Design Like a Big Brand, on a Small Budget with Jen Olmstead

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Jun 24, 2025

Jen Olmstead, co-founder of Tonic Site Shop, shares insights on transforming your online presence through storytelling and design. She emphasizes that your unique story is your superpower, essential for standing out in a crowded market. The conversation dives into how websites should evolve to reflect your business growth and establish trust before any pitch. Olmstead also discusses the importance of authentic connections with audiences and how Tonic's customizable templates can elevate your brand identity and conversion rates.

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ANECDOTE

Ostrich Farm Origins

Jen Olmstead grew up on a 280-acre ostrich farm in Texas where her dad ran an ostrich business.
The unique experience sparked her entrepreneurial mindset and storytelling skills early on.

INSIGHT

Storytelling Builds Trust

Storytelling releases dopamine and oxytocin, bonding audiences to the storyteller.
Your unique personal stories differentiate you in the market, unlike what AI can replicate.

ADVICE

Hook Your Audience Early

Start storytelling by deleting dull intros and opening with something engaging to create curiosity.
Use an "information gap" to hook your audience and make them want to know what happens next.

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The Website Upgrade Your Business Has Been Waiting For

Want a brand that instantly builds trust and makes you money? It all starts with your website.

In this episode, I’m joined by Jen Olmstead, co-founder and lead designer of Tonic Site Shop. Jen is a design powerhouse with a journalism background, and she’s here to show you how to incorporate your story into every corner of your brand. We talk personal newsletters, visual branding, and how to make your audience feel like they already know and trust you—before you even make the ask.

This conversation will help you step into the next version of yourself as a business owner. You’ll learn how to evolve your brand as you grow, stand out in a crowded market, and connect with your audience in a way that feels both strategic and authentic.

If your website is feeling outdated or your content isn’t converting like it used to, Jen will guide you on exactly how to make your online presence reflect the level of business you’re building.

P.S. Are you one of those people who gets their best work done on a plane? DM me on Instagram @amyporterfield and let me know!

HERE ARE THE 3 KEY TAKEAWAYS FROM THIS EPISODE:

1️⃣ Your Story Is Your Superpower – No one can copy your story. Not AI. Not your competitors. If you want to stand out in your niche, start sharing the personal stories only you can tell.

2️⃣ Your Website Should Reflect Where You’re Going – If your site still looks like “you” from five years ago, it’s time for a refresh. Your online presence should reflect the founder you’re becoming—not the scrappy startup you once were.

3️⃣ Consistency > Funnels in Today’s Market – Forget the funnel-first formula. Jen shares why long-term trust and repeat messaging (backed by a strong brand) are now the keys to conversions.

RESOURCES MENTIONED IN THIS EPISODE:

To shop TONIC’s collection of website + marketing templates and get the special discount code JUST for Amy Porterfield podcast listeners, visit www.tonicsiteshop.com/amy. You’ll also find two exclusive Amy Porterfield X TONIC templates we made just for you!

MORE FROM JEN

Follow Jen on Instagram @jenolmstead

Learn more about Tonic Site Shop tonicsiteshop.com

Follow Tonic Site Shop on Instagram @tonicsiteshop

MORE FROM ME

Follow me on Instagram @amyporterfield

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