“Do I Really Need a Website?”
A musician friend of mine asked me a while ago, “Do I need a website?”
“Why do you think you might need one?” I asked, trying to be as unbiased as a web designer can be.
My friend told me that when she plays for events, people often come up and ask whether she has a website where they can book her. She hands them a business card with her email address on it instead, and … never hears from them again.
Would they contact her if she had a website? Maybe. It’s impossible to say. But the fact that a website is the first thing people ask to see from any professional is telling. And why would anyone with an offer, like my friend the performer, want to make it more difficult for someone to reach out to them instead of less?
Websites bridge the gap between curious and connected.
The Case for Not Having a Website
You might have noticed that I asked my friend why she felt she might need a website instead of immediately telling her it was essential. Because even in a world that’s wired 24/7, with people glued to their devices from breakfast to bedtime, there are a few cases where the expense of having a website probably isn’t worth the payoff.
You’re rolling in referrals
You’ll hear this advice in marketing over and over: People buy from people, not businesses. So, if you’ve already built a small tribe of loyal clients who are eager to refer you to others, and you’re getting steady business as a result, a website may be overkill.
No need to fix what isn’t broken.
You’re doing fine on your present platform
I have another friend, Greg, who sells beautiful, artistic tie-dyed shirts. When he’s not selling at local artisan bazaars and events, know where you’ll find him? On Facebook and Etsy.
Greg asked me whether he should have a website and told me “it has to be able to pay for itself.”
My immediate response was: “I can guarantee it won’t. At least not right away.”
The disembodied voice Kevin Costner heard in Field of Dreams saying, “If you build it, they will come” may have worked for ghostly baseball players in Iowa, but the same is not true for websites online.
Ecommerce sites are time-consuming and expensive to build. I knew that if Greg wasn’t prepared to put all of his marketing efforts into promoting his website, he’d have a big expense eating away his profits with no return on his investment for many months.
So I showed him how to make super cool mockups, instead. Now he’s revamping his Etsy page one gorgeous image at a time.
You use other channels successfully
Maybe your podcast, YouTube channel, or Instagram reels are sending people to your door. Maybe you’ve automated your DMs so that people who interact with you can subscribe to your email list.
Or maybe you’ve got an active Substack channel, and people are finding you just fine there. Whatever the case may be, if you’re getting enough business, good on you!
The bottom line is this: If you've actually tested it and found that a website doesn't bring in clients compared to your other methods, then spending time and money keeping it online and updated just doesn't make sense.
The Case for Having a Website to Call Your Own
Here's the thing, though: most solopreneurs actually do need a website. Not because of some mysterious online magic, but because of how people actually behave when they're looking for help.
When someone discovers you—through a referral, a conversation, a recommendation—their next move is almost automatic. They Google your name. They look for a website. They're not trying to be difficult. They're just trying to answer a simple question: Is this person someone I want to work with?
“Websites bridge the gap between curious and connected.”
A website answers that question before you ever have to. It says, "I exist. I'm serious about what I do. Here's how you can reach me." There's no confusion, no extra steps, no hoping they'll take that business card you gave them and actually bother to email you.
But it goes deeper than just being findable. Your website is where your message lives—and if that message is clear and thoughtful, people feel seen. When someone lands on your site and thinks, "This person gets it. This person gets me," they begin to trust you. That's when they're willing to take the next step, whether that's booking a session, buying your work, or signing up for your mailing list.
And practically speaking, a website takes the guesswork out of working with you. Someone wants to book your time? They can see your availability and book it right there—no email ping-pong, no "let me check my calendar and get back to you." Want to sell your products? People can buy them without hunting you down. Want people to stay connected? They can subscribe to your newsletter in one click.
I worked with a coach who was worried about protecting her clients' privacy, so her original website was basically an online résumé—impressive credentials, but no clear way to actually book a session. People had to email her cold.
“Making someone send a stranger an email first? That’s one extra moment of doubt where they might just close the tab and forget about it instead.”
But asking for help is already vulnerable. Making someone send a stranger an email first? That's an extra barrier. One extra moment of doubt where they might just close the tab and forget about it instead, perhaps never getting the help they need.
We redesigned her site to have a clear offer and an easy booking system (TidyCal, if you're curious). Same coach. Same work. But now when someone lands on her site, they don't have to be brave twice. They just click, book their session, and get a confirmation that says, "You're in. Here's what happens next." She launched the new site, ran an ad to announce it, and immediately started booking new clients.
You don't need a fancy site. You don't need one packed with features or animations or a blog that demands constant feeding. You do need something clear, honest, and yours—a place where the people who need you can find you and understand exactly what you offer.
So, do you need a website?
If you're selling your skills or your creations to the world, the answer is almost always yes. Not because some marketing guru told you so, but because it's how people actually look for people like you.
The question isn't whether to have a website. It's whether you're ready to make it easy for the right people to find you.
Are you ready for a new website? Whether your old one no longer works or you’re just starting to think about building an online presence, let’s talk about it!
