#112 Is Your Website Really Mobile-Friendly? Plus, AI Commerce Search & Essential Website Tools

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Hello, welcome. This is the 90 Day

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Website Mastery podcast, the perfect

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companion to our 90 Day Website Mastery

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program. It's episode 32. We're excited

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to bring you even more valuable insights

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and practical advice to help you enhance

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your website's performance, join us as we

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explore strategies to make your website

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work harder for you, reigniting your

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pride into your online presence. I'm here

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with my co-host Pascal. Fin, Tony, you

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okay, Pascal?

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Very well, Thank you very much. Now, this

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is a short form, fast paced bit of

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content trying to make 2 things really,

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bringing clarity when it comes to running

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a website and enjoying it. A bit more

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important to making sure that in the

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process, you feel proud of your website

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again.

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Yeah, that is the most important thing.

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We've done many, many training courses

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and the key thing we always hear is that

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pang when someone says, what's your

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website address? And it's sort of like

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that pang in your stomach that you don't

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feel proud. And we want you to feel proud

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of your website. That's what this is all

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about. In each episode, we have 4

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segments. We have the you ask, we answer.

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We have the website stories. We have a

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website engine room where we give an app

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or a piece of software or a piece of kit

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that me or Pascal have seen that's gonna

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help you as a website manager make your

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life easier. And of course, we always

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finish with the website call to action

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because every piece of content should

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have a website call to action. And we'll

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come onto that right at the end. So

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Without further ado, let's start with you

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ask, we answer our first segment.

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This is fascinating and I'm very

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surprised we've not had that question

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before when you think about it and how

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long now we'd be running the podcast from

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the website mastery. Now this is a bit of

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a combination because you have the

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question at an event, I had the same

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questions more or less during a master

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class. So here it goes. What does it mean

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for my website to be mobile form

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friendly? Surely this is done

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automatically nowadays or am I supposed

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to do something else to make it happen?

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And I have some sympathy because I will

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explain later on why I believe the term

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mobile-friendly or mobile-phone-friendly

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is perhaps not particularly obvious to

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all. What does it mean? And I think

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particularly when you go online, Johnny,

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and look for information, and you can all

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Google, find the Google guidelines for

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mobile phone friendly, it feels like it's

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just very superficial, it's kind of

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things that everybody knows, but is there

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something else people should be thinking

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about when it comes to mobile phone

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users? What say you, Johnny Ross?

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Yeah, well the difficult thing and you

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know, part of that question is, you know,

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that that person saying surely this is

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done automatically nowadays. And you

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would think that, wouldn't you? You would

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assume that. In fact, there's so many

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assumptions that are made when you're

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buying a website from an agency or a web

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developer. There's so many assumptions

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that are made from it's going to work on

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mobile to it's going to rank at the top

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of Google. Of course, that's not the case

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and we're not in a regulated market. You

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need to make sure that your website brief

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is very thorough and you need to make

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sure that you're challenging whoever

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you're buying a website from, or perhaps

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if you're building it yourself, you need

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to challenge the tool that you're using.

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So unfortunately, a lot of websites

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aren't automatically ready for mobile.

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And really what we should be talking

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about here is mobile first. So when we're

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designing a website, we should have

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mobile first in mind. The problem with

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that, and I deal with this on a daily

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basis, we build WordPress websites all

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the time. And 1 of the issues that I

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always find is that We're all in a

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desktop environment when we're having

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conversations in terms of business to

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business conversation. When we're

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brainstorming on what the website is

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going to be like, when we're looking at

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other websites, when we're showing some

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designs, when we're on Teams, on Zoom, on

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Google Meet, we're all on a desktop. But

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in reality, in most industries and

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sectors, over 50% of people are using

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mobile. So the biggest thing is getting

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your head around that you need to make

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sure you're always talking about websites

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on mobile. So that's about using an

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emulator on your computer to be always

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looking at mobile versions of websites.

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But yeah, going back to the crux of this

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question, it's not automatic and you

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absolutely need to consider it As first,

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what is this website going to look like

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on mobile? Nevermind desktop. That's what

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I think.

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And I think for me, the idea being,

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whether you work with a designer or

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you're doing it yourself, you have to get

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into the habit of the schematics on both

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the vertical screens and the laptop

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screen. Because you're right, most of our

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blogging is done on the laptop. I would

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imagine that's more convenient. That

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takes me back even into my passion by

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video and filmmaking. Most video editing

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is done on a large screen because we want

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to see stuff. And the amount of

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conversation I've had with other video

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editors say, people won't be able to see

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that on mobile phone, the caption is too

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small, or you need to move in closer to

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the products or to the scene because on

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the mobile phone screen, it's not gonna

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be as obvious. And the other challenge

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that I've got then, so you could do all

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that. You could sketch it, you could use

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different online platforms, many of them

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mentioned on the show, and get an

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impression what it's gonna be like on

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mobile. But the advice out there, and if

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you Google it, you'll know, is very much

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centered on the technology, the tech, you

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know, the behind the scenes stuff. And I

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think that a much better and more helpful

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expression should be that the website is

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mobile phone user friendly. Because I

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think all too often the visitor is

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somehow implicit, but I actually wanna

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make it explicit. Because then you move

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into decision, for example, photography.

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So photography on a laptop screen, you

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can see a lot more details than you would

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on the small screen. So again, can you

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move in a bit closer? Text, you've got to

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break it down more. You have to create

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more line breaks. You have to create more

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sub headers and many conversations we've

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had before. So for me, the question

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should be, what does it mean for my

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website to be mobile phone user-friendly

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and once you move into for the platform

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that the people you have used that

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expression before, literally logic and

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just good customer care comes into play

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and then you're going to start to rethink

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the navigation, the structure, the

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content itself. And for example, when my

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customers do take part in the blogging

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masterclass, they work on a laptop and it

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looks very neat. As soon as you look on a

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mobile phone, you're faced with a massive

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column of words without any breaks and

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not even visual kind of stimuli. So it

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makes sure we think everything

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completely, but it has to be friendly to

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the user, not the mobile phone that makes

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any sense. Will

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Barron Yeah, absolutely. And so I think

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it's about creating lots of space. It's

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about making it really easy for fingers

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and thumbs to be able to get to a call to

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action, to be able to see the call to

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action and to really, like I was saying a

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minute ago that Some of the clients I

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work with, I'm working on behalf of them,

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employing another agency to come in and

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still to this day, other agencies are

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showing them on desktop first and you

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know, it looks great and yes, let's go

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with that. And then they look at it on

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mobile and it's like bloody awful. And

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it's, And there's just not been any

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thought on, as Pascal's just said, the

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usability side of things. So yeah, I

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think lots of creating space, creating

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buttons that are big enough, creating

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sticky content so that perhaps when you

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are scrolling and there's lots of text,

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there's still call to actions available.

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And I'm thinking about how you can break

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that content up in a much shorter fashion

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because you're on a mobile device. So,

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yeah, come on.

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And for me, just finally, because I know

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time is against us, it is, This is a

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short form, fast paced bit of content out

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there. The 1 thing that is helpful when

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you go mobile first in your deliberation

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is to remember, I know it sounds silly,

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that this is about touching the screen

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and interacting with the screen as

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opposed to using your mouse to click on

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the number of items on the webpage that's

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organised from left to right. So I think

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for me as well, we're having a

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conversation about the touchscreen,

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you're opening up possibilities in terms

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of the user interaction experience, which

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I think you would not think of

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immediately if you start with a laptop

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version of visiting your website.

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Yeah, and that makes you think about

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forms and making them easy to fill out on

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a mobile phone because you're not using

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the traditional keyboard, the traditional

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size of the space of the form. So yeah,

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those are really good things to think

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about. Listen, if you're watching or

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listening right now, thank you so much

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for joining us. We really enjoy doing

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this short form content and keep asking

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us questions, keep sending us anything

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you think about in terms of on social

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media, so please do. But for now, we're

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going to move to our next segment, which

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is website stories.

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In this segment of the show, John and I

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review and react to an article, an

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infographic, a podcast, anything that can

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make life easier and help us reflect what

Speaker: 00:09:39

it means to be a website manager in

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today's economy. I've chosen an article,

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Johnny, for today, which I think has a

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foot both in the past and the future.

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This was written by Ben Davis, who is the

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Insights Editor at eConsultancy.com. So

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Ben Davis is almost like the kind of

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investigator looking at the impact on the

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progress, maybe digital, but also user

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experience. And e-consultancy is my go-to

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destination for trends, insights reports,

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but also a great educational platform.

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And the article written by Ben is kind of

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interesting because whilst it is

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addressing, I suppose, the kind of

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deliberations that online retailers may

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have now, I think it's valid for all

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sectors and all audiences. So the title

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is as follows, what exactly is AI-Avid

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Commerce search and what does it mean for

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retailers? And I would really encourage

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people to seek out the article. We've got

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the hyperlink in the show notes because

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it does a very, very good job to reflect

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on our experience as people of the search

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function, both in terms of websites,

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could be small independent retailers,

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larger brands, like Amazon and Walmart,

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but also the search engines. And I think

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you and I can reflect on the last 30

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years to agree that by and large search

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is not always particularly effective, is

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not always successful, and what we've had

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to do all of this is almost learn the

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kind of idiosyncrasies and some of the

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quirks of the search function to try and

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make it work for us. And some of us could

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actually be very, very proud of our

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search skills and we can second guess

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actually how bad it is to essentially get

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a better result. But everything's changed

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now because of the advance of AI, but

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particularly the large language models

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where you move into a situation where you

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no longer have to second guess what 3, 4

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to 5 words you have to put in. You can

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have a full-on conversation with a

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chatbot, sometimes called agent, and make

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your search feel more like you're being

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assisted by a personal assistant of

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sorts. And that is creating a new way of

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thinking on Google, but other platforms.

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And we may come across a term that then

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is indicating called conversational

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commerce or conversational search. And

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this is essentially a reflection at this

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moment in time about the impact on all of

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us and all our websites. We will see the

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rollout of those kind of advanced way of

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searching on larger brand websites

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because they could afford to make all the

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mistakes and improve upon it. But 1 thing

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that I've noticed over the years, Johnny,

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and only if you agree, is that the

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behavior that people essentially first

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get a go at on platform like Amazon,

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Google and more, then becomes a norm and

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is unexpected on other platforms such as

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your website. So, listen, Ben does an

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amazing job to reflect back and look

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forward. But I sense that in his article,

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he's suggesting that, by and large, we're

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still, the effort is a bit timid, a bit

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limited, we should be a lot more

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ambitious about what those AI solutions

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can provide for us. But ultimately, what

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he's saying is that we're gonna be in a

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position to assist the shopper and indeed

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to be the decision maker in more advanced

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and sophisticated way. And that would

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feel more like having conversation with

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an individual than ever before. And is

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that not actually the ultimate aim of a

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website to be a mirror of what it's gonna

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feel like in the near future to deal with

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the very people behind the business? So

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for that reason, I chose the article.

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People can read it for themselves. And a

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couple of things to mention before I get

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your reaction is this idea of, let's not

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forget that 1 of the things that AI can

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offer beyond the current search function,

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it was called multi models. Also using

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voice, using images, as we can drag and

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drop. Something that has been tested by

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Google called Shop with Google AI, where

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literally you can generate some images of

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what you're looking for, and then

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Google's gonna go away and search it for

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you and create other matches. So I think

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it's going to get very, very interesting,

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but we as website managers need to keep

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an eye on the near future and start to

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plan for those adjustments.

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Yeah, I think for me the key message here

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is we need to step out of our comfort

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zones and start trying these things.

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Because as small businesses, you've got

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the ability to be able to adapt very

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quickly, to be able to test and try. My

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advice would be to start embracing a lot

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of the things that are out there. And

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especially what we're talking about

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today, which is that AI chatbot in terms

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of commerce, in terms of giving that

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experience. I think you said it really

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well, Pascal, giving that experience in

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terms of if you walked into a business

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premises, if you walked into a retail

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premises and you had that first initial

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conversation, that's what we're trying to

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create as a website. That's how you

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should be thinking that your website is

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trying to achieve. So how would you know

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if you were talking in that first moment,

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one-to-one, how would you talk? And

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that's going back to real basics of using

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the word you and your within the content

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and really making it very clear that

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you're talking to the individual and

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thinking about just, you know, not trying

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to think mass market and you're talking

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to everyone in the world, but you're

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talking to this just 1 individual. So how

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you can power that is making sure that

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you structure your data correctly, that

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you're collating data, collecting data so

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that when someone's on your website, you

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understand who they are, have they been

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to you before, what data touch points do

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you already have? And can you use that

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information to understand their behavior,

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any information that you have to then

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make sure that that conversation is a

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continuation of the relationship that you

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already have. It might be right at the

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start, but it might be someone that is

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already a customer. So it's really trying

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to join a lot of those dots. And there's

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a lot of tools out there that are doing

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this. And I'm seeing companies that are

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testing this. Some are doing really well,

Speaker: 00:16:01

some aren't doing really well. Some are

Speaker: 00:16:03

not doing very well. Xero has just

Speaker: 00:16:05

introduced Jax, which is an AI assistant

Speaker: 00:16:09

within their accounting tool. And oh my

Speaker: 00:16:12

God, it is bloody awful. They've rolled

Speaker: 00:16:16

it out as a beta and they agree that

Speaker: 00:16:22

they've got it wrong and they're quickly

Speaker: 00:16:25

trying to fix things. But there's an

Speaker: 00:16:27

example of a large company testing it.

Speaker: 00:16:29

And I think that it's the SMEs that need

Speaker: 00:16:31

to be doing the testing and winning

Speaker: 00:16:35

quickly so that you can start converting

Speaker: 00:16:38

customers into, well, shoppers into

Speaker: 00:16:42

customers, should I say.

Speaker: 00:16:43

I think for me, this article is also a

Speaker: 00:16:46

bit of a warning about 2 things. Pay

Speaker: 00:16:49

attention to customer behavior that they

Speaker: 00:16:52

may acquire on larger platform than

Speaker: 00:16:54

yourselves, but also this idea of all of

Speaker: 00:16:57

us as decision makers in our businesses,

Speaker: 00:16:59

particularly with digital. We've learned

Speaker: 00:17:01

to essentially put up a limitation. So

Speaker: 00:17:04

we've almost stopped ourselves being

Speaker: 00:17:06

ambitious because it wasn't possible or

Speaker: 00:17:09

it wasn't particularly good or it was

Speaker: 00:17:11

embarrassing and so on and so forth. And

Speaker: 00:17:13

I think that the biggest challenge for me

Speaker: 00:17:15

with AI and large language models is a

Speaker: 00:17:18

mind-set shift of actually reconnecting

Speaker: 00:17:21

with your imaginations and your ambition

Speaker: 00:17:23

thinking, well, now actually it may be

Speaker: 00:17:26

possible. And therefore can we dust off

Speaker: 00:17:29

maybe the project from 2 years ago and

Speaker: 00:17:31

see what we can do to create that amazing

Speaker: 00:17:33

website experience.

Speaker: 00:17:36

Absolutely. This is about embracing it,

Speaker: 00:17:38

about thinking about it, considering it

Speaker: 00:17:40

and realizing that there is a future that

Speaker: 00:17:44

we need to embrace to really engage that,

Speaker: 00:17:47

especially to engage that newer audience

Speaker: 00:17:49

as well. Let's move on to the website,

Speaker: 00:17:53

Engine Room.

Speaker: 00:18:01

Now in each episode of the Website

Speaker: 00:18:02

Mastery podcast, Joni and I choose 1 app,

Speaker: 00:18:05

1 solution, maybe a piece of kit that can

Speaker: 00:18:07

make life easier as a content creator and

Speaker: 00:18:10

website manager. What is your selection

Speaker: 00:18:11

Joni Ross?

Speaker: 00:18:13

So we're always talking about target

Speaker: 00:18:15

audience. We're talking about personas,

Speaker: 00:18:17

creating that persona to really

Speaker: 00:18:18

understand who your audience is and to

Speaker: 00:18:20

really get onto their level to make sure

Speaker: 00:18:22

that you're talking to their language, to

Speaker: 00:18:23

make sure that you're thinking about

Speaker: 00:18:24

their pain points. Founderpal.ai, as

Speaker: 00:18:28

always, we have all of these links in the

Speaker: 00:18:30

show notes, but this is FounderPal.ai. If

Speaker: 00:18:34

you go to the User Persona Generator,

Speaker: 00:18:37

you'll find it on the homepage or just

Speaker: 00:18:39

Google FounderPal.ai and then User

Speaker: 00:18:43

Persona Generator. Literally describe

Speaker: 00:18:45

your business and your target audience

Speaker: 00:18:47

and get a detailed marketing persona

Speaker: 00:18:50

within about 10 seconds and it's 100%

Speaker: 00:18:53

free. It's a bit crazy. It's using AI

Speaker: 00:18:56

behind the scenes with a huge amount of

Speaker: 00:18:59

data to bring in everything that it

Speaker: 00:19:02

already knows about particular products,

Speaker: 00:19:04

particular services, but also about

Speaker: 00:19:06

particular target audiences. So it

Speaker: 00:19:08

delivers tons of pain points and the

Speaker: 00:19:12

language that you need to be considering

Speaker: 00:19:13

and using. And then you can adapt it as

Speaker: 00:19:16

it goes, but it's really clever. So as a

Speaker: 00:19:18

starting point, if you're trying to

Speaker: 00:19:19

understand your target audience,

Speaker: 00:19:21

foundapal.ai, the user persona generator

Speaker: 00:19:24

is my tip for the website engine room.

Speaker: 00:19:28

That's excellent. And you know, you know,

Speaker: 00:19:29

I've run many, many website master

Speaker: 00:19:31

classes and workshops and the persona

Speaker: 00:19:33

bit, people hate doing it, don't they?

Speaker: 00:19:35

I get it. I have a lot

Speaker: 00:19:36

of sympathy. It's not easy just to even

Speaker: 00:19:38

capture the different target groups you

Speaker: 00:19:41

have in mind and then to come up with

Speaker: 00:19:43

personas. So I'm talking myself into

Speaker: 00:19:46

probably using them for future

Speaker: 00:19:47

masterclasses just to accelerate the

Speaker: 00:19:50

draft, at least getting a draft version

Speaker: 00:19:52

of your personas and avatars. So I've

Speaker: 00:19:54

been reflecting a lot on people staying

Speaker: 00:19:58

on your website longer, just a bit

Speaker: 00:20:01

longer, but not because you find kind of

Speaker: 00:20:04

a tricky, tricksy way to make it happen,

Speaker: 00:20:07

but also because it gives the impression

Speaker: 00:20:09

when they visit your website that you

Speaker: 00:20:11

care about the content and their visit.

Speaker: 00:20:13

And there are spots on your website such

Speaker: 00:20:16

as the contactors page, the FAQ section,

Speaker: 00:20:18

it's on the landing page that you've been

Speaker: 00:20:20

crafting, but can marry it with some

Speaker: 00:20:23

animations. Now animations, I'm talking

Speaker: 00:20:25

about 2D, 3D animation, very, very

Speaker: 00:20:27

simple. It's almost like more iconography

Speaker: 00:20:31

that explains what this page is about,

Speaker: 00:20:33

explain maybe the steps you have to go

Speaker: 00:20:35

through to complete particular actions

Speaker: 00:20:37

and more. So instead of a static image,

Speaker: 00:20:39

you have some animation. And wait and

Speaker: 00:20:41

look, because there is a platform called

Speaker: 00:20:43

Jitter, and they have a series of

Speaker: 00:20:45

templates. They can be used as a talking

Speaker: 00:20:47

point with maybe an agency or maybe with

Speaker: 00:20:50

your video editor, but they also offer

Speaker: 00:20:53

free accounts where you can download

Speaker: 00:20:55

those animations. That could be, for

Speaker: 00:20:56

example, you want someone to complete a

Speaker: 00:20:58

form and you can have an animation to

Speaker: 00:21:00

show how simple it is to complete the

Speaker: 00:21:02

form. You can have an animation to talk

Speaker: 00:21:04

about the upgrade of a recent product.

Speaker: 00:21:06

There's so many things, honestly, this

Speaker: 00:21:08

templates library is so, so extensive.

Speaker: 00:21:10

You're bound to find something that

Speaker: 00:21:12

you'll need. So add animation to create,

Speaker: 00:21:15

again, a bit of stickiness into your

Speaker: 00:21:17

site, but also to show to your visitors

Speaker: 00:21:19

that you care particularly about their

Speaker: 00:21:21

experience and the level of clarity you

Speaker: 00:21:23

want to convey on those particular web

Speaker: 00:21:25

pages.

Speaker: 00:21:27

So I'd not heard of that at all. I've

Speaker: 00:21:28

just been Googling and it looks really

Speaker: 00:21:29

cool. And what a great way to just add

Speaker: 00:21:31

something different to your content in

Speaker: 00:21:33

your website. 2 great tools from the

Speaker: 00:21:36

website engine room. Let's move on to the

Speaker: 00:21:38

website call to action.

Speaker: 00:21:47

I believe we've reached the final segment

Speaker: 00:21:49

of the website Mastery Podcast. This is

Speaker: 00:21:52

about the 1 change or 1 adjustment that

Speaker: 00:21:54

Jonny and I would like to recommend that

Speaker: 00:21:56

you should be making to your website

Speaker: 00:21:57

right now. It's simple, it's practical,

Speaker: 00:21:59

and it makes a huge, huge difference.

Speaker: 00:22:01

Jonny, what is your recommendation?

Speaker: 00:22:04

Testing. So A-B testing specifically to

Speaker: 00:22:08

optimize your website. So creating

Speaker: 00:22:10

different versions of different pages,

Speaker: 00:22:12

whether that be a landing page that

Speaker: 00:22:13

you're using in a meta campaign or a

Speaker: 00:22:15

Google paid campaign, or whether it just

Speaker: 00:22:17

be the homepage for organic users.

Speaker: 00:22:20

There's lots and lots of tools out there.

Speaker: 00:22:22

Some of them, depending on the website

Speaker: 00:22:24

traffic you've got, depends on whether

Speaker: 00:22:26

it's worth spending money or not. But

Speaker: 00:22:29

anything from sort of optimisedly to hot

Speaker: 00:22:31

jar to unbounce, and others include

Speaker: 00:22:35

things like ABTasty and Convert and

Speaker: 00:22:37

Chameleon. There's lots of different

Speaker: 00:22:39

tools. It's worth just having a Google

Speaker: 00:22:42

and looking at the AB testing

Speaker: 00:22:44

optimisation tools that are out there.

Speaker: 00:22:46

But it's a way to really refine the user

Speaker: 00:22:49

experience, the design, the conversion

Speaker: 00:22:51

strategies, trying to understand, you

Speaker: 00:22:53

know, just as simple as should that

Speaker: 00:22:55

button be on the left or the right,

Speaker: 00:22:56

should it be in green or pink? You know,

Speaker: 00:22:59

perhaps trying, just changing a word on a

Speaker: 00:23:02

button, the difference that that can make

Speaker: 00:23:05

in terms of conversion. And if you sort

Speaker: 00:23:06

of go back to the good old days of

Speaker: 00:23:08

accountants telling you, or even in maths

Speaker: 00:23:10

lessons, change a little bit here, a

Speaker: 00:23:12

little bit here, a little bit here, 0.1%

Speaker: 00:23:15

here, 0.1% here, and all of a sudden, 30%

Speaker: 00:23:18

increase on profit. Well, that's the same

Speaker: 00:23:21

thing in conversion optimization. If you

Speaker: 00:23:22

can make a little tweak in 10 different

Speaker: 00:23:25

places and just increase those

Speaker: 00:23:26

percentages, even a small amount, the

Speaker: 00:23:29

overall impact is huge. So don't forget

Speaker: 00:23:32

about testing and about doing some A-B

Speaker: 00:23:34

testing on website landing pages

Speaker: 00:23:37

especially. That will be my call to

Speaker: 00:23:39

action for this episode.

Speaker: 00:23:41

Thank you. And you know, very much like

Speaker: 00:23:42

the reaction to the persona creation,

Speaker: 00:23:44

this is the 1 that always gets people

Speaker: 00:23:46

twitching thinking, well, it sounds hard

Speaker: 00:23:48

or what will I know? Will I even

Speaker: 00:23:51

understand the results of the A-B testing

Speaker: 00:23:53

and happily things are removed on them to

Speaker: 00:23:55

the platform you can use. But also if

Speaker: 00:23:58

this is something that is new to you,

Speaker: 00:24:00

you're still uncertain. I would recommend

Speaker: 00:24:02

that you literally go on an AI platform

Speaker: 00:24:04

like ChatGP, GM&I, and the others, and

Speaker: 00:24:06

just do a bit of studying. Just ask some

Speaker: 00:24:08

simple questions. This is my sector. This

Speaker: 00:24:11

is the audience. I'm thinking about A-B

Speaker: 00:24:12

testing for optimization. What do you

Speaker: 00:24:15

think? And have that conversation that

Speaker: 00:24:16

exchange with the assistant is going to

Speaker: 00:24:18

clarify things for you and you can

Speaker: 00:24:20

discover it's not as difficult as it

Speaker: 00:24:23

sounds. And sometimes, you know, I would

Speaker: 00:24:25

agree that the language of our industry

Speaker: 00:24:27

in general is not particularly helpful.

Speaker: 00:24:29

For sure. Absolutely. Yeah, What's yours

Speaker: 00:24:35

this week?

Speaker: 00:24:35

Yeah, thank you very much. We're just

Speaker: 00:24:37

about to complete yet another quarter of

Speaker: 00:24:39

the year. Time just flies. And therefore,

Speaker: 00:24:42

logically, we should be thinking all of

Speaker: 00:24:45

us in the next quarter. With that in

Speaker: 00:24:47

mind, my culture actions for you want to

Speaker: 00:24:49

review their best performing web pages

Speaker: 00:24:51

for this time last year, as in the next

Speaker: 00:24:53

quarter that's coming, what happened in

Speaker: 00:24:56

the previous year. And what you'll see

Speaker: 00:24:58

through audience behavior, there will be

Speaker: 00:25:00

some pages and some behavior that is very

Speaker: 00:25:04

seasonal. And it could have been linked

Speaker: 00:25:06

to a sales push in particular, or it

Speaker: 00:25:08

would just be logically because of the

Speaker: 00:25:10

time of year, this makes sense for people

Speaker: 00:25:12

to be interested in this type of content.

Speaker: 00:25:15

So you're going to end up with a list of

Speaker: 00:25:16

your best performing pages. I want you to

Speaker: 00:25:19

then put together a bit of an action plan

Speaker: 00:25:21

in terms of on-page optimization. And

Speaker: 00:25:23

this is, and again, we don't always have

Speaker: 00:25:26

time to talk to each other. This is just

Speaker: 00:25:28

happy coincidence that this is where the

Speaker: 00:25:30

A-B testing could come into play. You

Speaker: 00:25:33

know, you can have the existing pages and

Speaker: 00:25:35

then the new 1, what is the added. But

Speaker: 00:25:37

on-page optimizations, I mean, I've

Speaker: 00:25:39

covered extensively on the show, so

Speaker: 00:25:41

everyone just go through some previous

Speaker: 00:25:42

episodes and find our recommendations.

Speaker: 00:25:44

You could be tweaking, you know, your

Speaker: 00:25:46

headlines, you could be tweaking the

Speaker: 00:25:48

photography. And I think also for me,

Speaker: 00:25:50

joining this side of if you're likely to

Speaker: 00:25:52

have returning visitors because of the

Speaker: 00:25:55

time of year, there's nothing more

Speaker: 00:25:57

off-putting for a visitor kind of go, Oh,

Speaker: 00:26:00

it's the same as last year. They've not

Speaker: 00:26:01

even changed the photography. They've not

Speaker: 00:26:03

changed the case studies. They've not

Speaker: 00:26:04

changed the culture action. It's the same

Speaker: 00:26:07

thing because it gives the impression,

Speaker: 00:26:09

perhaps wrongly, that you just don't take

Speaker: 00:26:11

care of the website and that extension,

Speaker: 00:26:13

people make the very wrong and harsh

Speaker: 00:26:16

conclusion that you don't have a

Speaker: 00:26:17

particularly good approach to customer

Speaker: 00:26:19

care either. So that's my culture action.

Speaker: 00:26:22

We are kind of about to wrap up a quarter

Speaker: 00:26:25

yet again, and we've got a new 1 coming

Speaker: 00:26:26

up. Let's make this website content ready

Speaker: 00:26:29

early.

Speaker: 00:26:30

I like it. I like it. Another great

Speaker: 00:26:33

episode, we focused on website, mobile

Speaker: 00:26:37

friendly websites. I think that the

Speaker: 00:26:39

message here is stop looking at your

Speaker: 00:26:41

website on desktop. Start looking at your

Speaker: 00:26:44

website on mobile and Start looking at

Speaker: 00:26:45

your competitor's website on mobile. And

Speaker: 00:26:47

if you're buying or building a new

Speaker: 00:26:49

website, look at mobile first. Stop

Speaker: 00:26:52

looking at desktop designs, look at

Speaker: 00:26:54

mobile designs, and think about making

Speaker: 00:26:56

space and call to actions. We've talked

Speaker: 00:26:59

about AI powered commerce search. It's

Speaker: 00:27:01

here, and it's only going to get bigger

Speaker: 00:27:03

and bigger and customers, clients,

Speaker: 00:27:06

potential clients are going to be using

Speaker: 00:27:08

far less words to try and find your

Speaker: 00:27:11

services and products. How are you going

Speaker: 00:27:14

to ensure that you capture them and that

Speaker: 00:27:16

you convert those people. And 1 of the

Speaker: 00:27:18

ways to do that is to start embracing it

Speaker: 00:27:20

yourself to really understand how it all

Speaker: 00:27:22

works. We've had some great call to

Speaker: 00:27:24

actions, great tips on the engine room.

Speaker: 00:27:27

Enjoyed yourself, Pascal?

Speaker: 00:27:29

Always, And I keep saying it, but it is

Speaker: 00:27:32

true. When you and I started the show, we

Speaker: 00:27:35

went, well, it may reach a point where

Speaker: 00:27:37

we've covered everything there is to say

Speaker: 00:27:39

about running a website, feeling proud of

Speaker: 00:27:41

your website, looking after your

Speaker: 00:27:43

customers and making this web plan an

Speaker: 00:27:44

extension of your kind of approach to

Speaker: 00:27:48

customer service and beyond. And here we

Speaker: 00:27:50

are, we keep finding new ways, but also

Speaker: 00:27:52

you, our audience, keep sending us

Speaker: 00:27:54

questions and suggestions. So I don't

Speaker: 00:27:56

know about you, but we're gonna keep

Speaker: 00:27:57

going.

Speaker: 00:27:58

And please keep sending us those

Speaker: 00:28:00

questions. And thank you if you're on the

Speaker: 00:28:02

replay watching this as a catch up. We

Speaker: 00:28:04

really appreciate it. We absolutely

Speaker: 00:28:06

appreciate it. And so much so if you

Speaker: 00:28:09

enjoyed it, if you found it helpful,

Speaker: 00:28:10

leave a review on Apple podcasts. That's

Speaker: 00:28:13

a wrap for episode 32 of the Ninth State

Speaker: 00:28:15

Website Mastery podcast, your audio

Speaker: 00:28:17

companion to the 90 Day Website Mastery

Speaker: 00:28:19

program. Listen, there's tons of more

Speaker: 00:28:21

information and lots of tools and

Speaker: 00:28:23

resources that we have put together. All

Speaker: 00:28:25

of the content from all of our episodes

Speaker: 00:28:28

turns into a tool or a resource on

Speaker: 00:28:30

90daymarketingmastery.com. You can also

Speaker: 00:28:33

book a discovery call with either myself

Speaker: 00:28:35

or Pascal. It's goodbye for now. We'll

Speaker: 00:28:37

leave you with a fun video and audio

Speaker: 00:28:38

montage to enjoy whilst you review your

Speaker: 00:28:40

notes and action steps. And we will look

Speaker: 00:28:43

forward to seeing you again soon. Take

Speaker: 00:28:45

care, enjoy the rest of your day. I'm

Speaker: 00:30:00

out! I'm out! I'm out! I'm out! I'm out!