Your website doesn’t just show what you do—it reflects who you are, what you stand for, and who you’re meant to serve. If your site feels like a mashup of mismatched vibes, offers, or audiences, there’s a good chance it’s costing you more than you realize.

Strategic website design isn’t just about visual polish—it’s about brand alignment.

It’s about building a user experience that speaks directly to your ideal client without confusion, detours, or trying-too-hard energy.

And sometimes? That means having more than one website.

When Two Audiences Need Two Distinct Website Designs

Let’s talk about my client Stefanie.

She already had an established family portrait brand—Stefanie O’Donnell Photography—offering timeless, emotional lifestyle photography for families. But when she started carving out a new niche creating bold, edgy portraits for youth athletes (“sportraits”), she wondered if it made sense to cram it into her existing site. Or was it time to redesign her website to feature both experiences?

Instead of spinning her wheels alone, This Way to Fabulous was her first stop. She came to me for guidance on how to build her second brand the right way from the ground up—and I immediately knew the answer: Sportraits needed to stand on its own.

Why?

Because family portrait clients and athlete families are two completely different audiences—with different energy, goals, and emotional motivators. One wants soft, sentimental storytelling. The other wants high drama and impact.

Trying to serve both under the same brand would dilute the experience for everyone. So we got to work on a website redesign and one brand new website!

The Brand Strategy Move: Split the Sites, Sharpen the Message

After analyzing Stefanie’s business goals, our team built two distinct websites—each designed to create a fully immersive, aligned experience:

Website Design #1: Stefanie O’Donnell Photography

Stefanie’s family portrait and newborn photography website got a cozy redesign featuring:

• Soft, clean design with neutral tones and flowing layout
• Emotional, trust-building copy that speaks to parents and families
• Easy navigation focused on booking and showcasing portfolio highlights

Website Design #2: Sportraits by Stefanie O’Donnell

At the same time, her new sports photography website came to life with a totally different (and distinct) vibe:

• Bold typography, deep shadows, and movement-driven layouts
• Powerful messaging with confidence and edge
• Clear CTA strategy tailored to sports parents and athletes who want that “wow” factor

Each website reflects a different brand personality, designed to resonate deeply with the intended audience—and convert browsers into buyers with ease.

Website Design Wisdom: Brand Clarity Drives Conversion

A strong brand is clear, intentional, and consistent—not crammed. We needed to separate the two parts of Stefanie’s photography business in order to let each one communicate its own brand personality. Keeping them together, in one website design, would have done them both a disservice.

Brand clarity drives conversion.

What does this mean for your business website? If you’re:

• Offering two very different services or targeting distinct audiences
• Getting inquiries from people who aren’t a fit
• Feeling like your site doesn’t reflect where you’re headed…

Then it might be time to ask yourself: Is my website working for me or confusing my audience?

Great website design starts with great strategy—and sometimes that means building separate digital homes that each speak clearly to their people.

It’s Time to Let Your Website Design Do the Heavy Lifting

We didn’t just give Stefanie two new websites—we gave her two brand-aligned, conversion-ready tools to support her growth in both areas of her business.

If your brand is growing and your website design hasn’t kept up, let’s change that. This Way to Fabulous will help you design a brand presence that doesn’t just look good—but feels aligned and converts with clarity.

Book a Brand Discovery Call today and let’s uncover what your website is really saying about your business.