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.

In this episode, our hosts Daniel McGowan (Head of Digital Marketing) and Rashan Senanayake (Head of Design) unpack how Australian small business owners can approach digital advertising without overcomplicating the process or overspending too early.

Rather than jumping straight into complex funnels or high budgets, the focus here is on simple starting points. That includes using Google and Meta as your core platforms, understanding the role of awareness versus conversion, and making sure your website is ready to support any traffic you send to it.

Daniel explains how engagement ads can be a low-cost way to test your messaging, especially if you are already posting content organically. He also breaks down how Google Ads fit into the picture, particularly for service-based businesses where customers actively search for help.

Rashan brings in the design and user experience perspective, highlighting why landing pages, clear calls to action, and simple layouts matter when attention spans are short.

This part is designed to help business owners understand what ads are actually for, how to start small, and how to use experimentation to improve results over time.

In this episode, our hosts Daniel McGowan (Head of Digital Marketing) and Rashan Senanayake (Head of Design) walk through how Australian small business owners can set up social media in a way that is sustainable, intentional, and actually useful for the business.

The focus is not on being everywhere or chasing trends. It is about picking the right platforms based on where your audience already spends time, setting up the fundamentals that make you findable (especially Google Business Profile), and committing to the kind of engagement that builds trust over time.

Daniel breaks down why “posting without being present” rarely works, and why simple consistency beats perfect content. Rashan adds practical context around creating video content on a budget, including how to use your phone well, when stock footage is fine, and why authenticity is becoming more important as audiences get more sensitive to content that feels generic.

This part is for business owners who want a clear starting point for social media, without turning it into a second full-time job.

In this episode, our hosts Daniel McGowan (Head of Digital Marketing) and Rashan Senanayake (Head of Design) focus on what Australian small business owners need to put in place before spending time or money on digital marketing.

Rather than jumping straight into ads, social media, or SEO, this conversation breaks down the practical foundations that shape long-term marketing success. That includes having clear business goals, understanding who your real customers are, and making sure your brand and website are ready to convert attention into enquiries or sales.

Daniel draws on his experience working in agencies and client-side marketing roles to explain why many businesses struggle with marketing results. Often, it is not the platforms or tactics that are the issue. It is the lack of clarity around audience, positioning, and purpose.

Rashan plays the role of the business owner, asking the questions many people have when preparing to work with a marketing agency. Together, they unpack how specific you need to be about your customers, how to think about referrals versus targeted marketing, and why experimentation is part of the process.

This episode is designed for business owners who want to build a solid foundation for sustainable growth, rather than chasing quick wins that fade over time.

In Part 4, Daniel McGowan (Head of Digital Marketing) and Rashan Senanayake (Head of Design) wrap up the episode by pulling together the most practical lessons from Parts 1 to 3.

This final section is designed as the “TLDR” for busy business owners. The conversation starts with what to do internally first, then moves through business development, sales, and finally marketing, with clear guidance on where AI helps and where it usually hurts.

The core message is simple. Use AI as a support tool to improve internal accountability, speed up research, assist with analysis, and streamline admin. Avoid using it as a customer-facing shortcut that replaces human insight, relationships, and trust.

You will also hear a grounded discussion on how search is changing, including SEO versus AI-driven discovery (AIO), how AI Overviews are reshaping visibility, and why community, networking, and personal brand are becoming even more important.

The episode closes with one of the most overlooked risks in AI adoption, data security and tool vetting, including why small businesses need to understand where their data is going before they plug in new tools.

If you want clear, realistic advice on using AI without damaging trust, this episode is for you.

In Part 3, our hosts Daniel McGowan (Head of Digital Marketing) and Rashan Senanayake (Head of Design) shift the focus to where AI is delivering the most consistent value for businesses: internal systems and workflows.

Rather than looking at customer-facing marketing, this episode explores how AI is being used behind the scenes to streamline operations, reduce repetitive tasks, improve accountability, and support better decision-making.

Rashan leads the discussion by unpacking how organisational-wide AI adoption often starts with productivity and efficiency goals, but can quickly lose impact without proper training, integration, and strategic oversight. While tools like Microsoft Copilot and AI-powered workflow platforms can save time, they only create real value when employees understand how to use them properly.

Daniel and Rashan share practical examples of where AI works best, including proposal writing, research support, meeting documentation, task tracking, and system integrations. They explain how AI can reduce admin overload, free up time for higher-value work, and improve internal accountability, especially for small business teams.

At the same time, the episode highlights the risks of over-automation. When AI replaces human thinking, communication, and relationship-building, trust and strategic depth start to disappear. The hosts stress that AI should support people, not replace them.

If you want to use AI to run your business better without losing the human element, this episode is for you.