Why Every Coach and Small Business Owner Needs a Visual Identity and Website!
Why Every Coach and Small Business Owner Needs a Visual Identity and Website!
Are you telling yourself that you don’t need a visual identity (aka branding) or a website right now? Maybe you've got a long list of reasons why it’s not a priority. Let me jog your memory—these might sound familiar:
💭 Your coach said a website isn’t necessary for growing your business. (This advice comes up a lot!)
💭 You’ll focus on branding and a website when you’re “there.” (But what does “there” really mean?)
💭 You think having a visual identity is only for big companies with big budgets.
💭 You’ll invest in branding and a website when your budget “allows” it.
💭 Social media seems to be working well enough for others, right? Why bother with a website?
💭 And, let’s be honest, you don’t have time for a big project like that right now.
Sound familiar? Let’s call it what it is: excuses.
Ouch, I know... But here’s the hard truth: that list of reasons you have for not creating a website or building your visual identity is likely exactly why you’re feeling stuck at your current level of clients and income.
Do People Even Care About Your Website?
Trust me, they absolutely do!
You might think people don't care if you have a website or not, but research shows that small businesses with websites consistently outperform those without:
💣 84% of consumers believe small businesses with websites are more trustworthy than those relying solely on social media.
💣 Small businesses with websites generate 2.5 times more revenue than those that don’t.
💣 A cohesive brand and website build trust by providing a consistent experience for your clients across platforms.
These are hard facts, but let’s make it personal.
Imagine This…
You’re on the hunt for a brand-new couch for your home. Naturally, you’d do your research, right? You’d want to look at it from every angle, check the fabric options, read reviews, compare warranties—basically, make sure you’re making the best investment. Now, what if the only place you could see this couch was on a business’s Instagram page?
A big NO, right? You want details. You need reassurance.
This is where a website steps in. It provides those details that help you make an informed decision, and more importantly, it builds trust.
As a coach or small business owner, your potential clients are doing the same thing. They need more than a social media feed to feel confident in working with you. Your website is the space where they get the answers they need and learn to trust you as an expert in your field.
But What Does a Visual Identity Even Do?
You may have heard the term “visual identity” thrown around and wondered what it actually means or why it matters. Simply put, your visual identity is the look and feel of your brand—the colors, fonts, logos, and overall style that represent you. But more than just “looking pretty,” it communicates a lot about your business.
Think about some of the most recognizable brands out there—Nike, Apple, Starbucks. Each has a visual identity that’s instantly recognizable, right? The moment you see that swoosh, or the apple with a bite taken out of it, you know who they are and what they stand for.
Now, I’m not saying you need to create the next Nike logo, but you do need a visual identity that resonates with your audience and aligns with who you are. A cohesive visual identity can:
Create familiarity: People will start to recognize your brand whenever they see it.
Build trust: Consistency in your branding signals professionalism and reliability.
Set you apart: In a crowded market, standing out visually is key to attracting your ideal clients.
Why Your Social Media Isn’t Enough
A lot of business owners think social media is enough to grow their business and, at the start, it might seem like it is. But let me ask you this: how many times have you scrolled through social media and felt overwhelmed by all the noise? How many ads or posts have you clicked on and then forgotten about just a minute later?
Social media is designed to keep users scrolling, which means your message can get lost in the shuffle. While social media is a great tool to connect with your audience, relying on it as your sole platform can be risky for a few reasons:
Limited control: You don’t own the platform. If Instagram, Facebook, or TikTok were to change their algorithm or shut down tomorrow, where would your business be?
Short lifespan: Posts on social media have a very short shelf life. On average, a tweet lasts for about 18 minutes, an Instagram post 48 hours, and even the most viral content fades fast.
No depth: Social media is great for grabbing attention, but it’s not the best platform to explain who you are, what you do, and why someone should trust you.
Your website, on the other hand, is a space you control. It allows you to go deeper, tell your story, and provide the information your audience needs to make an informed decision.
How to Get Started with a Visual Identity and Website
Okay, so now that you know how important it is, how do you get started? You don’t need to jump into a giant project right away. In fact, the most effective visual identities are often simple and clear. Here are a few steps to help you move forward:
Identify your core values: What does your business stand for? Who are you trying to reach? Start by identifying the core values you want your visual identity to reflect.
Pick your basics: Choose a color palette, fonts, and imagery that align with your brand values and resonate with your audience. (Hint: If you’re stuck here, think about what your ideal clients are drawn to. Are they into soft, natural tones, or do they like bold, bright visuals?)
Start small: You don’t have to launch a massive website right away. Start with a simple one-pager that introduces who you are, what you offer, and how people can contact you. This will give you a foundation to build on as your business grows.
Stay consistent: Once you have a visual identity and website in place, make sure it carries through to all your online platforms—social media, emails, PDFs, everything. This consistency builds trust and recognition.
Stop Hiding Behind Your Excuses
If you’ve been putting off creating a visual identity or building a website, it’s time to stop hiding. Your business deserves to be treated like it matters.
Throw that list of excuses away. It’s time to build a visual identity and website that reflect who you are and what you offer.
Here’s a challenge: What’s one excuse you’ve been holding onto about not having branding or a website?