When you’re great at what you do, shouldn’t marketing what you do be easier?
I’m right there with you.
Like most business owners, I’m great at what I do and I love to talk about it. And even though I’m a marketing pro, my own marketing used to go to the bottom of the list.
What’s that about?
Here’s what I’ve learned in 20+ years of working with independent, niche, and founder-led businesses: when you’re an experienced professional with deep expertise, most mainstream marketing advice doesn’t fit.
It’s noisy out there, and much of the advice that’s circulating is created for folks just starting out or service businesses that require a high volume of leads to succeed.
That’s not where you are – and neither am I.
That’s also what most digital marketing agencies are built for: driving as much traffic as possible, as quickly as possible. It’s a mismatch for businesses like ours.
The strategy and process mismatch is what can make digital marketing at this level uncomfortable – and the item most likely to slide down your to-do list. Best practices don’t always fit in a template, and neither does your business.
And that is why I’m here.
For Pros, From a Pro
When you’re running an independent business, most of your best clients come from referrals or from your professional network. Your website is a conversation starter and vetting tool first, and a lead generator second.
It’s not about getting as many clicks as possible. It’s about creating great relationships from the start with your clients and referral sources.
That’s the heart of what I do. I help tune out the marketing noise and offer websites with wisdom for independent professionals: clear messaging that reflects your expertise, created with a process that respects your time.
How I Got Here.
Before I started making websites and consulting full time, I often landed in the role of translator between my employers and their digital agencies. They looked to me because I knew marketing and tech.
And when I looked to digital agencies, I saw exactly why my employers – who needed more specialized messaging than volume – were frustrated. Even great local agencies often were a mismatch for what we were trying to achieve.
I knew I could do it differently and better for businesses that didn’t align with a digital agency approach. And so, PurpleHat Designs emerged in July 2008. First, I made websites. But the business owners I worked with had more questions about marketing. And strategy. And messaging. And how it all worked together. And they needed copy, and sometimes ads, and more.
Rather than taking the traditional route and starting my own digital agency, I chose to continue independently, investing in my relationships with business owners as a designer, consultant, strategist, and partner – someone who understands what it’s like to wear all the hats.
And, for clients who need both specialized messaging and high volume, I collaborate on strategy and content with their digital marketing agencies as part of the marketing and PR team. For niche businesses (like senior living, one of my specialty areas) that succeed with a combination of relationship-based referrals and high-traffic marketing, I bridge the gap between the agency’s proficiency in optimization and the client’s need for sensitivity, nuance, and attention to detail.
The Traditional Bio
I made my first website just for fun in 2000. I’ve worked with independent business owners across industries, with particular expertise in consulting, health and wellness, senior housing, and professional services.
I have a B.S. in Health Policy and Administration from The Pennsylvania State University, an M.A. in Writing from The Johns Hopkins University, and hold certificates in website development and design, analytics, and advertising. I am also a meditation teacher and E-RYT 500 yoga instructor. In those roles, I developed teacher training curricula and led introductory and advanced yoga teacher trainings.
When I’m not making websites or chatting with clients, I’m reading, hiking, taking in local music here in Baltimore, and singing to my dog.