Alex Jardine: building websites as part of a complete business system
Alex Jardine is founder of Jardine Studio, which designs websites as one connected part of marketing, CRM and analytics rather than as standalone projects. He focuses on sites that attract the right people, convert them, and support better follow-up. The story shows practical use of AI for research while keeping humans responsible for positioning and client-facing decisions.
Use AI to synthesize research and handle repetitive documentation, but keep humans for final positioning and client-facing copy because those require context and judgment; pick one recurring bottleneck to improve with AI, measure the outcome, and resist automating everything.
What’s the quick origin story of your business, and what makes what you do genuinely different from the other options your customers are looking at?
I started Jardine Studio after six years working across SEO, content, and growth. I kept seeing businesses buy websites, marketing, CRM tools, and analytics separately, without anyone connecting them. We treat the website as part of a complete business system, built to attract the right people, convert them, and support better follow-up.
Where does most of your new business come from today, and where do you wish it came from?
Most new business currently comes through referrals, existing relationships, and people familiar with my previous work. I would like more of it to come through organic search and useful content, because that lets prospective clients understand how we think before they contact us.
What’s one thing you’ve actually handed over to AI in the last year, and one thing you tried it on and went back to doing the human way?
I have handed initial research synthesis and repetitive documentation to AI. It is excellent at organizing a large amount of information into a useful first pass. I tried using it for final positioning and client-facing copy, but I returned to a human-led process because those decisions require context, judgment, and a genuine point of view.
Have you noticed a change in how customers find you or what they already know before they reach out? Is anyone arriving through AI assistants like ChatGPT yet?
Customers are arriving better informed and asking more specific questions about SEO, conversion, analytics, and how their systems connect. AI assistants are likely influencing that research, but I have not seen enough reliable attribution to call ChatGPT a meaningful lead source yet.
If you were advising someone in your industry on all of this for the next 12 months, what would you tell them to actually do, and what would you tell them to ignore?
Start with one recurring business bottleneck and use AI to improve that specific workflow. Keep a human responsible for the final judgment and measure whether the change actually helps. Ignore the pressure to automate everything or publish large amounts of generic content. Clear positioning, trustworthy expertise, and useful customer experiences still matter most.
Thank you to Alex Jardine and the team at Jardine Studio for sharing what actually worked with Leaders Perception readers.
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