#123 Who Owns Your Website? Understanding IP, Emotional Branding & Smart Website Tweaks
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.
🤔 Who Actually Owns My Website After It's Built?
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
📈 Why the "Ostrich Effect" is Killing Your Brand During Tough Times
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:
- Cutting marketing budgets when times get tough
- 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
🛠️ Powerful Tools for Website Managers and Content Creators
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...
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