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

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

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

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

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

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

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

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

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

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

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

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

Signapse.ai (Jonny's recommendation):

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

Napkin.ai (Pascal's recommendation):

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

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

Jonny's Call to Action: Add Trust Badges

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

Pascal's Call to Action: Reorganise Your Case Studies

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

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

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

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

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

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

06:43 – Partnership approach to web development challenges

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

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

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

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

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

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

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

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

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

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

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

25:16 – Organising case studies for better user experience

27:04 – Episode wrap-up and final reflections

🔎 SEO Keywords & Tags:

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

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• Jonny Ross
• Pascal Fintoni

About the Hosts

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

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

Jonny Ross

Hello, welcome to the 90 Day Website Mastery Podcast, the perfect companion to our 90 Day Website Mastery Program and our recently published book, Web Proud. It's our 46th episode. We're excited to bring you even more valuable insights and practical advice to help you enhance your website's performance. Join with us whilst we explore these strategies.

Jonny Ross

We'll have our normal four segments in the show. And of course, my co-host Pascal Fintani is with us. How are you, Pascal?

Pascal Fintoni

I'm very well. Listen, I've thoroughly enjoyed the summer break, but it's time to get back into it and look at the show notes. We've got a really nice episode for everyone today.

Jonny Ross

It's time to get proud of your website. That's what this is all about, being proud of your website. We've got loads of actionable tips, digital tools. We look at lots of them and we hopefully help you cut through to find out what you should be doing, what you should be doing to make a big difference and to move that dial.

Jonny Ross

So let's move into You Ask, We Answer.

Pascal Fintoni

Now this question actually came about during a recent consultancy session I did with a client, Johnny. So I'm going to paraphrase, but I think as soon as I finish reading out my version of the exchange, you're going to relate to it and I can't wait to hear what you have to say. So here it is. This is my client talking to me.

Pascal Fintoni

I have a feeling that my website project is not progressing as it should. So I've asked for a meeting with my web developer. How should I prepare for that meeting? What say you, Johnny Ross?

Jonny Ross

Oh, very good question. Yeah. And it's worth just quickly mentioning, by the way, we are live. So if you're with us, please do let us know if you've got any questions.

Jonny Ross

Let us know. We're on Instagram. We're on LinkedIn. Perhaps you're watching the replay or listening to the podcast.

Jonny Ross

However you're here, we love it that you're here. But yes, thanks for going into this. And so this is a question that you've received from one of your community. And it's such a common thing, isn't it, where website projects sort of just slow down, and maybe you just start not hearing as many things from the supplier, or they start saying, you know, bear with us, we'll come back to you, and you start starting to hear that

Jonny Ross

phrase a bit too many times. A lot of the time, for me, it's about the original brief. And it's about how detailed you go into things and think things through. And just as an example, if you've not gotten really properly agreed that sitemap or really agreed the content plan, and you've got lots of changes throughout, then that can be quite frustrating on both sides, to be perfectly honest.

Jonny Ross

So I think how do you handle any of these conversations? I guess it's recognizing that the project's got stuck a bit, and it's trying to deal with it in a pragmatic way, and not jump in with loads of blame, but just really trying to understand where we're at. Because it could be that your supplier actually thinks they're waiting for you. Or it could be that they're struggling to do the next step because they we're imagining that they'd have had the content by now or whatever it might be.

Jonny Ross

So I think sometimes it's just a bit of clarity and it's sort of like just asking some really simple questions. Where you at? Is there anything that you're waiting from our side? And what are the sort of next steps?

Jonny Ross

And sometimes the best thing to do is actually just to take a huge step back and just talk about what the project's even there to deliver. And I don't just mean it's to deliver a website. But what's the project for? Is this to drive more leads in the business?

Jonny Ross

Is it to start selling e-commerce? Is it because you're building a new website because there's some kind of login area? Is it a brand refresh? What's the purpose of the project?

Jonny Ross

And going into that and discussing that sort of much higher level actually can reset everyone in the room and get everyone sort of back onto the same page in terms of, actually, we need to deliver this by February, don't we, guys? And actually, yeah, these are the issues that are holding us back.

Pascal Fintoni

Yeah, thank you very much. And that's kind of been my experience. So for a while, actually, I was almost doing almost some form of mediation services between web designers and their clients. And you're right, you know, very often you find there isn't a proper brief, or things have changed that have not been recorded.

Pascal Fintoni

Or quite simply, you know, there's been a situation where the web design agency actually head down during the work, but because they head down during the work, they're not communicating, and then the client's wondering what's going on, and so on. And there's a lack of evidence of, you know, so if I may address, for example, the web design community for now, and the vast, vast majority do that very, very well. But regular updates, but also, you know, making sure that when you look at the project plan, Johnny, it's really good to have what I call small victories, because sometimes with a project plan, you have those almighty milestones, you know, big, big kind of results and big delivery. Which means that there's a gap sometimes that can be a number of weeks with silence on both sides so i think that for me would be to celebrate all the small victories but also.

Pascal Fintoni

For you the client when you been asked on a regular basis to reflect on the work done by the agency you may discover something that you don't thought off in our originally you may even change your mind. You may actually reduce, you know, the scope through thinking, actually thinking about it now, I won't need that or I'm far, far too busy to run this part of the website, you know, originally and so on. But yeah, so that the advice, you know, given to the client won't surprise you as to go back to the original paperwork. Let's prepare a meeting differently so that the meetings can't be about a long list of grievances.

Pascal Fintoni

And then essentially saying to the designer, you've done all of that wrong, or you've not done any of that. So this is the original plan. This is what originally you said you would do. Can we go through them one by one?

Pascal Fintoni

And where are you with that? And do you need extra time? Do you need extra help from me? And so on.

Pascal Fintoni

Because really, it's a partnership work. And whilst it would be good, of course, for someone to stick to the plan, to stick to the deadlines and so on, things happen, life happens. Sometimes there's a discovery about a nuance of the website where you need extra days and so on, but you need to go back as a project director. So therefore, your comment about stepping back is very, very important.

Pascal Fintoni

And the role you take on at that meeting is as a project director, and you're resetting everybody, even though you're the client paying the bills. I accept that. And that's really, really quite important. And you'll find that, actually, what you want is for the team, the web design team, to be motivated to work on your project, and if they feel supported.

Pascal Fintoni

And hopefully that'll work, because of course, if after that meeting, a week or two would go by and it doesn't work, then you are into something altogether different, which I've explored in a different episode, where you have to move into something a bit more formal. And hopefully that won't be the case with this client. So I shall let everybody know, because it's a meeting with the advice that you heard from Johnny and I. And I'd like to think that everything is back on track now.

Jonny Ross

Yeah. And so for me, just to layer on everything that we've just said, the sort of the key takeaways for me would be, this is about relationships. You have to keep the suppliers on your side. They have to feel part of wanting to achieve this for you.

Jonny Ross

So you've got to have good relationships. And I think a lot of it comes down to that brief right at the beginning. The more time you spend on that brief, the more valuable it is. If you run into a web project, and I know that might not help your client right now, but sort of for other people that are thinking about new projects, don't just run into the project and start.

Jonny Ross

Actually give a go really end degree on that brief so that you cover every aspect. And that makes the whole thing more efficient. But keep strong relationships and be realistic about capacity on both sides as well. So yeah, good luck for your client.

Jonny Ross

And if you're thinking about a newer project, work on that brief. Let's move to our next segment, which is website stories.

Pascal Fintoni

Now, for this segment of the show, typically, John and I choose an article, a podcast, an infographic, a video that will help us imagine and reflect what it's like to be a web simulator in today's economy. But today, we're going to do something a bit different. We're going to talk about a resource that actually John and I have created after going live on LinkedIn. So as a reminder for everybody, just before the summer break, we went live with, I would say an enigmatic title for a live session.

Pascal Fintoni

It was as follows, is your SEO strategy ready for the AI search era? And what we did then was to present 20 SEO actions to make sure that your website content and your website strategy was ready for the AI search era. And what I want to do today, therefore, Johnny Stufel, remind everybody that there's an amazing resource out there that they should go and seek out, and the links are in the show notes. But I would like to actually reflect on, I suppose, our journey.

Pascal Fintoni

Do you recall how we came up with the idea of that particularly special live session, and as a result, creating this resolve, this checklist? I think it was

Jonny Ross

the fast-paced world of search and AI. So you had Google's conference shortly prior putting so much emphasis on AI mode and rolling out, in inverted commas, AI mode quite significantly, quite fast. And also backed by so much data showing how few clicks there are coming from the likes of Google search. I think it's something like 34% drop in clicks in the last 12 months coming from blue links in Google search pages.

Jonny Ross

And how the shift is all about being visible in AI, whether that be AI overviews, whether it be in AI responses across any platform. So Google, Bing, you know, or the chat GPT, whatever platform we're talking about. So I think it was a reflecting, it was just how fast paced things have changed. And, you know, we're passionate about this.

Jonny Ross

And, you know, having been doing SEO, since going back into the 90s, Um,

Pascal Fintoni

it's

Jonny Ross

like, there's a big, significant change here, guys. And if you're going to win, if you want to keep winning, uh, digitally, then you're going to have to keep up with it. Uh, and so I think it was our passion coming out saying, look, this is, this is what's happening. And these are the things you need to start thinking about.

Pascal Fintoni

Yeah, yeah. And the timing, not that we can't be accused of knowing everything that's happening online all the time, but the timing was when, of course, after the conference, the AI summaries appeared with a vengeance on the iSearch. People were all even saying, do you know what? I think I'm using chat GPT or perplexity a lot more than Google now.

Pascal Fintoni

You've got all this behavior. I remember actually I even wrote a little post on LinkedIn, like a reflective post about this idea of, it's gonna get weird in marketing when we look at our dashboard, you know, where we normally have our matrix, and it could just be a flatline zero because there's no more traffic, there's no more reactions on social media because people are being served AI summaries. So we went ahead and kind of almost inspired by, you know, the webinars that we ran when we launched the series of podcasts and so on.

Pascal Fintoni

We had a structure we went across. We had three kind of areas we wanted to look at. We were looking at the technical SEO and the impact of AI search. We were looking at content and we were looking at authority building through links.

Pascal Fintoni

But what does that mean? And so on. So we have three areas. We then went, we have three kind of actions each that take us to 18, you know, six times three.

Pascal Fintoni

And we went, ah, we could do with a couple more. So then we invented, but you know, they are good ones. You know, we invented two bonuses actions, which took us to 20, just in case people are wondering how you got to 20, not one or 25 or 17. So, you know, for me, it was also I enjoyed because I had so many ideas to share with our lovely audience and community and clients to have that structure of technical content and authority building was very helpful as well.

Jonny Ross

Yeah. And the thing about this is that it's nothing more than just really good search engine optimization. So it's about, you know, using all of those best practices that you've hopefully learned over the many years and really applying them properly, but thinking about this is nothing more than really good content that's helpful, that's got authority, that sends the right trust signals. and is easy for the user and now the machines to understand.

Jonny Ross

So that is around the tone and the sort of the depth of the content in terms of the language that's being used, but also the structure of the content so that the engines can really understand what that content is about and how it relates. So it's structuring the content. It's really good SEO, but taking it up another step. And, you know, yeah, there's lots of specific points in that deck that we came up with for sure.

Pascal Fintoni

Yeah, and within the checklist, you really will see it's all easily achievable. There's nothing really complicated about it, just being disciplined to go through it. But for me also, it's about being curious about the behavior of those AI search engines. It could be simply Google.

Pascal Fintoni

Look at the AI summaries. Look at how they're structured. Look how they function. Think about this as a service to, of course, the searcher.

Pascal Fintoni

And you will find that there are things in the checklist that we put together for you, the 20 urgent actions that mimic that. So, well, if that's how search is now behaving, let's see if we can bring some of that information into our pages. So, for example, we would say to you within the pack, introduce a too-long-did-not-read section at the start of your article. Think about the way now all the AI search engine, if you want to call them that, JackGPT, Perplexity, Gemini, Copilot, they now add follow-up questions.

Pascal Fintoni

They don't even wait for you, the user, so add some follow-up questions at the bottom of your article. So literally, it's that logical. It takes time to be observant, to be curious about the behavior of both, of course, the AI search and the AI searchers. and that checklist is going to give you a strong foundation because I went as far as saying on the LinkedIn article that it may well be that this year stroke next year is the make or break year for businesses who have been a little hesitant with regard to

Pascal Fintoni

their content marketing.

Jonny Ross

Oh, I think for sure you are going to either find businesses are going to just steadily decline in terms of visibility and eyes on, or you're going to find that where businesses are being proactive and really have been owning this for quite a while, they're actually going to really benefit. I think, yeah, we are at this turning point. And another couple of quick tips would be things like, well, if you're trying to increase visibility in a particular local area, so maybe your customers are all sort of in Yorkshire, for example, then it's just about using some of that language and using some of the towns and

Jonny Ross

cities. I'm not talking about the old-fashioned days of stuffing keywords. That's not where I'm going with this. But at the same time, we've sort of gone to the other end of the scale, where we don't even mention our local towns or that we serve very well in these areas.

Jonny Ross

And we need to mention that so that the machine understands. Or perhaps you're UK-wide or nationwide, so it's about using terminology like that. And just thinking of ways to add trust signals into the content. So if you've got however many reviews you've got, you've got 105-star reviews, why not mention it in some of your content?

Jonny Ross

Because if you're not mentioning it, you're not helping the engines understand what's going on. Yeah,

Pascal Fintoni

and it's all about the art of being explicit. And we must, must make sure people understand you've got to let go of the old adage of, because it's online, it has to be short and succinct, not in the age of AI search and summaries. And what I love about the AI summaries, just to close on that, It's very fair at this moment in time. I mean, a new business who has kind of gone ahead and created content will be part of the AI summaries.

Pascal Fintoni

You know, you and I will know, and everybody listening will know, if you're a new business or if you're resetting the website, it's impossible now to get yourself on page one of Google. you know, nowadays. But those AI summaries, they don't seem to care so much about the longevity of the business. They care about the quality of the content.

Pascal Fintoni

And I've seen examples of newer businesses who are part of the AI summaries with a link that you can click on if people choose to do so to their website. Absolutely brilliant.

Jonny Ross

Let's move on to our next segment. Now, this is a segment, and I'll let Pascal explain it more once we get there. But this is all about apps. And we're nearly at our 100th app that we

Pascal Fintoni

A

Jonny Ross

piece of kit or tech that we're going to recommend. So I think, you know, Pascal hadn't realized that either. So we're, we're really close and I'm sure we'll make a big deal of that in a future episode. Let's move to something that's going to help you practically the website engine room.

Pascal Fintoni

Now, as you heard a moment ago, Jonny and I spend our time testing, breaking apps and software solutions and different pieces of kit to find ways to make life easier for all of us as website managers and content creators. So you usually select one app each. What is your selection for today, Jonny?

Jonny Ross

Well, I'm really liking this because I've talked a lot about accessibility over the years and how there really is a number of different communities around the world that actually most websites don't serve. And we really need to consider that, not just because there's a revenue there, but also AI and Google want you to be open to everyone and diverse. Synapse.ai, Synapse.ai, all of these will be in the show notes. But this is clever.

Jonny Ross

This enables you to translate videos or events or signage and announcements and power AI provided British Sign Language or American Sign Language. So deaf translators that you can instantly put onto videos using the power of AI. And this really does reduce any excuses for people not adding that level of diversity onto your videos. So British Sign Language or American Sign Language just at the touch of a button being able to add that to your events or to videos or signage really quickly and easily all powered by AI which obviously brings the cost down.

Jonny Ross

So it lowers the entry point. And it's been approved by real deaf translators as well. So Synapse AI, I would highly recommend, depending on the sector, the industry, the type of thing that you're offering, I would have thought there's a lot of people out there listening that actually this fits and you should start implementing straight away.

Pascal Fintoni

Do you know what's interesting is there are, of course, conversations about AI and it's essentially, it's attack on humanity and so on and so forth and taking people's jobs away and that kind of things. But for me, that could be the way in which I use the internet and what I'm interested in. I have found so many examples such as this one where AI is actually connecting people more. It's actually stimulating creativity.

Pascal Fintoni

It's actually bringing solutions to problems that were either out of reach from a budget's point of view or quite simply, you know, was not possible to access. So I would definitely have a go actually. I'm speaking at an event in two weeks time. I might find a way, Jonny, to introduce time one of my video demos and I'll let you know how we get on.

Jonny Ross

Yeah, it's, it's worth mentioning by the way, just to give this a bit of credibility as well. I'm aware of NHS trusts that are using this on their videos. So, so it's, you know, I wouldn't say it's been endorsed necessarily, or I don't know if there's any logos being used, but I, I, I know because of my connections that this type of product is being used. Um, and, uh, you know, yeah,

Pascal Fintoni

it's, it's really worth looking at. Thank you very much. So my selection is something that I've had on the list of potential apps for a while. I wasn't sure about it until really I mentioned a moment ago about observing the behavior of AI platform like ChatGPT, CodePilot, Gemini, and so on.

Pascal Fintoni

And you know how you have the interaction with those platforms and that they offer suggestions. Would you like me to do this for you? Would you like me to turn this into a PDF Word document? But more and more now you have the offer to turn Let's say the exchange or the output could be an article, could be a policy, could be an action plan to convert this into a infographic, a visual presentation.

Pascal Fintoni

It's offered, if you like, which suggests to me that users of this platform have been asking for it. So my recommendation today is you take the initiative and actually convert where it's appropriate, you know, your text into a visual summary. And the platform that I've got in mind, it's been on my list for a while, it's called napkin.ai. And it's this idea of you could draw this yourself on the napkin at a conference when someone is talking and you want to take the essence of what they're saying.

Pascal Fintoni

We've all done it on the napkin or the post-its or a bit of paper. And the illustrations, they feel very natural and hand-drawn, which is actually quite nice. And they have different styles. And they can actually convert quite complex articles or complex notions or strategies and steps and so on.

Pascal Fintoni

So my recommendation is to try something like napkin.ai to add a visual interest to your article, but actually to create also, back to your point, some people may find reading text not their preferred way of learning or not preferred way of remembering. they'd rather look at a visual summary. But of course, if ultimately AI is offering visual summaries, I'm hoping they'll present yours as part of their AI solutions.

Jonny Ross

You've got me excited about this one, to be perfectly honest, because I'm a really visual person, and it sounds totally up my street. And I'm now, as soon as this podcast finishes, I'm going to find a couple of articles and run them through napkin.ai. I like that a lot. So there we go, two brilliant apps that we've just recommended there to help you as website managers, website owners implement and start feeling proud of your website.

Jonny Ross

Let's move to our last segment, which of course has to be the call to action because every piece of content should have a call to action. So our last segment, the website call to action.

Pascal Fintoni

So this is about one change, one adjustment you should be making right now on your website to support your website experience and help you feel proud of your website again. I'm going to ask you actually, what is your recommendation? I'm going to suggest trust

Jonny Ross

budgets. This is nothing new, but so many people are still not doing it. It's a way to even help AI as well. But this is about users seeing something and helping them to convert, helping to increase your conversion rate.

Jonny Ross

So what trust budgets can you add to your website? Now, perhaps you're an e-commerce website, and so maybe it's about secure payments. Maybe it's about the certification badges in terms of the security of the website. Or maybe it's about the credibility of the service or the products that you offer.

Jonny Ross

So maybe you're a member of a particular trade association, a members association, maybe you've won awards, maybe you've got accreditations. What trust badges and elements can you bring to your website? And whether that be, I'm not just talking about in the footer, but I'm talking about on that page that converts. So whether that be a service page, whether it be a landing page, a pay-per-click page, whether it be an e-commerce, details page, what trust badges can you add?

Jonny Ross

Because I would expect that if you were to all review your websites, there will be badges that you have missed or that you could include, or more importantly, positions where you could insert badges to really help increase that conversion rate. And a small difference in conversion can have a huge, you know, three small differences can have a huge difference to the end outcome of your revenue. That would be mine.

Pascal Fintoni

Thank you very much. And interestingly, recently a client of mine actually passed a very important exam in their industry and it was almost like absolutely shattered the news level. And thank God for that it's done. And of course I was the guy to say, so you're going to put the badge on your website, right?

Pascal Fintoni

Yeah, yeah, yeah, I will do it. So we're only human, all of us, you know, and I get it, but take Johnny's advice, spend some time, go for a walk and retell yourself your story, your career path, because there's some badges you've missed, for sure, recent and past, but it's all part of it, you know, and it helps you tell a different story. Now, it's interesting, we don't really communicate before the show, we just build the show notes separately.

Pascal Fintoni

But when I do my workshops and I talk about trust, I have this expression called badges and battle scars. So the badges is what you've just explained a moment ago, Johnny, and battle scars are essentially your case studies, your track records, your kind of examples of previous projects, you know, you've been there and done it. So my call to action is inspired by actually a conversation with a client who's been now a consultant for 30 years. And you can just imagine that the number of case studies he has on his website, the number of examples of previous project is actually quite overwhelming for a first time visitor.

Pascal Fintoni

So inspired again by that conversation, I recommend that you think about organizing your case studies and group them in a way that makes sense to your audience, whether that's to do with their title and position in the organization, whether it's to do with the sector or sub-sector, whether it's to do with the challenge they're facing and so on. And it may well be that in a way in which you group and and organize your case studies they are present more than once in a website but you tell the story very very differently but this idea of asking the visitor to work out for themselves which case studies they should pay attention to is a big risk for me to someone to go do you know what it feels like too much work i'm out and they won't take in of course the story and you can be building trust so Have a think, think of it

Pascal Fintoni

as you're the first time visitor, maybe ask a friend, ask someone, you know, who doesn't know your business as well as you do to challenge you and kind of go, you know what, those five here, they seem they belong to the same family, but those 10 over there, they seem to be very different. And think of it as organizing it as you would, I suppose, around themes for blog articles, the same thing, but it's very, very important because it would be a shame for someone like this client and many others to have a great record, but it's just too much harder for someone to work it out.

Jonny Ross

Yeah, great point. I was working with someone on a proposal, a new proposal document yesterday. They hadn't thought about including case studies or testimonials. And these little, little things can make huge differences.

Jonny Ross

So yeah, definitely add them to your website. That's a call to action that you could do today. What a great episode. Website project delays we've discussed, you know, how to hold your agency to account, but more importantly, work on that brief at the beginning.

Jonny Ross

Work on relationships. You've got to keep them on side. Stand back, focus on the bigger picture. What was it you were trying to achieve?

Jonny Ross

Are you AI ready from an SEO point of view? Are you geo ready? Generative engine optimization? Download our 20 tips ebook that we've put together.

Jonny Ross

You'll find it in the show notes on practical things that you can work on right now and essential trust builders. And of course the apps that we mentioned as well, how to turn content on, how you draw it on a napkin. I love that. Napkin.ai and British sign language that you can add to your videos.

Jonny Ross

Another great episode. Thank you, Pascal.

Pascal Fintoni

You're very welcome. And very much so. And I can't believe it's the end. It seems to have gone so fast.

Jonny Ross

Listen, that's a wrap for episode 46 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. It's goodbye for now. We'll leave you with a fun video and audio montage to enjoy whilst you review your notes and work on your action steps.

Jonny Ross

Take care. We'll see you all soon. Thanks again.