The Santa Barbara Web Design and Marketing Blog

Welcome back to the SB Web Guy blog! Today we’re diving deep into one of the biggest challenges I’ve encountered in three decades working with business owners, digital teams, and technology—knowing what to learn, and, more importantly, not holding yourself back from gaining essential skills.

Over 30 years, I’ve worked with companies of all sizes, but some of my most formative lessons came when managing a robust team of 28 web professionals. While I had experts—SEO specialists, graphic designers, back-end web developers, content creators, marketing strategists, and more—my own knowledge gaps frequently became pain points. When an expert didn’t deliver or a deadline was missed, I was sometimes forced to step in and pick up the slack. But if I couldn’t actually DO the task myself—or at least confidently review and evaluate their work—I was running blind.

The core question is this: What are you holding back on learning that’s holding you, your business, or your career back?

Wearing All the Hats: The Double-Edged Sword of Small Business

If you’re a small business owner, you’re probably nodding in recognition. In the early days of any company, you wear every hat—accountant, marketer, sales rep, customer service, operations, and (yes) web developer. Even as you grow, you often can't afford to delegate everything, nor should you. That’s why one of the most vital investments you can make is in YOURSELF and your education, especially in areas that make your business run.

Why Knowing “Just Enough” in Every Role Matters

You don’t need to be the world’s foremost specialist in every field. But you do need to know enough to:

- Evaluate if your team, employee, or contractor is delivering the value you’re paying for.

- Diagnose projects or processes when things don’t go as planned.

- Step in when necessary to fix, adjust, or finish a task.

- Train new hires to company-specific standards.

- Set Expectations by defining the quality you want delivered to your customers.

When you lack a working understanding of critical areas you delegate, you’re at the mercy of others for timelines, costs, and quality. You also risk communicating less effectively with your team and, ultimately, your customers.

The Real-World Problems of Not Knowing Enough

Let me share a real story: When I first started growing my agency, I believed that hiring “the best people” would mean I never had to worry about the details. I brought on a web developer who looked fantastic on paper and talked a great game. But deadlines were missed, design standards slipped, and eventually, client complaints rolled in. When I tried to intervene, I realized I didn’t have the technical vocabulary or knowledge to guide him effectively or, worse, understand if he was even doing what he said.

It wasn’t just embarrassing—it nearly lost me a client.

This was a pivotal moment. I dedicated serious time to immersing myself in the tools, frameworks, and processes my team was using. I didn’t need to be the best developer in the room, but I did need to know the difference between a quality deliverable and something half-baked.

How Much Should You Learn?

So, does this mean every business owner should become a coding ninja, master graphic designer, or digital marketing guru? Of course not. But you should know enough to:

- Identify what “good” looks like for your business.

- Understand benchmarks of quality, timelines, and typical pricing.

- Spot major mistakes or warning signs.

- Communicate clearly about requirements, expectations, and corrections.

Consider it the equivalent of being able to read a financial statement rather than letting your accountant run the show blindly. In web and digital, as in finance, you need to be “conversant.” This is especially true as the digital world evolves—new platforms, automation tools, and AI like ChatGPT are changing business landscapes. The more fluent you are, the more resilient your business will be.

Overcoming the Knowledge Gap: Turning Hesitancy Into Action

Why do so many business owners hesitate or “hold back” on learning new things? Common reasons I encounter include:

- Fear of Technology: “I’m not a techie. It’s too complicated.”

- Time Constraints: “I’m too busy running my business.”

- Perfectionism: “I’ll never learn it as well as the experts, so why try?”

- Cost Concerns: “Training or courses are expensive.”

- Delegation Myths: “That’s what I pay people for.”

Let’s tackle these, one at a time.

1. “I’m Not a Techie”

Many tools are designed today to be approachable for non-tech people! You don’t need to learn hardcore coding—but understanding how to navigate your website platform, check your analytics, or send your own email newsletter gives you huge power. Start small, pick one platform, and grow your confidence step by step.

2. “I’m Too Busy”

Learning doesn’t mean spending hours in a classroom. Micro-learning—short online lessons, YouTube tutorials, podcasts—can fit into any schedule. Try learning in 15-minute bursts over lunch. The time you invest will save many more hours (and headaches!) later.

3. “I’ll Never Be an Expert”

You’re not trying to replace your specialists—you’re trying to be a better manager. You only need to know enough to oversee, evaluate, and intervene if necessary. That’s a much more achievable bar.

4. “It’s Expensive”

There’s free or low-cost training everywhere online. Free courses on YouTube, affordable subscriptions at platforms like LinkedIn Learning, Udemy, or Skillshare, and blogs/podcasts that break down topics in plain English. The cost of not knowing is often much higher—lost opportunities, undetected mistakes, or wasted payroll.

5. “That’s What I Pay People For”

Delegation without oversight is a recipe for problems. Your team will respect you more—and be more motivated to excel—if you can “speak their language” and truly understand their work.

The Power of Foundational Knowledge: What Should Every Business Owner Learn?

If you’re feeling overwhelmed, start with these critical areas:

1. Basic Website Management

Understand your website backend, whether that’s WordPress, Squarespace, Wix, or Shopify. Know how to update content, create a blog post, or check basic stats. You don’t have to become a web designer, but you should know what’s possible and what “normal” looks like.

2. Digital Marketing Fundamentals

Familiarize yourself with social media basics, how email marketing works, Google Analytics, and ad platforms (even if you’ll outsource ad buying). Understanding the basic mechanics helps you set realistic expectations and measure effectiveness.

3. Cybersecurity Best Practices

This is non-negotiable. Learn how to set secure passwords, enable two-factor authentication, and keep customer data safe. A little bit of knowledge will protect both your business and your clients.

4. Automation & AI Tools

Today, tools like Zapier, Make, or even AI bots like ChatGPT are within reach of any business owner. Learn how automation can save time and how AI can create content drafts, analyze data, or provide better customer support.

5. Project Management

You don’t need a PMP certification—just an understanding of basic project tracking within tools like Trello, Asana, or Monday.com. Managing deadlines, deliverables, and team dynamics is key.

Building a Personal Learning Plan

Where do you start? Use this simple three-step process:

Step 1: Identify knowledge bottlenecks. Where do you feel in the dark, or unsure if you're getting what you paid for?

Step 2: Set achievable learning goals. (Example: “I want to be able to update our About Page without calling my web developer.”)

Step 3: Schedule regular time to learn. Block off 30 minutes, once or twice a week. Consistency is more important than intensity.

Bringing Team Members Up to Speed

Once you’ve bridged your own knowledge gaps, go a step further. Build a culture of learning within your team—share courses or resources, encourage open Q&A, and support ongoing professional development for everyone. The more competent your entire team is, the more resilient and innovative your business becomes.

What Mastery Looks Like (And Why It Matters)

Mastery isn’t “knowing everything”—it’s being able to confidently lead, evaluate, and direct your business. When you know how every key part of your operation works, you:

- Can spot issues before they snowball.

- Defend your interests in a rapidly changing marketplace.

- Save money by doing small fixes yourself.

- Communicate more clearly with customers and team.

- Retain the power to pivot when needed.

The Confidence Dividend

The less you rely on others for basic understanding, the more confident you become as a business owner and leader. You’re no longer wondering if your money is being spent wisely, or why something takes three weeks instead of three days. You ask smarter questions, attract higher-quality service providers, and build a reputation as someone who’s “on the ball.”

Resources to Start Learning Today

If you’re ready to close your knowledge gaps, here are some free or affordable resources to get started:

- YouTube: Free tutorials on every imaginable subject (search “WordPress basics,” “how to use Google Analytics,” etc.)

- Coursera, Udemy, LinkedIn Learning: Affordable, on-demand courses tailored to business owners.

- HubSpot Academy: Free courses on digital marketing, sales, and customer service.

- Automate.io Blog, Zapier Learning Center: Discover business automation basics.

- WordPress.org, Wix Support, Shopify Academy: Platform-specific learning direct from the source.

Final Thoughts—And Your Next Step

If you remember nothing else from this post, remember this: The real cost of not learning isn’t in the extra time or money spent on training—it’s in missed opportunity, subpar results, and business vulnerabilities.

No matter how large or small your business, knowing “just enough” about all the roles helps you build, evaluate, and lead with confidence. The strongest business owner isn’t the one with the biggest payroll—it’s the one who can pivot, adapt, and guide their business through any change, with eyes wide open.

What skill or platform have YOU been putting off learning? What’s the next small step you can take to get more hands-on in your business? Drop a comment below—or reach out directly—and let’s tackle it together.

Until next time,

Your Santa Barbara Web Guy (SB Web Guy)