In episode 143 of the SEOLeverage Podcast, Gert Mellak and Greg Merrilees discuss the evolving landscape of website design, particularly in the context of e-commerce. They explore the integration of AI in website development, the importance of understanding client needs, and the best practices for designing effective product pages.

The discussion also highlights the significance of personalization and the need for continuous improvement in website design to enhance user experience and conversion rates.

Key Takeaways:

• AI tools can help new businesses quickly establish an online presence.

• Established businesses should not replace their existing websites with AI-generated ones.

• Understanding client needs is crucial for effective website design.

• Product pages should provide comprehensive information to aid conversion.

• Learning from industry leaders can inform better design practices.

• Differentiation from competitors is essential for brand success.

• Personalization is becoming an expectation in online shopping experiences.

• Iterative design and testing can lead to significant improvements in conversion rates.

Podcast Highlights

02:30 AI and Website Fundamentals

Greg explains that while AI tools can help beginners create quick test sites, established businesses shouldn't rely on AI alone. Successful websites need strong brand positioning, trust-building design, and a deep understanding of user behavior.

09:30 E-Commerce Design Mistakes and Fixes

Greg points out common e-commerce mistakes like thin product pages or missing proof elements. He emphasizes adding "Why Choose Us" sections, testimonials, use cases, sticky CTAs, and comparison charts to build trust, extend time on page, and increase conversions.

15:45 Why You're Not Amazon

Greg reminds listeners: don't copy Amazon. Amazon works because of its brand power and customer trust. Smaller or challenger brands should focus on storytelling, differentiation, emotional connection, and visual hierarchy.

20:50 Personalization and AI Interaction

Both Gert and Greg explore AI-driven personalization using tools like Delphi, an interactive chatbot that guides visitors toward the right offer. Greg highlights how small touches—like using a visitor's name in forms or emails—can dramatically boost engagement and conversion rates.

29:40 Redesign Strategy and Continuous Optimization

Greg advises businesses to study competitors regularly, use AI analysis tools for insights, and avoid full redesigns that could alienate loyal users. Instead, he recommends small, data-backed updates for steady growth.

Guest Website Info:

• Name: Greg Merrilees

• Role: Founder of Studio1 Design

• Website - https://studio1design.com/

Connect with Gert Mellak:

Website: https://seoleverage.com/

Email: info@seoleverage.com

In this episode of the SEO Leverage Podcast, Gert Mellak welcomes Kristina Reiser, brand strategist at Recognized, for a deep dive into what it really takes to build a brand that resonates — and sells.

💡 Kristina explains why personal branding often outweighs corporate branding, especially for small and medium-sized businesses. From her years of experience helping founders and companies communicate with clarity and purpose, she reveals how branding is more than just a logo or a color palette — it's your company's soul and long-term strategy.

🎯 Topics covered:

1. The difference between corporate vs. personal branding — and how they work together
2. Why founders should lead with their personal brand to build trust and loyalty
3. How branding supports SEO and AI-driven search visibility
4. Actionable tips to start building your brand — even if you're short on time
5. How to measure personal brand impact (yes, you can track this!)
6. Why consistency across platforms is essential in the era of AI and multi-channel marketing

Whether you're growing an e-commerce site, launching a personal consultancy, or scaling a digital agency, this episode will help you approach branding with clarity, confidence, and strategic focus.

Podcast Highlights:

01:38 - Why Branding Is More Than Marketing

Kristina explains how branding isn't just a function of marketing — it's a long-term business strategy that defines how a company connects emotionally with its audience.

02:50 - Corporate vs. Personal Branding: What's the Real Difference?

Kristina breaks down the core differences between corporate branding and personal branding, and why the latter is often more effective for SMEs and founders.

07:49 The Power of a Personal Brand in E-Commerce

Kristina delivers the episode's core message: For small and medium e-commerce businesses, your personal brand is the most valuable asset.

10:48 Start Here: Actionable Steps to Build Your Personal Brand

Kristina shares practical advice for founders starting from scratch: Build a small team, focus on the right platforms, and avoid spreading yourself too thin.

25:36 Consistency Across Platforms: Why It Matters for Google & AI

Gert and Kristina discuss how inconsistent messaging across social platforms confuses not just people, but also Google and AI.

16:36 How to Know Your Personal Branding Is Working

Kristina shares tangible KPIs to measure branding success — from increased direct traffic to brand mentions and authority in your niche.

Guest Website Info:

• Name: Kristina Reiser
• Role: Brand Strategist | Founder at Recognized
• LinkedIn: linkedin.com/in/kristinarajzer

Connect with Gert Mellak:

Website: https://seoleverage.com/

Email: info@seoleverage.com