Ditch the Shame: Why Your Website Copy Should Empower, Not Guilt Your Clients

Let me say it louder for the people in the back: Stop shaming people into hiring you.

If you’ve been told that your website copy needs to highlight “all the things your client is doing wrong” to make them buy, I’m here to flip that script. Because your clients don’t need to be told they suck. They need to feel seen, supported, and excited to work with you.

Why the “Shame On You” Copy Doesn’t Work (And Feels Gross)

As a website designer I see it all the time. It’s not because you want to shame them, but we think from the problem solution standpoint and that leads to writing lines like:

• “Are you STILL struggling to book clients?!”
• “If you don’t have a polished brand by now, what are you even doing?”

It’s not that we want to shame, but it’s easy to talk like that to make yourself the solution to the problem. Great in theory, but we don’t want to have clients feeling shame when they come into our spaces.

Your dream clients are already carrying enough doubt and stress.

• They KNOW their website isn’t working.
• They KNOW their systems are a mess.
• They don’t need a lecture.
• They just know.

BUT what they actually need? Someone to say, “Hey, I get it. And I can help.”

When your copy comes from a place of empowerment instead of shame, you instantly become someone they trust, not another voice making them feel worse. Soooo here’s how you can flip the script!

What Empowering Website Copy Looks Like (Getting Rid Of The Guilt Trips)

Empowering website copy feels and looks like as a website designer talking to you:

• “You’ve done the hard work to build a thriving business, now it’s time for a brand and website that actually reflects that.”
• “You don’t have to keep DIY-ing your site and hoping it works. I’m here to help you create one that brings in the right clients.”
• “Your website has so much potential to work for you, let’s bring it to life together.”
  

See the difference? (I know they’re a little cheesy, but at least they don’t make you feel like shit) Instead of “You’re doing it all wrong,” it’s “You’ve done so much right, and I can help with the next step.”

People want to work with someone who believes in them, not someone pointing out every flaw.

How to Shift Your Website Copy (Without Losing the ‘You Need Me’ Vibe)

Now, I’m NOT saying you should skip over their pain points, but there’s a way to do it with kindness and empathy. Here’s how:

Instead of this:
“Your website is confusing and outdated, and you’re losing clients every day.”

Say this:
“If your website isn’t reflecting how amazing your business really is, you’re not alone, and I’m here to help you change that.”

Still addresses the problem, but now you’re on their side, not lecturing them.

Why This Matters: Building Trust and Connection (Not Fear)

Here’s the big secret: People buy from people they trust.

*mic drop*

And trust doesn’t come from making someone feel small. It comes from being aware of who you’re talking to and caring about how you will approach them. Through connection, understanding, and real support.

When your website copy says:

• “I see you.”
• “You’re doing your best.”
• “Here’s how I can help.”

You create a vibe that feels safe, and that’s what makes people hit “inquire now.”

Ready to Rewrite Your Website Copy to Feel Like YOU?

If your website copy feels stiff, salesy, or just off, I’m here to help. I’m all about writing empowering, personality-packed copy that connects, without shame.

My favorite copywriters in the industry right now to choose from:

• https://thecopywritingmama.com/
• https://mariajohn.com/
• https://betweenthelinescopy.com/
• https://revealstudioco.com/

Reach out here for your website design once you’ve locked in your writer!

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But Before You Go…

If we haven’t officially met yet …. hey, hi! I’m Michaela. I work with business owners ready to invest in a brand and website that do more than just look good, they convert, connect, and grow with you.

If you’re into honest business advice, kind encouragement, and the occasional “okay but let’s be real” moment you’re gonna feel right at home here.

Here are a few ways we can hang out more:

→ Need a website that doesn’t make you cringe?
I design Showit websites that are both strategic and scroll-stopping—so you can finally have a site that feels like you and works like magic.
Check out my Showit design services here.

→ Just need something simple that still gets the job done?
My Bite-Sized Website is a one-page powerhouse: perfect if you need something quick, professional, and built to convert—without going full custom.
Peep the Bite-Sized Website option here.

→ Want to DIY your site but need a solid head start?
Templates are coming soon! I’m creating Showit templates for business owners who want beauty, strategy, and simplicity without the custom price tag. Stay tuned!

→ Love this post? The blog is full of more goodness.
From branding clarity to website tips to running a business when your brain feels like scrambled eggs… I’ve got you.
Catch up on recent posts here.

You can also always reach out directly—send me a DM on Instagram or email me at thedunndesignco@gmail.com. I’d love to hear about what you’re building.

Talk soon,
Michaela