Most business owners start with the wrong question: What platform should I use? In this episode, we flip that thinking on its head. Ken breaks down why the real question should be: What am I trying to achieve—and who am I trying to reach?

From DIY builders like Wix and Squarespace to niche industry platforms and open-source tools like WordPress, we explore the strengths and traps of each. But more importantly, we expose how superficial choices—like picking a web company based on a friend’s referral or a good-looking portfolio—often lead to sites that look polished but fall flat in performance.

Learn how to qualify a real web professional, why goal-driven design matters more than flashy templates, and how the right strategy can transform your website from a digital brochure into a business tool that builds trust, drives action, and grows with you.

Because the truth is simple: pretty doesn’t convert—strategy does.

The Truth About Building a Business Website That Actually Works

In the age of AI and website builders galore, launching a site is easier than ever. But building a website that truly works for your business—that drives growth, builds trust, and aligns with your goals—still takes serious expertise.

This guide walks through what makes a business website effective, why so many fail, and how to choose the right path forward.

Why Most Business Websites Miss the Mark

Purpose First, Not Design

Too often, business owners start with a template or a freelancer before defining what the site is supposed to do. Is the goal to generate leads? Sell a product? Build authority? Without that clarity, you’re just throwing digital spaghetti at the wall.

Starting with strategy and goals is key. Design comes after.

Know Your Audience

Design choices—from colors and fonts to page layout—should depend on your target demographic. A website for retirees shouldn’t look like one targeting Gen Z. If your designer isn’t asking about your audience, you’re missing a crucial piece of the puzzle.

Trust and Credibility Matter More Than Ever

In a world flooded with AI-generated content and deepfakes, trust is the new currency.

Your website needs real, human-written content. If you rely solely on AI or generic blog spam, visitors will bounce—and you’ll lose credibility. Show real photos. Share real stories. Speak like a human.

Conversion is the ultimate goal—whether it’s a booking, a lead, or a sale. But building trust comes first.

The ABCDs of Marketing (Still Relevant)

• Attention: Capture it fast.
• Branding: Be consistent and clear.
• Connection: Speak to their needs, not yours.
• Direction: Give a clear next step (CTA).

Breaking Down the Website Options

DIY Builders (Wix, Squarespace)

These platforms are built around simplicity. Their pitch: “You’re smart. You can do this yourself.” And while it’s true anyone can publish a site, the real question is—does it work?

The Appeal:

• Low cost
• Easy templates
• Full control (in theory)

The Risks:

• Locked into their system
• Limited flexibility for SEO, design, and customization
• Hard to scale or pivot as your business grows

LISTEN NOW: