In episode 143 of the SEOLeverage Podcast, Gert Mellak and Greg Merrilees discuss the evolving landscape of website design, particularly in the context of e-commerce. They explore the integration of AI in website development, the importance of understanding client needs, and the best practices for designing effective product pages.

The discussion also highlights the significance of personalization and the need for continuous improvement in website design to enhance user experience and conversion rates.

Key Takeaways:

• AI tools can help new businesses quickly establish an online presence.

• Established businesses should not replace their existing websites with AI-generated ones.

• Understanding client needs is crucial for effective website design.

• Product pages should provide comprehensive information to aid conversion.

• Learning from industry leaders can inform better design practices.

• Differentiation from competitors is essential for brand success.

• Personalization is becoming an expectation in online shopping experiences.

• Iterative design and testing can lead to significant improvements in conversion rates.

Podcast Highlights

02:30 AI and Website Fundamentals

Greg explains that while AI tools can help beginners create quick test sites, established businesses shouldn't rely on AI alone. Successful websites need strong brand positioning, trust-building design, and a deep understanding of user behavior.

09:30 E-Commerce Design Mistakes and Fixes

Greg points out common e-commerce mistakes like thin product pages or missing proof elements. He emphasizes adding "Why Choose Us" sections, testimonials, use cases, sticky CTAs, and comparison charts to build trust, extend time on page, and increase conversions.

15:45 Why You're Not Amazon

Greg reminds listeners: don't copy Amazon. Amazon works because of its brand power and customer trust. Smaller or challenger brands should focus on storytelling, differentiation, emotional connection, and visual hierarchy.

20:50 Personalization and AI Interaction

Both Gert and Greg explore AI-driven personalization using tools like Delphi, an interactive chatbot that guides visitors toward the right offer. Greg highlights how small touches—like using a visitor's name in forms or emails—can dramatically boost engagement and conversion rates. 

29:40 Redesign Strategy and Continuous Optimization

Greg advises businesses to study competitors regularly, use AI analysis tools for insights, and avoid full redesigns that could alienate loyal users. Instead, he recommends small, data-backed updates for steady growth.

Guest Website Info:

• Name: Greg Merrilees

• Role: Founder of Studio1 Design

• Website - https://studio1design.com/

Connect with Gert Mellak:

Website: https://seoleverage.com/

Email: info@seoleverage.com