If you’re too afraid to put your face on your website, we need to talk.

Look, I get it. Putting yourself out there can feel awkward. What if people judge you? What if you don’t look “professional” enough? What if your story isn’t interesting? What if being you puts people off? But here’s the truth: people connect with people, so you need to get comfortable with it.

Your dream clients want to know *who* they are buying from and the more personal your website feels, the more trustworthy you become and the more likely the are to buy.

The psychology behind why people buy from people.

Humans are wired for connection. Since the dawn of time, we’ve formed relationships, built trust and made decisions based on personal interactions. Even in today’s online world, that fundamental need for connection hasn’t changed (it’s why we will always have one up on the robots).

Here’s why showing up as yourself on your website makes a huge difference:

✅ The know, like and trust factor
People buy from brands they know, like and trust. When they see your face, read your story and feel your personality through your words, they start to feel like they know you. That familiarity breeds trust and makes them more likely to choose you over a competitor.

✅ Emotional connection drives decisions
Buying decisions are emotional before they are logical. Studies show that emotions influence up to 95% of our purchasing decisions. When someone feels a personal connection to you, they are more likely to invest in your products or services - not just because of what you offer but because of how you make them feel.

✅ Authenticity creates loyalty
Consumers today can smell inauthenticity from a mile away. If your website feels too polished, too generic or too impersonal, it can actually push people away. But when you show up as yourself, sharing your quirks, your values and your experiences, you attract people who truly resonate with you. And that creates loyal, long-term customers.

Why showing up on your website matters

I was completing a website audit for a client recently (a website that I didn’t design) and there was zero mention of who they were and just one tiny photograph showing their face. They didn’t have any personal stories or anecdotes… not even an about page. The whole thing just felt really cold.

As a potential customer landing on that website, there was nothing that would make me want to get in touch. There was nothing to draw me in. Nothing I could relate to. Nothing to build trust. Nothing that made this business stand out from others.

Because, let’s face it. There are probably a ton of people out there offering similar services to you. Similar offerings, similar prices, similar results. So why would someone choose you?

They will choose you because of YOU.

They will be drawn to the way you speak and the words that you use. They will relate to that funny story you shared on your about page. They will be invested in your story and your mission. They will love your branding photography. They will love your vibe. They will *feel* something about you and who you are and they will know that you are their person.

It’s all of this that will make them want to work with you over the competition.

How to infuse you into your website.

Ready to inject a bit of you into your website? Here are 6 quick and easy to steps to start building a brand that feels way more personal and authentically you.

1️⃣ Put your face on your website
This is non-negotiable. Whether it’s a smiling headshot, a behind-the-scenes snap or an action shot of you doing what you love - your audience needs to see you. People want to work with someone they feel like they know. I’d recommend investing in a branding shoot so that you have a bank of professional photographs to use across your website and marketing. It’s such a good investment and one that will pay for itself time and time again.

2️⃣ Write like you talk
Ditch the robotic, corporate speak. It doesn’t do anything for anyone. Your website should sound like you. If you say “hey” instead of “hello,” then say “hey.” If you’ve got a dry, sarcastic sense of humour, let that shine through. Your ideal clients will appreciate your authenticity and will be drawn to the way you talk (and if they aren’t, then they aren’t your people).

3️⃣ Tell your story
How did you get started? What’s your mission? Share a bit about your journey. People love a good story and it helps them feel connected to you on a personal level.

4️⃣ Show some personality
What makes you you? Maybe you love Yorkshire Tea, have an obsession with house plants or dream of running a marathon. Sprinkle these little details throughout your website. It makes your brand feel alive and personal, rather than just another faceless business.

5️⃣ Use video to deepen the connection
A short welcome video on your homepage or an intro video on your about page can make visitors feel like they’ve met you in person. Seeing your expressions, hearing your voice and feeling your energy helps build that all-important trust factor even faster.

6️⃣ Engage with your audience beyond the website
Your website is just one part of your online presence. Showing up as your true self on social media, writing blog posts in your unique voice and interacting with your audience in a genuine way will all help to strengthen your brand. The more consistent you are in showing up as yourself everywhere, the stronger your brand becomes.

The science behind personal branding

Psychologists have long studied the mere exposure effect - the idea that the more we see something (or someone), the more we like and trust it. This is why personal branding is so powerful. The more often potential customers see your face, hear your voice and read your words, the more they begin to trust you.

Another concept is social proof. People feel more comfortable making decisions when they see others doing the same. When you share personal testimonials, behind-the-scenes moments and glimpses of your life, you reinforce that trust and credibility.

Ready to show up?

It’s time to stop hiding and start showing up as the awesome, talented, one-of-a-kind biz owner that you are. You got this.