Part 2 of our 4-part Website focused episode

In this episode, our hosts Daniel McGowan (Head of Digital Marketing) and Rashan Senanayake (Head of Design turn their attention to e-commerce websites and the very different pressures they place on design, systems, and decision-making.

Unlike service websites, an e-commerce site is where money changes hands. That single difference shifts everything. Design choices affect conversion rates, platform choices affect operations, and small points of friction can directly impact revenue.

Daniel frames e-commerce as both a marketing and business-systems problem, explaining why many online stores struggle despite strong products or high traffic. Abandoned carts, confusing checkout flows, unclear delivery expectations, and missing trust signals often do more damage than poor advertising ever could.

Rashan unpacks why e-commerce design is a specialised skill, from mapping purchase journeys to integrating payments, inventory, fulfilment, and automated customer communication. They also discuss why platforms like Shopify have become dominant for small businesses, not because they are trendy, but because they reduce technical risk and ongoing maintenance.

This episode is designed for business owners who want to sell online in a way that is reliable, scalable, and operationally sound, rather than discovering too late that their website is creating friction, compliance risks, or manual work behind the scenes.

Part 1 of our 4-part Website focussed episode

In this episode, our hosts Daniel McGowan (Head of Digital Marketing) and Rashan Senanayake (Head of Design) break down what a “good website” actually means for Australian small businesses, and where most people go wrong when they rush straight into design.

Rather than treating a website like a one-off project, this conversation frames it as a credibility tool, an information hub, and a conversion asset that needs to match your business model, your audience, and the way people actually browse today, especially on mobile.

Rashan explains how the website landscape has shifted since 2014, with modern platforms making it easier and cheaper to build a solid presence. But “easy to build” is not the same as “effective”. The real challenge is usually content, clarity, and making the site feel trustworthy in the first two seconds.

Daniel links this back to marketing fundamentals. If someone finds you through search, referrals, or social media, your website is often the place they go to validate you. That is where the right structure, messaging, speed, and legal basics can make or break whether a visitor turns into an enquiry or sale.

This episode is designed for business owners who want a practical starting point, and who want to avoid wasting money on a website that looks fine but does not convert.

In this episode, our hosts Daniel McGowan (Head of Digital Marketing) and Rashan Senanayake (Head of Design) break down how Australian small businesses can use tracking and data without feeling overwhelmed by complex tools or technical jargon.

Many business owners know they should be “tracking their marketing”, but few feel confident setting up the right systems or understanding what the numbers actually mean. Daniel explains why tools like Google Analytics 4 and Microsoft Clarity are the best place to start, and how even basic reporting can reveal where customers come from, what they click on, and where they drop off.

The conversation also explores how tracking supports better website design, clearer customer journeys, and smarter marketing decisions over time. From simple metrics like cost per click and cost per sale, through to understanding customer lifetime value, this episode focuses on what actually matters for sustainable growth.

Rather than chasing every data point, Daniel and Rashan encourage small business owners to focus on a few meaningful numbers, build confidence with the tools, and use insights to improve real business outcomes.

If you want to understand your marketing performance without overcomplicating it, this episode will give you a clear and practical starting point.