The Costly Mistake New Business Owners Make with Their Website

I see this time and time again...

New clients come to me for email marketing support after having just finished creating their website.

But there's one costly problem...

Let's discuss how to save you a headache and some money.

Imagine walking into a restaurant that looks fantastic. The lighting is just right, the place is totally Instagrammable, and the food looks and sounds delish.
But then things start to feel… off.

The server can’t seem to answer questions about the menu items, and when he does have an answer it’s either vague or everything is “the best!” The descriptions on the menu don’t quite match what arrives at the table. Some dishes are perfectly seasoned, while others feel like an afterthought. Nothing is bad, but nothing is memorable either.

You leave full but uninspired. Would you go back? Meh...

Now, imagine a different restaurant.

From the moment you step inside, everything is intentional. The atmosphere, the menu, even the way the napkins are folded—it all tells a story. The server guides you through the experience with confidence, anticipating what you need before you ask. And when the food arrives? Every bite delivers on the promise set from the start.
It’s seamless. It’s unforgettable. And you can’t wait to tell your friends about it.

That’s the power of a clear, strategic brand voice.

Too often, new business owners build their website first—focusing on the visuals, the layout, the aesthetics—before ever defining how they want to sound, and get ChatGPT to whip up some nice-sounding copy. And just like that first restaurant, their brand feels inconsistent, unclear, and ultimately… forgettable.

Nice-sounding doesn’t sell, nor is it a substitute for strategy.

A great website isn’t just about looking good or using glossy words. It’s about making people feel something. Every word, every message, every interaction should reinforce who you are and why you matter.

So before pouring money into a polished website, ask yourself these questions:

🎈Have you defined your brand voice (and it’s more than just tone and phraseology)? 
🎈Does your it create an experience people remember? 
🎈Or is it just a collection of words that look nice on the plate but don’t leave a lasting impression?

Because the businesses that win aren’t just seen. They’re felt.

Working on a new website or needing a refresh?

Let’s make sure your brand voice and messaging are as impactful as the work you do. 

DM me to discuss what you can do to turn your website into an experience people remember—not just another pretty page.

Stay curious, Culture Changer!
​🎈Justine

Red Balloon Station is a creative hub for storytelling and brand messaging services that help BIPOC + women-owned businesses and creatives use the power of their words and storytelling to better strategically and meaningfully connect with their target audience so that together we can all have a more positive impact on people, planet, and culture.


Justine Wentzell-Chang is an Eldest Daughter of Immigrants, Mother, Activist, and brand storyteller/copywriter for phenomenal BIPOC + woman-owned businesses and creatives on a mission to change the status quo, create culture change, or save the planet! With a law degree, over a decade of experience writing & making movies that sell globally, an impactful book filling readers with “A Pocket Full of Dreams,” and a handful of songs written for indie films, Justine knows how to tell stories that sell like nobody else's business. And she is here to help you use the power of storytelling to grow your community, turn them into devoted superfans, and click the “yes” button on you.

Justine created Red Balloon Station, because for too long someone else has been inaccurately writing or erasing our BIPOC and women's stories. It’s time to direct our own narratives so that together we can create a culture of empathy, equity, and positivity.