Websites don’t convert because they’re pretty—they convert because they’re clear and customer-focused. In this conversation, Mike (Gen X, branding/web) and Liz (Gen Z, social strategist) dig into what actually moves a visitor to act: messaging, structure, and simple changes that remove friction.

You’ll learn

• Make it about the customer: lead with problems solved, outcomes, and “what’s in it for me,” not a bio dump.
• Clarity wins: say exactly what you do and how to get it—avoid the “curse of knowledge.”
• Content vs. design: strong copy is the engine; good design supports attention, trust, and flow.
• Speed + UX matter: balance visuals with page speed and a clean path to action (especially for ad landing pages).
• Reviews that work: showcase third-party testimonials for credibility; a Google reviews feed can help.
• FAQs that convert: answer real buyer questions on product/service pages (and let SEO be a bonus).
• About page, rethought: second-most visited page; use it for alignment—values, team, proof, process.
• Case study thinking: show transformation and make long journeys (multi-step forms, e-comm) pleasant.
• Measure and improve: watch analytics/search data and real-world feedback; keep the site “living.”

Quick wins you can do this week

• Pick one primary CTA (call, book, buy, contact) and make it the default button across key pages.
• Add 5 FAQs to your top service/product page—short questions, clear answers.
• Run a page speed check on your homepage and main landing page; compress oversized images.
• Update your About page for alignment: who you help, how you work, proof (accreditations, a standout testimonial).
• Read your homepage out loud—can a first-time visitor tell what you do in 10 seconds? If not, simplify.
• Open Search Console/analytics to see which pages and queries bring traffic; refine those pages first.

AI isn’t your strategy—it’s a tool. In this conversation, Mike (Gen X, branding/web) and Liz (Gen Z, social strategist) dig into how small businesses can use AI to work smarter without losing their voice, judgment, or trust.

You’ll learn

• AI as partner, not pilot: Treat it like an intern—you remain the decision-maker.
• Hype vs. reality: Where AI truly saves time (research, summarizing, outlining) and where humans must lead (strategy, judgment).
• Beat blank-page syndrome: Use AI to brainstorm, structure, and refine—then edit for truth and tone.
• Prompting that works: Chain prompts, ask for critiques, and move one step at a time instead of one mega-ask.
• Protect your voice: Build a reusable context prompt and feed examples (transcripts, posts) so outputs sound like you.
• Authenticity matters: Why fully synthetic video/images can undercut trust—and when to avoid them.
• Tools with intent: Pick tools to solve real bottlenecks, not because they say “AI” on the box.
• Guardrails for safety: Fact-check, mind permissions/licensed media, and don’t outsource legal or high-risk calls to a model.
• Differentiation > automation: Your brand and strategy are the moats AI can’t provide—you supply the wisdom.

Quick wins you can do this week:

• Create a one-page context prompt (who you help, tone, dos/don’ts) and paste it at the top of new chats.
• Upload 2–3 transcripts or past posts; ask AI to summarize your voice, then rewrite one caption in that voice.
• Run a three-step chain: outline → devil’s-advocate critique → revised draft. Edit for accuracy and tone.
• Make two lists: “Safe to assist” (research, outlines, captions) and “Do not automate” (pricing, legal, sensitive comms).
• Pick one bottleneck (e.g., meeting notes or clip cutting), try a single AI tool for it, and document the workflow you’ll repeat.

Social media isn’t just a task. It’s a system. In this conversation, Mike (Gen X, branding/web) and Liz (Gen Z, social strategist) break down how small businesses can use social without letting it run their lives: what to ignore, what to focus on, and how to build a workflow that actually sticks.

You’ll learn

• Social ≠ personal: Your feed isn’t a journal; day-in-the-life works only when it serves a clear goal.
• Trends aren’t strategy: Virality is an outlier; preparedness + opportunity beats chasing gimmicks.
• The 4-day workflow: Plan → prep assets/briefs → produce/review → schedule to cut context switching.
• Pick platforms on purpose: Go where your audience behaves like buyers—and only where you’ll show up.
• Personal vs. company brand: Be human without making it a diary; build with your long-term plan in mind.
• From “billboard” to value: Stop posting only promos; use process, case studies, and before/after stories.
• Short-form that works: Beginning–middle–end with useful VO; use licensed audio (no ripping trends).
• Organic → paid: Let organic winners inform Meta ads to lower costs and increase relevance.
• Metrics that matter: Tie KPIs to goals—awareness (reach/impressions), consideration (interactions), interest (profile visits/link clicks).
• Community > spikes: Consistency and repetition (those 7–12 “touches”) create steady results.

Quick wins you can do this week

• Audit your bio: Who you help, how, where you are, and how to contact—clean, clear, and current.
• Block the month: Put four dates on the calendar—plan, prep, produce/review, schedule.
• Repurpose a winner: Take your best recent post and remake it as a clip, carousel, or text overlay.
• Focus your effort: Choose one primary channel; claim handles elsewhere and pause the rest.
• Set success metrics: Pick 1–2 KPIs that match your goal and review them weekly.