Jonny Ross Fractional CMO

In this episode of the 90-Day Website Mastery Podcast, Jonny Ross and Pascal Fintoni tackle a critical question that could save your business thousands: Who actually owns your website after it's built? The discussion reveals the shocking truth about intellectual property rights in web design projects and provides a clear framework for protecting your business interests.

The episode also explores why the "Ostrich Effect" is destroying brand loyalty during tough economic times, examining research from System1's Jon Evans that exposes two dangerous marketing trends plaguing businesses today.

Finally, Jonny and Pascal share powerful automation tools, creative design resources, and actionable website improvements you can implement immediately.

If you're a business owner, marketing director, or anyone responsible for commissioning website projects, this episode could prevent costly mistakes and protect your digital assets.

The surprising truth: Design agencies often retain intellectual property rights unless specifically negotiated otherwise.

• This is not a legal right — it's a contractual arrangement that can be changed
• Key areas to clarify: custom code, design elements, stock images, plugins, and data ownership

What to do: Have an upfront conversation about IP ownership and negotiate licensing agreements

• Ensure you get perpetual licenses for any proprietary solutions the agency wants to retain
• Always verify that stock imagery and video licenses are properly transferred to your business
• Red flag: Never sign contracts without understanding exactly what you're buying vs. what you're licensing

Based on Jon Evans' research from System1 and insights from behavioral experts Roy Sutherland and Scott Galloway:

Two dangerous trends businesses fall into during economic uncertainty:

1. Cutting marketing budgets when times get tough
2. Switching to dull, rational, performance-driven campaigns that bore consumers

The Ostrich Effect: When people encounter guilt-inducing or distressing marketing, they metaphorically "bury their heads in the sand"

The solution: Create content that generates positive emotions, hope, and connection

• Key elements for effective marketing: Dialogue, music, storytelling, real people, and strong sense of place
• Opportunity during downturns: Media costs are often lower, giving you higher share of voice
• Roy Sutherland's advice: Ring-fence 10-15% of budget for testing and experimentation
• Remember: Emotions drive profit — boring, neutral content achieves nothing

Bardeen.ai (Jonny's pick):

• AI-powered workflow automation tool that works within your browser
• Key features: Right-click to send tables to Google Sheets, automate keyword rank checking, bulk content uploads
• Perfect for eliminating repetitive tasks and speeding up data management
• Think of it as: Advanced keyboard shortcuts for your entire workflow
• 
  

Canva Vertical Video Templates (Pascal's pick):

• Recently refreshed and significantly improved social media templates
• Perfect for: Creating professional reels, stories, and LinkedIn video content
• Pro tip: Repurpose your social media videos into longer website stories
• Addresses the common problem of spending more time on social media than website content

Jonny's Call to Action — Cookie Consent Banner Optimisation:

• Critical requirement: Essential for Google Ads and Bing Ads compliance
• The challenge: Make it compliant without being too intrusive
• Creative opportunity: Brand your banner with your colors, personality, and clever copy
• Goal: Get users to click "Allow" to maximise your analytics data
• Move beyond standard compliance wording to tell your brand story

Pascal's Call to Action — Establish Your AI Summary Baseline:

• Action required: Search for your business name and key employees across:
• Search engines: Google, Bing, Yahoo, DuckDuckGo
• AI platforms: ChatGPT, Perplexity, Copilot, Meta AI, Claude
• Document everything: Record what AI summaries currently say about your business
• Why this matters: AI summaries are becoming the new first impression for your brand
• Next phase: Use this baseline to strategically improve how AI platforms represent your business

1. Always clarify IP ownership before starting any website project
2. Don't cut marketing during tough times — it's your biggest opportunity
3. Create emotional connections rather than boring, rational content
4. Automate repetitive tasks to focus on creative, strategic work
5. Monitor your AI presence across all major platforms
6. Make compliance creative — even cookie banners can reflect your brand personality

02:15 – You Ask, We Answer: IP ownership question from client

03:20 – The surprising truth about website IP retention by agencies

05:40 – What does IP ownership actually cover? Code, images, and data

07:25 – How to negotiate licensing agreements and future-proof your project

09:10 – Website Stories: Why the Ostrich Effect is killing your brand

11:30 – Two dangerous trends: Budget cuts and boring advertising

13:45 – The behavioural science behind consumer avoidance

15:20 – Creating positive emotions vs. guilt-inducing marketing

17:10 – Rory Sutherland's insights on standing out during tough times

19:35 – Website Engine Room: Bardeen.ai workflow automation

21:20 – Pascal's pick: Canva's impressive vertical video templates

23:15 – Repurposing social media content for your website

24:40 – Website Call to Action: Cookie consent banner optimisation

26:10 – Pascal's challenge: Establishing your AI summary baseline

28:30 – Searching across major AI platforms for your brand

30:15 – Episode recap and key takeaways

intellectual property web design, website ownership rights, IP licensing agreements, cookie consent banner optimisation, ostrich effect marketing, emotional branding strategies, workflow automation tools, vertical video templates, website compliance requirements, behavioural marketing psychology, content repurposing strategies, search engine AI platforms

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👉 Subscribe to the 90-Day Website Mastery Podcast for more expert insights on SEO, content marketing, and website growth.

👉 Leave us a review — your feedback helps others discover the show!

👉 Book a discovery call: 90daymarketingmastery.com

👉 check our book "WebProud" on Amazon for more website mastery strategies

👉 Connect with us on LinkedIn:

• Jonny Ross
• Pascal Fintoni

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.

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.

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.

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.

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

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

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.

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

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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👉 Subscribe to the 90-Day Website Mastery Podcast for more expert insights on SEO, content marketing, and website growth.

👉 Leave us a review — your feedback helps others discover the show!

👉 Book a discovery call: 90daymarketingmastery.com

👉 check our book "WebProud" on Amazon for more website mastery strategies

👉 Connect with us on LinkedIn:

• Jonny Ross
• Pascal Fintoni

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.

In this episode of the 90-Day Website Mastery Podcast, Jonny Ross and Pascal Fintoni look into website image optimisation for SEO, exploring everything from file naming conventions to compression techniques.

The episode also features Purna Virji's backward design approach to content creation, a strategic framework that flips traditional content planning on its head by starting with desired business outcomes rather than keyword research.

Finally, Jonny and Pascal share two powerful productivity tools for content creators and provide actionable website improvements you can implement immediately.

If you manage a website, create content, or want to improve your site's performance and search rankings, this episode delivers essential insights and practical strategies.

• File Names: Use Pascal's formula "What is it + Who is it from" - replace generic names like "IMG_001.jpeg" with descriptive filenames like "linkedin-event-speaker-pascal-fintoni.jpg"
• Alt Tags: Add descriptive alternative text for screen readers and search engines - essential for Google Images rankings and accessibility
• Compression: Convert to WebP format (26% smaller than PNG) using tools like Squoosh or WordPress plugins to improve page load times

Instead of starting with keyword research, Purna Virji's backward design approach begins with your end goals:

3-Stage Framework:

1. Reflection: Define business outcomes, audience behaviour changes, and optimal content formats
2. Planning: Create a one-page content brief documenting target outcomes, audience questions, and platform preferences before writing
3. Measuring: Track the Four R's - Reach, Reactions, Response, Results

Designify.com (Jonny's pick):

• AI-powered image editing and enhancement platform
• Quickly transforms ordinary photos into professional-quality images
• Offers batch editing capabilities for multiple images
• Free version available with premium upgrade options

Screencastify (Pascal's pick):

• Screen recording tool for creating video messages and tutorials
• Records screen, webcam, or combines both
• Perfect for personalised client communications and educational content
• Great alternative to Dropbox Capture (which is being discontinued)
• Enables creation of "whiteboard Friday" style content for websites

Jonny's Call to Action - Image Compression:

• Audit all website images for file size optimisation
• Convert existing images to WebP format for faster loading
• Use compression tools or plugins to maintain quality whilst reducing file sizes
• Focus on homepage and key service page images that impact user experience

Pascal's Call to Action - Update Lead Magnets:

• Review and refresh all downloadable resources (eBooks, guides, toolkits)
• Research current terminology (consider "playbook" vs "eBook," "how-to guide" vs traditional formats)
• Optimise PDF file names using the "what is it + who is it from" formula
• Update landing page copy to reflect current brand messaging and language
• Re-promote updated resources to existing contacts and new audiences
• Ensure resources are optimised for AI summary inclusion and citations

• Image optimisation remains crucial despite improved internet speeds and streaming capabilities
• Quality content planning starts with business outcomes, not keyword research
• Video content creation doesn't require expensive tools - simple screen recording can add significant value
• Regular audits of existing content and resources can yield immediate SEO and conversion improvements
• File naming conventions impact both SEO performance and professional presentation

01:46 - You Ask We Answer: Image SEO optimisation

04:47 – Google Images traffic and the importance of alt tags

05:38 – Pascal's formula for image file naming: "What is it + Who is it from"

06:35 - Website Stories: Backward design content strategy

08:42 – The three stages: Reflection, Planning, and Measuring

10:03 – Content briefs and thinking about desired outcomes first

14:17 - Website Engine Room: Designify and Screencastify apps

18:30 - Jonny's Call to Action: Compress and optimise website images

21:05 – Pascal's Call to action: Updating lead magnets and free downloads

26:04 – Final thoughts and episode wrap-up

image SEO best practices, alt tags for accessibility, file naming for SEO, backward design website strategy, practical SEO tools, AI video app, compression tools for websites, fast website load times, digital marketing advice, user experience improvements, audience engagement strategies, evergreen lead magnets

👉 Subscribe to the 90-Day Website Mastery Podcast — for more expert insights on SEO, content marketing, and website growth.

👉 Leave us a review — your feedback helps others discover the show!

👉 Book a discovery call: 90daymarketingmastery.com

👉 Connect with us on LinkedIn:

• Jonny Ross
• Pascal Fintoni

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.

In this milestone 40th episode of the 90-Day Website Mastery Podcast, Jonny Ross and Pascal Fintoni explore practical strategies to make your website work harder for you and reignite your pride in your online presence.

From tackling a logo refresh across the entire web, to persuading leadership teams about the true business value of SEO, through to powerful content creation tools and actionable website tweaks — this episode is packed with insights every business owner and marketer will want to hear.

If you are serious about improving your brand visibility, online authority, and customer engagement, this is an unmissable conversation.

Rebranding goes far beyond swapping a logo on your homepage. Jonny and Pascal share:

• How to plan and prioritise updating your logo across social media, directories, partner sites, and even back-office tools like invoices and email signatures.
• Why you should use your rebrand as a PR opportunity to make an announcement and create buzz.
• Practical tips for avoiding overwhelm by taking a “little and often” approach to updates.
• The importance of consistency across fonts, imagery, and video assets — not just the logo itself.

The hosts review Dan Taylor’s Search Engine Journal article on persuading senior executives to support SEO investments. Key takeaways include:

• Stop reporting only rankings and traffic — link SEO activities directly to revenue and customer acquisition.
• Use roadmaps and visual reports to communicate progress instead of overwhelming stakeholders with technical jargon.
• Apply a PESTLE framework (Political, Economic, Social, Technological, Legal, Environmental) to explain how external factors impact SEO performance.
• Always tie SEO goals to top-level business objectives, whether you’re a solopreneur or part of a larger team.

This week’s recommended apps for busy website managers and content creators:

Jonny’s Pick — Klap (Video Editing)

• AI-powered tool that transforms long-form videos into multiple short, branded clips.
• Ideal for creating engaging content quickly for LinkedIn, Instagram, and TikTok.
• Perfect for repurposing webinars, podcasts, and training sessions.

Pascal’s Pick — Pixlr (Photo Editor)

• AI suite that upscales and sharpens images, rescuing compressed or low-res visuals.
• Helps refresh outdated graphics for websites and social media headers.
• Quick way to modernise your brand assets without expensive reshoots.

Jonny and Pascal leave you with two powerful website tweaks you can implement immediately:

Jonny Ross — Personalised Content

• Use plugins like If-So Dynamic Content Personalization on WordPress to serve tailored content.
• Base personalisation on visitor behaviour, industry, or past engagement to increase relevance and conversions.

Pascal Fintoni — Refresh Your Company Updates

• Avoid audience fatigue by rethinking the layout and style of your company updates or news section.
• Introduce new structures, visuals, or storytelling formats to surprise and re-engage readers.
• Apply the same principle to newsletters and email campaigns to maintain attention.

00:00 Introduction to episode 40 and website mastery podcast

01:30 Podcast format and website management tips overview

02:40 Discussing logo update challenges and strategies

06:30 Updating branding across platforms and internal use

08:30 SEO buy-in: engaging leadership and practical advice

11:40 SEO reporting frameworks and strategic roadmaps

17:40 Website engine room: AI video editing and image upscaling apps

22:00 Website call to action: personalized content and engagement tips

website rebrand tips, brand refresh strategy, C-level SEO strategy, website content personalisation, improving user engagement online, website storytelling tips, repurposing video content, sharpening website images, practical SEO strategies, B2B website optimisation,

👉 Subscribe to the 90-Day Website Mastery Podcast — for more expert insights on SEO, content marketing, and website growth.

👉 Leave us a review — your feedback helps others discover the show!

👉 Book a discovery call: 90daymarketingmastery.com

👉 Connect with us on LinkedIn:

• Jonny Ross
• Pascal Fintoni

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.

In this insightful episode of the 90-Day Website Mastery Podcast, Jonny Ross and Pascal Fintoni tackle one of the hottest topics facing marketing leaders right now: Can AI-generated content harm your Google search rankings? The discussion dives deep into Google’s E-E-A-T guidelines, the risks and rewards of using AI for content creation, and the specific steps you must take to avoid damaging your website’s authority.

The episode also unpacks Philip Van Dusen's 2025 Content Marketing Strategy, revealing eight crucial mindset shifts that every CMO, Marketing Director, and CEO needs to understand as we head into the next phase of digital marketing. Finally, Jonny and Pascal share two powerful image creation tools, practical website adjustments, and actionable SEO tips you can implement immediately.

If you are responsible for driving growth, visibility, and authority for your brand online — this is an unmissable masterclass.

• Google does not penalise AI content simply for being AI-generated.
• The risk lies in low-quality, thin, repetitive or unhelpful content.
• Follow Google’s E-E-A-T principles: Experience, Expertise, Authoritativeness, Trustworthiness.
• Use AI as an assistant for ideation, outlines, research, and drafts.
• Always humanise, edit and add real value before publishing.
• Audience behaviour (high bounce rate, low engagement) is a much bigger penalty trigger than the technology itself.

Based on Philip Van Dusen’s 2025 Content Marketing Strategy, Jonny and Pascal break down 8 critical changes:

1. Shift from Volume to Value: Prioritise quality, depth, and usefulness over publishing frequency.
2. Create Connection & Community: Build private groups, run live Q&As, and encourage audience interaction.
3. Focus on Customer Journey Content: Craft content for awareness, consideration, and decision stages.
4. Leverage Micro-Content: Repurpose long-form content into multiple bite-size pieces for cross-platform promotion.
5. Tell Stories with Purpose: Use real stories that reflect your brand’s values and impact.
6. Hyper-Personalise Using Data and AI: Combine CRM data with AI for highly tailored content.
7. Use Individual Voices: Showcase real people behind the brand to build trust.
8. Experiment with Interactive Content: Integrate AR, VR, quizzes, and live streaming for deeper engagement.

ClipDrop.co (Jonny’s pick):

• AI-powered image capturing, editing, and enhancement tool.
• Ideal for creating professional graphics quickly and effortlessly.
• Great for marketing managers needing fast-turnaround visuals.

Flair AI (Pascal’s pick):

• Virtual studio for high-end product and service images.
• Allows creative, 3D-style visuals even for B2B or service businesses.
• Excellent for content promotion, event graphics, and e-books.

Jonny’s Call to Action:

• Add Anchor Links to long-form pages.
• Improve navigation, reduce bounce rate, and keep users engaged.

Pascal’s Call to Action:

• Add an Author Information Box to top-performing articles.
• Builds trust, credibility, and authority while improving click-through rates.

00:32 – Intro to AI and website optimisation

02:13 – The truth about AI-generated content and Google penalties

03:53 – Applying Google E-E-A-T principles

05:04 – User behaviour penalties vs. AI penalties

06:04 – How to train AI for your tone, style and audience

09:55 – Recap: AI as an assistant, not a replacement

10:06 – Content Marketing Strategy 2025: Philip Van Dusen’s 8 mindset shifts

17:54 – Deep dive: Quality over quantity & micro-content

19:12 – Website Engine Room: ClipDrop.co & Flair AI tools

22:43 – Website Call To Action: Anchor links & author info boxes

26:52 – Final reflections on using AI responsibly and effectively

AI content and Google penalties, E-E-A-T guidelines, content marketing strategy 2025, website SEO tips, AI tools for content creation, marketing leaders podcast, website optimisation, micro-content strategy, website call to action, digital marketing insights

👉 Subscribe to the 90-Day Website Mastery Podcast — for more expert insights on SEO, content marketing, and website growth.

👉 Leave us a review — your feedback helps others discover the show!

👉 Book a discovery call: 90daymarketingmastery.com

👉 Connect with us on LinkedIn:

• Jonny Ross
• Pascal Fintoni

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.

In this highly practical episode of the 90-Day Website Mastery Podcast, Jonny Ross and Pascal Fintoni tackle one of the most common questions faced by marketing leaders: How often should I update my website, and does it really help my SEO? They explore the delicate balance between content freshness and quality, and share actionable strategies you can immediately apply to improve your website’s performance.

Jonny and Pascal also discuss Google's latest AI-powered TV announcement from CES 2025, and how emerging AI technology could revolutionise small business marketing. Plus, they reveal two powerful AI tools — Notebook LM and Rytr — that help marketing teams produce high-quality content efficiently.

If you're a Marketing Manager, Marketing Director, CMO or business leader seeking smarter ways to drive organic growth, stay compliant, and build trust with your audience, this episode is packed with insights you can use today.

Jonny and Pascal explain how Google’s algorithm has evolved from rewarding frequent updates to prioritising high-quality, relevant content updates. They outline which parts of your website should be regularly reviewed — from About Us pages to case studies — and why strategic content creation beats quantity.

The hosts analyse Google's AI-powered TV technology and share practical applications for small businesses, including personalising customer journeys, generating blog inspiration, and streamlining content research.

Two standout AI tools are explored:

• Notebook LM (Google): Transform static content into interactive, audio-powered summaries and critiques, perfect for website audits, client research, and content planning.
• Rytr: An AI writing assistant that accelerates copywriting while maintaining SEO quality, ideal for blog posts, product descriptions, and ad copy.

Jonny introduces real-time social proof pop-ups — simple tools that display recent purchases or sign-ups to create trust and urgency for new visitors, ultimately boosting conversion rates.

Pascal explains how outdated privacy policies can impact Google rankings, legal compliance and visitor trust. He also discusses future regulations that may require businesses to declare AI use on websites.

00:17 – 02:08 – Introduction & celebrating WebProud’s launch

02:15 – 07:10 – Does updating your website improve SEO? The truth about content freshness

07:18 – 14:15 – Google’s AI-powered TV and how small businesses can leverage emerging AI

14:28 – 20:57 – AI tools that simplify content creation: Rytr and Notebook LM

21:09 – 26:30 – Website call to action: Implementing social proof pop-ups & reviewing your privacy policy

26:31 – 28:56 – Final reflections, action steps, and additional resources

• 
  
• Notebook LM by Google – notebooklm.google
• Rytr AI Copywriting Tool – rytr.me
• WebProud Book – Available now on Amazon
• 90-Day Website Mastery Programme – 90daymarketingmastery.com

Website SEO, content freshness, AI for marketing, Rytr AI, Notebook LM, Google Gemini, marketing AI tools, social proof pop-ups, website compliance, privacy policy updates, website optimisation, small business marketing UK

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👉 Leave a review on Apple Podcasts — your feedback helps us grow and serve you better.

👉 Visit 90daymarketingmastery.com to learn more about our Website Mastery Programme and book a discovery call with Jonny or Pascal.

👉 Follow Jonny Ross on LinkedIn and Pascal Fintoni on LinkedIn for daily tips and insights.

Jonny Ross is a digital marketing strategist and co-creator of the 90-Day Website Mastery Programme, helping businesses transform their online presence and drive measurable results.

Pascal Fintoni is a digital marketing trainer and AI consultant, passionate about helping businesses leverage emerging technologies to enhance their marketing efforts.

Episode Summary:

In this episode of the 90 Day Website Mastery Podcast, Jonny Ross and Pascal Fintoni dive deep into actionable strategies for marketing leaders who want to enhance website performance, improve content planning, and stay ahead of SEO changes. Learn how to break out of repetitive company updates, leverage Google's latest Search Console recommendations, use AI-powered tools like Leonardo.ai for visuals, and take simple but powerful actions to improve user experience and lead generation. This is your roadmap to becoming web proud.

[00:18] Why website content feels repetitive (and how to fix it)

[03:10] How to plan company updates with a simple, scalable spreadsheet method

[06:00] Turning social media posts into internal content assets

[07:40] The emotional power of behind-the-scenes updates

[09:10] Google Search Console updates — What marketing leaders need to know

[10:00] Google's AI direction: SEO, Search Console, and Google Trends insights

[12:34] Why Google Search Console remains underutilized by many marketers

[15:00] Google Trends vs. AI summaries: How search behavior is evolving

[19:07] Leonardo.ai — How AI image generation is reshaping website visuals

[23:22] MindMeister — Planning your website structure visually

[24:26] Simple website fixes: Breadcrumb navigation & internal linking

[27:03] Memberships, trade bodies, and trust-building content for B2B websites

Jonny and Pascal share a highly actionable content calendar system that starts with mapping key dates, events, and industry milestones. Learn how to structure updates that blend news, customer stories, and emotional content to keep your audience engaged.

Get practical insights on Google's Search Console Recommendations panel — a powerful but often overlooked tool for non-technical marketing leaders to identify optimization opportunities and boost organic search visibility.

Absolutely. Pascal explains how Google Trends offers real-time insights into changing search behavior, and how AI summaries are beginning to influence search patterns.

Discover Leonardo.ai for text-to-image generation that can produce high-quality, brand-consistent visuals. Pascal and Jonny also discuss how tools like MindMeister can help you map, plan, and future-proof your website structure.

Breadcrumb navigation is a small but powerful feature that boosts user experience and search rankings. Additionally, auditing and properly showcasing trade memberships can enhance credibility, trust, and conversion rates.

• Leonardo.ai — AI-powered image generation for marketers.
• MindMeister — Mind mapping tool for website structure planning.
• Google Search Console — Leverage new recommendations for better SEO.
• Google Trends — Real-time search behavior insights.

• Build content systems that scale — even with small teams.
• Apply the latest Google Search updates to stay competitive.
• Use AI tools effectively without sacrificing brand consistency.
• Improve UX and SEO with simple, overlooked website fixes.
• Build trust and authority through smart membership positioning.

👉 Subscribe to the podcast on Apple, Spotify, or your favorite app.

👉 If you found value, please leave us a review — it helps others discover the show.

👉 Visit 90DayMarketingMastery.com to learn more or to book your discovery call with Jonny or Pascal.

👉 Follow us on LinkedIn for more live episodes, expert insights, and updates.

Jonny Ross is a leading digital strategist, SEO expert, and founder of Fleek Marketing, helping businesses unlock the full commercial potential of their websites.

Pascal Fintoni is a seasoned digital marketing coach and AI trainer, helping companies master the tools, tactics, and thinking required for long-term digital growth.

• website content strategy
• marketing leaders podcast
• SEO updates 2025
• Google Search Console tips
• AI tools for marketers
• Leonardo AI review
• MindMeister for website planning
• breadcrumb navigation SEO
• Google Trends for content marketing
• website lead generation strategies

📢 Struggling to get your team to contribute content? Want to stay ahead with Google’s latest SEO trends? Looking for simple ways to boost website speed? We’ve got you covered!

In Episode 36 of the 90-Day Website Mastery Podcast, Jonny Ross and Pascal Fintoni dive into practical strategies to engage your team in content creation, reveal the latest Google Search Console & SEO updates, and share must-use tools for website growth and optimisation. Plus, we’ve got exciting news… our book WebProud: The 5-Step Roadmap to Feeling Proud of Your Website Again is now live! 🚀

One of the biggest challenges website managers face is getting their team to contribute to content. Today, we answer:

👉 How do you motivate colleagues to generate blog ideas?

👉 What are the best ways to structure content contributions?

👉 How can you make content creation easy and fun for non-marketers?

Key takeaways:

✅ Conduct 1-on-1 sessions to discover team members' interests and expertise.

✅ Use content templates with structured prompts to simplify blog creation.

✅ Show the impact of their contributions (e.g., website traffic, engagement, or customer feedback).

📌 Try these practical steps and watch your content pipeline grow!

Exciting news! Jonny and Pascal have co-authored a book: WebProud: The 5-Step Roadmap to Feeling Proud of Your Website Again 🎉

Inside the book:

✅ Step 1: Website Health Check – Diagnose key website issues.

✅ Step 2: Build Trust – Essential elements to gain visitor confidence.

✅ Step 3: Attract the Right Visitors – SEO & content marketing strategies.

✅ Step 4: Convert Visitors into Leads – Optimising your website for action.

✅ Step 5: Become WebProud – The ultimate checklist for ongoing success.

📚 Get your copy now: https://www.amazon.co.uk/dp/1068691603

💡 Bonus content includes a 1-year action plan with website improvements you can make every week!

💡 Mailscale.ai – Need to scale email outreach for marketing or sales? Mailscale automates email account creation, letting you generate 50 to 1,000 email accounts in minutes—perfect for outreach without deliverability issues.

💡 PrettyFunnels.com – Struggling with customer journey mapping? Pretty Funnels helps you visualise, plan, and optimise your digital funnels, making it easier to identify website conversion opportunities.

🔥 Top Search Questions Answered:

• How can I automate email accounts for cold outreach?
• What are the best tools for mapping a customer journey?
• How do I create a high-converting website funnel?

🔹 Enable Lazy Loading for Faster Pages

Lazy loading ensures images and content load only when needed, improving page speed and SEO rankings. Depending on your website platform, this might be a simple setting or require developer input.

🔹 Review Your Website To-Do List & Prioritise Quick Wins

Instead of feeling overwhelmed by an endless task list, focus on small but impactful changes that make a real difference. Use our Action Randomizer for instant website improvement ideas.

🎯 Try these now to enhance your site’s performance and user experience!

That’s a wrap for Episode 36! Whether you’re tuning in live or catching up on the podcast, we appreciate you being part of our journey to better websites.

📌 Links & Resources:

• 📚 Get the Book: https://www.amazon.co.uk/dp/1068691603
• 🌍 Visit 90DayMarketingMastery.com for coaching & discovery calls
• 🔗 Connect with Jonny on LinkedIn: Jonny Ross
• 🔗 Connect with Pascal on LinkedIn: Pascal Fintoni

✅ Don’t forget to subscribe, leave a review, and share this episode!

🎙 Listen now & start making your website work for you! 🚀

**Episode Overview: 90 Day Website Mastery Podcast - Episode 36**

**00:18 - Introduction**

- Jonny Ross welcomes listeners to the 36th episode, emphasizing the goal of helping them feel proud of their websites.

**01:35 - Co-host Introduction**

- Pascal Fintoni joins Jonny, sharing that today's episode is inspired by client interactions and questions.

**02:04 - Segment 1: You Ask, We Answer**

- Discussion on how to encourage colleagues to contribute content ideas for blogs.

- Jonny shares his method of conducting one-on-one sessions to uncover staff passions and interests (04:05).

- Pascal suggests organizing meetings to discuss wins across different functions to generate content ideas (05:50).

**08:21 - Segment 2: Website Stories**

- Announcement of Jonny and Pascal's co-authored book titled "WebProud" (09:08).

- Overview of the book's content, including a five-step roadmap to feeling proud of your website (10:37).

- Discussion on the practical elements included in the book, such as checklists and action plans (12:01).

**15:29 - Segment 3: Website Engine Room**

- Jonny recommends MailScale.ai for automating email account creation for cold emailing (15:47).

- Pascal introduces Pretty Funnels as a tool for visualizing customer journeys (17:17).

**20:22 - Segment 4: Website Call to Action**

- Jonny's call to action: Implement lazy loading for faster page speeds (20:32).

- Pascal encourages listeners to prioritize their website to-do lists and focus on impactful actions (22:54).

**24:59 - Episode Recap**

- Summary of key points discussed, including content generation strategies, the launch of "WebProud," recommended tools, and actionable steps for website improvement.

**25:41 - Closing Remarks**

- Jonny and Pascal thank listeners for their engagement and encourage feedback, sharing that the episode is a response to audience questions and concerns.

**26:19 - Episode Wrap-Up**

- Jonny concludes the episode, inviting listeners to visit the website for more information and to book discovery calls.

🚀 Want a faster, more secure website? Wondering how AI is changing SEO? Looking for the best website tools to grow your business? This episode of the 90-Day Website Mastery Podcast has you covered!

Join Jonny Ross & Pascal Fintoni as they dive into website hosting, AI-powered search visibility, and must-have tools to streamline your online presence.

🔹 Shared Hosting vs. Dedicated Hosting – Which One is Right for You?

✔️ The real impact of hosting on your website’s speed, security, and SEO

✔️ How to know if you’re overpaying (or underinvesting!)

✔️ What questions to ask your hosting provider today

🔹 How AI is Changing SEO & What You Need to Do Now

✔️ AI-generated search summaries & their impact on website traffic

✔️ Why Google’s AI Overviews, Chatbots & LLMs are reshaping SEO

✔️ How to optimize your content to stay visible in AI-powered search

🔹 Website Tools of the Week – Save Time & Work Smarter

✔️ Potion: Create AI-powered videos using your own face & voice

✔️ Meta AI: The latest AI assistant from Facebook, Instagram & WhatsApp

🔹 Quick Website Fixes for Higher Conversions

✔️ Jonny’s Tip: Break down your website forms, add trust signals & increase opt-ins

✔️ Pascal’s Advice: Run better AI & content marketing meetings with a simple 6-step agenda

🎧 Listen Now & Take Action:

This episode is packed with SEO insights, website performance hacks, and digital marketing strategies to keep you ahead of the competition.

Some discussions and questions we answered!

Here are 10 discussion questions based on episode 35 of the 90 Day Website Mastery Podcast:

1. What are the key differences between shared hosting and dedicated hosting, and how do these differences impact website performance and SEO?
2. How can small businesses determine whether they need shared or dedicated hosting for their websites?
3. What are some potential drawbacks of using shared hosting, particularly in relation to SEO and website security?
4. In what ways can website owners optimize their sites, regardless of whether they are using shared or dedicated hosting?
5. How do AI-driven search results and summaries affect traditional website traffic, and what strategies can businesses implement to adapt to this change?
6. What are the best practices for creating high-quality, authoritative content that ranks well on both traditional search engines and AI-powered search results?
7. How can businesses effectively use AI tools, such as SendPotion and meta.ai, to enhance their content creation and marketing strategies?
8. What role does behavioral science play in designing effective website forms, and how can businesses improve their conversion rates through form optimization?
9. How can teams structure their content marketing meetings to incorporate AI tools and ensure they are maximizing their content's reach and effectiveness?
10. What are some actionable steps website owners can take right now to improve their online presence and feel more "web proud"?

💬 Got questions? Let us know what you want us to cover next!

📌 Resources & Links:

🔗 Follow Jonny Ross on LinkedIn: Jonny’s Profile

🔗 Connect with Pascal Fintoni: Pascal’s Profile

🔗 Master Your Website in 90 Days: 90-Day Website Mastery Programme

Hit play now and start transforming your website today! 🎙️🔥

In Episode 34 of the 90-Day Website Mastery Podcast, Jonny Ross and Pascal Fintoni bring you strategies to protect your website content, insights into YouTube’s latest feature for small channels, and powerful tools to make managing your website easier than ever!

If you've ever worried about competitors stealing your case studies, testimonials, or website content, this episode is a must-listen. We also explore how YouTube’s new "Hype" feature helps small creators stand out, and reveal some innovative apps to enhance your web content strategy.

Are you hesitant to share client success stories because competitors might use them to poach your customers? 🤔

Jonny and Pascal share best practices to:

• Anonymise key details while preserving credibility and trust.
• Use industry or sector descriptions instead of full client names and logos.
• Leverage SEO to prevent plagiarism and establish content ownership.

They also discuss how to build stronger client relationships that dissuade competitors from targeting your customers.

YouTube’s CEO has announced a new feature designed to help small creators gain visibility! 🏆

We break down how the Hype feature works, including:

• What is Hype?
• How can creators encourage viewers to hype their content?
• Could this approach expand to platforms like Google Maps and LinkedIn?

Discover why this update could be a game-changer for small businesses using YouTube for marketing.

🚀 Pascal’s Pick: NotebookLM by Google

• Automatically summarises your website content and gives you AI-generated feedback.
• Provides written and audio summaries to help you understand how visitors perceive your site.

🎯 Jonny’s Pick: Storylane.io

• Create interactive product demos in under 10 minutes.
• Boost engagement and conversions with polished, guided demonstrations for your SaaS or online product.

• Jonny’s CTA: Focus on Voice Search Optimisation.
• Adapt your content for conversational queries that smart speakers and virtual assistants understand. Use long-tail keywords to capture search intent and voice-based questions.
• Pascal’s CTA: Create a Targeted FAQ for Your Products/Services.
• Use AI tools to identify common customer questions, objections, and concerns. Craft in-depth FAQ content that aligns with SEO trends and improves your search rankings.

🔹 How do I protect my website’s case studies from competitors?

🔹 How does YouTube’s new Hype feature work and how can it benefit small channels?

🔹 What tools can help me manage my website more effectively?

🔹 How can I optimise my content for voice search queries?

🔗 NotebookLM by Google

🔗 Storylane.io

🔗 TubeBuddy’s YouTube Hype Feature Overview