In this comprehensive episode of the 90-Day Website Mastery Podcast, Jonny Ross and Pascal Fintoni address a crucial question from their community about creating customer personas and avatars for website design projects. The discussion explores why most businesses either lack proper customer personas or fail to use them effectively, and provides a practical roadmap for developing these essential marketing tools.

The hosts also examine Universal Search Optimisation (USO) - the evolution beyond traditional SEO that acknowledges how users now search across multiple platforms, from TikTok and ChatGPT to Amazon and podcast platforms.

Additionally, they showcase two innovative tools for enhanced content creation and share immediate website improvements that can boost engagement and conversions.

If you're a UK business owner, marketing manager, or website administrator looking to improve your digital presence and understand your customers better, this episode delivers actionable insights you can implement straight away.

❓How Do I Create Effective Customer Personas for My Website Project?

When a website designer requests customer personas or avatars, many business owners feel overwhelmed or admit they've never created them properly. Jonny and Pascal break down the persona development process:

• Start with daily reflection, not formal workshops - observe patterns during client conversations and meetings
• Capture demographic details including sector, seniority level, and decision-making authority
• Document pain points and questions that prospects frequently raise
• Focus on language and communication preferences to improve conversion rates
• Create your own template rather than copying generic persona formats
• Update regularly - personas should be living documents that evolve with your business
• Use personas across all marketing - not just website design but social media, SEO, and content strategy
• Remember the four visitor types: Investigator, Relationship Builder, Dreamer, and Negotiator (from the WebProud methodology)

The key insight: targeted messaging to specific personas increases conversion rates without alienating other customer segments.

❓What Is Universal Search Optimisation and Why Should UK Businesses Care?

Based on Umesh Panchal's analysis for CMSWire, Pascal and Jonny explain why traditional SEO is evolving into Universal Search Optimisation (USO):

The Changing Search Landscape:

• Users now search across multiple platforms, not just Google and Bing
• Jonny's 12-year-old daughter searches on TikTok and Snapchat for school information
• AI platforms like ChatGPT, Perplexity, and Gemini are becoming primary research tools
• Google itself now serves AI summaries, featured snippets, and multimedia results

Where to Focus USO Efforts:

• Traditional search engines: Continue optimising for Google and Bing
• Social media platforms: Instagram, TikTok, Facebook, Pinterest, and LinkedIn
• AI search tools: ChatGPT, Perplexity, Gemini, and other conversational AI
• E-commerce marketplaces: Amazon, Etsy, and sector-specific platforms
• Emerging channels: Podcast platforms, forums, app stores, and digital publications

Implementation Strategy:

• Diversify content formats - combine text, video, audio, and interactive elements
• Structure your data properly for AI and search engine parsing
• Maintain mobile-first design across all content types
• Monitor competitor activity on these alternative platforms
• Include platform-specific behaviour in your customer personas

The core principle remains: create helpful, comprehensive content that serves your audience across whatever platform they prefer to use.

❓What Tools Can Enhance My Website's Visual Content?

Framer (Jonny's pick):

• Intuitive web design platform for building responsive websites without coding
• Perfect for marketers creating prototypes and landing pages quickly
• Ideal for testing design concepts before full development
• Available at fr.com

Vidify Shopify App (Pascal's pick):

• AI-powered tool that creates product videos from static images
• Upload two product photos from different angles, and AI generates a 20-second transition video
• Enhances e-commerce listings and social media content
• Represents Pascal's philosophy of using AI to enhance existing content rather than create from nothing
• Available through Shopify's app store

❓What Quick Website Changes Will Improve User Engagement?

Jonny's Website Call to Action:

• Add "New" badges to recent content - simple visual stickers that draw attention to fresh blog posts, products, or services
• Works particularly well for B2B websites that rarely use visual engagement techniques
• Encourages exploration and increases click-through rates on internal content

Pascal's Website Call to Action:

• Audit how you represent your website on social media - many businesses share links without explaining what users will find
• Create a content calendar that highlights different website sections and features
• Move beyond basic "check out our latest blog post" messaging
• Help your social media audience discover parts of your website they may not know exist

Key Insights and Messages

The episode touches on several broader trends affecting UK businesses:

• The battle for search dominance between Google's Gemini, Microsoft's Copilot, and independent AI platforms
• Generational differences in search behaviour and platform preferences
• The importance of content diversification in an increasingly fragmented digital landscape
• Integration challenges as businesses try to maintain presence across multiple platforms

Both Jonny and Pascal emphasise that successful website management in 2025 requires thinking beyond traditional metrics and embracing a more holistic approach to digital presence.

🔑 Key Takeaways — What You’ll Learn (with timestamps)

01:40 – You Ask We Answer: Customer personas and avatars question

02:50 – Why most businesses struggle with customer personas

04:21 – Pascal's approach: Taking time with avatar development

06:33 – Using personas across all marketing channels

08:03 – The four visitor types from WebProud methodology

09:21 – Website Stories: Universal Search Optimisation article

10:58 – Why users search beyond Google: generational differences

15:11 – Diversifying content for multiple platforms

18:23 – Question from community: "Is AI the death of Google?"

19:30 – Website Engine Room: Framer and Vidify tools

22:39 – AI enhancing existing content vs creating from nothing

25:14 – Jonny's Website Call to Action: Adding "new" badges

27:11 – Pascal's Website Call to Action: Rethink website representation on social media

28:40 – Episode recap and key takeaways

🔎 SEO Keywords & Tags:

customer personas development, universal search optimisation USO, multi-platform search strategy, customer archetype templates, website design briefs, conversion rate optimisation, target audience research, social media search behaviour, AI search platforms ChatGPT, TikTok search trends, customer journey mapping, website engagement tactics

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• Jonny Ross
• Pascal Fintoni

About the Hosts

Jonny Ross is a leading digital marketing consultant and SEO strategist with decades of experience helping businesses transform their online presence.

Pascal Fintoni is a digital skills trainer and video marketing expert, known for making complex tech topics accessible and actionable.

Jonny Ross

Hi, welcome. It is the 90 Day Website Mastery Podcast, your perfect companion to our 90 Day Website Mastery Program. And of course, our recently published book, Web Proud. We are live.

Jonny Ross

We're live on Instagram. We're live on LinkedIn. We are live on YouTube. Or perhaps you're listening right now to the podcast on one of your favorite podcast platforms.

Jonny Ross

Welcome. Thanks for being here. Thanks for joining us. It's episode 42, our 42nd episode.

Jonny Ross

We're excited to bring you even more valuable insights and practical advice to help you enhance your website's performance. Join us as we explore strategies to make your website work even harder for you, reigniting your pride in your online presence. We want you to feel proud of your website. We're proud,

Pascal Fintoni

Pascal. Always, or certainly, you know, working towards it all of the time with my client through mentoring sessions to speaking. But listen, I had a quick glance at the show notes. I mean, you and I work separately.

Pascal Fintoni

We're very, very busy. So we work on the show notes separately. So this morning when I was looking at the kind of full document, once again, it's going to get super practical, full of advice and things that people can implement right now. We've got

Jonny Ross

four segments, we have the You Ask, We Answer, we have Website Stories, the Website Engine Room, and of course, we always finish with the Website Call to Action, where we'll give you one tip or trick that you could be doing right now to your website to start feeling web proud again. Listen, let's start with You Ask, We Answer.

Pascal Fintoni

Now this one is inspired by last week, I was doing a mentoring session and we work on a number of things to do with the client's digital presence. And they actually have this interesting query question, which I would love to hear what you think. So the situation was, and so my designer, my website designer has asked for copies of my 2025 customer personas or customer avatars. And the client reacted saying, I don't think I've done this before.

Pascal Fintoni

Where would you start? Let's see you, Johnny Ross.

Jonny Ross

Yeah, well, this is interesting because with the different clients I work with, the number of different clients, you find that either they've never heard of personas or really thought properly about target audiences, or they do have them and they're out of date, or they have them and they don't use them. Or you've got your sort of top 5% that have them and are using them correctly. And I think there's a few barriers here, which is, first of all, I don't think there's a real understanding of how useful they can be and how you should be using them on such a daily basis.

Jonny Ross

There's also a barrier of how difficult they might be to put together. And if you're sort of forced to sort of sit down and start doing them straight away, then you can end up getting quite a mind block as well and sort of not knowing where to start. So I think this is about reflecting. It's about just, you know, as you are working in your day-to-day business, business as usual, when you're speaking to clients, speaking to potential customers, potential clients, that's when it's about thinking about what are they asking?

Jonny Ross

What sort of demographic are they? What sector are they? What seniority are they? And really start understanding the people behind the businesses that you're talking to, or perhaps you're a consumer business and the consumers, but really reflecting as you are in your day-to-day business life.

Jonny Ross

Who are these people? And that's the, that's the moment to start thinking about target audience and personas, um, to then at some point later on, to start going through a structured process in terms of creating, uh, you know, your avatars for 2025. Um, and there might be a number that might, you know, some businesses have two or three, some businesses might have even a dozen, but the best thing to do is, is, as I said, whilst you're in your daily business, that's the time to be thinking. Is that where you would take things, Pascal?

Pascal Fintoni

Yeah, listen, I've done all sorts. We were doing the workshops, so let's say, let's sit down and for the next hour, let's create the avatar, the archetype, whatever you want to call them. But that's a big ask, and I think that's really not necessarily a nice activity for everybody because it requires so much reflection and recollection of information that you've got somewhere buried in your mind listening i was delighted to hear that the web design agency wanted to see the copy of the other times and the archetypes even for the industry to kind of do that i would agree with you for me it's almost like take your time with it you know don't you have to quickly go on the computer if you want to do it there

Pascal Fintoni

and then i think you should give yourself days if not weeks of reflection So look back at the order book as well, you know, reconnect with the contracts and the kind of exchanges that have been really enjoyable to you. Because I think that should work for you as well. So the idea of capturing a description of your ideal customer means that it's worked for you as well as for them. And then you kind of slowly but surely have lots of notes and post it, you know, jot it down in different kind of sources, and then you can start to structure that.

Pascal Fintoni

And what I want to do is suggest to people that you should have your own template. Don't worry about necessarily what others have done before. I mean, by all means, for inspiration, you can go online and look for some information. Perhaps you can ask AI for some suggestions.

Pascal Fintoni

But I think that persona, that alchemy, that document that you've created, in the end, needs to feel like your own creation. And I think you're right. Therefore, you'd be using it more than once. It's not just for the website.

Pascal Fintoni

It's for the next social media marketing strategy. It's for the next kind of content series. It's for SEO. You should always go back, because within the information contained by the summary statement, if you will, Johnny, there'd be lots of nuggets of information about why they wouldn't want to work with you, their pinpoint, the questions to have, and all those things.

Pascal Fintoni

that is there to remind you about the way you should approach driving traffic to your website and running the website when it's not your full-time occupation.

Jonny Ross

Well, they're really powerful, aren't they? So the, the, the bottom line here is that the conversion will be so much higher. If you're talking in their language, that's the key point here. If you're, if you're sort of not using personas on a daily basis, archetypes on a daily basis, um, in, in everything, whether it be in a meeting, whether it be on a direct mail campaign, whether it be a, an email campaign, a social media company, any of those,

Jonny Ross

even just a tweet. Okay. If you're just going out to everyone and anyone. then the conversion there, based on the conversion of going very targeted to a particular avatar, is so different, hugely different.

Jonny Ross

And it doesn't put the other avatars off, by the way. That's the common misconception, that the concern is, well, if I go out and talk to this particular audience, at this particular seniority, at this particular level, then, you know, everyone else isn't going to buy from me. That's not the point. In fact, they are.

Jonny Ross

The difference is that the people you've gone out to talk to are going to buy more from you. That's the big difference. And the people that you're not talking to at the time are still going to come to you. It's not going to put them off.

Jonny Ross

In fact, if anything, it might intrigue at times. And there's nothing to, at some point, talk to those other avatars as well, of course. So the numbers show, the facts are, that it will increase your conversion rates. Avatars are really important.

Pascal Fintoni

They are. And please, everybody, just change the name. You don't have to use avatar. You don't have to use archetype.

Pascal Fintoni

Just call them what you want. You know, quite, you know, that's important because you have to own it. And this takes me to, you know, I'm kind of tapping into my memory bank in when we crafted, you know, WebPrime, the book, and we talk about the five steps to becoming proud of your website again. And there's a chapter in memory service, memory services, chapter two, where you and I talk about building those profiles and actually aligning them to the four types of visitors for those of you read the book that you can remember this you know we talk about the investigator we

Pascal Fintoni

talk about the relationship builder we talk about the dream i would talk about the negotiator and they will have key questions to make sure that your website experience is relevant and engaging so do do the research and then a fix some of the advice you can find in the books and other episode of this show and i think what you'll have is something that For me, it's a bit like, you know, when people do a business plan or marketing plan, they do it once, don't look at it again. I want to avoid that altogether. So start with just take your time, reflect the way Johnny mentioned it to you, compile a summary document that is so pleasant to go back to.

Pascal Fintoni

That's really important, but you're more likely to do so. And at the start of any kind of strategy sessions or kind of, you know, moment where you want to do some content, just scan through your avatars again. They're going to be a great source of inspiration for you.

Jonny Ross

Absolutely. Reflect on those personas, avatars, target audience, whatever you want to call them, but get reflecting. Let's move on to our next segment, which is website stories.

Pascal Fintoni

Now, in this segment of the show, we take pleasure in reviewing a piece of content. It could be an article, a podcast, an infographic, something that can help us reflect what it means to be a website manager in today's economy. And Johnny, I've gone for an article which has a very interesting title, which is as follows. Is Universal Search Optimization Queen in the new SEO landscape.

Pascal Fintoni

This is written by Umesh Panchal who is a CMO and CEO of Next Level Web Solution and was for the platform CMSY.com. Taking care of the introduction to this article, I'm going to go straight into it because I want people to actually read the article. This is something that should be shown around the office as well. But this is the sign that the term universal search optimization is more helpful for all of us when we plan about increasing our organic visibility across a number of platforms.

Pascal Fintoni

And the reason why you want to be moving on potentially, because the words are very powerful, from SEO to let's say USO, universal search automatizations, because actually we now know that internet users seek information across multiple platforms, not just search engines. And in fact, even search engines themselves are serving information multiple ways. For example, AI summaries, vignette little windows, audio summaries are now part of the Google ecosystem and so on, Johnny. So the idea, from Umesh is that you will actually help yourselves and help your customers discover you if you think about it by this side of multiple platforms.

Pascal Fintoni

The article is really well structured, really well written. There's many segments people can kind of go to, but I picked one particular element of the article, which is called where you should focus your USO, universal search optimization efforts. And I wanted to get your reaction So by all means, of course, continue to do what you've been doing, what's working well, or what is now called, interestingly, traditional search engines. Think about social media also.

Pascal Fintoni

Think about AI search. So you've got two types, and you've got obviously the AI summaries within search engine, but of course you've got platform like ChatGP, T-Perplexity, and others are now used more frequently than ever before for searching, not just for content creation and something else. Don't forget e-commerce marketplace from Amazon to Etsy and a few others. And they are now, although I would say they're not necessarily emerging channels, but channels that are taking away some of that internet time budget, podcast forums, app stores, you know, printing media is moving to digital media, you name it.

Pascal Fintoni

So, you know, thinking about the typical day of your avatars or customer archetypes, it is likely that their internet time usage is now shed a bit more evenly across those, not just the search engines. Hence why we, as marketers, need to think about multiple platforms, not just the search engines.

Jonny Ross

USO instead of SEO, or is it combined? A really, really good point, especially as the landscape is changing so fast as well. And the shift from people using what is rightly called the traditional search engines, the Googles, the Bings, et cetera, to different platforms. I've got five children.

Jonny Ross

And I watch my 11-year-old, in fact, sorry, she turned 12 only last week, my 12-year-old, and I watch how she uses her device. And she's searching on, she doesn't go to Google or AI, she's going to TikTok and Snapchat for just a traditional search that we would automatically go to Google. So nothing to do with TikTok content or Snapchat content, but that's where she would search for something to do with school or something to do with, you know, if she was trying to find something out. So users are really shifting how they are using search and the move to AI for chat GBT, perplexity, Gemini, et cetera, on how to find things is huge because that's doing a lot of the legwork Typically, we'd go to Google, we'd then have to sort of go through

Jonny Ross

each website, start picking them apart. Do we want that one? Do we want that one? Now we can just go to perplexity, go into a deep search, deep research and say, right, this is what I want to achieve.

Jonny Ross

Go and find it for me. And it's frightening. So you absolutely have to be considering USO. but the principles are quite similar.

Jonny Ross

So it's about structuring the data, it's about user experience, it's about making sure that things are mobile friendly, and it's about diversifying your content types so that it's not just all text or it's not just all video, it's not just all audio, it's a mixture of everything because that's what Even the traditional search engines are pulling in. They're pulling in lots of different types of content. The AI tools are pulling in lots of different types of content.

Jonny Ross

So it's about having diversification, having it very structured, focusing on user experience, focusing on mobile, making sure that mobile is really part of the strategy, and keeping an eye on things. trying, going to some of these, going to the likes of TikTok and doing a search to get some understanding of what competitors or what other organizations or businesses are actually doing to stand out in these things. And of course, I've not mentioned podcast platforms as well. So it's, it really is just thinking holistically about all the different types of content you've got and all the different ways that they, that content could be found.

Jonny Ross

Really, really important point.

Pascal Fintoni

And that means that, therefore, within your customer profile, the avatar, the archetype, there will be a section that talks about habits and behavior. And, therefore, you could almost, you know, throw them the list from UMesh and list, you know, search engine, social media, AI search, shopping platform, emerging channels, podcasts, forums, and more, and literally do a bit of an investigation. You know, are my customers likely to have this particular behavior when they're looking for information? What is comforting though, and the article kind of makes that point, is that all those platforms, they can only serve the content that exists.

Pascal Fintoni

So as content creators, we have some element of control. It's not as if you just sit there in despair. that you don't know what to do. What you have to do, and I think that's what you were hinting at, is perhaps actually create a more content-rich experience based on the information that you got from the archetypes.

Pascal Fintoni

So there was a phase, and it's still in there, and I see that with my clients, where people felt that you had to keep things short, form, succinct, get to the point quick, don't overwhelm people with information, too much copy, too many images, too long videos. But I think that that would be a very unwise strategy in the context of universal search optimization, when actually people are seeking out different ranges of information. They have different questions, they have different wants and needs, and actually it is your job to have parity between how how helpful you're gonna be face-to-face and how helpful you are in advance during their kind of internet usage. Yeah,

Jonny Ross

the topic, diversification of content, absolutely. There's no point just going for short form only. It's about having a real good mixture. Obviously, understanding your target audience.

Jonny Ross

I know I talked about TikTok and Snapchat there, and some of you might be thinking, well, hang on, my audience isn't on there. But what I'm suggesting is you can learn from those platforms in terms of the sorts of content that you need to be doing to make sure that you're reaching your audience on the platforms they're using. But I think there's things you can learn from TikTok. And I'll tell you now, I was looking for a particular product only yesterday.

Jonny Ross

I did not use Google. I used AI. And I found exactly what I wanted. And it was so much quicker.

Jonny Ross

And I couldn't believe what it found me as well. I honestly believe that I could have found it in Google, but it would have taken me a long time.

Pascal Fintoni

And I think the logic that you've just described would work with what I call now online PR. So find the kind of news destinations that your customers are using, because the likelihood is if they are spending time on that news destination or they're spending time actually reading the newsletter in their inbox, they're not spending time searching for you. on Google. So actually being an active participant in those news outlets, as one example, is what we're looking at.

Pascal Fintoni

So do the research. Where are your customers spending time? If you think of a pie chart, it's not all of it on Google or Bing or Yahoo. It's going to be very multifaceted.

Pascal Fintoni

And therefore, The language needs to be challenged. I know we're going to be using SEO forever, we've adopted it, but actually we need to make sure that in our head we mean any manner of searching for information as opposed to just the search engine themselves. Consider your USO. Let's move to

Jonny Ross

our next segment, the website engine room.

Pascal Fintoni

Now in this segment, Jonny and I like to surprise each other with a selection, an app, a software solution, maybe a piece of kit that can help us make our life easier as a content creator. So Jonny, what is your selection for the Website Engine Room? So I've gone

Jonny Ross

with a website platform design tool. So a lot of people are starting to just build their own websites. And there's so many tools that are out there that makes it really easy to do this. In fact, there's so many that sometimes you don't know where to start.

Jonny Ross

But the one that I'm focusing on this week is Framer. So it's F-R-A-M-E-R dot com. As always, we put the links in our show notes, so please do have a look. And this is an intuitive web design platform that allows you to build interactive, responsive websites without any code whatsoever.

Jonny Ross

It's even great for marketeers looking to prototype or create polished landing pages. So it's quite handy for single owner businesses if you wanted to just set up a really quick and easy website. But I think the bit that is more interesting for me is as a marketeer to be able to quickly produce some kind of prototype or some kind of landing page to even if it's to just do some testing. I think it's a really clever platform.

Jonny Ross

So framer.com is the one that I am including in the website engine room this podcast.

Pascal Fintoni

Thank you so much. I think you're right. The quicker you can get to a prototype and get some feedback from your colleagues, from your clients and so on, the better you can move much, much faster. So I've chosen an AI app.

Pascal Fintoni

This will not surprise you, but I was generally very surprised about its performance. So I have an issue with people using AI to create information that doesn't exist. So for example, images from nothing, just from a text prompt or video and so on. I think AI is more powerful and more useful to all businesses if it actually enhance what already exists.

Pascal Fintoni

I want you to imagine a situation where you have two photos of a product, ideally, and there are two different angles, maybe, or two different facets of that product. And using this platform called Vidify app from Shopify, you can literally get AI to imagine from image one to image two what the video sequence would be like. and you end up with something that is static to begin with. So maybe, let's say it's an outfit, maybe it's a jacket that is worn from the back, and then you can see the image from the front.

Pascal Fintoni

And there are two static images, and it's just not engaging enough. We're just not convincing enough. And what Vidify can do is imagine what a 20 second scene would look like. And literally from those two images, you end up with a video that you can upload and you can then use your imagination.

Pascal Fintoni

You could have maybe this for an ebook. You can have this for anything you want to sell, for venues maybe. And that's where I really want people to try out. You may not necessarily use it all of the time, but I want people to shift their mindset from, Using AI to create information doesn't exist, as opposed to using AI to enhance the experience of that information that I've already crafted, the photography, the text, the short video that

Pascal Fintoni

can become longer and so on. And AI can really do a very, very clever job of literally extrapolating the bits in the middle. So image one, image two, and then you have a scene with motion between those two platforms using Vidify, the app for Shopify e-commerce platforms.

Jonny Ross

I am loving some of those video AI apps right now, and I think you can bring stuff to life very quickly and easily, but I love the application that you're talking about there in terms of product. Very clever indeed. Daniel Watts is watching right now. He's put a comment on which I think is a really interesting comment.

Jonny Ross

He's put, is AI the death of Google? Big statement. I was at a MailChimp conference last year. And in fact, it wasn't MailChimp.

Jonny Ross

It was Brighton SEO. I was at Brighton SEO last year, and I saw John Muller, and I asked him exactly the same question. He obviously didn't take it very well.

Pascal Fintoni

For me, what is interesting is we are literally three weeks away from the Google annual conference, Google I-O. And I can only imagine that they're going to be fighting back quite robustly. So, Dan, I don't think so, because I think what we're going to have is a battle between, are people going to become Gemini users and they'll still be using the Google products? Are they going to be co-piloted users and be Microsoft, or are we going to be rebels and use independence like Chatship ET, Perplexity, and all the others, perhaps a mixture?

Pascal Fintoni

But I don't think so. But what I detect is suddenly the way they're going to serve information is going to catch people out who have not put the time and effort in their content creation.

Jonny Ross

Yeah, I think they're investing heavily in Gemini. They are integrating it heavily into search. And they are going to try their very damnedest to keep a segment of the audience. But I don't see it as the deaf.

Jonny Ross

I think we are so ingrained into their ecosystem in terms of the tools. So as a marketeer, whether that be things like Looker Studio, uh, Google analytics, uh, of course, Google drive, of course, uh, Gmail, we're so integrated into this system and so many other apps that they have that I don't, that I don't see the search particularly going, uh, going the, not the death of it anyway, but they're going to have to fight hard. They're going to have to stay up front.

Jonny Ross

And, and I think, well, I'm not sure if it's good as a consumer or not, but yeah. You know, is AI good for a consumer? Who knows? But in terms of the output and how clever the AI is becoming from a marketer's point of view, I can only see that advancing and that's forcing Google to advance in a better way for marketers right now.

Jonny Ross

So yeah, very good question. Interesting. And let's wait and see where we get to. Let's move on to our last segment, which is the website call to action.

Pascal Fintoni

Now this is about the one change to one adjustment you should be making right now on your website. Johnny, what is your recommendation?

Jonny Ross

Really simple. So the point of this is that it's just one simple change that you could make that could increase conversion, could increase leads, could increase time spent on your website and to help you feel more proud of your website. So really simple. It's about, it's nothing new either.

Jonny Ross

It's about adding a little badge onto content or products. And that badge, for example, could be just a little, new sticker. So a little sticker, little visual sticker that sits on top of content or product with the word new. Now, some of you, you know, if you've got e-commerce, perhaps you've already using this sticker and it's, and it's, you know, I was using it back in 99 on a sunglass website on an e-commerce sunglass website.

Jonny Ross

But if you have a look at traditional BNB websites right now, None of them are using stickers on their blog content to try and attract people to click through. So just adding that little sticker, whether it be, uh, categories or whether it be, uh, be that new badge or something that's going to encourage exploration, uh, and draw attention to that particular product or that particular piece of content. Add badges, add stickers. That's my website call to action for

Pascal Fintoni

this episode. You know, I love it. I mean, it's so simple. In fact, you know, it takes me back.

Pascal Fintoni

We used to do this all the time with print media. And sometimes, you know, those habits, we just kind of forget because you go digital. Now, by pure accident, I don't want people to accuse us that you don't know what we're doing. I also have something which is to do with encouraging exploration of your website.

Pascal Fintoni

And this came about as a personal experience of someone that I follow on LinkedIn. And they share information and you take it in, you know, via LinkedIn. sometimes they share the url and you choose not to click whatever it's all that but when i did click on the url and actually went on their website that website was really good and there were sections and features that i just didn't know existed because the habit was to consume the information via social media so i came up with this idea of actually you should, on a regular basis, highlight and promote the key section of your website.

Pascal Fintoni

So instead of, you know, doing the big, which we all do, of here's a summary statement about my amazing content, and please, please, you know, click on the link to go and check it out, which people tend not to. I think that it's appropriate to have within your diary or social media post something that just lets you literally summarize the bit of the website people perhaps don't know about or have forgotten about. So for me, my recommendation is review how you are representing your website on social media. put together a plan to break down the key section, the key features that you've spent so much time and effort and money building for your audience, and literally let people know that precisely about the website experience, as opposed to just doing it via content sharing.

Pascal Fintoni

So that is my call to action for today.

Jonny Ross

Fantastic. What a great episode. We've talked about USO, universal search optimization, the thoughts of really not just thinking about Google, but thinking about all your different types of content and how you can optimize for all the different ways users engage with content online digitally. Also about customer avatars, whether you call them personas, target audience, whatever you want to call them, how important they are and don't forget about them.

Jonny Ross

And you don't have to force yourself to do them, but start thinking about it in your next meeting or your next phone call. Start defining the type of person that you're talking to. I think that's really important. We've covered the website engine room where we talked about a couple of apps bringing your products to life with video and how to prototype websites really easy with Framer and call to actions on your website using badges and stickers to get that, encode that exploration or to get

Jonny Ross

people to click through more. And Pascal's final point around how you represent your website on social media accounts and finding ways to highlight the key sections and unique features of your website. Great episode, Pascal.

Pascal Fintoni

Thank you very much for the hosting and also for allowing me to do the research this week. And more importantly, you, viewers and listeners, do send us your questions, send us your challenges. Show us as well the before and after. I mean, we've mentioned that before, but this idea of if you've acted on the website and it's now created some lovely results for you, let us know as well.

Pascal Fintoni

We'd love to know. And we always welcome, they keep coming in, the reactions and thoughts on the book as well.

Jonny Ross

Make sure you click that subscribe button to, if you, if this content is helpful, if it's resourceful, don't miss out, make sure you find out when we are next online. So click that subscribe button, tell your friends. And as Pascal has said, share and let us know your thoughts. If you want us to explore anything.

Jonny Ross

What a great episode. That's the wrap for episode 42 of the 90 Day Website Mastery Podcast, your audio companion for the 90 Day Website Mastery Program. For more information, visit 90daymarketingmastery.com, where you can book a discovery call with either myself or Pascal. And of course, get over to Amazon for our book, Web Proud, out now.

Jonny Ross

Please do have a look and support us. That would be amazing. All of these links and sections will be in the show notes, of course. which will come out, but it's goodbye for now.

Jonny Ross

We'll leave you with a fun video and audio montage to enjoy whilst you review your notes and action steps and take action and get web proud right now. We'll see you all soon. Take care. Thanks, Pascal.

Jonny Ross

Bye-bye.