Why Your Website Is Failing to Connect & How to Make It Perform Better (... And How I Learned This the Hard Way)
- Ally Penrose
- Aug 4
- 6 min read
After more than 15 years of watching businesses evolve in the digital space, I've learned one fundamental truth: the companies that thrive aren't necessarily the ones with the flashiest websites or the biggest marketing budgets. Some of the least expensive websites that I've ever built have been the most successful. A successful website starts with authentically presenting yourself online in order to build genuine, lasting relationships with your audience. You can't "fake it til you make it" in business anymore. If it doesn't resonate, it doesn't sell.
I've had the privilege of working with hundreds of businesses over the years, from some pretty scrappy startups to well-established brands looking to reconnect with their roots. Time and again, I've witnessed the same pattern: companies that embrace authenticity in their digital presence don't just survive- they flourish. But here's the catch- authenticity can't be faked, and it certainly can't be an afterthought.
The Foundation:
Finding Your True Self Before You Build In Order to Make Your Website Perform Better
Before you write a single line of copy or choose your brand colors, you need to do the hard work of discovering who you really are as a business. This isn't about crafting a persona that you think will sell- it's about uncovering the authentic core of what makes your business unique.
I learned this lesson the hard way... After years of blood, sweat, and tears (okay, no blood, but definitely sweat and lots of tears), I had successfully built a website design business. The brand was my name. This worked really well for a long time, but like so many others ready for a new phase of one's career, I was ready to grow.
At the time, I thought there was only one way to do this, so I decided to jump on the "agency train." I had seen other designers in my circles doing this around me. Some were really great at
it- seriously successful with major profits. Some struggled but I thought maybe I should give it a shot. Maybe that's what I needed to level up. What really finalized my decision were some unnamed financial incentives for designers to become agencies. I thought to myself, "Well, you've been at this for a while. Why not spice it up?" *Rolls eyes at self *
So I build a whole new brand and a fancy new website. I collaborated with some of the most talented designers in the literal world to make sure I had all the coolest features and no animation was left unused.
When I was done with it, I should have known it wasn't right because I wasn't excited to launch it like I normally am with basically anything else I build... I was nervous. I didn't "feel it," even though all the feedback I got was extremely positive. It was wrong. I made the mistake of valuing others' feedback so much that I lost sight of my own, and I'd abandoned my whole identity in doing so. Turns out people don't really want to connect with a logo, they want to connect with a person.
That year was my worst year in sales to date. I'll tell you why: it wasn't bad branding- it was an absolute lack of authenticity.
I am not an agency! I am a website designer who builds kick-ass websites for other kick-ass business owners. To date- I am still rebuilding from the flop because I tried to be something that I simply am not. I don't have a corporate headquarters. I have GLOBAL partners, web designers and developers from all over the world whose insights provide more value to my clients than any fancy building ever could. I have countless late nights adjusting actual pixels to perfection for hours. I have 16 years of "website design therapy" experience helping clients work through absolute digital breakdowns to reach next-level business breakthroughs.
That experience taught me that no amount of sales & marketing can compensate for a false persona. You can't live up to it. Your audience can sense inauthenticity from miles away, and in today's market, they have countless alternatives at their fingertips. Nobody wants to be misled. Start by keeping it real with people. Things just go smoother.
Your Website as a Relationship-Building Machine
Once you've done the internal work of understanding your true brand identity, your website becomes your most powerful tool for building meaningful connections. Here's how to transform it from a static brochure into a dynamic relationship-building platform:
Create Content That Serves, Not Sells.
The businesses I've seen succeed understand that their website should be a valuable resource first and a sales tool second. Share your knowledge generously. Write blog posts that solve real problems your audience faces. Create resources that make their lives easier, even if they never buy from you.
When you lead with value, you're not just attracting customers- you're building a community of people who trust your expertise and appreciate your generosity. That trust becomes the foundation of every future transaction.
Tell Stories, Not Just Facts.
Data tells, but stories sell- more importantly, stories connect. Use your website to share the journey behind your business. What challenges have you overcome? What failures have shaped your approach? What victories are you most proud of?
People don't just buy products or services; they buy into the story and the people behind them. Your website should give visitors a clear sense of who you are, what you stand for, and why you do what you do.
Make Interaction Easy and Meaningful.
Building relationships requires two-way communication. Your website should create multiple opportunities for genuine interaction:
Include clear calls-to-action that invite engagement beyond just "buy now"
Create comment sections where you actively participate in discussions
Offer free consultations or strategy sessions to get to know potential clients
Use contact forms that ask thoughtful questions about visitors' challenges and goals
Consider adding a live chat feature for real-time connection
Show Up Consistently as Yourself.
Authenticity isn't a one-time decision- it's a daily practice. Every piece of content you publish, every email you send, and every social media post should reflect your genuine voice and values. Consistency builds trust, and trust builds relationships. This means being honest about your limitations as well as your strengths. If you make a mistake, own it. If you don't know something, admit it. If you're passionate about something, let that passion show through.
Build Community, Not Just a Customer Base.
The most successful businesses I've worked with understand that their website isn't just about individual transactions- it's about creating a sense of belonging. Consider adding features that help your audience connect with each other:
User-generated content sections where customers can share their experiences
Forums or community spaces where people can ask questions and share advice
Customer spotlight features that celebrate your community members
Interactive elements like polls or surveys that make visitors feel heard
The Long Game of Authentic Branding
Building authentic relationships through your website isn't a sprint- it's a marathon. The businesses that understand this are the ones that build sustainable, thriving enterprises. They're not constantly chasing the next marketing trend or trying to game the algorithm. Instead, they're focused on consistently showing up as their authentic selves and providing genuine value to their community.
In my experience, this approach doesn't just lead to better business outcomes- it leads to more fulfilling work. When your business is aligned with your true values and you're building genuine relationships with your audience, work stops feeling like work and starts feeling like purpose.
Your Next Steps
If you want your website to perform better, start by asking yourself these questions:
What are your core values, and how are they reflected in your current online presence?
What unique perspective or experience do you bring to your industry?
How can you provide value to your audience before asking for anything in return?
What stories from your journey would help your audience understand who you really are?
How can you create more opportunities for meaningful interaction on your website?
Remember, authenticity isn't about being perfect- it's about being real. Your audience doesn't need you to have all the answers; they need you to be genuine in your desire to help them find their own solutions.
The businesses that will thrive in the coming years are the ones that understand this fundamental shift toward authenticity and relationship-building. The question isn't whether you can afford to be authentic in your branding- it's whether you can afford not to be.
Start today. Your future customers- and your future self- will thank you for it.
As always, I am here if you need me!
Kindly,
Ally Penrose
Designer / Marketer / Mom / Nerd
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