A recent client conversation reminded me of a truth too many business owners overlook—a website can’t fix a business that struggles to get in front of the right people.

One of the questions I ask during my discovery calls is, why now? Why are you looking to upgrade the website right now? The answer to this is telling. It usually provides insight into what problem they think the website is going to solve.

No one updates their website just because. Founders are busy trying to run a business, so when it’s time to do the website, there is a reason.

Your website acts as an amplifier in your business. It’s not a solution, but it amplifies what you already have.

If you have poor messaging, the website will amplify that. Offers that don’t connect with your target audience, the website will amplify that. A sales process that isn’t aligned with your marketing, the website will amplify it.

So if your website isn’t meant for lead generation, what’s it for?

Building trust. This is often overlooked and when you mess this up, it’s detrimental to your business. How you position your website can make or break it’s success.

The rise of AI in the digital space is making it hard for your customers to know who they can trust. Sadly, it’s at an all-time low.

This is your website’s superpower. When you understand how to build trust with your ideal clients through your website, your business will grow. Because people buy with their hearts, not their heads. And if your visitors can immediately trust you—it makes you stand out.

So what does this look like practically?

First, you must have a clear understanding of your ideal customer—before you even think about how you position your website.

What are their likes, dislikes, what motivates them? Why do they believe what they believe? Who are they not? There is gold in these answers.

If you understand their problems and pain points, they will believe you know how to fix them. Making you their only choice—eliminating your competitors.

So the next time you think about your marketing as a founder, ask yourself—are these actions building trust or tearing it down?