I have seen too many “ideal client avatars” that read like dating profiles. Claudia, 42, lives in Zurich, practices yoga, shops at Hermès. Interesting, but not that helpful on its own.

The ideal client avatar has its place. It helps a founder picture the kind of customer they want to attract. It can guide aesthetic choices like colour palettes, typography, and brand tone. That is step one.

Step two is different. When a founder hires me, my focus is not on their client’s demographics but on the founder herself. What progress is she trying to make in her business? What job is she hiring me, and her website, to do?

We’ve all seen them: websites that look beautiful, but do almost nothing for the business behind them. They’re digital brochures — sleek, static, and ultimately useless.

The truth is, if your website isn’t actively generating leads, building trust, or driving conversions, then it’s not doing its job.

Let’s unpack why a cheap-looking site could be one of the most expensive decisions you make, and how to fix it.