How Every Page Should Be Designed to Convert

Lori and Rachel explain designing website pages around user journey and conversion rather than only clever copy or aesthetics.

Play episode from 28:30

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Episode notes

A prettier logo won’t fix a broken offer. In this episode, I sit down with creative director and brand strategist Rachel Pesso, and we talk about when to rebrand, what actually moves revenue, and how to build a brand that matches the depth of your work. Rachel breaks down the signs you’re out of alignment, the clarity you need before you touch fonts and colors, and the user-experience shifts that turn your website from “pretty brochure” into a conversion tool. We also riff on serial content, photo shoots that elevate your positioning, and creating a through-line when you’re a multifaceted founder. Get ready to learn how to design a brand that not only looks incredible but feels like the next level version of you.

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HIGHLIGHTS

00:00 Meet Rachel Pesso, creative director, brand designer, and my long-time collaborator.

08:30 Why brand evolution is normal and necessary.

12:00 How to start building cohesive branding as a beginner.

18:00 How to know when your brand is out of alignment.

25:00 The brand alignment method for bridging the gap between who you are and how your brand shows up.

33:00 How I created a cohesive look between all my brands.

40:00 How your visual identity affects confidence and momentum.

45:00 Why “niching down” isn’t always the answer for visionary founders.

46:00 The biggest mistakes that cost entrepreneurs money when rebranding.

50:00 How do you keep your creative projects and clients on track?