SiteWizard On AI – Web Design & Content

The introduction of AI into our everyday working lives is one of the largest changes we’ve seen to the industry in living memory. Some see this as the loss of jobs all over the world where big companies will choose this tech over employing staff (not unlike the Industrial revolution) and other such big changes history has shown us. You have the complete opposite who only see the introduction of AI as a good thing, where we only have the chance to become more efficient with no down sides where the phrase “you just have to adapt” will be used. Finally, you have the middle viewpoint where you will often hear the phrase “Ai is not coming for your job but people who understand Ai are”. Whilst this sounds like overly dramatic advert you would see advertising an online course, there is truth to it. People need to understand how AI can help them in their daily roles and implement it accordingly. This is why I subscribe to that third and final viewpoint, which I’m going to explain more throughout this article – with the spotlight on your website and its content.

My name is Matt and I’m one of the Directors over at SiteWizard. SiteWizard have been helping businesses succeed online for the last 29 years whether it be through web design, SEO, Google Ads or Social Media Management. I’ve had the absolute pleasure of working in this industry since 2005 and as you would expect, there’s been a myriad of changes in that time that businesses have had to adapt to. I’m going to try and explain, as concisely as possible, the elements you should be looking at to shape the success of your website. Plus, how you can utilise AI to do them with a focus around your website itself and its content.

Web design 

The increase in quality of AI platforms building both websites and images to be used on web sites or social media has been incredible. But personally, I still believe the quality has some way to go before it can beat that of an actual designer. Plus, AI platforms such as Google Gemini, ChatGPT and Perplexity are just as creative as the person guiding it. Technology has continually evolved in the 29 years SiteWizard has been trading, which has allowed its designers to create better online experiences. Whilst having the technical know-how of available platforms is important on traditional systems such as Photoshop, InDesign etc, it’s their fundamental creativity that is why they were employed. If you want to give your customers a great online experience, employ someone creative to do it. I’m someone who will have a vision of what I want and could easily convey that on AI platform to help me, but every time I’ve trusted a creative to do their job, they have always gone above and beyond my expectations – beating what I had initially conceived in my head. AI does exactly what is asked of it – without the experience of knowing trends, user experience and what works in practice.

Content 

Getting your content right can be so tough. It always feels like a delicate balance of being as informative as possible (especially when trying to get picked up by Search Engines or AI Engines alike) and not being so informative that they give them too much information. In my experience, it always comes down to hitting the sweet spot, which is somewhere in the middle of giving persuasive, informative content to inform the customer as much as possible but allow its imagery, potential video and call to actions to help convert that visitor into an enquiry. When creating the content, I would always recommend using a content writer but sometimes that’s not possible. Also, many great content writers (including that of our own) will say they will use AI platforms like Google Gemini to help structure their content, which they then make their own. Here is an example of how you can use Google Gemini to help you write content when advertising a piece of used garden machinery like selling a telehandler in Kent for example.

First, I logged into https://gemini.google.com and my first request was “Can you help me write content for a used telehandler I have for sale at my dealership here in Kent?”

In response, it asked me for the following additional information;

1. Make and model (e.g., JCB 535-95, Manitou MLT 630, Merlo P40.13)
2. Year of manufacturer
3. Hours (total operating hours)
4. Maximum Lift Capacity (e.g., 3.5 Tonne, 4.0 tonne)
5. Maximum Lift Height / Reach (e.g., 7 metres, 12 metres)
6. Attachments Included (e.g., Pallet forks, Bucket, Pick-Up Hitch, Muck Grab)
7. Condition / Key Feature: (e.g., Good tyres, New service, LOLER certified, Air Con, Sway control, Agri or Construction spec).
8. Service History: (Full/Partial/Unknown – mention recent work)
9. Price: (e.g., £25,000)
10. Location in Kent: Is it near Maidstone, Sittingbourne, Ashford).

Even without supplying the above details, Google Gemini gave me following template

Once you’ve received the copy from Google Gemini, it’s important to check through it with someone within the business who is knowledgeable about the item in question and make sure you are happy to add it to the website. We’d always recommend editing the content to personalise it as some AI content is obviously AI generated.

If you are running an SEO campaign with a provider (even if it’s not us), please make sure you run the content by them too. It’s important to keep them or us in the loop with any changes that may impact your campaign. If you are running a campaign with SiteWizard, please note that if we are targeting a certain area of your business, we will produce that content within the price of your campaign.

There are so many AI tools out there at the moment that can help you with your online presence and overall day to day tasks of running a website. The above is merely a crumb of the treats out there that can help. If you found the above useful, let us know and we are happy to provide more information on other tools we’ve found and happy to sit down with you to discuss how we can help your overall online presence too as a BAGMA supplier.