Insikter och idéer

Your homepage is often the first thing people see when they visit your website. So naturally, you want it to explain everything: who you are, what you do, your services, your story, your latest projects, your values...

Before you know it, your homepage is trying to do the job of your entire website. And that's when things start to get complicated.

Artificial intelligence is changing the way we work, create and search for information. But despite the excitement, many of the companies leading the AI revolution are still losing billions of dollars without a clear idea of how to make a substantial profit. So, is AI a bubbleor is the real story something else entirely?

For decades, online search has worked the same way: users enter a few keywords, scan through results, and decide which websites to trust. But AI-powered search is changing this behavior. Instead of searching with fragmented keywords, people are increasingly asking complete questions and expecting direct, contextual answers.

There’s a common assumption that if you write something good enough, people will read it. That if the content is valuable, well-written, and detailed, users will naturally take the time to go through it.

Most content on the web is never truly read. It’s scanned, partially absorbed, or ignored entirely. And in many cases, the decision to engage or leave happens in just a few seconds.

There’s no shortage of advice about LinkedIn marketing. Post often, be personal, use visuals, don’t sound salesy. Most people already know the basics.

What I’ve learned from working with LinkedIn marketing from a UX, communication, and visual perspective is that posts rarely fail because the message is bad. They fail because they’re hard to consume in a fast-moving feed.

Here are five lessons that consistently make a difference.

Ever visited a website that should feel premium, but somehow doesn’t? The branding looks fine. The photos are professional. Someone has likely been paid a decent amount to create it.

And yet… it feels cheap.

This happens more often than you think. And no, it’s not about taste. It’s about execution. Here’s why your website might feel low-quality, even if a lot of money went into it.

When Adobe announced they're buying Semrush the entire marketing world raised an eyebrow. Adobe isn’t exactly known for SEO tools, so why spend almost two billion dollars on one?

The short answer to why Adobe is buying Semrush:
Search is changing faster than ever and Adobe doesn’t want to fall behind.

In this article, I’ll break down what this deal actually means, why it matters, and how it’s connected to the rise of AI-driven search.

Most small businesses don’t fail because their product is bad. They fail because their marketing is confusing, inconsistent, or honestly almost non-existent. And the worst part? It’s usually not their fault. Nobody teaches you how to do marketing when you start a company. You’re expected to magically “know” how to grow.

But marketing doesn’t need to be complicated. It just needs to be clear.

Below are the most common mistakes I see small businesses make, and what you should do instead. If you want your business to grow, start here.