MEET THE MAKER- DIANE SERRA, WEBSITE DESIGNER AND CONTENT WRITER

If you don’t know who Diane Serra is, you will by the end of this blog. Let’s just say she’s the woman behind our beautiful new website and a content creating genius! We first met Diane a few years ago and have stayed in touch ever since. She is a multi-disciplined creative professional with a passion for Web Design and Content Writing. She was able to help us create a beautiful new website that showcased our story perfectly. If you’re looking for a new website design or perhaps just need some help with content strategy for your blog – Diane is your gal!

Are you local to San Diego? Tell us a little more about you…

I was born and raised in the Napa Valley. The majority of my family is still there (I have a huge Guamanian family), yet my parents and most of my siblings are here in San Diego. 

My parents moved to San Diego when their jobs were transferred to MiraMar and North Island military bases which is what brought us down to San Diego.

How did you begin your career as an entrepreneur?

I had been working at prAna for many years and wanted a more creative job. I had a desk job so there was a lot of downtime to lose myself reading blogs about creative professionals. I wanted to be one of them.  I really liked working at prAna and so I tried to just find a position on any creative team there. But I had no idea where to begin. Yet since I was working in eCommerce, I figured I would open up my own eCommerce store to start a portfolio to hopefully get a better position once I showed them that I could create, launch and grow a brand. So that’s when I started my leather bag line Diane Serra Handmade.

This mini-brand eventually led me to interior design and many other disciplines. I learned it all and realized I had a knack for learning quickly and yet enjoying each new skill related to entrepreneurialism. 

Long story short, I never did get a better job at prAna but I did learn that I love designing, namely digitally.

Over time, I decided to focus on web design, eCommerce design and digital marketing because I just love working with small businesses. It is very rewarding.

Did you go to school for Website Design and Content Writing?

Yes, I am a certified Full Stack Front End Developer. Which basically means I know how to code websites and such. Content writing I never studied but had built a skill for it naturally through writing daily on blogs I had in since 2009. Over time I would organically find clients who liked my style of writing and would hire me to build and write their digital content via blog posts and email newsletters.

It seems like you offer a lot of different services. What do people come to you for the most?

My clients are small businesses that generally need a variety of digital services for example, web design and content writing. This is because I started to encounter clients that maybe had a website but had no idea how to get people to their website. So it felt absolutely necessary that I offer both. I also offer eCommerce design and development which requires a lot more time than standard web design.

Your website design services are pretty self-explanatory (and AMAZING), do you mind touching on what type of content writing you create?

Thank you!

I am still a big fan of blogging and I read a recent study that said the businesses that are still cultivating a blog have higher conversion rates. Blogs are still a wonderful place to tell stories that will engage an audience or educate, inspire, etc. They are also very powerful for SEO because all those words on a company’s website will draw more readers. So in general, I still advocate for blogging as a content writer. For my social media clients, I aim to work with storytelling as a way to create an authentic, engaged online community. 

What strategies can you offer for those struggling with their business or engagement to their website and social media platforms?

I’ll split up my advice into two sections:
Social Media - 

For every social media client I’ve had, they’ve always been so worried and so concerned about the number of followers. It’s really hard to help people release the need for a large following. I always suggest to post regularly and authentically. Share your story, share your feelings, and most importantly- respond to comments. Social media is a long-ass game. It takes forever and not every business needs to be on every platform. 

Getting people to your website - 

I highly suggest a web-audit especially if you designed your website yourself. There may be usability issues that prevent your readers from getting the information they need to convert to a purchase or engage with your brand in general. It’s important to have a critical eye review the site and the analytics to understand where people are getting stuck and dropping off your site. It takes a bit of digging but the numbers don’t lie. I love doing website-audits!

Oh- one more bit of advice...

Blogging -

If you hate blogging, then don’t write. Don’t make yourself suffer. Hire a content writer. Just save yourself the turmoil of trying to think up blog posts and waste hours trying to craft one line of words. I’ve had clients come to me because they really want a blog but hate to write. So that’s where I come in. 

What is SEO? Can you explain a little more about why this is so important to have for your business?

SEO is super cool. It requires patience and constant nurturing but it’s really worth it. In a nutshell, SEO is the strategy behind the words that bring people to your website. There is actually a lot that goes into in terms of finding keywords, using linkbacks, metatags, etc but it’s worth the investment if you want people to find your website on search engines. Having a website is just the start, getting people there is where SEO and other types of marketing are essential.

What platform do you like to work on the most?

I love this question! The platform I like to work on the most is the platform my clients need. I really advocate for my clients and small businesses in-general meaning, if your business doesn’t need a custom coded website, then we will use a template website (Squarespace or something similar, etc). I always meet my clients where they are and where they hope to be within the next few years.  If they are aiming for selling online then I will likely suggest Shopify depending on their budget.

I am comfortable designing websites on many platforms because it is my job to be flexible and knowledgeable so that I can design on whatever platform is best for each client.  

For example, I’ve had many clients that have had their websites made on a platform that they cannot manage, update nor grow on. So they come to me frustrated because they likely paid too much for a site they can’t even manage. My job is to get to know each client, how much they want to manage their site after the fact (or if they want me to do it) and then educate them on the platform we are going to use and why. 

I also give personal tutorials for each client to show them how to manage their site once I’ve built it. The platform used can significantly improve how my clients feel about how their business is presented online. This is the goal. 

How do you stay motivated and inspired in your business? 

I really love serving people and so my clients mean a lot to me. Each project teaches me a list of new things I want to improve on to become a better designer. I am also very inspired by watching the creative folks in my community making continuous efforts to grow their businesses.

How can people get in touch with you?

My website: www.dianeserra.com

Email at the moment is best: hello@dianeserra.com

LIGHTING ROUND

Coffee or Tea: COFFEE (all day long).

And I don’t discriminate. I was raised on Folgers coffee so sometimes when I get nostalgic, you’ll find me at my parent's house happily drinking Folgers.  

Mac or PC: MAC 

Texting or Talking: TEXTING 

Minimalist or Maximist: MINIMALIST (trying to be a maximist).

I lived on a sailboat for a while (another story for another day) and so I’ve been conditioned to have a very small collection of clothes. But sometimes I would really like to feel comfortable growing a large wardrobe. 

Solid or Pattern: SOLID (with clothes). but Pattern only for my favorite checkered Vans

Form or Function: Grrrr…..this is a hard one! It really depends on how I’m feeling. I would say FUNCTION. 

Love, The Sisters (and Diane)