How to create a warm and welcoming website

Vanesse M. Website Building.

It’s no secret that we do business with people we like and trust, which is why creating a warm online presence is so important.

I’m going to take a wild guess and say that you:

  • You enjoy creating authentic connections with your dream clients and audience
  • You care deeply about them and want them to feel seen, heard and understood,
  • And you want them to have crystal clear clarity around how you can help them.

If you’re nodding along to all of this, then as a business owner, you most likely want to establish a warm connection right from the start, even before you meet them face-to-face or virtually.

Since your website is usually the first stop for your dream clients to get to know you better, I’m got some tips to help you create a warm and welcoming website that makes your dream clients feel connected to you.

1. Speak to your dream client like a friend

Imagine that you are sitting in a cosy room with one of your friends, with a drink in your hand and you are talking to them about your business, what you do and how you do it differently.

Now, let’s compare that to how you’d talk to an old work colleague who you weren’t close to. It would be a totally different vibe, right?

Creating a warm and welcoming website includes how you talk to your dream clients on your website. In the branding universe, this is known as your brand voice and brand tone.

So looking at your copy, is it warm and inviting?

Think about it this way: If your dream client met you on a sales call, would they feel like your website copy represented you or your brand well, or would there be a noticeable gap?

Here’s a tip that I find quite handy:

Whenever I write website copy (and this can also apply to social media content as well), I like to pause before starting, close my eyes and ask myself, “If I was talking to a friend, what would I say or how would I describe [X]. “

And once I’m done I go back and review it, usually after a day, to double-check that it sounds like I’m talking to a friend.

Also, don’t be afraid to use words you use in your everyday life. Allowing your copy to sound more “human” and have more personality is what will make you relatable to your dream client and make them warm up to you.

2. Avoid doing this one thing that can immediately alienate your dream clients

Years ago, when I was still job-hunting there was a company website that I visited because when you’re prepping for a job interview you want to make sure that you’re well prepared.

But let me tell you, even after reading the website three times, I was feeling seriously confused and frustrated.

Because I could not understand more than 80% of what was on the website. And it’s important that we don’t do this on our websites.

Cause think about it, if you’re looking for a service provider or a coach or mentor, you’re probably not going to want to read the website that makes you feel like you have to pull out a dictionary to understand what they’re trying to say.

Insider talk or industry jargon is the fastest way to alienate your website visitors.

So here’s what to do instead:

Start by making a list of all those industry-specific words and terms you’re familiar with. Then, take a moment to notice the industry-specific words your competitors or peers often use online. Once you’ve got that, it’s time to go back to your own website and switch things up.

Replace those industry-specific words with language that resonates with people outside your industry.

For example, if you’re a coach, your audience might not connect with “I help you overcome your limiting beliefs”.Instead, try using more practical statements that speak to their everyday experiences. Something like:

“I help you navigate the challenges of being a mompreneur and find a balance that works for you and your family, so you can build a thriving business and be a present and engaged parent.”

or “I help you set boundaries and prioritize your time and energy, so you can balance your business, family, and personal life with ease.”

A Bonus Tip

Here’s a little test you can try to see how easily understandable your website is: Share your website with someone who knows nothing about your industry. Ask them for honest feedback and see what parts they can understand and what parts confuse them.

It’s a great way to get an outsider’s perspective and identify any areas where you might be using industry-specific language that doesn’t resonate with a wider audience.

3. Be intentional about being diverse and inclusive

When people feel included or feel seen, it creates this level of safety that makes it easier for them to take the next step to work with you.

For example, as a black person, when I want to go somewhere new, like a restaurant or a hotel, I look for reviews given by people who look like me, because I don’t want to find myself somewhere where people like me are rejected or discriminated against, which unfortunately is still a thing today.

And as a woman, when I enter into a business space that has other women, I feel included. I feel represented.

And this is why inclusivity matters. By making people feel included, you are creating a safe and welcoming environment.

So how you can be more inclusive?

Here are some quick tips:

  1. If you use images on your website, include a diverse group of people. Even if you don’t use stock photos or currently have a diverse team, you can portray diversity through your testimonial section by using the images of your past clients (with their permission of course).
  2. If you don’t use images, then add a short statement on your website that expresses that you value inclusion and diversity. You can add it in your footer which is at the bottom of your website or you can add it on your ‘About’ page.

4. Let your personality come through cause your dream clients want to get to know the real you

Have you ever felt like being yourself as a business owner was unprofessional? Like people would probably not take you seriously? That is a fear alot of people have and understandably so, because we all want to put our best foot forward at all times.

But this can make it difficult for us to express what makes us different on our websites. And many websites usually have this corporate feel that doesn’t feel warm or welcoming.

Instead, it feels cold or robotic.

If you’re going to create a website that is the opposite of that, it starts with allowing your personality to come across.

You can do this by:

  1. Telling your story. I’m not just referring to your business story—this goes beyond that. It’s about sharing the story that gives people a real peek into the person behind the brand.  When you open up and share your personal journey (only if you feel safe to do so), you are inviting people to connect with you on a much deeper level.
  2. Using photos that allow your personality to come across instead of using the type of professional brand photos that most people use. Are you a bookworm? Hold up your favourite book in a photo.
  3. Using your branding to reflect your personality. For example, if you’re always the life of the party, and you’re super bubbly and energetic, your brand colours and fonts would be brighter and bolder while if you’re the opposite, muted or pastel colours would work best.

By applying these strategies, your website will break away from the typical corporate vibe and instead offer a welcoming and inviting atmosphere that truly represents your brand.

If you want to go deeper then I have a free guide for you. It’s packed with insights to help you create a website that showcases your unique personality. You can get it here: 


Vanesse Mngomezulu is a brand strategist and web designer. She is passionate about helping women express themselves freely and unapologetically so that they can easily attract their tribe, inspire others and make the type of impact they want to make in their businesses. When she’s not crafting websites and brands for her clients, you can find her snuggled up with her husband, indulging in their latest Netflix obsession or listening to (way too many) podcasts.

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