One of the questions I get asked all the time is:

What’s the first thing you change on someone’s website to make it repel?

Because repelling is the strategy that helps someone become a category-of-one leader instead of just another option in their industry.

When I redesign a website with repelling in mind, there are a lot of things I’m looking at.

But today I want to walk you through three of the biggest ones.

Before we dive in though, I want to preface this with two things.

First, these three elements are by no means the only things I look at when assessing someone’s existing website and identifying where the opportunity to repel is.

They actually stem from pieces of my six-part signature framework, which lays the groundwork for The Rebel Philosophy that I use on every project.

That framework is what allows us to build websites that repel 80% of people on purpose, so my clients become incomparable to everyone else and irresistible to the top 20%.

Second, some people already do parts of this framework really well.

So when I’m working with clients to find repelling opportunities, those opportunities — and how we implement them — can look different from person to person.

For the sake of making this more actionable, we’re going to assume one important thing:

You know your dream clients really freaking well.

Because when it comes to repelling, that’s a given.

Specificity in your dream client is required.

Your website needs to speak directly to that person.

Once that foundation is in place, here are three things I immediately look at.

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1. Your True Brand Voice

This feels like it should be obvious.

But the number of websites I see written with stale, overly professional, fluffy, or flowery copy is honestly mind-boggling.

I roasted someone’s website recently and couldn’t get past the second line because I was so bored.

Mind you, she’s incredible at what she does and crushing it for her clients.

But her website?

It wasn’t doing anything to connect or repel.

Here’s what I mean by true brand voice.

Your website copy should feel like a real conversation with the person reading it.

The way you talk to someone when you’re actually working with them should be exactly how your website sounds.

Same language.
Same personality.
Same jokes.
Same quirks.

No one should get inside your program, container, or service and be surprised by who you are.

Your website should be an authentic extension of you.

Which also means this:

If you swear when you talk to clients, you should probably be swearing on your website.

I have both landed and lost clients because I swear on my website.

But the clients I landed because of that?

Holy fuck they were amazing.

And that’s the entire point.

When I write copy for clients, I go through a very extensive process to understand how they actually speak, especially when they’re not overthinking what they’re saying.

Because that’s where their real voice lives.

And your real voice is one of the strongest repelling tools you have.

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2. Spicy Industry Opinions

Another huge repelling opportunity is your industry opinions.

And one of the biggest misconceptions I see is people believing their opinions don’t belong on their website.

That couldn’t be more false.

They just need to be framed properly.

When you take an opinion and tie it directly to your work and perspective, two things happen.

First, it positions you as an authority.

Standing against the norm signals leadership.

Second, it creates polarization.

The people who disagree with you will immediately feel it.

And the people who agree?

They’ll feel even more strongly connected to you.

That polarization is exactly what creates repelling and magnetism at the same time.

When done correctly, this becomes one of the most powerful elements of a repelling website.

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3. Your True Difference

The third thing I always look at is someone’s true difference.

Most websites rely heavily on things like:

• inclusions
• problem awareness
• transformation statements

Those things are important.

But they don’t create repelling.

And they don’t establish category-of-one leadership.

Your difference does.

When I work with clients, I ask a lot of questions about their difference.

Things like:

• What makes the way you do your work different?
• How does that difference show up in your process?
• How does it benefit your clients?
• Why does that difference matter?

Once we define that difference clearly, we amplify it across the website.

Because your difference is what allows you to stand out and repel the wrong people.

This is something I see attempted often, but rarely taken deep enough to actually create the level of distinction required for category-of-one leadership.

For example, my six-part signature framework and The Rebel Philosophy are two major differentiators for me.

But for them to work as repelling elements, I have to provide:

• context
• benefit
• execution

Without those pieces, they’re just buzzwords.

And this is where a lot of websites fall short.

People think inclusions and transformation statements are what create leadership and conversions.

They matter, but they’re not what make someone stand out.

Your difference is.

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A Quick Recap

If you want a website that actually repels and positions you as a category-of-one leader, these are three things to start looking at:

1. Your true brand voice
Your website should sound exactly like you.

2. Spicy industry opinions
Your perspective and beliefs create authority and polarization.

3. Your true difference
Your unique approach is what actually separates you from everyone else.

And remember, these are only three of the many elements I look at when assessing repelling opportunities for clients.

They all stem from my six-part signature framework, which I use on every project to help my clients become incomparable to everyone else and irresistible to the top 20%.

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Want an Honest Look at Your Website?

If you’re reading this and wondering whether your website is actually repelling — or if it’s accidentally positioning you as just another option in your industry — getting a second set of eyes on it can reveal a lot.

Inside a Rebel Roast, we’ll pull up your website together and I’ll walk you through exactly where I see gaps in your repelling strategy and how to fix them.

If you want honest, strategic feedback on your site, you can book a Rebel Roast here and we’ll break it all down together.