#128 Boost Website Performance with Smarter Video, AI Tools & Core Web Vitals Fixes

In this episode of the 90-Day Website Mastery Podcast, Jonny Ross and Pascal Fintoni explore the rising trend of one-page websites, dissect the latest Google Search Console updates from John Mueller, and reveal why optimising for AI agents is the next big wave in SEO.The discussion covers when one-page websites work (and when they don't), how AI Mode is transforming search behaviour, the upcoming HTTPS enforcement in Chrome, and what "agentic AI" means for your website's future. Plus, Jonny and Pascal share two powerful content creation tools and practical website adjustments you can implement today to stay ahead in 2026 and beyond.If you manage a website, create content, or are responsible for your business's online presence, this episode is for you and packed full with actionable advice.❓ Should I Use a One-Page Website for My Business?The Short Answer: One-page websites have their place, but they're not suitable for most established businesses.When One-Page Websites Work Well:Specific landing pages for pay-per-click campaigns with clear user intentSqueeze pages designed to convert traffic from paid adsTesting new offerings or validating ideas for startupsEvent promotions or single-purpose campaignsPersonal brand sites showcasing multiple facets of an individual's workThe Limitations:Lack depth needed to build trust and credibilityLimited SEO potential compared to multi-page sitesDon't provide space for storytelling and brand developmentRisk becoming a "set it and forget it" solution that never gets updatedInsufficient for AI search summaries that require explicit, comprehensive contentThe Bottom Line: One-page websites can deliver great ROI improvements for specific campaigns, but shouldn't be your primary business website. They work best as focused landing pages alongside a robust multi-page site.📰 What Are the Key Google Search Console Updates for Q4 2025?Based on John Mueller's latest Search Console news roundup, here are the critical updates:Search Console EnhancementsNew Logo & Visual Refresh: Signals ongoing platform improvementsAchievements Feature: Track milestones like gaining clicks from Google SearchQuery Groups: Similar search queries now cluster into themes for better strategic analysisCustom Annotations: Label events affecting site performance (campaigns, site changes) with shared visibility across team membersAI Configuration: Natural language queries to analyze data without complex filtersGoogle Search & AI ChangesAugust Spam Update: Enhanced automated detection to reduce spammy search resultsAI Mode Expansion: Now supports longer queries (3x traditional length) in more languages and countriesAgentic Features (Experimental): AI agents can perform actions directly through search (booking tables, filling forms, making purchases)Web Guide (Experimental): AI-organized search results structured like magazine layoutsSecurity & Technical UpdatesChrome HTTPS Default (October 2026): Non-secure HTTP sites will require user permission to loadSite Kit WordPress Enhancements: New reader revenue manager for newsletters, surveys, contributionsJavaScript Paywall Documentation: Updated guidance for SEO-friendly paywallsNo LLM Text File Required: Google confirms...

In this special 50th episode of the 90-Day Website Mastery Podcast, Jonny Ross and Pascal Fintoni celebrate a major milestone whilst tackling a critical issue facing business owners today: the risks and realities of AI-built websites. By the Numbers: 50 Episodes of Value:50 questions answered from the community.50 pieces of content reviewed and analysed.100 tools and apps recommended.100 website call-to-action suggestions provided.This episode also marks the one-year anniversary of their book "WebProud - The 5-Step Roadmap to Feeling Proud of your Website Again!" https://www.amazon.co.uk/WebProud-5-step-roadmap-feeling-website/dp/1068691603The discussion explores what happens when your website designer uses AI platforms without transparency, the essential questions you must ask before commissioning any website project, and how to avoid the costly mistakes that come from unclear briefs and assumptions. Jonny and Pascal also share two powerful tools for creating visual content, and provide actionable website adjustments you can implement immediately.❓ My Designer Used AI to Build My Website — What Should I Do?The Hidden Risks of AI Website Builders:Some website designers are now using AI platforms to create websites quickly, but without proper disclosure or planning.Common problems include: inability to update content yourself, locked-in proprietary systems, and limited future functionality.The fundamental issue isn't AI itself — it's lack of transparency and inadequate project briefing.Essential Questions to Ask Before Commissioning a Website:What platform is it built on? Understanding the content management system (CMS) is crucial for long-term flexibility.Who actually owns the website? Clarify ownership rights in case you need to change agencies or freelancers.Can I update and modify content myself? Ensure you have editing access and the ability to make changes independently.What's the future-proofing plan? Ask about adding features later, such as e-commerce functionality or additional pages.Who is building it — humans or AI? Understand the level of human expertise and oversight in the project.What's in the Terms & Conditions? Review all contractual agreements carefully before signing.The Importance of a Comprehensive Brief:Your expertise as a business owner isn't in building websites, that's why proper briefing is essentialRequest a detailed project plan with clear stages, review points, and deliverables.Ask for transparency about tools, methods, and team members involvedUse AI to help you: Ask ChatGPT or Claude to create a checklist of questions for website project vendors.Slowing Down in the Age of Speed:AI's advantage is speed, but that doesn't mean you should rush decisions.Use the time AI saves to invest in proper due diligence, reflection, and questioning.Cheaper and faster doesn't always solve the problem — quality and control matter more.📖 Celebrating One Year of WebProud: The Journey & The BookThe Evolution from Webinars to Book:During COVID, Jonny and Pascal launched a five-part webinar series sharing their passion for websites.This evolved into the 90-Day Website Mastery Podcast (now at episode 50).The webinar content became the foundation for their book: WebProud: The 5-Step Roadmap to Feeling Proud of Your Website Again!Published November 2024, launched December 2024, and became a #1 Kindle bestseller within 48...

In this timely episode of the 90-Day Website Mastery Podcast, Jonny Ross and Pascal Fintoni deliver the ultimate guide to conducting a meaningful annual website review as we approach the end of 2025. This isn't about ticking boxes, it's about aligning your website with your business vision, reigniting your passion for blogging, and making strategic adjustments that will set you up for success in 2026.The episode recaps on practical frameworks for structuring your review meeting, identifies what to prioritise versus what can wait, and introduces a powerful mindset shift: one blog for search, one for the soul. Jonny and Pascal also react to Louis Evans' compelling article "The Time Is Ripe to Reboot Blogs," discussing how to move beyond keyword-dumping and bland marketing content toward authentic, valuable insight hubs.Plus, discover two game-changing tools: Durable.co for rapid website prototyping and Google's NotebookLM for AI-powered content strategy. And learn the immediate actions you can take to improve social sharing and prepare your "Best of 2025" content.If you're a business owner, marketing leader, or website manager looking to feel proud of your website again, this episode is your roadmap.❓ How Do I Structure a Simple Annual Website Review?Performance Analysis:Review Google Analytics to identify what content is working and what isn't.Analyse user behaviour, traffic sources, and conversion patterns.Identify your best-performing pages and understand why they succeed.Technical Health Check:Ensure your website works seamlessly across all devices (mobile, tablet, desktop).Test page loading speed and implement improvements.Check for broken links, 404 errors, and security vulnerabilities.Verify backup systems are in place.SEO Audit:Review internal linking structure—are you linking to your best content?Ensure target keywords appear on key pages (especially your homepage).Update outdated blog posts with fresh information.Check for technical SEO issues using tools like Google Search Console.User Experience & Design:Assess whether your website reflects your brand personality.Evaluate navigation, readability, and visual appeal.Consider how visitors feel when they land on your site—not just what they see.Conversion Optimisation:Review calls-to-action (CTAs): Are they clear, compelling, and properly placed?Test button placements and messaging.Ensure visitors are guided toward meaningful actions.Compliance & Accessibility:Verify privacy policies, cookie policies, and GDPR compliance.Check accessibility standards to ensure inclusivity.Review terms and conditions if applicable.Align with Future Vision:Before diving into fixes, capture your business vision and ambitions for 2026.Ensure your website review addresses future goals, not just current repairs.Think like an athlete: review past performance while preparing for upcoming challenges.Create a Prioritised Roadmap:Identify quick wins versus longer-term projects.Focus on changes with the biggest impact and smallest effort first.Break improvements into bite-sized tasks: tomorrow, next week, next month, Q2, Q3.Choose the right timing—if Q4 is too busy, schedule your review for Q2 instead.❓ How Do I Reboot My Blog for 2026?Move Beyond Keyword Dumping:Stop treating your blog as a keyword dumping ground.Avoid creating content solely to rank...

In this thought-provoking episode of the 90-Day Website Mastery Podcast, Jonny Ross and Pascal Fintoni challenge a question that many business owners are quietly asking: "Why bother with a website when LinkedIn is doing the job?" Sparked by a real workshop encounter, the discussion explores why owning your digital real estate matters more than ever, even when social platforms seem to be delivering results. It's all about credibility, control, visibility beyond walled gardens, and future-proofing your business in an unpredictable digital landscape.Jonny and Pascal also tackle the intriguing rise of AI-generated podcasts, asking whether we'd actually listen to content created entirely by artificial intelligence, and what this means for content creators and website owners. Plus, discover powerful design tools from Microsoft and beyond, and learn the specific website adjustments you should implement this week to enhance user experience and search visibility.If you're a business owner, marketing leader, or anyone responsible for building lasting brand authority online,this episode is essential listening.❓ Why Do I Need a Website If My LinkedIn Profile Is Working Well?LinkedIn is a powerful platform, but you don't own or control it, algorithms can change overnight.A website gives you complete control over your brand narrative, look, feel, and messaging.Your brand isn't just a logo and font, it's a feeling. A website delivers that emotional connection far better than a uniform social profile.Visibility beyond LinkedIn: Only a fraction of your potential audience is active on LinkedIn.Websites enable scalability and lead generation through case studies, testimonials, and strategic content.Future-proofing: Digital platforms shift constantly. Owning your website protects you from platform dependency.LinkedIn content has limited shelf life—website content remains accessible and discoverable for years.A website allows you to play the Google game (and the AI discovery game), increasing long-term visibility.❓ Would I Actually Listen to a Podcast Generated Entirely by AI?Based on the Adweek article "AI Is Disrupting Everything. Why Not Podcasting?" by Mark Stenberg:AI podcasts are already here: Startups are creating thousands of episodes for under £1 per episode.Both hosts agree: Yes, they would listen to AI podcasts, but only if the content provides value.Jonny regularly uses Notebook LM to transform research and strategies into engaging podcast-style audio.Pascal uses Microsoft Copilot to generate custom six-minute podcasts on specific topics for his commute.Two types of listeners exist: Those who want content (where AI excels) and those who want connection (where humans win).AI suits "disposable" content: News roundups, weather, sports, business updates, and educational summaries.Humans excel at storytelling and connection: Interviews, emotional narratives, and authentic conversations.Hybrid approach recommended: Use AI for functional content, human creativity for connection-driven material.Website application: Consider using AI to create audio roundups of your written content, clearly labelled as AI-generated.❓ What Design Tools Can Help Me Create Professional Visuals Quickly?MS Designer (Jonny's pick):Microsoft's AI-powered graphic design platform at...

In this episode of the 90-Day Website Mastery Podcast, Jonny Ross and Pascal Fintoni tackle a crucial question for website managers: Should you upload videos directly to your website or embed them from platforms like YouTube and Vimeo?The discussion delves into the strategic considerations behind video hosting decisions, performance implications, and how to maximise both user experience and discoverability. Pascal and Jonny break down when to use native uploads versus embeds, and explain the distinct advantages of YouTube for reach versus Vimeo for polish and control.The episode also reflects on Jason Hellerman's five-part YouTube storytelling framework from No Film School, revealing how to structure videos that hook viewers immediately and keep them engaged through to the final reflection. This proven structure works for B2B, B2C, and social content alike.Finally, Jonny and Pascal introduce two powerful AI tools: one for generating complete website prototypes in seconds, and another for creating professional-grade product imagery, plus actionable website optimisations you can implement today.If you manage a website, create video content, or want to improve your site's performance and engagement—this episode delivers immediately applicable strategies.🎥 Should I Upload Videos Directly to My Website or Embed Them?The answer depends on your strategic goals and the type of video content you're creating.Upload directly to your website when:You need seamless integration (hero videos, contact page messages, product demonstrations)You want complete control over branding and user experienceThe video is bespoke to that specific pageCritical: Optimize video files rigorously to maintain site speedEmbed YouTube videos when:You're building a YouTube channel and want to increase visibilityYou want videos to be easily shareable across platformsYou're creating social-style content that benefits from wider distributionThe more places a YouTube video appears in relevant contexts, the better for SEOWatch out for: Limited branding control, potential ads, and suggested videos from competitorsPro tip: Add ?rel=0 to the end of YouTube embed URLs to show only videos from your channelEmbed Vimeo videos when:You need polished, professional presentation for service pages or case studiesYou want full control over branding without ads or distractionsYou're creating promotional content or training materialsYou need granular control over download and sharing permissionsNote: Vimeo requires a paid subscription based on upload volumeCookie compliance matters: Remember that embedded videos trigger third-party cookies—ensure your privacy policy covers this for GDPR compliance.🎬 How Do I Structure Videos to Hook Viewers and Keep Them Engaged?Based on Jason Hellerman's framework from No Film School, here's the five-part structure for compelling YouTube content:Part 1: The Hook (15-20 seconds)Present the big goal or problem you're addressingAnswer the "what"—what will you explore, solve, or understand?Use pattern interrupts: bold statements, surprising stats, or quick visualsSpeak directly to your ideal client using "you" and "your"Build curiosity with strategic word choicesInclude social proof early if possible (e.g., "tested across X clients")Part 2: The Context (up to 1 minute)This is surprisingly the most important sectionShift from...

In this episode of the 90-Day Website Mastery Podcast, Jonny Ross and Pascal Fintoni address the critical challenge every business owner faces: What do you do when your website project isn't progressing as expected?The discussion provides practical guidance on managing web development relationships, preparing for crucial meetings with suppliers, and ensuring projects get back on track without damaging professional partnerships.The episode also revisits their comprehensive "20 Urgent SEO Actions for the AI Search Era" resource, breaking down why traditional SEO strategies are no longer sufficient and what specific steps you must take to remain visible in an AI-dominated search landscape.Finally, Jonny and Pascal introduce two innovative tools for accessibility and visual content creation, plus actionable website improvements that can boost trust and conversions immediately.If you're responsible for website strategy, project management, or digital visibility, this episode delivers the clarity and action steps you need.❓How Should I Prepare for a Meeting with My Web Developer When My Project Is Stalling?Start with the original brief - review what was initially agreed and documentedTake the role of project director - approach the meeting as a collaborative reset, not a blame sessionAsk key diagnostic questions: "Where are you at?", "What are you waiting for from our side?", "What are the next steps?"Step back to the bigger picture - revisit the project's core purpose and business objectivesFocus on relationship management - keep suppliers motivated and feeling supportedLook for small victories - celebrate incremental progress rather than waiting for major milestonesBe realistic about capacity - acknowledge that both sides may face unexpected challengesCome prepared with solutions - rather than just presenting problems, suggest ways forward❓Is My SEO Strategy Ready for the AI Search Era?Based on Jonny and Pascal's "20 Urgent SEO Actions" resource, the key shifts include:Technical SEO for AI: Structure content so machines can easily understand context and relationshipsContent optimisation: Move beyond traditional keyword stuffing to create genuinely helpful, in-depth contentAuthority building: Focus on trust signals, citations, and credibility markers that AI systems recogniseLocal visibility: Use specific geographical terminology naturally within contenExplicit trust signals: Mention reviews, certifications, and credibility markers directly in your contentContent structure: Add "Too Long; Didn't Read" sections and follow-up questions mimicking AI behaviourDepth over brevity: Abandon the outdated "online content must be short" mentalityThe reality: AI summaries are creating a more level playing field where newer businesses with quality content can appear alongside established brands, regardless of domain authority.❓What Digital Tools Can Transform My Website's Accessibility and Visual Appeal?Signapse.ai (Jonny's recommendation):Translates videos, events, and announcements into British Sign Language or American Sign LanguagePowered by AI and approved by real deaf translatorsRemoves cost barriers to making content accessibleCurrently being used by NHS trusts and other major organisationsIdeal for educational content, event recordings, and promotional...

Welcome to this urgent and timely update. With the rise of AI-powered search engines like Google's AI Overviews, ChatGPT, and Perplexity, traditional SEO practices are no longer sufficient. In this special episode, Jonny Ross and Pascal Fintoni provide 20 actionable strategies to help your brand stay visible, relevant, and competitive in the AI summaries era.Key Context: The AI Search RevolutionThe search landscape has fundamentally shifted:November 2022: ChatGPT launchedMay 2024: Google AI Overviews became visible on SERPs, causing click-through rates to drop by 34%May 2025: Google launched AI Mode fully for the USACurrent State: Zero-click searches have risen from 56% (May 2024) to 69% (May 2025)Traditional search queries averaged 2 words in 2020, but now average 23 words in 2025. Search is evolving from simple keywords to complex, conversational prompts.00:10:30 - Part 1: GEO & The New Rules of Visibility (Actions 1-6)Johnny's Essential Actions:Prepare for AI Crawlers - Create an experimental llms.txt file to signpost your best content to AI search enginesTrack AI Citations, Not Just Traffic - Monitor brand mentions across ChatGPT, Perplexity, and Google SGE using tools like RightsonicAdopt GEO Thinking - Understand Generative Engine Optimisation as an expansion of SEO, focusing on AI models as new browsersPascal's Essential Actions:Add TL;DR or Key Takeaways Sections - Create scannable summary boxes at the start of your content, similar to news websitesWrite 'AI-Quotable' Content - Break content into self-contained paragraphs that can be extracted independentlyPublish Content Authored by You - Maintain consistent voice and authority, as AI summaries deprioritise purely AI-generated content00:17:15 - Part 2: Onsite Optimisation for AI Summaries (Actions 7-12)Johnny's Technical Optimisations:Use Structured Data (Schema Markup) - Implement FAQ, How-To, and Organisation schemas with enhanced properties like "Same As," "Known For," and "Area Served"Update Metadata with AI-First Formatting - Include location terms (UK-wide, nationwide) in headings and bold key phrasesEnsure Semantic Structure & Speed - Optimise for AI crawlers with fast loading times, proper HTML structure, and ensure AI bots aren't blocked by CloudflarePascal's Content Strategies:Write With AI Follow-ups in Mind - Use "People Also Ask" suggestions to create supplementary content that follows AI conversation patternsRethink Your 'About Us' Section - Transform it into a Q&A format as if being interviewed by a journalist, including location-specific informationCreate Evergreen Authority Clusters - Organise content into thematic hubs with strong internal linking between related pages00:26:23 - Part 3: Offsite Authority & Strategic Adaptation (Actions 13-18)Johnny's Reputation Building:Monitor Brand Mentions Across the Web - Track citations using tools like Brand24, SEMrush, or Mention, focusing on partnerships rather than just backlinksEngage in AI-Indexed Communities - Participate on Reddit, Quora, and YouTube, as these platforms provide significant citations to AI engines (Reddit accounts for 21% of Google AI citations, 47% of Perplexity citations)Adapt to the Visitorless Web - Reduce dependence on website visitors and rethink your website's role in the customer...

In this episode of the 90-Day Website Mastery Podcast, Jonny Ross and Pascal Fintoni return after a break to tackle three game-changing topics that every website owner needs to understand: the true power of storytelling on websites, key insights from London Tech Week 2025, and the essential AI tools that are transforming how we manage and create website content.The episode explores how storytelling isn't just marketing fluff. it's a fundamental communication tool that can transform your website from a static brochure into an engaging journey that makes your visitors the hero of their own story.Jonny shares exclusive insights from London Tech Week, revealing why AI adoption has moved from optional to essential, how sustainability has become a major selling point, and why enterprise-level AI rollouts signal that smaller businesses must act now or risk being left behind.Finally, the hosts recommend cutting-edge tools including Google's enhanced NotebookLM and Opus Pro video editing, plus two website adjustments that can future-proof your site for the AI-driven web.If you manage a website, create content, or want to stay ahead of the digital curve, this episode delivers practical strategies you can implement immediately.❓What Does Storytelling Really Mean for My Website?The StoryBrand Framework (Donald Miller's 7-Step Process):Your visitor is the hero, not your business—speak directly to their needs, frustrations, and goalsIdentify their problem—name the pain point early (slow supplier, clunky platform, overwhelm)Position yourself as the guide—you understand their challenge and have a proven solutionProvide a clear plan and call to action—simple steps, not complex dropdown menusShow the transformation—help them visualise life after working with you (faster sales, better confidence, more leads)Practical Implementation:Replace "We offer secure hosting" with "Sleep better knowing your website is always up"Structure content around customer outcomes, not company featuresInclude real customer stories and testimonials throughout your siteCreate emotional threads that guide visitors through a clear journeyPascal's Two-Part Storytelling Framework:Story: The structure of what you've observed, why it's happening, and what people are trying to achieveTelling: The format you choose—words, images, videos, sounds—to deliver that narrativeFocus on relatable anecdotes and case studies that supplement facts with human connection❓What Are the Key Takeaways from London Tech Week 2025?Jonny's Five Major Insights:1. AI Integration is Non-NegotiableAI was mentioned in every conversation—it's no longer a bolt-on featureMust be embedded across the entire business, not just marketingApplications: content drafting, customer support chatbots, real-time analytics summaries2. Sustainability SellsGreen tech and climate-focused startups had dedicated stages with packed audiencesInvestors are actively seeking businesses with sustainability storiesShowcase local sourcing, carbon offsetting, renewable energy usage3. AI Fluency is the New Basic SkillJob requirements now include AI competency alongside Excel and WordTeams need employees who can write prompts, experiment with tools, and embrace curiosityFrom admin teams cleaning...

In this action-packed episode of the 90-Day Website Mastery Podcast, Jonny Ross and Pascal Fintoni dive into one of the most pressing questions facing business owners today: Should you add AI chatbots to your website? They explore the benefits, risks, and best practices for implementing AI-powered customer service tools without damaging your brand experience.The episode also provides an essential breakdown of Google I/O 2025's key announcements, revealing how the future of search will fundamentally change website traffic patterns and what businesses must do to adapt. From AI-powered search modes to multi-modal queries, Jonny and Pascal translate Google's developer-focused conference into actionable insights for website managers.Finally, they share two cutting-edge video creation tools, practical website optimisation tips, and immediate action steps you can take to future-proof your online presence. If you're responsible for your company's digital strategy, customer experience, or online growth—this episode is essential listening.❓ Should I Add AI Chatbots to My Website?The Reality Check: AI chatbots can work brilliantly, but only with proper setup and clear objectives.Avoid the Trap: Don't just add a cheap or free chatbot and expect results—this leads to robotic, unhelpful responses.Success Factors:Invest significant time in setup and trainingDefine clear boundaries for what the bot can and cannot doEstablish workflows for when to transfer to human supportFocus on specific parts of your website rather than the entire siteSet up knowledge bases and tone-of-voice guidelinesStrategic Implementation: Consider chatbots for content-rich sections like blogs or case studies where users expect help navigating complex information.The Key Question: Is your motivation to provide better service, or just to avoid tasks you don't like doing?❓ What Does Google I/O 2025 Mean for My Website Traffic?Major Changes Coming:AI Mode: A parallel search experience that will be heavily media-rich, creating infographics, videos, and audio summaries automaticallyMulti-Modal Search: Users can now search by voice, camera, sketching, or traditional typingZero-Click Results: Expect dramatically reduced website traffic as AI provides complete answers without users visiting your siteWhat This Means for Your Business:Traffic Will Decline: Traditional website analytics will show less evidence that your SEO efforts are workingNiche Down: Longer, more detailed AI queries favor highly specific, specialized contentBe Explicit: AI can only work with the information you choose to share—generic content will make you invisiblContent is Critical: Case studies, reviews, and detailed service descriptions become even more importantMedia Creation: Google will create visual content about your business based on your written content❓ What Video Creation Tools Should I Be Using in 2025?HeyGen.com (Jonny's Pick):AI-powered tool for creating lifelike avatar-based videosPerfect for customer communications and internal trainingScalable and highly personalizableUsed by organizations like the NHS for staff communicationsFocus on finding unique use cases beyond the obvious promotional materialsInstagram Edits (Pascal's Pick):Dedicated vertical video editing app from...

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 changedKey areas to clarify: custom code, design elements, stock images, plugins, and data ownershipWhat to do: Have an upfront conversation about IP ownership and negotiate licensing agreementsEnsure you get perpetual licenses for any proprietary solutions the agency wants to retainAlways verify that stock imagery and video licenses are properly transferred to your businessRed 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 TimesBased 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 toughSwitching to dull, rational, performance-driven campaigns that bore consumersThe 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 connectionKey elements for effective marketing: Dialogue, music, storytelling, real people, and strong sense of placeOpportunity during downturns: Media costs are often lower, giving you higher share of voiceRoy Sutherland's advice: Ring-fence 10-15% of budget for testing and experimentationRemember: Emotions drive profit — boring, neutral content achieves nothing🛠️ Powerful Tools for Website Managers and Content CreatorsBardeen.ai (Jonny's pick):AI-powered workflow automation tool that works within your browserKey features: Right-click to send tables to Google Sheets, automate keyword rank checking, bulk content uploadsPerfect for eliminating repetitive tasks and speeding up data managementThink of it as: Advanced keyboard shortcuts for your entire workflowCanva Vertical Video Templates (Pascal's pick):Recently refreshed and significantly improved social media templatesPerfect for: Creating professional reels, stories, and LinkedIn video...