Summary

 In this episode of the Koyoti Small Business Podcast, host Thomas Wu chats with Philippa Gamse, digital marketing strategist and author of Website Wealth, about how small businesses can turn their websites into real business assets. Gamse explains how websites have evolved from static “brochures” to credibility, and customer-driven tools. She shares why focusing on meaningful metrics, like engagement and conversions matters more than traffic numbers, and how simple fixes like working forms or clear language can boost results. The episode highlights how small business owners can use analytics and human insight together to make their websites work harder and smarter. 

Takeaways

• Your website is a business asset, not just an online brochure; it should actively generate credibility, leads, and engagement.
• Focus on meaningful metrics like conversions and engagement rather than vanity numbers such as traffic or bounce rate.
• Small technical issues can cost big opportunities: broken links, faulty forms, or outdated info can quietly hurt business.
• Language matters. Use the words your customers actually search for (e.g., “nose job” vs. “rhinoplasty”).
• Analytics tell only part of the story; combine data with human insight to understand why users behave a certain way.
• AI tools are helpful but need human oversight to interpret insights and maintain accuracy.
• Regular website check-ups are essential. Test links, forms, and content at least quarterly.
• Credibility builds trust. A clean, current, and consistent website signals professionalism.
• Engagement beats visibility: it’s better to have fewer visitors who take action than many who don’t.
• Your website should evolve with your business: update content and structure as your goals and audience change.

Want to learn more? Contact Philippa here:

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