What's Web with Tomasz Lisiecki

Thank you to all of you for making this happen. What's Web wouldn't be possible without the amazing guests and listeners. You make it spin around. As this year comes to a close, I want to share with you a summary video. I call it "cache" because it reminds me of the browser cache that won't ever let go 😅. In the video, you'll find just a few brief moments from different conversations. I hope they leave you with some ideas going into 2025 and beyond. I highly recommend listening to the full episodes to get a bigger picture, though. My goal has always been to learn from people who walked the path before me. Guests in 2024 didn't disappoint. In fact, they blew my mind. I'm exciting to see what's coming next. I hope to discover that with you on board.

Up next, a conversation with Andy Crestodina, a thought leader in content strategy and web marketing. With decades of experience and a curious mind, Andy brings actionable insights into the evolving landscape of AI-powered digital marketing. In this episode, we explore how AI can transform website strategies, improve content creation, and help marketers build trust with their audiences. How can AI support content differentiation in a saturated market? What are the best methods to align stakeholder interests using AI? How do you use AI to identify gaps in your service pages and boost conversions? And why do original research and strong opinions remain unbeatable content strategies? If you’re a marketer or business owner curious about the future of content and AI, this episode is packed with insights to elevate your strategy. I've learned that: AI audits build trust – using AI to identify unsupported claims can dramatically improve the credibility of service pages. Personalisation scales engagement – while mostly an enterprise-level tool today, AI-driven content personalisation is the future of tailored user experiences. Differentiation is key – fewer but higher-impact content pieces are more effective than focusing on volume, especially in a saturated B2B market. Original research and strong opinions win – these two formats set brands apart in the AI age, driving engagement and trust. AI boosts content strategy – using AI for data analysis and gap identification can turn any content piece into a high-performing asset. In this episode, we cover: 07:05 - Stakeholder Alignment Challenges 12:55 - AI Tools for Content Analysis 19:01 - Exploring Different AI Models 26:27 - Identifying Gaps in Content Creation 32:18 - Differentiation in the Age of AI 40:50 - Risk-Taking in Marketing Strategies 49:47 - The Rise of Personalisation and AI in Marketing 55:03 - Optimising Conversions with AI Insights 01:01:22 - Leveraging AI for Performance Measurement 01:07:40 - Creating Effective Personas for AI Utilisation Listen to this episode on: Spotify: https://open.spotify.com/episode/3U9m3paZeqZh15k5VCuYnL?si=mHBivIJkQX-NT4cq8BGNHw Apple: https://podcasts.apple.com/ca/podcast/20-elevating-website-marketing-with-ai-trust/id1524693328?i=1000680452106 YouTube: https://www.youtube.com/watch?v=TvBqTMeGiUI NerdCow: https://nerdcow.co.uk/podcasts/ai-web-marketing/ Where to find Andy Crestodina: LinkedIn: https://www.linkedin.com/in/andycrestodina/ Website: https://www.orbitmedia.com/ AI Powered Website Audits: https://www.orbitmedia.com/blog/ai-website-audit/ AI for Thought Leadership: https://www.orbitmedia.com/blog/ai-thought-leadership/ How to Combine ChatGPT and GA4: https://www.orbitmedia.com/blog/chatgpt-ga4-content-recommendations/ Where to find me: LinkedIn: https://www.linkedin.com/in/tomaszlisiecki/ Website: https://nerdcow.co.uk/ Newsletter: https://webabunga.com/ Thanks! AI, website marketing, content strategy, stakeholder alignment, customer journey, content audits, personalisation, trust building, differentiation, conversion optimisation, original research, strong opinions, creativity in marketing, SEO, funnel stages, performance measurement

Up next, a conversation with Scott Gabdullin, a Canadian entrepreneur, investor, and search marketing expert. He's also teaching SEO at Concordia University. His secret power lies in creating SEO content that generates leads, crafting SEO strategies to drive sales, and building a strong brand presence online. Having worked with companies like KPMG, TD, or Wave Financial, Scott brings a wealth of expertise to the table, blending technical know-how with a sharp business acumen. (And the quality of the chat is as epic as Scott's video setup. Just look at it!) In this episode, we discuss: ▶ How to define the quality of a keyword ▶ How to look at SEO based on the company stage ▶ Process of optimising content for SEO ▶ SEO methods for each stage of the funnel ▶ Types of SEO and when they matter ▶ The state of SEO now and in the future ▶ +38 more (guessing, but it's packed, trust me) This 90-minute long episode is simply a must listen to for anyone serious about playing the SEO game. To be fair, here at NerdCow, we've already started applying some of the advice from the video 😂. Yes, we act fast! It's been such a pleasure. Chapters: ▶ 12:03 - Quality of Keywords and Conversion Focus 🎯 – How do you find keywords that don’t just bring traffic but drive action? This chapter dives into selecting high-intent keywords that align with business goals. ▶ 17:50 - Leveraging Google Search Console for SEO 🔍 – This often-overlooked tool is packed with insights. Learn how to tap into its full potential to refine your strategies and uncover hidden opportunities. ▶ 32:42 - The Evolution of Search: AI and SEO 🤖 – AI is shaking things up in search. Here, we discuss how businesses can adapt and stay ahead, focusing on human-centric strategies that stand out. ▶ 01:11:10 - Building an Omnichannel Presence 🌐 – SEO isn’t just about search engines anymore. This chapter covers how to diversify your content across platforms to maximise visibility and engagement. ▶ 01:27:04 - Funnelling SEO Success into Lead Generation 🚀 – It’s all about results. We explore how to turn organic traffic into qualified leads, optimising for every stage of the funnel. Listen to it here: Spotify: https://open.spotify.com/episode/54ddUrUJD0uGVApHAldATL Apple: https://podcasts.apple.com/us/podcast/19-building-seo-that-sells-lead-driven-strategies-with/id1524693328?i=1000679658829 YouTube: https://youtu.be/PZtx-zxakd0 NerdCow: https://nerdcow.co.uk/podcasts/seo-that-sells/ Key takeaways: ▶ Keyword research is the foundation 🎯 – Understanding user intent and leveraging tools like SEMrush or Google Keyword Planner can make all the difference. It’s not just about finding words; it’s about finding the right words that convert. ▶ SEO is a long-term investment 📈 – Success doesn’t happen overnight. Building authority, creating valuable content, and focusing on audience engagement take consistent effort. The rewards? Traffic, trust, and sales. ▶ AI is reshaping SEO 🤖 – With content becoming more commoditised, it’s critical to adapt strategies and focus on what AI can’t replicate: authentic, human-centred content. ▶ Omnichannel presence matters 🌐 – From video content to PR efforts, diversifying where and how you show up online is crucial for both visibility and engagement. You can find Scott on LinkedIn here: https://www.linkedin.com/in/scottgabdullin/ If you'd like to follow up with me, try these: LinkedIn: https://www.linkedin.com/in/tomaszlisiecki/ Website: https://nerdcow.co.uk/ Newsletter: https://webabunga.com/ #SEO, #KeywordResearch, #GoogleSearchConsole, #AIinContent, #TechnicalSEO, #LongTailKeywords, #ContentStrategy, #LeadGeneration, #LinkBuilding, #VideoMarketing, #DigitalMarketing, #MarketingStrategies, #ConversionRates, #AudienceNurturing, #OmnichannelPresence

Up next, a conversation with Michelle Teo, who helps B2B SaaS companies improve their conversion rates. With a strong focus on high-stakes decision-making, Michelle brings a unique perspective to conversion rate optimisation (CRO). We explored big-picture strategies, practical applications, and actionable insights. How do you get the right data for CRO? What does an effective funnel audit look like? How do you balance assumptions with data? And what role does AI play in shaping B2B SaaS growth? Founders and marketers, this episode is a gold mine, especially as you plan for next year’s budgets. I've learned that: Understanding the customer journey is vital – mapping it out helps identify key touchpoints to optimise for better engagement and conversions. Effective messaging drives action – clear, customer-focused messaging resonates and inspires confidence in potential buyers. CRO should match your business stage – aligning strategies with maturity ensures maximum impact and ROI. Unit economics guide growth – knowing your financial levers helps scale profitably and sustainably. AI is transforming CRO – while promising, it demands thoughtful integration to maintain trust and value. Networking builds careers – relationships expand reach and unlock new opportunities. Partnerships need nurturing – investing in long-term collaboration amplifies impact but requires ongoing attention. In this episode, we cover: 24:04 - Understanding Conversion Rate Optimisation 33:16 - Differentiating B2B and E-commerce CRO Strategies 40:32 - Tailoring Websites for Diverse Customer Segments 45:47 - The Role of Data in CRO Decision-Making 56:40 - Balancing Assumptions and Data in CRO 01:01:55 - Navigating Product Messaging Challenges 01:07:49 - Leveraging Partnerships for Growth 01:17:58 - The Future of AI in B2B SaaS Listen to this episode on: Spotify: https://open.spotify.com/episode/2Ca0RcwLnm2Z9eFq4kle9t Apple: https://podcasts.apple.com/fr/podcast/18-conversion-rate-optimisation-101-for-b2b-saas-with/id1524693328?i=1000678806732&l=en-GB YouTube: https://youtu.be/Ud7lmNpl0cQ NerdCow: https://nerdcow.co.uk/podcasts/conversion-rate-optimisation-b2b-saas/ Where to find Michelle Teo: LinkedIn: https://www.linkedin.com/in/michellecarolineteo/ Website: https://www.demandconversion.com/ Where to find me: LinkedIn: https://www.linkedin.com/in/tomaszlisiecki/ Website: https://nerdcow.co.uk/ Newsletter: https://webabunga.com/ Thanks! conversion rate optimisation, startup lessons, productivity, networking, cultural differences, Conversion Rate Optimisation, B2B, E-commerce, Customer Journey, Sales Cycle, Data Analysis, ICP, Website Optimisation, Marketing Strategies, User Experience, product messaging, revenue impact, conversion rates, customer feedback, partnerships, AI in SaaS, growth strategies, qualitative research, business development, B2B trends

Up next, a conversation with Pablo Asensio, who helps startup and scaleups to increase their annual revenue. He's passionate about product led growth companies and website strategy. We explored both loaded topics and ended up asking many difficult questions. How to think of a website as a PLG business? How do you even know that a website is a problem? What are the important pages? What does an effective pricing page look like? Many more. I've learned that: Your website’s like a 24/7 salesperson – it never clocks off, so it needs to nail your value proposition and guide visitors smoothly. The homepage does the heavy lifting – it’s where most people land, so make sure it’s engaging and sets the tone for the rest of the site. Pricing pages are underrated – they can make or break a deal. Keep them simple, clear, and use clever psychological pricing to nudge decisions. Simplicity is everything – no need to cram in loads of features or overcomplicate things. Clear messaging and sleek design always win. Treat your website like a product – it’s not a “set it and forget it” job. Keep tweaking, testing, and aligning it with your business goals. In this episode, we cover: 03:39 - Understanding Website Strategy for PLG Companies 10:00 - The Role of Websites in the Sales Funnel 18:45 - Website as a Dynamic Tool for Business Growth 32:37 - Key Pages on a Website: Homepage and Pricing 34:50 - Psychological Pricing Strategies 39:31 - Streamlining User Experience on Pricing Pages 57:11 - The Importance of Design and User Psychology 01:12:10 - The Website as Your Best Salesperson Listen to this episode on: ⁠Spotify: https://open.spotify.com/episode/3zK7B47iWpKgrPJMDA2CtG Apple: https://podcasts.apple.com/us/podcast/17-your-website-the-silent-salesperson-driving-growth/id1524693328?i=1000678079166 YouTube: https://youtu.be/c7FBUmsc_Gk NerdCow: https://nerdcow.co.uk/podcasts/silent-salesperson-driving-growth/ Where to find Pablo Asensio: LinkedIn: https://www.linkedin.com/in/pabloasensio/ Website: https://8percentgrowth.com/ Where to find me: LinkedIn: ⁠⁠https://www.linkedin.com/in/tomaszlisiecki/⁠⁠ Website: ⁠⁠https://nerdcow.co.uk/⁠⁠ Newsletter: ⁠⁠https://webabunga.com/⁠⁠ Thanks! website strategy, product-led growth, sales funnel, business growth, website management, marketing tools, user engagement, website optimization, digital marketing, customer journey, website design, business objectives, data-driven design, homepage, pricing strategies, user experience, features vs benefits, testimonials, marketing, SaaS, B2B, website design, user psychology, landing page, marketing strategies, digital marketing, copywriting, branding, business growth, customer engagement

Up next, a conversation with Spyros Tsoukalas. He’s a no-code advocate with a sharp focus on building efficient, cost-effective solutions for startups and businesses. In this episode, we explore how no-code and low-code technologies, combined with AI, are transforming software development and prototyping. We spoke about navigating the challenges of no-code adoption, the importance of clear communication in partnerships, and the rise of no-code as a profession. From educating stakeholders to overcoming resistance from traditional developers, this episode offers valuable insights into building agile, impactful solutions. I've learned that: No-code tools let non-developers get hands-on, meaning marketing teams can create and test things like landing pages or workflows without waiting on developers. Adding AI to no-code setups makes things faster and more effective, helping marketers manage tasks or experiment with ideas more easily. It’s great for building MVPs and prototypes, so you can test ideas without a big commitment upfront. No-code saves time and money, making it a practical option for teams trying to work within tight budgets and deadlines. Understanding no-code’s benefits helps marketers and founders use it confidently, especially when introducing it to their teams. There are limits to how much you can customise, so it’s important to know when no-code is the right tool for the job. The flexibility of no-code tools means you can tweak things as you go, which is really helpful for adapting campaigns quickly. Good communication with partners and stakeholders is key to getting the most out of no-code projects and avoiding missteps. In this episode, we cover: 06:02 Use Cases and Advantages of No Code 09:05 Challenges and Limitations of No Code 18:03 No Code in Product Development and Prototyping 28:15 Engaging with Partners for Project Development 30:39 Agility in Development and Iteration 34:15 Educating Partners on No-Code Benefits 38:31 The MVP Goal and Outsourcing Development 01:08:41 Efficiency and Resource Management with No-Code Listen to this episode on: ⁠Spotify: https://open.spotify.com/episode/5y06c1j9TqtQpwZNZQll0F⁠ Apple: https://podcasts.apple.com/fr/podcast/16-no-code-solutions-unlocking-efficiency-agility-and/id1524693328?i=1000677239354&l=en-GB YouTube: https://youtu.be/rbCbN0pORV8 NerdCow: https://nerdcow.co.uk/podcasts/no-code-solutions-ai/ Where to find Spyros Tsoukalas: LinkedIn: https://www.linkedin.com/in/spyrostsoukalas/ Website: https://www.nocodementor.io/ Where to find me: LinkedIn: ⁠⁠https://www.linkedin.com/in/tomaszlisiecki/⁠⁠ Website: ⁠⁠https://nerdcow.co.uk/⁠⁠ Newsletter: ⁠⁠https://webabunga.com/⁠⁠ Thanks! No Code, Low Code, AI, Software Development, MVP, Prototyping, Automation, Startups, Technology, Digital Transformation, no-code, low-code, MVP, partnership, stakeholder communication, agile development, feasibility study, project management, software development, business relationships, communication, partnerships, team dynamics, accountability, no-code solutions, social technology, efficiency, enterprise applications, mobile apps, mentorship

Up next, a conversation with Brendan McNulty. He's an expert in conversion rate optimisation - specifically for ecommerce brands. Having worked with companies like Nike and Canon, he brings to the conversation many interesting points. Even applicable to small businesses. We spoke about the conversion optimisation on the business-level, website-level, and everything in between. You'll learn what to do when you've got little traffic and what less tangible metrics to follow. How to deal with stakeholder misalignment? How to define "enough"? Anyways, I loved the chat. I hope you'll love it, too :) I've learned that: Data should inform but not blind decision-making. Engaging with communities can lead to fruitful connections. A/B testing is essential for data-driven decision-making. Best practices must be tailored to specific user contexts. Understanding user motivation is key to website optimization. Optimizing a website means optimizing user thought patterns. The website should meet users' expectations, not the other way around. Identifying drop-off points in the user journey is crucial for improvement. A/B testing can be challenging with low traffic, requiring educated guesses. Using PPC for testing can validate messaging effectiveness. In this episode, we cover: (06:06) The Ideation Process (20:19) Understanding Stakeholder Management (34:51) Building Trust and Value in Collaboration (37:29) The Importance of Stakeholder Alignment (39:50) Challenges in Website Optimization (40:40) Maximizing Website Revenue (44:18) The Science of A/B Testing (47:30) Mitigating Risks in Website Investments (51:47) The Role of Research in Product Development (56:35) Understanding Decision-Making Under Uncertainty (01:01:14) The Balance of Data and Decision-Making (01:06:36) Real-Life A/B Testing Success Stories (01:10:11) Understanding User Motivation and Website Optimization (01:18:11) Navigating the User Journey and Drop-Off Points (01:25:14) The Importance of Value Proposition in Conversion Rate Optimization Listen to this episode on: ⁠Spotify: https://podcasters.spotify.com/pod/show/whatsweb/episodes/15--Deep-dive-optimising-conversions-with-data-and-trust-with-Brendan-McNulty-e2qpss7 Apple: https://podcasts.apple.com/fr/podcast/15-deep-dive-optimising-conversions-with-data-and/id1524693328?i=1000676401978&l=en-GB YouTube: https://youtu.be/_DrzIkM1xsk NerdCow: https://nerdcow.co.uk/podcasts/optimising-conversions-with-data-and-trust/ Where to find Brendan McNulty: LinkedIn: https://www.linkedin.com/in/brendanmcnulty/ Website: https://brendanmcnulty.com/ Where to find me: LinkedIn: ⁠⁠https://www.linkedin.com/in/tomaszlisiecki/⁠⁠ Website: ⁠⁠https://nerdcow.co.uk/⁠⁠ Newsletter: ⁠⁠https://webabunga.com/⁠⁠ Thanks! podcast, conversation, ideation, stakeholder management, website optimization, user research, data analysis, business growth, consulting, collaboration, stakeholder alignment, website optimization, revenue generation, A/B testing, risk mitigation, product development, decision-making, data analysis, user experience, conversion rate, website optimization, user journey, conversion rate, value proposition, customer feedback, A/B testing, user experience, digital marketing, e-commerce, product management

Up next, a conversation with Matt Kidd. Since I met him a couple of years ago, I've known I wanted to talk to him. He leads a talented team of GETREKT Labs who helps brands to take advantage of live streaming as their marketing channel. Having worked with brands like Samsung or Microsoft, he is a walking mine of best practices and examples of how companies can tap into the power of live events and campaigns. Me, as a person working in the B2B space, I wanted to find out what we are all missing out on, and that's exactly what I did, and I wasn't disappointed at all. I've learned that: Live streaming is crucial for engaging younger audiences. Non-endemic brands face challenges in adapting to live streaming. B2B live streaming is still underdeveloped compared to B2C. Successful brands like Samsung effectively engage audiences through tailored live streaming strategies. Navigating the unpredictability of streaming requires careful planning and adaptability. Common misconceptions about live streaming include underestimating the complexity and costs involved. Gamification can enhance audience engagement and retention during live streams. Brands need to give live streaming time to build momentum, similar to SEO strategies. Streamers must treat their channels as businesses to succeed long-term. Future trends in live streaming include increased brand integration and technological advancements. In this episode, we cover: (00:54) The Power of Live Streaming for Brands (02:18) Engaging Younger Audiences Through Twitch (06:42) Repurposing Live Stream Content (11:04) Challenges and Opportunities in Live Streaming (20:14) B2B vs B2C in Live Streaming (29:05) Creative Campaigns and Success Stories (34:32) Navigating the Unpredictability of Streaming (36:01) Tools for Finding Underserved Communities (37:36) Challenges in Justifying Twitch to Brands (38:24) Common Misconceptions About Live Streaming (40:20) Gamification and Engagement Strategies (46:11) Leveraging Different Platforms for Live Streaming (59:20) The Importance of Niche and Flexibility in Streaming (01:02:48) Future of Live Streaming and Technology Listen to this episode on: ⁠Spotify: https://podcasters.spotify.com/pod/show/whatsweb/episodes/14--Beyond-Gaming-Live-Streaming-for-B2B---Strategy--Engagement--Examples-with-Matt-Kidd--GETREKT-e2qgfca Apple: https://podcasts.apple.com/fr/podcast/14-beyond-gaming-live-streaming-for-b2b-strategy-engagement/id1524693328?i=1000675570863&l=en-GB YouTube: https://youtu.be/x0cNcQl-WRM Where to find Matt Kidd: LinkedIn: https://www.linkedin.com/in/matt-kidd-live-stream-design/ Website: ⁠https://getrektlabs.com/ Where to find me: LinkedIn: ⁠⁠https://www.linkedin.com/in/tomaszlisiecki/⁠⁠ Website: ⁠⁠https://nerdcow.co.uk/⁠⁠ Newsletter: ⁠⁠https://webabunga.com/⁠⁠ Thanks! live streaming, marketing, audience engagement, brand presence, content repurposing, endemic brands, non-endemic brands, B2B, B2C, Twitch, live streaming, B2B marketing, gaming industry, audience engagement, marketing strategies, Twitch, brand activation, misconceptions, platform strategies, creativity, mobile streaming, content creation, live streaming, gaming, brand integration, Twitch, creator economy, audience engagement, streaming technology, future of streaming

Up next, a conversation with Caroline Voaden. She has over 9 years of experience in copywriting and content strategy for B2B. Her favourite topic are white papers for reasons you will learn by listening to the episode. Since, I'm in the middle of publishing a white paper, I had even more questions than I normally do. If you're a person like me who constantly explores new ways to create valuable pieces of content for the audience, you'll find this conversation extremely insightful. I've learned that: White papers provide long-term value - They are a worthwhile investment that supports ongoing marketing goals. Different types cater to various funnel stages - White papers can engage audiences from awareness to decision-making. Stakeholder alignment is essential - Coordinating input from all stakeholders helps create focused, cohesive content. Prioritise education over sales - White papers should inform and educate, building trust rather than pushing a direct sale. Fact-checking is critical - In the age of AI, accuracy is essential to maintain credibility. Long-form content remains valuable - White papers continue to hold relevance, especially for in-depth insights. Dedicated landing pages boost visibility - A specific landing page helps ensure the white paper reaches its audience. Repurpose white paper content - Content can be transformed into multiple formats for broader engagement. Track Marketing Qualified Leads (MQLs) - MQLs are a key metric to measure white paper effectiveness. Nurture leads with email sequences - Follow-up sequences with white paper downloaders can improve conversion rates. Plan robust distribution strategies - White papers require thoughtful, targeted distribution for maximum impact. In this episode, we cover: (01:22) Why white papers matter in B2B marketing (04:17) Types of white papers: vanilla, strawberry, and chocolate (07:46) Advantages of white papers over other formats (10:11) Challenges in creating effective white papers (21:17) Research and data collection for white papers (40:42) The Importance of writing before designing (41:57) The act of writing: tips and techniques (43:50) Overcoming writer's block and research strategies (49:35) The myth of short attention spans (54:46) Using AI in copywriting (58:24) Effective distribution of white papers (01:05:27) Measuring success: metrics and KPIs Listen to this episode on: ⁠Spotify: https://podcasters.spotify.com/pod/show/whatsweb/episodes/13--How-to-write-a-B2B-white-paper-101-with-Caroline-Voaden-e2q7rkb Apple: https://podcasts.apple.com/us/podcast/13-how-to-write-a-b2b-white-paper-101-with-caroline-voaden/id1524693328?i=1000674685327 YouTube: https://youtu.be/J49pRlV1zIQ Where to find Caroline Voaden: LinkedIn: ⁠https://www.linkedin.com/in/caroline-voaden-34002166/⁠ Website: ⁠https://www.storycopywriting.co/⁠ Where to find me: LinkedIn: ⁠⁠https://www.linkedin.com/in/tomaszlisiecki/⁠⁠ Website: ⁠⁠https://nerdcow.co.uk/⁠⁠ Newsletter: ⁠⁠https://webabunga.com/⁠⁠ Thanks! white papers, B2B marketing, content marketing, lead generation, stakeholder alignment, research, data collection, marketing funnel, content strategy, business objectives, white papers, research, writing process, storytelling, data representation, fact-checking, engagement, proprietary data, narrative structure, content strategy, content creation, readability, AI tools, white papers, distribution strategies, marketing metrics, behavioral fit, MQLs, white papers, lead nurturing, content marketing, email sequences, instant access, credibility engine, marketing strategy, content creation

In this episode, I invited Craig to talk a little bit more about the role of positioning in high conversion websites, but also creating positioning and messaging that resonates with multiple personas as it often is in B2B. But finally, since he is a comedian, I wanted to touch upon injecting humor in our brand and into our copywriting, everything in between. I've learned that: - Positioning is an ongoing process, not a one-time task. - Humor can be a powerful tool in marketing communications. - Positioning should precede website development. - Niche markets require different messaging strategies. - Failure can provide valuable data for future decisions. - Appealing to too many audiences at once should be avoided. - Positioning can differentiate similar products in a competitive landscape. - Targeting specific segments can lead to better market penetration. - Finding your brand's voice is a journey. - Positioning should address medium-sized problems. In this episode, we cover: - (00:00) Introduction to the Conversation - (01:10) The Importance of Positioning and Messaging - (02:25) Simplifying Your Message for Better Clarity - (03:55) Balancing Features and Outcomes in Messaging - (11:31) Team Alignment and Stakeholder Collaboration - (20:07) Validating Assumptions with Data - (28:49) Crafting Messaging for Multiple Personas - (42:40) Common Pitfalls in B2B Positioning - (46:36) Choosing the Right Market Segment - (48:21) The Importance of Repositioning - (51:41) Brand and Product Evolution - (58:06) Targeting Niche Markets - (59:19) Challenges in Creating New Categories - (01:01:06) Effective Positioning Strategies - (01:21:14) The Role of Customer Research - (01:30:41) Lowering the Barrier to Commitment - (01:31:07) Using Surveys to Initiate Conversations - (01:32:27) Incentivising Participation - (01:32:45) Combining Surveys with Interviews - (01:33:06) Networking and In-Person Interactions - (01:33:37) Case Study: Gaming Industry Outreach - (01:34:19) Platforms for User Research - (01:35:00) Testing Messaging Hierarchies - (01:36:30) Humor in Marketing - (01:42:27) Lessons from Stand-Up Comedy - (01:52:40) Final Thoughts and Contact Information Listen to this episode on: ⁠- Spotify: https://podcasters.spotify.com/pod/show/whatsweb/episodes/12--Whats-the-role-of-positioning-in-high-conversion-websites--with-Craig-Brown--Troubadour-e2puf7o - Apple: https://podcasts.apple.com/us/podcast/12-whats-the-role-of-positioning-in-high/id1524693328?i=1000673814364 - YouTube: https://youtu.be/iF1MzzvABVA Where to find Craig Brown: - LinkedIn: https://www.linkedin.com/in/craigobrown/ - Website: https://www.troubadour.co/ Where to find me: - LinkedIn: ⁠https://www.linkedin.com/in/tomaszlisiecki/⁠ - Website: ⁠https://nerdcow.co.uk/⁠ - Newsletter: ⁠https://webabunga.com/⁠ Thanks! networking, personal introduction, B2B marketing, messaging, positioning, internal alignment, testing, website conversion, SaaS, stakeholder engagement, uncertainty, decision making, customer personas, messaging, B2B startups, positioning, niche markets, product marketing, brand marketing, SaaS, risk management, market disruption, CRM innovation, startup positioning, market segmentation, go-to-market strategies, customer research, humor in marketing, humor, marketing, B2B, risk aversion, brand voice, positioning, messaging, creativity, audience engagement, startup challenges

In this episode, I speak with Vassy about building a stellar brand through the power of messaging and positioning. We dive into helping business owners, founders, and marketers become better digital professionals, build stellar brands, and accelerate growth. It was a truly insightful conversation. The one I'll keep coming back to. I look forward to applying what I've learned in my own business. It's a must listen for those who work with branding, messaging, and content in any capacity. In this episode, we cover: 00:00 Personal brand vs business brand 06:10 The importance of trust in branding 08:56 Understanding brand, positioning, and messaging 15:02 Challenges in building a brand 19:52 Positioning and messaging strategies 27:01 Navigating stakeholders in B2B branding 29:20 Understanding your Ideal Customer Profile (ICP) 35:06 Balancing simplicity and depth in messaging 49:56 Jobs to Be Done framework: A user-centric approach 57:18 Understanding customer conversations 01:00:31 The role of AI in marketing 01:05:58 Building a personal brand 01:10:27 The personal branding blueprint 01:16:09 Navigating customer needs 01:22:53 Final thoughts and future directions Watch the episode on YouTube: https://youtu.be/_Ir0FYnasKE Where to find Vassilena Valchanova: Vassy's Brand Messaging framework: https://valchanova.me/brand-messaging-framework-template/ The Personal Branding Blueprint course: https://valchanova.me/personal-branding/ LinkedIn: https://www.linkedin.com/in/vasvalch/ Website: ⁠https://valchanova.me/ Get "The Personal Branding Blueprint" course from Vassy for €99 before the end of October with the discount code WHATSWEB ⁠⁠https://valchanova.me/personal-branding/⁠⁠ . Where to find me: LinkedIn: ⁠https://www.linkedin.com/in/tomaszlisiecki/⁠ Website: ⁠https://nerdcow.co.uk/⁠ Newsletter: ⁠https://webabunga.com/⁠ Referenced: "Obviously Awesome" by April Dunford Thanks! brand messaging, personal brand, business brand, trust, positioning, messaging, B2B branding, marketing strategies, customer feedback, stakeholder alignment, Ideal Customer Profile, Messaging, Simplicity, Depth, Jobs to Be Done, Customer Research, Marketing Strategy, Value Proposition, User Experience, Brand Positioning, customer conversations, AI in marketing, personal branding, customer needs, marketing strategy

In this episode, I chat with Sam, a pitch deck specialist who knows what it takes to catch an investor’s eye. We’re breaking down the essentials of creating a deck that tells a story, avoids common mistakes, and hits the right balance between visuals and content. If you’re a founder gearing up to pitch or just curious about what makes a deck work, you’ll want to stick around for tips on how to craft a presentation that doesn’t just look good but lands results. In this episode, we cover: (00:00) Introduction to pitch decks (03:53) Common misconceptions about decks (09:38) Crafting a compelling story (29:16) Slide structure for clarity (33:14) Practicing and feedback (36:22) Tools for designing decks (47:39) AI in deck creation Watch the episode on YouTube: https://youtu.be/PZnsJ2n_WqE Where to find Sam Eisenberg: LinkedIn: https://www.linkedin.com/in/sam-shmuel-eisenberg/ Website: https://www.designfordecks.com/ Where to find me: LinkedIn: ⁠https://www.linkedin.com/in/tomaszlisiecki/⁠ Website: ⁠https://nerdcow.co.uk/⁠ Newsletter: ⁠https://webabunga.com/⁠ Thanks!

This episode genuinely blew my mind - you’ll hear it for yourself. At one point, I almost wanted to disconnect from the call to implement the advice in my own business! Ibrahim Zaghw shares high-level insights on content strategy, ready-to-use frameworks, and actionable tips that you can start using right away. I’m honoured to have featured him on the show and am confident you’ll walk away from this conversation feeling energised and clear on your next steps for content strategy. In this episode, we cover: (00:00) Understanding Customer Motivations (04:37) The Importance of Buyer Personas (08:26) Stakeholders in B2B Purchases (20:11) Elements of Value in B2B Transactions (26:31) Jobs to Be Done Framework (40:53) Power of Iterations (45:15) Content Marketing Metrics (48:06) Quality vs. Vanity Metrics (55:25) Optimizing Content Based on Feedback (59:21) Segmentation in Content Strategy (01:03:21) The Limbic Map (01:07:06) The TEEL Framework (01:22:16) Recycling and Repurposing Content (01:41:18) Limitations and Strategic Use of Content (01:52:50) Recommended Books Watch the episode on YouTube: ⁠⁠https://www.youtube.com/watch?v=KV23z7Hsck8 Where to find Ibrahim Zaghw: LinkedIn: https://www.linkedin.com/in/ibrahim-zaghw/ Where to find me: LinkedIn: ⁠⁠https://www.linkedin.com/in/tomaszlisiecki/⁠⁠ Website: ⁠⁠https://nerdcow.co.uk/⁠⁠ Newsletter: ⁠⁠https://webabunga.com/⁠⁠ Referenced: The Elements of Value by Bain & Co Jobs to Be Done by Tony Ulwick Competing Against Luck by Clayton Christensen Playing to Win by A.G. Lafley and Roger L. Martin Thinking in Bets by Annie Duke They Ask, You Answer by Marcus Sheridan The Sense of Style by Steven Pinker Epic Content Marketing by Joe Pulizzi The Elements of Style by William Strunk Jr. and E.B. White Letting Go of the Words by Janice (Ginny) Redish Thanks!

In this episode, I talk with Amritha Mani, a consultant turned entrepreneur. She's been to 25+ countries, advocates optimising life for the deathbed, and has a passion for helping young people find work they love. We've had an engaging conversation around optimising life for deathbed, taking bold risks and embracing failure, marketing struggles in the Indian market, working with young audience on LinkedIn, and much more. I learned that we need to be the wind of change if we want to see the World go in a different way. Better yet, it's not too late for anyone to start. Just do it now. I hope you end up feeling inspired like I did. In this episode, we cover: (00:50) Optimising for the Deathbed (03:45) The Power of Not Caring (09:28) Calculated Risk-Taking in Business (13:40) Entrepreneurial Journey and Challenges (20:36) Marketing Struggles and Insights (33:26) Balancing Authenticity and Strategy on LinkedIn (35:50) Helping Young People Find Meaningful Work (44:20) The Importance of Knowing Your Values (46:13) Challenges of Entrepreneurship in the Indian Market (52:26) Navigating Sales Calls with Cultural Sensitivity Watch the episode on YouTube: ⁠https://youtu.be/AqwijDm7jVw Where to find Amritha Mani: LinkedIn: https://www.linkedin.com/in/claritywithamritha/ Website: https://thedreambuildersclub.com/ Where to find me: LinkedIn: ⁠https://www.linkedin.com/in/tomaszlisiecki/⁠ Website: ⁠https://nerdcow.co.uk/⁠ Newsletter: ⁠https://webabunga.com/⁠ Thanks!

In this episode, I chat with Geraldine Maclear, an expert in SEO and copywriting, about how small businesses and startups can enhance their SEO efforts. Geraldine explains how her background in software engineering and volunteering led her to SEO, and why having a technical understanding of websites is crucial for making SEO effective. You’ll learn about common SEO misconceptions and why installing a plugin is just the beginning, not the end. We delve into the technical side of SEO—covering image optimisation, title tags, and why it’s essential to fix technical issues first. Geraldine also provides practical advice on keyword research, domain authority, and backlinks. If you're wondering how to perform a technical audit or optimise your site, this episode has you covered. By the end, you'll have a clearer idea of what it takes to compete in SEO, from creating engaging content to ensuring your pages are properly indexed on Google. Geraldine shares actionable steps you can implement straight away, plus insights on integrating SEO with other marketing strategies like Google Ads. If you're ready to improve your website’s performance, this episode is a must-listen! In this episode, we cover: 00:00 Introduction and Geraldine's journey to SEO 02:20 The Intersection of software engineering and SEO 06:07 Understanding SEO: Common mistakes and misconceptions 10:20 Image optimisation best practices 13:18 The long-term game of SEO 16:37 Keyword research and domain authority 23:10 Technical SEO and website performance 55:11 Optimising meta tags and on-page elements 55:52 Importance of internal linking 56:27 Off-page SEO and backlinks 58:00 Technical SEO: The foundation 01:00:11 On-page SEO: Content and keywords 01:00:17 Effective backlink strategies 01:01:41 Technical SEO: DIY fixes 01:13:51 SEO for new vs. existing websites 01:16:54 Keyword cannibalisation explained 01:20:57 SEO tools and resources 01:36:04 Final thoughts on SEOWatch the episode on YouTube: https://youtu.be/aiBnJ5j4zBM Where to find Geraldine Maclear: LinkedIn: https://www.linkedin.com/in/geraldinemaclear/ Website: https://happypedals.ca/ Where to find me: LinkedIn: https://www.linkedin.com/in/tomaszlisiecki/ Website: https://nerdcow.co.uk/ Newsletter: https://webabunga.com/ Thanks!

Dawid Zimny is a product manager and an Agile evangelist at NerdCow - a London-based agile web design agency. He has greatly contributed to the team's efficiency and customer satisfaction. In this episode, we discuss some of the concepts present in agile teams, that is: estimating your work, embracing the mindset and defining value. You can find Dawid on LinkedIn and Twitter.

In this episode, my friend Jon Jackson interviews me on the subject of using agile in web design. You will learn: More about myself How was it growing from solo freelancer to micro agency? How painful was my old way of working? What does Agile mean for me and what made me want to try it in a web agency context? Questions?

In this episode I take you through the process of building an impactful website for your business. We follow the described approach here at Nerd Cow, but I'd love to see other agencies giving it a go. The results are truly amazing. But I also recognise there is always room for improvement, so if you have any thoughts after listening, please share with me. Thanks!

It often comes as a surprise when I talk to people when I mention user experience being the most important factor in search engine ranking. I decided to share a few thoughts on that topic and give you a few tips on how to make the most out of it. If you are wondering what else you can do to position your website higher in Google, then listen to this episode.

In this episode we try to explore the meaning behind web design. When you Google "web design" what do you really mean? Do you get relevant search results? In aid of the quest, I take you through the recent events in my company that made me question that phrase. Do you agree with me? Do you hold a different view? I look forward to hearing from you.