Building a beautiful website is easy these days. Building one that actually converts is where most founders go wrong. As the founder of a custom web and Shopify development agency, Natasha Golinsky knows how to launch a high-performing website. She joins Emma to break down how you should approach building a website that truly works for your business: what to focus on, what actually drives conversions, and what’s just noise. From the difference between web design and web development to why copy matters more than aesthetics, Natasha shares hard-earned insights from over a decade crafting sites clients love. Together, Emma and Natasha unpack common founder mistakes, why websites should be treated as living business assets (not one-and-done projects), and how marketing, copy, UX, and development must work together to create meaningful conversions. They also dive into Shopify vs WooCommerce, how to know when you actually need a dev team, and how AI is reshaping the future of web development. If you’re a founder investing in your website or wondering why your traffic isn’t converting, this episode will completely change how you think about web strategy.
Listen in as Emma and Natasha discuss:
- Why high-converting websites start with copy, not design or development
- When you actually need a developer (and when you don’t)
- How simple UX decisions dramatically impact conversions and marketing results
And much, much more!
Why High-Converting Websites Start With Copy, Not Design or Development
The most effective websites don’t begin with visuals or tech. They begin with words. As Natasha explains, copy is what creates emotional connection, clarifies positioning, and guides users toward action. Design and development only amplify what’s already there; without clear, conversion-focused messaging, even the most beautiful website will fall flat. You should invest in copy and strategy first, then build a website that supports that message.
When Founders Actually Need A Developer (And When They Don’t)
You’ve probably never heard a web person say this: not every founder needs a developer right away. Natasha breaks down how the need for development depends on functionality, not aesthetics. If a website needs to sell products, integrate systems, handle payments, or scale performance, a developer becomes essential. But for simpler, informational sites, founders may be overinvesting too early. This clarity can help you allocate resources strategically and avoid unnecessary complexity.
How Simple UX Decisions Dramatically Impact Conversions And Marketing Results
Small UX choices, like navigation placement, mobile responsiveness, and reducing clicks, can make or break conversions. Citing real-world examples, Natasha and Emma discuss the link between UX fundamentals and marketing performance, noting that even strong traffic can be wasted if a website is confusing or broken. The takeaway: usability isn’t about being clever; it’s about being clear, intuitive, and aligned with how users actually behave online.
Connect with Natasha:
Website: www.onpurposeprojects.com
Linkedin: www.linkedin.com/in/natashagolinsky/
Chat with Natasha about your website: https://calendly.com/onpurposeprojects/websiteconsulting
Connect with Ninety Five Media:
Check out our website: ninetyfivemedia.co
Follow us on Instagram: instagram.com/ninety.five.media
Grow your brand’s social media presence with us:
Tell us about your business goals and explore how our social media management services can help you reach them! ninetyfivemedia.co/stop-scrolling-start-scaling-inquiry
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