6 Non-Negotiables for New Businesses DIYing Their Branding and Website

DIY Branding and Website Tips: 6 Non-Negotiables for New Businesses

Let’s talk about something I see a lot in my business: You’re a new entrepreneur, filled with excitement and big dreams. You book a call with me to discuss your goals and budget, and ideas, and we both light up at the possibilities.

Then, somewhere between our chat and a decision, your plans shift. Next thing I know, I see your DIY logo pop up on my feed. A few weeks later, you’re launching your website. I click… and there it is... one page, a couple of sentences about your business, one photo, and one lonely “Book Now” button. What happened?

If you’re a new business working with a limited budget, I get it. DIY-ing your branding and website is usually the most practical route the first year or two in business. There’s absolutely nothing wrong with starting small and saving up to make a bigger investment later. But here’s where so many new businesses go wrong: slapping something together in a few hours over the weekend and expecting it to bring in dream clients and customers. That’s setting yourself up for disappointment.

If you’re going the DIY route, you need to put in the work. Your branding and website are the face of your business— your digital billboard— and first impressions matter. To help you get it right, I’ve outlined six non-negotiables for DIY branding and websites that will set you up for success. Let's get into it!

1. Do Your Research

If you skip this step, you’re already behind. Research is the foundation of great branding and web design, and it’s where the magic really starts. Start by scoping out your top three local competitors. What are they absolutely nailing? Maybe their website flows seamlessly, or their branding screams professionalism and trustworthiness. Now, what are they missing? Do they have a boring, generic vibe? Is their website all fluff and no substance? These gaps are opportunities for you to shine.

But don’t stop there. Shift your focus to your dream clients— those people you’re dying to work with. Get inside their heads. What do they care about? Are they bargain hunters, or are they willing to splurge on a premium experience? What brands are they already obsessed with? What feelings do you want them to have when they think about your brand? Comfort? Excitement? Confidence? For example, if you’re a wedding planner, your branding should whisper elegance and reliability— not scream 'chaos and confusion.'

The more you know about your audience, the better you can craft a brand and website that not only catches their eye but makes them say, “Wow, they just get me.” That’s the sweet spot, and that’s where your business starts to thrive.

2. Prioritize Your Clients Over Personal Preferences

Yes, your branding should reflect you as a business owner. After all, it’s your business’s personality shining through. But here’s the catch: it’s not just about what you like. It’s about what your audience needs to see to trust you and feel confident that you’re the right fit for them.

Think of it this way: If you’re a therapist and your favorite color is bright red, you might want to think twice. Red can evoke feelings of urgency or even stress— not exactly the calming vibe you’re aiming for in a therapy practice. Or let’s say you pick a super-fancy font that you adore, but your audience can barely read it. They’ll click away faster than you can say “yikes.”

Your branding should be intentional. The colors, fonts, and overall aesthetic choices you make need to align with the emotions you want your audience to feel. Calm? Trustworthy? Fun? Sophisticated? The right branding makes those feelings click instantly. Successful brands aren’t built on personal preferences alone— they’re built by understanding the audience and creating an experience that resonates with them.

3. Show Your Clients They’re Worth the Effort

Your audience isn’t naive. They can tell when something was slapped together in a few hours versus thoughtfully crafted with them in mind. That’s why, if you’re finding yourself not knowing what all to include, with several sparse pages, you should switch to working with a single-page website, and you need to make every pixel count. It’s not just about looking good— it’s about guiding your visitors through a seamless journey that answers their questions, earns their trust, and gets them to take action and book with you or buy from you!

Start with a strong hero section that clearly states who you are, what you do, and who you serve. This is your first impression, and it needs to be crystal clear. Don’t rely on vague taglines or overly clever wording—be direct and let your value shine.

As visitors scroll, guide them through a thoughtful flow:

• About Section: Share your story and mission in a way that connects emotionally with your audience. Why should they care? Make them feel like they’re part of your journey.

• Detailed Services Section: Don’t just list what you offer—explain the value. What problem do you solve? Why is your solution the best option? Give enough detail to build confidence but keep it easy to digest.

• Gallery or Portfolio: Showcase your work with high-quality images. This isn’t the time for blurry or poorly lit photos. Your portfolio should scream professionalism and show exactly what clients can expect.

• Testimonials: Social proof is gold. Share glowing reviews, success stories, or even stats that prove your expertise. This builds trust and removes hesitation.

• Strong Call-to-Action (CTA): Your CTAs should stand out and be action-oriented. “Book Now” or “Get in Touch” buttons should appear multiple times throughout the page to make it easy for visitors to take the next step.

• FAQ Section: Anticipate questions your audience might have and answer them directly. This could include pricing, processes, timelines, or anything else that might be a barrier to booking or purchasing.

If you have more to say (and let’s face it, you probably do), go beyond one page. Create a website with separate pages for About, Services, Portfolio, Contact, and more. Each page should be well-rounded, filled with thoughtful, keyword-rich content, and strategically designed with multiple CTAs to guide visitors toward action. A multi-page website not only gives you more space to share your expertise but also makes it easier for visitors to find exactly what they’re looking for.

4. Promote, Promote, Promote

Even the best DIY website won’t magically draw visitors without effort. If you’re not an SEO expert, your site likely won’t rank high in search results anytime soon. That means you need to actively promote it— and often.

Start by making your website part of every conversation you have about your business. Share it on social media several times a week. Use captions like, “Check out my portfolio on my website!” or “Book your session through the link in my bio” to naturally direct traffic to your site.

But don’t stop there! Leverage your email signature to include your website link, making it easy for every person you contact to visit your site. If you’re on discovery calls or consultations, mention your website as a resource where potential clients can find more details, FAQs, and service information. This not only saves you time answering repeat questions but also gives them a way to explore your business at their own pace.

And here’s the big one: don’t just post your website once and hope for the best. Keep promoting it. Build content like blogs, videos, or social posts that link back to your site. Engage in local online communities or niche forums and share your expertise— with your website as the go-to hub for more information. When it comes to a DIY website, promotion isn’t optional— it’s your lifeline to growth.

5. Always Be Willing to Improve

DIY branding and websites are a continuous learning process— and that’s okay. The key is to stay open to feedback. Listen to what your audience is telling you (and not telling you). Are clients frequently asking the same questions about your services? That’s a clear signal to update your website and include that information. Is your branding not resonating with the people you’re trying to attract? Maybe your colors, fonts, or imagery aren’t aligning with the emotions or trust signals your audience needs to feel.

Remember, every tweak you make is a step toward better clarity and connection with your audience. This process isn’t about perfection from day one; it’s about staying curious, making thoughtful adjustments, and always keeping your audience’s needs at the forefront. Continuous improvement isn’t just a key to staying relevant—it’s the foundation for long-term success.

6. Stay Consistent

Consistency builds trust. Think of your brand as a promise to your audience—and that promise should stay steady across every interaction. Keep your brand colors, fonts, and logos consistent across all platforms, from your website to your social media and even your email signature. This doesn’t just create a professional look; it makes your audience feel like they’re interacting with a reliable, dependable business.

Avoid making drastic changes every few months or hopping between different styles. These inconsistencies can confuse your audience and make them question your business’s credibility. And please, don’t just grab a generic template and call it a day. Customize everything—from your colors to your imagery—so it aligns with your brand’s identity.

Remember: consistency doesn’t just look good. It’s what helps build recognition, trust, and loyalty over time. When people know what to expect from your brand, they’re more likely to engage with you and, ultimately, buy from you.

Some Final Thoughts

DIY-ing your branding and website is totally fine when you’re starting out, but it requires time, effort, and thoughtfulness. Slapping something together might save you money upfront, but it could cost you clients and credibility in the long run. If you’re willing to put in the work, you can create a DIY brand and website that attracts your dream clients and sets you up for success. And when you’re ready to take things to the next level, I’ll be here to help you create the brand and website of your dreams.

You’ve got this— and I’ve got your back.