1 00:00:16,320 --> 00:00:19,840 Hello, welcome. This is the 90 Day 2 00:00:19,840 --> 00:00:22,280 Website Mastery podcast, the perfect 3 00:00:22,280 --> 00:00:24,980 companion to our 90 Day Website Mastery 4 00:00:25,080 --> 00:00:28,900 program. It's episode 32. We're excited 5 00:00:28,900 --> 00:00:30,480 to bring you even more valuable insights 6 00:00:30,480 --> 00:00:32,840 and practical advice to help you enhance 7 00:00:32,840 --> 00:00:35,340 your website's performance, join us as we 8 00:00:35,340 --> 00:00:37,200 explore strategies to make your website 9 00:00:37,200 --> 00:00:39,840 work harder for you, reigniting your 10 00:00:39,840 --> 00:00:42,600 pride into your online presence. I'm here 11 00:00:42,600 --> 00:00:44,460 with my co-host Pascal. Fin, Tony, you 12 00:00:44,460 --> 00:00:45,300 okay, Pascal? 13 00:00:45,740 --> 00:00:47,160 Very well, Thank you very much. Now, this 14 00:00:47,160 --> 00:00:49,240 is a short form, fast paced bit of 15 00:00:49,240 --> 00:00:52,280 content trying to make 2 things really, 16 00:00:52,420 --> 00:00:55,080 bringing clarity when it comes to running 17 00:00:55,080 --> 00:00:57,480 a website and enjoying it. A bit more 18 00:00:57,480 --> 00:00:58,940 important to making sure that in the 19 00:00:58,940 --> 00:01:01,400 process, you feel proud of your website 20 00:01:01,400 --> 00:01:01,900 again. 21 00:01:02,320 --> 00:01:04,440 Yeah, that is the most important thing. 22 00:01:04,760 --> 00:01:06,600 We've done many, many training courses 23 00:01:06,600 --> 00:01:09,540 and the key thing we always hear is that 24 00:01:09,540 --> 00:01:11,600 pang when someone says, what's your 25 00:01:11,600 --> 00:01:12,640 website address? And it's sort of like 26 00:01:12,640 --> 00:01:13,980 that pang in your stomach that you don't 27 00:01:13,980 --> 00:01:16,120 feel proud. And we want you to feel proud 28 00:01:16,120 --> 00:01:18,060 of your website. That's what this is all 29 00:01:18,060 --> 00:01:20,200 about. In each episode, we have 4 30 00:01:20,200 --> 00:01:22,280 segments. We have the you ask, we answer. 31 00:01:22,540 --> 00:01:25,840 We have the website stories. We have a 32 00:01:25,840 --> 00:01:30,060 website engine room where we give an app 33 00:01:30,060 --> 00:01:32,820 or a piece of software or a piece of kit 34 00:01:32,840 --> 00:01:34,740 that me or Pascal have seen that's gonna 35 00:01:34,740 --> 00:01:36,580 help you as a website manager make your 36 00:01:36,580 --> 00:01:38,860 life easier. And of course, we always 37 00:01:38,860 --> 00:01:40,420 finish with the website call to action 38 00:01:40,420 --> 00:01:41,940 because every piece of content should 39 00:01:41,940 --> 00:01:43,480 have a website call to action. And we'll 40 00:01:43,480 --> 00:01:45,060 come onto that right at the end. So 41 00:01:45,060 --> 00:01:47,040 Without further ado, let's start with you 42 00:01:47,040 --> 00:01:49,280 ask, we answer our first segment. 43 00:01:55,760 --> 00:01:57,620 This is fascinating and I'm very 44 00:01:57,620 --> 00:01:59,120 surprised we've not had that question 45 00:01:59,120 --> 00:02:00,680 before when you think about it and how 46 00:02:00,680 --> 00:02:02,900 long now we'd be running the podcast from 47 00:02:02,900 --> 00:02:04,620 the website mastery. Now this is a bit of 48 00:02:04,620 --> 00:02:05,920 a combination because you have the 49 00:02:05,920 --> 00:02:08,140 question at an event, I had the same 50 00:02:08,140 --> 00:02:10,440 questions more or less during a master 51 00:02:10,440 --> 00:02:13,180 class. So here it goes. What does it mean 52 00:02:13,180 --> 00:02:14,760 for my website to be mobile form 53 00:02:14,760 --> 00:02:16,820 friendly? Surely this is done 54 00:02:16,820 --> 00:02:19,320 automatically nowadays or am I supposed 55 00:02:19,320 --> 00:02:21,420 to do something else to make it happen? 56 00:02:22,340 --> 00:02:25,040 And I have some sympathy because I will 57 00:02:25,040 --> 00:02:27,260 explain later on why I believe the term 58 00:02:27,260 --> 00:02:28,560 mobile-friendly or mobile-phone-friendly 59 00:02:29,380 --> 00:02:32,040 is perhaps not particularly obvious to 60 00:02:32,040 --> 00:02:34,360 all. What does it mean? And I think 61 00:02:34,360 --> 00:02:35,980 particularly when you go online, Johnny, 62 00:02:35,980 --> 00:02:38,340 and look for information, and you can all 63 00:02:38,340 --> 00:02:40,620 Google, find the Google guidelines for 64 00:02:40,620 --> 00:02:44,160 mobile phone friendly, it feels like it's 65 00:02:44,160 --> 00:02:45,740 just very superficial, it's kind of 66 00:02:45,740 --> 00:02:48,000 things that everybody knows, but is there 67 00:02:48,000 --> 00:02:49,560 something else people should be thinking 68 00:02:49,560 --> 00:02:52,280 about when it comes to mobile phone 69 00:02:52,280 --> 00:02:54,260 users? What say you, Johnny Ross? 70 00:02:54,720 --> 00:02:56,480 Yeah, well the difficult thing and you 71 00:02:56,480 --> 00:02:59,080 know, part of that question is, you know, 72 00:02:59,080 --> 00:03:00,740 that that person saying surely this is 73 00:03:00,740 --> 00:03:03,060 done automatically nowadays. And you 74 00:03:03,060 --> 00:03:04,700 would think that, wouldn't you? You would 75 00:03:04,700 --> 00:03:06,620 assume that. In fact, there's so many 76 00:03:06,620 --> 00:03:07,960 assumptions that are made when you're 77 00:03:07,960 --> 00:03:10,940 buying a website from an agency or a web 78 00:03:10,940 --> 00:03:12,740 developer. There's so many assumptions 79 00:03:12,740 --> 00:03:15,580 that are made from it's going to work on 80 00:03:15,580 --> 00:03:17,600 mobile to it's going to rank at the top 81 00:03:17,600 --> 00:03:21,160 of Google. Of course, that's not the case 82 00:03:21,780 --> 00:03:24,960 and we're not in a regulated market. You 83 00:03:24,960 --> 00:03:27,840 need to make sure that your website brief 84 00:03:27,960 --> 00:03:30,600 is very thorough and you need to make 85 00:03:30,600 --> 00:03:32,080 sure that you're challenging whoever 86 00:03:32,080 --> 00:03:34,120 you're buying a website from, or perhaps 87 00:03:34,120 --> 00:03:35,660 if you're building it yourself, you need 88 00:03:35,660 --> 00:03:37,560 to challenge the tool that you're using. 89 00:03:37,960 --> 00:03:40,300 So unfortunately, a lot of websites 90 00:03:40,300 --> 00:03:42,800 aren't automatically ready for mobile. 91 00:03:43,240 --> 00:03:44,620 And really what we should be talking 92 00:03:44,620 --> 00:03:46,440 about here is mobile first. So when we're 93 00:03:46,440 --> 00:03:48,040 designing a website, we should have 94 00:03:48,040 --> 00:03:50,740 mobile first in mind. The problem with 95 00:03:50,740 --> 00:03:52,340 that, and I deal with this on a daily 96 00:03:52,340 --> 00:03:54,960 basis, we build WordPress websites all 97 00:03:54,960 --> 00:03:57,380 the time. And 1 of the issues that I 98 00:03:57,380 --> 00:04:00,640 always find is that We're all in a 99 00:04:00,640 --> 00:04:02,700 desktop environment when we're having 100 00:04:02,800 --> 00:04:05,020 conversations in terms of business to 101 00:04:05,020 --> 00:04:08,420 business conversation. When we're 102 00:04:09,000 --> 00:04:10,560 brainstorming on what the website is 103 00:04:10,560 --> 00:04:11,880 going to be like, when we're looking at 104 00:04:11,880 --> 00:04:13,720 other websites, when we're showing some 105 00:04:13,720 --> 00:04:16,660 designs, when we're on Teams, on Zoom, on 106 00:04:16,660 --> 00:04:18,880 Google Meet, we're all on a desktop. But 107 00:04:18,880 --> 00:04:23,260 in reality, in most industries and 108 00:04:23,260 --> 00:04:25,600 sectors, over 50% of people are using 109 00:04:25,600 --> 00:04:27,820 mobile. So the biggest thing is getting 110 00:04:27,820 --> 00:04:29,760 your head around that you need to make 111 00:04:29,760 --> 00:04:31,460 sure you're always talking about websites 112 00:04:31,460 --> 00:04:33,420 on mobile. So that's about using an 113 00:04:33,420 --> 00:04:35,080 emulator on your computer to be always 114 00:04:35,080 --> 00:04:37,220 looking at mobile versions of websites. 115 00:04:37,620 --> 00:04:39,980 But yeah, going back to the crux of this 116 00:04:40,100 --> 00:04:42,640 question, it's not automatic and you 117 00:04:42,640 --> 00:04:46,260 absolutely need to consider it As first, 118 00:04:46,460 --> 00:04:48,260 what is this website going to look like 119 00:04:48,260 --> 00:04:51,480 on mobile? Nevermind desktop. That's what 120 00:04:51,480 --> 00:04:52,100 I think. 121 00:04:52,600 --> 00:04:54,460 And I think for me, the idea being, 122 00:04:54,460 --> 00:04:55,600 whether you work with a designer or 123 00:04:55,600 --> 00:04:57,920 you're doing it yourself, you have to get 124 00:04:57,920 --> 00:05:00,360 into the habit of the schematics on both 125 00:05:00,360 --> 00:05:02,600 the vertical screens and the laptop 126 00:05:02,600 --> 00:05:04,200 screen. Because you're right, most of our 127 00:05:04,200 --> 00:05:05,900 blogging is done on the laptop. I would 128 00:05:05,900 --> 00:05:08,040 imagine that's more convenient. That 129 00:05:08,040 --> 00:05:11,100 takes me back even into my passion by 130 00:05:11,100 --> 00:05:13,400 video and filmmaking. Most video editing 131 00:05:13,400 --> 00:05:15,520 is done on a large screen because we want 132 00:05:15,520 --> 00:05:17,020 to see stuff. And the amount of 133 00:05:17,020 --> 00:05:18,520 conversation I've had with other video 134 00:05:18,520 --> 00:05:21,020 editors say, people won't be able to see 135 00:05:21,020 --> 00:05:22,700 that on mobile phone, the caption is too 136 00:05:22,700 --> 00:05:25,600 small, or you need to move in closer to 137 00:05:25,600 --> 00:05:28,120 the products or to the scene because on 138 00:05:28,120 --> 00:05:30,860 the mobile phone screen, it's not gonna 139 00:05:30,860 --> 00:05:33,340 be as obvious. And the other challenge 140 00:05:33,340 --> 00:05:34,620 that I've got then, so you could do all 141 00:05:34,620 --> 00:05:36,400 that. You could sketch it, you could use 142 00:05:36,400 --> 00:05:38,000 different online platforms, many of them 143 00:05:38,000 --> 00:05:40,920 mentioned on the show, and get an 144 00:05:40,920 --> 00:05:43,220 impression what it's gonna be like on 145 00:05:43,220 --> 00:05:45,700 mobile. But the advice out there, and if 146 00:05:45,700 --> 00:05:47,760 you Google it, you'll know, is very much 147 00:05:47,760 --> 00:05:51,220 centered on the technology, the tech, you 148 00:05:51,220 --> 00:05:53,600 know, the behind the scenes stuff. And I 149 00:05:53,600 --> 00:05:56,420 think that a much better and more helpful 150 00:05:56,420 --> 00:05:59,880 expression should be that the website is 151 00:05:59,880 --> 00:06:02,160 mobile phone user friendly. Because I 152 00:06:02,160 --> 00:06:04,380 think all too often the visitor is 153 00:06:04,380 --> 00:06:06,180 somehow implicit, but I actually wanna 154 00:06:06,180 --> 00:06:08,140 make it explicit. Because then you move 155 00:06:08,140 --> 00:06:09,980 into decision, for example, photography. 156 00:06:10,440 --> 00:06:13,440 So photography on a laptop screen, you 157 00:06:13,440 --> 00:06:15,500 can see a lot more details than you would 158 00:06:15,520 --> 00:06:18,380 on the small screen. So again, can you 159 00:06:18,380 --> 00:06:21,840 move in a bit closer? Text, you've got to 160 00:06:21,840 --> 00:06:23,460 break it down more. You have to create 161 00:06:23,460 --> 00:06:24,880 more line breaks. You have to create more 162 00:06:24,880 --> 00:06:26,820 sub headers and many conversations we've 163 00:06:26,820 --> 00:06:28,780 had before. So for me, the question 164 00:06:28,780 --> 00:06:30,320 should be, what does it mean for my 165 00:06:30,320 --> 00:06:32,060 website to be mobile phone user-friendly 166 00:06:32,360 --> 00:06:34,760 and once you move into for the platform 167 00:06:34,760 --> 00:06:36,180 that the people you have used that 168 00:06:36,180 --> 00:06:39,520 expression before, literally logic and 169 00:06:39,520 --> 00:06:41,960 just good customer care comes into play 170 00:06:41,960 --> 00:06:43,940 and then you're going to start to rethink 171 00:06:43,980 --> 00:06:46,040 the navigation, the structure, the 172 00:06:46,040 --> 00:06:49,300 content itself. And for example, when my 173 00:06:49,300 --> 00:06:51,360 customers do take part in the blogging 174 00:06:51,360 --> 00:06:53,940 masterclass, they work on a laptop and it 175 00:06:53,940 --> 00:06:56,440 looks very neat. As soon as you look on a 176 00:06:56,440 --> 00:06:58,720 mobile phone, you're faced with a massive 177 00:06:58,720 --> 00:07:01,540 column of words without any breaks and 178 00:07:01,540 --> 00:07:03,740 not even visual kind of stimuli. So it 179 00:07:03,740 --> 00:07:05,020 makes sure we think everything 180 00:07:05,020 --> 00:07:07,120 completely, but it has to be friendly to 181 00:07:07,120 --> 00:07:09,180 the user, not the mobile phone that makes 182 00:07:09,180 --> 00:07:10,080 any sense. Will 183 00:07:10,100 --> 00:07:13,680 Barron Yeah, absolutely. And so I think 184 00:07:13,680 --> 00:07:16,280 it's about creating lots of space. It's 185 00:07:16,280 --> 00:07:19,700 about making it really easy for fingers 186 00:07:19,780 --> 00:07:21,760 and thumbs to be able to get to a call to 187 00:07:21,760 --> 00:07:23,940 action, to be able to see the call to 188 00:07:23,940 --> 00:07:28,000 action and to really, like I was saying a 189 00:07:28,000 --> 00:07:31,760 minute ago that Some of the clients I 190 00:07:31,760 --> 00:07:34,620 work with, I'm working on behalf of them, 191 00:07:34,620 --> 00:07:36,900 employing another agency to come in and 192 00:07:36,900 --> 00:07:38,900 still to this day, other agencies are 193 00:07:38,900 --> 00:07:40,940 showing them on desktop first and you 194 00:07:40,940 --> 00:07:42,780 know, it looks great and yes, let's go 195 00:07:42,780 --> 00:07:43,900 with that. And then they look at it on 196 00:07:43,900 --> 00:07:45,650 mobile and it's like bloody awful. And 197 00:07:45,650 --> 00:07:47,620 it's, And there's just not been any 198 00:07:47,620 --> 00:07:50,400 thought on, as Pascal's just said, the 199 00:07:50,400 --> 00:07:52,620 usability side of things. So yeah, I 200 00:07:52,620 --> 00:07:55,140 think lots of creating space, creating 201 00:07:55,200 --> 00:07:57,400 buttons that are big enough, creating 202 00:07:57,460 --> 00:07:59,340 sticky content so that perhaps when you 203 00:07:59,340 --> 00:08:00,820 are scrolling and there's lots of text, 204 00:08:00,820 --> 00:08:02,500 there's still call to actions available. 205 00:08:03,280 --> 00:08:05,120 And I'm thinking about how you can break 206 00:08:05,120 --> 00:08:07,780 that content up in a much shorter fashion 207 00:08:07,800 --> 00:08:10,220 because you're on a mobile device. So, 208 00:08:10,920 --> 00:08:11,860 yeah, come on. 209 00:08:11,960 --> 00:08:13,540 And for me, just finally, because I know 210 00:08:13,540 --> 00:08:15,400 time is against us, it is, This is a 211 00:08:15,400 --> 00:08:17,800 short form, fast paced bit of content out 212 00:08:17,800 --> 00:08:20,920 there. The 1 thing that is helpful when 213 00:08:20,920 --> 00:08:22,740 you go mobile first in your deliberation 214 00:08:22,860 --> 00:08:25,300 is to remember, I know it sounds silly, 215 00:08:25,440 --> 00:08:27,460 that this is about touching the screen 216 00:08:27,460 --> 00:08:29,980 and interacting with the screen as 217 00:08:29,980 --> 00:08:31,420 opposed to using your mouse to click on 218 00:08:31,420 --> 00:08:33,820 the number of items on the webpage that's 219 00:08:33,820 --> 00:08:35,780 organised from left to right. So I think 220 00:08:35,780 --> 00:08:37,180 for me as well, we're having a 221 00:08:37,180 --> 00:08:38,660 conversation about the touchscreen, 222 00:08:39,200 --> 00:08:41,260 you're opening up possibilities in terms 223 00:08:41,260 --> 00:08:43,700 of the user interaction experience, which 224 00:08:43,700 --> 00:08:45,380 I think you would not think of 225 00:08:45,440 --> 00:08:47,780 immediately if you start with a laptop 226 00:08:47,780 --> 00:08:49,820 version of visiting your website. 227 00:08:50,620 --> 00:08:52,500 Yeah, and that makes you think about 228 00:08:52,500 --> 00:08:55,340 forms and making them easy to fill out on 229 00:08:55,340 --> 00:08:57,700 a mobile phone because you're not using 230 00:08:57,740 --> 00:08:59,780 the traditional keyboard, the traditional 231 00:08:59,840 --> 00:09:02,700 size of the space of the form. So yeah, 232 00:09:02,700 --> 00:09:04,540 those are really good things to think 233 00:09:04,540 --> 00:09:06,260 about. Listen, if you're watching or 234 00:09:06,260 --> 00:09:07,780 listening right now, thank you so much 235 00:09:07,780 --> 00:09:09,380 for joining us. We really enjoy doing 236 00:09:09,380 --> 00:09:12,440 this short form content and keep asking 237 00:09:12,440 --> 00:09:15,940 us questions, keep sending us anything 238 00:09:15,940 --> 00:09:18,080 you think about in terms of on social 239 00:09:18,080 --> 00:09:20,380 media, so please do. But for now, we're 240 00:09:20,380 --> 00:09:22,860 going to move to our next segment, which 241 00:09:22,860 --> 00:09:24,520 is website stories. 242 00:09:31,560 --> 00:09:33,120 In this segment of the show, John and I 243 00:09:33,120 --> 00:09:35,020 review and react to an article, an 244 00:09:35,020 --> 00:09:37,040 infographic, a podcast, anything that can 245 00:09:37,040 --> 00:09:39,380 make life easier and help us reflect what 246 00:09:39,380 --> 00:09:42,200 it means to be a website manager in 247 00:09:42,200 --> 00:09:44,660 today's economy. I've chosen an article, 248 00:09:45,060 --> 00:09:48,280 Johnny, for today, which I think has a 249 00:09:48,280 --> 00:09:50,660 foot both in the past and the future. 250 00:09:50,660 --> 00:09:52,560 This was written by Ben Davis, who is the 251 00:09:52,560 --> 00:09:55,760 Insights Editor at eConsultancy.com. So 252 00:09:55,760 --> 00:09:57,920 Ben Davis is almost like the kind of 253 00:09:57,920 --> 00:10:02,480 investigator looking at the impact on the 254 00:10:02,480 --> 00:10:04,500 progress, maybe digital, but also user 255 00:10:04,500 --> 00:10:07,600 experience. And e-consultancy is my go-to 256 00:10:07,600 --> 00:10:10,260 destination for trends, insights reports, 257 00:10:10,360 --> 00:10:12,320 but also a great educational platform. 258 00:10:12,680 --> 00:10:15,240 And the article written by Ben is kind of 259 00:10:15,240 --> 00:10:17,360 interesting because whilst it is 260 00:10:17,360 --> 00:10:19,720 addressing, I suppose, the kind of 261 00:10:19,720 --> 00:10:22,320 deliberations that online retailers may 262 00:10:22,320 --> 00:10:25,360 have now, I think it's valid for all 263 00:10:25,360 --> 00:10:30,140 sectors and all audiences. So the title 264 00:10:30,140 --> 00:10:33,580 is as follows, what exactly is AI-Avid 265 00:10:34,360 --> 00:10:37,260 Commerce search and what does it mean for 266 00:10:37,260 --> 00:10:38,700 retailers? And I would really encourage 267 00:10:38,700 --> 00:10:40,800 people to seek out the article. We've got 268 00:10:40,800 --> 00:10:42,640 the hyperlink in the show notes because 269 00:10:42,900 --> 00:10:44,800 it does a very, very good job to reflect 270 00:10:44,800 --> 00:10:48,380 on our experience as people of the search 271 00:10:48,380 --> 00:10:50,400 function, both in terms of websites, 272 00:10:50,800 --> 00:10:52,880 could be small independent retailers, 273 00:10:53,420 --> 00:10:56,280 larger brands, like Amazon and Walmart, 274 00:10:56,280 --> 00:10:58,780 but also the search engines. And I think 275 00:10:58,780 --> 00:11:00,060 you and I can reflect on the last 30 276 00:11:00,060 --> 00:11:03,080 years to agree that by and large search 277 00:11:03,180 --> 00:11:05,340 is not always particularly effective, is 278 00:11:05,340 --> 00:11:07,460 not always successful, and what we've had 279 00:11:07,460 --> 00:11:11,020 to do all of this is almost learn the 280 00:11:11,020 --> 00:11:13,540 kind of idiosyncrasies and some of the 281 00:11:13,540 --> 00:11:15,400 quirks of the search function to try and 282 00:11:15,400 --> 00:11:18,260 make it work for us. And some of us could 283 00:11:18,260 --> 00:11:20,140 actually be very, very proud of our 284 00:11:20,140 --> 00:11:22,440 search skills and we can second guess 285 00:11:22,500 --> 00:11:24,960 actually how bad it is to essentially get 286 00:11:24,960 --> 00:11:26,800 a better result. But everything's changed 287 00:11:26,800 --> 00:11:28,980 now because of the advance of AI, but 288 00:11:28,980 --> 00:11:31,280 particularly the large language models 289 00:11:31,420 --> 00:11:33,860 where you move into a situation where you 290 00:11:33,860 --> 00:11:36,180 no longer have to second guess what 3, 4 291 00:11:36,180 --> 00:11:38,400 to 5 words you have to put in. You can 292 00:11:38,400 --> 00:11:40,980 have a full-on conversation with a 293 00:11:40,980 --> 00:11:43,440 chatbot, sometimes called agent, and make 294 00:11:43,440 --> 00:11:46,000 your search feel more like you're being 295 00:11:46,000 --> 00:11:48,900 assisted by a personal assistant of 296 00:11:48,900 --> 00:11:52,380 sorts. And that is creating a new way of 297 00:11:52,380 --> 00:11:55,040 thinking on Google, but other platforms. 298 00:11:55,340 --> 00:12:00,020 And we may come across a term that then 299 00:12:00,060 --> 00:12:01,980 is indicating called conversational 300 00:12:02,260 --> 00:12:04,860 commerce or conversational search. And 301 00:12:04,860 --> 00:12:07,680 this is essentially a reflection at this 302 00:12:07,680 --> 00:12:09,820 moment in time about the impact on all of 303 00:12:09,820 --> 00:12:13,040 us and all our websites. We will see the 304 00:12:14,500 --> 00:12:17,080 rollout of those kind of advanced way of 305 00:12:17,080 --> 00:12:19,780 searching on larger brand websites 306 00:12:20,020 --> 00:12:21,780 because they could afford to make all the 307 00:12:21,780 --> 00:12:24,180 mistakes and improve upon it. But 1 thing 308 00:12:24,180 --> 00:12:25,900 that I've noticed over the years, Johnny, 309 00:12:25,900 --> 00:12:27,680 and only if you agree, is that the 310 00:12:27,680 --> 00:12:30,420 behavior that people essentially first 311 00:12:30,420 --> 00:12:33,020 get a go at on platform like Amazon, 312 00:12:33,020 --> 00:12:35,080 Google and more, then becomes a norm and 313 00:12:35,080 --> 00:12:38,060 is unexpected on other platforms such as 314 00:12:38,060 --> 00:12:40,920 your website. So, listen, Ben does an 315 00:12:40,920 --> 00:12:43,980 amazing job to reflect back and look 316 00:12:43,980 --> 00:12:47,820 forward. But I sense that in his article, 317 00:12:48,120 --> 00:12:50,500 he's suggesting that, by and large, we're 318 00:12:50,500 --> 00:12:53,380 still, the effort is a bit timid, a bit 319 00:12:53,380 --> 00:12:55,180 limited, we should be a lot more 320 00:12:55,180 --> 00:12:59,400 ambitious about what those AI solutions 321 00:12:59,420 --> 00:13:01,680 can provide for us. But ultimately, what 322 00:13:01,680 --> 00:13:02,920 he's saying is that we're gonna be in a 323 00:13:02,920 --> 00:13:06,780 position to assist the shopper and indeed 324 00:13:06,780 --> 00:13:09,400 to be the decision maker in more advanced 325 00:13:09,500 --> 00:13:11,140 and sophisticated way. And that would 326 00:13:11,140 --> 00:13:13,840 feel more like having conversation with 327 00:13:14,540 --> 00:13:16,820 an individual than ever before. And is 328 00:13:16,820 --> 00:13:19,380 that not actually the ultimate aim of a 329 00:13:19,380 --> 00:13:22,260 website to be a mirror of what it's gonna 330 00:13:22,260 --> 00:13:24,740 feel like in the near future to deal with 331 00:13:24,740 --> 00:13:27,460 the very people behind the business? So 332 00:13:27,460 --> 00:13:28,900 for that reason, I chose the article. 333 00:13:28,900 --> 00:13:32,300 People can read it for themselves. And a 334 00:13:32,300 --> 00:13:34,900 couple of things to mention before I get 335 00:13:34,900 --> 00:13:37,380 your reaction is this idea of, let's not 336 00:13:37,380 --> 00:13:39,720 forget that 1 of the things that AI can 337 00:13:40,040 --> 00:13:42,980 offer beyond the current search function, 338 00:13:43,120 --> 00:13:45,720 it was called multi models. Also using 339 00:13:45,720 --> 00:13:49,620 voice, using images, as we can drag and 340 00:13:49,620 --> 00:13:51,540 drop. Something that has been tested by 341 00:13:51,540 --> 00:13:54,740 Google called Shop with Google AI, where 342 00:13:54,740 --> 00:13:57,120 literally you can generate some images of 343 00:13:57,120 --> 00:13:59,060 what you're looking for, and then 344 00:13:59,060 --> 00:14:00,920 Google's gonna go away and search it for 345 00:14:00,920 --> 00:14:03,580 you and create other matches. So I think 346 00:14:03,580 --> 00:14:05,100 it's going to get very, very interesting, 347 00:14:05,100 --> 00:14:07,460 but we as website managers need to keep 348 00:14:07,460 --> 00:14:09,700 an eye on the near future and start to 349 00:14:09,700 --> 00:14:10,860 plan for those adjustments. 350 00:14:12,240 --> 00:14:14,840 Yeah, I think for me the key message here 351 00:14:15,120 --> 00:14:17,960 is we need to step out of our comfort 352 00:14:17,960 --> 00:14:19,820 zones and start trying these things. 353 00:14:20,100 --> 00:14:23,160 Because as small businesses, you've got 354 00:14:23,160 --> 00:14:25,520 the ability to be able to adapt very 355 00:14:25,520 --> 00:14:29,340 quickly, to be able to test and try. My 356 00:14:29,340 --> 00:14:31,920 advice would be to start embracing a lot 357 00:14:31,920 --> 00:14:34,460 of the things that are out there. And 358 00:14:34,460 --> 00:14:35,600 especially what we're talking about 359 00:14:35,600 --> 00:14:37,860 today, which is that AI chatbot in terms 360 00:14:37,860 --> 00:14:40,460 of commerce, in terms of giving that 361 00:14:40,460 --> 00:14:42,000 experience. I think you said it really 362 00:14:42,000 --> 00:14:43,780 well, Pascal, giving that experience in 363 00:14:43,780 --> 00:14:45,760 terms of if you walked into a business 364 00:14:45,760 --> 00:14:47,960 premises, if you walked into a retail 365 00:14:47,960 --> 00:14:50,660 premises and you had that first initial 366 00:14:50,660 --> 00:14:52,740 conversation, that's what we're trying to 367 00:14:52,740 --> 00:14:54,640 create as a website. That's how you 368 00:14:54,640 --> 00:14:56,520 should be thinking that your website is 369 00:14:56,520 --> 00:14:59,340 trying to achieve. So how would you know 370 00:14:59,340 --> 00:15:02,540 if you were talking in that first moment, 371 00:15:02,800 --> 00:15:05,580 one-to-one, how would you talk? And 372 00:15:05,580 --> 00:15:08,300 that's going back to real basics of using 373 00:15:08,300 --> 00:15:10,680 the word you and your within the content 374 00:15:10,740 --> 00:15:12,200 and really making it very clear that 375 00:15:12,200 --> 00:15:13,900 you're talking to the individual and 376 00:15:13,900 --> 00:15:17,100 thinking about just, you know, not trying 377 00:15:17,100 --> 00:15:20,140 to think mass market and you're talking 378 00:15:20,140 --> 00:15:21,380 to everyone in the world, but you're 379 00:15:21,380 --> 00:15:23,720 talking to this just 1 individual. So how 380 00:15:23,720 --> 00:15:25,340 you can power that is making sure that 381 00:15:25,340 --> 00:15:27,320 you structure your data correctly, that 382 00:15:27,320 --> 00:15:29,920 you're collating data, collecting data so 383 00:15:29,920 --> 00:15:31,320 that when someone's on your website, you 384 00:15:31,320 --> 00:15:32,860 understand who they are, have they been 385 00:15:32,860 --> 00:15:35,260 to you before, what data touch points do 386 00:15:35,260 --> 00:15:37,380 you already have? And can you use that 387 00:15:37,380 --> 00:15:39,100 information to understand their behavior, 388 00:15:40,040 --> 00:15:42,040 any information that you have to then 389 00:15:42,040 --> 00:15:44,880 make sure that that conversation is a 390 00:15:44,880 --> 00:15:47,140 continuation of the relationship that you 391 00:15:47,140 --> 00:15:48,620 already have. It might be right at the 392 00:15:48,620 --> 00:15:50,280 start, but it might be someone that is 393 00:15:50,280 --> 00:15:52,060 already a customer. So it's really trying 394 00:15:52,060 --> 00:15:54,460 to join a lot of those dots. And there's 395 00:15:54,460 --> 00:15:56,280 a lot of tools out there that are doing 396 00:15:56,280 --> 00:15:58,440 this. And I'm seeing companies that are 397 00:15:58,440 --> 00:16:01,000 testing this. Some are doing really well, 398 00:16:01,000 --> 00:16:03,080 some aren't doing really well. Some are 399 00:16:03,080 --> 00:16:05,520 not doing very well. Xero has just 400 00:16:05,860 --> 00:16:09,480 introduced Jax, which is an AI assistant 401 00:16:09,480 --> 00:16:12,100 within their accounting tool. And oh my 402 00:16:12,100 --> 00:16:16,020 God, it is bloody awful. They've rolled 403 00:16:16,020 --> 00:16:22,660 it out as a beta and they agree that 404 00:16:22,660 --> 00:16:25,160 they've got it wrong and they're quickly 405 00:16:25,160 --> 00:16:27,800 trying to fix things. But there's an 406 00:16:27,800 --> 00:16:29,760 example of a large company testing it. 407 00:16:29,760 --> 00:16:31,920 And I think that it's the SMEs that need 408 00:16:31,920 --> 00:16:34,620 to be doing the testing and winning 409 00:16:35,700 --> 00:16:38,160 quickly so that you can start converting 410 00:16:38,220 --> 00:16:42,080 customers into, well, shoppers into 411 00:16:42,080 --> 00:16:43,360 customers, should I say. 412 00:16:43,860 --> 00:16:46,500 I think for me, this article is also a 413 00:16:46,500 --> 00:16:49,700 bit of a warning about 2 things. Pay 414 00:16:49,700 --> 00:16:52,560 attention to customer behavior that they 415 00:16:52,560 --> 00:16:54,720 may acquire on larger platform than 416 00:16:54,720 --> 00:16:57,240 yourselves, but also this idea of all of 417 00:16:57,240 --> 00:16:59,380 us as decision makers in our businesses, 418 00:16:59,380 --> 00:17:01,580 particularly with digital. We've learned 419 00:17:01,580 --> 00:17:04,460 to essentially put up a limitation. So 420 00:17:04,860 --> 00:17:06,720 we've almost stopped ourselves being 421 00:17:06,720 --> 00:17:09,180 ambitious because it wasn't possible or 422 00:17:09,180 --> 00:17:11,340 it wasn't particularly good or it was 423 00:17:11,340 --> 00:17:13,140 embarrassing and so on and so forth. And 424 00:17:13,140 --> 00:17:15,560 I think that the biggest challenge for me 425 00:17:15,640 --> 00:17:18,320 with AI and large language models is a 426 00:17:18,320 --> 00:17:20,900 mind-set shift of actually reconnecting 427 00:17:21,140 --> 00:17:23,860 with your imaginations and your ambition 428 00:17:23,900 --> 00:17:26,400 thinking, well, now actually it may be 429 00:17:26,400 --> 00:17:29,700 possible. And therefore can we dust off 430 00:17:29,700 --> 00:17:31,820 maybe the project from 2 years ago and 431 00:17:31,820 --> 00:17:33,740 see what we can do to create that amazing 432 00:17:33,740 --> 00:17:34,680 website experience. 433 00:17:36,300 --> 00:17:38,660 Absolutely. This is about embracing it, 434 00:17:38,660 --> 00:17:40,920 about thinking about it, considering it 435 00:17:40,920 --> 00:17:44,240 and realizing that there is a future that 436 00:17:44,240 --> 00:17:47,260 we need to embrace to really engage that, 437 00:17:47,420 --> 00:17:49,540 especially to engage that newer audience 438 00:17:49,540 --> 00:17:52,540 as well. Let's move on to the website, 439 00:17:53,080 --> 00:17:54,100 Engine Room. 440 00:18:01,080 --> 00:18:02,620 Now in each episode of the Website 441 00:18:02,620 --> 00:18:05,220 Mastery podcast, Joni and I choose 1 app, 442 00:18:05,220 --> 00:18:07,180 1 solution, maybe a piece of kit that can 443 00:18:07,180 --> 00:18:10,860 make life easier as a content creator and 444 00:18:10,860 --> 00:18:11,920 website manager. What is your selection 445 00:18:11,920 --> 00:18:12,660 Joni Ross? 446 00:18:13,520 --> 00:18:15,120 So we're always talking about target 447 00:18:15,120 --> 00:18:17,000 audience. We're talking about personas, 448 00:18:17,300 --> 00:18:18,580 creating that persona to really 449 00:18:18,580 --> 00:18:20,180 understand who your audience is and to 450 00:18:20,180 --> 00:18:22,060 really get onto their level to make sure 451 00:18:22,060 --> 00:18:23,460 that you're talking to their language, to 452 00:18:23,460 --> 00:18:24,380 make sure that you're thinking about 453 00:18:24,380 --> 00:18:28,160 their pain points. Founderpal.ai, as 454 00:18:28,160 --> 00:18:30,880 always, we have all of these links in the 455 00:18:30,880 --> 00:18:34,540 show notes, but this is FounderPal.ai. If 456 00:18:34,540 --> 00:18:37,480 you go to the User Persona Generator, 457 00:18:37,740 --> 00:18:39,960 you'll find it on the homepage or just 458 00:18:39,960 --> 00:18:43,520 Google FounderPal.ai and then User 459 00:18:43,520 --> 00:18:45,860 Persona Generator. Literally describe 460 00:18:45,860 --> 00:18:47,500 your business and your target audience 461 00:18:47,840 --> 00:18:50,260 and get a detailed marketing persona 462 00:18:50,560 --> 00:18:53,300 within about 10 seconds and it's 100% 463 00:18:53,560 --> 00:18:56,600 free. It's a bit crazy. It's using AI 464 00:18:56,600 --> 00:18:59,100 behind the scenes with a huge amount of 465 00:18:59,100 --> 00:19:02,020 data to bring in everything that it 466 00:19:02,200 --> 00:19:04,460 already knows about particular products, 467 00:19:04,460 --> 00:19:06,400 particular services, but also about 468 00:19:06,400 --> 00:19:08,960 particular target audiences. So it 469 00:19:08,960 --> 00:19:12,380 delivers tons of pain points and the 470 00:19:12,380 --> 00:19:13,680 language that you need to be considering 471 00:19:13,680 --> 00:19:16,040 and using. And then you can adapt it as 472 00:19:16,040 --> 00:19:18,340 it goes, but it's really clever. So as a 473 00:19:18,340 --> 00:19:19,780 starting point, if you're trying to 474 00:19:19,780 --> 00:19:21,360 understand your target audience, 475 00:19:21,500 --> 00:19:24,580 foundapal.ai, the user persona generator 476 00:19:24,580 --> 00:19:27,620 is my tip for the website engine room. 477 00:19:28,540 --> 00:19:29,420 That's excellent. And you know, you know, 478 00:19:29,420 --> 00:19:31,580 I've run many, many website master 479 00:19:31,580 --> 00:19:33,580 classes and workshops and the persona 480 00:19:33,580 --> 00:19:35,220 bit, people hate doing it, don't they? 481 00:19:35,220 --> 00:19:36,260 I get it. I have a lot 482 00:19:36,260 --> 00:19:38,900 of sympathy. It's not easy just to even 483 00:19:38,900 --> 00:19:41,840 capture the different target groups you 484 00:19:41,840 --> 00:19:43,540 have in mind and then to come up with 485 00:19:43,540 --> 00:19:46,540 personas. So I'm talking myself into 486 00:19:46,540 --> 00:19:47,780 probably using them for future 487 00:19:47,780 --> 00:19:50,140 masterclasses just to accelerate the 488 00:19:50,140 --> 00:19:51,880 draft, at least getting a draft version 489 00:19:52,020 --> 00:19:54,800 of your personas and avatars. So I've 490 00:19:54,800 --> 00:19:58,840 been reflecting a lot on people staying 491 00:19:58,840 --> 00:20:01,260 on your website longer, just a bit 492 00:20:01,260 --> 00:20:04,540 longer, but not because you find kind of 493 00:20:04,540 --> 00:20:07,040 a tricky, tricksy way to make it happen, 494 00:20:07,040 --> 00:20:09,060 but also because it gives the impression 495 00:20:09,060 --> 00:20:11,100 when they visit your website that you 496 00:20:11,100 --> 00:20:13,460 care about the content and their visit. 497 00:20:13,680 --> 00:20:16,040 And there are spots on your website such 498 00:20:16,040 --> 00:20:18,580 as the contactors page, the FAQ section, 499 00:20:18,580 --> 00:20:20,860 it's on the landing page that you've been 500 00:20:20,860 --> 00:20:23,060 crafting, but can marry it with some 501 00:20:23,200 --> 00:20:25,680 animations. Now animations, I'm talking 502 00:20:25,680 --> 00:20:27,860 about 2D, 3D animation, very, very 503 00:20:27,860 --> 00:20:30,200 simple. It's almost like more iconography 504 00:20:31,060 --> 00:20:33,580 that explains what this page is about, 505 00:20:33,660 --> 00:20:35,200 explain maybe the steps you have to go 506 00:20:35,200 --> 00:20:37,480 through to complete particular actions 507 00:20:37,720 --> 00:20:39,740 and more. So instead of a static image, 508 00:20:39,740 --> 00:20:41,980 you have some animation. And wait and 509 00:20:41,980 --> 00:20:43,620 look, because there is a platform called 510 00:20:43,620 --> 00:20:45,800 Jitter, and they have a series of 511 00:20:45,800 --> 00:20:47,980 templates. They can be used as a talking 512 00:20:47,980 --> 00:20:50,660 point with maybe an agency or maybe with 513 00:20:50,660 --> 00:20:53,300 your video editor, but they also offer 514 00:20:53,300 --> 00:20:55,000 free accounts where you can download 515 00:20:55,000 --> 00:20:56,380 those animations. That could be, for 516 00:20:56,380 --> 00:20:58,820 example, you want someone to complete a 517 00:20:58,820 --> 00:21:00,640 form and you can have an animation to 518 00:21:00,640 --> 00:21:02,320 show how simple it is to complete the 519 00:21:02,320 --> 00:21:04,080 form. You can have an animation to talk 520 00:21:04,080 --> 00:21:06,380 about the upgrade of a recent product. 521 00:21:06,380 --> 00:21:08,040 There's so many things, honestly, this 522 00:21:08,040 --> 00:21:10,260 templates library is so, so extensive. 523 00:21:10,380 --> 00:21:12,180 You're bound to find something that 524 00:21:12,180 --> 00:21:15,120 you'll need. So add animation to create, 525 00:21:15,420 --> 00:21:17,560 again, a bit of stickiness into your 526 00:21:17,560 --> 00:21:19,820 site, but also to show to your visitors 527 00:21:19,920 --> 00:21:21,740 that you care particularly about their 528 00:21:21,740 --> 00:21:23,560 experience and the level of clarity you 529 00:21:23,560 --> 00:21:25,460 want to convey on those particular web 530 00:21:25,460 --> 00:21:25,960 pages. 531 00:21:27,340 --> 00:21:28,520 So I'd not heard of that at all. I've 532 00:21:28,520 --> 00:21:29,840 just been Googling and it looks really 533 00:21:29,840 --> 00:21:31,540 cool. And what a great way to just add 534 00:21:31,540 --> 00:21:33,540 something different to your content in 535 00:21:33,540 --> 00:21:36,180 your website. 2 great tools from the 536 00:21:36,180 --> 00:21:38,440 website engine room. Let's move on to the 537 00:21:38,440 --> 00:21:40,260 website call to action. 538 00:21:47,500 --> 00:21:49,400 I believe we've reached the final segment 539 00:21:49,480 --> 00:21:52,120 of the website Mastery Podcast. This is 540 00:21:52,120 --> 00:21:54,760 about the 1 change or 1 adjustment that 541 00:21:54,760 --> 00:21:56,300 Jonny and I would like to recommend that 542 00:21:56,300 --> 00:21:57,640 you should be making to your website 543 00:21:57,640 --> 00:21:59,600 right now. It's simple, it's practical, 544 00:21:59,680 --> 00:22:01,560 and it makes a huge, huge difference. 545 00:22:01,660 --> 00:22:03,280 Jonny, what is your recommendation? 546 00:22:04,660 --> 00:22:08,060 Testing. So A-B testing specifically to 547 00:22:08,060 --> 00:22:10,520 optimize your website. So creating 548 00:22:10,520 --> 00:22:12,220 different versions of different pages, 549 00:22:12,240 --> 00:22:13,440 whether that be a landing page that 550 00:22:13,440 --> 00:22:15,740 you're using in a meta campaign or a 551 00:22:15,740 --> 00:22:17,560 Google paid campaign, or whether it just 552 00:22:17,560 --> 00:22:20,840 be the homepage for organic users. 553 00:22:20,900 --> 00:22:22,780 There's lots and lots of tools out there. 554 00:22:22,780 --> 00:22:24,720 Some of them, depending on the website 555 00:22:24,720 --> 00:22:26,520 traffic you've got, depends on whether 556 00:22:26,520 --> 00:22:29,020 it's worth spending money or not. But 557 00:22:29,020 --> 00:22:31,420 anything from sort of optimisedly to hot 558 00:22:31,420 --> 00:22:35,280 jar to unbounce, and others include 559 00:22:35,280 --> 00:22:37,960 things like ABTasty and Convert and 560 00:22:37,960 --> 00:22:39,640 Chameleon. There's lots of different 561 00:22:39,640 --> 00:22:42,300 tools. It's worth just having a Google 562 00:22:42,440 --> 00:22:44,700 and looking at the AB testing 563 00:22:44,880 --> 00:22:46,820 optimisation tools that are out there. 564 00:22:46,820 --> 00:22:49,060 But it's a way to really refine the user 565 00:22:49,060 --> 00:22:50,960 experience, the design, the conversion 566 00:22:51,140 --> 00:22:53,140 strategies, trying to understand, you 567 00:22:53,140 --> 00:22:55,180 know, just as simple as should that 568 00:22:55,180 --> 00:22:56,740 button be on the left or the right, 569 00:22:56,740 --> 00:22:59,240 should it be in green or pink? You know, 570 00:22:59,240 --> 00:23:02,560 perhaps trying, just changing a word on a 571 00:23:02,560 --> 00:23:05,160 button, the difference that that can make 572 00:23:05,160 --> 00:23:06,840 in terms of conversion. And if you sort 573 00:23:06,840 --> 00:23:08,700 of go back to the good old days of 574 00:23:08,700 --> 00:23:10,440 accountants telling you, or even in maths 575 00:23:10,440 --> 00:23:12,780 lessons, change a little bit here, a 576 00:23:12,780 --> 00:23:15,560 little bit here, a little bit here, 0.1% 577 00:23:15,720 --> 00:23:18,480 here, 0.1% here, and all of a sudden, 30% 578 00:23:18,780 --> 00:23:21,100 increase on profit. Well, that's the same 579 00:23:21,100 --> 00:23:22,860 thing in conversion optimization. If you 580 00:23:22,860 --> 00:23:25,080 can make a little tweak in 10 different 581 00:23:25,080 --> 00:23:26,720 places and just increase those 582 00:23:26,720 --> 00:23:29,840 percentages, even a small amount, the 583 00:23:29,840 --> 00:23:32,400 overall impact is huge. So don't forget 584 00:23:32,420 --> 00:23:34,780 about testing and about doing some A-B 585 00:23:34,780 --> 00:23:37,340 testing on website landing pages 586 00:23:37,340 --> 00:23:39,040 especially. That will be my call to 587 00:23:39,040 --> 00:23:40,660 action for this episode. 588 00:23:41,680 --> 00:23:42,720 Thank you. And you know, very much like 589 00:23:42,720 --> 00:23:44,540 the reaction to the persona creation, 590 00:23:44,540 --> 00:23:46,040 this is the 1 that always gets people 591 00:23:46,040 --> 00:23:48,380 twitching thinking, well, it sounds hard 592 00:23:48,680 --> 00:23:51,300 or what will I know? Will I even 593 00:23:51,300 --> 00:23:53,300 understand the results of the A-B testing 594 00:23:53,300 --> 00:23:55,740 and happily things are removed on them to 595 00:23:55,740 --> 00:23:58,180 the platform you can use. But also if 596 00:23:58,180 --> 00:24:00,100 this is something that is new to you, 597 00:24:00,100 --> 00:24:02,220 you're still uncertain. I would recommend 598 00:24:02,220 --> 00:24:04,060 that you literally go on an AI platform 599 00:24:04,060 --> 00:24:06,660 like ChatGP, GM&I, and the others, and 600 00:24:06,660 --> 00:24:08,900 just do a bit of studying. Just ask some 601 00:24:08,900 --> 00:24:11,020 simple questions. This is my sector. This 602 00:24:11,020 --> 00:24:12,900 is the audience. I'm thinking about A-B 603 00:24:12,900 --> 00:24:15,100 testing for optimization. What do you 604 00:24:15,100 --> 00:24:16,560 think? And have that conversation that 605 00:24:16,560 --> 00:24:18,840 exchange with the assistant is going to 606 00:24:18,840 --> 00:24:20,440 clarify things for you and you can 607 00:24:20,440 --> 00:24:23,360 discover it's not as difficult as it 608 00:24:23,360 --> 00:24:25,160 sounds. And sometimes, you know, I would 609 00:24:25,160 --> 00:24:27,580 agree that the language of our industry 610 00:24:27,640 --> 00:24:29,600 in general is not particularly helpful. 611 00:24:29,880 --> 00:24:35,020 For sure. Absolutely. Yeah, What's yours 612 00:24:35,020 --> 00:24:35,680 this week? 613 00:24:35,780 --> 00:24:37,960 Yeah, thank you very much. We're just 614 00:24:37,960 --> 00:24:39,640 about to complete yet another quarter of 615 00:24:39,640 --> 00:24:42,880 the year. Time just flies. And therefore, 616 00:24:42,980 --> 00:24:45,160 logically, we should be thinking all of 617 00:24:45,160 --> 00:24:47,420 us in the next quarter. With that in 618 00:24:47,420 --> 00:24:49,580 mind, my culture actions for you want to 619 00:24:49,580 --> 00:24:51,480 review their best performing web pages 620 00:24:51,740 --> 00:24:53,780 for this time last year, as in the next 621 00:24:53,780 --> 00:24:56,680 quarter that's coming, what happened in 622 00:24:56,680 --> 00:24:58,780 the previous year. And what you'll see 623 00:24:58,780 --> 00:25:00,700 through audience behavior, there will be 624 00:25:00,700 --> 00:25:04,620 some pages and some behavior that is very 625 00:25:04,620 --> 00:25:06,420 seasonal. And it could have been linked 626 00:25:06,420 --> 00:25:08,500 to a sales push in particular, or it 627 00:25:08,500 --> 00:25:10,660 would just be logically because of the 628 00:25:10,660 --> 00:25:12,600 time of year, this makes sense for people 629 00:25:12,600 --> 00:25:14,900 to be interested in this type of content. 630 00:25:15,040 --> 00:25:16,640 So you're going to end up with a list of 631 00:25:16,640 --> 00:25:19,040 your best performing pages. I want you to 632 00:25:19,040 --> 00:25:21,440 then put together a bit of an action plan 633 00:25:21,440 --> 00:25:23,480 in terms of on-page optimization. And 634 00:25:23,480 --> 00:25:26,000 this is, and again, we don't always have 635 00:25:26,000 --> 00:25:28,360 time to talk to each other. This is just 636 00:25:28,380 --> 00:25:30,000 happy coincidence that this is where the 637 00:25:30,000 --> 00:25:33,000 A-B testing could come into play. You 638 00:25:33,000 --> 00:25:35,280 know, you can have the existing pages and 639 00:25:35,280 --> 00:25:37,380 then the new 1, what is the added. But 640 00:25:37,380 --> 00:25:39,160 on-page optimizations, I mean, I've 641 00:25:39,160 --> 00:25:41,280 covered extensively on the show, so 642 00:25:41,280 --> 00:25:42,700 everyone just go through some previous 643 00:25:42,700 --> 00:25:44,400 episodes and find our recommendations. 644 00:25:44,760 --> 00:25:46,820 You could be tweaking, you know, your 645 00:25:46,820 --> 00:25:48,420 headlines, you could be tweaking the 646 00:25:48,420 --> 00:25:50,340 photography. And I think also for me, 647 00:25:50,340 --> 00:25:52,860 joining this side of if you're likely to 648 00:25:52,860 --> 00:25:55,340 have returning visitors because of the 649 00:25:55,340 --> 00:25:57,860 time of year, there's nothing more 650 00:25:57,860 --> 00:26:00,460 off-putting for a visitor kind of go, Oh, 651 00:26:00,460 --> 00:26:01,820 it's the same as last year. They've not 652 00:26:01,820 --> 00:26:03,260 even changed the photography. They've not 653 00:26:03,260 --> 00:26:04,780 changed the case studies. They've not 654 00:26:04,780 --> 00:26:06,900 changed the culture action. It's the same 655 00:26:07,240 --> 00:26:09,440 thing because it gives the impression, 656 00:26:09,740 --> 00:26:11,980 perhaps wrongly, that you just don't take 657 00:26:11,980 --> 00:26:13,780 care of the website and that extension, 658 00:26:13,840 --> 00:26:16,140 people make the very wrong and harsh 659 00:26:16,140 --> 00:26:17,900 conclusion that you don't have a 660 00:26:17,900 --> 00:26:19,280 particularly good approach to customer 661 00:26:19,280 --> 00:26:22,300 care either. So that's my culture action. 662 00:26:22,580 --> 00:26:25,140 We are kind of about to wrap up a quarter 663 00:26:25,160 --> 00:26:26,880 yet again, and we've got a new 1 coming 664 00:26:26,880 --> 00:26:29,480 up. Let's make this website content ready 665 00:26:29,480 --> 00:26:29,980 early. 666 00:26:30,720 --> 00:26:33,100 I like it. I like it. Another great 667 00:26:33,100 --> 00:26:36,660 episode, we focused on website, mobile 668 00:26:37,680 --> 00:26:39,400 friendly websites. I think that the 669 00:26:39,400 --> 00:26:41,080 message here is stop looking at your 670 00:26:41,080 --> 00:26:44,160 website on desktop. Start looking at your 671 00:26:44,160 --> 00:26:45,660 website on mobile and Start looking at 672 00:26:45,660 --> 00:26:47,780 your competitor's website on mobile. And 673 00:26:47,780 --> 00:26:49,460 if you're buying or building a new 674 00:26:49,460 --> 00:26:52,460 website, look at mobile first. Stop 675 00:26:52,460 --> 00:26:54,380 looking at desktop designs, look at 676 00:26:54,380 --> 00:26:56,540 mobile designs, and think about making 677 00:26:56,540 --> 00:26:59,460 space and call to actions. We've talked 678 00:26:59,460 --> 00:27:01,740 about AI powered commerce search. It's 679 00:27:01,740 --> 00:27:03,560 here, and it's only going to get bigger 680 00:27:03,560 --> 00:27:06,280 and bigger and customers, clients, 681 00:27:06,360 --> 00:27:08,560 potential clients are going to be using 682 00:27:08,560 --> 00:27:11,520 far less words to try and find your 683 00:27:11,520 --> 00:27:14,120 services and products. How are you going 684 00:27:14,120 --> 00:27:16,720 to ensure that you capture them and that 685 00:27:16,720 --> 00:27:18,880 you convert those people. And 1 of the 686 00:27:18,880 --> 00:27:20,500 ways to do that is to start embracing it 687 00:27:20,500 --> 00:27:22,500 yourself to really understand how it all 688 00:27:22,500 --> 00:27:24,200 works. We've had some great call to 689 00:27:24,200 --> 00:27:27,340 actions, great tips on the engine room. 690 00:27:27,700 --> 00:27:28,860 Enjoyed yourself, Pascal? 691 00:27:29,700 --> 00:27:32,500 Always, And I keep saying it, but it is 692 00:27:32,500 --> 00:27:35,140 true. When you and I started the show, we 693 00:27:35,140 --> 00:27:37,260 went, well, it may reach a point where 694 00:27:37,260 --> 00:27:39,060 we've covered everything there is to say 695 00:27:39,060 --> 00:27:41,020 about running a website, feeling proud of 696 00:27:41,020 --> 00:27:43,020 your website, looking after your 697 00:27:43,020 --> 00:27:44,540 customers and making this web plan an 698 00:27:44,540 --> 00:27:48,220 extension of your kind of approach to 699 00:27:48,220 --> 00:27:50,520 customer service and beyond. And here we 700 00:27:50,520 --> 00:27:52,480 are, we keep finding new ways, but also 701 00:27:52,480 --> 00:27:54,660 you, our audience, keep sending us 702 00:27:54,660 --> 00:27:56,280 questions and suggestions. So I don't 703 00:27:56,280 --> 00:27:57,440 know about you, but we're gonna keep 704 00:27:57,440 --> 00:27:57,940 going. 705 00:27:58,520 --> 00:28:00,320 And please keep sending us those 706 00:28:00,320 --> 00:28:02,880 questions. And thank you if you're on the 707 00:28:02,880 --> 00:28:04,900 replay watching this as a catch up. We 708 00:28:04,900 --> 00:28:06,440 really appreciate it. We absolutely 709 00:28:06,660 --> 00:28:09,260 appreciate it. And so much so if you 710 00:28:09,280 --> 00:28:10,940 enjoyed it, if you found it helpful, 711 00:28:10,960 --> 00:28:13,300 leave a review on Apple podcasts. That's 712 00:28:13,300 --> 00:28:15,520 a wrap for episode 32 of the Ninth State 713 00:28:15,520 --> 00:28:17,160 Website Mastery podcast, your audio 714 00:28:17,160 --> 00:28:19,320 companion to the 90 Day Website Mastery 715 00:28:19,320 --> 00:28:21,400 program. Listen, there's tons of more 716 00:28:21,400 --> 00:28:23,400 information and lots of tools and 717 00:28:23,400 --> 00:28:25,600 resources that we have put together. All 718 00:28:25,600 --> 00:28:27,760 of the content from all of our episodes 719 00:28:28,440 --> 00:28:30,460 turns into a tool or a resource on 720 00:28:30,460 --> 00:28:33,260 90daymarketingmastery.com. You can also 721 00:28:33,260 --> 00:28:35,220 book a discovery call with either myself 722 00:28:35,220 --> 00:28:37,420 or Pascal. It's goodbye for now. We'll 723 00:28:37,420 --> 00:28:38,860 leave you with a fun video and audio 724 00:28:38,860 --> 00:28:40,840 montage to enjoy whilst you review your 725 00:28:40,840 --> 00:28:43,420 notes and action steps. And we will look 726 00:28:43,420 --> 00:28:45,180 forward to seeing you again soon. Take 727 00:28:45,180 --> 00:30:00,340 care, enjoy the rest of your day. I'm 728 00:30:00,340 --> 00:30:08,890 out! I'm out! I'm out! I'm out! I'm out!