It started with a soft snowfall on a Saturday morning. I stood in the kitchen, still in my cozy wool slippers, watching my husband stack firewood outside while steam curled from my coffee mug. Our two younger kids were tugging on boots, begging to go help. And in that quiet moment, I thought: this—this might just be it. Not the end goal, not the retirement plan. But the thing we were always chasing in some abstract way.

For years, we’ve worked in the digital space. Tech, startups, digital products—we built our dream life with Wi-Fi and willpower. We’re deeply grateful for it. And yet… there’s been this quiet longing we couldn’t shake.

What if the dream you built starts to evolve?

What if you have everything you once asked for… but your heart keeps tugging you toward something different?

What if success isn’t about scaling up, but slowing down?

This post isn’t about quitting everything and moving off-grid. It’s about adding depth. Texture. Dirt-under-the-fingernails kind of fulfillment. If you’ve ever felt like your online business is thriving but your soul is asking for more, you’re not alone. And maybe—just maybe—you’re allowed to want and do both.

Where the Dream Started to Shift

We thought success looked like laptops and launches. But these days, it looks like early mornings, muddy boots, and and hatching baby chicks in our kitchen.

A few years ago, we were living in a little beach cottage. Two blocks from the ocean, sunshine nearly year-round, and all the amenities that made remote work feel like a dream. But when we saw the listing for a old red house in New England—on 45 acres, no less—something in me lit up. (We had never even been to new england).

We told ourselves it was a good investment. We said the land was just a bonus. But really? We were craving something deeper. More grounded. A place to put down roots in more ways than one.

At the time, our work lives were at full capacity—meetings, launches, emails, and endless tabs open at once. But on weekends, we’d be outside: planting apple trees, hauling rocks, fixing fences. My husband started chopping firewood to heat the house. I started dreaming about what we could grow.

We always say that if we just work hard enough, earn enough, and keep pushing, we’ll finally have the time to do what we love. More time outside. More time growing things. More time together, hands in the soil.

But what if the thing we were working toward… was already right here?

What if this was the life we were meant to build?

Not as a side project. Not as a someday dream.

But for real. For now.

So we made it official.

We started a farm.

And just like that, the shift began.

Turns Out, “Perfect” Wasn’t What We Needed After All

Joy wasn’t found in inbox zero or perfectly polished sales funnels. Joy showed up in quiet, ordinary moments:

• Mucking out the chicken coop at sunrise.
• Watching our kids collect eggs with their little yellow rain boots.
• Sharing sourdough and soup with neighbors.
• Looking up from our laptops and seeing trees, not traffic.

It hit us hard during a recent trip to Europe. In Germany, Switzerland, and Italy, we visited farms—small ones, nestled into hillsides, run by families. These farms didn’t have perfect land. Some were steep. Some were rocky. But they worked with what they had.

We realized you don’t have to have it be perfect in order to start. You don’t have to quit your one dream job to build something new. You can start with what you have. And do both for as long as you want to.

Maybe This Was the Dream All Along

We still have Zoom calls. We still build funnels and send newsletters and doe and sell digital products. But we also plant apple trees, mend fences, and teach our kids how to plant seeds.

And we’ve never felt richer in those mundane moments.

This farm isn’t a backup plan or an escape route. It’s an expansion. A slower dream, layered on top of the fast one. A place where both ambition and peace can live side by side.

We still run our digital businesses. My husband still codes. I still take client zoom calls and build things on the internet. But now, we also build things in the real world—with our hands, with our kids, with the seasons.

The farm isn’t a replacement. It’s an expansion. A widening of what success can look like.

Because the goal was never just freedom.

It was meaning.

It was connection.

It was building a life that feels rich in ways no metric can measure.

So if your heart is pulling you in a new direction—toward something slower, messier, more rooted—I hope this reminds you:

You don’t have to wait until everything’s perfectly aligned.

You don’t have to burn it all down to begin again.

You’re allowed to evolve.

You’re allowed to want both.

And sometimes, the life you’re chasing?

It’s already under your feet.

You just have to plant something and begin.

The night before we left for Europe, I was still up at 11:45 PM—wrapping up the last few pieces of content, double-checking automations, and setting that final “out of office” email reply. I told myself I’d be ahead of the game this time. But let’s be honest… there I was, one more late night deep in Google Docs, just trying to make sure nothing fell through the cracks.

I’d planned this trip for months. Dreamed about it for years. And yet, even with all the prep, I still found myself sprinting to the finish line.

Can You Really Unplug When You Run a Business?

This trip was more than just a vacation. It was a homecoming. I was born and raised in Germany until I was eleven, and taking my own kids back to those childhood spots was something I’ll never forget. Sitting on the same bench my mom used to sit on while I played—only now watching my own four kids run wild on the same playground? It was like life folded in on itself in the most beautiful way.

But even in that moment, there was a tiny voice in my head whispering, “Did I prep enough? Will everything run like it should?”

If you’ve ever tried to truly unplug from your business—especially as a mom, a multi-passionate entrepreneur, or someone who wears 87 hats—you know that feeling. The hope that everything will keep moving without you… but also the low hum of worry that it might not.

So today, I wanted to give you a real look at how the trip went, what actually worked behind the scenes, and what I’ll be doing differently next time.

What Sparked This Whole Reflection

We spent two weeks hopping across Germany, Switzerland, Italy—and even had a little accidental adventure through France (thanks to a GPS reroute and one my navigation skills).

The trip was packed with special moments:

• Celebrating my grandma’s 90th birthday on my aunt’s farm, surrounded by family I hadn’t seen in years.
• Introducing my husband to the country where I grew up (yes, after 17 years of marriage, this was his first time there).
• Eating chocolate-filled croissants on a mountain in Italy.
• Hiking beside cowbells in Switzerland with the most unreal backdrop of rolling hills and alpine lakes.
• Driving some of the narrowest, scariest mountain roads known to man (would not recommend with kids in the back and a cappuccino in hand).

And all the while? My business kept running. Sales came in. Newsletters were delivered. Clients were booking. Blog posts went live.
My business? Completely automated.

What I Realized

I realized that rest isn’t just a nice idea. It’s necessary.
I realized that no matter how well I plan, it’s okay if things aren’t perfect.
I realized that the life I actually want doesn’t involve always being plugged in—even if I love what I do.
And I realized that I don’t have to earn my time off by sprinting to burnout before I go. I can simply plan, prepare, and allow the systems I’ve built to do their job.

Honestly, there’s something wildly freeing about knowing your business doesn’t fall apart without you. That’s the real magic of automation and systems. And it’s taken me years to get here.

What Helped Me Unplug Without the Panic

1. Batching Content Ahead of Time

Yes, it made the week before we left a little wild—but I scheduled everything from blog posts to Pinterest pins to email campaigns. If I had to do it again, I’d probably give just take two weeks off instead of trying to do two weeks of work, in the month prior.

2. Letting Go of Perfection

Not every post needed to be Pulitzer-worthy. Not every email had to be long. The goal was consistency, not perfection. Showing up, even while I was offline, was enough.

3. Using Automations

I leaned on my email software (hi, Flodesk!), and my blog to do the heavy lifting. These systems are designed to work for you. Let them. I wrote extra in the weeks leading up to the trip, and scheduled all the content to be released while away. It worked perfectly.

4. Trusting the Process

This one’s hard, especially for control-loving entrepreneurs. But when you’ve done the work? You have to step back and trust it. That trust is what lets you actually enjoy the pasta and the cowbells and the long walks through cobblestone streets. As the years have gone by, I’ve gotten really good at this. I used to put business first. Worked around the clock. Looked at late nights as some kind of proof that I was doing the work. Never took a day off. Today, life looks a little different. A little slower. I don’t want to rush through life. I want to soak in these moments. I want to be present, and truly there in the moment. I can work hard in my business, but also have learned to close my laptop and simply enjoy my life.

5. Building for the Long Game

I’m not here to be viral. I’m here to be consistent. And when I focused on evergreen blog content and Pinterest strategy, it built a kind of momentum that doesn’t disappear the second I log off. And each year I get to continue building on to a business that is designed to last.

The Details That Made This Trip Special

Let’s talk about a few of the little things that made this trip so beautiful. Because sometimes it’s not the big moments, but the ones that sneak up on you and steal your heart:

• The ice cream shop in my old German hometown that still exists, right in the same spot on the same street. I took my kids there almost every day and instantly turned into my 8-year-old self again.
• Watching my kids play at the same park I played at as a child, while I sat on the same bench my mother did. That moment? I think I’ll carry it forever.
• The sound of cowbells echoing through the hills in Switzerland. Literal magic.
• Chocolate-filled croissants in Italy that were so good.
• Watching my kids play with kids from other counties and getting interested in learning German and Italian.
• My husband experiencing Europe for the first time with me. Seeing him meet my family, try my favorite childhood foods, and fall in love with the countryside I grew up in.

When I look back at that trip, it’s not just the mountains or the family gatherings or the chocolate croissants that make me smile—it’s the quiet confidence I had knowing I’d built something that could carry on while I rested.

One Last Thought

What if you turned off your phone, shut the laptop, and didn’t check in on your business for two full weeks?

Would it keep going? Would your content still show up? Would sales still come in? Would your people feel supported, even without you present?

If that question makes your stomach turn a little—you’re not alone. I’ve been there, too. That quiet fear that everything will fall apart if we stop showing up… it’s a common one for entrepreneurs. But it’s also a sign. A little nudge that maybe—just maybe—it’s time to build something more sustainable.

Something that gives you space to rest without guilt.
Something that runs while you’re at your kid’s soccer game or exploring a trail in the Alps.
Something that still serves and sells, even when you’re completely offline.

This doesn’t happen overnight, but it is possible. I know because I’ve built it, tweaked it, tested it, and watched it keep working while I stepped away.

You don’t have to flip your whole business model today. But what’s one thing, just one, that you could shift this month to move closer to that kind of freedom?

Maybe it’s turning your most popular post into a Pinterest pin.
Maybe it’s setting up a simple opt-in that grows your list on autopilot.
Maybe it’s carving out time to finally map out your evergreen content.

Start small. Start where you are. But whatever you do, start.

You deserve a business that runs without you… so you can fully live the life you started it for.

One of the most common questions I get when it comes to Pinterest ads: Where do I even start? You’ve probably heard that Pinterest can be a goldmine for passive traffic and sales (spoiler: it totally can be). But when you finally sit down to launch your first ad, it’s easy to get overwhelmed—there are different ad formats, audience types, budgets, pins, targeting strategies… it’s a lot.

Here’s the good news: it doesn’t have to be complicated.
But you do need to start with the right strategy—for where you are right now.

Because truthfully? The best first ad to run on Pinterest depends on whether you already have traffic coming in… or you’re starting from zero.

Let me explain…

Part One: If You Already Have Website Traffic (Even a Little)

If you’ve already got visitors landing on your site—maybe from your blog, SEO, Pinterest content, or even social media—then listen up, because this is where Pinterest ads can really shine.

💡 Start with a remarketing ad.
This is hands-down the best ad to run if you’ve got even a little bit of traffic already trickling in.

Why?
Because it’s targeting people who’ve already seen your brand. Maybe they clicked through to a product, added something to their cart, or read one of your blog posts. These people are already warmed up—and a well-placed Pinterest ad might be the nudge they need to finally hit “buy.”

Real Talk: What Remarketing Can Actually Do

Let me give you a quick example.
In one day, I spent $11 on a remarketing ad and made $470 in return. (Yep, I triple-checked.) That’s the beauty of this type of ad—it’s not trying to introduce you to new people, it’s gently reminding someone who’s already been in your world that your offer is still there. Still helpful. Still worth it.

And when your ad shows up while they’re planning, searching, and making decisions on Pinterest? Magic. And the best part? Since this ad only gets shown to those who have visited your site, it’s a much smaller audience size, which means you really don’t have to spend much.

How to Set Up Your First Remarketing Ad on Pinterest:

• Make sure you have the Pinterest tag installed on your website (this tracks who’s visiting).
• Choose one of your top-visited products, services, or blog posts as your landing page.
• Create 3–4 fresh pin designs that lead directly to that page.
• Use Pinterest’s ad manager to retarget visitors who have already interacted with that page or your site in the last 7–30 days.

It’s a strategy I use regularly and still get amazing returns from—because it works.

But here’s the thing…

Part Two: If You’re Starting From Zero

What if you’re just getting started?
What if no one’s visiting your website yet, and you don’t have enough traffic to retarget?

Friend, don’t worry. This is still a perfect time to start with Pinterest ads. You just need a slightly different strategy.

💡 Run a cold traffic ad to your best-selling product or service.

Why your best seller? Because it’s already been validated. Even if it’s just through a few sales here and there—you’ve proven that people want this thing. And that means it has the highest chance of converting when you get it in front of more of the right people.

Once you start generating traffic (and sales) you can turn on a second ad for remarketing.

Why Pinterest Is Great for Beginners

One reason I love recommending Pinterest ads to business owners is that Pinterest doesn’t require you to have a giant following, or a warmed-up audience. People are already searching for solutions, ideas, and offers. And if you can match your ad to what they’re looking for? You’re in.

Instead of trying to interrupt someone’s scroll like you do on Instagram, Pinterest lets you place your ad right where someone’s already looking for what you sell.

That means better alignment. More clicks. And more potential for sales—even if your audience is still small.

Recap: The Best First Pinterest Ad Depends on Where You Are

Let’s make it simple:

You Have Website Traffic	You’re Starting from Scratch
Start with: Remarketing ad to warm leads	Start with: Cold traffic ad to your best seller
Target: Past website visitors or engaged Pinterest users	Target: Interests, keywords, and search terms your audience is actively using
Goal: Boost conversions from people already familiar with you	Goal: Attract new traffic and make your first few sales

Both are powerful. But choosing the one that matches your business stage will give you the fastest path to results.

Want My Exact Strategy?

So many of my business friends were curious about how I was running Pinterest ads and getting strong ROI—even with a small ad spend—that I created a 90-min course that walks you through my entire setup.

🎯 The Pinterest Ad Strategy is short, sweet, and super actionable. In under 90 minutes, I show you:

• How I set up Pinterest ads from start to finish
• What kind of ad creatives I use
• How I track conversions
• And how to target the right people who are ready to buy from you.

It’s like looking over my shoulder as I set up a real campaign—with takeaways you can apply right away.

If you’ve ever wanted to start running Pinterest ads but didn’t know how to start smart, this is it. You can check it out right here.

Pinterest ads don’t have to feel overwhelming or intimidating. You just need the right starting point for where you are right now.

If you have traffic—remarketing ads are gold.
If you’re just beginning—run a cold ad to your best offer.
Either way, you’re giving your business a boost by putting your work in front of people who actually want what you have.

Last spring, we planted sixteen apple trees. They line the dirt road on our property now, barely taller than my littlest kids, their thin branches still reaching out with all the hope of something much bigger. It was a family affair—muddy hands, mismatched shovels, sun-warmed shoulders, and kids running barefoot between holes. My husband dug. I placed roots. The kids patted dirt like it was treasure. It was one of those core memories I hope I never forget.

They were just tiny twigs in the ground. But I saw what they could become.

As we planted, I caught myself daydreaming—of heavy branches filled with apples, of pies on fall mornings, of the first crisp bite into something we grew ourselves. I pictured my younger kids growing up alongside those trees, and then the far-off future: little grandkids racing each other down our dirt road, weaving between tree trunks that started as sticks but grew alongside generations.

But here’s the honest part: there’s also a quieter voice in me that wonders if I’ll ever get to see it.

Because seven years ago, I planted something else.

The Dreams That Don’t Always Stay

We bought our dream home on a little island. A house with the ocean in the distance. And on one of our wedding anniversaries, my husband got me two palm trees that we planted in the front yard.

My husband dug the holes, one on each side of where a hammock would hang. We knew we’d have to wait years before we could actually use it—before the roots would settle deep enough, before the trees would grow strong enough to hold our weight. But that was part of the dream. I still remember standing back, thinking about the salt air, the slow mornings, the stories we’d read to the kids under those trees. It felt so sure. So right.

But we had to leave that dream behind.

And I never did get to enjoy that hammock.

And I still think about those palm trees. It’s a soft ache—that reminder that not every seed we plant is one we get to harvest.

That not every dream plays out the way we hope.

But Still, We Plant

And yet, last spring, I knelt down in the dirt and planted again. Even with that uncertainty.

Because something in me still believes in planting.

And maybe you’re there, too. In business. In life. Planting seeds that you hope will grow—a new offering, a new idea, a new rhythm for your days. Maybe you’re holding both the hope and the fear. Maybe you’ve planted before and watched something beautiful bloom, only to have to let it go.

And still—here you are, planting again.

What Business Has Taught Me About Roots

I used to think success was fast. Loud. Certain.

But now I see it’s more like those apple trees. Slow. Quiet. Rooted in intention. It takes time.

I think back on my business and how many seasons I’ve been through. The big ideas. The pivots. The launches and the letdowns. There were moments I was sure something would flourish—and it didn’t. And there were other times I planted something almost casually, and it grew in ways I never imagined.

The truth is, you don’t always know what will take root.

But when you plant what matters most to you—when you build something aligned with your values, your joy, your gifts—you’re creating more than just a business.

Even if you don’t see it bloom right away.

That’s the success I want.

And that’s what I hope for you, too.

So plant the seeds. Even if you’re scared. Even if you’ve had to let go before. Even if you don’t know how it will all turn out.

Because some day, years from now, you just might find yourself walking a dirt road lined with trees—and realizing it was all worth it.

And if you don’t? If life shifts, if you pivot again?

At least you spent your days planting something that mattered.

And that, in itself, is a beautiful way to live.

There it is—that little notification that someone unsubscribed from your list. Maybe you just hit send on a heartfelt email that you poured your energy into. Maybe it was full of value, a personal story, or a reminder about something you’re truly excited to share. You check the stats and see… someone opted out.

Cue that twinge in your chest, the voice in your head that whispers, Was it too much? Was I too much?

Let’s hit pause on that thought spiral.

Because friend? I’m here to remind you: unsubscribes are not the enemy.

You’re Not Alone in This

Someone I was working with recently told me how frustrating it was to send an email and instantly see people leave her list. And I get it. That initial reaction is so real. It can feel personal.

But here’s the shift I want you to take with you:

An unsubscribe isn’t rejection—it’s refinement.

It’s someone saying, “This isn’t for me right now.” And guess what? That’s okay. Because when you’re running a values-driven business and building a list that reflects your heart, you don’t need everyone. You need the right people.

The Positives Of Someone Unsubscribing

Here’s what happens when someone unsubscribes from your email list:

• Your open rates go up because your audience is more engaged
• Your click rates improve
• Your deliverability score stays healthy
• And most importantly? You get to serve a list full of humans who are actually excited to hear from you

Doesn’t that sound like a dream?

Think about it: every unsubscribe is one step closer to a more engaged, more aligned audience. It’s like pruning a plant. You’re not hurting it—you’re helping it grow stronger, healthier, more beautiful.

The Bigger Picture

When we cling to numbers—followers, subscribers, views—we forget the point of it all: connection.

You’re not building a business to reach the most people. You’re building a business to reach the right people. The ones who light up when your email lands in their inbox. The ones who hit reply to say “thank you.” The ones who buy, refer, and stick around.

Those are your people. And the more you show up as you, the easier it will be for them to find you.

So let them go. Let the unsubscribes unsubscribe. Let the unfollows unfollow.

Because when you stop trying to be for everyone, you start deeply serving someone.

A Gentle Reframe for the Next Time You Hit Send

The next time you send a piece of content—whether it’s an email, a post, or a story—and someone unfollows or unsubscribes?

Try saying this to yourself:

“I’m not here to be liked by everyone. I’m here to serve the people who need what I have.”

You are building something real. Something meaningful. Something built on values, truth, and intention.

And that kind of business? It doesn’t need to convince everyone. It needs to speak to the right people—and speak to them well.

Growth vs. Playing It Safe

If you’re building an email list, you really only have two options:

You can avoid sending emails altogether and never risk someone hitting that unsubscribe button… or you can keep showing up. Keep writing. Keep pressing send and curating a list of humans who are actually excited to hear from you.

And after growing my own list to over 106,000 subscribers, I can tell you this: email marketing is one of the most powerful, personal, and long-lasting ways to connect with your audience.

Sure, I used to feel the sting every time someone unsubscribed. But these days? I know better. I’d rather serve a smaller group who opens, reads, and responds than a massive list of people who never engage.

Unsubscribes don’t scare me anymore. I’m here for the people who are here for this. And I hope you’ll start looking at your list that way, too.

For years, I’ve loved writing and blogging. It’s been my space to share, to teach, to document, and to serve. But something shifted for me recently—not in a dramatic, burn-it-all-down way, but more like a gentle tug. The kind of nudge you feel when something is ready to evolve. When something old wants to be made new again.

And that something? It was my blog.

But if I’m being honest, it wasn’t just about blogging. It was also about how I wanted to show up online—period. Somewhere along the way, posting to social media started to feel like yelling into a void. I’d spend time crafting content, only to have it vanish in 24 hours or get buried under a hundred other posts. The pace was exhausting. The pressure to stay visible? Even more so.

So I gave myself permission to slow down and reroute.

I shifted my energy toward spaces I owned—my blog and my newsletter. Spaces that weren’t controlled by algorithms. Spaces where my words wouldn’t expire in a matter of hours. Spaces where I could show up more intentionally, and connect with people who chose to be there.

Instead of chasing trends, I started chasing depth. Instead of hustling to keep up with the scroll, I started creating content that had a longer life—something that could serve someone today, next month, or even two years from now. That’s the magic of blogging and email: it lingers. It lasts. It lives.

And lately, I found myself wanting to reimagine the blog experience entirely.

Because if this was going to be the new heart of my business… it had to feel like me.

Conversational. Clear. Searchable. Intentional.

And so the idea came to me: What if my blog felt a little more like a podcast?

What If Blogging Didn’t Have to Feel So… Bloggy?

Have you ever felt like the way you’re supposed to show up online doesn’t really feel like you anymore?
Do you ever look at the content you used to create and think, “There’s still value here—but the way I’m doing it doesn’t quite fit the way I want to show up now”?

Maybe, like me, you’ve found yourself craving a slower pace. Something with a little more substance and a little less scrolling.

Here’s what I’ve realized: the way we consume content has changed. And instead of resisting that change, I’m leaning into it—by turning my blog into a podcast-style experience.

A Year Off Social Media Changed Everything

A few years back, I deleted every social app off my phone and didn’t post a single thing for an entire year. It felt crazy at the time. But what it gave me back was clarity.

I stopped creating content that disappeared in a flash and started focusing on what I call “legacy content”—the kind that lives, breathes, and brings value for years to come.

Blog posts. Evergreen resources. Newsletters.
Things that actually support my business long after I hit publish.

And it worked. I was getting more blog traffic than ever before. (Which, let’s be honest, made my analytics-loving heart do a little happy dance.) But even with that growth, something kept bugging me:
Why did it still feel… stale?

Not the writing—I still loved writing. Not the message—I still believed in everything I was sharing. But something about the format felt outdated.

Meanwhile, everywhere I turned, there were podcasts. And more importantly—there were conversations. Conversations that were messy, real, human, unfiltered. They weren’t trying to be perfect. They were just trying to connect.

And that’s when the lightbulb went off: What if I wrote blog posts the way people record podcasts?

Blogging, But Make It Human Again

Here’s what I realized: blogging didn’t need to be stuffy or formal or keyword-stuffed to be valuable.

It could be casual. Conversational. Easy to search. Fun to read.

I’ve always written the way I talk. I just needed to give myself permission to stop trying to fit into an outdated format. So I started asking myself: If this were a podcast, how would I say this? How would I want it to look on my blog?

And then—I just created that.

How to Blog Like a Podcast (Here’s What I’m Doing)

1. Ditch the Perfection, Embrace the Voice

Forget the “perfect format” or “ideal structure.” Instead, write like you’re chatting with a friend over coffee. Say it the way you would say it.

2. Start with a Moment, Not a Lesson

Lead with a real-life moment—something you saw, felt, noticed. That’s what pulls people in. The lesson can come later.

3. Ask Reflective Questions

Podcasts are engaging because they ask questions that make you think. Add a few in your posts to help your readers pause, reflect, and connect.

4. Make It Easy to Navigate

Use bold headers, short paragraphs, and clear takeaways. Just like podcasts have timestamps, your readers should be able to skim and still get value.

5. Let Your Content Live Longer

Don’t just write something and forget it. Repurpose it. Re-share it. Let it become part of your long-term strategy. (That’s the beauty of blogging—it has a long shelf life.)

Styling My Blog Like a Podcast (And Why It’s So Much Fun)

Once I decided I wanted my blog to feel more like a podcast—I knew I needed to rethink how it was laid out, too.

So I got practical. I started styling my blog in a way that mirrors how podcast libraries are organized:
Easy to navigate. Easy to search. Easy to come back to.

Every post now has a clear title, a subtitle that gives you the vibe, and a unique number. Yep—I’m numbering my articles like podcast episodes. That way, I can refer to “Post #114” or “Post #127” in my emails or on my site, and readers can find it instantly. It’s such a small change, but it’s made such a big difference in how connected and organized everything feels.

I also made sure the design is simple and clean—no distractions, no popups flying at you, no clutter. Just the content front and center, like it would be if you were hitting play on a new episode.

And I have to say… it’s been fun. Like, really fun. For someone who’s always loved showing up and sharing what works, this hybrid blog/podcast format feels like the perfect home. It brings together the heart of storytelling, the ease of conversation, and the clarity of structure all in one place.

No mic, no editing software, no worrying if my kids are yelling in the background—just words. Written with intention. Created to last.

Making It Even More Accessible with Audio

And because I’m always thinking about how to make this space feel even more welcoming and accessible, I’ve been dreaming up the next layer: Adding audio.

While I don’t see myself launching a traditional podcast ever (I’m still very much a write-over-talk kind of girl), I do love the idea of offering an audio version of each post. Something simple—so that anyone who prefers to listen instead of scroll can still tune in.

Because let’s be honest… sometimes we’re cooking dinner, out on a walk, or folding laundry and reading just isn’t in the cards. I totally get that. And if my words can meet someone in that in-between space of everyday life? Even better.

I haven’t rolled it out yet, but I’m exploring ways to weave it in—without overcomplicating things.

Because at the end of the day, this whole hybrid blog/podcast thing isn’t about being flashy or trendy.

It’s about connection.
It’s about showing up.
It’s about honoring how people consume content now—and offering it in a way that feels light, accessible, and real.

If you’ve been craving a new way to create that doesn’t involve shouting into the void of social media…
If you’ve been dreaming of building something slower, more intentional, more lasting…
If you want your content to live a little longer, serve a little deeper, and reach people right where they are…

This might be the sign you’ve been waiting for.

Try blogging like a podcast.
Write the way you speak.
Connect without the noise.

And most of all—let it be fun again.

Because when you build a space that truly feels like you, people don’t just visit.

They stay.

Change isn’t something we’re always ready for. Sometimes it feels like a gentle nudge, other times a full-blown shove. Sometimes we’re the ones initiating it, leaning into a new direction with excitement. And sometimes, it arrives like an uninvited guest, forcing us to pivot when we least expect it.

I’ve been through both. In business and in life.

I can still remember the day I decided to walk away from full-time portrait photography. For years, I poured my heart and soul into that work—capturing families, newborns, weddings. My days were filled with editing sessions, weekend shoots, and late-night uploads. And in many ways, it was a dream come true. But over time, that dream began to change.

My kids were growing up, and I was missing too much. I craved slower mornings, family weekends, time at home, the freedom to just be. The thought of letting go of something I had spent so many years building was terrifying. What would that even look like? Would people think I was giving up? Would I regret it?

But deep down, I knew: it was time to pivot.

The Weight of Staying the Same

I think there’s a misconception that changing course means we’re inconsistent or unsure of what we want. But what if the real inconsistency is staying somewhere that no longer feels right?

Because here’s the truth: staying the same when everything inside you is urging you to change? That’s exhausting.

It’s like holding your breath underwater—tight, tense, unsustainable. You can only hold on for so long before you have to come up for air.

In business, that has meant letting go of things that once felt like my entire world. It meant shutting down projects that weren’t working, walking away from offers that didn’t align, and starting over when I wasn’t ready.

And each time, I thought it might break me. Each time, I wondered if I was making a mistake. Each time, I was reminded that it’s okay to let go of what once was to make space for what could be.

The Uncertainty of the Pivot

Here’s the part we don’t talk about enough: even when you know a change is necessary, it doesn’t mean it’s easy. There’s fear. Doubt. Uncertainty.

And even now, I still feel it.

As a business owner, the landscape is always shifting. What works today might not work tomorrow. What once felt aligned might start to feel heavy. And in those moments, the question isn’t, “Should I change?” but rather, “Can I be brave enough to trust whatever comes next?”

Bravery isn’t about feeling ready. It’s about moving forward even when you don’t have all the answers.

The Beauty in Not Knowing

I often think about those early days of photography. How my camera felt like an extension of my heart. How I was terrified to start but did it anyway. And how that one decision opened doors to so many others.

Because change is like that. It’s a door. And we can’t always see what’s on the other side. But sometimes, the things we’re most afraid to let go of are the very things that lead us to where we’re meant to be.

Today, my life looks nothing like it did back then. I spend my days building things I love—writing, creating, connecting with other business owners. And yes, there are still moments when I wonder what might have happened if I stayed where I was. If I would have listened to everyone who told me to stay the same. If I kept holding on to something that no longer felt like mine.

But then, I look around. I see my kids running through the house in the middle of a weekday. I see the projects I get to work on that light me up. And I remind myself that every change I’ve made—every pivot, every letting go—brought me closer to a life that feels more like me.

So, if you’re standing at a crossroad, unsure of what to do next, let me remind you:

You don’t need permission to change. You don’t need a perfect plan. You don’t need to wait until you feel ready.

Maybe you’re feeling the urge to change—knowing something doesn’t feel right anymore, even if you can’t quite put your finger on it. Or maybe life has shoved you into a new direction without your consent, and you’re scrambling to keep up. Both are hard. Both are uncertain. Both require courage.

But here’s the thing: it all comes down to one truth—you’ll figure it out.

Trust it. Lean into it. And know that even when it feels scary, even when you don’t know what’s on the other side—sometimes the biggest breakthroughs come from the things we didn’t plan for.

This morning, I got an email from a reader (hi, friend!) who replied to one of my newsletters with a question that made me stop and smile. It’s such a good question. And it’s one that so many people shy away from asking because the online space has made it seem like we should all already have an audience, a list, and 10,000 followers by day one. When in reality, we all start at 0.

She wrote:

“Hi Elena, first, your email is the only email I receive that I look forward to opening. 🫶🏼 I have a follow up question for this email, if you’re absolutely new, with zilch traffic and just launching your business online, where do we gain email subscribers? I am trying to avoid social media like a plague as much as possible (aside from Pinterest and just showing up on Instagram, because I know I’m easy to squirrel and get sucked in the vortex.) I see this often where online creatives talk about traffic from their email list or sales, but I don’t see much of how they are getting the subscribers in the first place… I feel a lot are buying ads or have incredible SEO?”

So if you’re in the same boat—starting something new with no audience and no clue how to grow—I want to share exactly what I did when I launched my last big idea.

Spoiler: I didn’t use my email list, my website, or even my name. I launched it in the scrappiest way possible. And it still worked so I know it will work for you too!

The Backstory: Launching Without the Safety Net

When I launched Wordsmith, I made a pretty bold decision: I didn’t use my audience.

I had built up a list of over 60,000 subscribers, thousands of customers, and social media followers across multiple platforms. But I wanted to test a theory.

What if I launched something as a total nobody?

No list.
No followers.
No fancy website.
No name recognition.

Just a good offer, placed in front of the right people, using the strategies I’d been teaching and using for years.

So I uploaded Wordsmith to a simple course platform, didn’t link it to my main site, and didn’t even announce it publicly for months. Instead, I created a couple of Pinterest ads, turned them on, and waited.

What happened?

I scaled it to $10,000 MRR (monthly recurring revenue)—before I ever posted about it on Instagram, emailed my list, or updated my website.

The Shift: Why This Changed Everything for Me

This experience reminded me of something I think we all need to hear:

You don’t need a big audience to get started. You need a strategy.

I know that sounds like something plucked off a Pinterest quote board, but it’s true. When you focus on getting in front of the right people instead of everyone, your growth becomes intentional and scalable.

It’s not about being viral. It’s about being visible—strategically.

And in today’s world, when social media can feel like a treadmill you didn’t mean to hop on, this strategy is a breath of fresh air.

So, What Would I Do If I Were Starting From Scratch Today?

I’d do exactly what I did then. Here’s what that looks like in action.

1. Get Your Offer in Front of the Right People

Forget trying to post 3x a day and hoping someone sees it or praying something goes viral. You need to place your offer in front of people actively looking for what you sell.

Pinterest is a search engine (not a social platform), which means your ads show up for people based on what they’re searching for.

That means you’re not interrupting someone’s scroll—you’re meeting them exactly where they are, in the middle of their search.

When I ran my best-performing Pinterest ad, it cost me $0.008 per impression. If I spent $50, that got me in front of 6,250 people. But not just any people—people who were literally typing in search terms that matched what I was offering.

And that? That’s the kind of targeted marketing that works.

2. Build Your Email List (Without Social Media)

I’m passionate about email marketing because it’s what’s worked for me time and time again.

You don’t need 100k Instagram followers. You need 1,000 engaged email subscribers.

Create a freebie—something that solves a quick problem or gives your audience a taste of your paid offer—and then give it away in exchange for their email.

You can absolutely do this organically by pinning to Pinterest or writing blog content around your freebie. But if you want to scale faster?

Run an ad.

One of my freebie pins has brought in over 37,000 email subscribers. And that was with a $5/day Pinterest ad.

This is how you grow your audience, build trust, and create a base of people who actually want to hear from you.

3. Connect the Dots with a Nuture Sequence

You’ve got traffic. You’re building your list. Now what?

This is where a simple funnel comes in—think welcome emails, a mini nurture sequence, and then a gentle invitation to check out your paid offer.

Keep it simple. Let your content do the heavy lifting.

The goal here isn’t to be everywhere. It’s to be intentional in a few places that matter most.

This Is What My Pinterest Strategy Course Teaches

If you’re nodding along like “this sounds amazing but also… how??” — I’ve got you.

I created my Pinterest Ad Strategy Video Tutorial for this exact reason. So many of my business friends were asking how I was growing my list and sales without being online all day, and I decided to record my entire setup process.

It’s like sitting next to me in my office while I walk you through how I:

• Set up my own Pinterest ads
• Find the right keywords
• Target the right audience
• Track results and scale
• And grow my email list at the same time

There’s even a bonus video all about list building—because ads are powerful, but having a list is what gives you real control over your business.

👉 You can check out the course here.

You Can Start With Nothing (And Still Build Something Big)

I know what it feels like to scroll online and feel like everyone else is ahead.

To think, “Sure, that worked for her, but she already had followers and a list and a team…”

Friend, I built one my most successful business with none of those things—just a simple ad and a whole lot of heart.

So if you’re at the beginning? Let this be your encouragement: You can start from scratch and still scale something meaningful. And with the right game plan, you can do it really fast.

It’s not about having a massive audience to start. It’s about having a plan, taking the leap, and building as you go.

Now it’s your turn.
What’s one idea you’ve been sitting on that you’d launch if you had an audience?
What if you didn’t wait? What if you just turned an ad on and got to experience how fast it can all come together?

You’re not behind. You’re just getting started.

A few years ago, I was in the thick of it. You know the feeling—the constant pressure to keep up with the latest algorithm change, the endless content creation cycle, the sense that if you’re not posting every day, you’re falling behind. Social media felt like it had become a full-time job, and honestly, it was exhausting.

But then one day, I decided to take a deep breath and really look at my numbers. Not my follower count or how many people liked my latest post—but the actual metrics that were bringing in sales.

And let me tell you, what I found was eye-opening.

Where the Real Traffic Was Coming From

When I finally sat down and pulled up my analytics, here’s what I found:

• The majority of my traffic was direct. These were people typing in my URL directly or coming from a saved bookmark. These weren’t people discovering me on Instagram—they were actively seeking me out.
• Next up was search. People were finding me through Google, not from a perfectly curated Instagram feed.
• Then came email marketing. The emails I was sending out without flashy graphics or viral hooks were driving more sales than any reel or story.
• And at the very bottom? Social media. Despite the hours spent crafting posts, reels, and stories, it was barely moving the needle.

I couldn’t believe it. All that time spent crafting social media posts, stressing over hashtags, and trying to crack the algorithm… and for what? A tiny sliver of my traffic and sales.

The Client Who Was Just Like Me

I was working with a 1:1 client recently who was feeling the exact same overwhelm. She was pouring hours into Instagram—creating reels, going live, responding to comments—but her sales just weren’t reflecting the effort.

When we looked at her analytics, the numbers told the exact same story as mine.

• 53% of her revenue came from direct traffic.
• 30% was from search.
• 16% came from email marketing.
• And at the bottom? Social media, bringing in just 3% of revenue. All those hours spent creating Instagram content? A mere drop in the revenue bucket.

Seeing those numbers was a huge wake-up call for her—and a reminder for me.

It made me realize that it wasn’t just me experiencing this shift. Most business owners are probably pouring so much time and energy into social media, thinking it’s the main driver of their sales and traffic, when in reality, their email list—which they might barely use—is outperforming it without even trying.

Why Social Media Feels “Safe” But Isn’t

It’s easy to get wrapped up in the dopamine hit of social media. A like, a comment, a new follower—it all feels good in the moment. But those vanity metrics don’t pay the bills.

The real money? It’s in the boring metrics that don’t always feel as exciting:

→ Direct Traffic: These are people who already know, like, and trust you. They’re coming to your site intentionally. If you’re not tracking where they’re coming from, you’re missing out.

→ Search Traffic: This is the gift that keeps on giving. Content you created years ago can still bring in new leads and sales today.

→ Email Marketing: Every time you hit send, you’re landing directly in someone’s inbox—a place where they’re already paying attention.

→ Social Media: Yes, it still matters. But if it’s not driving sales, it might be time to rethink how much effort you’re putting into it.

How to Start Tracking the Right Metrics

If you’re ready to shift your focus from vanity metrics to what really drives revenue, here’s where to start:

1. Open Google Analytics

Head straight to the acquisition section and take a hard look at your traffic sources. Where are your sales actually coming from? Identify which channels are driving the most conversions and adjust your focus accordingly.

2. Check Your Email Marketing Platform

How many clicks, opens, and sales are your emails generating? This is often an untapped goldmine. Look at your top-performing emails and replicate the strategies that work.

3. Look at Your Search Traffic

What keywords are people using to find you? Are you showing up for the terms that actually relate to what you sell? Dive into Google Search Console to see which search terms are bringing in the most traffic.

4. Assess Your Social Media ROI

Are your posts leading to sales or just engagement? If it’s the latter, it might be time to scale back and focus elsewhere. Track the clicks and conversions coming from each platform.

5. Pinpoint Your Best-Performing Content

What blog posts, email sequences, or product pages are consistently bringing in traffic and sales? Double down on those. Use tools like Hotjar to see how people are interacting with key pages on your site.

Social Media is Not the Enemy

Let me be clear: Social media is not the enemy. It’s still an incredibly valuable tool for connecting with your audience, building brand awareness, and sharing the heart behind your business. But when it comes to driving sales, it might never be your top performer.

Instead of treating social media as a primary selling tool, think of it as a space to share the process, the behind-the-scenes moments, and the real-life connections that build trust over time. It’s a place to nurture your community, share your story, and build relationships.

So, yes, it can absolutely support your marketing strategy—but it shouldn’t be the strategy. By understanding your metrics, you gain the freedom to use social media as a powerful tool for connection rather than a constant source of pressure to sell.

When I made the decision to stop pouring hours into social media and start focusing on what was really moving the needle, everything changed. Not only did I reclaim my time, but I also started seeing higher conversions, better sales, and a deeper connection with my audience.

And seeing my own analytics—and then seeing my client’s numbers echoing the exact same pattern—made me realize it wasn’t just me. Most business owners probably think their marketing efforts are driving sales, especially when they’re spending a crazy amount of time on social media marketing. But in reality, their email list—which they might barely utilize—is out-performing it without even trying.

Knowing my numbers—and then seeing the exact same trend in my client’s data—was a lightbulb moment. It made it clear that this isn’t just a fluke; it’s a pattern. Most business owners probably think their social media marketing is doing all the heavy lifting, but it’s often their email list, their search traffic, and direct visits that are quietly driving sales in the background.

And those metrics? They’re not just numbers—they’re a wake-up call.

If you’re feeling overwhelmed, stretched thin, or like you’re spinning your wheels with no real return, take a look at your own numbers. I guarantee they’ll tell you exactly what you need to know.

And if you’re not sure how to analyze them or where to start, let’s talk. Because sometimes, the biggest breakthroughs come when you stop doing more—and start doing what actually works.

Whenever I talk about Pinterest ads, someone always asks: But how much do they actually cost? And it’s a fair question. If you’re running a small business—especially one that’s bootstrapped or run by one person wearing all the hats—every dollar counts. And when it comes to paid advertising, it can be hard to know what’s worth the spend… and what’s not.

So let’s break it down.

In this post, I’ll walk you through how Pinterest ad pricing works, what to expect in terms of budget and ROI, and how to get started without wasting your money.

How Pinterest Ad Costs Work

Pinterest uses a bidding system for ads, which means you can essentially choose how much you’re willing to pay to reach people. There are a few different objectives to choose from—like brand awareness, traffic, conversions—and the cost per result depends on which one you choose.

Here’s a general breakdown:

• Traffic Campaigns: Expect to pay anywhere from $0.10 to $1.50 per click.
• Conversion Campaigns: These vary more widely, often ranging from $0.75 to $5.00 per conversion (depending on your niche, landing page quality, and product).
• Awareness Campaigns: You might pay around $2 to $5 per 1,000 impressions.

The good news? You can start with as little as $5 per day. And with the right strategy (more on that in a second), you can start seeing real results even at a small budget.

For example, my best-performing Pinterest ad cost me just $0.008 per click. That means if I spent $50, I’d reach over 6,000 people—6,250 to be exact.

But here’s the thing: it’s not just 6,250 random people scrolling social media and getting interrupted by an ad. These are 6,250 people actively searching for the exact thing I had to offer. That kind of marketing power—placing your product in front of someone who’s already looking for it—is what makes Pinterest so unique. That’s the kind of reach and efficiency that’s hard to beat on other platforms.

My Real Numbers (This Might Surprise You)

Want to know how much I’ve personally spent on Pinterest ads?

Over the last few years, I’ve spent just over $41,000 promoting one digital product. That’s not pocket change, but the return?

$684,000 in revenue.

That’s the kind of ROI that makes Pinterest ads not just worth it—but one of the smartest investments I’ve made in my business.

It’s not about dumping money into ads and hoping they work. It’s about strategy—knowing your product, understanding your audience, and designing your funnel in a way that turns traffic into customers.

So, Are Pinterest Ads Worth It?

If you’re looking for a platform where your ads last longer, where people come with search intent, and where you can still get results without a massive budget… Pinterest might just be your new best friend.

Unlike other platforms where your ad disappears the second you stop spending, Pins (even paid ones) continue circulating long after your campaign ends. That means more bang for your buck.

But You Still Need a Strategy

I didn’t stumble into that $684,000 in revenue by accident. I built a system that works, and I recorded the entire process to help other entrepreneurs do the same.

Enter: My Pinterest Ad Strategy Video Tutorial.

It’s a 90-minute, behind-the-scenes walkthrough of the exact ad setup I use in my business. From the campaign structure to targeting, budgets, and testing—this is the real strategy I’ve refined over years of trial, error, and success.

I created it after so many of my business friends asked me, “How are you doing this?” And while I don’t promote it heavily, it’s there for those who are ready to take Pinterest seriously and want a roadmap they can trust.

You can check it out here: Pinterest Ad Strategy Tutorial

A Few Tips for Starting Small

If you’re new to Pinterest ads, here’s what I recommend:

• Start with your best-selling product. Don’t try to promote everything—choose one product that you know your audience already loves.
• Use a traffic campaign to test the waters. These are lower cost and help you get more data.
• Track everything. Use Pinterest tags, connect your site, and monitor what’s working.
• Be patient. Pinterest is a long-game platform. Ads often pick up steam over time, not overnight.

You don’t need a huge budget to start running Pinterest ads.

You just need a solid strategy, a good product, and the willingness to experiment. When done right, Pinterest ads can create a steady stream of traffic and sales—without the constant pressure of daily content creation.

And if you want to skip the guesswork and follow a proven path? My Pinterest Ad Strategy Tutorial is there to guide you.

It usually starts like this: A simple idea pops into your head while you’re making lunch or folding laundry or trying to fall asleep. It doesn’t shout. It doesn’t beg. It just quietly returns, again and again. “What if I tried this?” That’s how it’s always been for me.

Over the years, I’ve launched multiple businesses, products, services, each born from nothing more than a passing idea and a willingness to try before everything was perfectly figured out.

Some flopped. Some flourished. One quick launch I nearly dismissed as “too simple” ended up bringing in over $684,000 in revenue. (Yep, really.)

The common thread? I didn’t wait until everything was polished. I started before it felt “ready.”

But here’s the thing: when we hear people say “start before you’re ready,” it sounds inspiring—but also kind of vague. What does that actually look like? For me, it looked like publishing a sales page I wasn’t 100% sure about. It looked like launching without all the bells and whistles. It looked like trusting my gut more than my inner critic. The common thread? I didn’t wait until everything was polished. I started before it felt “ready.”

Do You Have an Idea That Won’t Leave You Alone?

Maybe it’s a digital product you know your audience needs. Maybe it’s a shift in your services that would bring your work closer to what lights you up. Or maybe it’s something completely new.

But then the voice creeps in: You don’t have it all figured out yet.

If you’ve been stuck in idea limbo, wondering when you’ll finally feel ready—this post is for you. I want to share what I’ve learned from taking messy action, launching without guarantees, and letting real-world feedback shape my path.

Because the truth is, starting your business before you’re ready might just be the smartest thing you ever do.

The Story: When I Almost Didn’t Launch

A few years back, I had an idea for a super simple digital product. It wasn’t flashy. It wasn’t complex. Honestly, I didn’t think it was anything groundbreaking. I was simply trying to solve a problem I myself kept having as a business owner. I figured, worst case, I’d end up with the problem solved. Best case, there might be other business owners struggling with the exact same thing—and I could help them too.

But something told me to try it.

So I put it out into the world.

No fancy funnel. No massive social media following. Just a good offer that solved a real problem, paired with a Pinterest ad and an email to my small-but-loyal list.

That product went on to generate $684,000 in revenue.

And what still amazes me is that I almost didn’t launch it at all.

When I first launched the idea, it was built in the scrappiest way possible. I didn’t want to waste time, so I used a simple course platform to host the content, dropped in the materials, and opened it up as a membership. That was it. There wasn’t a fancy dashboard or custom design. I was just curious to answer one question: Were people actually interested? I figured I could polish and expand the idea later.

It wasn’t until we hit $11,000 in sales that I started building the full site and dashboard for it. I had put so little effort into the launch intentionally—I just needed proof of concept. And that clarity made all the difference.

The Shift: Action Creates Clarity

That experience (and many others like it) taught me something huge:

You can’t learn what your business needs until it exists.

The market will tell you what’s working. Your audience will tell you what they love. And your gut? It will sharpen with every step you take.

But none of that happens if the idea stays in your notebook.

When you start before you feel ready, you give your idea a chance to breathe. And when it breathes? It grows. Maybe not exactly the way you imagined—but often in ways far better than you planned.

And while I’ve definitely had launches that fell flat or ideas that never quite landed, the ones that did? They changed my life. Not because they were perfect—but because they were real.

What Helped Me Start Before I Felt Ready

Here are a few mindset shifts and strategies that helped me (and might help you too):

1. Treat It Like a Test

Instead of thinking about it as “launching a new (business, service, product” think of it as running an experiment. Experiments can change. They can grow. They don’t need to be perfect. They’re simply a starting point.

2. Use What You Already Know

You don’t need to start from scratch. What have you learned from your past work, your audience, or your own experience? Build on that. Leverage it. Pull from the wins and the failures. They’re both valuable.

3. Create the Simplest Version First

What’s the bare minimum version of this idea? Create that. Get it out. Then improve it later based on real feedback. Perfection is a moving target—start with good enough.

4. Focus on the Person You Want to Help

When fear creeps in, shift your focus to the person who needs what you’re creating. Let them be your why. If your offer helps just one person, it was worth it.

5. Expect Imperfection

Your first version won’t be your final version. And that’s a good thing. Give yourself the gift of iteration. Make it better as you go. Just get started.

6. Set a Small, Doable Deadline

Give yourself a realistic deadline to launch. Not one year from now—think one month. Keep it light. Keep it doable. But commit.

7. Celebrate the Start

Even if no one else sees the effort it took, you know. Celebrate the courage it takes to start. That step is often the hardest—and the most powerful.

What Could That Look Like for You?

If you’ve been sitting on an idea, unsure whether it’s time to act—this is your sign. That idea came to you for a reason. Don’t let overthinking bury it.

Start before you’re ready. Trust the messy middle. Know that the best clarity often comes after the action.

The only way to know if it works? Is to finally just go for it.

I was working with a client the other week, deep-diving into her website strategy. She felt stuck. Stuck in that place where traffic was coming in, but not much was happening after that. People were landing on her pages, but not clicking. Not signing up. Not buying. And as she said it all out loud, I could see how frustrated she was. Because she had done so much work already—the branding, the photos, the copy.

But something still wasn’t clicking.

So I did what I always do in these moments: I opened up Hotjar.

And just like that, the fog cleared.

Have You Ever Wondered What People Actually Do on Your Website?

Like, not the page views. Not just the bounce rate. But the real, nitty-gritty stuff:

• Where they scroll
• Where they pause
• What they click (or don’t)
• When they drop off

Because while Google Analytics is great, it doesn’t tell the full story. Hotjar does.

Hotjar is a tool that gives you heatmaps, session recordings, and even on-page feedback from real users. It lets you watch how people move through your site like you’re peeking over their shoulder (but, you know, not in a creepy way).

The Moment I Fell in Love With Hotjar

I remember launching something new—something I was really proud of. The page looked beautiful, the copy felt just right, and everything seemed like it was in place. I had triple-checked the design, the links, the layout.

But sales? Practically nonexistent after going live.

Out of curiosity, I opened up Hotjar and started watching some session recordings. That’s when I saw it: a popup I had completely forgotten about was triggering on every visit from new users. And it wasn’t just annoying—it was blocking the offer. Worse? It was tricky to close, especially on mobile.

I was horrified. But also super grateful. Because without Hotjar, I would’ve never known. I disabled the popup, re-tested the flow, and within 24 hours, sales started rolling in.

It was such a small fix—but one I never would have caught on my own.

What I Learned From Watching Website Behavior

Working with clients (and on my own businesses), I keep coming back to this one simple truth: we’re too close to our own websites.

We know what we meant for someone to do. But that doesn’t always mean that’s what’s happening.

I’ve seen clients with absolutely gorgeous homepages—stunning visuals, great design—only to find out their visitors never even make it halfway down the page. Or pages with forms that aren’t mobile-friendly, and 60% of traffic is coming from phones.

Hotjar gives you real-time clarity. And that’s something every business owner needs—especially if you’re:

• Launching something new
• Updating your offers or layout
• Getting traffic, but no conversions
• Rebranding or rebuilding your website
• Trying to figure out why sales dropped (or never started)

Why Traditional Analytics Can Only Tell You So Much

Google Analytics can show you where your traffic is coming from and how long they’re staying. But it won’t show you what they’re doing while they’re there. Hotjar bridges that gap.

With session recordings, you can see the journey. You can watch someone move from your blog to your offer, hover on your pricing, scroll past a form, then leave. And that kind of data is what turns educated guesses into strategic action.

Here’s How I Recommend Using Hotjar (Without Getting Overwhelmed)

You don’t have to watch every single session or analyze every single scroll. Instead, treat Hotjar like a seasonal check-in. Here’s how I do it:

1. Run It Once or Twice a Year

Especially after a website update or launch. Let it collect data for 2-3 weeks.

2. Watch 5–10 Session Recordings

Look for patterns. Are people clicking where you want them to? Are they confused? Getting stuck?

3. Review the Heatmaps

Where are most users focusing? What are they ignoring? Are your CTAs in the right spots?

4. Make One Small Change at a Time

Tweak your layout, button placement, headline, or form. Then run Hotjar again a few weeks later and compare.

5. Use It as a Decision-Making Tool

Thinking about a full website revamp? Use Hotjar first to see what’s actually working—and what’s not.

6. Repeat When Needed

This isn’t something you have to do constantly. But when you do it intentionally, it can give you some of the clearest insight you’ll ever get about your site.

The Real Power? Seeing Through Your Customer’s Eyes

Working with my current client reminded me of something powerful: sometimes all it takes is seeing your business through someone else’s eyes. When you’ve been building your business for years, you know every inch of your site. You stop noticing what’s confusing because it makes sense to you.

But to a first-time visitor? That navigation bar might be clunky. The headline might be vague. The form might feel too long.

Hotjar lets you step into their shoes. And from that place? You make way better decisions.

You work way too hard on your business to let website confusion stand between you and your next sale.

Tools like Hotjar help you stop guessing and start seeing. They help you understand what people do on your website—so you can stop leaving conversions on the table.

And for me? It’s become one of those tools I recommend to every client. It’s like having a little marketing crystal ball. Plus they have a free plan which is perfect for using it once or twice a year.

If you’ve never tried it, start simple. Install it. Let it run for a week or two. Watch a few recordings. I promise—you’ll never look at your website the same way again.