Personal Brand vs. Product-First Websites: What Works Best For Your Brand?

 When you're building your Kajabi site, one big question often pops up:

“Should I lead with my personal brand — or focus on selling the offer right away?”

The truth is, it depends. And that’s not a cop-out — it’s a strategic choice that depends on how you want to position yourself, your expertise, and your client journey.

Let’s break down both approaches so you can choose what works best for you.

1. Product-Led Sites: Straight to the Sale

Some Kajabi websites are built to do one thing really well: sell the offer.

These types of sites are:

• Focused on clear, direct CTAs (like “Book a Call” or “Buy Now”)

• Less about storytelling, more about function

• Optimized for conversion through a linear sales funnel

This is great if you’re offering:

• A single coaching program

• A signature course

• A done-for-you service

Pro tip: If you're driving cold traffic to a call scheduler, it’s smart to gate that call. Use a name/email capture step before redirecting to your calendar. It filters out unqualified leads and adds people to your list even if they don’t complete the booking.

2. Personal Brand Sites: Authority First, Offers Second

Then there’s the brand-led approach — where the site opens with your story, your values, and your positioning in the market.

This type of website:

• Builds trust and credibility right away

• Puts you at the center of the experience

• Frames your expertise as the reason the offer matters

It’s perfect for:

• Thought leaders

• Coaches building long-term authority

• Multi-offer businesses or layered services

You don’t just want people to book — you want them to believe in you first.

3. The Hybrid Approach: The Best of Both Worlds

What works really well (especially on Kajabi) is a hybrid of the two.

For example, a homepage might start with your personal brand — a compelling photo, your value proposition, maybe a quick video — and then seamlessly guide people toward:

• Booking a discovery call

• Joining your waitlist

• Buying a program or product

You get the emotional trust of a personal brand, and the conversion clarity of a product-first flow.

And yes — Kajabi can absolutely handle this kind of design. With the right customizations (code-based when needed), you’re not stuck using blocky, default templates.

Final Thought: It’s Not Just Design. It’s Strategy.

Whether you lead with your face or your offer, what matters most is strategy.

Ask yourself:

• How do you want to be remembered?

• What’s the clearest path to getting someone from "who are you?" to "I’m in"?

• Are you selling a product — or a transformation?

Let your Kajabi website answer that for your visitor — before they ever book a call or click “buy.”