January 13, 2025 • 28 mins
What if the key to a high-converting website isn’t selling—but connecting?
In this episode, I chat with Skylar Sustin, a web designer and branding wizard, about how to create a website that resonates with your ideal client and doesn’t just make sales but makes an impact. Skylar breaks down how using brand psychology, personal stories, and authentic design can transform your website into a space that builds trust and inspires your audience to buy—without sleazy sales tactics.
We explore:
- Why connection-focused websites are more effective in the long run
- How to align your design with your brand values
- Practical ways to make your website feel like a true reflection of you
Skylar also shares her favorite strategies for creating emotional engagement that leades to conversions and why storytelling is the true "secret sauce" for standing out online.
Whether you’re refreshing your business website or starting from scratch, this episode is packed with insights to help you build an online presence that resonates, converts, and feels good to share with the world!
Links & References:
- Join us at our next PWR Virtual Speed Networking Event!
- For even deeper connections, check out the Powerful Women Rising Community!
- Connect with Skylar via her website or on Instagram
Loved the episode? Here are four ways you can show your support:
1. Buy me a coffee to show your appreciation!
2. Leave a five-star review
3. DM me on Instagram and let me know
4. Share it with a friend!
Connect with Your Host!
Melissa Snow is a Business Relationship Strategist dedicated to empowering women in entrepreneurship. She founded the Powerful Women Rising Community, which provides female business owners with essential support and resources for business growth.
Melissa's other mission is to revolutionize networking, promoting authenticity and genuine connections over sleazy sales tactics. She runs an incredible monthly Virtual Speed Networking Event which you can attend once at no cost using the code FIRSTTIME
She lives in Colorado Springs with two girl dogs, two boy cats and any number of foster kittens. She loves iced coffee, Taylor Swift, and Threads.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:04):
Welcome to Powerful Women Rising, a podcast for
female entrepreneurs ready to dobusiness their way.
Grab your coffee and join hostMelissa Snow, business
relationship strategist andfounder of the Powerful Women
Rising community, as sheinterviews industry experts and
shares insights on strategy,marketing, mindset and more.
(00:25):
Here you'll find the tools,strategies and inspiration you
need to feel empowered, takebold action in your business and
keep rising.
Speaker 2 (00:35):
Hey everybody, welcome back to another episode
of the Powerful Women RisingPodcast.
I'm your host, melissa Snow,and if you've never been here
before, welcome to my littlecorner of the world.
This is a very happy place tobe.
It reminds me a bit of Threads.
Are you guys on Threads?
I'm on a little bit of aThreads obsession right now.
(00:57):
I just feel like, more than anyother place in social media land
, threads is like very happy,like everyone is really
supportive and nice and okay,not everyone, but like the
majority of people, and it'svery lovely and that's how I
want it to be over here.
That's how it is at our virtualspeed networking events.
That's how it is in the Powerfor Women Rising community.
(01:20):
There is too much negativity inthe world.
There are too many places whereyou don't want to hang out
because people are not nice andyou don't want to feel judged
and you don't want to feel likeyou have to be somebody, that
you're not to be accepted, andyou just want to be you and be
loved and appreciated.
(01:40):
And that's what we're doingover here.
Damn it and appreciated.
And that's what we're doingover here, damn it.
Anyway, if you missed lastweek's virtual speed networking
event you missed out becausethere were so many amazing women
on that call, and I know I saythis every single time, but I
think every single time I'm likethis is the best one we've ever
(02:02):
had.
This is like the most amazinggroup of women we've ever had,
and it's true every single time.
I don't know how that'spossible, but don't worry, we
have another one coming up inFebruary.
We always do these on thesecond Thursday of every month
at 11 am Mountain Time, so youcan mark your calendar from now
(02:22):
until the end of eternity to bewith us the second Thursday of
every month.
I will also put the link in theshow notes, so it'll be super
easy for you to go and sign up.
All right, let's dive intotoday's episode.
Today I am interviewing SkylarSustin.
She is a web designer and weare talking about the importance
(02:42):
of building a website thatconnects and doesn't just sell,
and I was really intrigued bythis idea because, of course, we
all want our websites to sell,right, like.
That's why we're in business.
We need to make money, we needto create clients.
That's what we want to do.
And also, if you're listening tothis podcast, especially if
(03:03):
this is not your first time.
I know that you like me this isnot your first time.
I know that you, like me, arenot just seeing the dollar signs
.
You also want to connect withactual humans.
The work that you do matters toyou in your heart and soul, and
not just in your bank account,and you have that kind of magic
that when you connect withpeople, that is what sells.
(03:25):
So I really love everythingthat she's talking about in this
episode because I think it'sreally going to resonate with
the audience that listens tothis podcast, because I know
that you guys are like me andyou want to connect with people
and you want to sell in a waythat feels good and not
manipulative and sleazy.
So let me introduce you toSkylar Sustin.
(03:46):
As I mentioned, she's a webdesigner and she helps
service-based entrepreneurs whowant to up-level in their
business buildconnection-focused websites that
resonate with their idealclients.
She blends psychology-drivendesign with strategic
storytelling to create engagingonline experiences that foster
trust and drive conversionswithout feeling salesy.
(04:06):
With a passion for empoweringentrepreneurs, skylar transforms
outdated websites into powerfultools for growth.
I know you are going to getsome great tips from this
interview, because I did, andyou're also probably going to
get a few laughs too.
So, without further ado, hereis my interview with Skylar.
Speaker 3 (04:25):
Hello Skylar, welcome to the podcast Hi, thank you
for having me here.
I'm excited to dive into thistoday.
Speaker 2 (04:31):
Yes, I'm so excited to chat with you and, for those
who are listening, who are notwatching the video on YouTube,
you have some beautiful artbehind you.
Did you make that?
Speaker 3 (04:40):
Yes, no, I wish oh.
I was going to be reallyimpressed Everyone always asks
me that, and at this point, Ithink I need to just do that so
I can say yes, because thatwould be so much fun.
Now, all the work, all the artbehind me is mostly from my
favorite artist, georgiaO'Keeffe.
Speaker 2 (04:57):
It's beautiful.
Speaker 3 (04:58):
Yeah they were.
They're cut out from a calendarthat I had a while back.
Speaker 2 (05:07):
Look at you repurposing so smart.
Yes, sustainability, we love it.
Speaker 3 (05:11):
So, before we dive into today's topic tell
everybody a little bit about youand about what you do.
Yeah, so I am a branding andweb designer and I help female
entrepreneurs create a brand andwebsite that actually reflects
the value and the place thattheir website is currently in,
rather than it looking like it'sstuck in 1999.
I focus on using brandpsychology and storytelling to
(05:31):
really create an experience thatallows a business to really
connect with their ideal client,as opposed to something that
just looks like you know whatyou do and who you are and like
you're just trying to sell meand not actually help me.
So that's kind of the bigapproach that I have to that web
design and branding space.
Speaker 2 (05:54):
Love it.
So today we're talkingspecifically about websites and
about how to create a websitethat connects with people rather
than just one that sells, and Ilove this topic.
When you submitted it, I was soexcited to talk to you because
I am always talking about, like,building your business through
connections, right, creatingconnections with people,
(06:15):
building relationships withpeople, and a lot of times when
I talk about networking, peopleassume that just means like at a
networking event or in anetworking group.
But even your website can bepart of your networking strategy
, right?
It can still be a way that youare connecting with other humans
.
So I'm excited for you to shareyour best tips with us about
(06:36):
how we can connect with peopleon our website.
So talk a little bit firstabout what it means to build a
website that is focused onconnection rather than just
selling.
Speaker 3 (06:46):
Yeah, it's.
Websites are really, in myopinion, that aspect of our
business that allows us to go alittle bit deeper with a
potential client, a connection,a referral, whoever that is that
we're wanting to connect with alittle bit deeper than we would
on networking calls, or maybeeven a deeper than social media,
(07:12):
because it's a differentversion of connecting with us in
our business.
And when we create our websites, normally they're that rite of
passage as business owners, whenwe first get started, we think
that we have to have a websitein order to feel or look like a
legit business, right.
But a lot of times when webuild that, we just diy it
(07:32):
really quickly, slap somethingup there or hire someone for
really cheap, and it's justsomething that falls flat on
actually having intention behindit when you're wanting to
connect with whoever you'rewanting to work with, whoever
you're wanting to work with,whoever you're wanting to call
into your world, and so awebsite that really focuses on
connection is pretty muchsurrounding that idea of using
(07:56):
brand psychology andstorytelling.
So how can you understand yourideal client so deeply that you
build a website that allows themto feel so understood and seen
that it wants them, that itencourages them to engage deeper
into your website, into yourworld, and the way that
(08:17):
storytelling comes and plays apart in that is that when we are
connecting, the way that weconnect more deeply is by
sharing stories, is by allowingour experiences to be seen so
that other people can resonatewith us, and that ultimately
builds trust.
And so when we have this ideaof brand psychology and
(08:38):
storytelling and we use that toconnect with that person we're
wanting to connect with and wetell a story for them, it allows
that ideal client to feelunderstood, to feel seen, which
allows them to then feel likethey can trust us, because we're
not just talking about us andthe benefits and the facts and
(09:00):
all that, but we're actuallygetting a little bit deeper and
letting them know that there'smore to our work than just them.
As a money sign is anotherversion of like that connection
piece that's so important on awebsite, and like if you are
struggling with selling or allthat kind of stuff, and you're
just focused on the money, money, money, like.
(09:20):
I see how I've struggled withthis.
I've I've had that perspectivebefore and the thing that makes
the biggest difference isallowing that story to be told,
allowing people to see, almostlike painting the picture.
Another way that I like tothink about that connection
element on a website is your jobis to basically have people's
(09:44):
pain points and desires on yourwebsite and tell the story of
how what you do bridges the gapbetween the two.
So it's not like you'restruggling with this, I can help
you with that, you'restruggling with.
No, it's like what is the storythere?
Paint the picture, and sothat's another version of that
connection.
It's how do you tell a storythat allows them to feel so
understood that they trust youenough to realize that what you
(10:09):
have is a value to them and thatyou actually care for them and
not just you know the money thatthey might be giving you.
Speaker 2 (10:17):
I love all of that, and you just answered the next
question that I was going to askyou because.
I was listening to you talk andI was like that's all fabulous,
I love all of it.
And also, none of us are inbusiness.
I mean, we're all in businessfor a lot of different reasons,
but one of them is to make money.
Right, of course?
Like, yes, let's connect, let'stell stories, let's show
(10:38):
everyone that we are an actualhuman, and also like buy my
thing.
Speaker 1 (10:44):
Right.
Speaker 2 (10:45):
So I love what you said at the end about like tying
the two together, allowing themto trust you, allowing them to
feel like you understand reallyand truly understand where
they're at and what they'restruggling with and what they
want, and that you do know theanswer, and that you value their
experience and them as a human,and their feelings and thoughts
(11:06):
and experiences enough that youare going to make sure that
they get what they came for.
Speaker 3 (11:11):
Yeah, and I mean, in my experience, all of that isn't
disregarding the part that weneed to make sales as a business
owner, right, that in order tohave a business, we have to make
money.
I think it's just a differentapproach that allows us to be
more open-minded to what theentirety of business really is
(11:32):
for, and almost to.
I mean this, and everybody looksat business very differently,
like you said, right, and I knowyou, as you mentioned, like
you're very focused on thatconnection aspect and like how
we can create more of that inour business to kind of help us
grow and other people grow.
And for me, what has always beenthe most effective is seeing
(11:55):
people as people and then seeingthe profit, as you know,
something that comes as a resultof that, which is another
reason why the connection to meis so important and the
intention I put into websites,because it's you know it's there
to help you make money, butthere's always a strategy behind
it, right?
It's not just let me throw allof this, that, all of this
(12:15):
verbiage and copy and words thatI think you as an ideal client
will resonate with, but like howcan we strategically build this
relationship and experience forsomeone so that they're in this
bubble of this bubble of myworld, on their website, to lead
them towards what I want tolead them towards, which is, you
(12:35):
know, the thing that leads tothe money aspect of it.
Speaker 2 (12:38):
Yes, I love that so much.
You're speaking my language.
I.
The smartest thing I ever didwas put on my podcast guest
application.
Is there anyone else you knowwho should be on this podcast?
Because I keep gettingrecommendations for people like
you that are like, so alignedand so like on the connection.
We don't want to be sleazy.
(12:59):
We don't want to manipulatepeople Like I love it.
I love it so much, yeah, okay,so we talked a little bit about
how having a website thatconnects with people helps in
terms of, like, bringing newpeople in.
If they don't know anythingabout you and they stumble upon
your website or someone sends itto them or whatever.
How does having a website thatis focused on connection help
(13:21):
with your client relationshipsand, like, the long-term growth
of your business?
Speaker 3 (13:27):
I love that question.
I see a website as that firststep in a client journey.
So, ultimately, when it comesto creating connection, what I,
what I view it as is, it's thefirst experience someone has of
what it's going to be likeworking with you, right?
(13:48):
If you have a website that is,you know, it's just copy after
copy after copy.
There's no picture of you.
It's just like very muted,neutral colors.
There's no picture of you.
It's just like very muted,neutral colors.
There's no personality there.
Someone is going to go on yourwebsite and view that, interpret
that as what it's like workingwith you and the type of
(14:08):
business that you run, and sothe connection and these
elements of brand psychology andstorytelling allow you to
elicit the emotions you wantsomeone to feel when working
with you, which allows theirjourney as a potential client or
then possibly a client in thefuture, to feel like everything
that you're putting out into theworld is consistent with how
(14:30):
you actually run your businessand how you actually work.
Because if your social media,your website, the way you talk
about your business onnetworking calls is all very
discombobulated and it's notcohesive, that is part of the
client journey and theexperience that someone has and
feeling like you're not someonethey can trust.
(14:50):
And so that connection piece isreally important and the
different ways that we'retalking about this, because it
gives people a insight into theenergy that you know, the type
of person you are and howaligned they are with the
approach that you have.
Like I've had people like go onmy website and say to me like I
could tell how like warm andfriendly and like you know you
(15:14):
are just because of like the waythat your website is.
Or I had a friend that told methey were looking at someone's
website.
They were, they were wanting towork with.
The other day Someone had an adon Instagram.
They're like Ooh, that soundsinteresting, let me go to their
website.
But then they couldn't click onany of the links.
It was just block after block,like black on white, very plain,
(15:34):
and they're like this doesn'tseem like something that you
know they can give me theresults I want, because their
website is just falling flat inthe areas that you know they
should not be one we want to beputting out into the world it
(16:01):
can impact, you know, thepossibility of getting clients
opportunities for speaking.
You know whatever your goalsfor your business are,
especially when you're startingto have, like that insecurity
around sharing your website,because then you're like almost
creating this insecurity arounda part of your, your, your
business that you're wanting tohide, and then that is creating
a disconnect between you knowhow people are perceiving the
(16:25):
way that even you feel confidentin your business, and all of
that goes into the long-termsuccess.
Speaker 2 (16:30):
Yeah, absolutely.
I love what you said aboutconsistency, too, and being able
to see like you're showing upin one place as this person and
you're showing up in anotherplace as another person.
That is not only confusing topeople, but it's also makes it
difficult for them to trust youand trust what you're selling,
and the website for me.
(16:52):
I think when I first started mycurrent business a couple of
years ago, I created a websiteon Canva.
I just needed like a one pagesales page.
I created it myself.
It was fun.
I mean, it was pretty good forme not being a web designer and
it took me a really long time,but it was pretty good and it
(17:13):
worked great for a while.
But then I got to this placewhere I was like, okay, I've got
the podcast over here, I've gotthese events that I do over
here, I've got this sales pagefor this thing, and everything's
just kind of like all over theplace right.
Like nothing is consistent,none of these different things
funnel to the same place, likeeverything is just very random.
(17:35):
And so having your website bethat reflection of like yes,
there are these different thingsthat I do and these different
channels and avenues and waysthat you can work with me, but
it all ties together in thisspace, I think, is really,
really important for people.
Speaker 3 (17:50):
Yeah, and then that also, like I think, goes into
that like business growth thatyou were asking about too, cause
if our, if we're like up, youknow, evolving in our business
and you know we're adding newlevels of it or new layers of it
, but our website is still likeat that first place it was when
we first started started.
(18:15):
That's another thing that I'venoticed happens a lot for people
that ends up holding them backand continuing to grow because
you know they're not letting allthe areas of their business
grow with it and they're justkind of like going with one area
and hoping everything elsefollows, like just magically.
Um, even though, like, awebsite is something that needs
maintenance and it's, you knowit's like a child you have to
needs maintenance and it's, youknow it's like a child you have
(18:36):
to care for in it.
You know you have to mold it,you have to create it and you
have to allow it to grow withwhere you're going.
And if you know you're wantingto get to a certain place in
your business but your website'snot reflecting that, then
there's a lot of you know,inconsistency and struggle that
comes with that, because youknow whether you think you need
(18:57):
a website or not, people arealways going to end up finding
it somehow if it's out in theworld, and so you never know if
that one person who finds it isthe one person that you know
could help you meet your goalfor the month or the year.
And then you end up not gettingthe client because there's an
impression loss or a disconnect.
Speaker 2 (19:16):
So what tips do you have for people who maybe have a
website or they're thinkingabout creating a website and
they want to make sure that itis connection focused rather
than sales focused?
Speaker 3 (19:27):
Yeah, I think one of the biggest things that helps
with this is not skipping thepart about branding before going
into having a website, becauseyour branding, you know the idea
behind, and branding is notjust pretty colors, right, it's
not just you know nice fonts,there's actually a strategy
(19:48):
behind it that allows you, like,the process of the branding
lets you really deeply thinkabout your ideal client, your
strategy, your story, yourvalues, all of the things that
help you have a very clearheadspace when it goes to
picking design choices for awebsite.
One of the biggest things that Ithink a lot of business owners
(20:11):
struggle with when it comes to awebsite is needing to redo it a
lot, or not sure if it's, youknow, actually consistent or
communicating.
You know the value of yourbusiness effectively because
there's not a foundation to kindof go off of, which I think a
lot of the branding strategyhelps with.
(20:31):
And so and again, like thebrand, psychology plays a big
part in, like the certain colorsand you know the way that you
pick certain things, and so Ithink the intention with that
really helps when you're wantingto create more connection on
your website, because you knowthe like backstory behind your
business and who you're tryingto connect with and the goals
(20:52):
behind that, and it helps give alot clearer of an understanding
of okay, I need to choose adesign that communicates warmth
and openness and cohesiveness orcollectiveness.
So I'm probably going to pick acircle, like over a square,
(21:13):
because you know that's going tocommunicate something very
differently.
So knowing what you want tocommunicate before going into
the website, I think, isprobably the most important
piece to actually createsomething that helps connect.
Speaker 2 (21:28):
Yeah, that's very smart.
Have you seen this trend wherepeople are asking ChatGPT to
roast their website?
Speaker 3 (21:35):
I've seen it with Instagram.
I haven't seen it with thewebsite.
Okay, well, I just did itactually shortly before this
call.
Speaker 2 (21:43):
And it's funny because one of the things he's
very rude, for starters, and Idon't believe anything he says,
but one of the first things itsaid was for a company called
Powerful Women Rising.
Your website sure doesn'tpresent you as much of a badass
and I was like, well, that'svery rude but relevant to this
(22:05):
conversation, right, becauseit's so funny.
You want to think about, likehow do you want to be perceived?
What is the feeling that peoplewant to get from you?
And actually I took that as acompliment because I am so like
anti-boss babe, like I myshirt's on backwards half the
time, so I'm not that personthat's like going to have the
pictures on my website of me inmy like two and a half inch
(22:27):
heels and, you know, like beingall fancy, like that's just not
going to happen.
And I love that the business iscalled Powerful Women Rising
because part of the point isshowing like you don't have to
be that person to grow abusiness and be successful and
be a powerful woman.
But it just made me think oflike what is the feeling that
(22:48):
you want people to get right?
Like we go to these websitesthat are all like black and hot
pink and me in my heels andstanding outside my jet, and
like they obviously want you toget a specific feeling and so,
knowing what that is and whatyou're trying to convey not just
the feeling, but also like whatdo you want people to think of
(23:08):
you as a person you know, likewhen you walk into somebody's
house and you look around, it'slike there's generally things
that you can ascertain aboutthem just from looking around
their house.
Speaker 3 (23:18):
I always compare websites to houses.
I always, I always say that Isay like your website is your
virtual home and like yourhomepage is like people entering
the front door, the way thatit's laid out, the chaoticness
or the organization of it, thedesign it's going to give off a
certain feeling of either I'mcomfortable, I could stay here
(23:40):
for a little, or wow, this is amess, I got to get out of here
as soon as possible.
What excuse can I make up?
Speaker 2 (23:46):
Right yeah, chat GPT also told me that my website had
more blocks than a child'splayroom.
Oh, my website.
Speaker 3 (24:02):
That is so funny.
I have to do that after thisand see what happens, because
I'm so intrigued now, I know.
Speaker 2 (24:09):
Well, please go look at my website too, and then send
me a message and be like you,don't have too many blocks.
Speaker 3 (24:15):
Yeah, I mean one thing that like it sounded like
you were saying too that I meanChatGPT.
It's like it's very matter offact, right, and the approach
that this we're talking aboutwith websites is not a matter of
fact.
Like, it's very like it's.
It's cutting into a place thatI don't think ChatGPT can.
It's cutting into a place thatI don't think chat GPT can
(24:40):
conceptualize, because yourdefinition of powerful and
probably the persona of thatyou're trying to elicit, isn't
the same as the definition chatGPT has too.
So it's also like okay, let metake this Then.
That's where that strategy andthe branding and the intention
come from, because then you canbe like okay, well, what was my
actual intention behind powerful?
Like was powerful, like I'm abad-ass, like look at me, like
(25:04):
all that kind of stuff, or is it?
We can be powerful, no matterwhat our stage, you know?
Like all that kind of stuff,and I think that's it's honestly
a really interesting reflectionpiece for us to refocus in our
business too.
Speaker 2 (25:17):
Yeah, absolutely so if people want to connect with
you.
I feel like we could keep goingon about websites for a really
long time, because there's justthere's so much to it.
Right?
There's so much strategy behindwhat pictures you're choosing.
Where are you putting them?
I can't tell you how manywebsites I go to for someone who
is their brand right, like acoach or a consultant or
(25:38):
something like that, and theirpicture's not even anywhere on
the homepage.
Like, what fonts are you using?
How are you talking about it?
What are you saying?
First, what's your headline?
Like, there's so much to it.
So, if people want to know fromthe expert how to best create
their website or how to havetheir website created, what's
the best way for them to contactyou and stay in touch with you?
Speaker 3 (26:01):
Yeah, so I would say email and Instagram are where I
spend the most time.
So my email is just my name,skylar Sustin, at gmailcom, and
then Instagram is also just atSkylar Sustin, which I'm
assuming the spelling willprobably be somewhere in the
podcast notes, and if you'reinterested in just learning more
(26:23):
about my approach or anythinglike that, my website is also
just my name, skylarsustincom.
Speaker 2 (26:29):
Can we go to your website and then roast you?
Speaker 3 (26:31):
Feel free yeah.
Speaker 2 (26:34):
I'm just kidding.
I'm much nicer than chat GPT.
Speaker 3 (26:37):
I'll just tell you it's perfect.
Speaker 2 (26:39):
I love it.
Speaker 3 (26:39):
That's so funny I'll.
I'm going to go to chat GPTafter and and be very interested
in what he says to me.
Speaker 2 (26:45):
Yeah, absolutely, we might have to do a part two.
Speaker 3 (26:48):
Yes, it'd be like, okay, this is what chat GPT said
about my website, and this iswhat ChatGPT said about my
website, and this is what Iagree and don't agree with, or,
wow, like I have a really goodpoint there.
Speaker 2 (26:57):
Yeah, I know we should.
Actually, you're gonna have tocome back in like a week.
Let's do it, okay cool.
Thank you so much for coming onthe podcast.
This has been a great interviewand super helpful information
for people.
I love all the ways to connectwith your potential clients and
your current clients and I justlove everything you're doing, so
(27:18):
thank you.
Speaker 3 (27:19):
Thank you so much and thank you for listening.
Speaker 1 (27:24):
That's a wrap on this week's episode of Powerful
Women Rising.
Thanks for hanging out with us.
If you love the podcast, makesure to subscribe, share it with
a friend, write a review or buyus a coffee.
Your support helps more womenlike you step into their power
and grow their businesses in away that feels real and true to
them.
Want to keep the party going?
(27:44):
Check out the show notes fordetails on our next virtual
speed networking event or joinus in the powerful Women Rising
community.
Until next time, remember thatbuilding a business your way is
the best way.
Welcome to Powerful Women Rising, a podcast for
female entrepreneurs ready to dobusiness their way.
Grab your coffee and join hostMelissa Snow, business
relationship strategist andfounder of the Powerful Women
Rising community, as sheinterviews industry experts and
shares insights on strategy,marketing, mindset and more.
(00:25):
Here you'll find the tools,strategies and inspiration you
need to feel empowered, takebold action in your business and
keep rising.
Speaker 2 (00:35):
Hey everybody, welcome back to another episode
of the Powerful Women RisingPodcast.
I'm your host, melissa Snow,and if you've never been here
before, welcome to my littlecorner of the world.
This is a very happy place tobe.
It reminds me a bit of Threads.
Are you guys on Threads?
I'm on a little bit of aThreads obsession right now.
(00:57):
I just feel like, more than anyother place in social media land
, threads is like very happy,like everyone is really
supportive and nice and okay,not everyone, but like the
majority of people, and it'svery lovely and that's how I
want it to be over here.
That's how it is at our virtualspeed networking events.
That's how it is in the Powerfor Women Rising community.
(01:20):
There is too much negativity inthe world.
There are too many places whereyou don't want to hang out
because people are not nice andyou don't want to feel judged
and you don't want to feel likeyou have to be somebody, that
you're not to be accepted, andyou just want to be you and be
loved and appreciated.
(01:40):
And that's what we're doingover here.
Damn it and appreciated.
And that's what we're doingover here, damn it.
Anyway, if you missed lastweek's virtual speed networking
event you missed out becausethere were so many amazing women
on that call, and I know I saythis every single time, but I
think every single time I'm likethis is the best one we've ever
(02:02):
had.
This is like the most amazinggroup of women we've ever had,
and it's true every single time.
I don't know how that'spossible, but don't worry, we
have another one coming up inFebruary.
We always do these on thesecond Thursday of every month
at 11 am Mountain Time, so youcan mark your calendar from now
(02:22):
until the end of eternity to bewith us the second Thursday of
every month.
I will also put the link in theshow notes, so it'll be super
easy for you to go and sign up.
All right, let's dive intotoday's episode.
Today I am interviewing SkylarSustin.
She is a web designer and weare talking about the importance
(02:42):
of building a website thatconnects and doesn't just sell,
and I was really intrigued bythis idea because, of course, we
all want our websites to sell,right, like.
That's why we're in business.
We need to make money, we needto create clients.
That's what we want to do.
And also, if you're listening tothis podcast, especially if
(03:03):
this is not your first time.
I know that you like me this isnot your first time.
I know that you, like me, arenot just seeing the dollar signs
.
You also want to connect withactual humans.
The work that you do matters toyou in your heart and soul, and
not just in your bank account,and you have that kind of magic
that when you connect withpeople, that is what sells.
(03:25):
So I really love everythingthat she's talking about in this
episode because I think it'sreally going to resonate with
the audience that listens tothis podcast, because I know
that you guys are like me andyou want to connect with people
and you want to sell in a waythat feels good and not
manipulative and sleazy.
So let me introduce you toSkylar Sustin.
(03:46):
As I mentioned, she's a webdesigner and she helps
service-based entrepreneurs whowant to up-level in their
business buildconnection-focused websites that
resonate with their idealclients.
She blends psychology-drivendesign with strategic
storytelling to create engagingonline experiences that foster
trust and drive conversionswithout feeling salesy.
(04:06):
With a passion for empoweringentrepreneurs, skylar transforms
outdated websites into powerfultools for growth.
I know you are going to getsome great tips from this
interview, because I did, andyou're also probably going to
get a few laughs too.
So, without further ado, hereis my interview with Skylar.
Speaker 3 (04:25):
Hello Skylar, welcome to the podcast Hi, thank you
for having me here.
I'm excited to dive into thistoday.
Speaker 2 (04:31):
Yes, I'm so excited to chat with you and, for those
who are listening, who are notwatching the video on YouTube,
you have some beautiful artbehind you.
Did you make that?
Speaker 3 (04:40):
Yes, no, I wish oh.
I was going to be reallyimpressed Everyone always asks
me that, and at this point, Ithink I need to just do that so
I can say yes, because thatwould be so much fun.
Now, all the work, all the artbehind me is mostly from my
favorite artist, georgiaO'Keeffe.
Speaker 2 (04:57):
It's beautiful.
Speaker 3 (04:58):
Yeah they were.
They're cut out from a calendarthat I had a while back.
Speaker 2 (05:07):
Look at you repurposing so smart.
Yes, sustainability, we love it.
Speaker 3 (05:11):
So, before we dive into today's topic tell
everybody a little bit about youand about what you do.
Yeah, so I am a branding andweb designer and I help female
entrepreneurs create a brand andwebsite that actually reflects
the value and the place thattheir website is currently in,
rather than it looking like it'sstuck in 1999.
I focus on using brandpsychology and storytelling to
(05:31):
really create an experience thatallows a business to really
connect with their ideal client,as opposed to something that
just looks like you know whatyou do and who you are and like
you're just trying to sell meand not actually help me.
So that's kind of the bigapproach that I have to that web
design and branding space.
Speaker 2 (05:54):
Love it.
So today we're talkingspecifically about websites and
about how to create a websitethat connects with people rather
than just one that sells, and Ilove this topic.
When you submitted it, I was soexcited to talk to you because
I am always talking about, like,building your business through
connections, right, creatingconnections with people,
(06:15):
building relationships withpeople, and a lot of times when
I talk about networking, peopleassume that just means like at a
networking event or in anetworking group.
But even your website can bepart of your networking strategy
, right?
It can still be a way that youare connecting with other humans
.
So I'm excited for you to shareyour best tips with us about
(06:36):
how we can connect with peopleon our website.
So talk a little bit firstabout what it means to build a
website that is focused onconnection rather than just
selling.
Speaker 3 (06:46):
Yeah, it's.
Websites are really, in myopinion, that aspect of our
business that allows us to go alittle bit deeper with a
potential client, a connection,a referral, whoever that is that
we're wanting to connect with alittle bit deeper than we would
on networking calls, or maybeeven a deeper than social media,
(07:12):
because it's a differentversion of connecting with us in
our business.
And when we create our websites, normally they're that rite of
passage as business owners, whenwe first get started, we think
that we have to have a websitein order to feel or look like a
legit business, right.
But a lot of times when webuild that, we just diy it
(07:32):
really quickly, slap somethingup there or hire someone for
really cheap, and it's justsomething that falls flat on
actually having intention behindit when you're wanting to
connect with whoever you'rewanting to work with, whoever
you're wanting to work with,whoever you're wanting to call
into your world, and so awebsite that really focuses on
connection is pretty muchsurrounding that idea of using
(07:56):
brand psychology andstorytelling.
So how can you understand yourideal client so deeply that you
build a website that allows themto feel so understood and seen
that it wants them, that itencourages them to engage deeper
into your website, into yourworld, and the way that
(08:17):
storytelling comes and plays apart in that is that when we are
connecting, the way that weconnect more deeply is by
sharing stories, is by allowingour experiences to be seen so
that other people can resonatewith us, and that ultimately
builds trust.
And so when we have this ideaof brand psychology and
(08:38):
storytelling and we use that toconnect with that person we're
wanting to connect with and wetell a story for them, it allows
that ideal client to feelunderstood, to feel seen, which
allows them to then feel likethey can trust us, because we're
not just talking about us andthe benefits and the facts and
(09:00):
all that, but we're actuallygetting a little bit deeper and
letting them know that there'smore to our work than just them.
As a money sign is anotherversion of like that connection
piece that's so important on awebsite, and like if you are
struggling with selling or allthat kind of stuff, and you're
just focused on the money, money, money, like.
(09:20):
I see how I've struggled withthis.
I've I've had that perspectivebefore and the thing that makes
the biggest difference isallowing that story to be told,
allowing people to see, almostlike painting the picture.
Another way that I like tothink about that connection
element on a website is your jobis to basically have people's
(09:44):
pain points and desires on yourwebsite and tell the story of
how what you do bridges the gapbetween the two.
So it's not like you'restruggling with this, I can help
you with that, you'restruggling with.
No, it's like what is the storythere?
Paint the picture, and sothat's another version of that
connection.
It's how do you tell a storythat allows them to feel so
understood that they trust youenough to realize that what you
(10:09):
have is a value to them and thatyou actually care for them and
not just you know the money thatthey might be giving you.
Speaker 2 (10:17):
I love all of that, and you just answered the next
question that I was going to askyou because.
I was listening to you talk andI was like that's all fabulous,
I love all of it.
And also, none of us are inbusiness.
I mean, we're all in businessfor a lot of different reasons,
but one of them is to make money.
Right, of course?
Like, yes, let's connect, let'stell stories, let's show
(10:38):
everyone that we are an actualhuman, and also like buy my
thing.
Speaker 1 (10:44):
Right.
Speaker 2 (10:45):
So I love what you said at the end about like tying
the two together, allowing themto trust you, allowing them to
feel like you understand reallyand truly understand where
they're at and what they'restruggling with and what they
want, and that you do know theanswer, and that you value their
experience and them as a human,and their feelings and thoughts
(11:06):
and experiences enough that youare going to make sure that
they get what they came for.
Speaker 3 (11:11):
Yeah, and I mean, in my experience, all of that isn't
disregarding the part that weneed to make sales as a business
owner, right, that in order tohave a business, we have to make
money.
I think it's just a differentapproach that allows us to be
more open-minded to what theentirety of business really is
(11:32):
for, and almost to.
I mean this, and everybody looksat business very differently,
like you said, right, and I knowyou, as you mentioned, like
you're very focused on thatconnection aspect and like how
we can create more of that inour business to kind of help us
grow and other people grow.
And for me, what has always beenthe most effective is seeing
(11:55):
people as people and then seeingthe profit, as you know,
something that comes as a resultof that, which is another
reason why the connection to meis so important and the
intention I put into websites,because it's you know it's there
to help you make money, butthere's always a strategy behind
it, right?
It's not just let me throw allof this, that, all of this
(12:15):
verbiage and copy and words thatI think you as an ideal client
will resonate with, but like howcan we strategically build this
relationship and experience forsomeone so that they're in this
bubble of this bubble of myworld, on their website, to lead
them towards what I want tolead them towards, which is, you
(12:35):
know, the thing that leads tothe money aspect of it.
Speaker 2 (12:38):
Yes, I love that so much.
You're speaking my language.
I.
The smartest thing I ever didwas put on my podcast guest
application.
Is there anyone else you knowwho should be on this podcast?
Because I keep gettingrecommendations for people like
you that are like, so alignedand so like on the connection.
We don't want to be sleazy.
(12:59):
We don't want to manipulatepeople Like I love it.
I love it so much, yeah, okay,so we talked a little bit about
how having a website thatconnects with people helps in
terms of, like, bringing newpeople in.
If they don't know anythingabout you and they stumble upon
your website or someone sends itto them or whatever.
How does having a website thatis focused on connection help
(13:21):
with your client relationshipsand, like, the long-term growth
of your business?
Speaker 3 (13:27):
I love that question.
I see a website as that firststep in a client journey.
So, ultimately, when it comesto creating connection, what I,
what I view it as is, it's thefirst experience someone has of
what it's going to be likeworking with you, right?
(13:48):
If you have a website that is,you know, it's just copy after
copy after copy.
There's no picture of you.
It's just like very muted,neutral colors.
There's no picture of you.
It's just like very muted,neutral colors.
There's no personality there.
Someone is going to go on yourwebsite and view that, interpret
that as what it's like workingwith you and the type of
(14:08):
business that you run, and sothe connection and these
elements of brand psychology andstorytelling allow you to
elicit the emotions you wantsomeone to feel when working
with you, which allows theirjourney as a potential client or
then possibly a client in thefuture, to feel like everything
that you're putting out into theworld is consistent with how
(14:30):
you actually run your businessand how you actually work.
Because if your social media,your website, the way you talk
about your business onnetworking calls is all very
discombobulated and it's notcohesive, that is part of the
client journey and theexperience that someone has and
feeling like you're not someonethey can trust.
(14:50):
And so that connection piece isreally important and the
different ways that we'retalking about this, because it
gives people a insight into theenergy that you know, the type
of person you are and howaligned they are with the
approach that you have.
Like I've had people like go onmy website and say to me like I
could tell how like warm andfriendly and like you know you
(15:14):
are just because of like the waythat your website is.
Or I had a friend that told methey were looking at someone's
website.
They were, they were wanting towork with.
The other day Someone had an adon Instagram.
They're like Ooh, that soundsinteresting, let me go to their
website.
But then they couldn't click onany of the links.
It was just block after block,like black on white, very plain,
(15:34):
and they're like this doesn'tseem like something that you
know they can give me theresults I want, because their
website is just falling flat inthe areas that you know they
should not be one we want to beputting out into the world it
(16:01):
can impact, you know, thepossibility of getting clients
opportunities for speaking.
You know whatever your goalsfor your business are,
especially when you're startingto have, like that insecurity
around sharing your website,because then you're like almost
creating this insecurity arounda part of your, your, your
business that you're wanting tohide, and then that is creating
a disconnect between you knowhow people are perceiving the
(16:25):
way that even you feel confidentin your business, and all of
that goes into the long-termsuccess.
Speaker 2 (16:30):
Yeah, absolutely.
I love what you said aboutconsistency, too, and being able
to see like you're showing upin one place as this person and
you're showing up in anotherplace as another person.
That is not only confusing topeople, but it's also makes it
difficult for them to trust youand trust what you're selling,
and the website for me.
(16:52):
I think when I first started mycurrent business a couple of
years ago, I created a websiteon Canva.
I just needed like a one pagesales page.
I created it myself.
It was fun.
I mean, it was pretty good forme not being a web designer and
it took me a really long time,but it was pretty good and it
(17:13):
worked great for a while.
But then I got to this placewhere I was like, okay, I've got
the podcast over here, I've gotthese events that I do over
here, I've got this sales pagefor this thing, and everything's
just kind of like all over theplace right.
Like nothing is consistent,none of these different things
funnel to the same place, likeeverything is just very random.
(17:35):
And so having your website bethat reflection of like yes,
there are these different thingsthat I do and these different
channels and avenues and waysthat you can work with me, but
it all ties together in thisspace, I think, is really,
really important for people.
Speaker 3 (17:50):
Yeah, and then that also, like I think, goes into
that like business growth thatyou were asking about too, cause
if our, if we're like up, youknow, evolving in our business
and you know we're adding newlevels of it or new layers of it
, but our website is still likeat that first place it was when
we first started started.
(18:15):
That's another thing that I'venoticed happens a lot for people
that ends up holding them backand continuing to grow because
you know they're not letting allthe areas of their business
grow with it and they're justkind of like going with one area
and hoping everything elsefollows, like just magically.
Um, even though, like, awebsite is something that needs
maintenance and it's, you knowit's like a child you have to
needs maintenance and it's, youknow it's like a child you have
(18:36):
to care for in it.
You know you have to mold it,you have to create it and you
have to allow it to grow withwhere you're going.
And if you know you're wantingto get to a certain place in
your business but your website'snot reflecting that, then
there's a lot of you know,inconsistency and struggle that
comes with that, because youknow whether you think you need
(18:57):
a website or not, people arealways going to end up finding
it somehow if it's out in theworld, and so you never know if
that one person who finds it isthe one person that you know
could help you meet your goalfor the month or the year.
And then you end up not gettingthe client because there's an
impression loss or a disconnect.
Speaker 2 (19:16):
So what tips do you have for people who maybe have a
website or they're thinkingabout creating a website and
they want to make sure that itis connection focused rather
than sales focused?
Speaker 3 (19:27):
Yeah, I think one of the biggest things that helps
with this is not skipping thepart about branding before going
into having a website, becauseyour branding, you know the idea
behind, and branding is notjust pretty colors, right, it's
not just you know nice fonts,there's actually a strategy
(19:48):
behind it that allows you, like,the process of the branding
lets you really deeply thinkabout your ideal client, your
strategy, your story, yourvalues, all of the things that
help you have a very clearheadspace when it goes to
picking design choices for awebsite.
One of the biggest things that Ithink a lot of business owners
(20:11):
struggle with when it comes to awebsite is needing to redo it a
lot, or not sure if it's, youknow, actually consistent or
communicating.
You know the value of yourbusiness effectively because
there's not a foundation to kindof go off of, which I think a
lot of the branding strategyhelps with.
(20:31):
And so and again, like thebrand, psychology plays a big
part in, like the certain colorsand you know the way that you
pick certain things, and so Ithink the intention with that
really helps when you're wantingto create more connection on
your website, because you knowthe like backstory behind your
business and who you're tryingto connect with and the goals
(20:52):
behind that, and it helps give alot clearer of an understanding
of okay, I need to choose adesign that communicates warmth
and openness and cohesiveness orcollectiveness.
So I'm probably going to pick acircle, like over a square,
(21:13):
because you know that's going tocommunicate something very
differently.
So knowing what you want tocommunicate before going into
the website, I think, isprobably the most important
piece to actually createsomething that helps connect.
Speaker 2 (21:28):
Yeah, that's very smart.
Have you seen this trend wherepeople are asking ChatGPT to
roast their website?
Speaker 3 (21:35):
I've seen it with Instagram.
I haven't seen it with thewebsite.
Okay, well, I just did itactually shortly before this
call.
Speaker 2 (21:43):
And it's funny because one of the things he's
very rude, for starters, and Idon't believe anything he says,
but one of the first things itsaid was for a company called
Powerful Women Rising.
Your website sure doesn'tpresent you as much of a badass
and I was like, well, that'svery rude but relevant to this
(22:05):
conversation, right, becauseit's so funny.
You want to think about, likehow do you want to be perceived?
What is the feeling that peoplewant to get from you?
And actually I took that as acompliment because I am so like
anti-boss babe, like I myshirt's on backwards half the
time, so I'm not that personthat's like going to have the
pictures on my website of me inmy like two and a half inch
(22:27):
heels and, you know, like beingall fancy, like that's just not
going to happen.
And I love that the business iscalled Powerful Women Rising
because part of the point isshowing like you don't have to
be that person to grow abusiness and be successful and
be a powerful woman.
But it just made me think oflike what is the feeling that
(22:48):
you want people to get right?
Like we go to these websitesthat are all like black and hot
pink and me in my heels andstanding outside my jet, and
like they obviously want you toget a specific feeling and so,
knowing what that is and whatyou're trying to convey not just
the feeling, but also like whatdo you want people to think of
(23:08):
you as a person you know, likewhen you walk into somebody's
house and you look around, it'slike there's generally things
that you can ascertain aboutthem just from looking around
their house.
Speaker 3 (23:18):
I always compare websites to houses.
I always, I always say that Isay like your website is your
virtual home and like yourhomepage is like people entering
the front door, the way thatit's laid out, the chaoticness
or the organization of it, thedesign it's going to give off a
certain feeling of either I'mcomfortable, I could stay here
(23:40):
for a little, or wow, this is amess, I got to get out of here
as soon as possible.
What excuse can I make up?
Speaker 2 (23:46):
Right yeah, chat GPT also told me that my website had
more blocks than a child'splayroom.
Oh, my website.
Speaker 3 (24:02):
That is so funny.
I have to do that after thisand see what happens, because
I'm so intrigued now, I know.
Speaker 2 (24:09):
Well, please go look at my website too, and then send
me a message and be like you,don't have too many blocks.
Speaker 3 (24:15):
Yeah, I mean one thing that like it sounded like
you were saying too that I meanChatGPT.
It's like it's very matter offact, right, and the approach
that this we're talking aboutwith websites is not a matter of
fact.
Like, it's very like it's.
It's cutting into a place thatI don't think ChatGPT can.
It's cutting into a place thatI don't think chat GPT can
(24:40):
conceptualize, because yourdefinition of powerful and
probably the persona of thatyou're trying to elicit, isn't
the same as the definition chatGPT has too.
So it's also like okay, let metake this Then.
That's where that strategy andthe branding and the intention
come from, because then you canbe like okay, well, what was my
actual intention behind powerful?
Like was powerful, like I'm abad-ass, like look at me, like
(25:04):
all that kind of stuff, or is it?
We can be powerful, no matterwhat our stage, you know?
Like all that kind of stuff,and I think that's it's honestly
a really interesting reflectionpiece for us to refocus in our
business too.
Speaker 2 (25:17):
Yeah, absolutely so if people want to connect with
you.
I feel like we could keep goingon about websites for a really
long time, because there's justthere's so much to it.
Right?
There's so much strategy behindwhat pictures you're choosing.
Where are you putting them?
I can't tell you how manywebsites I go to for someone who
is their brand right, like acoach or a consultant or
(25:38):
something like that, and theirpicture's not even anywhere on
the homepage.
Like, what fonts are you using?
How are you talking about it?
What are you saying?
First, what's your headline?
Like, there's so much to it.
So, if people want to know fromthe expert how to best create
their website or how to havetheir website created, what's
the best way for them to contactyou and stay in touch with you?
Speaker 3 (26:01):
Yeah, so I would say email and Instagram are where I
spend the most time.
So my email is just my name,skylar Sustin, at gmailcom, and
then Instagram is also just atSkylar Sustin, which I'm
assuming the spelling willprobably be somewhere in the
podcast notes, and if you'reinterested in just learning more
(26:23):
about my approach or anythinglike that, my website is also
just my name, skylarsustincom.
Speaker 2 (26:29):
Can we go to your website and then roast you?
Speaker 3 (26:31):
Feel free yeah.
Speaker 2 (26:34):
I'm just kidding.
I'm much nicer than chat GPT.
Speaker 3 (26:37):
I'll just tell you it's perfect.
Speaker 2 (26:39):
I love it.
Speaker 3 (26:39):
That's so funny I'll.
I'm going to go to chat GPTafter and and be very interested
in what he says to me.
Speaker 2 (26:45):
Yeah, absolutely, we might have to do a part two.
Speaker 3 (26:48):
Yes, it'd be like, okay, this is what chat GPT said
about my website, and this iswhat ChatGPT said about my
website, and this is what Iagree and don't agree with, or,
wow, like I have a really goodpoint there.
Speaker 2 (26:57):
Yeah, I know we should.
Actually, you're gonna have tocome back in like a week.
Let's do it, okay cool.
Thank you so much for coming onthe podcast.
This has been a great interviewand super helpful information
for people.
I love all the ways to connectwith your potential clients and
your current clients and I justlove everything you're doing, so
(27:18):
thank you.
Speaker 3 (27:19):
Thank you so much and thank you for listening.
Speaker 1 (27:24):
That's a wrap on this week's episode of Powerful
Women Rising.
Thanks for hanging out with us.
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