Meet Em White

We’re excited to introduce you to the always interesting and insightful Em White. We hope you’ll enjoy our conversation with Em below.

Em, first a big thank you for taking the time to share your thoughts and insights with us today. I’m sure many of our readers will benefit from your wisdom, and one of the areas where we think your insight might be most helpful is related to imposter syndrome. Imposter syndrome is holding so many people back from reaching their true and highest potential and so we’d love to hear about your journey and how you overcame imposter syndrome.

Imposter syndrome is tough—and to be honest, it doesn’t completely go away. There are still moments of doubt here and there, but when they do show up, I’ve learned one the best ways to address those moments are to use them as a signal to pause, reflect, and get intentional about how to move forward.

In the beginning, my imposter syndrome was especially loud. I was just starting out, trying to find my style and voice, while figuring out how to run a business at the same time. What helped most was surrounding myself with people who believed in me, encouraged me, and weren’t afraid to give honest, constructive feedback. That support system made all the difference.

I also firmly believe that practice builds confidence. The more I designed, the more I learned—about the tools, about design strategy, and about what truly makes a website effective. With every project, I gained more trust in my technical skills, more clarity in my style, and more confidence in the value I bring to the table.

I’m forever grateful for those early clients who took a chance on me. I was transparent with them that I was still learning, and they gave me the space to grow. That kind of trust is something I’ll never take for granted.

Imposter syndrome is hard to navigate, but I’ve learned that you don’t have to feel confident to act confident. You just have to keep showing up, keep creating, and keep stepping forward—one project, one lesson, one win at a time.

Thanks, so before we move on maybe you can share a bit more about yourself?

Hi! I’m Em, the designer and founder of Soulful Web Design Studio, where I create beautiful, meaningful websites for photographers, creatives, service providers, and small business owners who want an online space that feels like home. My work is all about crafting websites that reflect who my clients are, what they stand for, and the kind of impact they want to make.

My path into web design wasn’t exactly traditional. I studied accounting in college, but creativity has always been a big part of my life. I grew up painting with my grandma, ran a small digital art business in college, and was constantly drawn to visual storytelling. When I took a web authoring class in college just for fun, something clicked. Long story short, I found that web design was the perfect mix of structure and creativity—and I couldn’t get enough of it.

That spark eventually led to Soulful Web Design Studio, where I now help people feel truly seen through their websites. I design custom sites, offer template customization and installation services, create strategic premium Showit website templates, and build add-on pages for existing Showit websites.

The most special part of what I do is witnessing the moment a client says, “This finally feels like me.” That sense of alignment and confidence is what I’m always aiming for, and it’s what keeps me inspired project after project. Right now, I’m focused on growing the studio in new ways—expanding my template shop, offering more flexible services to meet clients at every stage, and developing educational resources to help other designers and small business owners feel more empowered online.

If there’s one thing I want people to know about Soulful Web Design Studio, it’s that this work is deeply personal. I pour intention into every detail because I genuinely care about helping people feel confident, connected, and proud of the space they hold online.

Looking back, what do you think were the three qualities, skills, or areas of knowledge that were most impactful in your journey? What advice do you have for folks who are early in their journey in terms of how they can best develop or improve on these?

There have been so many lessons along the way, but if I had to narrow it down to three qualities that have been most impactful, they would be: curiosity, listening, and organization.

First, curiosity and a hunger to learn have been everything. When I was first starting out, I dove headfirst into courses, tutorials, and hands-on practice—not because I had to, but because I wanted to. That fire is what helped me build my foundation. Even now, I learn something new almost every day. The digital world is always evolving, and staying curious is how I grow, adapt, and continue to bring the best possible value to my clients. For anyone early in their journey: lean into learning. Ask questions, experiment, and don’t be afraid to start before you feel “ready.”

Second, listening. This might sound simple, but truly listening—to my clients, to the market, even to myself—has helped me design with intention. When I sit down with a client, I want to understand the heart of their business so I can create something that genuinely reflects who they are. Good design isn’t just about aesthetics; it’s about empathy, clarity, and connection. If you’re just starting out, practice listening deeply. The answers are often right there in your client’s story.

And finally, organization. Web design is a creative field, but it also requires a surprising amount of structure. From keeping projects on track to designing layouts that feel clear and intuitive, strong organization has helped me stay grounded. It supports everything from client communication to creative flow. I’ve found that some of my best designs have come from thoughtful systems and processes behind the scenes. My advice here: even if you’re naturally more creative or free-flowing, build systems that support your process. It will pay off in your client experience and in your peace of mind.

At the end of the day, your journey will be uniquely yours—but curiosity, empathy, and structure are solid building blocks no matter where you’re headed.

One of our goals is to help like-minded folks with similar goals connect and so before we go we want to ask if you are looking to partner or collab with others – and if so, what would make the ideal collaborator or partner?

Absolutely! I’m always looking to build thoughtful, aligned partnerships, especially with other creatives whose work complements mine.

Right now, I don’t offer branding or copywriting in-house, but I constantly have clients asking for those services. I’d love to connect with brand designers and copywriters who offer white-label services or are open to collaborative projects. If you’re someone who loves working with heart-driven clients and believes in creating with intention, I’d love to hear from you.

I’m also really excited to continue expanding the types of businesses I work with. While I’ve built a strong foundation with photographers and creatives, I’m especially eager to collaborate with service providers who don’t always see themselves as “creative”. Your work matters deeply, and I love helping people in those fields build beautiful, soulful websites that reflect the magic of what they do.

Here are just a few types of businesses I’d love to support as I expand:
– Therapists and counselors
– Spiritual coaches and life coaches
– Health coaches, nutritionists, and wellness practitioners
– Home organizers, professional organizers, and cleaning service providers
– Virtual assistants and online business managers
– Bookkeepers and accountants for creatives
– Legal service providers for small businesses
– Tutors and academic or college consultants
– Parenting and child development coaches
– Event planners and coordinators
– Retreat hosts and facilitators
– Pet care professionals
– Travel planners
– Legal service providers
– Landscaping or gardening services
– Florists
– Interior stylists or home consultants
– Reiki, massage, and holistic wellness providers

If you’re reading this and thinking, “This sounds like me,” please reach out! You can connect with me directly through my website at soulfulwebdesignstudio.com or email me at soulfulwebdesign@gmail.com. Let’s build something meaningful together.

Contact Info:

• Website: https://www.soulfulwebdesignstudio.com
• Instagram: https://www.instagram.com/soulfulwebdesign
• Other: https://www.pinterest.com/soulfulwebdesignstudio/