By Becky Hancock
Where I Started
My path into this work didn’t start with a laptop and a dream of running a business. It started in an art studio. I have a BFA in Graphic Design, and years later, an MFA in Web Design and New Media. On paper, that makes me a designer. In practice, it made me someone who has spent thirty years learning, sometimes the hard way, what a website is actually for.
The Confession
Here is the confession that shapes everything I do now. For a long stretch of my career, I built beautiful websites. Genuinely beautiful. Clients loved them, I was proud of them, and they photographed well in a portfolio. But if I’m honest, most of them were expensive brochures. They existed so a business owner could say “I have a website” the way you’d say “I have a business card,” a credibility prop rather than a working part of the business. Nobody was measuring whether the site actually did anything. It just sat there, looking nice, waiting for someone to stumble onto it.
Learning to Think Like a User
That bothered me more the longer I sat with it. So I went and built real UX skills, the kind that come from studying how people actually behave on a screen, not how a designer hopes they’ll behave. I learned to build products people choose to use again and again, because the product respects how they think and what they need in the moment they need it. And at some point it clicked: a website could do the exact same job. It didn’t have to be a static brochure. It could be built with the same rigor as a product people love, and if it was, it could be compelling enough to make a visitor actually click “book a call.”
What I Actually Sell
That’s the business I run now. I sell websites, but that undersells it a little. I design websites based on real research and real data, not gut instinct about what looks nice. The goal of every site I build is for it to talk to your audience so honestly, so specifically, that the person reading it can’t help but see themselves in what you do. When someone recognizes themselves that clearly in your message, you stop being one option among many. You become the obvious choice.
Who I Work With
I work primarily with coaches, consultants, and fractional experts, people whose entire business depends on someone trusting them enough to get on a call before they’ve met in person. That’s a harder problem than most industries face, because there’s no product to hold, no store to walk into. The website has to do the trust-building work that a handshake would normally do. That is exactly the problem I’ve built my whole practice around solving.
Why Thirty Years of Experience Matters
What I most want potential clients to understand about me is that this isn’t a fresh theory I’m testing on their business. It’s thirty years of industry experience compressed into a method that’s been proven over and over. I’m not guessing, and I’m not interested in the endless-revision cycle that so much of this industry runs on, tweaking colors and fonts for months while the underlying message stays vague. My approach is built on the belief that visibility and demand are two different things. You can have ten thousand people see your website and still generate zero real interest if the site itself isn’t doing its job. So I don’t start with what looks good. I start with the 8-second audit of what a visitor actually understands about you in the first moments they land on your page, and I work forward from there using a formula built around who you help, what problem you solve, and what outcome you deliver.
What I’m Most Proud Of
What I’m most proud of isn’t any single website, honestly. It’s the shift in what a website means for the people I work with. I’ve watched clients go from having a site that just sat there being pretty, to having one that actively works for them while they sleep, filtering the right people in and quietly building trust before a call ever happens. That transformation, watching someone realize their website can actually be doing labor for their business instead of just decorating it, is the part of this work I care about most.
The One Thing I Want You to Know
If there’s one thing I want people to take away about my brand, it’s this: getting visibility for your business, getting people to your website in the first place, is honestly the easy part. Anyone can drive traffic with enough time or budget. The part that actually determines whether your business grows is what happens once someone lands there. That’s the part I own. I don’t just get you seen. I get you chosen.
If your website is quietly costing you clients instead of winning them, let’s talk. Book a call and let’s find out what it should be saying instead.