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Your website is one of the most powerful growth tools in your business. Yet for many leaders, it becomes a digital brochure rather than a commercial engine. In the latest episode of the Leaders in Strategy Podcast (Season 4 Episode 6), host Mike Harris talks to Jess Williams, co-founder of Design in the Shires, an award-winning website design and digital marketing agency, and the company that Mike trusts to manage & run Strategus Consulting’s website.
Together, they unpack what actually makes a website work for a business. Not just how it looks, but how it connects, converts and supports long-term growth. We explore the role of personal experience in web design, why SEO still matters more than most business owners realise, and how website performance, graphic design and digital marketing all need to work together rather than in silos.
Design in the Shires takes their commitment to happiness seriously. They even have a "Head of Happiness" role dedicated to supporting staff, ensuring clients enjoy their projects, and fostering team-building. This dedication to a positive and fun environment shines through in their work and on their social media, demonstrating the power of aligning company values with digital marketing efforts.
Jess emphasised that social media success hinges on putting people and their stories at the forefront. Forget the constant sales pitches; focus on creating content that resonates with your audience on a human level. This approach fosters genuine engagement and builds lasting relationships.
In today's digital landscape, authenticity is paramount. Customers can spot inauthenticity a mile away, and it can severely damage your brand. Jess stressed that your marketing efforts should accurately reflect the actual experience clients have with your business.
This means delivering on promises and building trust through genuine interactions.
SEO (Search Engine Optimization) is often shrouded in mystery, but Jess breaks it down. She explains that SEO is crucial for ensuring your website appears in search engine results, driving more traffic and ultimately, more business. This involves understanding search queries, business value, and website ranking.
A good SEO expert will focus on delivering value and achieving long-term gains (6-12 months).
With the rise of AI models like ChatGPT and Gemini, Jess addresses the debate of investing in SEO versus AI. While AI can be a helpful tool for structuring content, she cautioned against relying solely on AI-generated content, as search engines may penalise it.
Instead, she recommends a balanced approach, using AI to assist with structure while focusing on creating original, high-quality content that delivers value to the end user.
Best SEO practices improve AI performance!
Jess shares her top 3 website tips:
Jess highlights the natural partnership between website design, digital marketing, and graphic design. Graphic design is a foundational skill that enhances both website design and digital marketing, ensuring visually appealing and engaging content
A mantra that Jess likes to live her life by is: “It should be fun”. Both at work & in our personal lives. We spend a huge amount of time at work, therefore trying to make it as enjoyable as possible is important to Jess.
Jess' insights offer a roadmap for businesses looking to thrive in the digital age. By prioritising authenticity, investing in SEO, and crafting user-centric websites, you can build lasting relationships with your audience and achieve sustainable growth.
Jess sets this week’s homework for the Podcast audience:
Assess Current Performance: Google your business terms to see where you currently rank.
Seek Honest Feedback: Ask friends and family for honest opinions on your website's value proposition and clarity.
Analyse Competitors: Sign up for competitors' email campaigns and follow them on social media to see what they're doing well.
Jess' insights offer a roadmap for businesses looking to thrive in the digital age. By prioritising authenticity, investing in SEO, and crafting user-centric websites, you can build lasting relationships with your audience and achieve sustainable growth.
Please let me know your thoughts on this episode. Have you been inspired by Jess’ advice?
We are really interested to hear what you have to say. You can message Mike directly on LinkedIn, he loves receiving your comments and having great dialogue with you. Or you can email him directly on the Strategus Consulting email address on the company’s website (obviously!)
Thank you for joining us today. Hopefully you enjoyed it and you'll return next time for another blog, We'll see you then.
Website: https://www.designintheshires.co.uk/
Mike Harris is an experienced business leader and founder & lead consultant at Strategus Consulting. With 40 years of experience, Mike offers a unique opportunity for readers to learn and grow as strategic leaders. He is also the host of the Leaders In Strategy Podcast, which can be found on Podbean, Spotify, Amazon Music, Apple Podcast and YouTube.
The Leaders in strategy blog is brought to you by Strategus Consulting, a management consultancy that works with organisations and individuals to achieve their ambitions by focusing on their strategic plans and providing leadership, guidance & support.
