Jonny Ross Fractional CMO

This is the ’90-Day Website Mastery Podcast’, a fun and action packed series about feeling proud of your website again!

Hosted by Jonny Ross and Pascal Fintoni who will share decades of experience in website design and management to transform your website into an online destination your customers will talk about.

Tune in for actionable tips, practical advice and inspiring website stories!

THE SEGMENTS:

You ask, we answer

One question submitted by the community or researched online (i.e. google instant, Answer The Public) and answered by Pascal and Jonny:

I have seen adverts for AI websites that can be built in minutes. But how long does it really take to build a website?

Jonny and Pascal will look into the temptation of creating websites faster with AI-powered solutions, but is it better?

Website Stories

One article, or podcast, video, infographic, etc. reviewed by Jonny and Pascal who share their reactions and lessons:

For this episode, we have chosen an infographic from Giraffe Social Media and reviewed by Mark Walker-Ford for Social Media Today:

https://www.socialmediatoday.com/news/22-content-create-reach-audience-infographic/652639/

22 Types of Content You Should Create to Reach Your Audience [Infographic]

The team from Giraffe Social Media shared their content tips in this infographic.

They break things down as follows:

• Awareness stage (Blog posts, infographics, podcasts, ebooks, cheatsheets, whitepapers.)
• Consideration stage (case studies, demo videos, quizzes, product webinars, whitepapers.)
• Decision stage (Free trials, live demos, consultations, coupons, testimonials, comparison sheets.)
• Retention stage (Ongoing support, online chat, coupons, loyalty rewards, email follow-ups.)

The Website Engine Room

Two apps, software solutions or kit (one each) that can make life easier as a website manager and website content creator:

Pascal Fintoni: Post Genius https://www.postgeniusapp.com/ use lateral thinking and use this app to create a selection of testimonials to send your customers for approval 

Jonny Ross: SEOquake https://www.seoquake.com/index.html  is a free plugin that provides you with key SEO metrics, along with other useful tools such as SEO Audit and many others

The Website Call To Action

The ONE change or adjustment that you should be making to your website right now:

Jonny Ross: Time to update your photos, the power of a new photo shoot is immense!

Pascal Fintoni: Time for a mid-year review of your case studies and testimonials, look back at completed projects over the past 6 months and compile a list of stories to produce over the coming weeks.

We will be back with another podcast episode, in the meantime feel free to send your questions, share your preferred app and links to your website once you have made the changes we spoke about, we would love to give you a shout out!

Jonny and Pascal

–

Find out more about our 90 Day Website Mastery Programme: https://90daymarketingmastery.com/ 

Get in touch with your co-hosts:

Jonny Ross

Linkedin: https://www.linkedin.com/in/jonnyross/

Website: https://jonnyross.com/ 

Pascal Fintoni

LinkedIn: https://www.linkedin.com/in/pascalfintoni/

Website: https://pascalfintoni.com/ 

Kerry-Ann Betton Stimpson is CMO, JMMB Group. And Podcast Host of "The Internal Marketing Podcast"

We explore internal marketing strategies. The evidence is clear. Companies can build their Brands and drive growth faster.

Talking about employee advocacy, online branding and even dark social strategies!

Business leaders listening and watching will benefit from Kerry-Ann's 20 years of shaping her work as a CMO.

As a CMO, with 20 years in financial services marketing, often with tight budgets, Kerry-Ann knows what it takes to build brands! Through uniquely creative strategies and leveraging the power of people, she helps build stronger brands.

Kerry-Ann Betton Stimpson:

https://the-internal-marketing-podcast.simplecast.com

https://www.linkedin.com/in/kerryastimpson/

This is the ’90-Day Website Mastery Podcast’, a fun and action packed series about feeling proud of your website again!

Hosted by Jonny Ross and Pascal Fintoni who will share decades of experience in website design and management to transform your website into an online destination your customers will talk about.

Tune in for actionable tips, practical advice and inspiring website stories!

THE SEGMENTS:

1. You ask, we answer

One question submitted by the community or researched online (i.e. google instant, Answer The Public) and answered by Pascal and Jonny:

Should I buy all domain extensions for my website?

Jonny and Pascal will look into this long-enduring question about website addresses and domain extensions, and why there are still so many myths out there.

1. Website Stories

One article, or podcast, video, infographic, etc. reviewed by Jonny and Pascal who share their reactions and lessons:

4 reasons no one is reading your content by Allison Carter for PRDaily

https://www.prdaily.com/4-reasons-no-one-is-reading-your-content/

Your headline/subject line is boring.

You published at the wrong time.

Your story is the wrong format.

Your story isn’t relevant.

Your headline/subject line is boring.

Maybe your headline already gives everything away so there’s no need for your audience to learn more.

Maybe it’s simply dull and doesn’t give readers a reason to care — even if the story is fantastic.

Solution: Re-read your story. Think about what’s most interesting in it.

You published at the wrong time.

Studies are looking at are large, general and don’t take into account your audience.

Solution: look at your existing analytics data. When do you see the biggest bumps of traffic? Identify those waves and ride them

Your story is the wrong format.

In a perfect world, you’d be able to be all things to all people and have multiple pieces of content for each target audience.

But time is against us, tough one. try to make sure you’re presenting content in the very best format for your audience.

If your piece is too long for your busy staff, make it shorter. If no one’s watching video, switch to written.

Your story isn’t relevant.

It happens to the best of us. Dust yourself off and try again.

learn what you can from it.

Why wasn’t it interesting to your target audiences?

Why was it important to your bosses that you create that piece?

Can you communicate to them the audience disconnect?

With the right attitude, you can turn a flop of a piece into a rich learning opportunity.

1. The Website Engine Room

Two apps, software solutions or kit (one each) that can make life easier as a website manager and website content creator:

Pascal Fintoni: Scribe: https://scribehow.com Turn any website management process into a step-by-step guide, instantly. 

Jonny Ross: https://www.whatpeopleask.net/ a free "answer the public"!

1. The Website Call To Action

The ONE change or adjustment that you should be making to your website right now:

Jonny Ross: Check the date in your footer, if it is old, it will look inactive

Pascal Fintoni: Look back at your best performing social media posts and consider two content ‘repurposing up’ tactics: 1. embed the posts in relevant website articles 2. create brand new long form blog inspired by the single post and reactions

We will be back with another podcast episode, in the meantime feel free to send your questions, share your preferred app and links to your website once you have made the changes we spoke about, we would love to give you a shout out!

Jonny and Pascal

–

Find out more about our 90 Day Website Mastery Programme: https://90daymarketingmastery.com/ 

Get in touch with your co-hosts:

Jonny Ross

Linkedin: https://www.linkedin.com/in/jonnyross/

Website: https://jonnyross.com/ 

Pascal Fintoni

LinkedIn: https://www.linkedin.com/in/pascalfintoni/

Website: https://pascalfintoni.com/ 

This is the ’90-Day Website Mastery Podcast’, a fun and action packed series about feeling proud of your website again!

Hosted by Jonny Ross and Pascal Fintoni who will share decades of experience in website design and management to transform your website into an online destination your customers will talk about.

Tune in for actionable tips, practical advice and inspiring website stories!

1. You ask, we answer

One question submitted by the community or researched online (i.e. google instant, Answer The Public) and answered by Pascal and Jonny:

How do I find someone to build me a website?

Jonny and Pascal will explain why this simple question is actually very important and how getting the right person or organisation onboard can save you a lot of time and sleepless nights.

Website Stories

One article, or podcast, video, infographic, etc. reviewed by Jonny and Pascal who share their reactions and lessons:

https://www.orbitmedia.com/blog/blogging-statistics/

New Blogging Statistics: What Content Strategies Work in 2022? We asked 1016 Bloggers

The Website Engine Room

Two apps, software solutions or kit (one each) that can make life easier as a website manager and website content creator:

Pascal Fintoni: Add citations and quotes from books with

https://books.google.com/talktobooks/

and bring new life to your blogging and social media posts

Jonny Ross: Ok so it’s not quite a tool, but it’s a tactic! Subscribe to your competitors blogs/podcasts/YouTube Chanel. A great way to formulate ideas for your own content. 

The Website Call To Action

The ONE change or adjustment that you should be making to your website right now:

Jonny Ross: Double check your font size of your H1’s. Make sure they are the biggest element. 

Pascal Fintoni: Organise the results from last week’s research (‘People Also Ask’ and ‘Related Searches’) into groups/themes. Next: research stats and trends associated with these questions.

We will be back with another podcast episode, in the meantime feel free to send your questions, share your preferred app and links to your website once you have made the changes we spoke about, we would love to give you a shout out!

Jonny and Pascal

–

Find out more about our 90 Day Website Mastery Programme: https://90daymarketingmastery.com/ 

Get in touch with your co-hosts:

Jonny Ross

Linkedin: https://www.linkedin.com/in/jonnyross/

Website: https://jonnyross.com/ 

Pascal Fintoni

LinkedIn: https://www.linkedin.com/in/pascalfintoni/

Website: https://pascalfintoni.com/

This is the ’90-Day Website Mastery Podcast’, a fun and action packed series about feeling proud of your website again!

Hosted by Jonny Ross and Pascal Fintoni who will share decades of experience in website design and management to transform your website into an online destination your customers will talk about.

Tune in for actionable tips, practical advice and inspiring website stories!

You ask, we answer

One question submitted by the community or researched online (i.e. google instant, Answer The Public) and answered by Pascal and Jonny:

I have heard that my ranking on search engines will be poorer, if I use a website builder and templates like SquareSpace, is it true?

Jonny and Pascal will explain why this enduring myth is complete nonsense and should be ignored altogether.

Website Stories

One article, or podcast, video, infographic, etc. reviewed by Jonny and Pascal who share their reactions and lessons:

Google I/O 2023 Annual Conference - Spotlight on Search + AI

https://www.youtube.com/live/cNfINi5CNbY?feature=share&t=2436

For more announcements across all Google products go to https://io.google/2023/ 

Timeless Google’s Mission: To organise the world’s information and make it universally useful and accessible

Sundar Pichai: 1. we want to make AI helpful for everyone, we want to retain user trust above anything else

Cathy Edwards, VP Engineering at Google: how are we bringing generative AI into the search experience?

High ranking, visible content is based on authority and authentic reviews from other people

Information taken from datasets: google shopping, google maps, google images, etc. and displayed as overlays to keep you on the search page

And you can ask follow up questions without ‘breaking away’ from your previous search:

The follow up question can include content creation prompts à la ChatGPT:

Cathy Edwards, VP Engineering at Google: think of this new chapter as:

Search, Supercharged.

The Website Engine Room

Two apps, software solutions or kit (one each) that can make life easier as a website manager and website content creator:

Pascal Fintoni: Trello https://trello.com/  the information and project management tool for those who prefer visual dashboard

Jonny Ross:  Zoho CRM is an online Sales CRM software that manages your sales, marketing and support in one CRM platform.

The Website Call To Action

The ONE change or adjustment that you should be making to your website right now:

Jonny Ross: Upgrade your hosting package - you want fast, reliable, trustworthy hosting. We only consider Rackspace now!

Pascal Fintoni: do a search and collate the options from the ‘People Also Ask’ and ‘Related Searches’ panels on the Google search results page - and soon test AI-powered suggestions (Bard) to access the ‘Follow-Up Questions’.

We will be back with another podcast episode, in the meantime feel free to send your questions, share your preferred app and links to your website once you have made the changes we spoke about, we would love to give you a shout out!

Jonny and Pascal

–

Find out more about our 90 Day Website Mastery Programme: https://90daymarketingmastery.com/ 

Get in touch with your co-hosts:

Jonny Ross

Linkedin: https://www.linkedin.com/in/jonnyross/

Website: https://jonnyross.com/ 

Pascal Fintoni

LinkedIn: https://www.linkedin.com/in/pascalfintoni/

Website: https://pascalfintoni.com/

This is the ’90-Day Website Mastery Podcast’, a fun and action packed series about feeling proud of your website again!

Hosted by Jonny Ross and Pascal Fintoni who will share decades of experience in website design and management to transform your website into an online destination your customers will talk about.

Tune in for actionable tips, practical advice and inspiring website stories!

You ask, we answer

How often should I blog?

Jonny and Pascal will share how they help their clients plan their website content and pull together a weekly content schedule.

Website Stories

A brief history of the World Wide Web by CERN

https://youtu.be/k0gvAyCubGQ

This video summarises in 3 minutes how the Web was invented at CERN by British physicist and IT expert Tim Berners Lee in 1989, and how it grew to become what it is today,  thanks to CERN’s decision on 30 April 1993 to keep it as an open standard for everyone to use.

The Website Engine Room

Two apps, software solutions or kit that can make life easier as a website manager and website content creator:

Pascal Fintoni:  Review your website layout using Relume Templates Library https://library.relume.io/ whether you are using Webflow or any other website design systems.

Jonny Ross:  Google Search Console lets you easily monitor and in some cases resolve server errors, site load issues, and security issues like hacking and malware. You can also use it to ensure any site maintenance or adjustments you make happen smoothly with respect to search performance.

The Website Call To Action

The ONE change or adjustment that you should be making to your website right now:

Jonny Ross: You have only 55 days left to switch to Google Analytics 4!

The time to upgrade is running up, so make sure today that you are not left without your traffic and conversion data tomorrow.

Pascal Fintoni: Research the key events and inventions in your industry and align you content marketing activities

We will be back with another podcast episode, in the meantime feel free to send your questions, share your preferred app and links to your website once you have made the changes we spoke about, we would love to give you a shout out!

Jonny and Pascal

–

Find out more about our 90 Day Website Mastery Programme: https://90daymarketingmastery.com/ 

Get in touch with your co-hosts:

Jonny Ross

Linkedin: https://www.linkedin.com/in/jonnyross/

Website: https://jonnyross.com/ 

Pascal Fintoni

LinkedIn: https://www.linkedin.com/in/pascalfintoni/

Website: https://pascalfintoni.com/

This is the ’90-Day Website Mastery Podcast’, a fun and action packed series about feeling proud of your website again!

Hosted by Jonny Ross and Pascal Fintoni who will share decades of experience in website design and management to transform your website into an online destination your customers will talk about.

Tune in for actionable tips, practical advice and inspiring website stories!

You ask, we answer

What to write in the ‘about us’ section of a website?

Jonny and Pascal will share how they help their clients reconnect with their brand story and share information in a meaningful way.

Website Stories

Creating helpful, reliable, people-first content from Google Search Central (SEO Fundamentals)

https://developers.google.com/search/docs/fundamentals/creating-helpful-content

This page is designed to help creators evaluate if they're producing such content.

1. Self-assess your content

1.1 Content and quality questions

1.2 Expertise questions

1. Focus on people-first content
2. Avoid creating search engine-first content
3. Get to know E-E-A-T and the quality rater guidelines

content demonstrates aspects of experience, expertise, authoritativeness, and trustworthiness, or what we call E-E-A-T

1. Ask "Who, How, and Why" about your content

For example:

Content and quality questions

• Does the content provide original information, reporting, research, or analysis?
• Does the content provide a substantial, complete, or comprehensive description of the topic?
• Does the content provide insightful analysis or interesting information that is beyond the obvious?
• If the content draws on other sources, does it avoid simply copying or rewriting those sources, and instead provide substantial additional value and originality?
• Does the main heading or page title provide a descriptive, helpful summary of the content?

Who (created the content) questions

• Is it self-evident to your visitors who authored your content?
• Do pages carry a byline, where one might be expected?
• Do bylines lead to further information about the author or authors involved, giving background about them and the areas they write about?

If you're clearly indicating who created the content, you're likely aligned with the concepts of E-E-A-T and on a path to success.

The Website Engine Room

Two apps, software solutions or kit that can make life easier as a website manager and website content creator:

Pascal Fintoni: https://www.visme.co/storyboard-creator  free video storyboard maker for your next brand story to be featured on your ‘About Us’ webpage  

Jonny Ross: consider live chat https://www.tawk.to/

The Website Call To Action

The ONE change or adjustment that you should be making to your website right now:

Jonny Ross: When did you last review your call to action buttons?

Pascal Fintoni: Review and create 3 types of profiles for everyone in your organisation: 1. bylines 2. guest summaries and 3. full biographies 

We will be back with another podcast episode, in the meantime feel free to send your questions, share your preferred app and links to your website once you have made the changes we spoke about, we would love to give you a shout out!

Jonny and Pascal

–

Find out more about our 90 Day Website Mastery Programme: https://90daymarketingmastery.com/ 

Get in touch with your co-hosts:

Jonny Ross

Linkedin: https://www.linkedin.com/in/jonnyross/

Website: https://jonnyross.com/ 

Pascal Fintoni

LinkedIn: https://www.linkedin.com/in/pascalfintoni/

Website: https://pascalfintoni.com/

This is the ’90-Day Website Mastery Podcast’, a fun and action packed series about feeling proud of your website again!

Hosted by Jonny Ross and Pascal Fintoni who will share decades of experience in website design and management to transform your website into an online destination your customers will talk about.

Tune in for actionable tips, practical advice and inspiring website stories!

You ask, we answer

The top Google Search for “What are the responsibilities of a website manager?’ are vastly out-of-date.

Jonny and Pascal will share how they help their clients reconnect with what it means to manage a website.

Website Stories

In this episode, Jonny and Pascal react to:

Video: 5 Things or Secrets to Improve on Website in 2023 by Phil Pallen

https://www.youtube.com/watch?v=FzbWWkuo2x8

1. Be clearer - Answer the question ‘Who are you and why should I care?’ 
2. Accessibility is no longer an option, research website plugins (accessibe is one option)
3. Better photography, and we mean better photography (really worth the investment to build trust and credibility)
4. Make call to action pages really stand out (clarity, simplicity, impact)
5. Follow accepted website best practices (logo, navigation, blog, resources, ordering, naming of pages)

The Website Engine Room

Two apps, software solutions or kit that can make life easier as a website manager and website content creator:

Pascal Fintoni: https://answerthepublic.com/ discover what people are looking for on search engines and get inspiration for your next blog articles

Jonny Ross: Active Campaigns Postmark https://postmarkapp.com/ for transactional email

The Website Call To Action

The ONE change or adjustment that you should be making to your website right now:

Jonny Ross: Boost your local & therefore overall presence in google by creating locally targetted content, like a list of local events, places to go/see, work with a local charity

Pascal Fintoni: Go back to your 2022 content and identify which pages performed well at the same time last year, then relaunch the pages with additional media content, clearer paragraphs, better optimisation, etc. - that’s what we call ‘repurposing up’!

We will be back with another podcast episode, in the meantime feel free to send your questions, share your preferred app and links to your website once you have made the changes we spoke about, we would love to give you a shout out!

Jonny and Pascal

–

Find out more about our 90 Day Website Mastery Programme: https://90daymarketingmastery.com/ 

Get in touch with your co-hosts:

Jonny Ross

Linkedin: https://www.linkedin.com/in/jonnyross/

Website: https://jonnyross.com/ 

Pascal Fintoni

LinkedIn: https://www.linkedin.com/in/pascalfintoni/

Website: https://pascalfintoni.com/ 

This is the ’90-Day Website Mastery Podcast’, a fun and action packed series about feeling proud of your website again!

Hosted by Jonny Ross and Pascal Fintoni who will share decades of experience in website design and management to transform your website into an online destination your customers will talk about.

Tune in for actionable tips, practical advice and inspiring website stories!

You ask, we answer

The top Google Search for “what + website” is “what is website design” but the results are so top level and uninspiring

Website Stories

3 Traditional Marketing Tactics Making a Comeback by Emily Noel for Studio ID:

https://www.studioid.com/springboard/trends/3-traditional-marketing-tactics-making-a-comeback-2/ 

The return of direct mail

The return of the cold email

The return of the blog

The Website Engine Room

Two apps, software solutions or kit that can make life easier as a website manager and website content creator:

Pascal Fintoni: https://www.lapa.ninja/ a gallery featuring the best 5400+ landing page examples from around the web.

Jonny Ross: Canva.com is a free-to-use online graphic design tool. Use it to create social media posts, presentations, posters, videos, logos and more.

The Website Call To Action

The ONE change or adjustment that you should be making to your website right now:

Jonny Ross: Nitropack.io NitroPack is the leading site speed solution, trusted by 140K+ websites. 3-Min Setup. Instant speed increase on desktop and mobile. Setup NitroPack in 3 min. 24/7 Support. Easy to Use!

Pascal Fintoni: Create a storyboard of your website experience, a tour of the content sections, functionality, and value-added elements that makes it so unique - then compile a video tour using Canva!

We will be back with another podcast episode, in the meantime feel free to send your questions, share your preferred app and links to your website once you have made the changes we spoke about, we would love to give you a shout out!

Jonny and Pascal

–

Find out more about our 90 Day Website Mastery Programme: https://90daymarketingmastery.com/ 

Get in touch with your co-hosts:

Jonny Ross

Linkedin: https://www.linkedin.com/in/jonnyross/

Website: https://jonnyross.com/ 

Pascal Fintoni

LinkedIn: https://www.linkedin.com/in/pascalfintoni/

Website: https://pascalfintoni.com/

This is the ’90-Day Website Mastery Podcast’, a fun and action packed series about feeling proud of your website again!

Hosted by Jonny Ross and Pascal Fintoni who will share decades of experience in website design and management to transform your website into an online destination your customers will talk about.

Tune in for actionable tips, practical advice and inspiring website stories!

You ask, we answer

The top Google Search for “how + website” is “how to create a website” but the results are so misleading and inadequate, Jonny and Pascal share how they help their clients create new websites.

Website Stories

ARTICLE: 47% of UK Businesses are embarrassed by their website by Duncan MacRae, Tech journalist and editor for marketingtechnews.net

https://www.marketingtechnews.net/news/2023/jan/30/47-of-uk-businesses-are-embarrassed-by-their-website/

The Website Engine Room

Two apps, software solutions or kit that can make life easier as a website manager and website content creator:

Pascal Fintoni: CapCut, all-in-one video editing mobile app also available as desktop version https://www.capcut.com/

Jonny Ross: Semrush is an SEO tool that does your keyword research, tracks the keyword strategy your competition uses, runs an SEO audit of your blog, looks for backlinking opportunities, and lots more. https://www.semrush.com/projects/ 

The Website Call To Action

The ONE change or adjustment that you should be making to your website right now:

Jonny Ross: Google analytics 4 conversion tracking

Pascal Fintoni: Review your achievements for the past 6 months and make sure that your website is updated accordingly from new customer logos to case studies and team biographies.

We will be back with another podcast episode, in the meantime feel free to send your questions, share your preferred app and links to your website once you have made the changes we spoke about, we would love to give you a shout out!

Jonny and Pascal

–

Find out more about our 90 Day Website Mastery Programme: https://90daymarketingmastery.com/ 

Get in touch with your co-hosts:

Jonny Ross

Linkedin: https://www.linkedin.com/in/jonnyross/

Website: https://jonnyross.com/ 

Pascal Fintoni

LinkedIn: https://www.linkedin.com/in/pascalfintoni/

Website: https://pascalfintoni.com/