How You Pictured It

Hosted by Kate Hejde

Business Entrepreneurship Marketing Arts

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Feb 2026

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About the show

How You Pictured It is for the dreamers, the doers, the visionaries — service-based small business owners who are great at what they do and want to spend more time actually doing it. I’m Kate Hejde, website strategist and founder of Dear Kate Brand Strategy, and here we’ll talk about attracting clients who get it — who value your work and trust you enough to pay higher prices — without burning out or sacrificing your life to your business. You’ll learn how to clarify your message, position your offers, build a strategic website, use SEO and AI wisely, and create marketing that keeps working even when you’re off the clock. Because your business should support your life — not bend and break it. Find more at dearkatebrandstrategy.com

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60 recent

February 17, 202616 min

DIY Website or Hire a Designer? How to Choose the Right Move for Your Service Business

DIY your website or hire a designer? The right answer depends on your business stage—not your confidence.For service-based business owners debating DIY vs hiring a website designer, this solo episode breaks down website strategy, copywriting, SEO, and the 6 roles behind a site that actually converts—plus when outsourcing works and when it backfires.👉 Watch the free class: From Overlooked to Fully Booked https://dearkatebrandstrategy.com/fully-bookedFollow the show for practical website strategy that helps you book clients without relying on social media.Chapters:00:00 — DIY or Hire a Website Designer? The Answer Depends on Your SeasonWhy this isn’t a yes-or-no decision—and how your business stage changes everything.00:31 — Lauren’s Story: How Strategic DIY Built the Foundation to Outsource LaterSame business, different seasons, different decisions.01:22 — The 6 Roles Behind a Strategic Website (It’s More Than Design)Why design is only one piece of the puzzle.01:39 — Role #1: Brand Strategy — The Step Most Business Owners SkipPositioning, clarity, and why strategy must come before visuals.02:45 — Role #2: Brand Design vs Website Design — Ingredients vs RecipeWhy your logo isn’t your website.03:56 — Role #3: Copywriting — The Conversion Engine (and Why It Takes Longer Than You Think)Why writing your own copy is harder—and more powerful—than expected.05:03 — Role #4: Design + Development — Turning Strategy Into a Site That SellsHow layout guides the customer journey.05:34 — Role #5–6: SEO + Ongoing Maintenance — Get Found and Keep It WorkingWhy visibility and updates matter long term.06:34 — When Hiring a Website Designer Makes Sense: 5 Signs You’re ReadyHow to outsource strategically.07:51 — Outsourcing Done Right: Why Lauren’s Rebrand WorkedWhat happens when clarity comes first.09:06 — The Trap of Hiring Too Soon (Photographer Case Study)Why a beautiful site doesn’t always convert.10:06 — Why DIY Can Be Powerful: Build Clarity, Confidence, and Marketing SkillsMessaging muscle + long-term growth.12:24 — DIY vs Done-For-You: Honest Pros, Cons, and TradeoffsTime, cost, control, and flexibility.15:15 — “I’m Not Techy” Myth: Why No-Code Website Builders Make DIY PossibleThe tech isn’t the hard part anymore.15:50 — Final Takeaway + Free Training: Build a Website That Books ClientsHow to move forward with clarity instead of guessing.🔗 Links MentionedFree Training: From Overlooked to Fully BookedLearn the 3-part framework (Strategy → Site Design → Showing Up) to build a website that books clients:https://dearkatebrandstrategy.com/fully-bookedRelated Video: Is Your Website Missing These Key Pieces?https://youtu.be/z1sA9sOPNhc?si=PADCQPVaSUnlNdBy

February 6, 20263 min

7 Things to Prep Before You DIY Your Website, Especially in Busy Season

Think you have to wait for your slow season to start your website?Not true.Your best website doesn’t actually start in Showit (or Squarespace… or WordPress).It starts way earlier — in the middle of your everyday client work.In this episode, I’m sharing 7 simple things you can prep now — even if you’re fully booked and nowhere near “website build mode” — so when you do sit down to design, you’re not starting from scratch.Because the truth is:The difference between a stressful DIY website and a strategic one usually comes down to what you gathered ahead of time.These small, behind-the-scenes habits will help you:write your copy fasterdesign with more clarityattract better-fit clientsand build a site that actually converts…without scrambling for content at the last minute.If you’re in a busy season but know a new website is coming someday, this episode is your game plan.🧭 In this episode, we cover:Why your website prep starts long before you open your builderHow to collect stronger, more specific testimonialsNoticing your “sweet spot” projects (and what to stop showcasing)Easy ways to capture behind-the-scenes process photos + videosHow to gather real-world design inspiration (not just Pinterest)Using your clients’ exact words to write better copyTurning past posts and content into evergreen website assets🔗 Resources mentioned✨ Free Website PlannerPlan your pages, organize your ideas, and design with strategy — not guessworkdearkatebrandstrategy.com/planner

April 4, 202511 min

How to make ai sound like you

In today’s episode, I’m sharing how you can use AI tools like ChatGPT or Claude to actually amplify your voice, not replace it. Whether you're a coach, creative, or personal brand, these simple strategies will help you collaborate with AI in a way that sounds like you and connects with your dream clients.We’ll cover:Why AI content often sounds so generic (and how to fix it)How to feed AI your real voice and contextEasy prompts that help AI collaborate with you—not take overHow to use AI for brainstorming, decision-making, and content planningThe tool I use to make every AI interaction faster and more accuratePlus: I’ll show you how to get started today without feeling overwhelmed—and how to build your own Marketing Field Guide when you’re ready to level up.🔗 Links Mentioned:Grab AI Weekly (Free Prompts + Guide): dearkatebrandstrategy.com/aiweeklyDiscover Your Brand Blend with Marketing Trail Mix: dearkatebrandstrategy.com/trailmix Follow Dear Kate Brand Strategy on InstagramLearn more at Howyoupicturedit.com

March 24, 20255 min

The 5 Questions Your Homepage Must Answer to Convert Clicks to Clients

Five Essential Questions Your Homepage Must AnswerYour homepage is more than just a welcome mat; it's a snapshot of your entire business. In this video, we cover five critical questions every homepage needs to answer to convert visitors into ideal clients and rank well on Google. First, make sure your homepage clearly states what you do, followed by defining your audience. Next, distinguish what makes you different and guide visitors on what to do next. Lastly, build trust by showcasing testimonials and social proof. Bonus tips include leveraging SEO strategies and starting with your services or about page if you're stuck.00:00 Introduction: The Importance of Your Homepage00:16 Question 1: What Do You Do?01:07 Question 2: Who Do You Help?02:25 Question 3: What Makes You Different?03:04 Question 4: What Should They Do Next?03:28 Question 5: Why Should They Trust You?04:14 Bonus Tips and Recap Follow Dear Kate Brand Strategy on InstagramLearn more at Howyoupicturedit.com

March 17, 20257 min

7 Ways AI Can Help You DIY Your Website

Ever feel like building a website is an impossible task? You’re not alone! But what if you had a virtual assistant helping you every step of the way? That’s exactly what AI can do! In today’s episode, I’m breaking down 7 powerful ways AI can make your DIY website journey faster, easier, and stress-free.We’re covering: ✅ How AI can help with SEO & competitor research so you stand out ✅ Using AI to write website copy that connects & converts ✅ AI-powered brand colors, fonts, and mood boards ✅ Generating custom stock photos to match your brand ✅ AI-assisted layout & design inspiration to make your site shine ✅ Adding custom code (without knowing how to code!) ✅ Using AI for market research & ideal client insightsIf you’re a small business owner, creative entrepreneur, or service provider DIY-ing your website, this episode is packed with actionable tips to help you work smarter, not harder!🔗 Mentioned Resources & Links: Website Writer AI – AI-Powered Copywriting for Showit Free Website Checklist – Make Sure You Have the Essentials💬 Which AI trick are you most excited to try? Let’s chat! DM me on Instagram [@dearkatebrandstrategy] or leave a review & let me know!🎧 Love this episode? Don’t forget to subscribe & leave a review on Apple Podcasts or Spotify! Follow Dear Kate Brand Strategy on InstagramLearn more at Howyoupicturedit.com

February 11, 20257 min

How to Create Brand Guidelines for Consistent, Easy Marketing

Struggling to create content that feels right for your brand? You're not alone! Whether you're DIYing your marketing, using AI, or outsourcing, inconsistent branding could be the reason why your marketing isn’t working as well as it should.In this episode, I’ll break down:✅ Why brand consistency builds trust and increases sales (by 10-20%!)✅ The key elements of brand guidelines that make marketing easier✅ How to stop wasting time on content that doesn’t feel right✅ How to create brand guidelines that help you show up confidently Follow Dear Kate Brand Strategy on InstagramLearn more at Howyoupicturedit.com

February 4, 20259 min

STOP Believing These Website Myths! (They’re Holding Your Business Back)

If you’ve been putting off building or updating your website because it feels overwhelming, expensive, or just plain frustrating—you’re not alone. But here’s the truth: your website isn’t just an online brochure or a digital business card. It’s a powerful tool that can bring in leads, establish your credibility, and work for you 24/7—if it’s built strategically.In today’s episode, we’re tackling 9 common website myths that keep small business owners from getting real results online. From the belief that "if you build it, they will come" to thinking "social media is enough," these myths could be costing you clients and sales.📌 In This Episode, You’ll Learn:✅ Why SEO isn’t as complicated as you think✅ Why a pretty website alone won’t get you bookings✅ The real reason free website builders and AI tools can hurt your business✅ Why social media is NOT a replacement for your website✅ How to turn your site into a lead-generating machine (without constantly rebuilding it)🎧 Episode Breakdown & Timestamps:00:00 Welcome – Why website myths are hurting your business00:43 Myth #1: "If I build it, they will come" (Why your website needs strategy, SEO, and content)01:38 Myth #2: "A pretty website is all that matters" (Why visuals alone won’t get you clients)02:35 Myth #3: "I can just use a free website builder or AI" (Why free tools may cost you in the long run)03:40 Myth #4: "I don’t need a website, social media is enough" (Why your website is your brand’s home base)05:10 Myth #5: "SEO is too complicated for DIYers" (SEO is simpler than you think!)06:25 Myth #6: "I just need to buy a template and fill in the blanks" (Why templates need customization)07:30 Myth #7: "Mobile design doesn’t matter that much" (Most visitors browse on mobile first!)08:20 Myth #8: "Websites are just online brochures" (Your website should work like a salesperson)09:12 Myth #9: "I can just set it and forget it" (Why website updates keep your business visible)10:30 What to do next – How to build a website that sells for you💡 Resources & Next Steps:🚀 Want to stop second-guessing your website? Build a strategic site that helps you get found, attract ideal clients, and grow your business—without the guesswork.🎯 Join Brand Base Camp for expert guidance, live support, and all the tools you need to create a website that works for you:👉 dearkatebrandstrategy.com/bbc📢 Let’s Connect!✨ Have a question about today’s episode? DM me on Instagram [@dearkatebrandstrategy] or leave a review!✨ Loved this episode? Share it with a fellow entrepreneur who needs a website that works!🎙️ Subscribe & ReviewDon’t forget to subscribe so you never miss an episode! If you found value in today’s episode, leave a review—it helps more small business owners get the website clarity they need. Follow Dear Kate Brand Strategy on InstagramLearn more at Howyoupicturedit.com

November 21, 20247 min

How Blogging Boosts SEO and Marketing for Small Businesses in 2024

Let’s bust some myths about blogging, shall we? In this episode, I’m diving into why blogging isn’t just “still alive”—it’s thriving, and it can be a total game-changer for your business marketing. Forget the idea that you have to be a “great writer” or that blogs are a one-and-done effort. I’m breaking down why blogging matters more than ever, especially for small businesses looking to stand out online.We’ll talk about how blogging can help you show up on Google (where people are actually searching for your services), why it’s a better long-term investment than social media posts, and how you can turn one blog into tons of content. Plus, I’ll give you a sneak peek at my new blogging mini-course, which is designed to make blogging doable, strategic, and impactful for your business.Whether you’ve been blogging for years or are just dipping your toes in, this episode is packed with ideas to help you create blogs that work for you, not just take up time.Here’s what we’re covering:Why Google is a goldmine compared to social media.How blogging builds credibility and attracts your dream clients.Busting myths like “blogging is dead” and “I’m not a good enough writer.”The secret sauce: long-term benefits of blogging you can’t get elsewhere.Practical tips to make blogging simple and effective.Why small businesses (yes, even solopreneurs!) can use blogging to go head-to-head with the big guys.Episode Breakdown:00:00 Introduction: Why Google Wins Over Social Media00:25 Why Blogging Deserves a Spot in Your Marketing Strategy01:08 Myth Busting: The Truth About Blogging02:43 Blogging’s Long-Term Benefits (Spoiler: It’s Worth It)04:19 Easy Tips to Get Started (or Reignite Your Blog)05:38 Wrapping Up: How Blogging Levels the Playing FieldIf this episode gets you fired up about blogging, get on the waitlist for my blogging mini course! It launches this Black Friday and you can grab it for up to 60% off!! I’ll show you how to create strategic, SEO-friendly blogs without burning yourself out. Let’s make blogging your business’s best-kept secret weapon!Listen to my episode on SEO here: https://dearkatebrandstrategy.com/podcast/simple-smart-seo-practical-tips-for-improving-your-websites-search-rankings/ Follow Dear Kate Brand Strategy on InstagramLearn more at Howyoupicturedit.com

October 11, 20246 min

Building Strong Client Relationships with Enneagram Marketing: Tips for Small Business Success

In this episode of the How You Pictured It Podcast, we explore how to build meaningful client relationships through the power of Enneagram marketing. If you're a small business owner in service-based industries like photography, bookkeeping, real estate, or consulting, this episode is for you!Discover how understanding your brand’s Enneagram type—whether you're a Helper (Type 2), Loyalist (Type 6), or Peacemaker (Type 9)—can transform your marketing strategy and help you connect deeply with your ideal clients.💡 Key Takeaways:How to use relationship-focused marketing to attract loyal clientsProven Enneagram marketing strategies to grow your businessPractical tips to enhance client trust and build authentic connectionsWays to align your marketing with your brand’s personality for better resultsWhether you're just starting out or looking to strengthen your brand strategy, this episode is packed with actionable insights to help you stand out in a crowded market.👉 Take the free Brand Enneagram Quiz at dearkatebrandstrategy.com/quiz and find out how your Enneagram type can shape your business success! Follow Dear Kate Brand Strategy on InstagramLearn more at Howyoupicturedit.com

September 30, 20248 min

Using Brand Enneagrams to Market Your Small Business

In this episode, I introduce the concept of brand Enneagrams, a tool designed to help service-based business owners understand their brand's unique personality and strengths. I explain the importance of standing out in today's competitive market and how brand Enneagrams can simplify and enhance your marketing efforts. I outline the nine different brand Enneagram types, describing each type's characteristics and how they can connect with your ideal clients. Take the quiz at dearkatebrandstrategy.com/quiz to discover your brand Enneagram type and get personalized marketing strategies.00:00 Introduction to Brand Enneagrams00:32 Understanding the Importance of Being Different01:02 What is a Brand Enneagram?01:32 Why Service-Based Businesses Need Brand Enneagrams02:58 The Nine Brand Enneagram Types04:28 Applying Your Brand Enneagram05:12 Discover Your Brand Enneagram Type05:58 Practical Applications of Brand Enneagrams07:24 Conclusion and Next Steps Follow Dear Kate Brand Strategy on InstagramLearn more at Howyoupicturedit.com