1 00:00:17,635 --> 00:00:21,698 Hi, welcome. It's episode 34 of the 90-Day 2 00:00:21,899 --> 00:00:23,860 Website Mastery Podcast, the perfect 3 00:00:23,900 --> 00:00:26,923 companion to the 90-Day Mastery Program. 4 00:00:27,503 --> 00:00:29,545 It's the 34th episode. We're excited to 5 00:00:29,585 --> 00:00:31,987 bring you even more valuable insights and 6 00:00:32,067 --> 00:00:33,528 help you enhance your website's 7 00:00:33,588 --> 00:00:35,790 performance. Join us as we explore 8 00:00:35,830 --> 00:00:37,672 strategies to make your website work 9 00:00:37,732 --> 00:00:40,574 harder for you, reigniting your pride in 10 00:00:40,674 --> 00:00:42,355 your online presence. We want you to feel 11 00:00:42,496 --> 00:00:44,517 proud of your website. That's right, isn't 12 00:00:44,537 --> 00:00:47,993 it, Pascal? We do indeed. And can I just 13 00:00:48,033 --> 00:00:49,473 say thank you very much for people who 14 00:00:49,533 --> 00:00:52,894 reacted to my LinkedIn post earlier in the 15 00:00:52,934 --> 00:00:55,655 week when we announced that we're going to 16 00:00:55,695 --> 00:00:57,676 go live today, because it's been one of 17 00:00:57,696 --> 00:00:59,377 those tough weeks. Tough, but enjoyable. 18 00:00:59,497 --> 00:01:00,997 Lots of workshops, conference speaking, 19 00:01:01,057 --> 00:01:02,838 consultancy on the wonders of AI, 20 00:01:02,878 --> 00:01:05,199 blogging, and of course, websites. So it's 21 00:01:05,219 --> 00:01:07,079 just lovely to kind of end the week in 22 00:01:07,099 --> 00:01:08,700 your company and the company of our 23 00:01:08,720 --> 00:01:10,201 viewers and listeners. we're going to go 24 00:01:10,221 --> 00:01:12,384 through our four segments to, yeah, find 25 00:01:12,445 --> 00:01:14,929 ways, simple ways, but very powerful ways 26 00:01:14,949 --> 00:01:16,691 to make sure your website does more for 27 00:01:16,731 --> 00:01:18,274 your business, for you as you're at the 28 00:01:18,294 --> 00:01:19,917 moment to go from joining it for you to 29 00:01:19,937 --> 00:01:22,695 feel proud of your website again. Yeah, 30 00:01:22,735 --> 00:01:24,816 and we really appreciate you joining us 31 00:01:24,856 --> 00:01:27,076 and listening and giving us feedback. It 32 00:01:27,136 --> 00:01:29,957 keeps us going and we enjoy this space. 33 00:01:30,037 --> 00:01:32,858 It's really important for us and for you 34 00:01:33,298 --> 00:01:34,538 because we want you to feel proud of your 35 00:01:34,558 --> 00:01:36,179 website. So we've got four segments as 36 00:01:36,259 --> 00:01:38,539 always. It's the you ask, we answer. We've 37 00:01:38,579 --> 00:01:40,680 got website stories. We have the website 38 00:01:40,780 --> 00:01:42,980 engine room where we'll share an app or a 39 00:01:43,160 --> 00:01:45,542 piece of kit that's going to help you as a 40 00:01:45,662 --> 00:01:47,664 website manager or website content creator 41 00:01:47,724 --> 00:01:49,687 make your life easier and of course we 42 00:01:49,847 --> 00:01:51,309 always finish with the website call to 43 00:01:51,369 --> 00:01:53,372 action. How can a piece of content not 44 00:01:53,512 --> 00:01:56,035 have a call to action at the end? Well we 45 00:01:56,075 --> 00:02:00,040 make sure it always does. So let's get 46 00:02:00,101 --> 00:02:03,245 started and start with you ask we answer. 47 00:02:10,734 --> 00:02:12,816 Now this one question, I have to thank one 48 00:02:12,856 --> 00:02:15,058 of my recent coaching clients, because 49 00:02:15,399 --> 00:02:17,060 they are really the source of the idea for 50 00:02:17,100 --> 00:02:18,762 it. So we're having a conversation about 51 00:02:18,782 --> 00:02:20,624 the key component parts of a website, talk 52 00:02:20,644 --> 00:02:22,325 about promotional content, talk about 53 00:02:22,385 --> 00:02:24,848 social content. If you're intrigued, go 54 00:02:24,868 --> 00:02:26,670 and check out our webinars, because we do 55 00:02:26,730 --> 00:02:28,872 deep dive on that. And we spoke about the 56 00:02:28,912 --> 00:02:31,473 importance of demonstrating your expertise 57 00:02:31,513 --> 00:02:34,034 via a track record and the way in which 58 00:02:34,054 --> 00:02:36,376 you can kind of craft case studies and 59 00:02:36,436 --> 00:02:38,077 testimonials. And his reaction was, 60 00:02:38,317 --> 00:02:40,658 listen, I'm very keen to add case studies 61 00:02:40,758 --> 00:02:43,320 and more kind of validation on the 62 00:02:43,340 --> 00:02:45,121 website, but I'm worried that quite simply 63 00:02:45,541 --> 00:02:48,383 the competition was simply use that to 64 00:02:48,443 --> 00:02:51,745 almost formulate their own little hit list 65 00:02:52,245 --> 00:02:53,666 of companies to approach. They're going to 66 00:02:53,686 --> 00:02:55,967 steal and scrape the content from our case 67 00:02:55,987 --> 00:02:57,248 studies. And actually, the conversation 68 00:02:57,288 --> 00:02:59,129 went beyond that, which is, well, how do 69 00:02:59,149 --> 00:03:01,590 you protect any content on your website? 70 00:03:02,051 --> 00:03:04,352 But yeah, so the challenge is, and I would 71 00:03:04,372 --> 00:03:06,473 love to hear your perspective, is we need 72 00:03:06,493 --> 00:03:07,934 to demonstrate expertise. We need to 73 00:03:07,974 --> 00:03:10,916 demonstrate that we've done this before, 74 00:03:11,416 --> 00:03:13,417 case studies are important, but how can 75 00:03:13,437 --> 00:03:15,177 you craft them in such a way that you 76 00:03:15,217 --> 00:03:16,918 don't just make life easy for your 77 00:03:16,958 --> 00:03:19,279 competitors to take the name, to kind of 78 00:03:19,299 --> 00:03:20,640 do a bit of research on LinkedIn and 79 00:03:20,680 --> 00:03:23,341 beyond, and approach your customers and 80 00:03:23,381 --> 00:03:25,982 say, I can do it too, and maybe cheaper. 81 00:03:27,947 --> 00:03:30,169 Yeah and I've seen this happen so I 82 00:03:30,250 --> 00:03:34,054 understand the concern. I think some of 83 00:03:34,114 --> 00:03:36,056 this is about having confidence in your 84 00:03:36,096 --> 00:03:38,318 products and services and if listening to 85 00:03:38,378 --> 00:03:41,061 feedback and you know I always remember on 86 00:03:41,381 --> 00:03:43,744 Ramsey's Kitchen Nightmares if 16 people 87 00:03:43,784 --> 00:03:45,486 are telling you your soup's crap then your 88 00:03:45,526 --> 00:03:47,027 soup's crap and you need to do something 89 00:03:47,067 --> 00:03:50,529 about it. So there is an element of 90 00:03:50,569 --> 00:03:52,289 actually having confidence. And I've been 91 00:03:52,329 --> 00:03:54,150 in exactly this position where people have 92 00:03:54,190 --> 00:03:58,090 approached my clients and will have got 93 00:03:58,130 --> 00:03:59,731 that from case studies, from my 94 00:03:59,771 --> 00:04:02,171 connections on LinkedIn. But my clients 95 00:04:02,191 --> 00:04:04,732 have been good enough to let me know. So I 96 00:04:04,872 --> 00:04:08,773 am proud of my services. But I also hear 97 00:04:09,453 --> 00:04:11,754 listeners and viewers right now saying, 98 00:04:11,814 --> 00:04:13,834 yes, OK, you can still be great. But if 99 00:04:13,874 --> 00:04:16,015 they come with a better deal or there's 100 00:04:16,055 --> 00:04:18,696 always time to change, So you can, but you 101 00:04:18,736 --> 00:04:21,077 can protect. And so I guess that's along 102 00:04:21,117 --> 00:04:24,839 the route of anonymizing, maybe just using 103 00:04:24,979 --> 00:04:27,120 first names and not using a full name of 104 00:04:27,180 --> 00:04:28,881 the person that's given the testimonial or 105 00:04:29,241 --> 00:04:33,203 the person that's given that client review 106 00:04:33,323 --> 00:04:36,104 case study. And perhaps just mentioning 107 00:04:36,124 --> 00:04:38,685 the industry or the sector of the client 108 00:04:38,725 --> 00:04:41,307 instead of having the logo. I think it's a 109 00:04:41,347 --> 00:04:44,208 difficult one because I think having the 110 00:04:44,268 --> 00:04:47,650 logo and having that depth brings a huge 111 00:04:47,710 --> 00:04:49,352 element of trust, whereas if you're not 112 00:04:49,692 --> 00:04:51,694 bringing that, you're protecting 113 00:04:52,094 --> 00:04:55,417 yourselves, but you're not having quite as 114 00:04:56,418 --> 00:04:59,360 much of the trust element. So I think it's 115 00:04:59,400 --> 00:05:01,502 about finding a fine line, but I guess the 116 00:05:01,562 --> 00:05:04,725 instant response, Pascal, for me, is first 117 00:05:04,745 --> 00:05:07,548 of all, have that, be confident about your 118 00:05:07,568 --> 00:05:09,629 products and services, and you can go down 119 00:05:09,669 --> 00:05:12,612 the anonymization route if that's, what's 120 00:05:12,632 --> 00:05:15,035 your experience with this? The same, in 121 00:05:15,095 --> 00:05:17,896 fact, a customer of mine rang me many, 122 00:05:17,916 --> 00:05:20,337 many years ago saying, I need to tell you 123 00:05:20,357 --> 00:05:23,539 that actually one of your attendees came 124 00:05:23,559 --> 00:05:26,500 to see me armed with your handouts and 125 00:05:26,640 --> 00:05:28,381 your kind of slides and say, I can do it 126 00:05:28,441 --> 00:05:29,901 two cheaper. And it was just the most 127 00:05:30,221 --> 00:05:32,763 surreal experience. So I have some 128 00:05:32,803 --> 00:05:34,504 sympathy with it, but we need to find a 129 00:05:34,544 --> 00:05:36,165 way to build that trust and build that 130 00:05:36,185 --> 00:05:38,587 confidence. So I like your idea of, well, 131 00:05:38,687 --> 00:05:40,688 let's name the industry or even the 132 00:05:40,748 --> 00:05:42,550 subcategory within the industry, but I 133 00:05:42,570 --> 00:05:43,851 think it's all to do with how you shape 134 00:05:43,871 --> 00:05:46,132 the case. Is it that actually it's more 135 00:05:46,152 --> 00:05:47,573 interesting to understand about the 136 00:05:47,613 --> 00:05:49,314 challenges that you faced and the 137 00:05:49,354 --> 00:05:51,496 solutions that you came up with? That can 138 00:05:51,516 --> 00:05:53,497 be quite innovative. That could be just as 139 00:05:53,557 --> 00:05:56,860 informative as the naming, if you will, of 140 00:05:56,920 --> 00:05:59,221 the very business that you dealt with. But 141 00:05:59,241 --> 00:06:00,242 the way in which you can do that, 142 00:06:00,282 --> 00:06:02,865 particularly I would say B2B, would be to 143 00:06:02,905 --> 00:06:04,986 kind of relate it more to maybe the kind 144 00:06:05,006 --> 00:06:06,468 of membership organization they may belong 145 00:06:06,508 --> 00:06:08,509 to. So you could talk about a member of 146 00:06:08,550 --> 00:06:09,951 this institute or a member of this 147 00:06:09,991 --> 00:06:11,993 federation approached us with this 148 00:06:12,053 --> 00:06:14,455 challenge. And you can find ways to 149 00:06:14,495 --> 00:06:17,037 storytell what you've done, the before, 150 00:06:17,077 --> 00:06:18,278 doing, and after, in such a way that is 151 00:06:18,318 --> 00:06:20,140 informative. But then you mustn't forget 152 00:06:20,160 --> 00:06:22,141 that you have an amazing section on your 153 00:06:22,161 --> 00:06:24,403 website called the blog. if you still want 154 00:06:24,423 --> 00:06:26,725 to use that term, that can really, really 155 00:06:26,805 --> 00:06:29,507 help you as a platform to talk about, 156 00:06:29,947 --> 00:06:31,468 share some news and react to the news in 157 00:06:31,688 --> 00:06:33,950 that industry in particular, because my 158 00:06:34,030 --> 00:06:36,732 kind of philosophy is we're going to go to 159 00:06:36,772 --> 00:06:38,793 market with intent. So the case studies 160 00:06:39,233 --> 00:06:41,855 are there to, as part of a dedicated 161 00:06:42,776 --> 00:06:45,198 approved sales strategy about we're going 162 00:06:45,218 --> 00:06:46,999 to be more visible and more credible in 163 00:06:47,039 --> 00:06:49,881 this particular subsector. So your blog is 164 00:06:49,901 --> 00:06:51,502 a wonderful platform as well to share the 165 00:06:51,562 --> 00:06:54,223 news about that particular sector you want 166 00:06:54,243 --> 00:06:55,944 to talk about, talk about the solutions, 167 00:06:56,304 --> 00:06:57,745 talk about also what's happening and so 168 00:06:57,845 --> 00:07:00,267 on. So within, if you like, the context of 169 00:07:00,307 --> 00:07:02,368 the entire website, not just the case 170 00:07:02,388 --> 00:07:04,289 study element, there's going to be many, 171 00:07:04,309 --> 00:07:06,350 many ways in which you can do that. And 172 00:07:06,410 --> 00:07:09,132 then my position that would be to almost 173 00:07:09,212 --> 00:07:11,013 kind of put the competition competition 174 00:07:11,253 --> 00:07:13,414 off is to then have a joint announcement 175 00:07:13,494 --> 00:07:15,775 or joint press release. So you and your 176 00:07:15,815 --> 00:07:18,317 customers are telling the story of what 177 00:07:18,397 --> 00:07:20,738 has happened in such a way that the 178 00:07:21,158 --> 00:07:23,159 established relationship is seen to be so 179 00:07:23,219 --> 00:07:25,200 strong that would be quite a turn off for 180 00:07:25,220 --> 00:07:27,922 your competitors as well. Yeah, I like 181 00:07:27,962 --> 00:07:29,623 that. I mean, that just increases the 182 00:07:29,643 --> 00:07:32,484 trust, doesn't it? And having a client 183 00:07:32,564 --> 00:07:35,085 come out and talk about the relationship 184 00:07:35,705 --> 00:07:37,766 that you've got is fantastic. I just 185 00:07:37,786 --> 00:07:39,406 should welcome, by the way, we are live on 186 00:07:39,486 --> 00:07:40,667 LinkedIn. We're live on YouTube. We're 187 00:07:40,687 --> 00:07:42,087 live on Instagram. And we've got some 188 00:07:42,227 --> 00:07:43,488 people watching right now. Thanks for 189 00:07:43,528 --> 00:07:45,168 being here on Instagram, because we've 190 00:07:45,348 --> 00:07:47,949 been testing and trying that platform. But 191 00:07:48,029 --> 00:07:50,050 yeah, let us know where you are. You might 192 00:07:50,070 --> 00:07:52,251 be listening to this on the podcast or 193 00:07:52,311 --> 00:07:54,031 even the replay afterwards. Thank you for 194 00:07:54,051 --> 00:07:55,612 being here. But the question that we're 195 00:07:55,632 --> 00:07:58,494 debating is, We've got these case studies, 196 00:07:58,514 --> 00:08:01,816 we've got client logos and we've had that 197 00:08:01,916 --> 00:08:04,258 question, how do you protect yourself from 198 00:08:05,299 --> 00:08:08,362 competitors approaching those clients? So 199 00:08:08,502 --> 00:08:10,564 I think we've covered some good ideas 200 00:08:10,604 --> 00:08:13,286 there about anonymization, about using 201 00:08:13,386 --> 00:08:14,928 first names, about just using the sector 202 00:08:14,948 --> 00:08:17,390 or the industry and also going into depth 203 00:08:17,970 --> 00:08:20,110 on the blog, not just on the case study, 204 00:08:20,350 --> 00:08:22,391 but on the blog about how you've come up 205 00:08:22,451 --> 00:08:24,011 with, you know, these are the typical 206 00:08:24,051 --> 00:08:25,451 problems that we see. These are the 207 00:08:25,511 --> 00:08:27,752 typical solutions. This is the typical 208 00:08:27,792 --> 00:08:29,912 impact that we can achieve. And I think 209 00:08:29,932 --> 00:08:32,393 that's all brilliant. Pascal, there was 210 00:08:32,413 --> 00:08:33,573 just one thing that I wanted to mention 211 00:08:33,613 --> 00:08:35,553 because we've called this episode, how to 212 00:08:35,733 --> 00:08:37,754 safeguard website content and from 213 00:08:37,814 --> 00:08:39,534 competitors. And I think it's important to 214 00:08:39,574 --> 00:08:41,094 mention from, you know, one of the 215 00:08:41,634 --> 00:08:43,595 questions that I get asked quite often is, 216 00:08:43,695 --> 00:08:45,575 you know, you spend a lot of time an 217 00:08:45,635 --> 00:08:47,397 effort on a particular piece of content, 218 00:08:47,457 --> 00:08:49,518 you put that on the website. And how do 219 00:08:49,538 --> 00:08:50,959 you stop someone just copying and 220 00:08:51,520 --> 00:08:54,102 plagiarizing and using that? And the 221 00:08:54,162 --> 00:08:56,483 beauty is, is that if you're optimized 222 00:08:56,543 --> 00:08:58,164 correctly on your website from an SEO 223 00:08:58,205 --> 00:09:00,406 point of view, Google sees the date and 224 00:09:00,426 --> 00:09:02,728 the time that that content was on your 225 00:09:02,768 --> 00:09:04,809 website. And if it sees the same content 226 00:09:04,849 --> 00:09:06,851 somewhere else, it references the date and 227 00:09:06,871 --> 00:09:09,453 the time as who was the first publisher of 228 00:09:09,493 --> 00:09:11,174 that content. So you're sort of protected 229 00:09:11,234 --> 00:09:13,576 from a, uh, quite a good way from a 230 00:09:13,676 --> 00:09:16,299 certainly a Google point of view. But 231 00:09:16,420 --> 00:09:17,381 yeah, just thought I'd mention that, 232 00:09:17,421 --> 00:09:20,304 Pascal, because similarly, I get questions 233 00:09:20,344 --> 00:09:23,448 around competitors copying content. 234 00:09:24,603 --> 00:09:26,144 Absolutely, thanks for that. So everyone, 235 00:09:26,765 --> 00:09:29,087 have you found an innovative way to 236 00:09:30,048 --> 00:09:33,291 protect or suddenly make it such that your 237 00:09:33,351 --> 00:09:37,414 content is not ready to be just stolen by 238 00:09:37,555 --> 00:09:39,737 others? How do you find a way to share 239 00:09:39,757 --> 00:09:41,518 your track record without making life easy 240 00:09:41,558 --> 00:09:43,340 for the competition to essentially have a 241 00:09:43,380 --> 00:09:45,902 hit list of prospects to go after? It'd be 242 00:09:45,922 --> 00:09:48,404 fascinating to hear your stories from your 243 00:09:48,524 --> 00:09:50,126 own perspective and your own industries. 244 00:09:51,208 --> 00:09:53,556 Let us know. And for now, let's move on to 245 00:09:53,717 --> 00:09:54,881 website stories. 246 00:10:01,935 --> 00:10:03,336 Now, in each episode of the Website 247 00:10:03,356 --> 00:10:05,277 Mastery podcast, we choose an article, a 248 00:10:05,337 --> 00:10:07,238 podcast, an infographic, something that 249 00:10:07,258 --> 00:10:09,240 can help us reflect what it means to run a 250 00:10:09,280 --> 00:10:11,481 website in today's economy. And we've 251 00:10:11,501 --> 00:10:14,103 chosen a video, short one, but it's a very 252 00:10:14,123 --> 00:10:16,404 good one, from a channel called TubeBuddy. 253 00:10:16,504 --> 00:10:18,285 One of their journalist video creator 254 00:10:18,766 --> 00:10:21,127 attended the annual YouTube conference and 255 00:10:21,247 --> 00:10:23,449 was reporting on an announcement that I 256 00:10:23,469 --> 00:10:24,569 think is going to be very, very 257 00:10:24,609 --> 00:10:26,511 interesting for us to reflect and react 258 00:10:26,611 --> 00:10:30,132 to. The title is as follows, YouTube CEO 259 00:10:30,192 --> 00:10:32,874 announces major news for small channels. 260 00:10:33,094 --> 00:10:35,335 And very, very quickly, you'll understand 261 00:10:35,375 --> 00:10:37,015 that this is all about helping small 262 00:10:37,075 --> 00:10:39,697 channels get more visibility. In short, 263 00:10:39,717 --> 00:10:41,697 they have introducing, sort of surely 264 00:10:41,737 --> 00:10:43,798 across different territories, as they call 265 00:10:43,838 --> 00:10:47,460 them, a new feature called Hype, H-Y-P-E. 266 00:10:47,940 --> 00:10:50,061 And this is designed for small YouTube 267 00:10:50,081 --> 00:10:51,042 channels with less than 500,000 268 00:10:52,222 --> 00:10:54,803 subscribers, which is unlimited. that I 269 00:10:54,843 --> 00:10:56,844 can think of that I deal with in a kind of 270 00:10:56,884 --> 00:10:58,684 business context. I think if you do 271 00:10:58,984 --> 00:11:00,544 something for leisure, for entertainment, 272 00:11:00,764 --> 00:11:02,385 you get to that number very, very quickly. 273 00:11:03,045 --> 00:11:05,686 And I suppose, for me, what I like about 274 00:11:05,746 --> 00:11:09,967 it is that timely reflection from Google, 275 00:11:10,047 --> 00:11:12,667 who owns YouTube, about the need for small 276 00:11:12,707 --> 00:11:14,108 channels to get more recognition, more 277 00:11:14,148 --> 00:11:16,568 visibility when the feeds, particularly 278 00:11:16,588 --> 00:11:19,009 because of the kind of imperfect algorithm 279 00:11:19,049 --> 00:11:21,249 it just fed with all the populist and 280 00:11:21,309 --> 00:11:23,630 popular content. So the way it works is 281 00:11:23,730 --> 00:11:26,512 viewers, Now you and I would get three 282 00:11:26,672 --> 00:11:29,055 hypes per week so we can essentially help 283 00:11:29,395 --> 00:11:32,058 three videos per week and what you will 284 00:11:32,138 --> 00:11:35,142 see on small channels is a new kind of 285 00:11:35,862 --> 00:11:38,065 symbol and icon alongside the sharing and 286 00:11:38,085 --> 00:11:40,988 the subscribing and so on called hype and 287 00:11:41,008 --> 00:11:43,250 you can do that three times a week. And 288 00:11:43,270 --> 00:11:46,812 the other being that the more hype points 289 00:11:46,932 --> 00:11:49,013 given to a video, the higher this video 290 00:11:49,033 --> 00:11:50,794 will get onto a brand new leaderboard 291 00:11:51,294 --> 00:11:53,556 called hype. And actually, they're 292 00:11:53,576 --> 00:11:55,276 introducing a new tab. So there's going to 293 00:11:55,296 --> 00:11:58,238 be some new habits to get into and a new 294 00:11:58,298 --> 00:12:00,819 tab to get comfortable with. They've done 295 00:12:00,859 --> 00:12:03,661 some beta testing in Turkey, Taiwan, and 296 00:12:03,701 --> 00:12:06,582 Brazil. People can ask you why. of the 297 00:12:06,642 --> 00:12:09,003 large population. And I'm, you know, 298 00:12:09,083 --> 00:12:10,743 sometimes reminded that in the UK 299 00:12:10,763 --> 00:12:12,463 certainly we're not that big and that 300 00:12:12,503 --> 00:12:15,704 important any longer, just quite humbling. 301 00:12:15,984 --> 00:12:17,305 But the idea being that, you know, a 302 00:12:17,985 --> 00:12:21,346 solution to a problem created by YouTube 303 00:12:21,386 --> 00:12:24,366 itself as a platform, but also because of 304 00:12:24,406 --> 00:12:27,187 the imperfect algorithm, so hype, a new 305 00:12:27,247 --> 00:12:30,368 way to support small YouTube channels. But 306 00:12:30,388 --> 00:12:31,908 then the conversation and the reaction I 307 00:12:31,948 --> 00:12:34,629 want to invite from you, Johnny, is can we 308 00:12:34,789 --> 00:12:37,971 hope that this kind of desire to help 309 00:12:38,211 --> 00:12:40,653 smaller businesses and smaller content 310 00:12:40,693 --> 00:12:43,436 creators will translate also across maybe 311 00:12:43,756 --> 00:12:46,338 search, maybe across Google Maps and more. 312 00:12:46,538 --> 00:12:48,220 So I like it. I like it a lot, of course, 313 00:12:48,480 --> 00:12:51,763 but I'm hoping that it's a change that we 314 00:12:51,803 --> 00:12:54,205 may see even on social media platforms 315 00:12:54,265 --> 00:12:57,681 like YouTube and LinkedIn and more. I 316 00:12:57,721 --> 00:12:58,862 mean, that's the problem, isn't it? That 317 00:12:58,962 --> 00:13:00,822 small businesses are finding it tougher 318 00:13:00,862 --> 00:13:02,763 and tougher to stand out. You know, even 319 00:13:02,803 --> 00:13:05,424 just look at Meta and advertising on 320 00:13:05,644 --> 00:13:08,125 Facebook, on Instagram, you've got to have 321 00:13:08,225 --> 00:13:10,966 big bucks now for things to work. And so 322 00:13:11,567 --> 00:13:14,288 it is great to see YouTube owning this and 323 00:13:14,348 --> 00:13:16,109 saying, look, you know, we realize that 324 00:13:16,149 --> 00:13:17,549 small businesses are suffering here. 325 00:13:17,769 --> 00:13:19,790 That's why we've introduced this new hype 326 00:13:19,830 --> 00:13:21,851 solution. I think what's going to end up 327 00:13:21,871 --> 00:13:23,572 happening here is that we're going to 328 00:13:23,812 --> 00:13:25,933 start having to add call to actions to the 329 00:13:25,993 --> 00:13:27,274 end of our videos that aren't just 330 00:13:27,314 --> 00:13:30,015 subscribe or like, but make sure you hype 331 00:13:30,035 --> 00:13:33,497 us as well. So I think we'll start seeing 332 00:13:33,517 --> 00:13:35,618 some of that. But I think in terms of 333 00:13:35,959 --> 00:13:39,821 other platforms, so search, SEO, it's been 334 00:13:39,861 --> 00:13:41,902 a problem for a long time that bigger 335 00:13:41,942 --> 00:13:44,003 organizations dominate in search. They've 336 00:13:44,043 --> 00:13:45,464 got better backlinks. They've got better 337 00:13:45,484 --> 00:13:48,626 domain authority. So then it comes down to 338 00:13:48,726 --> 00:13:51,187 how well you can do locally, how well you 339 00:13:51,247 --> 00:13:54,208 can do from a personalization point of 340 00:13:54,228 --> 00:13:56,629 view. It was nice to see Google launch 341 00:13:56,669 --> 00:13:58,150 personalization many years ago and they've 342 00:13:58,190 --> 00:14:01,231 really, really developed that hugely so 343 00:14:01,251 --> 00:14:03,732 that they are trying to promote more local 344 00:14:03,772 --> 00:14:05,472 businesses, more businesses that you've 345 00:14:05,492 --> 00:14:07,313 already shown an interest in, perhaps 346 00:14:07,333 --> 00:14:09,794 you've already got connections with some 347 00:14:09,834 --> 00:14:12,315 kind of data points that Google have. So 348 00:14:12,335 --> 00:14:15,618 yeah, I think it's great to see the 349 00:14:15,678 --> 00:14:18,421 recognition that small businesses are 350 00:14:18,741 --> 00:14:21,583 being squashed to some extent and 351 00:14:21,904 --> 00:14:25,126 certainly hype is a really positive way 352 00:14:25,166 --> 00:14:27,208 forward on YouTube and I'd like to see it 353 00:14:27,268 --> 00:14:30,270 across more platforms. Yeah, one platform 354 00:14:30,290 --> 00:14:32,011 that I'd be very keen to see is that 355 00:14:32,051 --> 00:14:34,832 Google My Business, Google Maps. Many 356 00:14:34,912 --> 00:14:36,732 years ago, during a Google conference, 357 00:14:36,792 --> 00:14:38,753 they had suggested that Google Maps could 358 00:14:38,773 --> 00:14:41,074 become almost like a social network, where 359 00:14:41,194 --> 00:14:43,135 a group of people could get together and 360 00:14:43,475 --> 00:14:46,736 favor and kind of promote their favorite 361 00:14:46,756 --> 00:14:48,596 places and favorite services and so on. 362 00:14:48,656 --> 00:14:52,298 And that never really came to fruition, so 363 00:14:52,618 --> 00:14:54,800 we shall see. But Watch this space, you 364 00:14:54,820 --> 00:14:56,682 know, so YouTube was the first one out 365 00:14:56,743 --> 00:14:59,106 with a solution of sort. We'll see whether 366 00:14:59,126 --> 00:15:01,630 people want to do the hyping. This is 367 00:15:01,650 --> 00:15:04,995 going to become a new verb and so on. And 368 00:15:05,356 --> 00:15:07,139 can we see a rollout across all the 369 00:15:07,179 --> 00:15:09,802 digital platforms because It's not getting 370 00:15:09,822 --> 00:15:12,023 any easier. All the conversation you and I 371 00:15:12,063 --> 00:15:14,384 have with our customers is the stats are 372 00:15:14,404 --> 00:15:17,545 not great. And it's tough sometimes to 373 00:15:17,945 --> 00:15:20,746 keep yourself motivated when you feel like 374 00:15:21,007 --> 00:15:22,367 you're swimming against the current. So 375 00:15:22,407 --> 00:15:24,988 yeah, this is a nice breakthrough. Yeah, 376 00:15:25,028 --> 00:15:27,369 for sure. On that note, let's move forward 377 00:15:27,509 --> 00:15:29,930 onto our next segment, the website engine 378 00:15:29,970 --> 00:15:30,110 room. 379 00:15:37,379 --> 00:15:38,900 Now in this segment of the show, Jonny and 380 00:15:38,940 --> 00:15:41,161 I love to introduce a new app, maybe a new 381 00:15:41,201 --> 00:15:42,662 solution, maybe a new piece of kit that 382 00:15:42,682 --> 00:15:45,363 can make life easier as a website manager 383 00:15:45,423 --> 00:15:47,584 and content creator. So Jonny, what is 384 00:15:47,624 --> 00:15:49,105 your selection for the website engine 385 00:15:49,145 --> 00:15:52,066 room? So this week, the focus is on 386 00:15:52,147 --> 00:15:54,067 businesses that have some kind of product 387 00:15:54,728 --> 00:15:57,329 online, some kind of SaaS solution. Maybe 388 00:15:57,349 --> 00:15:59,050 you've got some kind of portal or some 389 00:15:59,090 --> 00:16:02,112 kind of something that is an online 390 00:16:02,152 --> 00:16:05,573 solution. and how to demonstrate that, but 391 00:16:05,593 --> 00:16:08,634 also how to apply some training to that 392 00:16:08,814 --> 00:16:11,275 area as well. So the app is called 393 00:16:11,355 --> 00:16:14,396 Storylane.io. It helps companies build and 394 00:16:14,416 --> 00:16:17,017 share interactive product demos with their 395 00:16:17,037 --> 00:16:19,277 prospects in under 10 minutes. It allows 396 00:16:19,297 --> 00:16:22,078 you to share your story visually to engage 397 00:16:22,118 --> 00:16:23,899 your audience and boost conversions. It's 398 00:16:23,939 --> 00:16:27,701 a great way to be able to produce a far 399 00:16:28,021 --> 00:16:30,483 higher quality screen share. That's very 400 00:16:30,563 --> 00:16:32,845 polished. That's got, you know, the right 401 00:16:32,905 --> 00:16:35,487 type of pop-ups and arrows and, and, and 402 00:16:35,547 --> 00:16:37,989 allow you to really demonstrate a product, 403 00:16:38,470 --> 00:16:41,152 an online product really easily. Um, so 404 00:16:41,192 --> 00:16:43,234 yeah, it's, it was a great little find, 405 00:16:43,674 --> 00:16:45,395 uh, that I had with a client not so long 406 00:16:45,435 --> 00:16:47,777 ago. Um, and just wanted to recommend it. 407 00:16:47,797 --> 00:16:51,040 So it's storyline.io. I, uh, I was just 408 00:16:51,060 --> 00:16:52,821 double checking. Yeah. It's storyline.io. 409 00:16:53,202 --> 00:16:55,544 Uh, so that would be mine for this 410 00:16:55,604 --> 00:16:59,624 episode. I mean, it's perfect because I've 411 00:16:59,644 --> 00:17:02,086 got a meeting next week and I'm going to 412 00:17:02,106 --> 00:17:03,888 introduce that as part of a discourse 413 00:17:03,928 --> 00:17:06,111 because it is tough sometimes. Because 414 00:17:06,171 --> 00:17:08,494 what we do, whether it's a website itself 415 00:17:08,574 --> 00:17:11,978 or the website content, is we try and 416 00:17:12,318 --> 00:17:14,500 invite somebody to imagine a near future 417 00:17:14,981 --> 00:17:16,963 where things are different and that with 418 00:17:17,063 --> 00:17:19,025 us, things are going to go well. And 419 00:17:19,506 --> 00:17:23,508 sometimes all we see are just claims after 420 00:17:23,548 --> 00:17:25,249 claims after claims that things are going 421 00:17:25,269 --> 00:17:26,729 to go well. People need to be more than 422 00:17:26,789 --> 00:17:29,131 that. And I think visual storytelling is 423 00:17:29,171 --> 00:17:31,572 very, very important. Now, there's one 424 00:17:31,612 --> 00:17:33,513 thing that you and I have discussed many a 425 00:17:33,573 --> 00:17:36,274 time, which is that if only we would know 426 00:17:36,454 --> 00:17:38,816 and could hear and see what it's like for 427 00:17:38,876 --> 00:17:41,717 visitors to go on our websites. kind of 428 00:17:41,777 --> 00:17:44,998 insight into behavior, into also what they 429 00:17:45,038 --> 00:17:46,879 seem to have understood about us, or what 430 00:17:46,939 --> 00:17:49,260 they seem to remember about us, is so 431 00:17:49,320 --> 00:17:51,941 vastly important. And indeed, you know, 432 00:17:52,061 --> 00:17:54,382 you can, if budget allows, do focus 433 00:17:54,402 --> 00:17:55,842 groups. But actually, what we have found, 434 00:17:55,902 --> 00:17:58,083 because I've done many of them myself, and 435 00:17:58,123 --> 00:18:00,164 you have as well, is focus groups, you do 436 00:18:00,204 --> 00:18:02,144 get a biased view because people spend too 437 00:18:02,164 --> 00:18:04,425 much time rationalizing their perceptions 438 00:18:04,465 --> 00:18:07,086 and views about a website. Now, there is 439 00:18:07,106 --> 00:18:08,607 an online tool that's just been released 440 00:18:08,667 --> 00:18:12,888 by Google called Notebook LM, LM standing 441 00:18:12,908 --> 00:18:15,870 for Language Model. And Notebook LM first 442 00:18:16,310 --> 00:18:18,451 was invented, if you will, to help you 443 00:18:18,551 --> 00:18:21,412 summarize a number of documents about a 444 00:18:21,472 --> 00:18:23,173 specific subject. And what you could do 445 00:18:23,213 --> 00:18:26,074 with your AI-powered assistant is query 446 00:18:26,114 --> 00:18:28,255 those documents, get an understanding of 447 00:18:28,275 --> 00:18:30,456 what it is, And you get some summaries, 448 00:18:30,516 --> 00:18:32,397 and you can upload Google documentations. 449 00:18:32,437 --> 00:18:34,478 You can upload links to a number of 450 00:18:34,498 --> 00:18:35,919 things. But the way in which I've been 451 00:18:36,019 --> 00:18:38,720 using it more recently, Notebook LM by 452 00:18:38,760 --> 00:18:40,781 Google, it's actually simply copy and 453 00:18:40,821 --> 00:18:43,243 paste the URL of your website, or URL of a 454 00:18:43,283 --> 00:18:45,144 particular part of your website, and 455 00:18:45,204 --> 00:18:48,325 simply wait for AI to summarize what they 456 00:18:48,465 --> 00:18:50,086 have understood based on the content 457 00:18:50,106 --> 00:18:52,707 present there. And it's very, very telling 458 00:18:52,747 --> 00:18:55,388 because the summary sometimes is actually 459 00:18:55,408 --> 00:18:57,629 very powerful. It can be used almost as is 460 00:18:57,689 --> 00:19:00,430 for an apprentice section more. But 461 00:19:00,470 --> 00:19:02,870 sometimes you kind of go, oh, that's not 462 00:19:02,910 --> 00:19:04,691 really what I had in mind when I created 463 00:19:04,751 --> 00:19:06,091 this content. That's not what I had in 464 00:19:06,151 --> 00:19:07,832 mind in terms of this website. I want 465 00:19:07,852 --> 00:19:10,774 people to remember or understand more of 466 00:19:10,834 --> 00:19:12,736 this and less of the other. So if you have 467 00:19:13,277 --> 00:19:14,959 some imbalance that can be very helpful. 468 00:19:15,039 --> 00:19:17,922 So this AI platform literally will visit 469 00:19:17,962 --> 00:19:20,245 inverted commas the website and report 470 00:19:20,305 --> 00:19:21,606 back to you what it seems to have 471 00:19:21,626 --> 00:19:24,429 understood about your offer, about your 472 00:19:24,690 --> 00:19:26,271 kind of values and that kind of things. 473 00:19:27,052 --> 00:19:28,533 That's number one, so you get a good 474 00:19:28,693 --> 00:19:30,514 written summary. But the other thing that 475 00:19:30,594 --> 00:19:33,216 is very, very powerful is you get an audio 476 00:19:33,256 --> 00:19:35,017 summary. And this is the one that people 477 00:19:35,037 --> 00:19:36,778 can see Johnny smiling because he's done 478 00:19:36,798 --> 00:19:38,759 the test already. If you watch the video 479 00:19:38,799 --> 00:19:42,261 format, the audio summary is a mini 480 00:19:42,301 --> 00:19:45,363 podcast between two people. Now, I grant 481 00:19:45,423 --> 00:19:47,944 you, these are bots talking to each other, 482 00:19:48,044 --> 00:19:49,745 but the voices, the intonations, and the 483 00:19:49,765 --> 00:19:53,587 interaction is so human-like that it's a 484 00:19:53,887 --> 00:19:56,729 pleasure to listen to, But also, it gives 485 00:19:56,789 --> 00:19:59,711 you, again, an appreciation of what if two 486 00:19:59,791 --> 00:20:03,353 customers, two prospect met at a local 487 00:20:03,393 --> 00:20:06,194 pub, local cafe, and discussed what they 488 00:20:06,274 --> 00:20:08,556 understood of your website content. This 489 00:20:08,616 --> 00:20:11,217 is what Notebook LM can provide you as 490 00:20:11,517 --> 00:20:14,179 market intelligence via essentially an 491 00:20:14,219 --> 00:20:16,180 assistant. And then there's many, many use 492 00:20:16,220 --> 00:20:18,742 cases for that content. For me, the 493 00:20:18,782 --> 00:20:21,783 written summary and the audio summary is 494 00:20:21,863 --> 00:20:24,125 what we've been almost hoping for, which 495 00:20:24,225 --> 00:20:26,946 is, If you were a first-time visitor, what 496 00:20:27,107 --> 00:20:28,768 impression would you have of my website 497 00:20:28,848 --> 00:20:31,269 and what would you retain in terms of the 498 00:20:31,289 --> 00:20:33,450 information? And then based on that 499 00:20:33,530 --> 00:20:35,812 intelligence, can you go in and adjust 500 00:20:36,112 --> 00:20:39,794 that content accordingly? Yeah, it's quite 501 00:20:39,834 --> 00:20:42,276 a wow platform that you introduced me to. 502 00:20:42,296 --> 00:20:45,841 I had a little play. the other day and I 503 00:20:45,901 --> 00:20:47,902 am very excited to see where this is going 504 00:20:47,922 --> 00:20:51,444 to go but I love the use case that you've 505 00:20:51,464 --> 00:20:53,885 just painted which is let's just you know 506 00:20:53,985 --> 00:20:56,066 paste our website URL see what the 507 00:20:56,226 --> 00:20:59,848 language model says about it and it gives 508 00:20:59,868 --> 00:21:02,930 you some really interesting insight from a 509 00:21:03,450 --> 00:21:05,311 as you said you can read about it or you 510 00:21:05,331 --> 00:21:08,093 can listen to it where you know It's as if 511 00:21:08,193 --> 00:21:09,574 two people have got together and start 512 00:21:09,634 --> 00:21:11,816 talking about you. Uh, so, uh, and, and 513 00:21:11,836 --> 00:21:12,977 we're, we're talking about, you know, 514 00:21:12,997 --> 00:21:14,519 we're talking about this within seconds as 515 00:21:14,539 --> 00:21:16,881 well, aren't we? You know, it's, it's, uh, 516 00:21:17,261 --> 00:21:18,963 it only takes a minute or two for it to 517 00:21:19,003 --> 00:21:21,245 literally, uh, compile that audio and, 518 00:21:21,445 --> 00:21:24,047 and, and play it back to you. Uh, so yeah, 519 00:21:24,107 --> 00:21:25,308 interesting to see where that platform 520 00:21:25,348 --> 00:21:29,512 goes. Um, and, uh, I like it a lot. 521 00:21:30,806 --> 00:21:33,207 Thanks, Pascal. So that was our website 522 00:21:33,247 --> 00:21:35,248 engine room, where we shared a couple of 523 00:21:35,608 --> 00:21:38,569 apps that's going to help you as a website 524 00:21:38,669 --> 00:21:40,970 content creator, website manager, start 525 00:21:41,030 --> 00:21:42,971 feeling proud of your website. But also, 526 00:21:43,712 --> 00:21:45,432 ultimately, this is about sales, isn't it? 527 00:21:45,452 --> 00:21:47,053 It's about selling more. It's about 528 00:21:47,093 --> 00:21:51,835 engaging more. And whether that be current 529 00:21:51,875 --> 00:21:54,056 clients or previous clients. Let's move on 530 00:21:54,096 --> 00:21:56,597 to our final segment of this episode, the 531 00:21:56,777 --> 00:21:58,078 website call to action. 532 00:22:05,673 --> 00:22:07,355 Now, in this final segment, we surprised 533 00:22:07,395 --> 00:22:08,916 each other, we surprised you, our viewers 534 00:22:08,956 --> 00:22:10,558 and listeners, with one change or one 535 00:22:10,598 --> 00:22:12,479 adjustment that can make a big difference 536 00:22:12,499 --> 00:22:14,361 to your website. So, Jonny, what is your 537 00:22:14,561 --> 00:22:17,864 website call to action for today? So, I'm 538 00:22:17,884 --> 00:22:19,606 going to talk about voice search 539 00:22:19,746 --> 00:22:21,208 optimization. Now, I've talked about this 540 00:22:21,248 --> 00:22:23,730 before, but not on this podcast. And the 541 00:22:23,770 --> 00:22:25,251 reason that I bring it up is because 542 00:22:26,477 --> 00:22:29,198 You'll have noticed in the UK that Google 543 00:22:29,238 --> 00:22:31,678 is rolling out lots of AI in its Google 544 00:22:31,698 --> 00:22:36,599 search. And a lot of that generative AI is 545 00:22:36,879 --> 00:22:39,220 based on voice search as well, voice 546 00:22:39,240 --> 00:22:41,941 search data. And so it's a lot more 547 00:22:42,181 --> 00:22:44,561 conversational content. It's a lot more 548 00:22:45,201 --> 00:22:48,402 longer tail keywords. And really trying 549 00:22:48,482 --> 00:22:50,703 to, you know, this isn't new for some of 550 00:22:50,743 --> 00:22:53,143 you that are listening, but I expect that 551 00:22:53,243 --> 00:22:55,644 actually knowing the clients that we work 552 00:22:55,684 --> 00:22:59,105 with, knowing the range of clients that we 553 00:22:59,145 --> 00:23:01,246 work with, these questions still come up 554 00:23:01,306 --> 00:23:04,087 all the time. And the obvious things 555 00:23:04,347 --> 00:23:06,788 aren't always that obvious. So we want to 556 00:23:06,808 --> 00:23:09,929 be at the top of Google for the best word 557 00:23:10,049 --> 00:23:11,910 in the world, because that's what we sell. 558 00:23:11,970 --> 00:23:14,231 But actually, we really need to be 559 00:23:14,291 --> 00:23:16,412 thinking about what are our clients 560 00:23:17,232 --> 00:23:19,513 questions. What are they typing into 561 00:23:19,533 --> 00:23:21,755 Google? What are they asking? And more 562 00:23:21,815 --> 00:23:23,416 importantly, what are the younger 563 00:23:23,456 --> 00:23:27,158 generations using, for example, on voice 564 00:23:27,198 --> 00:23:30,000 search, for example, on other platforms, 565 00:23:30,080 --> 00:23:32,661 not just Google. They're using search on 566 00:23:32,721 --> 00:23:35,683 TikTok. And so it's how you're using that 567 00:23:35,803 --> 00:23:38,385 conversational language within your 568 00:23:38,445 --> 00:23:40,546 content and focusing on those sort of 569 00:23:40,606 --> 00:23:42,868 longer tail keywords. So my advice for you 570 00:23:42,908 --> 00:23:45,369 for this week, the call to action, is to 571 00:23:45,469 --> 00:23:48,131 really stand back about what it is you're 572 00:23:48,171 --> 00:23:50,192 trying to sell, what it is you're trying 573 00:23:50,212 --> 00:23:52,033 to, what the products and services are, 574 00:23:52,533 --> 00:23:56,035 and really home in on what might your 575 00:23:56,095 --> 00:23:59,037 clients be asking if they were looking for 576 00:23:59,117 --> 00:24:02,479 solutions that you offer. Not what would 577 00:24:02,519 --> 00:24:05,021 they type into Google, Not what would be 578 00:24:05,041 --> 00:24:07,625 the one or two keywords, but what would be 579 00:24:07,665 --> 00:24:09,487 the sense, what would be the, if they were 580 00:24:09,607 --> 00:24:11,069 going to ask someone, a personal 581 00:24:11,089 --> 00:24:12,391 assistant, if they were going to ask a 582 00:24:12,451 --> 00:24:14,734 personal assistant to solve one of their 583 00:24:14,774 --> 00:24:17,578 problems that you have a solution to, what 584 00:24:17,598 --> 00:24:19,680 would they say to that personal assistant? 585 00:24:19,720 --> 00:24:21,162 And that would be my call to action for 586 00:24:21,182 --> 00:24:24,088 this episode. This is so good. That 587 00:24:24,128 --> 00:24:25,730 relates back to what we discussed with the 588 00:24:25,750 --> 00:24:27,651 previous segment as well, because this is 589 00:24:27,691 --> 00:24:29,473 where AI can help you stimulate your 590 00:24:29,493 --> 00:24:32,195 imagination about remembering actually 591 00:24:32,255 --> 00:24:33,356 those moments where you had the 592 00:24:33,376 --> 00:24:35,517 interaction yourself. That's really 593 00:24:35,557 --> 00:24:37,679 important to go back to real life 594 00:24:37,719 --> 00:24:40,361 conversations. But also, what is lovely 595 00:24:40,381 --> 00:24:41,883 about some of the platforms you and I have 596 00:24:41,903 --> 00:24:43,084 mentioned on the show, that could be from 597 00:24:43,104 --> 00:24:45,886 ChatGPT to Perplexity, and now Notebook 598 00:24:46,046 --> 00:24:48,108 LM, is that they make suggestions about 599 00:24:48,148 --> 00:24:50,089 those questions as well. You could also go 600 00:24:50,109 --> 00:24:52,551 onto Google and look at the box that says 601 00:24:52,591 --> 00:24:54,593 people also asked, and that kind of thing. 602 00:24:54,933 --> 00:24:56,674 So it's really important to have that. And 603 00:24:57,115 --> 00:24:58,776 we learned again, because we don't talk to 604 00:24:58,796 --> 00:25:01,439 each other, we prepare separately for for 605 00:25:01,459 --> 00:25:02,861 the show but I've got something very 606 00:25:02,901 --> 00:25:05,764 similar which is this idea of a targeted 607 00:25:05,844 --> 00:25:08,627 product or services FAQ so back to 608 00:25:08,728 --> 00:25:11,291 questions people ask and this one is 609 00:25:11,331 --> 00:25:14,579 important because I have noticed I don't 610 00:25:14,599 --> 00:25:16,200 have any hard data to back it up, but I 611 00:25:16,220 --> 00:25:18,863 have noticed that search engines, 612 00:25:18,923 --> 00:25:20,685 particularly the AI summaries that they 613 00:25:20,705 --> 00:25:22,847 seem to be crafting as part of the top 614 00:25:22,887 --> 00:25:26,050 level bit of what you see, seems to like a 615 00:25:26,150 --> 00:25:28,792 lot FAQ content from websites. There seems 616 00:25:28,832 --> 00:25:31,355 to be a trend going towards that. So let's 617 00:25:32,376 --> 00:25:35,058 ride that wave as long as it may last. So 618 00:25:35,118 --> 00:25:37,460 my recommendation would be to make a list 619 00:25:37,640 --> 00:25:40,062 of your sales objectives, and be clear 620 00:25:40,082 --> 00:25:41,223 about the product and services that you 621 00:25:41,263 --> 00:25:43,945 want to sell more of in this next quarter 622 00:25:44,045 --> 00:25:46,147 or six months of the year. And then what I 623 00:25:46,187 --> 00:25:48,828 would do is use your AI assistant to give 624 00:25:48,848 --> 00:25:51,350 you some ideas about the likely questions, 625 00:25:51,410 --> 00:25:53,412 the likely objections, really important, 626 00:25:53,432 --> 00:25:55,533 the likely objections that they might 627 00:25:55,593 --> 00:25:57,575 have, the likely dancing concerns. And 628 00:25:57,595 --> 00:26:00,136 what I would do is even do that across a 629 00:26:00,176 --> 00:26:02,118 range of personas. So maybe if you don't 630 00:26:02,138 --> 00:26:03,719 have them, start with the personas and 631 00:26:03,739 --> 00:26:06,201 then use them to interrogate your AI 632 00:26:06,261 --> 00:26:09,083 assistant. platform for ideas for the 633 00:26:09,224 --> 00:26:11,286 likely objection the likely questions are 634 00:26:11,326 --> 00:26:13,588 likely dancing concerns but also 635 00:26:13,649 --> 00:26:15,210 aspirations and wishes you need to kind of 636 00:26:15,230 --> 00:26:17,473 go deep diving into that and then you'll 637 00:26:17,513 --> 00:26:19,375 have a lot to go after you don't have to 638 00:26:19,455 --> 00:26:21,778 use all of it but that is what you need to 639 00:26:21,798 --> 00:26:24,821 then repurpose that those a i can suggest 640 00:26:24,841 --> 00:26:28,363 the content into the ultimate FAQ for a 641 00:26:28,423 --> 00:26:30,484 particular service or a particular 642 00:26:30,524 --> 00:26:33,905 product. A, that's gonna make your website 643 00:26:33,985 --> 00:26:35,865 shine in terms of content and usefulness, 644 00:26:35,885 --> 00:26:38,466 but also this idea of being the extension 645 00:26:38,506 --> 00:26:41,127 of your customer care ethos. But also 646 00:26:41,247 --> 00:26:43,667 since, ultimately, even though they are 647 00:26:44,107 --> 00:26:46,168 produced by, they are AI summaries, 648 00:26:46,188 --> 00:26:48,529 forgive me, they still need content from 649 00:26:48,569 --> 00:26:49,749 the interweb, as I call it, with 650 00:26:49,809 --> 00:26:51,309 affection. And that comes from your 651 00:26:51,349 --> 00:26:54,271 website. So to have the ultimate service 652 00:26:54,771 --> 00:26:56,552 FAQ on your website is going to give you 653 00:26:57,092 --> 00:27:00,614 many, many wins moving forward. Fantastic. 654 00:27:00,694 --> 00:27:03,175 What a jam-packed episode. As always, this 655 00:27:03,195 --> 00:27:06,037 was episode 34. We've talked about how to 656 00:27:06,217 --> 00:27:07,698 safeguard website content for your 657 00:27:07,718 --> 00:27:10,139 competitors. Listen, don't be shy of 658 00:27:10,359 --> 00:27:13,100 sharing case studies and even clients' 659 00:27:13,460 --> 00:27:15,661 names and logos. But if you really do have 660 00:27:15,701 --> 00:27:18,023 concern, you can anonymize. That's what 661 00:27:18,043 --> 00:27:20,384 we've talked about. So don't be shy of 662 00:27:20,424 --> 00:27:23,186 that. Watch out for the new hype that's 663 00:27:23,226 --> 00:27:25,508 coming on YouTube to help small 664 00:27:25,548 --> 00:27:27,129 businesses, to help smaller accounts. So 665 00:27:27,149 --> 00:27:28,991 make sure that when you're watching this 666 00:27:29,071 --> 00:27:31,573 on the replay and the hype button appears, 667 00:27:31,713 --> 00:27:35,276 make sure you click the hype button. We've 668 00:27:35,396 --> 00:27:38,958 shared a few tips and apps. Of course, it 669 00:27:38,978 --> 00:27:41,260 was AI related. We're loving AI, aren't 670 00:27:41,280 --> 00:27:45,622 we, Pascal? It's ingrained into us now. 671 00:27:46,102 --> 00:27:48,583 That's a wrap for episode 34, the 90 Day 672 00:27:48,683 --> 00:27:51,044 Website Mastery Podcast, your audio 673 00:27:51,084 --> 00:27:53,005 companion to the 90 Day Website Mastery 674 00:27:53,045 --> 00:27:54,546 Program. For more information, visit 675 00:27:54,626 --> 00:27:56,566 90daymarketingmastery.com, where you can 676 00:27:56,586 --> 00:27:58,607 book a discovery call with either myself 677 00:27:58,787 --> 00:28:01,188 or Pascal. It's goodbye for now. We'll 678 00:28:01,208 --> 00:28:02,629 leave you with a fun video and audio 679 00:28:02,669 --> 00:28:04,650 montage to enjoy whilst you review your 680 00:28:04,710 --> 00:28:07,131 notes and action steps. And make sure you 681 00:28:07,191 --> 00:28:09,151 do subscribe. Make sure you tell your 682 00:28:09,211 --> 00:28:12,793 friends. I was about to say tweet as X's. 683 00:28:13,954 --> 00:28:16,196 I still haven't quite got that X or tweet. 684 00:28:16,216 --> 00:28:18,758 But anyway, more importantly, we love 685 00:28:18,818 --> 00:28:21,259 feedback. Let us know what you think. What 686 00:28:21,359 --> 00:28:22,660 else would you like on the show? What do 687 00:28:22,680 --> 00:28:24,582 you want us to explore? What questions do 688 00:28:24,622 --> 00:28:27,183 you have? But more importantly, thanks for 689 00:28:27,223 --> 00:28:29,345 being there and start feeling proud of 690 00:28:29,385 --> 00:28:30,666 your website again. We'll see you all 691 00:28:30,686 --> 00:28:33,508 soon. Cheers, Pascal. Take care. Bye-bye.