Unlocking the Website Copy Approach with AI
Recently, I listened to a podcast on the hot - and provocative - topic of AI’s role in affecting the traditional work of graphic and website design within the digital marketing world. Being a relatively new designer on the local business scene, I’ve been prompted by questions that many folks have heard around AI: “Will AI replace the [fill in your industry / job]. What are you planning for the long-term?”
At an event last year, someone even pointedly proclaimed, “Websites don’t mean shit anymore.” Harsh reality or merely a veteran competitor trying to discourage a newcomer? There is no doubt AI is rapidly changing the business world and as someone who works in technology and embraces positive change, I gravitate toward the possibilities it can bring to streamline our processes, free up time and resources for smarter ways to work, and help a business adapt to the times. Let me share a recent example.
Most small business owners know their story. They just can't write it, what we call in the business as “copy.” I used to think the tricky part to building and publishing a website was the design. After working with local business owners, I've learned the real bottleneck is usually content, time and time again. Specifically, getting clients to articulate who they are and why they do what they can be the biggest hurdle to progress.
“Oh, I wish I had [choose your recording device] because what she just said would make for a great soundbite / quote.”
Clients know their stuff. It's not a knowledge problem. It's a format problem. We've been providing web clients with Onboarding / Content Questionnaires for years and wondering why projects stall in this phase of the project. When we ask people to write, we trigger self-doubt. I’ve been writing personally and professionally for years, and it is true – staring at a blank screen or an empty white paper is a tough place to start for many folks; it can be intimidating.
But when we let clients talk, the story flows intuitively - and with gusto! The difference (and progress!) in output is remarkable. There have been many instances of a discovery call when I think to myself, “Oh, I wish I had [choose your recording device] because what she just said would make for a great soundbite / quote.”
I discovered this firsthand when a client spent weeks staring at my usual Onboarding questionnaire for her new website. Weeks went by, then, it turned into a month. Suggestions were shared, follow-up emails were sent, and voicemails were left. It turned out she did not know where to start. She wasn't stuck because she lacked content — she was overwhelmed because writing feels – and is - hard when it's your business and your words.
So, I revamped my onboarding process entirely. Now? Why not use technology to streamline the process and defeat the daunting beast called writer’s block? Let’s unpack the passion, expertise, and priorities inside the client’s mind and use technology to help them articulate their company, brand, products, services, and core values. When I pitched this idea to my client, she gleamed with a smile and said, “Yes, please!”
With so many AI tools available to render recordings into different formats, I’m finding it enables clients to move faster, feel less overwhelmed, unlock a content process that flows more easily, and provides them with websites they're proud of — without the weeks of back-and-forth, avoidance, or paralysis brought on by overthinking thoughts. And the content provides authenticity and passion in the client’s “tone,” giving it more merit above the AI-generated goop that is out there and lacks personality.
How are you adapting AI technology to work smarter and improve your value to clients and businesses?
If you are interested in discussing your website strategy, please reach out for a quick discovery call – recorded, of course, with your permission 😉. I provide services to local businesses in the south Austin, Buda, Kyle, and surrounding Hill Country region.
