In this episode of the Polish Business Podcast, Bart Kowalczyk sits down with Paulina Patrykowska, Managing Director of SLT Media — a creative agency helping businesses grow through smart marketing, branding, and web design.
Together, they explore one provocative question: “Are websites dead?” In a world dominated by AI, social media, and constant digital change, Paulina shares her lessons from 15 years in the marketing world and why websites still matter — if you let them live.
From Photography to Smart Marketing
Paulina’s entrepreneurial journey began not in a boardroom, but behind a camera.
“I started out in photography, but quickly realised I wanted to learn how to make money from creativity — not just make art,” she recalls.
After leaving university, she joined her then-boyfriend, David, who was freelancing in web design. Together, they built what would become SLT Media, a family-style agency known for authentic relationships and practical marketing.
“We’re a close-knit team — we even go on holidays together,” Paulina laughs. “It really feels like a family business.”
Are Websites Dead? Not If You Keep Them Alive
So, are websites really dead? Paulina says no — but they can become “invisible” if neglected.
“A website only dies if the business lets it die,” she says. “It needs time, updates, and love — even small changes like adding photos or blog posts keep it alive.”
She explains that in the era of AI, search engines and language models are constantly learning from your website. If your content is outdated, AI will “learn” outdated information — and that can hurt your brand’s credibility.
Still, Paulina notes that websites are just one touchpoint in a much larger picture that includes social media, newsletters, networking, and expos.
“Your website is part of your ecosystem — not the whole of it.”
Visibility Builds Credibility
Many small businesses struggle to keep their online presence up to date — often due to lack of time, money, or planning. Paulina’s agency steps in as a flexible marketing partner, offering both full-service support and step-by-step strategies.
“Sometimes we act as an external marketing department,” she says. “It costs less than hiring a full-time person.”
But even she admits it’s easy to neglect your own brand when you’re busy helping others:
“I had to start treating SLT Media like a client. You can’t help others if you don’t take care of your own visibility first.”
Branding That Evolves with the Times
Paulina’s team also led the recent rebranding of Polish Business Link, giving its logo a fresh, modern edge.
“The previous logo was very official — the new one is sharper, simpler, and more in tune with today’s business community,” she explains.
She emphasises that branding isn’t about what you like — it’s about what your clients connect with.
“Business owners often design for themselves, not for their audience. That’s a mistake.”
New PBLINK Logo design by SLT Media
Looking Ahead: AI and Accessibility
As AI continues to reshape marketing, Paulina is already adapting.
Over the next few years, SLT Media plans to blend AI-powered services like chatbots and video generation with a strong focus on website accessibility — an area where human expertise still matters most.
She’s also expanding to help Polish businesses enter the UK market, offering insights into cultural and design differences between the two countries.
“AI can help, but connection and understanding are still human,” she says.
Conclusion
Paulina’s lesson is simple but powerful:
“Websites aren’t dead — neglect is.”
In a digital world where attention is fleeting, consistency and care keep your brand alive. Whether you’re updating your site, refining your logo, or exploring AI tools, Paulina’s story is a reminder that smart marketing starts with human intention.
🎧 Listen to the full episode of the PBLINK Podcast to hear more from Paulina Patrykowska and other entrepreneurs shaping the future of business.
👉 Visit business.pblink.co.uk/podcast
