The Ultimate Guide to Creating a High-Impact Website for Small Businesses

Are you a small business owner looking to elevate your online presence with a powerful, personality-driven website that attracts and converts clients? Branding and web designer Skylar Sustin specializes in helping service providers turn outdated websites into vibrant, client-focused platforms. Skylar’s approach integrates psychology-driven design and clear brand messaging to make websites memorable and impactful.

We had a chance to sit down with Skylar to dive into her journey, the passion behind her work, and her best advice for creating a brand and website that resonates. Take a look at her insights below!

1. Can you briefly introduce yourself and what you do for those who may not be familiar with your work?

I'm a branding and web designer who helps service providers transform their outdated websites into a captivating, psychology-driven online presence that connects and converts their ideal clients.

2. What inspired you to get started in your field, and what continues to drive your passion? 

It took me a while to uncover the passion I now have for web design. It wasn't something I knew I would fall so in love with until I let old versions of myself go. Truthfully, the journey to web design really started when I was looking towards a completely different direction: coaching and social media management. During this time, I had built a few websites here and there and was consistently (1) impressed with how effortless it was for me to do and (2) how lost I would get in the process of it - that flow state. I got to a point where I was faced with a decision that felt like I could either choose a path with a dead end (coaching) or move down one with endless possibilities for growth (web design). I chose the latter, which is how I got to where I am today, sharing this story with you. If I close my eyes and think about this path I chose, I feel such a sense of peace and excitement. A feeling of purpose that almost makes me emotional. This is what continues to drive my passion—reconnecting with this feeling and remembering that what I do is so much bigger than myself. Web design found me for a reason.

3. Why is website design (and a good brand message) important for a company? 

Web design & a good brand message is EVERYTHING for a company! Your brand is the foundation of your business, and a website is what houses that in the online world (aside from social media). It's really hard to build a business that your ideal client can trust without either of these being completely aligned with the current level of your business. Your brand message also gives you important information about how to design your website. For example, if you want to communicate that you are a fun and empowering brand, more muted or neutral colors aren't going to be your best design choice to communicate that. Every element of your web design needs to be aligned with that brand message to build an environment where your ideal client feels safe & understood. If you just build a website because you think you need one to be a "legit" company, that won't help you grow your business.

4. What are the top 3-5 tips you’d give a small business owner or brand looking for website support? What should they know? 

To build an intentional website that helps your business grow, you need to have your branding in place beforehand. That includes the visuals such as colors, fonts, graphics, etc., and the strategy behind the brand.

Your website is an energy exchange with whoever comes across it. It's important to think about the environment you want to create for your ideal client and the impression you want them to have of your business as they are exploring it.

TELL A STORY! Websites that just say who you are and what you do won't make you stand out in your industry. You can use storytelling through both copy and design.

5. What are your favorite website platforms for small business owners? 

Honestly, this really depends on what your business is and what purpose you want your website to serve. As a designer, my favorite platforms are Squarespace, Wix, and Kajabi; all of which are pretty user-friendly. The biggest differences between these three are the design flexibility, pricing, and built-in resources. Wix gives you the most freewill with design, is affordable, and has a lot of built-in resources such as email marketing, courses, selling, and scheduling. Kajabi is on the pricier side but is great for anyone with courses and membership programs to streamline their automations and wants one place for everything. I see Squarespace as a middle space between the two! Still lots of design flexibility but not as many built-in resources.

6. Where do you see your niche heading in the next few years? Will web design continue like it is, or will it change? 

With the push of AI into almost everything these days, website platforms have also started doing the same thing, which I think could have the biggest impact on this niche over the years depending on how it develops. However, I think what this does is make it easier for people to DIY their website when they are first starting, but it doesn't actually replace the need for web designers who tend to go deeper than a website that says "who you are & what you do" (like I do). I think the need to create a brand and website for your business won't really change. The only thing that might truly shift is the technology in which we are able to create that.

7. What’s the best piece of advice you’ve ever received, and how has it impacted your journey? 

"Evolution is a part of business. Without it, our businesses wouldn't grow." As someone who has always fought the discomfort of uncertainty, this piece of advice is what helped me feel safer about making the decision to change businesses based on what was more exciting to me. It also helps me navigate fear and surrender to the transitions we go through both personally and professionally.

8. How can people connect with you or learn more about your work? 

The best way to connect with me is either on my Instagram @skylarsustin or email me at [email protected]. You can also learn more about my work at skylarsustin.com.