Ali Spitsbergen had a 100% retention rate, a mastermind full of seven-figure women, and a website she built herself with her assistant. Her logic made sense: the clients were coming, so who needed a better site? A website redesign wasn't on her radar until the dust settled and she noticed the caliber of women inside her business didn't show up anywhere on the outside.
This is the first client spotlight on The Better Brand, and Ali brings the whole story: what she was nervous about, the mid-project moment she was sure I'd fire her, why AI copy started making her sound like everyone else, and what she'd tell any business owner trying to decide how much to budget for a website. If you've been telling yourself your site is "good enough" because referrals are carrying you, this conversation is for you.
What you'll learn
- Why a strong personal brand can hide a weak website for years, and the moment it stops working
- What actually happens in the messy middle of a rebrand, and why changing direction isn't a failure
- Where AI helps with website copy and where it flattens your voice
- How to think about budgeting for a website redesign using the "time or money" rule
- How a clear website made Ali's marketing easier, down to her team pulling social content straight from it
Episode highlights (estimates, verify against final audio; the new intro will shift these)
- [00:43] Meet Ali and the website she built herself
- [02:17] How she found me, and what convinced her to hire a designer
- [04:02] The fear: does a busy mom of four have capacity for this?
- [05:47] The messy middle and the text that changed the project's direction
- [08:07] AI copy vs. a human copywriter, and why Ali brought in my team
- [10:34] How it felt to hit publish
- [11:48] "If I waited another year…" and the website her team forgot they had
- [15:04] How to budget for a website redesign
- [17:34] Ali's advice if you know it's time but you're still waiting
Key takeaway
"You either pay with your time or you pay with your money." — advice from Ali's dad that she wishes she'd followed from day one of this project
Resources mentioned
What's Next
If this episode had you doing math in your head about your own prices, start with the Brand Audit Scorecard to see where your pricing and positioning actually stand right now. Ready for a deeper, personalized look? The $27 Brand Clarity Audit breaks down your site, your messaging, and your search presence in one report.
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ABOUT THE HOST:
Jan Touchberry is a brand strategist, marketing consultant, and founder of The Brand Collaborative. She helps women entrepreneurs build profitable businesses with clear messaging, strategic funnels, and aligned visibility.
