Beautiful Brand, Invisible Website? How to Make Sure Your Dream Clients Can Actually Find You

Guest Blog Post by Jessica Stegner

You’ve just invested in a stunning new brand shoot (maybe even with Kristina!). You’re finally showing up online in a way that feels like you. Your Instagram grid looks polished, your website got a glow-up, and your new headshots make you feel like a boss.

But, real talk, can your dream clients actually find you?

And once they land on your site… will they know what you do, who you serve, and how to work with you?

That’s where a little behind-the-scenes magic comes in. I’m talking about the structure and messaging on your website, and how it plays a huge role in both attracting new clients and converting them. You’ve probably heard the term SEO (short for search engine optimization), but all it really means is: making your site easy to find and easy to understand.

And when you get the messaging right, your brand works harder for you.

Your Website Needs More Than a Pretty Face

When you’re investing in your brand, the visual side is often the first place to start, and for good reason. Logos, fonts, photography, and colors help you express your personality and make a lasting impression. A great brand photoshoot (like the one Kristina creates!) brings your story to life and helps you show up with confidence across your website, social media, and beyond.

But that’s just one piece of the puzzle. While your visuals set the tone, your website also needs clear, strategic messaging and structure to guide visitors toward working with you. It’s not just a portfolio. It’s a communication tool. One that works best when your visual identity and your words are aligned.

It All Starts With Knowing Your Audience

Before you write a single word on your website, or start thinking about what to name your services or how to structure your homepage, you have to know who you’re speaking to.

Your audience determines everything:

• What problems they’re trying to solve
• What language resonates with them
• What kind of tone and visuals they respond to
• And yes, what they might actually search for when they’re looking for someone like you

That’s why working with a brand photographer like Kristina can be such a powerful step, not just visually, but strategically. Her process helps you dig into how you want to be seen, what sets you apart, and how your clients should feel when they interact with your brand.

That clarity should carry through every word on your website. When you know your audience, your messaging becomes clear, and your site becomes a tool for connection.

The Hero Section: The Most Valuable Real Estate on Your Website

This is where many websites go wrong: trying to be poetic, clever, or mysterious. And while that might work in an Instagram caption, it doesn’t work when someone is scanning your site for answers.

Let’s look at an example.

❌ “Creating everyday magic for soulful entrepreneurs.”

(Lovely… but what does this actually mean?)

Now compare that to:

✅ “Branding photography for creative entrepreneurs in Seattle. Book your session today.”

See the difference? One sounds dreamy, but the other gives immediate clarity. It’s specific. It tells you what’s being offered, who it’s for, and what to do next.

This is especially important if you rely on people finding your business through Google. Search engines (and real people!) need straightforward language that matches what someone might actually type into the search bar, like “branding photographer in Seattle” or “book a brand photoshoot.”

Each Page Needs to Do Its Job

Your homepage isn’t the only place where clear messaging matters. Every page on your site has a role to play. And if you’re trying to grow your business, you want each one to be discoverable and easy to navigate.

If you offer services:

Each service should have its own page. Not just a quick mention on your homepage. That individual page should have:

• A clear headline that names the service
• A short description of who it’s for and what it helps with
• A button or link with what to do next (inquire, book, learn more, etc.)

✅ Example: “Custom Brand Photography Packages for Seattle-Based Entrepreneurs”

If you sell products:

Make sure your collection pages are doing more than just listing items. These pages are also a chance to introduce your brand, highlight the benefits, and connect with your customer’s needs.

❌ “Summer Vibes”

✅ “Natural Skincare for Sun-Soaked Skin: Our Summer Bestsellers, All SPF-Safe”

These small tweaks help both people and search engines understand your site better. The more clear and organized your site is, the easier it is for the right people to find it, and for them to say yes once they’re there.

Final Thoughts

If you’re investing in your branding, don’t stop at the visuals. Take that momentum and bring it into your website too.



Your site should be clear, organized, and built around your audience’s needs. Because when you know who you’re talking to, everything else (your messaging, your structure, and your online visibility) gets easier.

That’s what gets you found. That’s what builds trust. And that’s what turns curious clicks into real clients.

Want to see her branding photos?!

When you download her guide you'll get to see them in action, it is a great example of how to elevate your guides for clients.