Ep. 102. Future Proofing Your Website and Client Acquisition Strategy: Finding Clients in the AI Era

Download our free book chapter on niching down

In this week's episode, I spoke to Wes Towers, a website design and SEO expert with 20 years experience, to discuss how freelancers and service providers can adapt their digital presence for the AI era. 

From "search everywhere optimization" to email marketing strategies, Wes shared with me practical insights on making your website work harder as a lead generation tool.

About Wes Towers

Wes accidentally fell into the web design industry in 2000 when his first employer—a Sydney marketing company that had never built a website—handed him their first web design project. Two decades later, he now runs Uplift, helping businesses optimize their digital presence for maximum visibility and lead generation.

Key Topics Discussed

🔍 From SEO to "Search Everywhere Optimization"

• Why our websites still matter even as AI search answers questions directly
• Your website content trains AI systems—make sure it's yours
• The fundamentals of SEO still apply: fast loading, simple structure and great content

🎯 The Power of Niching Down

• "The riches are in the niches"—become the authority in your specialized space
• How to become a "category of one" by highlighting what makes you authentically different
• Finding your unique angle by identifying industry frustrations

💡 Website Lead Generation Tips

• Reduce friction on quote request forms—keep fields minimal (3-4 max)
• Place website elements where users expect them
• Balance lead magnets with user experience

📧 Email Marketing Strategy

• Always build an email list if you can engage with it regularly
• Counterintuitive insight: Emailing too infrequently causes MORE unsubscribes
• Create reasons for regular contact (retainers, quarterly check-ups)

💰 Platform Recommendations

• For large lists (10K+): Consider MailerLite over expensive options like Pipedrive (€300/month)
• Wes uses Go High Level for email marketing and business management
• Make emails look authentic rather than salesy for better engagement

📝 Daily Visibility Practice

• Publish fresh, unique content weekly (or at least, monthly)
• Signals to search engines that your business is active and relevant

Biggest Mistakes Businesses Make with Websites

1. Overcomplicated quote request forms that create friction
2. Not publishing regular content to signal relevance
3. Failing to syndicate their message across multiple platforms
4. Not leveraging their unique perspective to stand out from competitors

Best Business Advice Wes Ever Received

Niche down. It felt counterintuitive and bold, but it was the best decision he ever made for his business.

Final Takeaway

Stay flexible and nimble. No one knows exactly