I still don’t have a website

Guess what?

I’m five weeks into building my solo business from scratch.

And do you know what I’ve thought about the most?

It’s not my branding.

It’s not my website (still don’t have one, lol).

It’s not my logo, my colour palette (slight lie as I have tweaked this recently because I am still me), or whether it’s time to get new headshots where I pretend to laugh at nothing.

What I’ve actually thought about most is my future client’s experience.

Because you know what they say… you can take the experience designer out of the job title. But you can’t take the experience designer out of the girl.

Here’s what I see happen all the time: People spend months creating a mediocre website because they want to feel like a real business owner. They polish boring copy that could belong to literally anyone. They obsess over fonts like they’re choosing a baby name.

And then they wonder why no one buys.

I knew I’d fall into that trap if I started with my website. So I didn’t.

Instead, I focused on getting something real out into the world, and designing a warm, thoughtful experience for the first people who stepped in.

For anyone new here (hi, welcome, please reply and introduce yourself), I’m a facilitator, coach and speaker. I’ve been coaching on the side for years and this year I decided to make it a core part of what I offer.

I could have gone hard on selling what I’m already known for to build up my income - culture workshops, leadership talks, the “safe” stuff.

But that’s not who I am anymore.

So I launched my first ever coaching container instead.

No fancy website. No ad spend. No complicated funnel.

And it sold out in less than three weeks.

Not because I’m magic (or maybe??? 👀). But because I’d already built the experience that led to it.

Here’s the actual tea.

No one wakes up one morning and suddenly trusts you with their money, time and vulnerability.

They warm up. They observe. They clock your patterns. They notice whether you say what you mean.

When I opened the container, I wasn’t introducing something new. I was formalising something people had already felt.

The sale didn’t happen when I launched. It happened months before.

Here’s how I did it:

• Almost a year ago, I started this newsletter, hinting at the pivot that was coming. This has been quietly building trust with almost 250 of you since then.

• When I left my previous business and went on sabbatical, I committed to one reel a week on Instagram. Not to go viral but to be visible in my rebuilding phase on a D2C (direct to consumer) channel.

• Once I was back from my Sabby T, I created a simple Notion page to get something out there and into the hands of my ideal clients. No flashy website, just clear info.

• I designed the structure and flow of my chemistry calls, focusing on how I want people to feel after, because I never want someone to feel assessed or sold to. I want them to feel safe and seen.

• I built an onboarding experience and a coaching hub so that when someone said yes, they felt held immediately, not like they’d just been flung into a Google Drive abyss.

• And then I showed up consistently (not constantly). Two newsletters. Four LinkedIn posts. A handful of reels and stories.

I didn’t go crazy creating noise, but I knuckled down on clarity and care.

Most people focus on optics. Very few focus on experience.

But if you want people to buy from you, work with you, follow you, approve your proposal, or trust your leadership then stop obsessing over how it looks and start obsessing over how it feels.

Before, during and after.

How do people first encounter you?
What happens when they lean in?
Do they feel safe? Clear? Considered?
Or confused and mildly pressured?

Experience builds trust. Trust drives action.

This applies whether you’re building a solo business, leading a team, pitching an idea, or trying to influence a room.

The better the experience, the less you have to convince.

And convincing people is exhausting. I’m not interested in being exhausted. Ew, not for me.

Now it’s your turn: Where are you faffing around with polish… when what actually needs attention is the experience?

Or, if that feels too confronting: What’s one tiny tweak you could make this month that would make the experience of working with you feel 10% better?

Small shifts. Big impact.

And if you missed out on coaching with me this time around and want first dibs next time, you'll hear about future launches first right here in this newsletter!

Sending love,
Nat x