- Morad Stern
- 8 hours ago
- 8 min read
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A lot of business owners believe their “brand” starts and ends with a company logo and catchy slogan.
I’ve seen it many times, and it usually plays out the same way. When creating a website, founders put their company front and center rather than themselves.
But, the truth is, they’re missing out. Because people don’t just buy from brands—they buy from people.
I get it. Putting your personal brand out there can feel uncomfortable, and many of us prefer not to be in the spotlight. But when it’s done right, sharing who you are can have a big impact on your business. And what better place to do it than on your website?
Before we explore how you can get out of your logo’s shadow and show more of your personal side online, let’s look at why it’s worth doing it in the first place.
TL;DR: why your personal brand can be the best investment for your website
In a noisy online world, people crave connection. They build trust with a face and a story much faster than they do with a faceless company. In this article, head of Wix Engineering’s brand and communities, Morad Stern, explains exactly why you should—and how you can—invest in your personal brand on your business website.
Why your personal brand belongs on your website
Right, let’s spell out the reasons why showing your authentic self on your site is one of the most valuable investments you can make in your business today.
01. People trust people
Logos don’t build trust, people do. When you share your story or put a face to your business, you create a connection that feels human.
Showing you’re a small operation fares well, too. According to the 2025 Small Business Marketing Guide, consumers are excited to support small businesses, with 36% more people shopping with SBOs compared with last year. So lean into your ‘small’ and authentic side on your site.
02. It shows you’re the real deal
Your personal brand is proof that you know what you’re talking about. By sharing your expertise and unique perspective, you demonstrate that you don't just talk the talk, but walk the walk.
For example, if advising is your thing, 99% of senior executives now consider thought leadership crucial for evaluating potential advisors, according to The Value of Thought Leadership 2025 report.
Large Language Models (LLMs) like Chat GPT and Gemini want to see your expertise, too. As Google’s own guidance for AI Overviews advises, you need to create “helpful, reliable, people-first content.”
03. Your personality is your superpower
At a time when machines are generating more content than humans, being human is your greatest advantage. Your voice, your story and your personality are things AI can’t copy (at least not yet).
A 2025 survey from Sprout Social shows that 55% of consumers say they’re more likely to trust brands that are committed to publishing content created by humans versus AI. This figure rises to 62% for Millennials.
04. It improves your reach
Your personal network, social media following and public appearances (if you make them) can be used to drive traffic back to your business website. Keeping your message and personal identity consistent across all these touchpoints will widen your reach and build trust for conversions.
How to be so much more than a logo online
Okay, you’ve heard the ‘whys,’ now get ready to step into the spotlight with the ‘hows.’ Here are practical, low-anxiety steps you can take right now to weave your personality and expertise into your business website.
Start small and build your confidence
If you’re anxious about suddenly becoming the face of your business, know that you don’t have to go big on day one. Try easy wins like posting a behind-the-scenes photo of your workspace or recording a brief welcome video.
Remember, you’re not trying to become a celebrity. You just need to become visible. And it’s not about you—it’s about building trust with the people you serve. If your work is valuable, it deserves a face. And that face is yours.
Browse Wix’s 2,000+ free website templates for inspiration on how you can make those subtle starts.
Make your About page count
Think of your About page or section as a virtual intro. It’s your chance to tell your story in a simple, clear way.
Make sure it answers basic questions that people will have when they visit your site, like:
Who are you?
Why do you care?
How can you help me?
In his book, Building a StoryBrand, Donald Miller shares a powerful idea that should help: imagine your customer or site visitor as a hitchhiker. They stop you on the road with one burning question: “Where are you going? What’s your destination?” Instead of answering these questions clearly, many brands overwhelm visitors with irrelevant information. But what the customer really needs to know is the destination.
Your About page is also a great place to plant trust signals, like past clients and media mentions. Check out graphic designer Jarrhette Burke’s About page, where he tells a compelling rags-to-riches success story and logo-drops clients like Puma, Netflix and Yves Saint Laurent.
Prove you know your stuff
Your website is the perfect platform to do more than just sell. It’s a place to share what you know, and to build a reputation as a go-to expert. You can do this by creating a blog, video series or resource hub.
Write articles or create short videos explaining industry trends in simple terms. Share your unique perspective on common challenges that your customers face. When you create content, always ask yourself: "What's in it for them?" Your audience is looking for valuable information that helps them solve a problem or learn something new.
Gary Vaynerchuk is a classic example. He turned his family’s small wine store into a $60-million business by building a personal brand through daily YouTube videos. Providing clear, engaging explanations of the winery world, Gary’s authentic content created massive trust and attention.
Related: How to build an AI content strategy
Let your voice jump off the webpage
Injecting your personality into your website doesn't mean oversharing or turning it into a personal diary. It’s about letting the human behind the business come through.
Do you prefer to show off your funny side? Or are you more comfortable being nurturing and supportive? Let that come across in your writing.
Take some inspiration from interactive diner, Karens. Its website’s content is full of character. It pokes fun at its poor restaurant service concept, with a clever slogan, “We hate good service. rated 1* by us.” Its content is also super conversational, particularly in its homepage header: “This will be the most fun you’ve had eating burgers, ever.”
Remember, people don't connect with stiff, corporate words; they connect with authentic human experiences. Apply this thinking to all your web copy—from your headings to your product descriptions—and you won’t go wrong.
Be clear about who’s doing the talking
If you want your brand to feel more personal, make sure you're clear about who's doing the talking on your website. If you jump back and forth between “I” (as the founder) and “we” (as the company), it can leave your visitors confused.
Pick one voice and stick with it—or, if you use both, do it with intent. If you're sharing your story, use "I." If you're talking about what your team delivers, go with "we." This simple distinction makes your brand easier for customers to connect with.
Take a look at the website for events company, The Robin Collective. Packed with personality and putting the founders at the heart of everything, the site’s playful content explaining who they are and what they do never veers from “we.”
You need to show up in real life, too
Of course, building a personal brand isn't only about your website—it’s also about showing up in the places your industry hangs out. Attend events, join relevant online forums and throw yourself into conversations on social media.
When you show up and share your expertise, you grow your network and put a face to your business. Plus, the people you meet can become business partners or new clients.
Don’t wait for perfection: start now
If you’re waiting for everything to be perfect before developing your personal brand, here’s a friendly nudge: start messy, start small, but start now.
All the great brands you admire had to start somewhere, and it probably wasn’t flawless. Tell your story and speak directly to the folks you want to help. After that, tweak and refine your business website as you go.
Now, stop hiding behind your logo. Your customers are waiting to meet you.
Read also:
How to build your personal brand on your business website
Here’s some tips on how to get the real you into your business website, complete with real-world examples.
Pro tip | What Morad says | Real-world example |
Start small and build your confidence | “Remember, you’re not trying to become a celebrity. You just need to become visible.” | A freelance developer starts by adding a Meet the Founder section on their homepage with a casual photo and a short paragraph about why they code. |
Make your About page count | “The core of strong branding is clarity. Show people exactly where you’re taking them, what value you offer and how it helps them reach their goals.” | A financial planner redesigns their About page to focus 80% on the client's destination (financial security) and 20% on the founder’s journey, using clear, future-focused language. |
Prove you know your stuff | "Your website is the perfect platform to do more than just sell. It’s a place to share what you know, and to build a reputation as a go-to expert in your field." | A boutique coffee roaster starts a weekly video series on their website explaining the chemistry of different bean processing methods, positioning themselves as someone in the know. |
Let your voice jump off the webpage | "Remember, people don't connect with stiff, corporate words; they connect with authentic human experiences." | An interior designer uses a witty tone in their service descriptions and project summaries, making the brand feel approachable and memorable. |
Be clear about who’s doing the talking | "If you jump back and forth between “I” (as the founder) and “we” (as the company), it can leave your visitors confused. Pick one voice and stick with it—or, if you use both, do it with intent." | A wellness coach uses "I" exclusively on the blog (for personal advice) and consistently uses "we" on the "Services" page (for team-delivered packages) to eliminate confusion. |
Show up in real life, too | "When you show up and share your expertise, you grow your network and put a face to your business name." | An entrepreneur lists the industry conferences they will be attending on their website's events page, encouraging site visitors to connect with them in person. |
Don’t wait for perfection | "If you’re waiting for everything to be perfect before starting your personal brand, here’s a friendly nudge: start messy, start small, but start now." | A baker launches a simple, single-page website today with just an About Me and a contact form, knowing they can add the full e-commerce shop later. |
Personal branding on your website FAQ
Do I have to share personal details like my family or hobbies on my business website?
Not at all. Personal branding is about showing your professional expertise and unique perspective, not oversharing your life. Focus on the stories and insights that connect to your business mission.
How can I maintain a personal brand on my site if the company grows and I hire a team?
A strong personal brand evolves with your business. As you grow, you can shift from using "I" to "we," ensuring your team's voices still reflect the core values you established.
What's the easiest way to start my personal brand on my business website if I don’t like being in the spotlight?
Start where you’re most comfortable. This could be writing a detailed Our Story page, sharing your expert opinion in a blog post or simply using a real headshot instead of an avatar. Take your time. You’ll get used to seeing yourself out in the world.
Will a personal brand limit my ability to pivot my business later?
No. In fact, the opposite is often true. People trust you and your expertise, not just your product. This trust makes your audience more willing to follow you, even if you change your service or product offerings.
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