Jonny Ross Fractional CMO

In this episode of the 90-Day Website Mastery Podcast, Jonny Ross and Pascal Fintoni explore a question many business owners are asking:

Should I invest time learning website design, or focus my energy elsewhere?

The conversation reveals the real value of professional development for website managers, revealing why strategic understanding matters more than technical execution.

The episode also examines Ofcom's groundbreaking 2025 Online Nations Report, which highlights seismic shifts in how UK audiences discover and consume online content.

With AI overviews now reducing click-through rates by almost 50%, and Google Maps emerging as the "High Street of the digital world," the implications for website strategy are profound. Jonny and Pascal break down exactly what these trends mean for your content, visibility, and 2026 marketing plan.

Finally, the hosts share two powerful productivity tools for website managers, plus actionable website adjustments you can implement this week to improve user experience and data capture.

If you manage a website, create content, or lead digital marketing for your organisation, this episode provides the clarity and direction you need heading into 2026.

❓ Should I Learn Website Design to Better Manage My Website?

Training is valuable, but clarity on what to learn and why is essential.

1. Design skills vs management skills are different: Understanding design helps you brief and challenge suppliers, but doesn't mean you should design yourself.
2. Strategic knowledge beats tool proficiency: Focus on learning messaging, structure, accessibility, user intent, and customer journey mapping over specific design software.
3. Time is your most valuable asset: Consider whether your time is better spent designing or delivering your core business expertise.
4. Create a learning plan for 2026: Map out skills development over 3-6-12 months aligned with your business strategy, rather than reacting to immediate challenges.
5. Upskilling enables better collaboration: The more you understand what's achievable, the better you can brief designers, developers, and agencies.

Ask yourself: Will this training help me be a better strategist, or just a busier technician?

❓ What Does Ofcom's 2025 Report Tell Us About Online Behaviour?

Based on Ofcom's 114-page Online Nations Report 2025, Jonny and Pascal highlight critical insights every website manager must understand:

https://www.ofcom.org.uk/media-use-and-attitudes/online-habits/from-apps-to-ai-search-how-the-uk-goes-online-in-2025

Key Statistics & Trends:

1. Adults now spend 4.5 hours online daily, up 10 minutes from last year, reversing the previous plateau.
2. 77% of online time happens on smartphones, mobile-first design is non-negotiable.
3. Top 3 apps: WhatsApp, Facebook, Google Maps, with Google Maps dubbed the "High Street of the digital world" reaching 78% of UK internet users monthly.
4. Reddit is surging, experiencing 28% audience growth for the second consecutive year, now reaching 60% of UK internet users.
5. Twitter is declining significantly, along with Quora. Pinterest, Messenger, and eBay show marginal declines.

The AI Overview Revolution:

1. Users are almost 50% less likely to click through to source websites when encountering AI overviews (26% end search sessions vs 16% for traditional search).
2. Trust in summaries is growing, people increasingly trust AI-generated summaries without verifying original sources.
3. Only 33% of adults believe the internet is good for society, down from 40% last year, highlighting growing skepticism.

Preparing for Agentic AI:

1. Autonomous AI agents (like Google's Gemini in Chrome) will increasingly compare products and plan purchases without direct user prompts.
2. Your Google Maps presence and website content will feed these AI comparisons, making accuracy and comprehensiveness critical.

Three Strategic Pillars for 2026:

1. Become the Answer: Publish authoritative, comprehensive content that AI systems will cite.
2. Go Deep, Not Wide: Focus on expertise in specific areas rather than superficial coverage of many topics.
3. Become Your Sector's Trusted Voice: Build authority through consistency, authenticity, and demonstrated expertise.

❓ What Tools Can Improve Website Management Efficiency?Clay.com (Jonny's Pick): https://www.clay.com/

1. Research and turn data into action with flexible, iterable workflows.
2. Integrates with Google Tag Manager, CRMs, and form capture tools.
3. Captures website behaviour data and converts it into actionable insights.
4. Simplifies complex customer journey mapping.
5. Helps increase ROI by making data more understandable and actionable.
6. Perfect for modern, data-driven website management.

MeetEdgar.com (Pascal's Pick): https://meetedgar.com/

1. Ideal for marketers with extensive libraries of evergreen content.
2. Automates the resharing and repromoting of your best blog posts, videos, podcasts, and resources.
3. Features include content categories, auto-import, AI writing assistant, A/B testing, and analytics.
4. Chrome integration allows you to schedule content resharing while browsing your own website.
5. Combats "recency bias" by reminding audiences of valuable older content that remains relevant.

❓ What Quick Website Changes Should I Make Right Now?Jonny's Call to Action: Limit Pop-Up Intrusiveness

1. Pop-ups are valuable for capturing leads and growing your email list.
2. But they must be user-friendly: Ensure they're mobile-optimised, well-timed, and easy to close.
3. Don't frustrate visitors with difficult-to-close pop-ups or ones that appear too frequently.
4. Make the close button obvious, don't hide it by matching colours to the background.
5. Balance lead generation with user experience to avoid damaging trust and increasing bounce rates.

Pascal's Call to Action: Review Your 2026 Memberships for Content Opportunities

1. List all professional bodies, trade associations, and memberships you're renewing for 2026.
2. Identify key contacts within each organisation.
3. Invite them for Q&A sessions: Create blog posts, podcasts, or video interviews discussing industry trends, AI impact, or future forecasts.
4. Leverage their networks: When guests share your content with their audience, you gain access to extensive, relevant networks.
5. Double benefit: Valuable content for your audience + increased website traffic from established communities.

Time to turn membership fees into content marketing opportunities!

🎯 Key Takeaways for Website Managers (with timestamps)

1. Websites are not brochures, they feed AI systems that increasingly control visibility and discovery.
2. Content quality over quantity has never been more important as AI systems curate what audiences see.
3. Google Maps is now mission-critical, ensure your business profile is comprehensive, accurate, and optimised.
4. Authenticity and expertise win in an era of declining internet trust and AI-generated content saturation.
5. Strategic upskilling beats tactical tool training, understand the "why" before learning the "how."
6. Be explicit about your expertise, don't assume people know what you do or why you're different.
7. Repurpose and reshare evergreen content, your older content still has value if you remind people it exists.

00:19 – Introduction to Episode 52: Should you learn website design?

01:38 – You Ask, We Answer: Training courses for website design

04:03 – Website design vs. website management: Two different skill sets

05:20 – Creating a strategic learning plan for 2026

08:22 – Website Stories: Ofcom's 2025 Online Nations Report

11:10 – The AI overview revolution: 50% fewer click-throughs

12:48 – Three core pillars for 2026: Become the answer, go deep, be trusted

15:32 – Growing concerns: Fewer people trust the internet

16:30 – The decline in internet trust across all generations

17:35 – Reddit and community-driven platforms on the rise

18:30 – The urgency of being explicit about your expertise

20:26 – Website Engine Room: Clay.com for data-driven workflows

21:49 – MeetEdgar: Automating evergreen content resharing

23:58 – Website Call To Action: Limiting pop-up intrusiveness

25:18 – Reviewing memberships for content and traffic opportunities

27:13 – Recap: Over 100 calls to action and 50+ questions answered

🔎 SEO Keywords & Tags:

Primary Keywords: website design training, website management skills, AI search trends 2025, Ofcom online nations report, Google Maps SEO, agentic AI marketing, evergreen content strategy, content resharing tools, website pop-up optimisation, website content strategy 2026

Secondary Keywords: upskilling for website managers, UK online behaviour 2025, Reddit growth statistics, Clay.com data workflows, MeetEdgar automation, membership content marketing, website lead generation, digital marketing planning 2026

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👉 Subscribe to the 90-Day Website Mastery Podcast for more expert insights on SEO, content marketing, and website growth.

👉 Leave us a review — your feedback helps others discover the show!

👉 Book a discovery call: 90daymarketingmastery.com

👉 check our book "WebProud" on Amazon for more website mastery strategies

👉 Connect with us on LinkedIn:

1. Jonny Ross
2. 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.

In this episode of the 90-Day Website Mastery Podcast, Jonny Ross and Pascal Fintoni explore the rising trend of one-page websites, dissect the latest Google Search Console updates from John Mueller, and reveal why optimising for AI agents is the next big wave in SEO.

The discussion covers when one-page websites work (and when they don't), how AI Mode is transforming search behaviour, the upcoming HTTPS enforcement in Chrome, and what "agentic AI" means for your website's future.

Plus, Jonny and Pascal share two powerful content creation tools and practical website adjustments you can implement today to stay ahead in 2026 and beyond.

If you manage a website, create content, or are responsible for your business's online presence, this episode is for you and packed full with actionable advice.

❓ Should I Use a One-Page Website for My Business?

The Short Answer: One-page websites have their place, but they're not suitable for most established businesses.

When One-Page Websites Work Well:

• Specific landing pages for pay-per-click campaigns with clear user intent
• Squeeze pages designed to convert traffic from paid ads
• Testing new offerings or validating ideas for startups
• Event promotions or single-purpose campaigns
• Personal brand sites showcasing multiple facets of an individual's work

The Limitations:

• Lack depth needed to build trust and credibility
• Limited SEO potential compared to multi-page sites
• Don't provide space for storytelling and brand development
• Risk becoming a "set it and forget it" solution that never gets updated
• Insufficient for AI search summaries that require explicit, comprehensive content

The Bottom Line: One-page websites can deliver great ROI improvements for specific campaigns, but shouldn't be your primary business website. They work best as focused landing pages alongside a robust multi-page site.

📰 What Are the Key Google Search Console Updates for Q4 2025?

Based on John Mueller's latest Search Console news roundup, here are the critical updates:

Search Console Enhancements

• New Logo & Visual Refresh: Signals ongoing platform improvements
• Achievements Feature: Track milestones like gaining clicks from Google Search
• Query Groups: Similar search queries now cluster into themes for better strategic analysis
• Custom Annotations: Label events affecting site performance (campaigns, site changes) with shared visibility across team members
• AI Configuration: Natural language queries to analyze data without complex filters

Google Search & AI Changes

• August Spam Update: Enhanced automated detection to reduce spammy search results
• AI Mode Expansion: Now supports longer queries (3x traditional length) in more languages and countries
• Agentic Features (Experimental): AI agents can perform actions directly through search (booking tables, filling forms, making purchases)
• Web Guide (Experimental): AI-organized search results structured like magazine layouts

Security & Technical Updates

• Chrome HTTPS Default (October 2026): Non-secure HTTP sites will require user permission to load
• Site Kit WordPress Enhancements: New reader revenue manager for newsletters, surveys, contributions
• JavaScript Paywall Documentation: Updated guidance for SEO-friendly paywalls
• No LLM Text File Required: Google confirms no special actions needed to appear in AI search results

Here is the link to the video from the Google Search Central team:

Search Console, AI, and HTTPs updates Search Console (Q4 ‘25)

https://youtu.be/o0AGWPU96TQ?si=IHlpoertUjUYXjYx

🤖 BONUS: What Is Agentic AI and Why Should I Care?

Agentic AI (or "action-taking AI") represents the next evolution of search, where AI agents can complete tasks on your website without users ever visiting it.

What This Means for Your Website:

• Users can download PDFs, fill out forms, make bookings, or even complete purchases through AI interfaces
• Your website needs to be optimised for AI agents, not just human visitors
• This is happening NOW, not in some distant future

How to Optimise for Agentic AI:

Basic SEO Foundations:

• Implement structured data correctly
• Ensure clean, well-organised code
• Label forms clearly and make them easy to understand
• Use explicit, comprehensive content that AI can easily parse

Technical Considerations:

• Adjust reCAPTCHA settings, i.e. Google's reCAPTCHA can be too harsh for AI agents
• Use gentler spam filters that allow AI penetration while blocking spam bots
• For e-commerce: Set up API endpoints (e.g. Shopify draft orders) for AI agents
• Create AI instruction pages to guide automated interactions

The Future Is Here: This isn't about writing blogs faster with AI, it's about preparing your website for an internet where people take action by speaking or typing, without ever visiting your site directly.

🛠️ What Tools Can Supercharge My Website Content Creation?WriteSonic (Jonny's Pick)

Website: writesonic.com

What It Does:

• Robust AI writing assistant for high-converting copy
• Excels at research and in-depth article creation
• Learns your brand's tone of voice
• Integrates with popular content management systems via plugins

Best For:

• Ad campaigns
• Social media posts
• Blog articles
• Accelerating content creation workflows

Bonus Feature: Advanced AI analysis tools for understanding your visibility in AI search results, plug in your website to measure AI visibility metrics.

NotebookLM (Pascal's Pick)

Website: notebooklm.google.com

What It Does:

• Google's AI-powered content creation and research platform
• Studio feature now includes 8 interactive tools (previously known for audio/video overviews)

New Content Creation Tools:

• Infographic Generator: Summarises key website information into stunning visual designs using your site's photos and branding
• Slide Deck Creator: Generates presentation slides summarizing your website's key messages

Why It's Revolutionary:

• Both tools can be customised with specific briefs to focus content
• Quality is production-ready and users report being able to post generated infographics immediately
• Can be instructed to use your brand colours, fonts, and images automatically
• All features are FREE

🎯 What One Change Should I Make to My Website Right Now?Jonny's Call to Action: Refine Your Meta Descriptions

Why This Matters:

• Meta descriptions still have significant value for SEO, AI overviews, and click-through rates
• They're your opportunity to influence whether people click on your listing
• Many sites still have default "Enter description here" text — a terrible first impressio
• Easy to update across your site quickly

How to Do It Right:

• Make descriptions compelling and keyword-rich
• Avoid duplicating descriptions across multiple pages
• Summarise the page content clearly and accurately
• Use the exercise to check if your page content itself is clear
• Aim to improve click-through rates from search results

Pro Tip: If you struggle to write a meta description, it may signal that the page content itself lacks clarity so perhaps fix the content first.

Pascal's Call to Action: Create a 2025 Highlights Magazine

The Strategy:

1. Review all high-performing posts across your social media platforms (LinkedIn, Facebook, Instagram, Pinterest)
2. Group these posts into common themes
3. Create a branded digital magazine using those themes as chapters
4. Design using Canva, PowerPoint, or your preferred platform
5. Offer as a free download on a dedicated landing page

Why This Works:

• Celebrates your year's best content
• Repurposes high-performing material with proven engagement
• Creates a valuable lead magnet for prospects
• Demonstrates expertise and thought leadership
• Can be promoted throughout Q4 and into 2026

Perfect Timing: End-of-year content performs exceptionally well as people reflect and plan for the new year.

🔑 Key Takeaways from Episode 51

1. One-page websites work brilliantly for specific campaigns but shouldn't replace a comprehensive business website
2. Google Search Console is becoming more powerful with AI configuration and should be your first choice for website analytics
3. Agentic AI is the next big wave so optimise your website for AI agents that can take action without users visiting your site
4. HTTPS is mandatory by October 2026 so ensure your site is secure now
5. Meta descriptions still matter for improving click-through rates from search results
6. Content repurposing into branded magazines is an excellent way to leverage your best social media posts

🔎 SEO Keywords & Tags:Primary Keywords:

one-page website pros and cons, agentic AI optimisation, Google Search Console updates 2025, AI Mode search optimisation, meta description best practices, HTTPS website security, NotebookLM infographic generator, WriteSonic AI content creation

Secondary Keywords:

single page vs multi-page websites, John Mueller Search Console news, AI search visibility, Chrome HTTPS default 2026, query groups Search Console, landing page conversion strategies, AI agents website optimisation, structured data for AI search, squeeze page design

--

👉 Subscribe to the 90-Day Website Mastery Podcast for more expert insights on SEO, content marketing, and website growth.

👉 Leave us a review — your feedback helps others discover the show!

👉 Book a discovery call: 90daymarketingmastery.com

👉 check our book "WebProud" on Amazon for more website mastery strategies

👉 Connect with us on LinkedIn:

• 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.

In this special 50th episode of the 90-Day Website Mastery Podcast, Jonny Ross and Pascal Fintoni celebrate a major milestone whilst tackling a critical issue facing business owners today: the risks and realities of AI-built websites.

By the Numbers: 50 Episodes of Value:

• 50 questions answered from the community.
• 50 pieces of content reviewed and analysed.
• 100 tools and apps recommended.
• 100 website call-to-action suggestions provided.

This episode also marks the one-year anniversary of their book "WebProud - The 5-Step Roadmap to Feeling Proud of your Website Again!"

https://www.amazon.co.uk/WebProud-5-step-roadmap-feeling-website/dp/1068691603

The discussion explores what happens when your website designer uses AI platforms without transparency, the essential questions you must ask before commissioning any website project, and how to avoid the costly mistakes that come from unclear briefs and assumptions.

Jonny and Pascal also share two powerful tools for creating visual content, and provide actionable website adjustments you can implement immediately.

❓ My Designer Used AI to Build My Website — What Should I Do?

The Hidden Risks of AI Website Builders:

Some website designers are now using AI platforms to create websites quickly, but without proper disclosure or planning.

Common problems include: inability to update content yourself, locked-in proprietary systems, and limited future functionality.

The fundamental issue isn't AI itself — it's lack of transparency and inadequate project briefing.

Essential Questions to Ask Before Commissioning a Website:

• What platform is it built on? Understanding the content management system (CMS) is crucial for long-term flexibility.
• Who actually owns the website? Clarify ownership rights in case you need to change agencies or freelancers.
• Can I update and modify content myself? Ensure you have editing access and the ability to make changes independently.
• What's the future-proofing plan? Ask about adding features later, such as e-commerce functionality or additional pages.
• Who is building it — humans or AI? Understand the level of human expertise and oversight in the project.
• What's in the Terms & Conditions? Review all contractual agreements carefully before signing.

The Importance of a Comprehensive Brief:

• Your expertise as a business owner isn't in building websites, that's why proper briefing is essential
• Request a detailed project plan with clear stages, review points, and deliverables.
• Ask for transparency about tools, methods, and team members involved
• Use AI to help you: Ask ChatGPT or Claude to create a checklist of questions for website project vendors.

Slowing Down in the Age of Speed:

• AI's advantage is speed, but that doesn't mean you should rush decisions.
• Use the time AI saves to invest in proper due diligence, reflection, and questioning.
• Cheaper and faster doesn't always solve the problem — quality and control matter more.

📖 Celebrating One Year of WebProud: The Journey & The Book

The Evolution from Webinars to Book:

• During COVID, Jonny and Pascal launched a five-part webinar series sharing their passion for websites.
• This evolved into the 90-Day Website Mastery Podcast (now at episode 50).
• The webinar content became the foundation for their book: WebProud: The 5-Step Roadmap to Feeling Proud of Your Website Again!
• Published November 2024, launched December 2024, and became a #1 Kindle bestseller within 48 hours.

What Makes WebProud Different:

• Two main sections: Executive Briefings (actionable steps) and Bonus Content (inspiration and tools).
• Five core executive briefings form the heart of the book's methodology.
• Highly interactive format: Includes idea catcher pages, checklists, tables to complete, and space for notes.
• Available in print and interactive Kindle: The Kindle version allows you to type directly into forms and tables.
• Bonus features: Yearly planner with 52 weekly website adjustments, tool recommendations, and article reviews.

The Book's Philosophy:

• Designed as a field guide to be used, marked up, and referenced repeatedly.
• Focuses on practical, actionable advice rather than theory.
• Reflects Jonny and Pascal's approach as trainers and advisors.

🛠️ The Website Engine Room: Two Essential Visual Tools

LandingSite.ai (Jonny's Pick):

https://landingsite.ai Generate a beautiful website for your business in five minutes.

Best use case: Creating optimised landing pages quickly for specific marketing campaigns.

Key benefits:

• Rapid deployment for testing different messages and funnels.
• Perfect for matching landing page messaging to specific ad campaigns (Facebook, Google Ads, Instagram).
• Ideal for squeeze pages designed to capture leads from email flows.
• Uses AI-driven insights and pre-made templates.

Strategic value: Enables fast testing and iteration without committing to full website builds.

EZGif.com (Pascal's Pick):

https://ezgif.com Simple, free online GIF maker and comprehensive animation toolset.

Key features:

• Create GIFs from static images or video clips.
• Edit existing animations: crop, resize, add text, change formats.
• Convert between formats: GIF, APNG, WebP, MNG, and AVIF.
• Transform video footage (from events, presentations) into engaging animated content.

Strategic applications:

• Enhance blog articles with animated headers and visual breaks.
• Create eye-catching social media content (GIFs are "the new emojis").
• Animate promotional content for LinkedIn, Facebook, and other platforms.
• Add visual interest to presentations and email campaigns.

Business model: Free to use with optional donation (buy them a coffee).

📢 The Website Call to Action: Two Quick Wins for Immediate Impact

Call to Action #99: Add Clear Opening Hours (Jonny's Recommendation)

Why this matters in 2025 and beyond:

• AI and machine learning systems need explicit, structured data.
• Search engines and AI assistants rely on clear information to answer user queries.
• Builds trust by showing your business has regular operations and real premises.

Implementation steps:

• Display opening hours prominently on your contact page.
• Consider adding them to your website header or footer for visibility on every page.
• Critical: Ensure your website hours match your Google Business Profile exactly.
• Use consistent formatting across all platforms.

SEO and trust benefits:

• Helps users immediately know when they can reach you.
• Reinforces legitimacy and professionalism.
• Provides explicit data for AI to read and interpret accurately.
• Joins the dots for Google between your website and Business Profile.
• Improves local SEO signals and search visibility.

Call to Action #100: Audit and Optimise Your Google Business Profile (Pascal's Recommendation)

Why Google Business Profile matters more than ever:

• AI summaries (the evolution of SEO) pull heavily from Google Business Profile data.
• Well-maintained profiles boost your visibility in AI-generated search results.
• Google uses profile-website correlation as evidence of business legitimacy.

Action plan:

• Reacquaint yourself with all Google Business Profile features and content fields.
• Fill in blank or unused fields (every empty field is a missed opportunity).
• Match information precisely with your website (address, hours, services, descriptions).
• Update regularly (stale information damages trust and rankings).

Using AI to maintain your profile:

• Ask your favourite LLM (ChatGPT, Claude, Gemini) to create a quarterly action plan.
• Request weekly update reminders and content suggestions.
• Use AI to generate posts, offers, and updates tailored to your audience.

Unexpected benefit:

• Reviewing your Google Business Profile often sparks ideas for website improvements.
• Features that work well on your profile can inspire similar additions to your website.

🎯 Key Takeaways for Website Managers and Business Owners (with timestamps)

00:18 – Welcome to Episode 50: A landmark celebration

01:14 – Celebrating the WebProud book anniversary and ChatGPT's third birthday

02:38 – You Ask, We Answer: The AI website builder dilemma

04:25 – The importance of due diligence and comprehensive briefs

06:04 – Pace vs. reflection: Don't let AI rush you into poor decisions

08:44 – Using AI to generate your own vendor question list

09:37 – Website Stories: Looking back at the WebProud journey

10:27 – From COVID webinars to bestselling book

11:59 – Finding the right style and format for WebProud

12:32 – The five executive briefings at the heart of the book

13:25 – Interactive features: Idea catchers and the Kindle version

15:04 – Celebrating 50 episodes: 100 tools and 100 call-to-actions

17:08 – Thank you to everyone who made WebProud a bestseller

18:26 – Jonny's pick: LandingSite.ai for rapid landing page creation

20:02 – Pascal's pick: EZGif.com for creating and editing GIFs

22:37 – The Website Call to Action #99: Add clear opening hours to your website

24:22 – The Website Call to Action #100: Audit your Google Business Profile

25:42 – Using AI to create a quarterly action plan for profile updates

27:00 – Celebrating small victories and marking milestones

28:05 – Wrapping up Episode 50 with gratitude

28:44 – Where to find more information and book discovery calls

🔎 SEO Keywords & Tags:

Primary Keywords:

AI website builders, website ownership rights, Google Business Profile optimisation, landing page creation tools, AI-generated websites, WebProud, feeling proud of website, 90-day website strategy, GIF marketing tools, landing page optimisation

Secondary Keywords:

website due diligence checklist, Google Maps SEO, interactive Kindle publishing, website mastery programme, website call to action strategies, visual content marketing tools, AI quarterly planning, micro-content repurposing, WordPress alternatives

--

👉 Subscribe to the 90-Day Website Mastery Podcast for more expert insights on SEO, content marketing, and website growth.

👉 Leave us a review — your feedback helps others discover the show!

👉 Book a discovery call: 90daymarketingmastery.com

👉 check our book "WebProud" on Amazon for more website mastery strategies

👉 Connect with us on LinkedIn:

• 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.

In this timely episode of the 90-Day Website Mastery Podcast, Jonny Ross and Pascal Fintoni deliver the ultimate guide to conducting a meaningful annual website review as we approach the end of 2025.

This isn't about ticking boxes, it's about aligning your website with your business vision, reigniting your passion for blogging, and making strategic adjustments that will set you up for success in 2026.

The episode recaps on practical frameworks for structuring your review meeting, identifies what to prioritise versus what can wait, and introduces a powerful mindset shift: one blog for search, one for the soul.

Jonny and Pascal also react to Louis Evans' compelling article "The Time Is Ripe to Reboot Blogs," discussing how to move beyond keyword-dumping and bland marketing content toward authentic, valuable insight hubs.

Plus, discover two game-changing tools: Durable.co for rapid website prototyping and Google's NotebookLM for AI-powered content strategy. And learn the immediate actions you can take to improve social sharing and prepare your "Best of 2025" content.

If you're a business owner, marketing leader, or website manager looking to feel proud of your website again, this episode is your roadmap.

❓ How Do I Structure a Simple Annual Website Review?

Performance Analysis:

• Review Google Analytics to identify what content is working and what isn't.
• Analyse user behaviour, traffic sources, and conversion patterns.
• Identify your best-performing pages and understand why they succeed.

Technical Health Check:

• Ensure your website works seamlessly across all devices (mobile, tablet, desktop).
• Test page loading speed and implement improvements.
• Check for broken links, 404 errors, and security vulnerabilities.
• Verify backup systems are in place.

SEO Audit:

• Review internal linking structure—are you linking to your best content?
• Ensure target keywords appear on key pages (especially your homepage).
• Update outdated blog posts with fresh information.
• Check for technical SEO issues using tools like Google Search Console.

User Experience & Design:

• Assess whether your website reflects your brand personality.
• Evaluate navigation, readability, and visual appeal.
• Consider how visitors feel when they land on your site—not just what they see.

Conversion Optimisation:

• Review calls-to-action (CTAs): Are they clear, compelling, and properly placed?
• Test button placements and messaging.
• Ensure visitors are guided toward meaningful actions.

Compliance & Accessibility:

• Verify privacy policies, cookie policies, and GDPR compliance.
• Check accessibility standards to ensure inclusivity.
• Review terms and conditions if applicable.

Align with Future Vision:

• Before diving into fixes, capture your business vision and ambitions for 2026.
• Ensure your website review addresses future goals, not just current repairs.
• Think like an athlete: review past performance while preparing for upcoming challenges.

Create a Prioritised Roadmap:

• Identify quick wins versus longer-term projects.
• Focus on changes with the biggest impact and smallest effort first.
• Break improvements into bite-sized tasks: tomorrow, next week, next month, Q2, Q3.
• Choose the right timing—if Q4 is too busy, schedule your review for Q2 instead.

❓ How Do I Reboot My Blog for 2026?

Move Beyond Keyword Dumping:

• Stop treating your blog as a keyword dumping ground.
• Avoid creating content solely to rank for specific terms without genuine value.
• Return to the original purpose of blogging: sharing passion, expertise, and helpful resources.

Embrace Authentic, Long-Form Content:

• Prioritise depth over frequency—quality always beats quantity.
• Share real stories, behind-the-scenes insights, and founder perspectives.
• Let your personality and expertise shine through every post.
• Remember: "One for search, one for the soul"—balance SEO-driven content with passionate, authentic pieces.

Consider Rebranding Your Blog Section:

• Explore terms like "Insight Hub," "Knowledge Centr," or "Resource Library."
• While "blog" still resonates with some audiences, strategic rebranding can elevate perceived value.
• Position your blog as the best industry resource, think digital magazine quality.

Focus on E-E-A-T Principles:

• Experience: Share lived experiences and real-world applications.
• Expertise: Demonstrate deep knowledge and authority in your field.
• Authoritativeness: Build credibility through consistent, high-quality content.
• Trustworthiness: Be honest, helpful, and transparent in all communications.

Enhance Visual Appeal and Layout:

• Format blog posts like magazine articles with shorter paragraphs, bullet points, and quality imagery.
• Embed diverse media: podcasts, videos, audio snippets, interactive tools, infographics.
• Create visual interest to keep readers engaged.
• Think about first impressions—layout matters for storytelling.

Tell Meaningful Stories:

• Share the passion and people behind your business.
• Move beyond generic marketing speak to genuine connection.
• Allow readers to understand not just what you do, but why you do it.

Stop Second-Guessing SEO Constantly:

• While SEO matters, don't let it stifle creativity and authenticity.
• Write for humans first, search engines second.
• Genuine value and helpfulness will naturally improve search performance.

❓ What Website Tools Should I Be Using Right Now?

Durable.co (Jonny's Pick):

• AI-powered website builder that creates complete websites in seconds.
• Perfect for rapid prototyping, inspiration, and testing ideas.
• Generates instant visuals including layout, colors, imagery, and content suggestions.
• Ideal for brainstorming website redesigns or exploring new brand directions.
• Use it to create "teaser" visions that motivate your team and guide your goals.
• Available on free tier for testing and exploration.

NotebookLM by Google (Pascal's Pick):

• Free AI assistant that continues to improve monthly.
• Upload links to videos, podcasts, or articles for instant analysis and insights.
• New "Reports" feature analyses your website and recommends content types based on themes.
• Create audio overviews, mind maps, and detailed summaries of your content.
• Perfect for brainstorming blog series, content strategy, and website reviews.
• Use it to prepare for client meetings or generate fresh content ideas.
• Pascal and Jonny are considering a dedicated NotebookLM training course, let them know if you're interested!

❓ What Immediate Website Changes Should I Make Now?

Jonny's Call to Action: Enable Social Sharing Buttons

• Bring back strategic social sharing buttons on key blog posts and pages.
• Be selective—add them to your best, most valuable content only.
• Choose the right platforms for your audience (LinkedIn, Twitter/X, Facebook, etc.).
• Make it easy for engaged readers to promote your content.
• Avoid button overload—quality over quantity.

Pascal's Call to Action: Prepare Your "Best of 2025" Content Now

• Start planning your year-end roundup content before the holiday rush.
• Decide on the format: long-form article, ebook, video series, or social media campaign.
• Create a system or workflow (use AI tools like NotebookLM) to shortlist your best:
• Blog articles, LinkedIn posts, Guest appearances, Social media highlights, Client success stories
• Don't leave it as a rushed, last-minute job. Plan the structure and process now.
• Position this content as a valuable resource, not just a retrospective.

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

01:55 – You Ask, We Answer: How would you structure a simple annual website review?

02:35 – Jonny's framework: Performance, technical, SEO, user experience, conversion, and compliance

04:53 – Pascal's approach: Think like an athlete: review past performance, plan for future goals

06:55 – Breaking down the review into quick wins and a prioritised roadmap

08:33 – Website Stories: "The Time Is Ripe to Reboot Blogs" by Louis Evans

11:54 – Jonny's perspective: Blogs have lost their spark—time to reconnect with audiences

12:23 – Rebranding blogs as "Insight Hubs" or "Knowledge Centres"

16:32 – "One for search, one for the soul": Pascal's blogging philosophy

18:00 – Website Engine Room: Jonny's pick—Durable.co for rapid website prototyping

20:14 – Pascal's pick: NotebookLM by Google and its new "Reports" feature

24:44 – Website Call to Action - Jonny's advice: Enable social sharing buttons on key content

25:36 – Pascal's Call to Action: Prepare your "Best of 2025" roundup content now

🔎 SEO Keywords & Tags:

Primary Keywords:

annual website review, website audit checklist, blog content strategy 2026, reboot blog strategy, website performance analysis, E-E-A-T principles blogging, authentic blog content, long-form content strategy, website review framework, quarterly website assessment

Secondary Keywords:

website technical health check, SEO audit process, conversion rate optimization, user experience evaluation, blog rebranding strategies, insight hub vs blog, knowledge center content, content quality over quantity, social sharing buttons optimization, year-end content planning

Long-Tail Keywords:

how to structure annual website review meeting, moving beyond keyword dumping blogs, one for search one for soul blogging, best of 2025 content roundup planning, magazine-style blog layout design, embedding multimedia in blog posts, strategic social sharing button placement

--

👉 Subscribe to the 90-Day Website Mastery Podcast for more expert insights on SEO, content marketing, and website growth.

👉 Leave us a review — your feedback helps others discover the show!

👉 Book a discovery call: 90daymarketingmastery.com

👉 check our book "WebProud" on Amazon for more website mastery strategies

👉 Connect with us on LinkedIn:

• 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.

In this thought-provoking episode of the 90-Day Website Mastery Podcast, Jonny Ross and Pascal Fintoni challenge a question that many business owners are quietly asking:

"Why bother with a website when LinkedIn is doing the job?"

Sparked by a real workshop encounter, the discussion explores why owning your digital real estate matters more than ever, even when social platforms seem to be delivering results.

It's all about credibility, control, visibility beyond walled gardens, and future-proofing your business in an unpredictable digital landscape.

Jonny and Pascal also tackle the intriguing rise of AI-generated podcasts, asking whether we'd actually listen to content created entirely by artificial intelligence, and what this means for content creators and website owners.

Plus, discover powerful design tools from Microsoft and beyond, and learn the specific website adjustments you should implement this week to enhance user experience and search visibility.

If you're a business owner, marketing leader, or anyone responsible for building lasting brand authority online,this episode is essential listening.

❓ Why Do I Need a Website If My LinkedIn Profile Is Working Well?

LinkedIn is a powerful platform, but you don't own or control it, algorithms can change overnight.

A website gives you complete control over your brand narrative, look, feel, and messaging.

Your brand isn't just a logo and font, it's a feeling. A website delivers that emotional connection far better than a uniform social profile.

• Visibility beyond LinkedIn: Only a fraction of your potential audience is active on LinkedIn.
• Websites enable scalability and lead generation through case studies, testimonials, and strategic content.
• Future-proofing: Digital platforms shift constantly. Owning your website protects you from platform dependency.
• LinkedIn content has limited shelf life—website content remains accessible and discoverable for years.
• A website allows you to play the Google game (and the AI discovery game), increasing long-term visibility.

❓ Would I Actually Listen to a Podcast Generated Entirely by AI?

Based on the Adweek article "AI Is Disrupting Everything. Why Not Podcasting?" by Mark Stenberg:

AI podcasts are already here: Startups are creating thousands of episodes for under £1 per episode.

Both hosts agree: Yes, they would listen to AI podcasts, but only if the content provides value.

• Jonny regularly uses Notebook LM to transform research and strategies into engaging podcast-style audio.
• Pascal uses Microsoft Copilot to generate custom six-minute podcasts on specific topics for his commute.
• Two types of listeners exist: Those who want content (where AI excels) and those who want connection (where humans win).
• AI suits "disposable" content: News roundups, weather, sports, business updates, and educational summaries.
• Humans excel at storytelling and connection: Interviews, emotional narratives, and authentic conversations.
• Hybrid approach recommended: Use AI for functional content, human creativity for connection-driven material.
• Website application: Consider using AI to create audio roundups of your written content, clearly labelled as AI-generated.

❓ What Design Tools Can Help Me Create Professional Visuals Quickly?

MS Designer (Jonny's pick):

Microsoft's AI-powered graphic design platform at designer.microsoft.com

• Perfect for businesses already in the Microsoft ecosystem.
• Seamless integration with Office tools and workflows.
• Extensive template library with embedded AI assistance.
• Ideal for creating website graphics, social media posts, and marketing materials efficiently.

Night Café Studio (Pascal's pick):

A creative, artistic AI image generation platform at creator.nightcafe.studio

• Distinctly different from Canva—focuses on artistic, striking visuals.
• Perfect for creating eye-catching e-book covers, article headers, and social media graphics.
• Gamified community features: Gift creations to earn points and unlock advanced features
• Excellent for achieving that "wow factor" first impression in your content.

❓ What Immediate Website Changes Will Improve Performance This Week?

Jonny's Call to Action:

Install a Heatmap Tool to understand exactly how users interact with your site.

• Tools to consider: Hotjar, Microsoft Clarity (free), or Crazy Egg.
• Track where users scroll, click, hover, and spend time.
• Identify usability issues and content placement problems.
• Use video recordings of user sessions to spot where visitors get lost or confused.
• Make data-driven decisions about layout, button placement, and content hierarchy.

Pascal's Call to Action:

Refresh and diversify your content sources for news roundups and thought leadership articles.

• AI summaries favour a more eclectic range of sources than traditional Google search results.
• Break out of your echo chamber—discover new perspectives and authoritative voices.
• Update your reference spreadsheet with fresh, diverse sources of trends and insights.
• This improves your chances of being cited in AI-generated summaries and search overviews.
• Better source diversity strengthens your content's credibility and reach.

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

01:47 – You Ask, We Answer: "I don't have a website, LinkedIn works fine for me"

02:54 – Jonny's response: Five reasons you still need a website

05:09 – Pascal's approach: Longevity and control of your content

06:27 – Playing the Google game beyond LinkedIn's limits

07:00 – Website Stories: AI-generated podcasts disrupting the industry

09:02 – Would you listen to an AI podcast? Jonny's perspective

10:41 – Pascal's experience with Copilot and custom podcast creation

12:07 – Content vs. connection: Two types of podcast listeners

14:04 – Repurposing content and AI voice assistants

16:06 – Website Engine Room: MS Designer for Microsoft users

17:00 – Pascal's pick: Night Café Studio for artistic, striking visuals

19:31 – Website Call To Action: Install heatmap tools to understand user behaviour

20:42 – Pascal's call to action: Diversify your content sources

22:14 – Breaking out of echo chambers for better AI summary inclusion

🔎 SEO Keywords & Tags:

website vs LinkedIn profile, AI-generated podcasts, podcast automation tools, Notebook LM for content, Microsoft Copilot podcasts, heatmap tools for websites, user behaviour tracking, Microsoft Clarity free tool, Hotjar website analytics, MS Designer Microsoft, Night Café Studio AI art, diversifying content sources, Google AI summaries optimisation, website heat mapping

--

👉 Subscribe to the 90-Day Website Mastery Podcast for more expert insights on SEO, content marketing, and website growth.

👉 Leave us a review — your feedback helps others discover the show!

👉 Book a discovery call: 90daymarketingmastery.com

👉 check our book "WebProud" on Amazon for more website mastery strategies

👉 Connect with us on LinkedIn:

• 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.

In this episode of the 90-Day Website Mastery Podcast, Jonny Ross and Pascal Fintoni tackle a crucial question for website managers: Should you upload videos directly to your website or embed them from platforms like YouTube and Vimeo?

The discussion delves into the strategic considerations behind video hosting decisions, performance implications, and how to maximise both user experience and discoverability. Pascal and Jonny break down when to use native uploads versus embeds, and explain the distinct advantages of YouTube for reach versus Vimeo for polish and control.

The episode also reflects on Jason Hellerman's five-part YouTube storytelling framework from No Film School, revealing how to structure videos that hook viewers immediately and keep them engaged through to the final reflection. This proven structure works for B2B, B2C, and social content alike.

Finally, Jonny and Pascal introduce two powerful AI tools: one for generating complete website prototypes in seconds, and another for creating professional-grade product imagery, plus actionable website optimisations you can implement today.

If you manage a website, create video content, or want to improve your site's performance and engagement—this episode delivers immediately applicable strategies.

🎥 Should I Upload Videos Directly to My Website or Embed Them?

The answer depends on your strategic goals and the type of video content you're creating.

Upload directly to your website when:

• You need seamless integration (hero videos, contact page messages, product demonstrations)
• You want complete control over branding and user experience
• The video is bespoke to that specific page
• Critical: Optimize video files rigorously to maintain site speed

Embed YouTube videos when:

• You're building a YouTube channel and want to increase visibility
• You want videos to be easily shareable across platforms
• You're creating social-style content that benefits from wider distribution
• The more places a YouTube video appears in relevant contexts, the better for SEO
• Watch out for: Limited branding control, potential ads, and suggested videos from competitors
• Pro tip: Add ?rel=0 to the end of YouTube embed URLs to show only videos from your channel

Embed Vimeo videos when:

• You need polished, professional presentation for service pages or case studies
• You want full control over branding without ads or distractions
• You're creating promotional content or training materials
• You need granular control over download and sharing permissions
• Note: Vimeo requires a paid subscription based on upload volume

Cookie compliance matters: Remember that embedded videos trigger third-party cookies—ensure your privacy policy covers this for GDPR compliance.

🎬 How Do I Structure Videos to Hook Viewers and Keep Them Engaged?

Based on Jason Hellerman's framework from No Film School, here's the five-part structure for compelling YouTube content:

Part 1: The Hook (15-20 seconds)

• Present the big goal or problem you're addressing
• Answer the "what"—what will you explore, solve, or understand?
• Use pattern interrupts: bold statements, surprising stats, or quick visuals
• Speak directly to your ideal client using "you" and "your"
• Build curiosity with strategic word choices
• Include social proof early if possible (e.g., "tested across X clients")

Part 2: The Context (up to 1 minute)

• This is surprisingly the most important section
• Shift from "what" to "why"—why does this matter to you and your audience?
• Explain the significance and relevance of your topic
• Establish credibility and set expectations

Part 3: The Rising Action

• Document the journey truthfully—both successes and struggles
• Show internal and external challenges
• Make it relatable by demonstrating you don't have all the answers immediately
• This is where most people start thinking, but it should come third

Part 4: The Climax/Resolution

• Deliver what viewers have been waiting for
• Show the transformation—what changed, what you learned, what you achieved
• Answer whether you succeeded in solving the problem

Part 5: The Reflection

• Summarise key learnings
• For YouTube specifically: Share only ONE key takeaway or lesson
• Avoid the temptation to share multiple lessons
• Create a satisfying close (the "riding off into the sunset" moment)

Additional tips:

• You don't have to write sections in order—start with the journey (Part 3), then extract the hook and context
• If you're not ready for video, use this structure for written articles first
• "If you can write it, you can film it"

🛠️ What AI Tools Can Transform My Website Creation and Visual Content?

Deep Site by HuggingFace (Jonny's pick):

• AI-powered website generator that creates complete sites from text prompts
• Produces homepage code, content, images, and design in seconds
• Uses DeepSeek AI model (can be changed to other models)

Best use cases:

• Rapid prototyping and idea generation
• Starting point for client discussions
• Exploring design concepts quickly
• Overcoming blank page paralysis
• Access at: huggingface.co/spaces/enzostvs/deepsite

Google Gemini Nano Banana Image Generator (Pascal's pick):

• Google's latest iteration of AI image generation
• Significantly improved quality and blending capabilities

Key features:

• Generate images from text descriptions
• Upload your own product/service images as inspiration
• Merge multiple separate images into seamless compositions
• Create variations and new versions of existing photos
• Animate generated images for teaser content

Strategic value:

• Upskill yourself as an image creator
• Enhance product and service visual storytelling
• Create custom images without expensive photoshoots

Critical skill: Master briefing and prompt writing for image generation

• The battleground is shifting from text-based AI to image and video generation

⚡ What Website Changes Should I Make Right Now?

Jonny's Call to Action: Optimize Core Web Vitals

Check your performance using two methods:

• Google PageSpeed Insights (test your homepage)
• Google Search Console (check Core Web Vitals tab after signing up)

What Core Web Vitals measure:

• Site speed and loading performance
• Mobile responsiveness
• Visual stability (content doesn't shift as it loads)

Why this matters: Google and other search engines will rank competitors higher if you're not passing Core Web Vitals

• Failing these benchmarks significantly reduces visibility regardless of content quality

Action: Identify problems, fix them, ensure your site is fast, responsive, and stable

Pascal's Call to Action: Audit Your Marketing Tools for Hidden AI Features

The opportunity: Most software you already pay for has added AI assistants—but they don't announce them prominently

• What to do:
• List ALL your digital marketing apps and software (including free ones)
• Investigate each one for new AI features (look for new icons or menu items)
• Contact customer service for paid platforms and request an AI feature demo
• Ask for a full platform tour—you may be missing other valuable features

Time savings: Could reclaim 15 minutes to several hours per month

Mindset shift: Be curious about your existing tools rather than always seeking new ones, and of course, reinvest saved time into running your website more successfully!

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

00:49 – Introduction and approaching episode 50!

02:13 – You Ask, We Answer: Should I upload videos directly or embed them?

03:49 – When to upload videos natively to your website

04:50 – The benefits of embedding YouTube videos for channel growth

05:18 – Using Vimeo for polished, professional video presentation

06:15 – Cookie compliance considerations for embedded videos

07:38 – Managing YouTube's related video recommendations

09:16 – Website Stories: How YouTube creators hook audiences immediately

10:14 – Part 1: The Hook – presenting the problem in 15-20 seconds

11:39 – Part 2: The Context – explaining the 'why' behind your story

12:34 – Part 3: The Rising Action – documenting the journey truthfully

12:59 – Part 4: The Climax – revealing the transformation

13:26 – Part 5: The Reflection – sharing one key takeaway

14:38 – Pattern interrupts and speaking directly to your ideal client

16:54 – Writing the structure before filming your video

18:26 – The Website Engine Room: Deep Site AI website generator

21:12 – Google Gemini Nano Banana for AI image generation

24:31 – Mastering briefing skills for AI image creation

25:07 – Website Call to Action: Optimise for Core Web Vitals

26:03 – Checking Core Web Vitals in Google Search Console

26:32 – Pascal's tip: Audit your marketing tools for hidden AI features

28:25 – Reclaiming time by discovering AI assistants in existing software

29:22 – Episode wrap-up and rdon't forget to leave reviews

🔎 SEO Keywords & Tags:

video embedding best practices, YouTube vs Vimeo comparison, Core Web Vitals optimisation, website video optimisation, Google PageSpeed Insights, Google Gemini image generator, YouTube storytelling framework, Google Search Console tutorial, video content strategy, website speed optimisation, AI marketing tools audit

--

👉 Subscribe to the 90-Day Website Mastery Podcast for more expert insights on SEO, content marketing, and website growth.

👉 Leave us a review — your feedback helps others discover the show!

👉 Book a discovery call: 90daymarketingmastery.com

👉 check our book "WebProud" on Amazon for more website mastery strategies

👉 Connect with us on LinkedIn:

• 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.

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

--

👉 Subscribe to the 90-Day Website Mastery Podcast for more expert insights on SEO, content marketing, and website growth.

👉 Leave us a review — your feedback helps others discover the show!

👉 Book a discovery call: 90daymarketingmastery.com

👉 check our book "WebProud" on Amazon for more website mastery strategies

👉 Connect with us on LinkedIn:

• 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.

Welcome to this urgent and timely update. With the rise of AI-powered search engines like Google's AI Overviews, ChatGPT, and Perplexity, traditional SEO practices are no longer sufficient.

In this special episode, Jonny Ross and Pascal Fintoni provide 20 actionable strategies to help your brand stay visible, relevant, and competitive in the AI summaries era.

Key Context: The AI Search Revolution

The search landscape has fundamentally shifted:

• November 2022: ChatGPT launched
• May 2024: Google AI Overviews became visible on SERPs, causing click-through rates to drop by 34%
• May 2025: Google launched AI Mode fully for the USA
• Current State: Zero-click searches have risen from 56% (May 2024) to 69% (May 2025)

Traditional search queries averaged 2 words in 2020, but now average 23 words in 2025. Search is evolving from simple keywords to complex, conversational prompts.

00:10:30 - Part 1: GEO & The New Rules of Visibility (Actions 1-6)Johnny's Essential Actions:

1. Prepare for AI Crawlers - Create an experimental llms.txt file to signpost your best content to AI search engines
2. Track AI Citations, Not Just Traffic - Monitor brand mentions across ChatGPT, Perplexity, and Google SGE using tools like Rightsonic
3. Adopt GEO Thinking - Understand Generative Engine Optimisation as an expansion of SEO, focusing on AI models as new browsers

Pascal's Essential Actions:

1. Add TL;DR or Key Takeaways Sections - Create scannable summary boxes at the start of your content, similar to news websites
2. Write 'AI-Quotable' Content - Break content into self-contained paragraphs that can be extracted independently
3. Publish Content Authored by You - Maintain consistent voice and authority, as AI summaries deprioritise purely AI-generated content

00:17:15 - Part 2: Onsite Optimisation for AI Summaries (Actions 7-12)Johnny's Technical Optimisations:

1. Use Structured Data (Schema Markup) - Implement FAQ, How-To, and Organisation schemas with enhanced properties like "Same As," "Known For," and "Area Served"
2. Update Metadata with AI-First Formatting - Include location terms (UK-wide, nationwide) in headings and bold key phrases
3. Ensure Semantic Structure & Speed - Optimise for AI crawlers with fast loading times, proper HTML structure, and ensure AI bots aren't blocked by Cloudflare

Pascal's Content Strategies:

1. Write With AI Follow-ups in Mind - Use "People Also Ask" suggestions to create supplementary content that follows AI conversation patterns
2. Rethink Your 'About Us' Section - Transform it into a Q&A format as if being interviewed by a journalist, including location-specific information
3. Create Evergreen Authority Clusters - Organise content into thematic hubs with strong internal linking between related pages

00:26:23 - Part 3: Offsite Authority & Strategic Adaptation (Actions 13-18)Johnny's Reputation Building:

1. Monitor Brand Mentions Across the Web - Track citations using tools like Brand24, SEMrush, or Mention, focusing on partnerships rather than just backlinks
2. Engage in AI-Indexed Communities - Participate on Reddit, Quora, and YouTube, as these platforms provide significant citations to AI engines (Reddit accounts for 21% of Google AI citations, 47% of Perplexity citations)
3. Adapt to the Visitorless Web - Reduce dependence on website visitors and rethink your website's role in the customer journey

Pascal's Trust Network Strategy:

1. Complete the 'Business Investigation' Activity - Map your customers' current trust network and identify platforms they already use for information
2. Create and Offer Quora-Style Q&A Content - Develop Reddit/Quora-style answer content to gift to relevant platform managers and editors
3. Encourage User-Generated Reviews - Enhance Google Business Profile and sector-specific directories like Trustpilot, Checkatrade

00:35:26 - Bonus Actions (19-20)Johnny's Citation Hub Strategy:

19. Build an Internal "Citation Hub" Page - Create comprehensive landing pages consolidating authoritative content, statistics, awards, press mentions, and original insights with strong internal linking

Pascal's Multimedia Approach:

20. Turn Every Article into Short-Form Video or Audio - Repurpose long-form content into 60-second video or audio summaries to provide multimedia options for searchers

Key Statistics Mentioned

• Organic traffic dropping by up to 65% on some websites due to AI search changes
• Reddit is the second most cited source by ChatGPT after Wikipedia
• 47% of Perplexity citations come from Reddit
• AI traffic converts three times better than traditional Google traffic
• Two-thirds of people now get answers from Google without clicking through to websites

Actionable Takeaways

The shift to AI search requires expanding rather than replacing traditional SEO practices. Focus on:

• Being mentioned and cited, not just clicked
• Creating comprehensive, quotable content clusters
• Building authority through diverse platform engagement
• Preparing for a future where websites serve different purposes in the customer journey

Next Steps

1. Download the complete 20-action checklist https://90daymarketingmastery.com/ai-geo-generative-engine-optimisation-checklist/
2. Start with the essential actions that align with your current SEO foundation
3. Gradually implement onsite and offsite optimisations
4. Monitor AI citations alongside traditional metrics
5. Adapt your success measurements for the AI era

🔎 SEO Keywords & Tags:

AI summaries SEO, generative engine optimisation (GEO), answer engine optimisation (AEO), Google AI overviews, zero-click search strategies, LLMS.txt file setup, structured data schema SEO, long-form content SEO, TL;DR content boxes, Q&A blog format, author authority signals, brand mentions monitoring, Reddit SEO strategy, Google Business Profile SEO, AI citation hubs

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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.

In this episode of the 90-Day Website Mastery Podcast, Jonny Ross and Pascal Fintoni return after a break to tackle three game-changing topics that every website owner needs to understand: the true power of storytelling on websites, key insights from London Tech Week 2025, and the essential AI tools that are transforming how we manage and create website content.

The episode explores how storytelling isn't just marketing fluff. it's a fundamental communication tool that can transform your website from a static brochure into an engaging journey that makes your visitors the hero of their own story.

Jonny shares exclusive insights from London Tech Week, revealing why AI adoption has moved from optional to essential, how sustainability has become a major selling point, and why enterprise-level AI rollouts signal that smaller businesses must act now or risk being left behind.

Finally, the hosts recommend cutting-edge tools including Google's enhanced NotebookLM and Opus Pro video editing, plus two website adjustments that can future-proof your site for the AI-driven web.

If you manage a website, create content, or want to stay ahead of the digital curve, this episode delivers practical strategies you can implement immediately.

❓What Does Storytelling Really Mean for My Website?

The StoryBrand Framework (Donald Miller's 7-Step Process):

• Your visitor is the hero, not your business—speak directly to their needs, frustrations, and goals
• Identify their problem—name the pain point early (slow supplier, clunky platform, overwhelm)
• Position yourself as the guide—you understand their challenge and have a proven solution
• Provide a clear plan and call to action—simple steps, not complex dropdown menus
• Show the transformation—help them visualise life after working with you (faster sales, better confidence, more leads)

Practical Implementation:

• Replace "We offer secure hosting" with "Sleep better knowing your website is always up"
• Structure content around customer outcomes, not company features
• Include real customer stories and testimonials throughout your site
• Create emotional threads that guide visitors through a clear journey

Pascal's Two-Part Storytelling Framework:

• Story: The structure of what you've observed, why it's happening, and what people are trying to achieve
• Telling: The format you choose—words, images, videos, sounds—to deliver that narrative
• Focus on relatable anecdotes and case studies that supplement facts with human connection

❓What Are the Key Takeaways from London Tech Week 2025?

Jonny's Five Major Insights:

1. AI Integration is Non-Negotiable

• AI was mentioned in every conversation—it's no longer a bolt-on feature
• Must be embedded across the entire business, not just marketing
• Applications: content drafting, customer support chatbots, real-time analytics summaries

2. Sustainability Sells

• Green tech and climate-focused startups had dedicated stages with packed audiences
• Investors are actively seeking businesses with sustainability stories
• Showcase local sourcing, carbon offsetting, renewable energy usage

3. AI Fluency is the New Basic Skill

• Job requirements now include AI competency alongside Excel and Word
• Teams need employees who can write prompts, experiment with tools, and embrace curiosity
• From admin teams cleaning spreadsheets to sales reps polishing proposals

4. Partnerships Fuel Growth

• Businesses serving similar audiences should collaborate actively
• Beyond referrals: share content, cross-promote, create joint offerings
• Examples: mortgage brokers with estate agents, wedding photographers with florists

5. Enterprise AI Adoption Signals Urgency

• Barclays rolling out AI tools to 100,000 employees—not a pilot, full transformation
• Small and medium businesses can move faster than enterprise
• Opportunity to test, learn, and implement while larger competitors are still planning

❓What AI-Powered Tools Should I Be Using Right Now?

Opus Pro (Jonny's Pick)

• AI-based video editing for professional content creation
• Transform 10-20 minute videos into multiple short-form pieces for social media
• Automatic branding, subtitles, and cinematic quality output
• Desktop web application with streamlined workflow

NotebookLM by Google (Pascal's Pick)

• AI-powered research and thinking partner with regular updates
• New Features: Enhanced audio summaries, improved FAQs, mind map visualisation
• Practical Applications:
• Upload website URL and business documentation for comprehensive analysis
• Generate mind maps to visualise website structure and identify gaps
• Create multiple audio summaries with different perspectives (impressed visitor vs critical visitor)
• Direct conversation style with customisable podcast host briefs
• Multi-language audio summaries for exporters
• Translate expert advice into actionable plans

Implementation Strategy:

• Copy and paste your website address into NotebookLM
• Upload business documents for context
• Use mind map feature to visualise content structure
• Create targeted audio summaries for different scenarios
• Leverage FAQ generation for better customer service

❓What Website Changes Should I Make Right Now?

Jonny's Call to Action: Implement LLMS.txt File

• New experimental standard helping AI models understand your website content
• Different from robots.txt or sitemap.xml—specifically designed for AI interactions
• Provides structured content overviews and navigation paths for ChatGPT, Gemini, Perplexity
• Acts as signpost telling AI about key content, page summaries, and important information
• Essential for future-proofing your website's visibility in AI-driven search

Pascal's Call to Action: Remove or Reassess Publication Dates

• Challenge the status quo: Should dates be prominent, hidden, or removed entirely?
• Focus on evergreen content: Remove dates from thought pieces and non-news content
• Content audit: Review articles from 6-18 months ago for refresh opportunities
• Republication strategy: Update and republish valuable content without dates
• AI considerations: Dates can signal outdated content to AI systems

Key Insights and Messages

Storytelling as Strategy: Moving beyond feature lists to create emotional connections that position visitors as heroes of their own transformation journey.

AI Adoption Urgency: Enterprise-level implementation signals that AI fluency is becoming as essential as basic computer skills, with clear competitive advantages for early adopters.

Content Future-Proofing: Preparing websites for AI-driven discovery through structured data, evergreen content strategies, and enhanced user experiences.

Partnership Opportunities: Collaborative growth strategies that extend beyond traditional referrals to create shared value and expanded reach.

Practical Implementation: Every recommendation comes with specific, actionable steps that website managers can implement immediately without major overhauls.

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

02:07 – You Ask, We Answer: What does storytelling really mean for websites?

03:12 – The StoryBrand framework: Seven steps to website storytelling

05:11 – Making visitors the hero, not your business

06:07 – Pascal's storytelling breakdown: Story structure vs telling format

08:33 – Moving from stating facts to relatable anecdotes

09:35 – Website Stories: Jonny's experience at London Tech Week

11:13 – AI everywhere: No longer a bolt-on, now integral to business

12:44 – Sustainability sells: Green tech takes centre stage

13:41 – AI fluency as essential as Excel and Word skills

14:39 – Partnerships fuel growth: Finding complementary businesses

15:42 – Enterprise AI adoption: Barclays' 100,000 employee rollout

20:01 – Website Engine Room: Opus Pro video editing tool

21:56 – NotebookLM by Google: Enhanced features and mind mapping

23:22 – Audio summaries with different perspectives and languages

25:25 – Website Call to Action: Implementing LLMS.txt files

27:05 – Pascal's recommendation: Removing publication dates from evergreen content

28:35 – Final reflections: Storytelling, AI adoption, and sustainability themes

🔎 SEO Keywords & Tags:

Website storytelling strategies, StoryBrand framework implementation, London Tech Week insights, sustainability marketing, AI fluency skills, NotebookLM tutorial, LLMS.txt implementation, evergreen content optimisation, website user experience, content marketing automation, digital transformation strategies, website future-proofing, AI website optimisation

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👉 Subscribe to the 90-Day Website Mastery Podcast for more expert insights on SEO, content marketing, and website growth.

👉 Leave us a review — your feedback helps others discover the show!

👉 Book a discovery call: 90daymarketingmastery.com

👉 check our book "WebProud" on Amazon for more website mastery strategies

👉 Connect with us on LinkedIn:

• 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.

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.

--

👉 Subscribe to the 90-Day Website Mastery Podcast for more expert insights on SEO, content marketing, and website growth.

👉 Leave us a review — your feedback helps others discover the show!

👉 Book a discovery call: 90daymarketingmastery.com

👉 check our book "WebProud" on Amazon for more website mastery strategies

👉 Connect with us on LinkedIn:

• 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.