Is the Wizard of Oz Hiding Behind Your Website?

Should you promote your business as a larger entity than it actually is? This article provides clarity as you consider how big of an image you want to project and explores how projecting large may help or hurt your business.

Written Feb 01, 2008, read 2254 times since then.

Are you the guy behind the curtain, pretending your company is bigger than it is?

Some small business owners are afraid to show their true size, thinking their smallness will shrink their credibility in the minds of their clients or customers. Their websites feel corporate, all hard edges and dull language. They seem to believe that no one will accept them or really take them seriously if they were to reveal themselves. They take refuge in a corporate facade.

Signs of corporate impersonation on a website:

Referring to your business as “We” when it’s actually just you and your cat.
A template website that often has little personality.
Stock photos of smiling business people or other cliché imagery.
No mention or images of a business owner; Vagueness about the people behind the screen.
Lofty, inflated or generic language that sounds like it would describe anyone in your field, i.e. mumbo jumbo.

There are cases when it is strategic to present a more corporate look or to allude to a larger set of players. Following are some issues to consider as you decide how big you want to appear:

1. Will having a larger business appearance add value in the eyes of your customers and elicit more confidence in your company?

Many people seek out small businesses precisely because they value both working with and supporting independent business owners. By pretending to be a bigger business than you are, you may be repelling the very people who would value your service the most. Your website should still be professional and easy on the eye, but that doesn't mean it has to be impersonal or artificial in how it represents you.

2. Why force prospects to reconcile a false image with the truth of who you are?

If you often put teams of independent professionals together to collaborate on your projects, then “we” may make sense for your company.

But if you really work alone, remember, once someone becomes your client, they will probably figure out that it's just you and Kitty holding down the fort—the fort you presented as an empire. When they do, they may feel disappointed and skeptical, even deceived, because you had set up a different expectation.

3. Are you building a business that you plan to grow to large scale eventually?

If you really are building an empire, it might make sense to present yourself as a larger entity, because eventually you will be. However, even in this case you may want to reveal yourself and use your image and personality to build your brand. Look at Go Daddy, Costco, Wendy’s. They are big companies but the owners are part of the brand and that gives customers someone to connect with.

4. Are you competing with companies that tend to be much larger than yours?

Again, it might make sense to project a bigger image in this case. But consider that many of your prospects may find it refreshing to work directly with an individual in an industry that has become increasingly impersonal. It might make sense to use your smallness to your advantage--to set yourself apart from the big guys.

5. How thin is your facade?

Some websites have such a thin facade it feels like you could poke your finger through it; You can easily tell they are bluffing about their size. It brings up questions about confidence and integrity when I see someone clearly pretending to be something they are not.

If the image of a larger company is what your business truly requires, does the facade crumble too quickly? What will people experience when they call or email you, when they sign onto your service, when they receive your bill? When they come to your office and meet you?

6. Will projecting a larger image online truly help you position yourself in your field and draw in customers?

The vast majority of business sites are rather dull and corporate looking anyway, so the corporate-wanna-be aesthetic and language only helps you to blend in--not stand out. Plus, those sites are often intimidating and alienating, even in their plainness. This is true both for solopreneurs and genuinely larger companies. If you must project large, be sure to keep it interesting so you don't fall into the cliché websites that we've all seen and clicked away from so many times.

7. Can you identify a specific reason to project yourself as a larger entity or is it just fear that people won’t take you seriously?

Unless you have a compelling reason to refer to your business in first-person plural, then I say step out from behind the curtain. What you will lose by pretending will overshadow whatever you think you will gain. With a few exceptions, I urge most small business owners to show who they really are and attract clients and customers who aren’t looking for a wizard, but instead an authentic business owner who provides personal service.

Learn more about the author, Karrie Kohlhaas.

Comment on this article

Posted by Beacher Morris, Seattle, Washington | Feb 05, 2008

this is agreat article!

www.truepaintingservices.com
Posted by Karrie Kohlhaas, Seattle & Austin, Washington | Feb 05, 2008

Thanks Tim. I would love to hear specifically how you found the article helpful. I checked out your website and wonder how you have weighed out the pros and cons of first person plural in presenting your business. Do you put together teams for jobs? Is it just you? Will you change anything on your site or does it make sense to keep it the same? I'm curious!

Karrie

ThoughtShot Business Consulting
Posted by Jasmine Holmes, Gilbert, Arizona | Feb 05, 2008

This article hit the nail on the head for me. I just launched my business website after laboring on it for a year. My biggest issue was the messaging. I started out with text that made my company sound like this big juggernaut studio—lots of corporate speak and totally overblown features. I was really unhappy with the overall tone. It did not match my personality and the image I wanted to project with my business.

After letting it sit a while, and taking a marketing class, I re-did the layout and copy to reflect the true nature of my company. I proudly shared the fact that the company is me (and my husband in the evenings and on weekends). My target is other small businesses and I think they appreciate the more personal and friendly nature of my site. They understand that I, as a fellow small business owner, understand their issues.

I did still use a few big company terms like "we" because I would like to a grow a little but I feel that corporate downsizing on my site will help my credibility with my target clients not hurt it. This is great advice for anyone struggling with how to present their business.
Posted by Chris Radant, Boston, Massachusetts | Feb 05, 2008

Bingo (again.) I could never figure out why anyone would want to put so much energy into a facade when they could use it to become a better plumber/writer/conga player--whatever their bluster is all about.

I appreciate that you so clearly walk us through the logic that opposes these weird customs.
Posted by Karrie Kohlhaas, Seattle & Austin, Washington | Feb 05, 2008

Jasmine,

Glad to hear you were willing to go back and change your messaging when you realized it was not working for you.

I looked at your site and really like the "Meet the Staff" section that shows a photo of you and your husband. Also sounds like you really put thought into using "we." Since there are two of you, it really does make sense, whether you want to grow larger or not.

Chris,

Yes, it reminds me how a kid might puff his chest out in the schoolyard--as if that is going to make him look taller or more muscular! Small business owners have enough things to spend time and energy on and usually don't need to add the burden of puffing themselves up and convincing people they are bigger and more powerful than they are. Plus, it adds stress to be constantly afraid of being "found out."

Thank you both for your comments!

ThoughtShot Business Consulting
Posted by Dan McComb, Seattle, Washington | Feb 05, 2008

My favorite thing to say to solopreneurs who are attempting to appear bigger than they really are on their website:

"Small is the new big."

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Posted by Bridget Benton, Portland, Oregon | Feb 05, 2008

Thanks for this! I, too, really like how you broke down the questions "we" need to ask ourselves as we decide how to present on-line. I keep adjusting my site - it's definitely a work in progress - to present myself and my offerings both authentically and professionally. It's a challenge to bring my identity as an artist together with the services and training I can provide to organizations. It's text I'm still working on, but these questions definitely help me focus my message.
Posted by Chris Haddad, Seattle, Washington | Feb 05, 2008

Hi Karrie,

Completely agree with what you say here. What I generally say to solo pros who try to "enbiggen" themselves is "I really don't like it when you lie to me."
Posted by Karrie Kohlhaas, Seattle & Austin, Washington | Feb 05, 2008

I love it, Dan. So true, so true. Some would even say that "casual is the new professional" but sometimes people take that one a little too far (referring to the time I visited a company in Chicago and a guy was wearing cut-off jean shorts to work--yikes!)

Bridget, your site seems to strike a nice balance with the professional, clean design and content while at the same revealing yourself and letting people see the real you.

Messaging can always be improved and indeed, everyone should revisit their site periodically and revise, update, add something fresh--even to content that is still accurate.

I am curious about your work, Bridget, and will get in touch with you privately to find out more.

And Chris, leave it to you to really just say it like it is! Back at you in agreement, with the caveat that in a few cases enbiggening oneself may be strategic and well thought out. Maybe someone should add "enbiggen" to Wikipedia.

ThoughtShot Business Consulting
Posted by Michelle Goodman, Seattle, Washington | Feb 05, 2008

Karrie, you always have the most ingenious analogies. Love the inventiveness. I also love the point you make (why lie if the lie's obvious and it's not going to matter to your clients anyway, and possibly hurt you?). I often see these sites and wonder why people do that, but hadn't quite articulated in my head what you do so eloquently here. Thanks again!
Posted by Cathy Goodwin, Seattle, Washington | Feb 05, 2008

Good point! If you are going to project a corporate image, it has to go beyond your web page - phone message, shopping cart, ec.

What's funny is that the big Internet marketers - the millionaires - have very simple, crude websites. They're not trying to impress anybody but they send a great message with copy and testimonials.

I have to admit the universal "we" has become common and we copywriters are often guilty of this usage. "We" can mean just me and my VA! We get tired of the "I" over and over again.
Posted by Carol Skolnick, Santa Cruz, California | Feb 05, 2008

Gosh, if I'm a larger entity then my clients can't get the benefit of my personal touch! :) I love being small, which is not the same thing as playing small. Great article, Karrie!
Posted by Bonnie Story, Quilcene, Washington | Feb 05, 2008

Great article. Really, really some important cocepts there. I think I have a few WE's on my site, well actually I did use assistants for a while, but now it's just me again. I learned a new word, to: "enbiggen" - love it!

Thanks Ms. Kohlhaas! I'm off to find out more about you now.
Posted by Karrie Kohlhaas, Seattle & Austin, Washington | Feb 05, 2008

Michelle, right, why lie? I think it stems from an insecurity that some small business owners seem to harbor. It's the "Am I good enough?" syndrome all over again. That record has played so many times that you'd think we'd all be pretty bored with it by now--but instead it's become a staple for our human condition. For someone who wrote the Anti-9-5 Guide, you clearly do not fear boldly breaking from the status quo! Bravo.

Cathy, yes, if it makes sense to project big, then be consistent with it. I see you use "I" on your website. Refreshing. Thanks for your thoughts.

Carol, nice distinction between "being small" and "playing small."

Bonnie, maybe you'll be the one to add "enbiggen" to Wikipedia. Just be sure to mention Chris H. since he coined it on this thread. And feel free to contact me via my profile or email if you want to talk.

Great to hear from you all. It's so gratifying to see the comments and additional thoughts.

ThoughtShot Business Consulting
Posted by Richard Pelletier, Portland, Oregon | Feb 05, 2008

Nicely done, Karrie. This topic needs a lot more attention paid to it by small business people. I think there are many reasons why people get tripped up (they are not professional website designers, they aren't especially good marketing or copywriters) and in spite of good, earnest intentions, things go awry. You've helped people gain real insight here. Way to go.
Posted by Karrie Kohlhaas, Seattle & Austin, Washington | Feb 05, 2008

Ah, Richard, another copywriter! Seems this article attracted a lot of professionals in the biz of web design, copy writing and marketing. Feels like I am preaching to the choir!

Let us form a coalition and start a revolution! Maybe you all can use this article as a resource for your hard-headed clients who are clinging to "we" like the last life preserver on the Titanic! (Or even those just weighing out the pros and cons of enbiggening.)

Thanks for the note. Much appreciated.

ThoughtShot Business Consulting
Posted by Spike Matau, Seattle, Washington | Feb 06, 2008

Very good topic. Thank you for writing about this and the copy flowed so well I didn't even look away from it the entire time I was reading.

As they say in business, underpromise, overdeliver.

I recently saw that a person on the internet was offering a very similar marketing services package that I offer to clients, for a price that just could not even be met if he delivered the kind of work he'd promised.

For $300, he said he could deliver to clients what would take perhaps as much as 60 hours to produce.

This is getting a little off track now but the point is the same, in that honesty and integrity are the building blocks of a solid business foundation.
Posted by Jennifer Hofmann, Salem, Oregon | Feb 06, 2008

Love it. I was a nervous newbie a couple of years back and used "we." I admit it. :)

But a thorough rewrite of my site (which has nothing to do with web design or writing, BTW), I found my own voice. People want to work with ME anyway, so now I tell them lots about what I think and believe... in the first person. I had a blast with my About Me page, too.

When it was all written, I took a deep sigh of relief. I'm just me... and that's just fine.

:) Jennifer
Posted by Kelsey Foster, Edmonds, Washington | Feb 06, 2008

This is great Karrie! A former colleague of mine set out on his own and his site is TOTALLY what you are talking about! I have often wondered what his clients think when they realize it's just him behind the "we" and his big fancy-schmancy corporate office is the guest room in his house. Seriously - why say you have a "headquarters" when you could never hold a client meeting there without totally blowing your cover?

I am tying myself to the branding of my company from the get-go and although it's a little scary, I know in the end it's what will set me apart. That and the fact that my cats are quite talented business-folk but that's a whole 'nother story! ;)
Posted by matt Smith, Bainbridge Island, Washington | Feb 06, 2008

Karrie, This is good timing, since I'm working on my site. I was told once to sell myself, not exactlywhat I do. He said, "It's more likely that they'll want a 'Matt Smith' in here than some guy who can train people in improvisation." That has been at least half true. So, I'm sticking with the one man show image, and toning it down just a little for those who might be frightened by a sudden glimpse of the real me.
Posted by Kristopher Sookma, Bothell, Washington | Feb 07, 2008

Great Article!
Posted by Rebecca Wood, Lynnwood, Washington | Feb 07, 2008

Chiming in here also... Great article... And I agree... small is the new big!

I take pride in the fact that I can work one-on-one with wholesale clients ...something 'big business' just cant take the time to do!
Posted by Lil van den Heuvel, Redmond, Washington | Feb 07, 2008

Good timing for me as well. I had been pondering the "I" vs "we" thing. My business is a totally new venture (and adventure) for me - a little scary as I have absolutely no background in marketing or sales.... but your article has reinforced my gut feeling; I don't have to pretend to be someone or something that I am not in order to succeed. Thanks!
Posted by Steve Klein, Dallas, Texas | Feb 11, 2008

Dan said: "Small is the new big."

I couldn't agree more Dan.

Fantastic article Karrie! I could have used your insight long ago, as I used to focus so much on outward appearances when promoting myself and my services.

Ever since I re-focused on keeping it real, I can usually convey what I am all about in my client discovery briefs. If the client doesn't get it and what I am all about, I usually let it go. Nothing is harder than maintaining that false facade throughout the course of a client relationship.
Posted by Catherine Lenihan, New Orleans, Louisiana | Feb 13, 2008

Karrie, Great article... just getting into Biznik and this was a great example of the benefits of this community.... really got me thinking about what I teach and the new business venture. Love the idea that "small" is the new "big". Thanks!

Catherine
Posted by Angi Carlston, Seattle, Washington | Feb 18, 2008

Thank you Karrie, I love how you see right through things. This article really got me thinking. Just in time, too, because I am in the process of designing a new site and I hadn't thought about this aspect! This is very important and relevant information for me. I love your creative article titles and analogies.
Posted by Patricia Eslava Vessey, Normandy Park, Washington | Feb 26, 2008

Hi Karrie,

This is wonderful - just what I need to hear. I love your truth telling and reality checking. As a little guy/gal it's can be challenging to resist the bigger the better mode of presenting ourselves.

I am in the process of reevaluating and redoing my site, so this is very timely. Thank you bunches!

Patricia
Posted by Karrie Kohlhaas, Seattle & Austin, Washington | Jul 02, 2008

Spike, honesty and integrity, here here! Otherwise, why bother? I am glad you didn’t look away the entire time you were reading. I aim for that kind of reading experience. Thanks for your comment.

Jennifer, glad to hear you embraced the first person. In your business it really does make sense to do so. I do love your About Me page.

Kelsey, hilarious. Yes, if your headquarters is a guest bedroom and clients meet with you there, your cover will indeed be blown!

Matt, yes, we want a “Matt Smith” not just some guy…Right on. I like what you are doing with the website. I know you are still improving it, but you are going in the right direction.

Kristopher and Rebecca thanks!

Lil, Well, your business is a product, so you may want to say we, but you still do a nice job of talking about yourself on your site which makes it more personal and gives the visitor someone to connect with. I’d add a photo to your About page to further that connection. Not a boring headshot, but one of you working out.

Steve, maintaining that façade does take a lot of energy! Hey, you might want to add your website to your biznik profile so we can find your work.

Catherine, Welcome and by now I hope you are going to events and really soaking up the biznik sun!

Angi, your website looks great!. Nicely done!

Patricia, you definitely personalize your website. At the time I visited it, I noticed one thing you might want to do—tone down the multi-colored font. That is distracting from your great message of helping people improve the quality of their lives. I do like seeing the photo of you on the homepage. Since your business is all about the relationship clients build with you, I’d add another photo to the About page.

Thanks for all the comments. Feel free to leave more if you are reading for the first time or want to follow up on what you have changed about your site.

ThoughtShot Business Consulting
Posted by Kate Phillips, Carnation, Seattle, Washington | Sep 16, 2008

Great article. I remember struggling with the "I" vs "we," although my website doesn't look corporate. Also the "I" vs "she" - personal or press release style, as if someone else had written it? I've been advised the latter, but see great sites both ways. Thanks Kate

"Financial Healing" and Practical Prosperity
Posted by Brian Pasch, Rumson, New Jersey | Apr 04, 2009

Great article. As my Internet Marketing business has grown from just me doing everything to 12 employees, I still work hard to keep the personalization of our business as the key selling point. Most of my early clients commented that they that my website had my photos and bio and that they could call and speak to me directly.

No one likes to have to introduce themselves every time they call a business or when they need assistance and hit some out-sourced call center. One of the easiest ways for a small business to differentiate themselves is great customer service; a task which big organizations often fail at.

My challenge is how to create an organization that scales and keeps things personal. Once customers work directly with the "chef" they don't easily adapt to working with the Maitre D'.

I invite everyone to join this group on Biznik called "Internet Marketing Strategies".

Brian Pasch, CEO
Posted by Carol Skolnick, Santa Cruz, California | Apr 04, 2009

You speak the truth! Thought-provoking article, thank you. I think transparency is good, in "real life" and in work; "what you see is what you get" is an honorable way to do business.
Posted by Anthony Rotolo, Somerset, Pennsylvania | 3 weeks ago

Great articles about issues that we tend to deal with "in the back of our minds" and not with direct thought. It's another automatic thing, an unconcious expectation that drives us to create these corporate bland images. I have two sites. One, I admit, is framed as "we" and looks kinda corporate, but this is more for the purpose of anonymity - an issue you didn't mention. Sometimes you want to make the ownership vague, you certainly want to use a PO Box address, for the purpose of privacy. Of course, we should question whether we're just being paranoid, if we should be brave and step out from behind the curtain. But, still, privacy and anonymity can be important factors. My other site is to promote my design services, podcast, and writing, and I'm not anonymous in this endeavor. I also don't add "and associates" to make myself look bigger. I want to attract clients that want to work with who they (hopefully) perceive to be a talented individual that will be attuned to their needs. Thanks for this great article - it addresses such a pervasive issue that, astoundingly, no one to my knowledge has written about as you have.