Stop Showing Everything... The Website Mistake That's Costing You Clients

Early in my career, I learned one of the most valuable lessons that still guides how I build today, and it came from a rejection.

Fresh out of college with my BFA, I applied to an advertising agency I really wanted to work for. When I didn't get a callback, I did something that changed everything, I asked why.

The creative director's response? My portfolio looked like a fine artist's, not a graphic designer's. I had paintings, sculptures, printmaking, photography, and some design work. To them, I wasn't what they were looking for, even though I absolutely could do the job.

Creatives! Your Website Isn't a Portfolio. It's Your Business Strategy.

This week, I had a conversation with a friend who's shifting from sports design to the restaurant design. He kept talking about getting his "portfolio ready," and I had to stop him right there.

When you're building a business, you're not creating a portfolio that shows everything you can do. You're creating evidence of what you can do for them....your ideal client.

If you're going after restaurant owners, they don't need to see your sports design work. They need to see menus, restaurant branding, social media campaigns for dining events. That's the evidence that builds awareness of your solutions.

The Two Types of Networking That Grow Your Business

During our conversation, we also talked about something crucial: networking. But here's what most people miss, there are actually two types of networking, and both matter:

Type 1: Networking to Grow YOU This is when you get around other builders, people in coaching programs, mastermind groups, conferences for entrepreneurs. These connections don't always bring immediate business, but they sharpen you. They challenge you. They remind you that you're not alone in this journey.

Type 2: Networking to Grow Your CLIENT BASE This is strategic. If you want restaurant clients, go to restaurant industry conferences. If you want to work with coaches, show up where coaches gather. Bring your business cards and start building real relationships in the rooms where your ideal clients already are.

The Simple Truth About Offers

And here's something I've been learning lately, you don't need three offers on your website. Two is often better.

When you give people too many choices, it can push things out and create decision paralysis. But two? It's either this or that, and people can decide faster. Think of it like those luxury restaurants with one focused menu versus the places that serve Chinese, Mexican, and American food all at once.

What You Actually Need on Your Website

You need evidence. Clear, focused evidence that you can solve their specific problem. Whether you're a designer, a coach, a photographer, or a service provider, your website should speak directly to the people you want to serve.

Don't confuse them with everything you can do. Help them see exactly what you can do for them.

Want to hear the full conversation? In this week's podcast episode, I share the complete story of that rejection letter, an email template example I gave to my friend, and why I believe niching down doesn't mean limiting yourself, it means being intentional about who you're calling in.

Listen to the full episode on Apple Podcast or Spotify Podcast to get all the details, including the scripture that reminds us we are "marvelously made" and skillfully shaped from nothing to something.

Ready to design with confidence and clarity? Join me every week as we build a foundation, by faith, and in excellence.