Web + Wins #15 Don't Treat Your Website Like a Brochure
This Week's Update
I've been attempting to get heads down over here these past couple of weeks, trying to wrap up some really exciting client projects.
While I've been focusing on client work, I'm not going to lie, there have been some challenges trying to keep up with working in the business vs. on the business.
There are a few things on my own business to-do list that keep getting pushed.
Two big ones:
(1) I want to build out a 9-grid on Instagram. Have you heard of this? It's a low-maintenance way to give people who find you on Instagram a clean snapshot of who you are and what you do. It's like a mini-website on Insta. This is worth looking into if you want to have a presence on Instagram, but that's not where you are growing your primary audience.
(2) I need to update my own offerings page. If you've been following Snaply Sites for a while, you know I offer subscription-based packages, but lately I've been doing a lot more one-off project builds too. Landing pages, full custom sites, everything in between. Great option for clients who have someone to maintain the site but want to work with me on the strategy, design, and build. BUT my website doesn't say any of that yet. Cobbler's children, no shoes. 😅 Working on it.
Get a Web Win: Don't Treat Your Website Like a Brochure
When's the last time you updated your website with something genuinely helpful, not just a new service or a staff change, but something that actually answers a question your customers are asking?
If the answer is "a while" (or never), this one's for you.
The "website as brochure" mindset made sense ten years ago, but not so much today.
Here's the difference:
A brochure answers "who are we?"
A modern website answers "how can we help you solve this problem?"
Those are very different things.
How people actually search
Nobody Googles "ABC Roofing Columbia SC" unless they already know you exist (referrals are amazing -- we'll save that topic for another day). Instead, they're searching:
How much does a roof replacement cost?
Do I need a new roof after hail damage?
Roof repair vs. replacement what's the difference?
Does insurance cover storm damage?
If your website never answers those questions, Google has nothing to rank. AI tools like ChatGPT and Perplexity have nothing to cite. And your competitor who did answer them becomes the trusted source instead of you.
AI search raises the bar even higher
When someone asks an AI assistant "how do I choose a therapist for anxiety?" or "who's the best estate planning attorney I should work with?" AI builds an answer from websites and brands that demonstrate real expertise. Not the prettiest site or the one with the nicest logo. The one with educational content, FAQs, case studies, proof of results, and that gets referenced in other places too (remember those backlinks we talked about a few weeks ago?)
Think of your website like a salesperson
A brochure sits on a table. A good salesperson answers questions, handles objections, explains pricing, shares success stories, and helps someone figure out if you're the right fit — all before they ever pick up the phone.
A great website does the same thing, 24 hours a day.
When you think about your website, shift your mindset. Instead of asking "what pages do we need?" ask "what questions do our customers ask every day?"
Every question is an opportunity — a blog post, an FAQ, a case study, a quick video. One good answer to one common question can bring in traffic for years.
Your website shouldn't just represent your business. It should be working for it.
Convo Corner: Three People Worth Following
I was able to get in three really fun coffee chats last Thursday afternoon!
Elena Kazakevich does social media management and brand direction for personal brands — especially therapists, thought leaders, and educators who want to grow beyond their core business. She combines content creation with broader brand strategy, including PR, and has spent years building her presence on YouTube. Follow her YouTube channel and Instagram.
Tearia Deaver and I met at my website workshop last month. She runs TD Strategy Group and helps small businesses with operations, admin, and bookkeeping support — putting systems in place, keeping backend processes organized, and handling the day-to-day stuff that keeps a business running smoothly. Connect with her on LinkedIn here.
Kelly Bingham is a fellow Columbia Connectors member who helps business owners make sense of their marketing and actually get it moving. She blends strategy with hands-on execution: ads, tracking, big-picture marketing support. She's a great resource if you need clarity and momentum. Connect with Kelly on LinkedIn here.
Let's Talk
I'm booking web projects starting September 1st, but before then, let's make a plan. Is your website working as your salesperson? Reply and we'll set up a quick call to chat more.
And one more thing — stay tuned. 👀
I'm SO excited to announce that Jade Pruett will be taking over Web + Wins in August. Jade is the founder of HelloSEO and MetaMonster, has over a decade of SEO experience, and has been featured in Forbes Advisor, Moz, Entreprenista, Majestic's SEO in 2026, and The AI Journal. She's also one of my best friends, which makes this even more fun. She's going to be sharing her inside knowledge on SEO and AI search. You're going to get some really valuable tips to help reach more of your potential customers online. Connect with Jade on LinkedIn, and get ready for the takeover starting August 4th!
