That was me!
After over a decade of building a multi-six-figure photography business, a thriving online education brand, and even launching a school… my website still looked like “high-end wedding photographer Katelyn.”
And while that’s still part of me, it’s no longer all of me.
In this week’s podcast episode, I sat down with Jen Olmstead—co-founder of Tonic Site Shop and the brilliant designer behind every version of my site—to unpack what happens when your business outgrows your website, and why rebranding is more than fonts and colors. It’s identity work.
We covered so much ground in this conversation but some of my favorite parts are:
- Why creatives struggle to fully own who they’ve become
- The emotional side of letting go of an outdated brand identity
- How to write an About page that actually makes people care
- The business risk of staying hidden behind “safe” branding
- What it looks like to step into a more honest version of yourself online
Your Website Isn’t Just a Portfolio. It’s a Declaration.
One of the most vulnerable parts of this process? Realizing that my previous site was still trying to prove I belonged in the high-end wedding world—even though my heart had shifted.
I told Jen, “It was like adding on additions to a house I didn’t want to live in anymore.” Eventually, it was time to take it down to the studs and start fresh.
And it was scary!!
There was grief in letting go of something that had served me so well.
But more than that, there was excitement!!
Because I finally had an online home that reflects who I am today, not who I was five years ago.
What Makes a Good Website in 2025?
It’s not just beautiful design or clever copy. It’s a total alignment of all the parts of you.
Does your website match the tone, voice, and values of who you really are?
Jen said it best in this episode:
“Most people write their About page like a job interview. But the best ones feel like a conversation that makes me want to text you and be like, ‘Same.’”
This shift—from performance to connection—is what turns browsers into believers.
And it’s why your brand has to evolve as you evolve!
Ready for Your Own Refresh?
If this conversation stirred something in you (if your brand no longer fits!) and you’re ready to build something bold, beautiful, and true to who you are—Tonic Site Shop is the best place to start.
Use my code KJSENTME for 15% off your template at tonicsiteshop.com
Final Thought
Your website isn’t just a tool. It’s a trust-builder. And when it’s aligned with who you really are and where you’re going, it becomes one of the most powerful assets in your business!!
This new chapter for me, KJ 3.0, isn’t just about rebranding.
It’s about showing up honestly, boldly, and fully aligned. And I hope it gives you the courage to do the same!
