Apollo13

29/07/2026

Building a Website That Works – Part 8 of 12: Be Found in 2026

SEO isn't disappearing—it's evolving.

For years, the goal was to help search engines understand your website so people could find it through Google.

That still matters.

But today, people are also asking AI tools like ChatGPT and Google AI Overviews for answers instead of simply browsing a list of search results.

It's a bit like asking a librarian for help.

You don't want every book on the shelf—you want the one that best answers your question.

That's why websites now need to think beyond traditional SEO.

Alongside Search Engine Optimisation (SEO), we're seeing the rise of Answer Engine Optimisation (AEO)—creating content that AI can easily understand, trust, and use when answering people's questions.

The good news is that the fundamentals haven't changed.

Helpful content.
Clear structure.
Logical headings.
Answers to real questions.

These are the qualities that help both search engines and AI understand your website. They make your content easier to find, easier to trust, and more likely to be recommended.

Because visibility today isn't just about being searchable.

It's about being understandable.

If someone asked an AI, "Who offers the service I provide?" would your website give a clear enough answer to be included?

Next week in our Building a Website That Works series: Build Trust Through Security – why protecting your website also protects your reputation.

22/07/2026

Building a Website That Works – Part 7 of 12: Prioritise Speed

Imagine walking into a shop.

The door opens…

…but the lights stay off.

You wait.

Nothing happens.

After a few seconds, you decide to leave.

A slow website creates much the same experience.

Visitors don't see slow loading as a technical problem.

They see it as a sign that something isn't working.

Today, people expect websites to load almost instantly. Even a few extra seconds can be enough for someone to lose patience and move on.

The good news is that website speed is something you can improve.

Simple steps like:
• optimising images
• reducing unnecessary page elements
• choosing quality hosting
• keeping your website well maintained

can make a noticeable difference.

A faster website isn't just better for your visitors.

It can also improve your visibility in search results and support the overall user experience.

Because first impressions happen quickly.

Sometimes before a visitor has even read your first sentence.

Reflection: Have you ever tested how quickly your website loads on your phone using mobile data—not just your home Wi-Fi?

✨ Next week in our Building a Website That Works series: Being found online – why SEO and AEO are both important in today's search landscape.

15/07/2026

Building a Website That Works – Part 6 of 12: Design Mobile First

When we pack for a hike, we don't take everything we own.

We only take what we'll actually need.

The backpack has limited space, so every item has to earn its place.

Designing a website for mobile works in much the same way.

Instead of asking, "How can I fit everything onto a smaller screen?" we ask a better question:

"What does my visitor need most?"

That shift in thinking is what mobile-first design is all about.

Rather than designing a full desktop website and squeezing it onto a phone, you start with the smallest screen first.

It encourages you to focus on what matters:

a clear message
intuitive navigation
buttons that are easy to tap
fast loading pages
a simple path to the next step

Once you've built a great experience for mobile, expanding it for larger screens becomes much easier.

Today, for many businesses, a phone isn't the second place people visit their website.

It's the first.

So before you launch your website, try this simple exercise:

📱 Open your own website on your phone.

Can you understand what the business offers within a few seconds?

Can you find what you're looking for without zooming or searching?

If the answer is yes, you're already thinking mobile first.

Because designing for the smallest screen often creates the clearest experience for everyone.

✨ Next week in our Building a Website That Works series: Why website speed matters—and how just a few extra seconds can cost you visitors.

08/07/2026

Building a Website That Works – Part 5 of 12: Choose the Right Foundation

Over the past few weeks, we've explored why your website exists, who it's for, how to plan your content, and how to organise it.

Now it's time to choose the foundation that will support it all.

When people begin building a website, one of the first questions they ask is:

"Should I use WordPress, Shopify or Wix?"

The answer isn't as simple as choosing the most popular platform.

The best platform is the one that supports your goals, your content, and the way your organisation works.

For example:

• Do you need complete flexibility and room to grow?
• Are you planning to sell products online?
• Who will be updating the website?
• Will your needs change over the next few years?

Thinking about these questions first makes choosing a platform much easier.

A content management system (CMS) isn't just a tool for publishing pages—it's the foundation your website is built on. The right choice should make managing content straightforward, support your long-term goals, and be flexible enough to grow alongside your business. That's why it's important to understand your requirements before selecting a platform. (Inspired by insights from the William Joseph guide to choosing a CMS.)

There isn't a single "best" platform.

There's the platform that's best for your business.

Because the strongest websites aren't built around technology.

They're built around people, purpose, and plans for the future.

Reflection: If your business doubled in size over the next three years, would your current website still support you?

Next week in our Building a Website That Works series: Mobile First – why designing for the smallest screen often creates the biggest impact.

https://www.williamjoseph.co.uk/blog/choose-cms

Do you need custom features? WordPress can be used with a pre-made template and Gutenberg blocks or a page builder plugin like Elementor, Divi or…

01/07/2026

Building a Website That Works – Part 4: Build a Clear Structure

Over the past three weeks, we've explored:

• Why your website exists
• Who you're creating it for
• What your visitors need to know

Now it's time to think about how they find that information.

Imagine walking into a library where none of the books are organised.

The information is there…

…but finding it becomes frustrating.

Websites work in much the same way.

You might have excellent content, clear service descriptions, and helpful FAQs, but if visitors can't navigate your site easily, they may never discover them.

A clear website structure acts like a map.

It guides people from one page to the next, helping them understand where they are, where they need to go, and what to do next. A logical hierarchy, intuitive navigation, and clear calls to action all contribute to a smoother user journey.

When planning your website, ask yourself:

• Can visitors find important information in just a few clicks?
• Does each page naturally lead to the next?
• Is the navigation simple and easy to understand?
• Are you making people think… or helping them move forward?

Good structure reduces confusion and builds confidence.

Because if people have to stop and wonder where to click next, they're more likely to leave than explore.

A website isn't just a collection of pages.

It's a journey.

And every journey should have a clear path.

Read more here:
https://www.getyouonline.co.uk/news/planning-your-website-structure-

Next week in our Building a Website That Works series: Choosing the right platform – finding the foundation that supports your business today and allows it to grow tomorrow.

24/06/2026

🌿 Building a Website That Works –

Part 3: Plan Your Content

Over the last two weeks, we've explored two important questions:

Why does this website exist?

and

Who is it for?

Now it's time for the next step:

What do visitors actually need to know?

This is where content planning comes in.

Many website projects stall at this stage because people feel they need to write more.

More pages.
More text.
More information.

But effective content isn't about quantity.

It's about clarity.

Think about the journey your visitors are taking.

When they arrive on your homepage, what should they understand within a few seconds?

When they visit your services page, what questions need answering?

What concerns might they have before getting in touch?

What action would you like them to take next?

Good content helps people move forward confidently.

That's why some of the most important pages on a website are often the simplest:
• Clear homepage messaging
• Helpful service descriptions
• Thoughtful FAQs
• Strong calls to action

Every page should have a purpose.

Every piece of content should help visitors understand, decide, or act.

Because content isn't there to fill space.

It's there to guide people.

Why not learning something new from this article:

https://online.hbs.edu/blog/post/content-strategy

✨ Next week in our Building a Website That Works series: Structure Matters – organising information so visitors can find what they need quickly and easily.

Learn how to develop a content strategy that delivers educating or entertaining content to your target audience and helps move your bottom line.

17/06/2026

Building a Website That Works –

Part 2: Know Your Audience

Last week, we started with a simple but important question:

Why does this website exist?

This week, we're asking the next one:

Who does it exist for?

It's easy to focus on what we want to say about our business, products, or services.

But the most effective websites start somewhere else.

They start with the people visiting them.

What are they looking for?

What problems are they trying to solve?

What questions do they need answered before they feel confident taking the next step?

When we understand our audience, everything becomes clearer:
• What content to create
• How to structure information
• Which messages matter most
• What actions visitors are likely to take

A common mistake is creating a website around what the business wants to share.

A better approach is creating a website around what visitors need to find.

Because people don't visit websites to admire them.

They visit them to accomplish something.

The best websites bridge that gap by answering real questions for real people.

So before writing your next page, ask yourself:

What does my ideal visitor need to know, feel, or understand when they arrive?

That's where great website content begins.

https://neilpatel.com/blog/target-audience/

Next week in our Building a Website That Works series: Planning Content – turning audience needs into clear, purposeful pages.

Learn how to identify, understand, and reach your target audience with the six-step framework I used to grow one of the world’s biggest marketing agencies.

10/06/2026

Building a Website That Works

A 12-Week Guide to Launching a Successful Website
– Part 1: Start with Purpose

Before choosing colours, layouts, or platforms, there is one important question to ask:

Why does this website exist?
Why do I need this website?

It sounds simple, but this is often the step that gets overlooked.

Is your website there to:
• Generate leads for your business?
• Sell products online?
• Build trust and credibility?
• Provide useful information?
• Create and nurture a community?

When a website has a clear purpose, every decision becomes easier. The content is more focused. The navigation feels intuitive. Visitors understand what you offer and what to do next.

Without that clarity, websites can easily become digital brochures – attractive to look at, but not actively supporting your business goals.

A successful website isn't just about being online.

It's about creating an experience that serves both your visitors and your business.

So, before launching your website, take a moment to ask:

What do I want this website to achieve?

The answer will guide everything that follows.

✨ Next week in our Building a Website That Works series: Knowing Your Audience – understanding who you're creating your website for and what they truly need.

03/06/2026

One of the newest challenges in launching a website isn't design or technology.

It's visibility.

For years, website owners focused on SEO — helping search engines understand their content and rank it in search results.

That still matters.

But in 2026, there's a new layer to consider: AEO (Answer Engine Optimisation).

More and more people are finding information through AI-powered tools that provide direct answers rather than lists of links. Instead of simply ranking webpages, these systems analyse multiple sources, extract information, and generate a response.

This changes an important question:

Instead of asking,
"Will my website rank well?"

we also need to ask,

"Will my content be trusted enough to be cited in an AI-generated answer?"

The good news is that the fundamentals remain familiar.

Clear content.
Well-organised information.
Credible sources.
Useful answers to real questions.

These help both search engines and AI systems understand what your website offers.

The challenge for website owners is learning to balance both worlds:
optimising for traditional search while creating content that is clear, trustworthy, and easy for AI systems to interpret.

In 2026, visibility isn't just about being found.

It's about being understood.

A fascinating read on where search is heading:
https://business.adobe.com/uk/blog/seo-in-2026-fundamentals

AI search optimisation for 2026: Move beyond rankings to win citations in AI-generated answers. Engineer content for extractability, trust and ROI.

28/05/2026

Hello, I hope you are well 🙂

We know many business owners are tired of hearing:
“You need a website.”

At this point, most people already know that.

So instead of giving more pushy advice,
we thought it would be more useful to simply share real websites that genuinely work well for real businesses.

Thursday posts are not about perfect, trendy websites.

We will focus on websites that clearly help their owners connect with customers, build trust, and communicate what they do well.

So from this Thursday, we’ll start sharing examples and looking at what makes them effective.

The first Thursday: Website That Works

PRESS Modern Massage

What makes this website interesting is that it avoids the typical “beauty salon” look.

it uses:
• bold graphics
• modern typography
• confident colours
• clean structure

Colours like warm dark green supporting a lot of dark gold makes is feel calm but strong.

The result feels more focused on recovery, wellbeing, and real care.

A good example of how design shapes how a business is perceived.

Worth exploring 👇

https://www.pressmodernmassage.com/

Therapeutic, Swedish, Deep tissue, and Sports massage across NYC. 60K clients served since 2008, 5 NYC locations, therapists with 1,000+ hours of training.