What's This Page About?
A curious look at how small business websites work, where they’re heading and the ideas shaping what comes next. For a Quick Read please scroll to the end
Welcome to Web Wise:
Our regular blog
Clear, curious insights into how small business websites work, why they often don’t, and what’s changing next.
Stay in the Loop
Get practical website tips, new guides and behind-the-scenes insights once a week - written in plain English and designed to help your business make smarter decisions online (plus pre-launch subscribe for your chance to win a new one-page power website worth £2,000!). Click on the button below to get more details.
Start Here
Grab a brew and dive in (and not for one minute suggesting they are long. Most posts take about 5-7 minutes to read so you might want to get a 'to-go' cup).
Written By Susi
Insight-led articles written by Susi Hogan -exploring how small business websites really work, why certain choices matter and the small shifts that make a big difference. Clear thinking, practical ideas and the occasional raised eyebrow included.
Join the Conversation
Web Wise works best when it’s a place for helpful, kind discussion.
Feel free to add your thoughts, questions or tips in the comments - and keep it constructive.
Polite curiosity very welcome. Rudeness… not so much.
A little kindness keeps the internet running smoothly.
Comments are open – feel free to share your thoughts or questions. We only remove content if it’s harmful or inappropriate.
About Webwise
What is Web Wise and how does it help me improve my website?
Web Wise explores how small business websites actually work – the choices behind them, the clarity they need, and the small improvements that make a big difference.
Is Web Wise for new businesses, established brands or ecommerce?
All of the above.
If you run a business and want a website that performs - whether that means more clarity, more trust, better visibility or simply feeling confident in your decisions - Web Wise is written for you.
Why should small businesses care about website clarity, structure and AEO?
Because modern search (especially AI search) depends on websites being easy to understand.
Clear writing. Logical structure. Helpful answers.
Web Wise shows you how to achieve that - one useful idea at a time.
What You Will Find Inside...
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simple explanations that make the web make sense
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bite-sized how-tos for quick, confident fixes
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real website examples — the brilliant and the baffling
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practical tools for sharper clarity
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AEO-focused guidance for the world of AI search
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insights on content, structure and brand personality
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useful downloads, templates and small time-savers
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and the odd well-timed nudge when you need it
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Get in Touch
Book A Discovery Call
Let's talk! Click here →
Meet the Writers
Susi Hogan - Founder & Lead Writer
Susi Hogan is the founder of Kingstown Web Studio and the voice behind Web Wise. After 30+ years in marketing and brand communication, she has developed a particular interest in how small business websites actually work - the good decisions, the questionable ones, and the quietly important bits most people don’t notice until someone points them out.
Susi writes with equal parts experience, curiosity and a well-timed raised eyebrow, breaking down website clarity, structure and search in plain English so business owners can understand what’s happening and why it matters. Expect practical insight, real examples and the occasional “Did we really used to build websites like that?”
Guest Experts -
Additional Perspectives
Every so often, Web Wise features guest contributors — designers, strategists, content specialists and other smart humans with interesting perspectives on how websites take shape in the real world.
These aren’t generic guest posts. They’re practical, experience-led pieces chosen for one reason: they help you see websites from another angle. Different disciplines, different opinions, occasionally contradictory ideas - all welcome here. (Good thinking rarely travels in a straight line.)
If you’d like to contribute something useful, curious or eyebrow-raising, get in touch.
Quick Read: TL;DR
What is TL;DR?
It means “Too Long; Didn’t Read” - a quick summary for fast scanning and voice assistants like Alexa or Siri that surface the short version first.
Summary
Web Wise is your plain-English guide to how small business websites really work - the choices behind them, the clarity they need and the small shifts that make a big difference. You’ll find practical ideas, real examples and quick, useful takeaways to help you make confident decisions about your own site.
Your Questions, Answered Clearly
These are page specific questions. We will have a site-wide FAQ section and search (and a friendly virtual Susi-bot) on launch.
What is Web Wise?
It’s a library of helpful website guides covering structure, clarity, search, branding, content and strategy - all written in clear, everyday English.
Who is Web Wise for?
Small and medium-sized businesses, growing brands, new startups and anyone who wants a website that works properly.
Do I need to be technical to understand Web Wise?
Not at all. Everything is written to be simple, practical and easy to apply.
Will you be adding more topics?
Yes - Web Wise updates regularly, and you’re welcome to request new topics at any time.
Can I ask questions or leave comments?
Yes. And constructive comments are always appreciated.
Is Web Wise part of the paid service?
No - it’s free. Use it as much as you like.
What Does This Term Mean?
We like to keep things simple, so here are the key terms explained in plain English. If you ever get stuck on a definition, this glossary makes everything clear and easy to understand what has been notred on this page. We will also have a full sitewide section for more info after launch.
AEO (Answer Engine Optimisation)
A way of structuring your website so AI tools and modern search engines can understand it clearly and provide accurate answers to users.
Branding
The visual and verbal identity of your business — including colours, fonts, imagery and tone — that helps your website feel consistent and recognisable.
Clarity
How easily visitors can understand your website: what you do, who it’s for and what they should do next. Clear websites perform better for both people and search engines.
Content
The words, explanations and messages used across your website to communicate what you offer and why it matters.
Everyday English
Simple, plain-language writing that avoids jargon and helps users understand your website quickly and confidently.
Guides
Practical articles that explain website concepts in a clear, usable way so you can apply the ideas immediately.
Search
How people find your website online — including traditional SEO and newer AI-driven methods such as AEO.
SEO (Search Engine Optimisation)
The process of improving your website so traditional search engines like Google can find, understand and rank your pages effectively.
Strategy
The thinking behind how your website is structured, written and designed — ensuring every part supports your goals and user needs.
Structure
The layout and organisation of your website: how pages flow, how information is ordered and how users move from one idea to the next.
User Experience (UX)
How your website feels to visitors — including ease of navigation, clarity of information and overall usability.
