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

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

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

❓ Should I Add AI Chatbots to My Website?

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

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

Success Factors:

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

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

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

Major Changes Coming:

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

What This Means for Your Business:

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

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

HeyGen.com (Jonny's Pick):

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

Instagram Edits (Pascal's Pick):

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

❓ What Quick Website Improvements Should I Make Right Now?

Jonny's Call to Action: Test Your 404 Page

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

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

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

💡 Key Insights and Messages:

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

🔎 SEO Keywords & Tags:

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

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👉 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.

Jonny Ross

Hi, welcome. It's episode 44 of the 90 Day Website Mastery Podcast. We are live. We're live on Facebook.

Jonny Ross

We're live on YouTube and of course, LinkedIn. The perfect companion to our 90 Day Website Mastery Program and our recently published book, WebProud. Perhaps you're even joining us on Instagram. We're live there right now.

Jonny Ross

And of course, the podcast where we've recorded this and you're perhaps listening to us afterwards. Thanks for being here. Thanks for joining us. As I said, it's our 44th episode.

Jonny Ross

We're excited to bring you even more valuable insights and practical advice to help you enhance your website's performance. Join us as we explore strategies to make your website work harder for you, reigniting your proud in your online presence. That's what it's all about. Is it not my perfect co-host, Pascal Frantoni?

Pascal Fintoni

Thank you very much. Yes. Episode 44, which is really quite exciting. I did have a quick, you know, sneaky preview at the show notes.

Pascal Fintoni

So, you know, through our four segments, we'd be, you know, adding to our deliberations when it comes to adding tech to the websites or using tech as a content creator. And of course we'd be, Julien, I would give you some advice on what to do, those small adjustments that can make a big difference to your website experience, but also for you as you had a moment to go to feel proud of your website again.

Jonny Ross

We've got a jam-packed episode coming up. We've given it the title, Should You Add AI Chatbots to Your Website? And the Google I-O 2025 recap, and of course, much more. So should we dive in, Pascal?

Jonny Ross

Let's do this. It's You Ask, We Answer.

Pascal Fintoni

Now, this question, Johnny, was interesting. I was at a networking event recently, not far from Durham City Centre, and people always kind of ask me questions, which is lovely. And they've been in a receipt, many of my contacts, in terms of offers and adverts, to have an AI chatbot. So I'm just going to quickly look at the question, because I think the wording is really, really important.

Pascal Fintoni

So do chatbots really work on websites? I'm seeing a lot of adverts for 24-7 AI-powered website guides, but I'm nervous about mishaps and giving customers a bad experience. What say you, Johnny Ross?

Jonny Ross

It's a great question. Should websites have chatbots? I think some people are scared of them as well. And some of the responses you get can be quite robotic and not really on brand and not really answering the question.

Jonny Ross

But I think we are missing a trick of how they can assist, how they can reduce processes, give us more time, be more effective. And the power of chatbots now with how AI has grown over the last even just months, never mind year or two, if you set them up correctly and give them access to some of your knowledge base, to understand really the tone of voice and to sort of give the boundaries of what the AI bot can and can't do and know when to hand over to a real human, And also to have a really clear objective of what part of the customer journey do you want that bot to sort of fulfill. If you take all that into account and you invest in the setup time of the chatbot, then I think that's the solution.

Jonny Ross

So the last thing to do is just sort of find a cheap chatbot or a free chatbot and just add it to the site and turn it on. I mean, that's a recipe for robotic nonsense that's not going to be helpful. But the reality is that customers are expecting quick answers. I mean, you type a 20 page, you can put a 20 page document into any of your favorite AI platforms and say, tell me about this.

Jonny Ross

And in a second, it's Reddit and it's giving you the whole lot. People expect very quick answers so i think for that reason not being available not answering the phone not replying to an email not being there at 2pm or 2am is a big issue actually for your business but secondly it's about investing the time in it to make sure that you're not just giving these standard robotic answers.

Pascal Fintoni

I mean, for me, any form of automation on the website fills me with dread. In fact, if you were to Google my name, I still, there's still somewhere a photo of me at a conference with the caption, automation will make you look like fools because There's not enough examples out there, Jonny, of this working well, even bigger brands. I mean, it's very unfair because, of course, the media will always report on the stories of mishaps and horror and AI chatbots swearing at people and so on, although there are people on purpose trying to break the chatbot. is back to you always saying, what is your motivation here?

Pascal Fintoni

And if your motivation is to provide a better service, a better online experience, then it's a good starting point, as opposed to asking the chatbot to do something you don't like doing. And I think with regard to the sense of overwhelmed, particularly on content-rich website, I can see actually a very kind of finite and very narrow scope of work for this AI chatbot. So what I don't think would work particularly well is for me to arrive on website homepage within millisecond to have this weird pop-up with either the very kind of generic form of chatbot or a pretend human, you know, that pretends to be. So I think for me, it's back to looking at the website and is there anywhere within the entire website where you could say that's complex, that's rich in content.

Pascal Fintoni

And we think that this would add value and actually this idea of to be seen and heard being helpful, but actually dedicating the AI chatbot for a specific part of your website as opposed to the entire website. And I think to your point, it would allow you to educate the AI assistant better. would allow you to monitor what's going on. And if we take the example of maybe a very rich blog or a rich case studies, I think also the website visitors would be a bit more forgiving if it's imperfect as an answer, as opposed to being right on the homepage where there's an expectation for the chatbot

Pascal Fintoni

to have understood the entire business, if that makes any sense. And I think within that, that would work particularly well. My preference, I would say, just don't do it because others are doing it. Doing it your way.

Pascal Fintoni

So I think the introduction of the AI chatbots is an extension of your business values and how you want to be different.

Jonny Ross

Yeah. And I like what you were saying about choosing a part of your website, because it goes back to having a look at the customer journey and deciding what stage in that journey would you, where do you see the enhancement could make a difference and see it as enhancement, see it as a digital assistant that, uh, that, that, that, creates a better customer journey, a better user journey. And whether that be just speeding the signposting up of something, or whether if you know that they're on this particular page, this is what you want that user to do.

Jonny Ross

And so perhaps that's what the chatbot could do. But yeah, I can't reiterate enough. That it's all about the setup and it's all about the things that you include and tell it and the boundaries that you set in the workflows that you set and, uh, and making it, uh, really understand, uh, when to pass a, someone over to a real human.

Pascal Fintoni

On that very point, just to close on that, I make the parallel between the amount of effort, reflection, and prep is the equivalent of having a new member of staff. So don't think because you're going for the AI chatbot, you can do this in minutes. It will take you the same amount of days, if not longer, to plan this, prepare it, and review it, of course, as you would.

Jonny Ross

Yeah, for sure. So should you add AI chatbots to your website? Well, that is up to you. But hopefully, we've got you thinking.

Jonny Ross

Let's move on to our second segment. Website stories.

Pascal Fintoni

So this is a special one, actually, and people saw this from the title, you know, I want to review with you some of the highlights from the Google IO 2025 conference. So people perhaps are not aware, you know, Google has an annual conference, about three days, primarily addressing the needs of developers who are creating Google based products and services for their clients. But you can glean some information that we would need as web managers and people who enjoy doing the ethical side of SEO so this conference actually was almost part 2 of last year's conference and i will say that it was primarily about AI it was primarily about the different operating systems called Gemini And there's lots in there to almost be intrigued and enthused.

Pascal Fintoni

But if I may be critical, I liked that rural application for businesses. So one thing that you're not going to do, I think, over the course of a number of episodes is translate that, thinking, OK, you can do all of this, but what are the practical application? So yeah, people can get excited by looking forward to Google Meet, where you can have live translation. Literally, if I was using Google Meet, I could speak to you in French, you would hear me in English, and you could actually speak to me in English, and I could hear you in French.

Pascal Fintoni

That could be quite fun. They're introducing Google Beam, where you now would be actually 3D within that kind of window of view, which I think is very, very interesting. Yes, looking at glasses. Yes, looking at all sort of agents that can do things for you.

Pascal Fintoni

I think that's a bit of a play at this moment in time. Yes, the image creation is better. Yes, the video creation is better. Yes, they have introduced, which I think is a bit grand, a filmmaking app called Flow.

Pascal Fintoni

And all this is really, really interesting. But I think for me, I want to learn about search. I want to learn about search behavior. I want an indication of what we need to do to adapt, you know, accordingly.

Pascal Fintoni

So when it comes to searching, so on behalf of our future customers, as opposed to us, the business owners and website managers, searching is going to get pretty exciting because now it's what they call multi-model. You'll be able to speak your search. As you've done today, you'll be able to use your mobile phone camera. You'll be able to sketch what you're looking for, which is absolutely crazy.

Pascal Fintoni

You'll be able to type it and so on and so forth. and what they've introduced, what they call the AI mode. So we've had some inkling of what this will look like, Johnny, with the AI summaries appearing within another main search results page. But AI mode will be almost its own parallel way of searching.

Pascal Fintoni

You could be able to do the kind of things we've done so far with all the other platforms, but where AI mode is very different to the AI summaries, is that it will be very, very media rich. So to date, the AI summary on any search is primarily text-based. So you get a bunch of results, really, with hyperlinks. But AI mode will also translate that content into infographics.

Pascal Fintoni

They will replicate videos if they have to. There'll be audio summaries. They borrow this from Notebook LM and so on. So what we have here is a situation where the search results using AI mode would be a very media rich mode and you interact with that page of results and that means that frankly give it another 12 months and there would be no website traffic to speak of.

Pascal Fintoni

And that's going to be tough. That's going to be tough for marketers, that's going to be tough for business owners, because how do you then measure the success for your business if you don't have the cause and effect of, I'm doing what Jonny and Pascal have said, I'm doing all the content, I'm doing all the adjustments and so on and so forth, but I've got nothing to show for it. And we're going to have to start to get used to something that you and I have spoken about, of course, two, three years ago, that kind of zero click way of building an online brand and business.

Pascal Fintoni

So AI mode is obviously something that you're not going to revisit out there, but searching is going to get more exciting and more interactive for the searchers before the brand managers and business owners are going to see less and less evidence that what we're doing is working.

Jonny Ross

Yeah, I don't know if I was surprised or not, but... What was big for me was that they had a 10-minute recap, which I think we're going to put in the show notes. We are, yeah. And I think Google Search only got mentioned for maybe about 20 seconds, because the moment they mentioned Google Search, it moved straight onto AI mode, which was basically not Google Search as you know it.

Jonny Ross

And so I think this is a really valid point in terms of, what is going to happen to website traffic. All of the optimizations that we tell you are absolutely going to help you climb the ladder in AI and be seen in AI. Where I think you're going to win with AI is actually being niche. so because the query becomes longer so we go on to a i am asking you a couple of sentences we say you know we want real detail i'm looking for this particular thing these are things i wanted to achieve this is a bit about me this is that

Jonny Ross

there's lots of detail answer the is then powerful enough to bend find something that's a really good match So where you're going to win is by niching down and being very clear in your content what niches you serve, what value you add, who you specifically typically work with or who your particularly customers are. So I think those are the things I've sort of jumped ahead in terms of okay well what's the so what and what do we need to do here and I think that's a really important part to start thinking about how can I help the machines really understand who our perfect customers are, who our ideal ones are and really what we're brilliant at And I think that's, you know, you've got to move away from, we can sell anything to anyone, you know, anyone needs our services.

Jonny Ross

I mean, that's, you know, so old and with AI, it's not going to work in the slightest. The, um, the, the, the, but then the exciting part of me is. Some of what it can do is just fascinating. We were talking in the green room earlier just then around this idea that Google will, with your permission, be able to literally look at all of your data in terms of all interactions that you have, whether that be in notes, whether it be emails, whether it be how

Jonny Ross

you use the maps, the locations you go to, and take all of that learning, that sort of knowledge base, and be able to turn it into giving you very quick and easy replies to emails, giving you all sorts of stuff. It's slightly disconcerting and it sort of starts thinking, you know, is this going to take my brain away? But then at the same time, it's fascinating where they see this going and the automation and the productivity and the efficiency that it can achieve.

Pascal Fintoni

For me, you know, what would be interesting is, so to your point, This is about the art of being explicit. And that's been the case for quite some time, but this is it, you know, and I very, very kind of, um, you know, rashly wrote an article last week saying, you know, is 2025 the make or break year for content marketing? What I meant by that. is if you've been hesitant,

Jonny Ross

I

Pascal Fintoni

think it's time to really go for it. Because those AI summaries or the AI mode with all the text and the images and the graphics, and by the way, what the AI mode will do is translate your website content graphically without your own graphics. So Google will produce graphics that will summarize your business. It will create bar charts with your revenue, if it's been publicly available and that kind of thing.

Pascal Fintoni

So all that media content will be created by the platform itself, but it can only be inspired by the information you've chosen to share. So if you've been a bit timid with your case studies, if you've been a bit too generic with who is it for, what is it for, and that kind of things, then your AI summaries will be the poorer for it, or you'll be simply invisible as part of the top-level research. But for me, this idea of, for example, Johnny, you had an exchange via email with either a prospect or a customer, and they ask you a couple of questions.

Pascal Fintoni

You've shared your expert knowledge. This, at this point in time, remains an email exchange. You could ask Google, Gemini, to say, well, can you extrapolate this email exchange and convert this into an article for my website? So there's going to be some very, very interesting things you can do down to your imagination.

Pascal Fintoni

And I think for all of us, we can look forward to some additional way of working, but I think you're absolutely right when you say the search engine experience of the 90s, 2000s, 2010s is going to be well and truly gone within the next 12 months.

Jonny Ross

Yeah, it really is. And I know myself how little I use Google, the standard Google search now. It really has changed the landscape. You mentioned something there, which I think is really important to highlight.

Jonny Ross

about data points in terms of reviews and case studies because part of you going to a i to ask for something is that you want a company that's you know. That's good that's gonna be able to deliver what i want them to deliver and so google more than anything is going to be your story all the bots are gonna be using more than anything those those additional data points. And like Pascal says, if you don't have many case studies, or if they're quite generic, then not only will you not rank very high, but you will be invisible. So this is nothing new.

Jonny Ross

We've always said case studies. We've always said reviews. If you imagine that AI is now only going to deliver two or three results, perhaps, well, I mean, you know, now's the time you've really got to have them and be explicit about your niches. So yes, an interesting conference and exciting times.

Jonny Ross

especially if you want some new glasses. But yeah, we'll unpack over the next few weeks in terms of how you can play the system and make sure that you are being considered, your business is being considered. So yeah, thanks for bringing that up, Pascal.

Pascal Fintoni

Not at all, pleasure. And if I may, with regard to your comment on content case studies and so on, if I may, we have an entire chapter in the book dedicated to that.

Jonny Ross

We do. We're proud. At your favorite bookshops, especially Amazon, do Google it or Amazon it, and you'll find, yeah, we do have something all about case studies. Let's move to the website engine room.

Pascal Fintoni

Now in this segment of the show, Jonny and I suggest one app each or maybe a piece of kit or software solution that can make life easier as a website manager and website content creator. So Jonny, what is your selection?

Jonny Ross

So it's on the theme of AI, it's video generation and the in fact video creation from an AI powered tool. Hey Jen, I've been watching this for quite a while now. Lifelike avatar based videos, you can personalize it, scalable, create really easy to create engaging content for custom communications or perhaps in internal training and I've seen a number of examples. I mean I've even seen the likes of the NHS using this internally using AI generated videos to talk to their staff.

Jonny Ross

So this is you know a well-known brand that you wouldn't have expected to adopt things like this but if I'm seeing it in the NHS then come on, if you're not considering this and starting to play with these tools, then, you know, if we think the NHS is behind, do you know what I mean? So, you know, so heygen.com, we'll put it in the show notes. That's a tool that I think you should all have a play with.

Jonny Ross

I'm not saying that We all want to be watching AI videos. I'm not saying that human touch points are not right, but there will be a place for it. And you just need to understand where in your business that is. And if you're not working on these things, your competitors are.

Pascal Fintoni

What is interesting about something like Haygen is back to imagination. So Haygen makes an offer and they suggest ways to use it. They call it use cases. But I find that actually many a time you come up with a better idea.

Pascal Fintoni

You come up with a better reason to use it that isn't necessarily part of the promotional side of HeyGen and many others. So I would like people to explore that as you recommend it, but literally saying, all right, I've got a short list of options here from the inventors themselves. But actually, when I think about my business and my customers and so on, maybe there's something else I could do all together with it, you know, which would be, and my, my, also what I would say about this, forgive me, Johnny is please, please don't use AI. Hey, Jen, to create clones of yourself and cheat and pretend it's you and all that nonsense.

Pascal Fintoni

that AI slop. And actually, back to the Google conference, there's been some backlash with their Flow filmmaking app, because essentially, people are saying, well, it's all fake. Why bother? My selection is actually a video app as well.

Pascal Fintoni

So we've done it again. Without talking to each other, we've selected something very, very similar. And it's all to do with vertical videos. Now, people know my preference is always landscape.

Pascal Fintoni

I'm a filmmaker. video creator at heart. But I've seen more and more now, Jonny, vertical videos being embedded on blogs and web pages. I think the format's becoming more part of the language of the internet.

Pascal Fintoni

And actually, the vertical frame can convey messages and feelings very, very uniquely. So we were looking for ways, you know, and apps to create the vertical video. Sometimes they cheat and use TikTok and then try and download and so on. And I'm saying, well, try this one instead.

Pascal Fintoni

So Instagram, about a month ago, released their own vertical video editing app called Edits. So they've not for long now by the name, Edits as in editing, so E-D-I-T-S. the hyperlinks and the show notes. And what is interesting is it started to be very, very simple to the point where I was almost very dismissive, Johnny, that's not very good.

Pascal Fintoni

But little by little, they've added more and more features, almost kind of building the skillset of their user base. And I'm getting actually quite impressed with it. And what I like about it is it's a separate app. You don't have to pretend to have a TikTok account or you don't have to try and work your way through an Instagram.

Pascal Fintoni

but not post really and download on your mobile phone. It's dedicated to be a separate app on your phone for vertical video editing, which include images and that kind of thing. So edits by Instagram is my selection.

Jonny Ross

Nice. So we're not going to be seeing vertical cinemas then? Vertical screens in cinemas.

Pascal Fintoni

They are already film festivals for vertical movies. Really? Yeah. And basically the filmmakers have used a vertical frame to their advantage to create a very different visual experience, but it does exist as they are now AI film festivals, of course.

Jonny Ross

And this is for, uh, I'm assuming for mobile adoption of, of watching a film on a, on a mobile.

Pascal Fintoni

Yeah, but people go to the movies. I mean, they go into a proper movie theater and watch. There

Jonny Ross

we go. You heard it here first. Yeah, great. Great tools.

Jonny Ross

The I was going to say this so that these are all sort of the apps or pieces of kit that can help you as a website content creator. Start being web proud of your website. So we're talking about video generation and how you can edit in tools like Instagram, Instagram edit. Let's move on to our next section, which is the website call to action.

Pascal Fintoni

So Johnny, I would like to recommend the one change, the one adjustment they should be making right now on your website. Johnny, what is your recommendation?

Jonny Ross

We go for nice, simple, easy things that can just optimize and make better experiences. Test your 404 page. Check what happens when you get to a page that's not found on your website. And is it totally flat and just doesn't add any value whatsoever?

Jonny Ross

So why not brand it? Why not make it a bit more quirky? Why not add some helpful links, maybe a search bar, help guide lost visitors back on track and reduce frustration and take the opportunity to increase that experience. And the best ones for me are the ones that use a bit of wit, a bit of fun.

Jonny Ross

You land on a 404 page and you get something a bit quirky, but you also get help in a guide to finding the right place across your website. So a really simple, easy thing to have a look at. Test your 404 page is my website call to action.

Pascal Fintoni

Wow, I love it. You know, there's two examples that come to mind immediately. There was a consultant's website where it was a photo of him or her just going like this with their hands saying, you know, sorry. And then you had the recommendation.

Pascal Fintoni

Disney for a while had Wreck-It Ralph as the image and saying, well, you know, the paper was wrecked and so on. So you could have fun with almost mascots, if you will, as well as yourself personally. As genius, I completely forgot about that one. So mine is a return to something that we mentioned quite some time ago, but in view of the AI summaries and the future AI mode on search, I think that we should all go back and take better care of our Google business profile listing, which is a Google

Pascal Fintoni

Maps. Google Maps is still Google's number one property. but also a small business secret weapon in my view. So I want you to almost walk into the shoes of a first time customer or prospective customer.

Pascal Fintoni

And when you look at your business profile, is it comprehensive enough? Is it actually doing enough? to make it clear who do you help and how do you help, but also, are you doing enough to use some of the many features that you're perhaps not aware of to showcase the different sections of your website? Because ultimately, you might as well.

Pascal Fintoni

So I know that it's back to what we discussed a moment ago. It's designed primarily as a listing, but if you think about all the features available to you, you can actually highlight the many, many different parts of your website as part of the information listed on Google Business Profile. So have a big review and start to make sure you complete all of the fields, but go beyond the expected. Surprise your customers and make sure that your website sections shine through.

Jonny Ross

Uh, Google profile is absolutely a fundamental of every business. Uh, you should absolutely be optimizing quick pro tip, uh, add FAQs to it. The easiest way to add FAQs is go and visit the profile and ask a question yourself and then. You can then answer it as the admin.

Jonny Ross

So use some frequently asked questions, take what you believe people will be asking, and start adding a few FAQs on there. It really does send the right signals to Google, especially if the content is around the themes and topics that you're trying to promote. And so highly recommend adding some FAQs. But yeah, nice call, Pascal.

Jonny Ross

Thank you. What a great episode again, focusing on should you be using AI chatbots and what happened on the IO 2025 Google conference. We unpacked and we are certainly going to be unpacking a lot more in future shows. We've given you some tools to help you as website content creators, and of course, we always finish with a website call to action, giving you that one change or adjustment that you could do to your website to start feeling web proud right now, and of course, does the

Jonny Ross

book web proud. That is a wrap for episode 44 of the 90 Day Website Mastery Podcast, your audio companion to the 90 Day Website Mastery Program. For more information, visit 90daymarketingmastery.com, where you can book a discovery call with either myself or Pascal. Pascal, any final words on what's been the highlight for you in this episode?

Pascal Fintoni

Is it the highlight or it's more the feelings I've had now for a few weeks, which is you and I have been involved in digital now for decades. I've never known a time where things are moving as fast as they are. I mean, for you and I, actually, if it wasn't for the discipline of preparing for the show, it would be so, so hard to keep up. And I don't want to worry people necessarily.

Pascal Fintoni

What I'm saying is, you know, we're here for you. You know, we're doing the research, we're producing the show to keep you abreast of what you need to know and remember. But ideally, please take action because the little gap right now in your content strategy or your website strategy could become a chasm within weeks because the speed at which, you know, everything is moving is quite something. I don't know how you feel about it.

Jonny Ross

I agree. And to reiterate, we are here for you. So if you do have any questions, any thoughts, any feedback, please do let us know. And of course, leave us a review.

Jonny Ross

We would love a review. All of this hard work that we do, it would mean a huge amount to us for you to leave a review. That is all for now. We'll leave you a fun video and audio montage to enjoy whilst you review your notes that you've been absolutely taking.

Jonny Ross

Of course you have, and the action steps that you're going to take. We'll see you on the next podcast. Take care. See you soon.