In this episode of the 90-Day Website Mastery Podcast, Jonny Ross and Pascal Fintoni address the critical challenge every business owner faces: What do you do when your website project isn't progressing as expected?

The discussion provides practical guidance on managing web development relationships, preparing for crucial meetings with suppliers, and ensuring projects get back on track without damaging professional partnerships.

The episode also revisits their comprehensive "20 Urgent SEO Actions for the AI Search Era" resource, breaking down why traditional SEO strategies are no longer sufficient and what specific steps you must take to remain visible in an AI-dominated search landscape.

Finally, Jonny and Pascal introduce two innovative tools for accessibility and visual content creation, plus actionable website improvements that can boost trust and conversions immediately.

If you're responsible for website strategy, project management, or digital visibility, this episode delivers the clarity and action steps you need.

❓How Should I Prepare for a Meeting with My Web Developer When My Project Is Stalling?

• Start with the original brief - review what was initially agreed and documented
• Take the role of project director - approach the meeting as a collaborative reset, not a blame session
• Ask key diagnostic questions: "Where are you at?", "What are you waiting for from our side?", "What are the next steps?"
• Step back to the bigger picture - revisit the project's core purpose and business objectives
• Focus on relationship management - keep suppliers motivated and feeling supported
• Look for small victories - celebrate incremental progress rather than waiting for major milestones
• Be realistic about capacity - acknowledge that both sides may face unexpected challenges
• Come prepared with solutions - rather than just presenting problems, suggest ways forward

❓Is My SEO Strategy Ready for the AI Search Era?

Based on Jonny and Pascal's "20 Urgent SEO Actions" resource, the key shifts include:

• Technical SEO for AI: Structure content so machines can easily understand context and relationships
• Content optimisation: Move beyond traditional keyword stuffing to create genuinely helpful, in-depth content
• Authority building: Focus on trust signals, citations, and credibility markers that AI systems recognise
• Local visibility: Use specific geographical terminology naturally within conten
• Explicit trust signals: Mention reviews, certifications, and credibility markers directly in your content
• Content structure: Add "Too Long; Didn't Read" sections and follow-up questions mimicking AI behaviour
• Depth over brevity: Abandon the outdated "online content must be short" mentality

The reality: AI summaries are creating a more level playing field where newer businesses with quality content can appear alongside established brands, regardless of domain authority.

❓What Digital Tools Can Transform My Website's Accessibility and Visual Appeal?

Signapse.ai (Jonny's recommendation):

• Translates videos, events, and announcements into British Sign Language or American Sign Language
• Powered by AI and approved by real deaf translators
• Removes cost barriers to making content accessible
• Currently being used by NHS trusts and other major organisations
• Ideal for educational content, event recordings, and promotional videos

Napkin.ai (Pascal's recommendation):

• Converts text content into hand-drawn style visual summaries
• Creates infographics and visual representations from complex articles or strategies
• Offers multiple illustration styles with a natural, approachable aesthetic
• Addresses different learning preferences - visual vs text-based
• Particularly valuable as AI platforms increasingly offer visual summary options

❓What Immediate Website Changes Will Build Trust and Improve Conversions?

Jonny's Call to Action: Add Trust Badges

• Review and display security certifications, payment badges, and industry accreditations
• Include trade association memberships, awards, and professional qualifications
• Position badges strategically on conversion pages, not just in footers
• Target service pages, landing pages, and e-commerce product details
• Remember: small conversion improvements compound into significant revenue increases

Pascal's Call to Action: Reorganise Your Case Studies

• Group case studies by client industry, job role, or specific challenges addressed
• Make it easier for first-time visitors to find relevant examples quickly
• Consider featuring the same project in multiple categories with different storytelling angles
• Test your organisation with fresh eyes - ask someone unfamiliar with your business to review
• Think of it as creating themed collections, similar to blog category organisation

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

01:14 – You Ask, We Answer: Website project delays and developer meetings

02:12 – How to handle stalled website projects without damaging relationships

02:42 – The importance of detailed briefs and project clarity

04:35 – Taking the project director role in supplier meetings

06:43 – Partnership approach to web development challenges

07:39 – Key takeaways: relationships, briefs, and realistic capacity planning

08:42 – Website Stories: Introducing the AI SEO era resource

09:14 – How the "20 Urgent SEO Actions for AI Search Era" was created

09:42 – The dramatic shift in search behaviour and click-through rates

11:19 – Technical SEO, content, and authority building in the AI age

13:22 – Why it's just really good SEO taken to the next level

15:22 – The fairness of AI summaries for newer businesses

17:35 – Website Engine Room: Signapse.ai for accessibility

20:18 – Napkin.ai for converting text into visual summaries

22:12 – The rise of visual content in AI platforms

23:46 – Website Call To Action: Trust badges for conversion improvement

25:16 – Organising case studies for better user experience

27:04 – Episode wrap-up and final reflections

🔎 SEO Keywords & Tags:

website project management, AI search optimisation, generative engine optimisation, AI SEO strategy, AI content summaries, website authority building, website trust signals, website project brief planning, AI search era SEO, visual content creation, sign language translation, website credibility markers

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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.