Meet Maggie Swift

Alright – so today we’ve got the honor of introducing you to Maggie Swift. We think you’ll enjoy our conversation, we’ve shared it below.

Maggie, thank you so much for making time for us today. We’re excited to discuss a handful of topics with you, but perhaps the most important one is around decision making. The ability to make decisions is a key requirement for anyone who wants to make a difference and so we’d love to hear about how you developed your decision-making skills.

Making decisions is particularly challenging, especially when you are an owner or leader of a business that must make hundreds of decisions daily. My business partner and I used to take forever to make a single decision, until a mentor of ours coached us on the cost of indecision. We were in the process of hiring a new vendor, going back and forth endlessly on the pros and cons of each candidate. We kept putting off the decision, saying things like, let’s sleep on it, or let’s discuss more on the call next week. Our mentor pointed out that during the time we spent trying to make this decision, we could have hired someone, tested them out, and either kept or fired them. That was a remarkable lesson. We now waste far less time making decisions and use our time more efficiently, executing and learning from experiences.

Thanks, so before we move on maybe you can share a bit more about yourself?

I’m Maggie Swift, Co-Founder and CEO of Unframed Digital, an SEO and growth strategy agency that started exclusively for brands operating in interior design, architecture, and home product brands. What makes our work different is that we aren’t just driving traffic through search; we marry SEO with conversion rate optimization strategies. We understand the demands of a discerning customer, and we want the results firing on all cylinders.

Unframed was born after working closely with in-house marketing teams who were smart, creative, but absolutely overloaded. They didn’t need another platform—they needed a partner who understood their world, spoke their language, and could help them scale without losing clarity. We became that partner. Today, we manage over $3M in annual SEO click value and have helped niche brands go from under-recognised to industry leaders through strategy-driven content, UX, and SEO.

Currently, we are working on building an industry-agnostic space. After working with niche brands for so long, we are finally ready to take the next step.

There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?

The three most impactful traits in my journey have been: strategic empathy, structured experimentation, and strategic pattern recognition.

Unwavering curiosity— I feel like it is really important to question everything, find gaps, discover wonderment in everything, and ultimately, be curious to learn and understand. And fair warning, this characteristic will likely irritate some people around you when they simply want you to agree.

The second is structured experimentation. I used to fear launching something imperfect. Now I view every service, content strategy, or client deliverable as a live test. Build quick feedback loops. Set goals, launch, review, iterate. You don’t grow by waiting until it’s “right”; you grow by improving in motion.

Finally, strategic pattern recognition. When you’ve worked deeply in one industry, it becomes easier to identify repeatable signals or patterns. Whether it’s a luxury lighting brand or a SaaS startup, the core is always about understanding the user’s intent, context, and decision journey. If you can decode those patterns, you don’t need to know the industry before you create meaningful results. Simply put, focus on principles, not just playbooks.

Looking back over the past 12 months or so, what do you think has been your biggest area of improvement or growth?

Over the past year, I have focused the most on making my business an independent body that is capable of working without my involvement. This has been the biggest area of growth for me because I realised how I was the linchpin of my business. When you are building something from scratch, naturally, you become the pillar that is involved in every decision or project. But you actually grow when you step out of the weeds and start creating systems that can run without you having to micromanage them.

For me, this meant letting go of being in every client meeting or personally creating every strategy. Instead, I focused on organising our processes, setting up quality standards, and motivating my team to make decisions confidently. I built internal frameworks that explained what to do and also highlighted the thinking behind every step, every task. This shift has given me the bandwidth to focus on vision, growth, and innovation.

Interestingly, it also forced me to ask deeper questions: Am I building a business or just a busy job for myself? Stepping into leadership meant learning to trust my team more, and myself differently, not for the hustle, but for the clarity I bring when I step back and see the big picture.

The result? Clients are getting even better outcomes, the team feels more ownership, and I’m leading with purpose instead of pace. Letting go to grow—it’s the hardest, most worthwhile lesson I’ve learned this year.

Contact Info:

• Website: https://www.unframeddigital.com/
• Instagram: https://www.instagram.com/magswift/?hl=en
• Facebook: https://www.facebook.com/mag.swift/
• Linkedin: https://www.linkedin.com/in/magsswift

Image Credits

Unframed Digital