What really makes a DTC site work for emerging brands?

A good website can make a real impact, and a recent Vogue Business article outlined some valid reasons why. But it's just one part of a much bigger picture.

If emerging brands want long-term success, it starts way before the website design and build.

The article hints at this:

“Perhaps the most important piece of advice for young designers is that a brand’s website isn’t the only online consumer touchpoint.”

We agree. We’ve seen the same story play out: a brand invests heavily in a new site, expecting a rush of sales from day one and nothing happens. Not because the site is bad. But because:

- Metrics don’t shift overnight
- The strategy underneath wasn’t there

❗ Before the platform, comes the plan.
Many young designers launch with small, creative-led teams. The focus is on the visuals and aesthetic. But before you build, step back and ask:

1. Do we have a clear brand strategy?
2. Do we understand our customer beyond the persona?
3. Is our content connected to our commerce?
4. Do we know our goals and the levers to get there?

Your website should be one part of a wider ecosystem, not the ecosystem itself.

🤳 You also need a site that performs, not just one that looks good.

A beautiful website without a performance strategy is like a concept store in the middle of nowhere. DTC success comes from strong positioning and a defined journey that supports both discovery and conversion.

What we know works:

✔️ Build for scale, not just launch
Too many brands launch with fragile sites with poor structure and little flexibility for growth. Future-proof early or rebuild sooner than anticipated.

✔️ Content + commerce must align
Content builds connection, engagement and brand equity. Bake content strategy into the experience, don’t just tag on a blog.

✔️ Beware the slippery discount slope
Yes, discounting has a place. But without a strategy and retention plan, it quickly becomes the default. And it’s VERY hard to climb back from there.

✔️ CRM & email aren’t optional
Retention = revenue. A strong CRM/email setup increases LTV, supports segmentation and extends your brand experience post-checkout.

✔️ Don’t skip the data foundations
If it’s not tracked, you’re working blind. Without clear tracking and data, growth decisions become guesswork.

For emerging brands, your DTC site and wider strategy needs to do a lot. It should carry your story, convert the right customers, collect data, build loyalty, and support growth in a shifting market.

At Axe & Kettle, we’ve helped brands like JW Anderson, Nanushka, Matilda Goad and Glassette grow with brand-first, performance strategies that build businesses not just websites.