Worcester Business Journal

wbjournal.com | October 6, 2025 | Worcester Business Journal 27 By Erjon Metohu Erjon Metohu is president & chief creative officer of ERI Design in Worcester. 7) Implement a natural language AI-powered site search. AI tools like ChatGPT and voice search show people are using more natural, question-based queries. Your content should reflect how real people talk, and how smart systems scan. 6) Prioritize quality digital content over quantity. Search engines powered by AI increasingly reward original, relevant, and helpful content. Publishing fewer, more valuable pages will outperform bloated sites with generic filler. 5) Personalization is no longer a bonus. It's the baseline. Today's users expect experiences tailored to them. AI-powered CRMs, chatbots, and personalization tools can help deliver targeted content, offers, and calls to action based on visitor behavior. 4) Speed isn't optional. AI-driven search algorithms factor in site performance. A slow website won't just frustrate users, it may bury you in the results. Optimize load times, reduce bloated code, and keep things lean. 3) Make data work harder for you. AI thrives on data, and so can you. Use insights from tools like Google Analytics, heatmaps, and session recordings from tools like Hotjar to make smarter decisions about content, navigation, and user experience. 2) Stay human. It's tempting to automate everything, but don't forget the human touch. The best websites use AI to enhance connection, not replace it. Storytelling, empathy, and trust still matter. 1) Prepare for what's next. AI is evolving fast. From predictive search to content generation to accessibility tools, your website needs a flexible foundation that can adapt, without another major overhaul. The digital landscape is changing rapidly, and your website needs to evolve with it. A smart strategy today helps you stay relevant tomorrow. Turning streets into experiences BY SLOANE M. PERRON Special to WBJ I mposter syndrome is the belief that a person's career achievements are undeserved, and they are somehow faking it. is sense of self-doubt and pressure oen lingers in the minds of managers, especially those new to lead- ership roles. Reframe your thoughts. Nearly 82% of people face feelings of imposter syndrome, meaning you are not alone, according to Ashley Abramson's article for the American Psychological Asso- ciation. Being a high performer in a competitive market is an admirable trait in a leader, but striving for perfection or shouldering the workload alone is a fast Breaking free from imposter syndrome Victoria Mariano is the program director of the Downtown Worcester Business Improvement District and the co-owner of Electric Haze, a Worcester hookah bar and live music lounge. BY VICTORIA MARIANO Special to WBJ S treets and sidewalks are public spaces and resources that are more than just for vehicle transportation. ey can be utilized for economic devel- opment, small business development, artistic expression and community gath- ering. ere is a special kind of magic to having a social experience in the street. It feels a little bit like we are breaking the rules and our inner child gets woken up and inspired. As the program director for the Downtown Worcester Business Im- provement District, and co-owner of Electric Haze hookah bar and venue, I have had over 20 experiences working with street closures for all types of public experiences, and I hope this inspires you to imagine your own version of it. Think big & different. e open road provides for more accessibility, options, and ease for a variety of different things. Don't limit yourself in your creativity! A few previous examples in Downtown Worcester: • A ferris wheel in the street celebrat- ing the unveiling of the You Belong Here Project on the Worcester Public Library facade on Salem Street. (P.S. Salem Street is an excellent street closure location). • Alpine Slide and Ice Bumper Cars in the street at Winter Festival • 20-foot-by-32-foot stage in the street for Pride Worcester Festival • Most recently, Park(ing) Day put on by the Worcester chapter of Strongtowns (in collaboration with Technocopia), having different placemaking activities in each parking spot for a weekend. Utilize buildings or nearby structures. Collaborating with and utilizing other nearby resources such as buildings, small businesses, parks and more, the options really increase. A few examples: • Electric Haze's Electric Avenue Mar- ket street closure, which had a speaker outside in the street playing the live mu- sic from the stage inside Electric Haze. • Projection onto nearby buildings • Spencer Street Party collaborated with the small businesses on the three- street closure to both open their doors, have a table outside, or participate. For example, the beer garden for the event was located in the lot of nearby Barn- storm Cycles. Pick a street with easy routing access. e last thing you want is to cause problems with routing or neighbors. Evaluating where your idea will fit, both in re-routing traffic, and discussions with the neighbors allows for a much smoother and safer experience, in both planning and execution. Permitting & fees. If you don't already have one, make an account with the City of Worcester's online permitting portal, then apply for the street closure permit from the Public Works and Parks sec- tion. is past year the City of Worcester waived a lot of permit fees surrounding events, including the street closure fee, which was a beautiful statement and call to action for the community to produce more experiences. You need to fill out the special events permit, which then schedules you a meeting with all the City departments, so you can discuss what other types of permits your idea may or may not require. is special event permit will inform the other items needed, including site maps, security plans, road closure, and routing plans. Fundraising. Street closure experienc- es are oen in line with grant opportu- nities and sponsorship priorities! If you plan early enough, it's possible to get the experience expenses covered. 10 THINGS I know about ... ... Website strategy in the age of AI track to burnout. You can still uphold high standards while letting go of the illusion of perfectionism. "And when you don't meet your standards, resist the urge to see your failure as an exposure. Instead, Orbé-Austin suggests refram- ing failures as opportunities to learn and grow, which will ultimately move you toward the success you're seeking," Abramson writes in her APA interview with Lisa Orbé-Austin. Practice self-compassion. Being kind to yourself is essential. Actively practic- ing self-compassion can include sharing your feelings, seeking supportive men- tors, and avoiding negative self-talk. It is important to remember you are human and mistakes are inevitable. One way to gain perspective is by learning from leaders you admire through their mem- oirs, interviews, or other reflections. is can reveal the lessons of others who have faced similar doubts, advises Rachel Barton in her article for the U.S. Chamber of Commerce. Focus on the fact. Fear can over- whelm reason, but pausing to focus on the facts rather than your feelings can make a powerful difference. "When in doubt, I try to find evidence of why I'm unique, talented, and qualified. If necessary, I draw on past experience or feedback others have shared with me. at way, when I feel like others think I'm unqualified or incompetent, I can compare those thoughts with concrete evidence," Julia Martins writes in her article for workplace soware Asana. W W W

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