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:
In this episode, we cover:
Listen to this episode on:
Where to find Andy Crestodina:
Where to find me:
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:
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:
Listen to it here:
Key takeaways:
You can find Scott on LinkedIn here:
If you'd like to follow up with me, try these:
#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:
In this episode, we cover:
Listen to this episode on:
Where to find Michelle Teo:
Where to find me:
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:
In this episode, we cover:
Listen to this episode on:
Where to find Pablo Asensio:
Where to find me:
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:
In this episode, we cover:
Listen to this episode on:
Where to find Spyros Tsoukalas:
Where to find me:
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:
In this episode, we cover:
Listen to this episode on:
Where to find Brendan McNulty:
Where to find me:
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:
In this episode, we cover:
Listen to this episode on:
Where to find Matt Kidd:
Where to find me:
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:
In this episode, we cover:
Listen to this episode on:
Where to find Caroline Voaden:
Where to find me:
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:
Watch the episode on YouTube:
Where to find Vassilena Valchanova:
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:
Referenced:
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:
Watch the episode on YouTube:
Where to find Sam Eisenberg:
Where to find me:
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:
Where to find Ibrahim Zaghw:
Where to find me:
Referenced:
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:
Watch the episode on YouTube:
Where to find Amritha Mani:
Where to find me:
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:
Where to find Geraldine Maclear:
Where to find me:
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.
In this episode, my friend Jon Jackson interviews me on the subject of using agile in web design.
You will learn:
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.