Freedom
It might mean something different for each person, but for me, it’s the ability to teach, travel, and do what I love.

So, this week’s newsletter comes straight from Tel Aviv.
I met a girl on my last night here, and I told myself I didn’t want to live with regrets.
So I bought a ticket, took her on a date, and so far, it’s been amazing.

That’s it. Just wanted to share.

Don’t forget your website

Your website can be your calling card or a tool to drive more revenue.
Which one is it for you?
If you have a website just because everyone has one, stop and read this.

As we’ve been updating my own website, we’ve had some great discussions. So I thought this would be the perfect moment to share a few thought-provoking ideas about your website, messaging, and sales growth.

While I’m not a big shopper, I do love window shopping, especially when I travel.
Walking down a main street, slowly passing by different stores, checking out brands and offers. We often tell ourselves, “I’m not buying, just looking.”
What if you treated your website the same way?

Most companies have what I call a calling card website.
Launched a while ago (maybe even years), not really updated. It looks fine, but so much has changed: your industry, your clients, your brand, and none of that is reflected on your site.
Sound familiar?

Let me tell you this:
Even if you're not running an e-commerce business, your website isn't a static card, it’s your window. And people? They want to shop. Even when they say they don’t.

Like any other part of your business, you don’t want to waste money.
So let’s agree: your website must improve constantly.
The way to do that? Start with just two KPIs:

1. Traffic – Uploading fresh content helps drive traffic. Especially content using long-tail keywords. Show your audience that you’re active, current, and know what you’re talking about.

2. Conversions – Your site needs to bring in leads or sales. It's a platform. You’re investing time and thought into it making sure it works for you.

Your website meets the potential lead in the same way a shop window meets a passerby.
They may have heard about you via referral, a conference, or a post, or maybe they’re browsing, searching for a solution.
In both cases, your site is your chance to show that you understand their problem and can solve it.

With clients around the world, I always ask the same critical question:
What do you do?
This should be the first thing people understand when they land on your homepage.

But like any shop window, you can test, tweak, and change the layout, language, or visuals.
Here’s a tip:
Add a recurring 30-minute session to your work calendar every month or six weeks. The goal? Improve just one small thing, usually content-related.

I sell a high-ticket service: helping brands scale faster using storytelling techniques.
Spending time on the site already helped us land two great leads, one of which closed.
With consistent content and optimization, we believe we can generate over $200K annually from qualified website leads alone.

And let me remind you, website content is about you, your skill, and your process.
It’s not a social post that disappears in 48 hours. It’s evergreen.
If you write a weekly newsletter, turn the key takeaways into a blog post.
Then share it on social with a direct link. If it’s good, even consider putting a small budget behind it.
As you drive more traffic, Google and AI search will start working for you, too.

You already have a website. You’re already spending time and money.
So why not use it to scale?

The right message, to the right audience, could be your best growth engine in 2025.

Building in public

With a week full of travel including Bari, Rome, Athens, and Tel Aviv, writing has been tough.
I had an awesome time speaking at Tel Aviv University, teaching students the power of storytelling and the power of saying yes.

My main focus now is on creating volume: content, clients, and book writing. I’ve decided to move less and focus more on content creation. This Storyletter is getting over a 52% open rate, but it’s not growing organically at all. I believe our inboxes are so saturated, it’s hard to keep track of everything.

I’m working on 52 newsletters like this one, but turning each into a blog post, a short video, and a tutorial, the idea is to bring my audience value in every form. I already have around 20 written.

Another key thing I’m working on is creating my content clusters so my output becomes more focused and intentional.

Lastly, meetings.
I’ve been developing a new product based on my book and my experience in the Entrepreneurs’ Organization: how to run extremely efficient 25-minute internal meetings with one clear goal.

Just closed a 3-session workshop with a Fortune 500 company to train their management team on this method.

Let me know if you want to save money on dumb meetings.

Join me on my journey

Feeling very grateful for this community and this journey. Let’s keep learning, building, and improving together. 💡
My YouTube channel. Subscribe and support.

About Building in Public

Sharing the journey in an open, unfiltered way,the good, the bad, and the behind-the-scenes of scaling my next idea.

Just for Fun

Enjoy your weekend

🎧 Music
This week’s newsletter was created while listening to this couple. What can I say? I love their music.
▶️ Flavour Trip – YouTube Set

🎬 Karate Kid Legends
Now,wait before you judge, his looks like a fun movie. I grew up on Karate Kid and Jackie Chan.
▶️ Trailer – Karate Kid Legends

🍿 Feel like a comedy trailer?
This trailer caught me off guard. It’s odd, bold, and weirdly addictive.
▶️ What is Blur?