I launched my web design business 4 years ago when the list of people who needed my services grew to a point where I could not ignore the need anymore. So I spent just 3 days building my own site – taking design cues from my peers and creating a very “industry standard” website. It was a nice enough site; it brought in business and allowed me to quit my “real job” to invest all my time into design. I had a steady client base but no real niche. I was dealing with clients who did not really mesh well with me personally and I found myself more stressed then satisfied.

Since that time I have had 5 incarnations of my business site. When I got frustrated, to the end of my rope with stress, I would redesign my site hoping it would draw in a different clientele. Each time I took cues from other design sites or utilized the newest fad in design and each time I got a new batch of clients… but walked away with the same stress and dissatisfaction.

So what was I doing wrong?

In the summer of 2008, with my introduction (and slight addiction) to the social networking site Twitter, I figured it out. What was I missing in marketing my business? Me!!

The one thing all those design incarnations was missing was my personality. So once again I went and redesigned my site – and instead of designing something that “fit” with my peers, I created a style that screamed “Victoria!!”

In the weeks after I made the switch to marketing myself rather then my business, I witnessed a complete turnaround, and boom (Yay!), in my business. Instead of trying to figure out what my clients wanted me to be, I was simply myself. In my web presence, my social networking and my communications with clients and prospects I stayed true to my personality and the response was phenomenal! The best part about this newfound business identity: I’ve developed friendships with my clients and a true pride in the work that I provide for them.

This idea of marketing yourself is nothing new. Throughout the ages, women have utilized their appearance as a signature of their style – from clothing, hair, or accessories, woman have found a way to distinguish themselves by their look. When we get dressed in the morning or for a night out, we take care in choosing the right look so that we can show who we are to everyone, ultimately marketing ourselves socially.

As we venture into this new Web 2.0 world, our online style becomes a virtual “look” for our business, distinguishing what the business it all about. As important as first impressions are in the “real world”, the online world works the same. The look and feel of your blog, website or social networking profile will tell your visitors who you are and help them decide if you are the right person to do business with.

Think about the look that you personally display everyday – do your graphics, logo and style for your sites match that look? Do your clients know who they are doing business with?

In my design business, my sites act as my virtual wardrobe. I do not have one particular style all the time in the “real world” just like I do not have one particular style for my designs – but they all have parts that represent me. When I build my sites, I take the piece of my style that fits in with the theme of that site (i.e. my site catering to musicians has a different feel then my site catering to online marketers, but both have their own “Victoria” flair.)

Whether you are selling a product or a service, you are ultimately selling you. Is your website a virtual representation of you?

Capturing you… and your audience.

What does your website say about you? Take some time and review your own site, through the eyes of a prospect. Ignore for a moment the content (while content is the main ingredient of a website, it is the look and feel of a site that will keep your visitor engaged) and look at your color scheme, your fonts, your picture, the flow of the page. What does it tell someone who does not know who you are? If you were the prospect, would you be compelled to hand your money over to this person? Why?

Challenge: poll a group of people who do not know you on a personal level to look at your website and try to describe you.

Now check out your competition. Your competitor’s site can tell you a lot about what you should – and shouldn’t- be doing on yours. Analyze their site the same way – what does their design say about their personality? What would make your target market hire them before you?

Next, take a look at your current client list. Those clients that you love to work with, who give repeat business and referrals, what types of people are they? If you have found your niche already, great! If not, it’s time. One of the biggest teachings in marketing yourself as an entrepreneur is to find your target market. It’s a struggle at first to put limitations on who you market to for fear that you will then limit your income. On the contrary, most often you end up increasing your income… and your sanity. Look a little deeper into who hires you and you will probably find that the majority of those people who love to work with you and who you love to work with have personalities just like you.

What now?

So you reviewed your site… and something about it doesn’t scream ‘you!’ Where do you go from here?

1. Decide where it’s going wrong. Make a list for the designer of the good and bad of your site – from style all the way down to function.
2. Figure out the ‘you’ that you want to represent. Here’s a tip: Check out your testimonials! Most testimonials include something that points out a character trait that makes that client love you. Is there a common theme in your testimonials that can help you see why your current clients work with you? If most of your clients stress how “down to earth” you are, then there’s a pretty good chance that’s what sets you apart from your competitors!
3. Look for a designer that ‘fits’. Ask your clients, friends, family if they know designers – then surf their sites and find one that appeals to you emotionally. There’s a good chance that once you find a site you like, you will probably like working with that designer. Be wary of design firms that offer to customize a pre-built template – while it may be cheaper, tweaking a canned template does nothing for promoting your uniqueness.
4. Start small when designing a new brand – logos are the easiest to start with. Most designers will send you multiple examples to choose from. Before choosing, ask your peers their opinion on the designs. Sometimes others can see things that you cannot.
5. Build your entire online empire around the new vision of ‘you!’ Branding is everything to entrepreneurs – and when you overhaul your website, follow up by using that style in your eNewsletters, Blogs, Social Networking Sites, etc. Since the key to sales is trust – when you show your prospects that you remain consistent across the board, their trust in who you are grows. Keep in mind what makes you stand out from your competitors is the “you” factor. Whether selling a product or a service, you are ultimately selling you.

Your business identity should reflect your personality. When you look over your website, when you see your logo, when you review your eNewsletter, how does it make you feel? If it feels impersonal to you, chances are it won’t pull in your prospects either. Showing off how awesome you are in your brand will not only help you develop strong relationships with your clients and bring in the new business that you really want, but it gives you confidence and pride in your business and yourself.

About the Author

;Sign up for my FREE Special Report: Twenty Quick Things You Can Do to Boost Your Online Presence at http://www.lynnraedesigns.com or tweet with me at http://Twitter.com/victoriapk

Photo of me courtesy of Corey Woodruff.

Photo of “wardrobe remix” courtesy of Mai Le via Flickr.