We recently connected with Em White and have shared our conversation below.

Hi Em, thanks for joining us today. How did you learn to do what you do? Knowing what you know now, what could you have done to speed up your learning process? What skills do you think were most essential? What obstacles stood in the way of learning more?

My journey into web design wasn’t exactly traditional. I actually have a degree in Accounting, but creativity has always been part of who I am. I grew up painting with my grandma, spent weekends at art school as a kid, and even ran a digital art business in college. So while I chose a practical major, I never let go of that creative side.

Things really shifted when I took a web authoring class in college. I signed up for it on a whim, thinking it would be a fun change of pace. But the moment we started learning HTML and CSS, something clicked. There was something magical about being able to design something visually beautiful while also building it from the ground up. It felt like painting on a living canvas, and I knew I had found something that combined both sides of my brain—creative and analytical.

I began exploring design platforms and quickly gravitated toward Showit. I loved how flexible and design-forward it was, especially for creatives and service-based businesses. While still in school, I enrolled in a Showit course to build a strong foundation, and from there I just kept going. I started creating templates based on made-up businesses to practice working within real-world contexts. I offered free or beta projects to get hands-on experience and build my confidence. It wasn’t always easy, and getting those first few clients was a challenge. But I leaned into transparency, embraced the learning curve, and stayed committed to the craft.

I’ve learned that there’s only so much you can pick up from a course. The real growth comes from doing the work, trying new things, and being okay with not knowing everything right away. One of my favorite things about this journey has been looking back at my earliest designs. While I’ve retired some of my early designs that I no longer resonate with, I now can appreciate them as part of the process. Each project helped shape my style, sharpen my skills, and teach me how to design websites that don’t just look good, but truly connect with the people they’re meant for.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

Hi there! I’m Em, the founder and designer behind Soulful Web Design Studio, where I create beautiful, strategic, and heart-led Showit websites for photographers, therapists, small businesses, and service providers. My mission is to craft intentional online spaces that reflect the soul of each business I work with. Spaces that feel like home for both the owner and their audience.

At its core, my studio exists to create more than just websites; I design digital homes that feel warm, welcoming, and deeply aligned with the people behind them. I work primarily in Showit, a platform that gives me the flexibility to bring my clients’ stories to life through intuitive, custom layouts and intentional design.

The path to starting my studio was a mix of curiosity, creative passion, and the desire to blend art with strategy. I’ve always been drawn to design and visual storytelling, and Soulful Web Design Studio became the space where I could bring that love into alignment with my interest in thoughtful user experience and small business growth. I believe a website should be more than a pretty placeholder…it should work hard for the business it represents. That means clear messaging, authentic branding, and design choices rooted in strategy.

The services I offer range from fully custom website design to template installation to premium Showit website templates and add-on pages from my shop. I’m also in the process of building out educational content to support both new designers and clients who want to feel more empowered navigating their websites.

What sets Soulful Web Design Studio apart is the level of intention and heart that goes into each project. I take the time to really understand my clients—who they are, who they serve, and how they want people to feel when they land on their site. The result is something that’s not just beautiful, but also functional, strategic, and deeply aligned with their goals. The thing I’m most proud of is the feedback I get from clients who say their website finally feels like them. I want each project to be a reflection of the person behind the brand.

Where do you think you get most of your clients from?

The absolute best source of new clients has been referrals from past clients. That kind of word-of-mouth support means the world to me–not just because it brings in new business, but because it’s such a beautiful reflection of trust and satisfaction. When someone is excited enough about their website to recommend me to a friend or fellow business owner, it’s the highest compliment I could receive.

My own website and SEO have also been great tools for visibility, especially since I design with strategy in mind. But truly, the heart of my business has been built through relationships and clients who feel proud of their new site and want others to experience that same transformation. I’m endlessly grateful for that kind of organic growth.

If you have multiple revenue streams in your business, would you mind opening up about what those streams are and how they fit together?

Yes! Soulful Web Design Studio is designed to meet clients wherever they are in their business journey, which means I offer a variety of services and products that cater to different needs, budgets, and comfort levels with design.

For those who enjoy a blend of DIY and guidance, I offer Showit website templates that provide a beautiful and strategic foundation to customize on their own. For clients who love a template but need support getting it up and running, I offer template installation services, where I bring their vision to life with their content, branding, and imagery.

I also offer custom web design for business owners who are ready for something fully unique and built from the ground up. This is a more collaborative process where we dive deep into their story, strategy, and goals to craft a website that truly represents them.

For clients who already have a Showit website, I offer add-on pages to support specific needs—like location guides, welcome guides, investment pages, sales pages, or client closet guides. These are especially helpful for photographers and service providers looking to create a more refined and thoughtful client experience. On top of all this, I’m currently working on building out educational resources and tutorials, so clients and fellow designers can feel even more empowered to navigate and customize their websites with confidence.

Each of these offerings allows me to support clients at different stages in their growth. Whether they’re just getting started or scaling a more established brand, I love having flexible ways to help them show up online with clarity and confidence.

Contact Info:

• Website: https://soulfulwebdesignstudio.com/
• Instagram: @soulfulwebdesign
• Other: Pinterest: @soulfulwebdesignstudio