My whole thing has been teaching you that your brand is so much more than your colors and your logo — that it's something that will naturally develop, deepen, and evolve over time.
But what I just realized is that I've been treating my website — and honestly, the way I think about websites in general — as a "project" instead of something that, just like your brand, can and should deepen, evolve, and develop over time.
Here's what actually happened behind the scenes.
In all honesty — my website hasn't done any heavy lifting for me in a while. Looking back, there was probably a better way to do it. Not because the strategy work was wrong — every bit of the repositioning and offer development needed to happen. But the way I tackled the website piece specifically? That I'd change.
If I could go back a year or so — if I knew then what I know now — here's how I would have tackled my website instead of doing the whole damn thing right now.
I would have started with a real one-page site from the get-go. Not the half-assed “under construction” version I had for a while — but, one single page with dedicated sections for home, about, and services. I wish I'd taken the time to create what I currently have from the start. [Here's a quick walkthrough of how mine is structured →]
I would have stacked my launches and built sales pages along the way. What worked really well for me was a three-part progressive launch — my PWYW $5 Brand Color Kit → the 2D Design Masterclass → leading into the beta launch of Brand Brushstrokes. Each one built on the last and grew the audience for the next thing. Looking back, that was the moment to create a dedicated sales page for Brand Brushstrokes and then redesign my core pages. If you're pivoting your brand or offers, it can be really overwhelming to decide what that means for your site — what lives where. I would have relaunched and redesigned my website after nailing down and successfully launching one new offer, and then...
Rolled out individual offer pages one at a time. Instead of trying to build four sales pages at once (which is what I'm doing right now, and let me tell you — it's a lot), I would have rolled them out one at a time after each launch. Way less overwhelming. And I probably would have paid someone else to write the copy for those individual pages. This is actually one of the reasons I’m creating a standalone sales page option inside The Signature Site — because not everyone needs a full website redesign. Sometimes you just need one strategic sales page to support a new offer.
The biggest takeaway from all of this? If we can accept that if you are actively working in your business, you are going to have to update your website in some capacity — then it is never really "done." And if it's never really done, there's no reason to create so much pressure around getting it perfect right now. Editing your site, updating your copy, creating new pages — that's not a sign something is broken. It's evidence of your brand evolving.
I actually wrote a whole breakdown of how to think about your website platform, what actually matters when you're building (and what people obsess over that doesn't matter), and the real pros and cons of the platforms I build on after 21+ websites. I haven't published it publicly yet — sharing it early with just my subscribers via a Notion link.
→ [Read the full breakdown: Showit vs. Squarespace — an honest comparison from a designer who builds on both]
Stop thinking of your website as something to "finish."
Think about it — when's the last time you updated your website and it felt like a strategic decision instead of a panic move because something was outdated or embarrassing?
Most of us treat our websites the way I was treating mine — as a project with a deadline. Something to get done so we can check it off. But if your brand is evolving (and it should be), your website has to evolve with it. The question isn't "when will my site be done." It's "what's the next best move for where my brand is right now?"
That one shift takes so much pressure off — because you don't have to figure out the whole thing at once. You just need to know what's next.
Your website doesn't have to do everything on day one.
If your site has been sitting on the back bur
ner because the idea of building (or rebuilding) the whole thing feels overwhelming — that's the problem. You're thinking about it as one giant project instead of something you can roll out in phases.
It's okay to start small. Update the colors & fonts. Edit one page at a time. Or, if you really need to pretty much scrap everything you have, start with a one-page site that actually represents your brand. → [Here's how mine is set up right now.] Build a sales page when you launch a new offer — not four at once.
If you are pivoting your brand - and your website is going to need some TLC as a result, here’s where to start.
If you're DIYing and just need direction — grab my 2d Design Masterclass to make sure your visual foundation is solid, watch the one-page site walkthrough, and read the platform breakdown to make sure you're building on the right one for your business.
If you have a site but you're not sure what it actually needs—that's exactly what we figure out in a Studio Session. It's 60 minutes of me picking apart your website from the navigation bar to the footer, giving you honest (and kind) feedback on what's working, what's confusing visitors, and what to fix first. You walk away with a prioritized action plan and the reasoning behind every recommendation—so you're not just checking boxes, you're actually understanding your site better. Click here to book yours
If you're ready for someone to build the whole thing — The Signature Site is my custom website design process, strategy through launch. And I'm actually relaunching my own site soon with some launch bonuses you're going to want to know about. More on that Friday..
