Celebrity of the Month – Kereni White

For the last 15 years Kereni White of Whitesites P/L has worked with Jim Prigg and Knowledgegemaster as my techno expert, SEO confidant and website manager/builder.

She has been invaluable in helping to build our national Knowledgemaster brand. An astute businesswoman in her own right I asked Kereni some questions which I would like to share her in depth answers with you.

1. What did you learn in 2025 that will make you a better business manager in 2026?

In 2025 I properly embraced AI and found it’s made me significantly more efficient with research, coding and project logistics without diminishing my value to clients. The key is that I’m still the one prompting and directing it to get the right outcomes.

I’ve also reinforced what I’ve always known – clients need someone who can translate the technical stuff into practical business outcomes, not just build them a website. In 2026 I’ll keep focusing on streamlining delivery and helping clients adopt the right tools with confidence.

2. What are the challenges you perceive for small businesses in 2026?

Small businesses will continue dealing with the pressure to do more with less – rising costs and cautious consumer spending means tighter cash flow and slower decision-making. Digital competition keeps intensifying, so websites need to actually convert, not just look pretty.

There’s also increasing complexity around tech choices, SEO, analytics and AI, and many business owners feel overwhelmed by all the noise. The businesses that’ll succeed are the ones that stay adaptable and focus on measurable results rather than shiny objects.

3. How is your business affected by macroeconomics such as interest rates, government spending and superannuation changes?

When interest rates are high and confidence is low, website and marketing projects are often the first things to get delayed or scaled back. My clients are mostly small businesses themselves, so economic pressure on them flows directly through to my project pipeline.

That said, businesses also recognise that a strong digital presence becomes even more critical during tougher times to compete effectively. It reinforces the need to help clients prioritise work that actually improves leads, conversions and efficiency rather than just spending for the sake of it.

4. What do you enjoy most about what you do?

I love the mix of creative problem-solving and technical work – from troubleshooting complex integrations behind the scenes to building websites that genuinely help a business grow.

The best part is working directly with clients and demystifying the “black magic” of the internet, SEO and analytics in practical terms. I’ve been in this industry since 2005 and I’m still genuinely interested in how technology works and how it can help businesses.

Being an all-rounder who can handle everything from DNS and domains through to design and digital marketing means I can actually support clients across their whole digital ecosystem rather than just one piece of it.