When it comes to creating content for my website, AI doesn’t know what my superpowers are. It doesn’t really know why someone should choose me over another web designer, or avoid DIY website builders such as Wix or Squarespace.
The content created by AI is generic, formulaic, and based on statistical probabilities.
AI makes me look, feel, and sound like every other web designer making use of it. That isn’t going to get my phone ringing, and neither will it help my clients when I do the same thing with their websites.
Of course, none of that matters to you. From your perspective, you just want your website refreshed, redesigned, or revamped in some way. What possible difference can the words on the page make?
And of course, the answer is, all the difference in the world. Here’s why...
I was recently presented with the challenge of populating the website for an accountant.
This might sound simple, but it’s not. One of the reasons people hire me rather than do the job themselves is that I can turn their website into a lead generation powerhouse.
And not just any old leads. Good quality, well-qualified leads.
Relying on the generic content found on every other accountant’s website wasn’t going to cut it. Neither can ChatGPT be trusted to generate this copy.
What can an accountant put on their website if they wish to stand out from the pack and grow a new business from scratch? Is there anything new and interesting in the world of accounting?
Probably not, I decided. The answer, as always, lies in the person rather than the profession.
The best content to add to an accountant’s website depends on the accountant in question.
As we sat down to talk, I switched my brain into marketing mode and started listening for unique and peculiar problems that this person solves for their clients.
As the old saying goes, “All marketing is problem solving.”
Successful business owners tend to solve problems more effectively than their competitors. When pondering the “create content for my website” question, I was listening for the things this person does without even realising they’re doing something amazing. Things that...
Before too long, several such things cropped up. And boy, one of them was a doozy! They offer a service that will stop a first-time property investor from making a seriously expensive investment error.
Very important indeed! A short video recorded on your phone stands out by adding authenticity and human connection.
Unlike static text, videos convey tone, enthusiasm, and personality. These are the attributes that build trust in you and confidence in your ability to deliver. Better still, a short video establishes you as a real person, rather than some invisible entity behind a long string of words.
The engagement that follows watching a video increases the time people invest in your site, bringing a host of psychological benefits downstream of the sale. Benefits that turn interest into action, and visitors into warm leads. Studies show that video content increases conversion rates by 80%, and for all sorts of reasons, including the suitability of the format for simplifying complex ideas and prompting action.
Phone videos feel relatable and unpolished, and these encourage people to share them with others, leading to network effects. When considering the question, “Should I create video content for my website?” the answer is always yes.
With the content topics duly acquired, the solution to the “create content for my website” question was answered, and I now know what needs to be said.
My “listen-first” approach to content creation is based on asking open questions that reveal promising launching points from which to drill down into the details. This approach helps me to uncover the special things a business owner does, revealing their superpowers.
And my ability to do that is the superpower that keeps me ahead of my competition.
It’s the source of my ability to create websites that generate leads, and it helps my clients avoid the bland, generic sameness of all those AI-generated websites.
You have superpowers, too. Figuring out what those powers are and revealing them to the world in powerful ways is what I do. It’s how I answer the “create content for my website” question for your business website.
Pick up the phone, give me a call, and let’s talk about turning your website into a source of valuable new business leads.
The above “Create Content for my Website” tools and sites are available as a downloadable resource from The One Stop Web Shop. Click here.
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