Words and Photography by Nadine Wilmanns
Webdesign that builds Trust
In Conversation with Bernd Tyrna, webdesigner and founder of Webagency NEO in Tübingen
A website today is far more than just a digital business card. But what tasks must an online presence actually fulfill to turn casual visitors into paying clients? I spoke with Bernd Tyrna, founder of the web agency NEO in Tübingen, about why the first impression is crucial, why many businesses talk past their clients, and when hiring a professional web designer truly pays off.
Key takeaways: What makes a successful website
- Primary task – Building trust: The first impression decides within seconds whether visitors stay. Trust elements (badges, reviews, figures) are crucial for bookings and conversions.
- Problem-solution focus: Clients look for solutions to their pain points. Copy should not focus on your own skills (“I do xyz”), but on the value provided to the client.
- Measuring success: The effectiveness of a site is shown by the ratio of page views to actual inquiries or bookings (conversion rate).
- DIY vs. professional: Anyone serious about scaling their business saves valuable time with a professional agency and avoids mistakes in performance and user experience.
Bernd, when you look at a new web design project: What central tasks must a modern website primarily fulfill today?
A website basically works like a real-life meeting between two people – it thrives on the first impression. When someone lands on your site, they subconsciously ask themselves two questions: “Am I in the right place?” and “Does this provider offer what I’m looking for?”
Once this first hurdle is cleared, the most important function follows immediately: building trust. Without a solid foundation of trust, a booking or contact request will never happen in the end. That is precisely the core task.
Trust is an abstract word. How do you translate that specifically into the design of a website?
By purposefully embedding trust-building elements in both the design and content. Visitors are looking for proof that the provider delivers on what they promise.
This includes, for example, reviews and trust badges – independent review portals and testimonials from real clients create transparency.
Additionally, facts and figures: concrete evidence showing how many clients have been served, how high client satisfaction is, or how long the company has been established in the market.
And, of course, case studies and project insights: showcases of real projects that demonstrate the specific problem a client faced and what solution was developed for it.
In your experience, what is the biggest mistake solopreneurs and business owners make with their website copy and content?
The classic mistake is pure self-promotion. Many write phrases like “I do xyz” or “We are experts in abc.” But by doing that, you’re only talking about yourself.
If you’re chatting with someone in everyday life and they only talk about themselves, you usually find it rather off-putting. The exact same thing happens on a website.
It’s not about showing everything I can do, but specifically addressing: What problem does the client have, and what solution can I offer them? I consistently think from the client’s perspective: Where is the visitor right now? What are their pain points? When the client sees that you understand their situation and have the right solution ready, a conversation starts naturally.
Suppose my website is live. How do I as an entrepreneur know for sure whether my site is actually doing its job?
On one hand, you can ask people for their honest feedback. These can be existing clients or outsiders who don’t know your business at all. Honest feedback and an unbiased outside perspective are extremely helpful.
It becomes much more concrete, however, through the numbers: How many inquiries or bookings do you receive via the website relative to total page views? That is the benchmark. If view numbers are high but nobody books, the site isn’t doing its job.
Many founders first try building a website themselves using website builders. When do you realize it's time to seek professional help?
There are certainly people who can manage it themselves – provided they have the necessary technical and design talent. But the crucial questions you have to ask yourself are: Do I have a knack for it? Do I even have the time for it? And how high are my standards?
If you’re starting a small side hustle or just testing the waters, starting on your own is often perfectly fine. But if you really want to boost your business and hit the ground running right away, there’s realistically no time left to dive deep into web design, copywriting, graphics, and technology as well.
Most of the time, after a few weeks, you realize the result isn’t convincing after all. Visitors don’t find what they’re looking for, performance falls short, and the copy doesn’t hit the mark. If you want to be perceived professionally right away, you bring in expert help directly.
What drives you personally in your work with NEO in Tübingen? Why do you do what you do?
My standard is timelessness. I want clients to see the real value they receive, and for their website to work reliably for their business over many years.
When I get feedback from satisfied clients that their website continues to deliver long-term results, that makes me satisfied too. And honestly: I genuinely enjoy the work and the personal interaction with my clients. When the connection fits and the results are right, that makes me happy.
Find out more about Bernd Tyrna and his Web Agency NEO here: www.webagentur-neo.de
Alongside his work as a web designer, Bernd Tyrna is developing his own tool, “My Brand Radar”, which measures the digital market impact of companies across their websites, search engines, AI systems, and competitors. Curious to find out more? Visit mybrandradar.com to try the free BrandScan.
Great web design needs authentic visuals to truly connect with your ideal clients. If you want to elevate your online presence with high-impact imagery that tells your story and builds instant credibility, explore my business branding photography offer or book a discovery call today.