Before You Build It: The Website Clarity Check-In
Stop Designing Blind
If you’re like most people, you probably think of a website as a digital billboard—proof that you and your business exist if anyone decides to look you up.
Maybe you figure: If I just get a good photo of myself, a short bio, and a few details about my services or products, I’m good to go.
Check that box. Done.
Right?
Not so fast.
Much like building a house, creating a website you actually love—and are proud to show off—requires a solid foundation. A website is more than a billboard. When done well, it can be a soul-aligned, strategic workhorse for your business. A crucial asset that communicates directly with your ideal client and works for you while you sleep.
To create a website that’s both aligned and effective—the marketing hub of your business—you need clarity: clarity around who you serve, why you do what you do, and what exactly you want your website to accomplish.
This is your foundation.
And just like a house, if the foundation isn’t right, everything else will feel shaky.
Before you ever choose a font or layout, your brand needs roots. The following questions are here to help you find clarity, alignment, and purpose—so your website doesn’t just look good, it feels like you and speaks to the right people.
You can journal your answers, sketch them, voice-memo them, or just sit with them. There’s no wrong way to do this.
I will answer the first half of these questions myself, for my own business, to provide an example. I hope this inspires you to dig deeper. I’m sure it will help me refine my own brand, too!
12 Foundational Questions to Clarify Your Brand Before You Build Your Website
What is the deeper “why” behind what you offer?
(Not just the service—but the reason it matters.)
Holli’s answer: After working in nonprofits and government with kids for many years, I felt uninspired and frustrated. I tried on a few other professions before finally landing in design—but not just design. I became the editor of an arts and entertainment publication, and being an integral part of shaping that brand—through curating stories, visuals, and highlights—ignited something in me.
That experience set me on a path in design and communications that has brought me both joy and deep fulfillment ever since.
I do this work because it speaks to a truer part of myself—the part that loves beauty, honors design, and knows the power of words. I’ve always written from my heart chakra, and this work allows me to connect to others in that space. I help people tap into what they do best and reflect that back through visual and written language—so they can succeed doing what they love.
2. Who are you here to serve—and what do they long for?
(Describe your dream client in human terms. Not just demographics, but heart-terms.)
I’m here to serve business owners who are ready to step into the next version of themselves—and they know their brand needs to evolve with them. They’re not looking for just a website; they’re looking for alignment, for clarity, for a way to show up online that feels as true and expansive as the work they do in real life.
They value beauty, yes—but more than that, they value meaning. They want their online presence to be a soul-level reflection of who they are and what they’re building, not just today, but as their vision grows.
I work best with people who are open. Open to questions. Open to insight. Open to being seen. I don’t just take orders and build pages—I co-create with people who are willing to go a little deeper, not just into design, but into themselves.
They may come for the website, but they leave with a brand they’ve fallen in love with again.
3. What kind of transformation do you help create?
(What changes in someone’s life, mood, or path because they work with you or experience your work?)
Based on what clients have shared with me, the process I guide them through—getting clarity around their brand and business—leaves them feeling empowered, supported, and often pleasantly surprised at how their vision expands in the process.
It’s more than just creating a website. It’s an energetic shift in how they relate to their own work. They gain confidence. They reconnect with purpose. They begin to see their business not as something they have to "market," but as something meaningful that deserves to be shared beautifully and clearly.
A huge part of that transformation comes from identifying their ideal client—really getting clear on who they want to speak to. When they realize they don’t have to speak to everyone, there’s a visible exhale. It’s a deep relief, and a major turning point. That clarity ripples outward into how they write, design, share, and sell.
4. What are the core values that guide your work?
(Think beyond “integrity”—what do you actually stand for?)
I’ve thought about this a lot. After reading Brené Brown’s Dare to Lead, I identified my three core values—and they color every decision I make.
Courage is the first, and most important.
To me, courage means being willing to take risks, to tell the truth, to listen with presence, to accept feedback without flinching, and to make the hard choices—even when it’s uncomfortable. Courage shows up in a thousand quiet ways, and I hold it as a guiding light in everything I do.
Compassion is the second.
This value reminds me to lead with patience and kindness, to not take things personally, and to stay curious about what people might be carrying—because you never know what someone has lived through before they crossed your path. Compassion softens the edges of the work and keeps me grounded, both personally and professionally.
Beauty is the third.
I want to live in beauty, create beauty, and help others experience it more deeply. Whether it’s in what I wear, where I live (hello, San Miguel), how I speak, or how I design—I want everything I touch to carry a sense of intentional, soulful beauty. Not superficial. Not perfect. But meaningful. Because beauty, when done well, heals.
5. What do people often thank you for?
(This tells you what people feel in your presence or after working with you.)
People often thank me for my guidance, my presence, and my ability to hold space for them—something that’s been deeply shaped by my years as a yoga teacher. Whether they’re learning something new or working through a challenge, I have a way of staying steady and supportive while they find their footing.
I’m also often thanked for making things that seem boring or overwhelming—like websites or branding—feel accessible and even enjoyable. (I have my Mercury in Capricorn to thank for that: clear, structured, and grounded communication.)
People express gratitude for the ideas I share, especially when I help them put into words what was already in their heart—but hadn’t yet found language. They thank me for listening, truly listening. And they often thank me for my writing—especially when it’s vulnerable and real. Those moments of resonance matter to me more than anything.
6. What do you want people to feel when they land on your website?
(Safe? Inspired? Seen? Challenged? Excited?)
I want people to feel like they’ve stepped into a space of beauty, depth, and quiet power. A space that reflects not just good design, but deep intention. I want them to feel inspired—by the visuals, by the stories, by the poetry—and also grounded by the practical, strategic content that can help their business grow.
More than anything, I want people to feel they can trust me. Not just with their website, but with their vision. Their voice. Their longing to build something meaningful, sustainable, and maybe even legacy-worthy. I want them to feel seen—and safe—to step into their next becoming.
The other questions to consider which I have not provided my own asnwers to are:
7. If your brand were a space, what would it look and feel like?
(Think sensory: lighting, texture, colors, tone.)
8. What’s one story or experience that shaped your work?
(Real branding comes from your life, not marketing formulas.)
9. What do you NOT want your brand to feel like?
(List 2–3 things you’re avoiding—generic? corporate? preachy?)
10. What are 3 words that describe your true voice and tone?
(Playful? Fierce? Calm? Grounded? Sensual? Smart?)
11. What kinds of offerings or services do you want to be known for?
(Even if it evolves, name what you want to grow.)
12. What do you do better than anyone else in your field? What makes you different?
(There may be thousands of people who offer the same service, but nobody does it in your unique way.)
Yes, this process can be a pain in the ass—but getting clear on these points will be the difference between a website that “looks fine” and one that is a true reflection of you, your expanded vision, and the kind of clients you actually want to work with.
I’ve done many website analysis videos for business owners, and one thing is always clear: most people don’t have the clarity they need around their brand and aspirations before they start building their website.
And it shows.
So take your time. Be honest. Authenticity is more important than perfection.
Also—you’ve got this.
Reach out if you have questions or need support.
This brand clarity questionnaire is the starting point for my upcoming mastermind:
✨ FALL IN LOVE WITH YOUR WEBSITE: A Web Design Mastermind
📅 June 10th, 17th, and 24th, 2025
🕒 3–6pm at El Estudio Creativo in San Miguel de Allende
In this mastermind, I’ll guide you through these questions (and many more) as we build the foundation and structure for a website you will absolutely fall in love with.
→ Click the button below to see all the details and reserve your spot. Limited to 10 participants.
Hey there! I’m Holli and I’m glad you found your way to this website. I hope you found something helpful or inspiring. I not only co-create websites with cool entrepreneurs (one of these days I’m gonna remember how to spell that withough looking it up), I also provide training in web design strategy and how to use your website platform (Squarespace or Wix). Reach out to schedule a free consultation to see if we are a good fit.
