How You Pictured It is for the dreamers, the doers, the visionaries — service-based small business owners who are great at what they do and want to spend more time actually doing it.
I’m Kate Hejde, website strategist and founder of Dear Kate Brand Strategy, and here we’ll talk about attracting clients who get it — who value your work and trust you enough to pay higher prices — without burning out or sacrificing your life to your business.
You’ll learn how to clarify your message, position your offers, build a strategic website, use SEO and AI wisely, and create marketing that keeps working even when you’re off the clock.
Because your business should support your life — not bend and break it.
Find more at dearkatebrandstrategy.com
Ever feel like potential clients are shopping around for the cheapest option, no matter how good your work is?
When your website sounds like everyone else's, potential clients don't have much to compare besides your prices.
In this episode, we're talking about why that happens, how to communicate the things that make working with you different, and how to help the right clients recognize your value before they ever reach your pricing page.
Plus, I'll share a simple exercise to help you uncover the things your clients already love about working with you — and how to start using those details in your marketing.
Mentioned in this episode:
Scout — my guided brand strategy tool that helps you uncover what makes your business different and turn it into messaging you can actually use.
https://dearkatebrandstrategy.com/scout (https://dearkatebrandstrategy.com/scout)
17 Feb 2026
DIY Website or Hire a Designer? How to Choose the Right Move for Your Service Business
DIY your website or hire a designer? The right answer depends on your business stage—not your confidence.
For service-based business owners debating DIY vs hiring a website designer, this solo episode breaks down website strategy, copywriting, SEO, and the 6 roles behind a site that actually converts—plus when outsourcing works and when it backfires.
👉 Watch the free class: From Overlooked to Fully Booked
https://dearkatebrandstrategy.com/fullybooked ( https://dearkatebrandstrategy.com/fullybooked)
Follow the show for practical website strategy that helps you book clients without relying on social media.
Chapters:
00:00 — DIY or Hire a Website Designer? The Answer Depends on Your Season
Why this isn’t a yes-or-no decision—and how your business stage changes everything.
00:31 — Lauren’s Story: How Strategic DIY Built the Foundation to Outsource Later
Same business, different seasons, different decisions.
01:22 — The 6 Roles Behind a Strategic Website (It’s More Than Design)
Why design is only one piece of the puzzle.
01:39 — Role #1: Brand Strategy — The Step Most Business Owners Skip
Positioning, clarity, and why strategy must come before visuals.
02:45 — Role #2: Brand Design vs Website Design — Ingredients vs Recipe
Why your logo isn’t your website.
03:56 — Role #3: Copywriting — The Conversion Engine (and Why It Takes Longer Than You Think)
Why writing your own copy is harder—and more powerful—than expected.
05:03 — Role #4: Design + Development — Turning Strategy Into a Site That Sells
How layout guides the customer journey.
05:34 — Role #5–6: SEO + Ongoing Maintenance — Get Found and Keep It Working
Why visibility and updates matter long term.
06:34 — When Hiring a Website Designer Makes Sense: 5 Signs You’re Ready
How to outsource strategically.
07:51 — Outsourcing Done Right: Why Lauren’s Rebrand Worked
What happens when clarity comes first.
09:06 — The Trap of Hiring Too Soon (Photographer Case Study)
Why a beautiful site doesn’t always convert.
10:06 — Why DIY Can Be Powerful: Build Clarity, Confidence, and Marketing Skills
Messaging muscle + long-term growth.
12:24 — DIY vs Done-For-You: Honest Pros, Cons, and Tradeoffs
Time, cost, control, and flexibility.
15:15 — “I’m Not Techy” Myth: Why No-Code Website Builders Make DIY Possible
The tech isn’t the hard part anymore.
15:50 — Final Takeaway + Free Training: Build a Website That Books Clients
How to move forward with clarity instead of guessing.
🔗 Links Mentioned
Free Training: From Overlooked to Fully Booked
Learn the 3-part framework (Strategy → Site Design → Showing Up) to build a website that books clients:
https://dearkatebrandstrategy.com/fullybooked (https://dearkatebrandstrategy.com/fullybooked)
Related Video: Is Your Website Missing These Key Pieces?
https://youtu.be/z1sA9sOPNhc?si=PADCQPVaSUnlNdBy
6 Feb 2026
7 Things to Prep Before You DIY Your Website, Especially in Busy Season
Think you have to wait for your slow season to start your website?
Not true.
Your best website doesn’t actually start in Showit (or Squarespace… or WordPress).
It starts way earlier — in the middle of your everyday client work.
In this episode, I’m sharing 7 simple things you can prep now — even if you’re fully booked and nowhere near “website build mode” — so when you do sit down to design, you’re not starting from scratch.
Because the truth is:
The difference between a stressful DIY website and a strategic one usually comes down to what you gathered ahead of time.
These small, behind-the-scenes habits will help you:
write your copy faster
design with more clarity
attract better-fit clients
and build a site that actually converts
…without scrambling for content at the last minute.
If you’re in a busy season but know a new website is coming someday, this episode is your game plan.
🧭 In this episode, we cover:
Why your website prep starts long before you open your builder
How to collect stronger, more specific testimonials
Noticing your “sweet spot” projects (and what to stop showcasing)
Easy ways to capture behind-the-scenes process photos + videos
How to gather real-world design inspiration (not just Pinterest)
Using your clients’ exact words to write better copy
Turning past posts and content into evergreen website assets
🔗 Resources mentioned
✨ Free Website Planner
Plan your pages, organize your ideas, and design with strategy — not guesswork
dearkatebrandstrategy.com/planner (dearkatebrandstrategy.com/planner)
Reach and audience
Public platform figures. Ratings count people who left a rating, not total listeners.
Apple Podcasts (US)
5.0 / 5
9 ratings
Spotify
5.0 / 5
7 ratings
Podcast Authority Score: 58 / 100
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Quality
86
Social presence
0
YouTube
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Engagement
77
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