With a sharp eye for design and a soft spot for small biz owners, I craft websites that don’t just look good—they work hard.

DIY small biz branding

When I first started Anjea Creative, I did what most small business owners do—I spoke to everyone.

My messaging was broad. My design style? A little of this, a little of that. I thought casting a wide net would bring more clients in.

But instead, it did the opposite.

No one really got what I did. No one felt like I was talking directly to them. And honestly? I was attracting the wrong kind of clients—the ones who ghosted, asked for discounts, or didn’t really value the work.

That’s when I learned: great branding isn’t about speaking to everyone—it’s about speaking to the right someone.
And to do that? You need to understand buyer psychology.

Not all buyers make decisions the same way. Some need proof. Some need emotion. Some want the facts fast. Others want to feel seen.

Here’s a breakdown of the 4 main buyer types—chances are, your dream clients fall into one or two of these:

1. The Logical Buyer (aka The Analyst)

This buyer wants all the details. They read the FAQ, check your credentials, and compare packages side-by-side.

✔︎ What they need:

Clear pricing

Step-by-step breakdowns

Case studies and data

Proof of process

Speak their language with well-organized content, easy-to-scan pages, and strategic detail.

2. The Emotional Buyer (aka The Connector)

This person buys based on feeling. They want to connect with you, your story, and the “why” behind your work.

✔︎ What they need:

Personal storytelling

Strong brand voice

Testimonials that reflect their own experience

Heart-driven messaging

Make them feel safe, inspired, and understood—and they’re in.

3. The Fast-Action Buyer (aka The Decider)

They know what they want and they want it now. This buyer won’t scroll through fluff—they’re looking for a clear path to buy.

✔︎ What they need:

Straightforward CTAs

Clear packages

Quick booking process

Trust signals like reviews or logos

Hook them fast. Don’t make them dig for the “Work With Me” button.

4. The Researcher (aka The Skeptic)

They need time to decide. They’ll read everything before they commit. They're not quick to trust, but once they do, they’re loyal.

✔︎ What they need:

A content-rich site (blog, resources, videos)

Social proof

Credentials and client success stories

Clear policies and expectations

Be transparent. Give them everything they need to feel confident about saying yes.

So… How Do You Know Who You’re Talking To?

That’s the million-dollar question. And here’s where most businesses miss the mark: they guess.
But you? You’re smarter than that. Here’s how to actually figure out your ideal audience:

1. Look at Who’s Already Buying

Start with your past clients. Who loved working with you? Who got the best results?
Ask yourself:

What kind of buyer were they?

What did they value most in the process?

How did they find you—and what convinced them to say yes?

Your best-fit clients leave clues.

2. Check Your Analytics + Emails

Are people spending time on your “How It Works” page? Are they always asking about results or timelines?
These habits tell you a lot about what they need to feel confident.

3. Ask! (Seriously)

Poll your audience. Add a question to your inquiry form. Talk to your best clients and ask what mattered to them when they decided to hire you.

People want to tell you how they think—you just have to ask.

Once You Know, You Can Speak Directly To Them

When you design your website, write your copy, or even show up on socials—you should have that one buyer type in mind.
Because when your message is tailored, clear, and aligned? The right clients don’t hesitate. They click. They book. They say, “Finally, someone who gets it.”

Final Thoughts: It's Not About Being for Everyone

You don’t need everyone to say yes. You just need the right people to say, “I’m in.”
That starts with understanding who they are—and building a brand that feels like it was made just for them.

And if you’re still trying to figure out who that dream client is?
That’s part of the strategy I bring to every website I design. Because pretty doesn’t cut it. We build websites that speak, sell, and serve the people you’re here to he