Websites need a lot of heart to give a user the magical feeling of they get me. It's the only thing that builds trust on the internet and the only thing that makes them come back.


A website built on aesthetics alone is about as engaging as a car without gas. Without empathy for your visitors, you can’t create a connection. And without a connection, you’re just another website.

Website visitors judge your website based on their experience and current knowledge. Their state of mind and information is vastly different from the website’s creators.

But you’ll never know. You’ll look at your website and see beauty and perfection. You’re an expert in your field and it’s difficult to imagine the perspective of someone who’s not familiar with your industry.

It’s easy because your mind just fills in all the gabs of knowledge without you even realizing it. But how about your visitors? They have no idea and the questions they have might be vastly different from the answers you’re giving.

Don’t be that guy. We can help.

Websites should connect with their target audience.


Michael Klim, Founder of Heart and Magic

Michael Klim has been building software and websites for nearly two decades.

As a student, he developed a software suite to protect a user’s privacy on the internet. To sell it, he had to build a website with nothing more than code and a few spare tutorials. It was then that he fell in love with creating for people.

Throughout the years of working in the corporate world in both the US and Europe, he realized that users don’t always want what companies think they do. The disconnect is so broad because there is no active feedback from the customer. They just leave the website and never come back.

Michael experienced this disconnect first hand in real life. He was raised in Berlin by parents who fled communism in the Czech Republic. Later in life, he moved to the US. Once again, he felt alienated for a long time.

It’s a horrible feeling that we all experience online as well. It’s on a much smaller scale but the disconnect – as well as the negative impact on your business – is real.

Websites which fail to speak to their target audience feel shady. You can’t put your finger on it but you know you don’t trust them. It seems like all they want is your money.

Michael realized that the right communication, layout, and structure of a website can make or break a business. Large companies are aware of this but it’s difficult for small businesses to implement.

And so, Heart and Magic was born.