How to find your Ikigai and why it’s important for your marketing.
- Helen Davies
- Feb 10
- 5 min read
Most small business owners don’t struggle because they’re bad at what they do. They struggle because they’re too close to it.
They know they’re good at their work. They care deeply about their clients. They work tirelessly and wear many hats. But when it comes to clearly explaining why they do what they do — especially on their website or in their marketing — things start to feel fuzzy.
The message doesn’t quite land. The website explains what they do, but not why it matters.
I know this feeling well, because I struggled with it too.
Finding meaning in what you do
I often describe my business simply as web design and marketing for professional service-based businesses. Which is true — but it's not the whole truth.
Each year, I set clear financial goals and pin a dream board to my office wall to help with motivation. More time with my family, lots of holidays, healthier habits, home improvements, the dream home. Clear goals, clear direction. But beneath all that, something was missing.
A deeper sense of why I worked so hard, day in and day out.
And eventually, it caught up with me.
A couple of years ago, I had a wobble. I started questioning everything. Was designing websites and marketing really that important in the grand scheme of things? Was making business easier for my clients enough? Was helping people be more successful enough?
Compared to roles like teachers, GPs or counsellors, my work felt shallow. Mercenary, even. It was uncomfortable to admit, but I started wondering whether my work had enough meaning.
I knew my roles as a mum, wife, daughter and friend mattered deeply. But was my role as a local business owner fulfilling in the same way?
That question forced me to stop and take stock — of my strengths, my passions and my values.
I had a choice. I could retrain, change direction and pursue something that felt more obviously “meaningful”. Or I could find a way to bring more meaning into the work I already loved.
And I realised something important: I didn’t need to abandon web design. I needed to understand why I was doing it.
How I found my Ikigai
At the time, I didn’t know the word for it — but I was finding my Ikigai.
Ikigai sits at the intersection of:
What you love
What you’re good at
What you can be paid for
What the world needs
When I viewed my own work through that lens, things fell into place.
I love helping others, empowering people and giving them a voice.
I’m good at listening, simplifying complex ideas, focusing on what matters and helping people tell their story with clarity and confidence.
I get paid to design websites, shape marketing strategy and support businesses through training and coaching.
And what businesses and charities need most is clarity — around their purpose, their message and how to communicate it authentically
That’s where everything came together.
More than “just” a website
Yes, I’m a web designer. But the impact goes far beyond websites.
I’ve helped charities transform confusing, outdated sites into clear, engaging platforms that help people easily understand what they do, who for and the difference they make.
I’ve supported unpaid carers across Worcestershire by making vital information easier to find, understand and access.
I may not be saving lives every day, but I am empowering people. I’m helping them feel confident in their message, clear in their purpose, and proud to share their story.
That is meaningful. That is my Ikigai.
Why your why matters now
In today’s multimedia climate, we're inundated with marketing content bombarding us from multiple channels, making us as consumers more selective and savvier than ever before. Therefore, it’s never been more important to ensure your message resonates with your desired audience. Meaning if you’re a founder or small business owner, your why matters more than you might think.
When you’re clear on your purpose:
Your messaging becomes sharper
Your marketing feels more human
You attract clients who share your values
The fundamental principle remains the same: people don’t buy what you do — they buy why you do it.
When your why is clear, people feel it. They trust it. And they choose you.
Money vs meaning balance
Of course, money matters. We all have responsibilities, families to care for and bills to pay. But money alone doesn’t sustain you.
Purpose gives your work weight. It gives you confidence — not the loud, performative kind, but the quiet certainty that helps you show up consistently and authentically.
Finding your own Ikigai
Thankfully, you don’t need an existential crisis to start this process - just honesty.
Start by asking yourself:
Why do I do what I do?
What motivates me when no one’s watching?
What impact do I want my work to have?
Then explore:
What do I love?
What am I good at?
What does the world need?
What can I be paid for?
Where those answers overlap, that’s your Ikigai. Sounds easy doesn’t it? Unfortunately, this exercise is a lot harder when you try to do it by yourself. For practical, objective help and facilitation, enquire about my Web Clarity Workshop, a guided workshop that helps uncover your why, who, what and your how. Getting these basics right from the start is essential to your website success.
Why finding your ikigai matters for your marketing
When your why is clear, everything else becomes easier.
Your website feels aligned. Your messaging sounds like you. Your values are visible and the right people recognise themselves in them.
For me, finding my Ikigai brought clarity, confidence and meaning to my work. And it reminded me that even small, everyday actions can make a real difference.
So ask yourself: what’s my why?
Because when your purpose is clear, the right people start to listen.
Would you like some help?
You might be thinking, "I don’t really have a deep or meaningful purpose in what I do" but you might be surprised. One of the things I love most is helping people uncover their strengths and purpose, especially the qualities and skills they often take for granted.
If you’re feeling disconnected from your message, marketing or website, why not book a web clarity workshop with me? My workshop helps small business owners get clear on their purpose, audience and story. When your messaging becomes sharp, your confidence grows — and your website starts working harder for you.
Are you ready to sharpen your message and make your website work harder? Let’s talk.
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