Part 4: The Digital Age – Thriving in a Connected World
From Brick-and-Mortar to Pixels and Code
I started small in Atlanta in 1999. I’d already made up my mind to start the business, I just had no clients, but once again, I had hope. And I believed in myself. No matter what you do, that’s key. If you don’t believe in yourself, nobody else will either. Confidence is crucial. I started building websites for free just so I could build a portfolio. Win Win! As luck would have it, the internet company I had worked for dissolved their web design division, so people I had worked with were referring clients to me. Once again, proving that building relationships with EVERYONE you meet can benefit you in ways you never knew. By the time I returned to Charleston and started building my web design business, the world had changed dramatically. I moved back 2 weeks after the devastating 9/11 attacks.
In 2001, the days of relying solely on foot traffic and word-of-mouth were fading. The yellow pages, that used to be the holy grail, were now taking a hit to their advertising departments because of the internet. While I worked for the internet company, they’d been approached by Google. At that time, Google was just becoming a company and they thought they were on to something with their search engine that would revolutionize the industry. I volunteered to be on the beta test team to test their product. I was hooked and intrigued, and there, my love of search engine optimization was born. (They might or might not have been on to something. :))
The internet wasn’t a luxury anymore—it was quickly becoming a necessity for businesses of all sizes. The problem was, nobody in Charleston saw what I saw. It was a hard sell back then. Think about how you looked for a business in the early 2000’s. Atlanta was a progressive, fast forward city. Charleston was not. It was a VERY hard sell. I kept getting leads for web design from my old co-workers and I’d shoot them a commission if I landed the job. Almost all sites I built were on the west coast. I was desperate for a Charleston based client. Going back to my roots, I started contacting business owners I’d worked with in the past. It was a hard swallow of reality to see that being a female in a male dominated industry was going to have a negative impact on my new found passion. It was apparent that most of the the people I’d dealt with in my past life, only saw me as a lingerie model and a half way decent business person. But none of them wanted someone like me building a website for them. Doors were shut in my face at an alarming rate. Another ego and reality check to add to my bag. That is, until I called on an old friend from the North Charleston Coliseum. Before I’d call on a potential new client, I would search to see if their domain name was available. I was shocked to see a huge venue like the coliseum had no website and didn’t own their own domain name. This time, I bought it first. I called Bill and informed him that I owned the domain and would he like to buy it. That was my first door opened. He indeed wanted the domain, and wanted me to build a website for them. This was HUGE. A big victory for me. That same week, I kept using this approach. My second client to buy what I was selling was Hyman’s Seafood. He was shocked to learn that someone in Ohio owned his domain name, so we bought the closest one we could. I’d finally landed on something that could get their attention and make them understand that I knew what I was talking about. Finally, a breakthrough was happening. Once I had a few local clients under my belt, I could use that as a stepping stone to sell other local business. I mean, if someone as recognizable as the coliseum and Hyman’s were going to work with me, why wouldn’t you?
Back when I built that first website for my lingerie store, I had no idea how truly transformative the digital world would become. But here’s the truth: those who embrace change and adapt to technology thrive—those who don’t, fall behind. Look at Blockbuster.
More Than Just a Website
When I started my web design journey, I knew small businesses would need a website. I didn’t realize they’d need an entire digital strategy. As the times have grown, so have I. I’ve evolved my business to change with the times. I’d starve to death if I were only building websites. Through the years I added domain name registration, search engine optimization, web hosting, social media management, digital marketing, content creation and now business coaching.
Nowadays, businesses need:
- A functional, user-friendly website that represents their brand.
- Search Engine Optimization (SEO) to ensure they could be found.
- A consistent social media presence to build relationships with their audience.
- Content creation to tell their story and provide value.
But it’s not just about being online—it’s about being strategic online.
Lesson Learned:
A website isn’t just a digital business card. It’s your storefront, sales team, and customer service desk—all rolled into one.
Lesson #1: Your Website is Your Business Card, Storefront, and Sales Pitch
When I built that first clunky website for my lingerie store, it was purely functional—I needed a way to stay ahead of my competition and to seem relevant. But today, websites are everything.
Your website isn’t just about looking good—it’s about:
- Being easy to navigate
- Providing clear calls to action
- Offering value through content and resources
A bad website can drive potential customers away, while a good one can become your best salesperson, working 24/7.
Tip for Small Businesses:
Invest in a professional website early—it’s an asset.
Lesson #2: SEO Isn’t Optional—It’s Essential
It doesn’t matter how beautiful your website is if no one can find it. Search Engine Optimization (SEO) ensures that when someone searches for a service you offer, your business shows up.
SEO isn’t just about keywords—it’s about:
- Understanding what your audience is searching for
- Creating valuable content that answers their questions
- Building credibility and trust with search engines
Tip for Small Businesses:
SEO isn’t a one-and-done task. It’s an ongoing strategy that pays off over time.
Lesson #3: Social Media is About Connection, Not Just Promotion
Social media isn’t just a megaphone for sales—it’s a tool for building relationships. In my lingerie business, the most valuable sales happened during one-on-one conversations at those home parties. Today, social media allows businesses to recreate that same personal connection—at scale.
It’s not about shouting louder than your competitors; it’s about:
- Being authentic and human
- Engaging with your audience consistently
- Providing value, not just promotions
Tip for Small Businesses:
Pick one or two platforms where your audience hangs out and show up consistently. Just because it’s a social media platform, it doesn’t mean you have to be on it.
Lesson #4: Your Story is Your Brand
When I sold lingerie out of the trunk of my car, I wasn’t just selling leather and lace—I was selling confidence, empowerment, and fun.
Today, storytelling is just as powerful in the digital space. Whether it’s through your website, social media posts, or email campaigns, your authentic story matters.
People don’t just buy products—they buy stories, they buy trust, and they buy connection.
Tip for Small Businesses:
Don’t be afraid to share your journey. Your audience wants to know you, trust you, and root for you.
How We Help Businesses Thrive Online
When I started my company, I knew I wanted to help small businesses bridge the gap between their passion and the digital world.
Today, we help our clients:
✅ Build professional, user-friendly websites
✅ Improve SEO to drive organic traffic
✅ Craft a consistent social media presence
✅ Develop engaging content strategies
✅ And now, Business Coaching
We believe every small business has a story to tell—and a place in the digital world.
Full Circle: From Lingerie Parties to Digital Strategies
If you told 19-year-old me, selling lingerie out of her car, that one day she’d be running a web design and marketing agency, she would’ve laughed in your face.
But every twist, every setback, and every reinvention led me here—to a place where I get to help other small business owners thrive. It’s 25 years later and I still LOVE my job!
The world has changed, but the principles of success remain the same:
- Take care of your customers.
- Adapt to change.
- Stay true to your vision.
Closing Thoughts
Thank you for following along on this 4-part series. Sharing my journey has been a reminder of how far I’ve come—and how far there still is to go.
Whether you’re just starting out, scaling up, or pivoting into something entirely new, know this: You have what it takes to succeed. And if you need help navigating the business world, Kalson Media is here to guide you.
Let’s build something incredible together. Get Started Here
What’s been your biggest lesson in running your business? I’d love to hear your story. Drop me a line personally.
The only way to do great work is to love what you do.
