Websites have come a long way from the bare-bones HTML pages of the early 90s to the slick world-wide-web we inhabit today. Affordable DIY platforms, ranging from the drop-and-drag simplicity of Squarespace to the well-built infrastructure of Shopify have allowed small business owners to access the tools of the trade that were typically the reserve of big brands and flourish.

Whether you’re running your business from an Etsy page or have coded your own storefront on WordPress, your website plays a pivotal role in reaching your customers in the digital age. But with the constant evolution in buying habits, married with the impact that widespread global uncertainty has on markets and spending, it can be difficult to know how to best harness your little corner of the internet in a sea of online competitors.

In episode 92 of The Resilient Retail Game Plan, I speak to Aime Cox-Tennant, founder and managing director of web design studio – Studio Cotton. Supporting independent brands since 2016, Studio Cotton blends the latest tried-and-tested website design expertise with a tailored, personal approach.

In this podcast, we discuss the vital importance of SEO, UX and accessibility to making sure your site is discoverable, functional and useable, as well as why it makes sense to take your site-building lead from the big high street brands. We also debate the power of the oft-neglected blog and how being human is usually the best way to your customers’ wallets (via their hearts!).