Telling stories with clarity, purpose, and a little bit of B.S.
People-centered communication that keeps us relatable, human, and connected.
Small business website design, copywriting, and a story or two along the way.
Are you tired of sounding like every other business?
Ugh. Communication is exhausting. We are bombarded with generic, AI-written content that’s… bad. And it’s everywhere.
Generic communication is especially bad for small businesses.
It undermines credibility, trust, and reputation
It causes misunderstanding and missed opportunities
It prevents great businesses from being found
It removes empathy and soul from our words
It takes human intelligence for granted
If you’re ready to sound human again, you’re in the right place.
Break the norm. Sound like you.
Relatable, human communication that’s unmistakably you.
Take Back Your Voice
Eliminate the tell-tale signs of AI generated copy.
Real words. More trust.
Use Behavior Science
Know where people are getting stuck on your website and use B.S. to fix it.
People are irrational. But predictable.
Build Something Real
A new website created by a real person for real people.
Engaging design. Clear message.
Everything starts with people.
Your work is about helping and serving others.
Same here. The people I work with matter to me as much as the work itself. If you’re a relationship-driven business owner who values effective, real communication we might be a great fit.
This collaborative experience is best for:
Experienced professionals starting something new.
You have the expertise, but your new business identity, offer, and website is still a work in progress.Service providers whose work is relational.
Consultants, coaches, financial professionals, therapists, creatives, and professional service providers.Business owners who have outgrown their DIY presence.
You ready to move beyond generic words, disconnected pages, and a site that doesn’t reflect your excellence.Values-driven founders who care how they communicate.
You value trust, care, responsibility, and integrity, not just speed or trendiness.People who want a guide, not a committee.
You want a single, trusted advisor to be central to the design and delivery of your online presence.
Warning:
Don’t hire me if…
You just want someone to build a website.
I could do that, but so can a lot of others.
But, if you need someone who will listen to you, think with you, and connect with you, I might be the one.
With three decades of experience (read: I’m old), I’ve been writing and designing for a long time. I’ve built a reputation for being professional, responsible, organized, and strategic.
But I have a lighter side I’ve kept mostly under wraps, unless I’m overly tired… with my family… on vacation.
You’re catching a glimpse of it here. It was time to let her out.
If you like what you see, I really am a pretty good writer, designer, and behavior design strategist who is growing increasingly frustrated by bad AI content and generic design.
So if you’d like to add a little human back into the way we communicate, reach out. I’d love to talk.
You just might see more of my lighter side. Maybe.
This is my sister and me. No, we’re not twins. Don’t you dare guess who’s older…
You go first. No, you… really.
We can talk about anything you want.
Except the Packers.
Tell me about your business.
No prep. No pressure. Just a chance to talk person to person.
1.
Choose where to be people-centered.
Start wherever it makes most sense, with a website review or a brand new website.
2.
Break the communication norm.
Sound like you with people-centered communication that is relatable, human, and trustworthy.
3.
I’ve built a few websites.
Over 60, but I’ve lost count. Some for this business. Some for an agency.
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![Christa Foss Real Estate Homepage Design & Copy]()
Christa Foss Real Estate
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![Website homepage for Cashability, a Minnesota-based loan company, featuring illustrations of houses, dollar bills, and a call to action button labeled 'Apply Now'.]()
Cashability
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![Overflow Enneagram Coaching's homepage featuring custom design and copy]()
Overflow Enneagram
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![Homepage of Lindsey Book's real estate website showing a smiling woman in a white blazer, with sections about confident moving, buying or selling homes, a simple three-step process, and contact info.]()
Lindsey Book Real Estate
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![A website homepage for Laurie Healy, focusing on mental health recovery and support. It features a large header with a logo and navigation options, a call to action about breaking stigma, photos of women and a group of diverse people, and sections on recovery coaching, intervention, and workshops, with testimonials and a sign-up form at the bottom.]()
Laurie Healy
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![Track, a financial advisors, website design and Storybranded copy]()
Track
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![A coaching website for Emily Allen Coaching featuring a serene lakeside scene with a dock extending into the water and mountains in the background, with sections about peace, coaching services, and a smiling woman portrait.]()
Emily Allen Coaching
Remember what human sounds like?
Generic content is eroding trust faster than ever. The businesses who will “win” are the ones that still sound like real people doing real things.
If you’ve forgotten what communication should be, here’s a little reminder…)
In the not-too-distant past, good communication:
Matched the quality of your work
Attracted the right clients
Felt trustworthy
Was clear and distinctive
Felt authentic to who you are
Sometimes had mistakes
Let’s get back to that.
AI can help your business in many ways. Writing shouldn’t be one of them.
Other things you might want to know.
If your question isn’t answered here, check out more answers to your questions on my about page. Or connect with me on a call.
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Yes… and no. AI is great for outlining content and generating ideas. But at it’s core, AI doesn’t really write. It predicts what comes next. And it’s grabbed some words, phrases, and patterns and overuses them.
You might not notice, but everyone else will. Words written by a real person just sound more… real.
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I use it to create meeting summaries, recognize patterns, and identify places of friction on an existing website.
Honestly, I tried using it for writing website copy for a while. But got frustrated very quickly. It took more work to edit it than it did to write it from scratch, even though I trained it in my “voice.”
My relationship with it is complicated. Some days I love it. Other days I want to punch it in the face.
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Every website I build is on Squarespace. It’s the easiest site to self-manage once your site is finished.
I do recommend having a moderate amount of tech skills. You’ll be much happier if you do.
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I do not currently offer website support after the site is transferred to you. I’m better at short-term relationships. Trust me… :)
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Behavior science is the study of why people do what they do. Behavior design is the application of these principles.
Once you know how people actually (my word, not AI’s) behave, you can design for it. At it’s best, behavior design helps people do what they already want to do. People-centered communication does this exceptionally well.
(Me… pretending to work on a website I already finished.)
Not ready to work together?
No problem. When the time is right, you know where to find me.
Subscribe to my LinkedIn Newsletter, Behavior Design in Real Life, where I connect the dots between everyday moments and the human behavior that impacts our work, life, and relationships.
Published 1x week or so.
