If you’re here, chances are you’re in one of two places: 1) you’ve decided to start a website project with me (eek!), or 2) you’re exploring the idea and want to feel fully prepared before taking the leap.
Either way, friend—you’re in the right place.
But before we start dreaming about page layouts or styling your headings, let’s pause and ground ourselves in something a bit more meaningful.
Here’s the truth: A beautiful website alone won’t transform your business. The real magic of a website isn’t in how it looks—it’s in how it makes people feel. Your website should invite people into your world, show them exactly who you are, what you offer, and most importantly, what it feels like to work with you.
So, let’s get intentional. Here’s what you’ll need to bring this website project to life—and to create a space that truly reflects the heart of your business.
1. A Polished Service Ecosystem
Okay, first things first: If you’re not able to explain your core services to a good friend, your website won’t be able to either. It all starts with clarity. Who are you? What do you do? And most importantly, who are you here to serve?
Think of your service ecosystem as the full scope of what you offer—signature packages, a la carte services, customer touchpoints, and everything in between. This is not only the “what” but the “how” behind your magic: How do people move from finding you online to becoming obsessed clients? What happens after someone clicks “Let’s Work Together”? Do you have tools (like automated emails or booking systems) that guide them every step of the way?
Here’s the truth. A gorgeous website is amazing—but without a solid client experience and systems in place, it’s simply not going to convert. It’s lipstick on a pig (don’t shoot the messenger!). Your client journey needs to be just as intentional as your aesthetics, flowing seamlessly from first inquiry to that final thank you note
Need a little help? I’ve created HoneyBook templates to get that client experience process started.
2. A Strong Brand Strategy & Identity
Your brand isn’t just what people see—it’s what they feel.
If your website doesn’t feel like you, it’s hard for the right clients to feel at home there. From your colors and logo to the words we write on each page, every element should reflect who you are and what you want to communicate.
The brands that connect deeply with their dream clients have one thing in common: they know themselves. They’ve done the work to get clear on their values, their style, and their voice—and they weave that clarity through every inch of their website.
If you’re still figuring out your brand, that’s okay! Branding is where the magic happens, and it’s something we can help you uncover. Once your identity clicks, your dream clients won’t be able to look away.
P.S. If you need someone to talk this through with, I’m your girl.
3. How to Speak to Your Clients
Three words: Messaging. Is. Everything.
It’s not enough to flood your website with buzzwords (half of which are just trendy terms people use without really knowing what they mean—cough luxury cough). And those nearly identical taglines everyone keeps rewording? Let’s be honest—they’re not serving anyone. Your messaging needs to come from a place of authenticity, speaking directly to the clients who are already searching for exactly what you offer.
You need a good pulse on who your dream clients are, what they care about, and what it is they truly, deeply desire. And, of course, it isn’t only about what you say—it’s about how you say it.
How do you want your clients to feel when they land on your homepage?
Overwhelmed? Inspired? Curious?
Your messaging should feel like an invitation, gently guiding your clients step by step. Speak their language. Reflect their values. When your words resonate, you end up having to say much less. Instead, your clients land in your brand and think, ‘Yes, this is exactly what I’ve been looking for.'”
4. A Portfolio That Reflects What You Want More Of
Your portfolio is one of the most powerful parts of your website. It tells your story through the work you’ve done and the clients you’ve worked with.
But here’s the key: your portfolio shouldn’t showcase everything—only the work you want to do more of.
In fact, I don’t recommend displaying every wedding you’ve ever done. Instead, curate a collection of your best work—the projects you’re proud of, and the ones that align with the future you want to build.
Ask yourself:
- If someone booked me for this kind of project tomorrow, would I be thrilled?
- Does this reflect the future I want to create?
If the answer is no, it’s probably not the right fit for your portfolio.
And hey, if you don’t have images of your dream work yet, that’s okay! You can always create something that reflects the vibe you’re aiming for. Partner with friends, do a trade with vendors, or set up a styled shoot that feels on-brand for a dream wedding you’d love to book.
A Gentle Reminder
Your website isn’t just a reflection of where you are today; it’s a map of where you’re headed.
Many people see a new website as a turning point—a way to shift their style, refine their offerings, or attract a different kind of client. And honestly? That’s the beauty of it. You’re allowed to grow. You’re allowed to change.
So, let go of the need for perfection. Focus on creating something that feels true to you, and trust that the people who are meant to find you will.
This is your invitation to step into what’s next. Because I promise—it’s going to be beautiful.
P.S. If you happened to stumble across this post and haven’t started a website project with me here at Studio Gail, I’d love to get to know you! Let’s chat about your vision—inquire here and let’s make some magic happen!
