website’s messaging and flow.
Because once you know exactly who you’re talking to, your copy becomes clearer. Your imagery becomes more aligned. And the overall experience becomes more emotionally resonant — not just nice to look at, but genuinely magnetic.
You Can Still Attract Other People (and You Will)
Here’s the thing that might surprise you: just because your website is designed to speak to one “core person,” doesn’t mean you won’t attract others too.
Think of it like lighting a candle in a quiet room. That one, small flame draws people in more effectively than a flickering neon sign screaming into the void.
Specificity builds trust. And trust is what gets people over the line.
Real-Life Example (from a recent client)
A nutritionist I worked with was initially hesitant about narrowing down her ideal client. “I work with anyone who wants to eat better,” she said.
But as we dug deeper, we realised that she really loved supporting peri-menopausal women navigating hormonal changes. We rewrote her homepage to reflect this and adjusted her messaging to speak directly to that experience.
The result?
Not only did she start attracting more of her dream clients — but the inquiries that came through were far more aligned and easier to convert.
This Is How We Build Your Website
Every site I create starts with a brand strategy. We don’t begin with design — we begin with clarity. I want to know who you want to serve and how you want them to feel when they land on your site.
And from there, we shape every word, image, colour and layout around them.
Your website becomes more than a digital brochure — it becomes a mirror. A space where your ideal client sees themselves reflected and says, “This is exactly what I’ve been looking for.”
Ready to Build a Website That Connects?
If your current site feels a little too generic or a bit like you're trying to squeeze in too many voices at once, it might be time for a strategic refresh.
I’d love to guide you through the process of building a brand-aligned, emotionally resonant website that speaks to the people you love to serve — clearly and confidently.
