I see the same in the consulting space - people who've barely ever talked to a prospect let alone had an actual customer (I happen to know from talking to folks like that) have a shiny website with pricing packages talking about "their team" and what not. Feels like pure hustle culture.

I started my business a year ago, and there is no "we". There's me and (at this point) enough clients for comfortable living. I went completely scrappy on my website (https://dahlke.tech). Felt rebellious in this day and age, but it doesn't seem to hurt.

I don't think that stuff matters in the beginning, clients see right through it from what I've heard. Some people get off on trying to look and feel like "a real company". I find there's joy in accepting that my company is not that, not yet, and putting all of my energy into getting there.