Your website probably doesn’t really matter

Most Shopify sites are actually pretty awful—because they’re works-in-progress designed and built by the founder. But, frankly, it doesn’t really matter.

Many of the most successful ecommerce sites on the internet are superficially pretty awful, too.

What matters is your ability to tell a good story, build connections, and engage on a human level.

The website itself doesn’t matter at all if you have a great product and can tell a great story. In fact, sadly, you don’t even need a great product if you can tell a great story.

So, when it comes to your website, don’t try so hard to customize the theme or design; try harder to be relentlessly disciplined at keeping it simple and focused and following the intent and direction of the theme designers.

Instead, focus on finding the passion and motivation and voice to share about your products in meaningful and engaging ways, and experiment and iterate and try new things. Find a rhythm and cadence you can sustain day in and day out until you find traction and build momentum.

Move fast and gather insights and learnings and data.

And, if you’re not inexplicably passionate about your products and your brand, stop. You’ll never make it.