In this action-packed episode of the 90-Day Website Mastery Podcast, Jonny Ross and Pascal Fintoni dive into one of the most pressing questions facing business owners today: Should you add AI chatbots to your website? They explore the benefits, risks, and best practices for implementing AI-powered customer service tools without damaging your brand experience.

The episode also provides an essential breakdown of Google I/O 2025's key announcements, revealing how the future of search will fundamentally change website traffic patterns and what businesses must do to adapt. From AI-powered search modes to multi-modal queries, Jonny and Pascal translate Google's developer-focused conference into actionable insights for website managers.

Finally, they share two cutting-edge video creation tools, practical website optimisation tips, and immediate action steps you can take to future-proof your online presence. If you're responsible for your company's digital strategy, customer experience, or online growth—this episode is essential listening.

❓ Should I Add AI Chatbots to My Website?

The Reality Check: AI chatbots can work brilliantly, but only with proper setup and clear objectives.

Avoid the Trap: Don't just add a cheap or free chatbot and expect results—this leads to robotic, unhelpful responses.

Success Factors:

• Invest significant time in setup and training
• Define clear boundaries for what the bot can and cannot do
• Establish workflows for when to transfer to human support
• Focus on specific parts of your website rather than the entire site
• Set up knowledge bases and tone-of-voice guidelines
• Strategic Implementation: Consider chatbots for content-rich sections like blogs or case studies where users expect help navigating complex information.

The Key Question: Is your motivation to provide better service, or just to avoid tasks you don't like doing?

❓ What Does Google I/O 2025 Mean for My Website Traffic?

Major Changes Coming:

• AI Mode: A parallel search experience that will be heavily media-rich, creating infographics, videos, and audio summaries automatically
• Multi-Modal Search: Users can now search by voice, camera, sketching, or traditional typing
• Zero-Click Results: Expect dramatically reduced website traffic as AI provides complete answers without users visiting your site

What This Means for Your Business:

• Traffic Will Decline: Traditional website analytics will show less evidence that your SEO efforts are working
• Niche Down: Longer, more detailed AI queries favor highly specific, specialized content
• Be Explicit: AI can only work with the information you choose to share—generic content will make you invisibl
• Content is Critical: Case studies, reviews, and detailed service descriptions become even more important
• Media Creation: Google will create visual content about your business based on your written content

❓ What Video Creation Tools Should I Be Using in 2025?

HeyGen.com (Jonny's Pick):

• AI-powered tool for creating lifelike avatar-based videos
• Perfect for customer communications and internal training
• Scalable and highly personalizable
• Used by organizations like the NHS for staff communications
• Focus on finding unique use cases beyond the obvious promotional materials

Instagram Edits (Pascal's Pick):

• Dedicated vertical video editing app from Instagram
• Complete with captioning and music library
• Separate from main Instagram app—no need for social media accounts
• Continuously adding new features and capabilities
• Perfect for creating vertical content for websites and social media

❓ What Quick Website Improvements Should I Make Right Now?

Jonny's Call to Action: Test Your 404 Page

• Create a custom 404 error page with your branding
• Add helpful links and a search bar
• Use wit and personality—make it memorable
• Guide lost visitors back to relevant content
• Examples: Personal photos with apologetic gestures, Disney's Wreck-It Ralph theme

Pascal's Call to Action: Optimise Your Google Business Profile

• Review your listing from a first-time customer's perspective
• Complete ALL available fields—don't leave anything blank
• Use features to showcase different sections of your website
• Add FAQs (tip: ask yourself questions and answer them as the admin)
• Make it comprehensive enough to compete in AI search summaries

💡 Key Insights and Messages:

The digital landscape is moving faster than ever before. The gap between taking action and falling behind is shrinking rapidly. Whether it's implementing AI tools, preparing for new search behaviours, or improving current systems, the time for hesitation is over. Small gaps in your content strategy or website optimisation can become massive disadvantages within weeks.

🔑 Key Takeaways — What You’ll Learn (with timestamps)

01:42 – You Ask, We Answer: Do chatbots really work on websites?

03:00 – The reality of AI chatbot implementation and customer expectations

04:46 – Pascal's concerns about automation and website mishaps

05:49 – Focusing chatbots on specific website sections, not entire sites

07:27 – Treating AI chatbot setup like hiring a new staff member

09:07 – Website Stories: Google I/O 2025 Conference breakdown

10:13 – Live translation, 3D Google Meet, and new Google features

11:05 – The future of search behaviour and multimodal queries

11:32 – AI Mode: Media-rich search results that bypass websites

12:34 – The coming challenge of zero-click search results

13:36 – Google Search gets only 20 seconds in Google's own conference

14:45 – Why niching down becomes critical for AI discoverability

16:57 – How Google will create graphics about your business automatically

18:20 – The importance of explicit case studies and reviews for AI

20:44 – Website Engine Room: HeyGen for AI avatar video creation

22:25 – Real-world examples: NHS using AI-generated training videos

23:18 – Pascal on Instagram Edits for vertical video creation

24:43 – The rise of vertical video festivals and cinema experiences

26:35 – Website Call To Action: Testing and improving your 404 page

27:37 – Pascal's recommendation: Optimising Google Business Profile

29:15 – Pro tip: Adding FAQs to your Google Business Profile

30:21 – Final reflections on the unprecedented speed of digital change

31:14 – Importance of taking action before gaps become chasms

🔎 SEO Keywords & Tags:

AI chatbots for websites, website chatbot implementation, AI-powered customer service, Google I/O 2025 recap, AI search mode, multimodal search queries, zero-click search results, website traffic optimisation, Google Business Profile optimisation, 404 page customisation, HeyGen AI video creation, Instagram Edits vertical video, website automation best practices, AI content creation tools, Google search algorithm changes, website user experience optimisation, AI chatbot setup guide, Google E-E-A-T compliance.

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• Jonny Ross
• Pascal Fintoni

About the Hosts

Jonny Ross is a leading digital marketing consultant and SEO strategist with decades of experience helping businesses transform their online presence.

Pascal Fintoni is a digital skills trainer and video marketing expert, known for making complex tech topics accessible and actionable.