So What? Summer Makeover Series: Using Generative AI to Align Your Services

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In this episode of So What? The Trust Insights weekly livestream, you’ll learn how to effectively align your services on your website with what your customers truly need. Discover a practical method to evaluate your existing service pages and pinpoint content weaknesses. Use powerful AI tools to generate actionable steps that enhance your messaging and improve clarity. Implement these insights to better align your services using generative AI with customer pain points, driving increased engagement and conversions.

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So What? Summer Makeover Series: Using Generative AI to align your services

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In this episode you’ll learn:

What foundational documents you need
How to create a scoring rubric with generative AI
Basic steps to align your services to your ICP

Transcript:

What follows is an AI-generated transcript. The transcript may contain errors and is not a substitute for listening to the episode.

Katie Robbert – 00:16
Well, hey everyone! Happy Thursday. Welcome to “So What? The Marketing Analytics and Insights Show.” I’m Katie, and I am joined by John today.

John Wall – 00:24
Yes, Chris is on the road. So it’s, it’s so low. Me and my hostage video here.

Katie Robbert – 00:30
You can’t see it, but very clever. Behind John. So John is in the Berkshires today and he is at the worksheers. Very clever. I love it.

John Wall – 00:42
Solid brand. And it’s tough because, like, I want to get a little bit more of the branding in there, but I’m also like, yeah, I don’t need to be just like a floating head at the bottom of the frame. So I wish we had a better camera setup, but here we are.

Katie Robbert – 00:55
So today, John, we are talking about using. We’re. We’re doing part of our summer makeover series. And what we’re doing in the summer makeover series is we’re taking things that we already have that have just been on the list forever. And I’m sure this is true for a lot of people, where we need to redo them, but we just haven’t been able to make the time. So how can we use generative AI to make the process go faster or to do it, you know, better or whatever the thing is? So today we’re using generative AI to align your services and in this case, our services. And so for those who don’t know on our website, let’s see. Let’s add this. All right, John and I are winging it today. Just kidding. I’m very well prepared.

Katie Robbert – 01:41
On our website, which we have built completely ourselves, minus some web development for theme, all of the content is built by us. I personally redid our services pages not that long ago, and by that, it was probably two years, but it feels like yesterday. And we know that our services don’t do a great job of describing what it is that we do. We think it does, but we’re on the inside. And I think that this is a problem for a lot of businesses. Is, well, we understand it intimately. Why is it so hard for us to describe it for other people? So we have our ideal customer profile generation, our AI consulting, marketing strategy, measurement, strategic consultation, data intelligence, fractional team member. And then we have our training and education. So we have our academy, workshops, speakers, and so on and so forth.

Katie Robbert – 02:35
To us, that feels really intuitive. But I’ve talked to a lot of people who are like, I don’t know how to sell you and people don’t know how to hire you. And as a business owner, that’s a big problem. So before we get into how to fix this, I would like a little bit of insight from you, John, because you’ve been on the sales side and the biz dev side for a long time. Like, why is it so hard for us to just tell people what it is we do?

John Wall – 03:03
Yeah, for us, it’s simple. It’s just because everything is always changing so fast. I mean, because, as you know, like our businesses probably more three or four times in the past eight years, as far as what people are looking for, it’s kind of as the bar moves forward. We started with machine learning, using that to power analytics, but then AI popped in on the scene and this changed everything, added a bunch of new options. So yeah, in a perfect world, over a three-year cycle, you would start with something like this, explaining here’s what we do. But then ultimately, this would just morph into case studies and, you know, it would be like, here’s the three or four different things we’ve done for customers. And then that way, when people have those problems, they’re actually searching for the problems.

John Wall – 03:43
They’re not searching for what the services are or what the solutions are. But for us, you know, these things continue to keep morphing and changing. And so we’re still, you know, a lot of this stuff up here. We have a small group of customers, and they don’t want to talk about what we’re doing for them. You know, they don’t want to give us case studies. And so we could do generic language around what it is. But, you know, we really need to constantly be adapting and pretty much every time the product changes, we really should be going back and revamping the site. But it’s just, there’s only so many hours in the day, and we do have, you know, paying clients that we have to take care of and keep happy.

Katie Robbert – 04:16
Which is, well, I was going to say, you know, who do we think is going to do that? Because you’re looking at the guy who does that, right?

John Wall – 04:24
And it’s always the, you know, the challenge of going back and forth is, you always, you get to a point where just like, okay, we can’t stand it anymore. Like, we have to put some time towards this because it’s now a pain point as opposed to just not being 100% accurate.

Katie Robbert – 04:38
And that’s about where we’re at with it. Like, I felt pretty confident last time I updated this, and now I’m looking at it like, what was I thinking? What am I doing? Well, and it’s interesting because you bring up the point about case studies, and today isn’t about case studies, but we do have a decent amount of case studies on our website. But to your point, they don’t cover everything that we have capabilities for. One of the challenges that I have with a case study is that there is an expectation of this, like magic. And we increase sales by 30% or we, you know, decrease turnover by 10%. Like, a lot of times, especially in consulting in the services industry, you don’t have results like that necessarily.

Katie Robbert – 05:26
Like, a lot of times, you give advice, you do the consultation, you give people some tools, but then it’s on them to do something with it. So there’s no real outcome that you can say. And this is exactly what happened other than we held up our end of the bargain, we don’t know what happens. And like, so that, to me, that’s a tough case study, which goes back to why you need to have services pages. It’s sort of a, you know, chicken and egg. At least, or maybe I’m using the wrong analogy. It’s a catch-22 or like, you know, it’s water over a bridge. Who knows?

John Wall – 05:59
No, it’s definitely chicken and egg. Cause it’s like, well, we can’t build it without the customers, but without a customer, we can’t build a thing. And there is a dividing line too. Like, one thing is, for us, the case studies are just, hey, people have given us money and we’ve done good things for them. Like, that’s really all it is. That’s just to dispel that. Like, we’re not a bunch of people, you know, who were busy making popcorn at the ballpark last week as our job. And now suddenly our AI experts, you know, like, processing data and answering questions is the part of it. But yeah, we really, you know, hopefully over time, you keep transitioning so that the case studies are actually, you know, the problems people have today or what they’re looking at implementing today. That’s new.

John Wall – 06:38
And so it speaks directly to that. But if nothing else, at least it’s just proof that again, we’re a reputable business.

Katie Robbert – 06:46
So let’s say we want to redo our services pages. So first and foremost, you know, we want to start with a very basic, our favorite framework, which is the five P’s. You know, so I’m saying I want to redo the pages because I can’t stand it anymore. But that’s not a great reason to redo anything, especially if you have limited time. So if we’re to go through the 5 P’s correctly, so purpose, people, process, plan, platform, performance, purpose. We want to update the services pages so that people know how to hire us. That’s a fairly straightforward purpose. Like we want to make our services pages align with the pain points of our ideal customer profile so that they recognize this is, you know, what I. This is the solution I’m looking for.

Katie Robbert – 07:39
And at some point, I think we’ll be able to do the same exercise with our case studies. People. So we have our ICP, which we already have documented, and then we have you and me as CEO and head of business development to sort of say, does this track? This is what people are asking for. And then me as the web intern who is then going to be making the changes on the website. Process management and it, I mean, in a small business, you just got to do what you got to do. Process. We’ll go over in a second, but there is actually a process that we’re going to go through to get from this page to an ideal, you know, a better page pro platform.

Katie Robbert – 08:23
We have our website, we have Google Gemini, and we have some PDFs, and then performance. It’ll be a longer measurement plan, but the ultimate performance is that we get hired more. The immediate performance is that we have pages that better align with our ICP. And one of the ways that we’re going to find that out, one of the ways we’re going to measure is we’re going to create a scoring rubric. So if you haven’t created a scoring rubric before, we’ve done this in past episodes. Go to Trust Insights dot AI slash YouTube. Go to our “So What?” playlist. We’ve built scoring

Katie Robbert – 09:05
rubrics, we’ve built ICPs, we’ve built a sales playbook, which is one of the tools that we’re going to be using today.

Katie Robbert – 09:05
We’ve done all of those in past episodes, so check those out because I don’t want to waste your time today watching me try to fumble through how to put all those things together. I sort of did the magic of a cooking show. Got it all prepared and I’m just going to swap and take things out of the oven.

John Wall – 09:23
That’s it. That’s what they want to see. The magic.

Katie Robbert – 09:25
They want to see the magic. I am going to start with a blank slate. So usually when Chris does stuff like this, I find that he’s doing deep research reports and, you know, he’s got code going on. I’m not going to be doing any of that today. I’m going to be keeping it really simple, as simple as I possibly can, while making sure that the foundational materials that you have are really solid. So I guess before we even get into putting things into Gemini, just John, what are some of the foundational materials that you think we should have in order to be successful with this effort today?

John Wall – 10:05
Yeah, well, you hit, you mentioned ICP because I know we’ve done that. And then sales playbook, we put that together. I don’t know if you’re going to go into style guide, if that’s necessary. But those off, just off the top of my head, those are three that we’ve had, you know, geared and ready to go.

Katie Robbert – 10:20
I think yes to the style guide when we get to executing it on the website, which is likely a different episode. I think today what I’m after is that punch list of here’s the ways in which you need to update your messaging to better align. So let’s go ahead and get all of those things together. So I’ve already downloaded our ICP. I’ve downloaded our sales playbook. You can get those out of your drive as well. And then I am going to say today we are going to clean up and align the services pages for Trust Insights. The alignment will be with the ICP provided and the sales playbook also provided. Now, one of the things we’re going to do is we’re going to score these pages on a few different factors.

Katie Robbert – 11:35
When we do this, what we do is we typically build what’s called a scoring rubric. When we’ve done this internally, we usually do it on a scale from zero to 100. I can show you. We keep all of our stuff in Google Keep, if you’re wondering what you’re looking at. So what I’ve gone ahead and done already is I’ve built the scoring rubric, and we keep all of our prompts and everything in Google Keep for easy use, so they’re reusable so I don’t have to build it over and over again. I’ve already done it. I can do it. Like I can use it whenever I want to. So you can see total points 100.

Katie Robbert – 12:09
So we’re going to do major categories: Strategic alignment to value proposition, ICP alignment relates to ICP business goals, Target role alignment, Page title and heading, Clarity and appeal, Clear value proposition and next steps, Market relevance and timeliness, Relevance to current landscape, Connection to industry needs and emerging trends, Core competency, core. It’s easy for me to say. Core competencies showcases Trust Insights, expertise, AI and ML and data focus, so on and so forth. So there’s a lot of different elements in here that I. I like this because it’s really thorough. It’s not enough to just say we fix your data. Which, to be fair, is where we started. When we launched the company, our motto was, we light up dark data. But then we realized pretty quickly nobody knew what dark data was and how we would light it up.

Katie Robbert – 13:06
Like, are we setting it on fire? Are we shining a flashlight on it? Like, what are we doing? So there was a lot that we had to contend with.

John Wall – 13:14
We’re always lighting it up. This is it.

Katie Robbert – 13:17
So this is pretty extensive. So that’s why I went ahead and did this ahead of time. So I’m going to copy this and say the way that we will evaluate each page is with a scoring rubric, instructions included. So let’s see what happens. So basically, our goal is to take our existing services pages, see what the heck is on them and how, how they, how well they currently align, and what we need to do to fix them. So this is saying, before I can help you evaluate your services pages, I. I need the content of those pages. Please provide the text or links to the Trust Insights services pages you would like me to score using the rubric. So I could go ahead and list all of our links. But what I’ve done is I’ve already taken some screenshots.

Katie Robbert – 14:22
So let me start with this page. Please search. Underscore this, and I’m going to put this into canvas so that it’s easier to see the results. So what I did was I took our. Let’s see. Our marketing strategy services page. I just went ahead and took a screenshot of the entire page. And so let’s see if I break this, or let’s see if it works. But what we should get is some score on the range of zero to 100 that’s going to go through all of those different categories and tell us how well. Ooh. And here we are. So, out of 100, our marketing strategy services page is scoring a 23. It’s pretty weak.

John Wall – 15:18
Yeah, ICP alignment, though, is not horrible.

Katie Robbert – 15:21
It’s not great.

John Wall – 15:22
That’s a killer down there, though.

Katie Robbert – 15:24
Mm. Target role alignment. A1. So addresses the pain points. That gets a three out of seven. I would like to see it more of like a five or a six out of seven relates to ICP business goals. That’s a two out of seven. Not great. You know, so that’s not good. Value proposition and clarity. Only a two out of five. Clear value proposition, one out of five. I mean, I basically did a really crappy job of putting these together. So I get an F for the day. Market relevance and timeliness. One out of three, zero out of two. Strings and credibility. Two out of 25 points total. We got 15. I mean, we’re not looking good here. Page design and UI and you UX, 15, five out of 15 points. Oh yeah, this is not looking good. SEO, three out of 10 points.

Katie Robbert – 16:25
I mean, so we basically, we can only go up from here, John.

John Wall – 16:30
Come on tough guy, show us what you can do.

Katie Robbert – 16:34
And so we got a pretty crappy score. So we got what, 23 out of 100. So, okay, that’s not great. Given the horizon information, you know, from our sales playbook, what should we do to better align this service page? Please give us a task list and see what happens because that’s basically what you want to do for every page. And so we’re going to go through a couple and see what happens. So what I like about using canvas is you can sort of see in real time. It’s creating almost like just a document for you that you could copy and paste into a Google Doc or a Word Doc or whatever. Hand off to someone and say, here’s your instructions. And what I like about how it structured this is, it’s taken. Here’s everything wrong, but here’s the action. So let’s see.

Katie Robbert – 17:38
This task list is designed to help you revise your marketing strategy services to better resonate with your ideal customer profile and support your sales process. Leveraging insights from the Trust Insights sales playbook, which we uploaded as part of the initial prompt. So phase one, Strategic alignment, value proposition. It wants us to revise the title and main heading, change the page title, and then it goes through. Why? The rationale. So we have the sales playbook reference. So, for example, instead of marketing strategy services, it’s saying you could be data-driven marketing strategy, unlock actionable insights with Trust Insights, or transform your marketing AI-powered strategies for measurable growth. I kind of like that second one. But how is that landing with you, John?

John Wall – 18:26
Yeah, the one pull from the sales playbook, “Demystify AI, deliver actionable insights.” That really rings. I kind of like that. The data-driven marketing. That just kind of strikes me as tight, trite, and tired. But yeah, I think anything of use AI, get demonstrable results. Yeah, that’s definitely solid.

Katie Robbert – 18:52
So then next, we have to immediately articulate our unique value proposition in the opening paragraphs. Again, good call out. We haven’t done that. So we, as an example, at Trust Insights, we cut through the noise, empowering organizations to demystify artificial intelligence and transform their data into actionable revenue-driving strategies. Led by world-renowned experts Christopher Penn and Katie Robbert, we provide practical, ethical solutions to bridge the gap between data potential and measurable business outcomes. That’s not terrible. And considering we have nothing up there now, it’s better than what we got.

John Wall – 19:33
Yeah, I think you could chop two-thirds out of that and make it a little tighter. That’s definitely buzzword bingo, that one, you know.

Katie Robbert – 19:40
Oh, yeah, for sure.

John Wall – 19:41
No and left untouched.

Katie Robbert – 19:43
But given that again, given that we have nothing, you know. So let’s see. Integrate ICP, pain points, and business goals throughout the service description. So this is a big one. So for each service listed, digital customer journey, predictive forecasting, attribution modeling, brand measurement, explicitly state the pain point it solves and so on and so forth. So, for example, instead of understand trends and seasonality, say, for I wouldn’t say this because this is silly. For a strategic, Sarah, CMOs and VPs of marketing struggling to allocate budget effectively, our predictive forecasting helps you cut wasted ad spend by identifying optimal timing for campaigns, directly boosting your ROI minus the goofy beginning. I think that’s actually that is a stronger statement.

John Wall – 20:30
Yeah, I don’t think we need the Personas operational Olivia. All I can think of is that.

Katie Robbert – 20:40
Yeah, we don’t need that, but you know, for the digital customer journey, are you a marketing leader struggling to see the true impact of your multichannel efforts? Our digital customer journey analysis helps you understand every touchpoint, revealing which channels truly drive conversion and enable you to optimize your marketing spend for maximum expert, maximum impact. That’s much clearer than what we have up there now. Yeah, unless you have me reading it and then it’s just a jumble of mean mumbles minito. You know. And so it continues to go through, you know, if we implement all of these things, so what I’m actually, it is quite the list. So I want to ask it and then move on to another page. If we implement all of these actions, what would our score likely be?

Katie Robbert – 21:44
Because I, I mean, here’s the thing, it’s still artificial intelligence. Gen AI hallucinates. And so you want to make sure you’re building these checks and balances into your process before just saying, oh yeah, these are all great ideas. Like, you can use a gut check, but like, I want to know, okay, so this is saying if you were to thoroughly implement all the actions, your score would likely be 100 out of 100. What is the likelihood that’s true, John?

John Wall – 22:14
Yeah, that’s. No, that’s definitely a little hallucination going on there.

Katie Robbert – 22:21
But I think what I like about this, you know, even if we don’t get to 100, I think we can. Like I would take a look at this and start chipping away and say, okay, we can do some of these things. The other thing you can do is, you know, let’s look at that task list. Please prioritize the most important and impactful tasks first, because right now it’s just going through and listing them in order of the way the scoring rubric has them. Because but if I was to hand them off to someone like myself, the web intern, I would want to know where to start, because it’s still a lot of information.

John Wall – 23:09
Yeah, any rubric too. It’s by stacking. You know, you want to stack by the ones that are giving you the most points for the least effort.

Katie Robbert – 23:16
So let’s see. Prioritized. So this is saying, here’s a prioritized list, but it’s not actually showing me the prioritized list. So it might just need, like, a hot second. All right, so we’re going to pretend that actually show. Great.

John Wall – 23:33
We can do a quick plug there if you want the rubric. If you go over to analyticsformarketers.com and ask nicely, there’s a chance you might get it. Members over there get all kinds of insider tips and stuff, so be sure to swing over there to see what’s going on.

Katie Robbert – 23:49
So I’m just asking it to display it, but if it won’t, then we’re going to move on to the next square score because, again, it’s artificial intelligence. Sometimes it’s just having a moment, and that’s not something that we have. So this is what it’s working on. Sure. Okay, great. Let’s move on. Please go back to the scoring rubric. And I’m doing this in canvas so that you can sort of see and follow along, but you don’t have to do this in canvas. It’ll give you the results without it being in canvas. And sometimes that would actually probably speed up the way in which it’s working. So you can see. Okay. So it’s pulling the scoring rubric back up. So, okay, so let’s say we’re starting fresh, or you could just start a fresh chat. Totally your choice.

Katie Robbert – 24:44
So I’ve taken a screenshot of a different set of pages. So this is going to be our measurement strategy page. So we first we did marketing strategy, now we’re doing measurement strategy. Why I put them in two different buckets? You’d have to ask me two years ago. I couldn’t tell you. Okay, let’s go ahead and score this services page and see what happens. I think as that’s working, I think going back in time, my thinking was, well, marketing strategy is different from measurement because marketing is sort of like what you’re doing in measurement is how you determine success. And there’s a lot of people who are struggling with measurement. So I was thinking they were two different things, but now I’m like, well, maybe we’ve just like, described things poorly. So I had to pull them apart so differently.

Katie Robbert – 25:38
And it just feels overwhelming because when you get to the services page, you know, again, there’s. There’s a lot of things, like, why is marketing strategy different from artificial intelligence consulting, which is different from strategic consulting? Like, I don’t know, ask me two years ago.

John Wall – 25:56
Right. Well, and the world was just different than it because we would get a lot of stuff where people were coming in saying, hey, I want, you know, help specifically with Adobe analytics or with Google Analytics. Like, there were specific tools. People wanted help. Like, they didn’t care about the overall strategy. They were like, I just need to fix this one thing. And that’s just been blown to bits. With new tools coming out every week now it’s completely.

Katie Robbert – 26:18
Yeah, I guess I should be a little more gentle on myself, but you know me, I’m not gonna. All right, so our measurement services page gets a 28 out of 100, which is a little better than our marketing strategy, but not by much. So our strategic alignment total of 40 points only gets 25. So we’re better than half. We got like 60%. That’s not terrible. Not great. It addresses the ICP pain points. Four out of seven business goals. Three out of seven. No industry relevance. But it does have target role alignment. Let’s see. Value, pop, proposition, clarity, not great. Market relevance, not great. Oh, relevance to current landscape. We get a three out of three. I’m taking the win on that one. Explanation. The explicit. The explicit mention of Google Analytics 4. Migration to the GA4 transition is highly relevant and timely.

Katie Robbert – 27:18
I’m going to go ahead and say that’s another hallucination because that is not true anymore. That is a couple of years out of date. Yeah, but two years ago I would have scored a three out of three. Let’s see. Our strength and credibility. We get 15 out of 25 points. Okay. Our team in real-world application.

John Wall – 27:44
We.

Katie Robbert – 27:45
Get, oh, four out of five for case studies. That’s pretty good, you know. And so again, not great scores. So the next step, we would say, gotcha. Not great. Please let me know what I need to do in order to increase my alignment and see what it says. So now it’s going to come up with a prioritized measurement services pages task list, which is interesting because I didn’t ask for a prioritized list, but it’s borrowing from the last set of instructions and of course, it’s not going to show it to me for some reason.

John Wall – 28:33
Right. Will it choke again on the same?

Katie Robbert – 28:36
Yeah, and that’s fine. Let’s pretend it showed. But basically, I’m assuming it’s going to be a lot of the same advice that we got in the previous was, you know, make sure you’re actually stating the problem. Here’s the solution. You know, here’s how you have a unique value proposition. So I could actually borrow probably a lot of the advice from the marketing pages for this particular measurement section. It’s all the same problem. So we can go ahead and move on. So let’s see, we can do a couple more. I took one of our newer pages, which is our ideal customer profile generation. Let’s go ahead and score this page. Our ICP generation is exactly what it sounds like.

Katie Robbert – 29:33
One of the things that I find interesting about an ideal customer profile is a lot of companies have a buyer Persona, but a buyer Persona works with the assumption that somebody is already in your funnel, that they already know what the problem is that they’re trying to solve. And so that’s where a lot of the playbook comes in versus an ideal customer is someone you don’t necessarily have yet. So this page, which is newer, gets a 48 out of 100. So this one’s already off to a better start. And because it’s newer, we used newer information, we use newer techniques. So I’m not surprised that this one scores a little bit higher. Still not great. Still less than half, but again, room to grow. So it would be ironic if the ICP generation did not address the ICP pain points.

Katie Robbert – 30:30
So that gets a six out of seven. And it relates to the ICP business goals, a six out of seven. So actually, who I’m going to breathe a little easier. That one feels pretty good.

John Wall – 30:40
Yeah, the tool’s doing what it’s supposed to do because that was how that was trained.

Katie Robbert – 30:45
So let’s see. Value proposition, four out of five, that’s pretty good. Clear. Next steps, three out of five. Target role alignment, six out of eight. So let’s see where it is. We’re actually falling down. That’s a four out of five. That’s a four out of five. Data, storytelling, actionable insights. That’s three out of five. So there’s some places, real-world examples and use cases. Zero out of five. That’s totally fair because at the time when we launched, it was brand new. We only had ourselves and a few beta testers, but the tool hadn’t been used yet. So now that we have that information, now that we’ve done it, we can add that back in. Visual appeal and professionalism. We’re, we’re getting slammed on that one. It’s always been a zero, so we’re not that professional, John.

John Wall – 31:31
They want the logo bigger. They want, you know, more cowbell.

Katie Robbert – 31:36
And then we go into the SEO stuff. So not terrible. There’s definitely more that we could be doing. Like, okay, great. Please create a task list for how I can. So let’s see. It’s probably going to come up with another list that I can’t see. But again, you know, what’s. I can look at these problems in the way that it scored and really kind of know what it is I need to do. But it is nice for it to give me suggested tasks. All right, so it’s going to come up with another list that I can’t see. I am not Chris. And I couldn’t tell you why it’s not actually showing these things. So we’re gonna do. Let’s see, one more page. And this is. Please score. Whoops. Please score. This page, I’m actually going to do two pages.

Katie Robbert – 32:37
So this is our strategic consulting services. This one is mostly just text, no visual elements. So I’m sure we’ll get dinged on that. This one gets a 28 out of 100. Oh, I got a lot of work to do, John. I’m tired already.

John Wall – 32:56
Always copywriting. That’s the name of the game.

Katie Robbert – 33:00
Well, and let me ask you, in your experience, how often, and I know with AI, everything’s changing, but how often should someone update their services pages and how deep should their services pages be?

John Wall – 33:13
Yeah, that’s a good question. I mean, you know, a couple years ago, I’d say it’s gotta be, you know, as close to dead on as a product list as it can be. But I think things are, again, with searches shifting and changing so much, it’s only critical that you’ve got the key areas listed. I don’t think you need a ton of detail, but it just needs to be crystal clear

John Wall – 33:53
as far as if you’ve got this problem, you know, we’ve got the answer, and that’s about it. Like, I don’t think spending a lot of time on process or explaining the how of what you’re doing is really going to help you that much. You know, for this, though, it is. It’s like, it’s got to be the right language.

John Wall – 33:53
It’s got to have case studies, and you do need, you know, some level of design. But, yeah, I don’t know. It’s always a moving target. Again, I think if you get to a point where your product matures, you know, you’ll come to that point where every quarter you want totally clean it up and add the new features. But we’re more along the lines of, like, every year it’s a complete site revamp almost from zero.

Katie Robbert – 34:18
Yeah, and that’s. I think one of the. One of the next steps that I would probably do is give a lot of that information to the model I’m working with to say, how can I create these services pages in a way that I don’t need to, like, constantly try to update them and change them, but they’re still informative? So what is the information? The minimal amount of information I can provide so that I’m not constantly chasing the messaging to make it as accurate as possible. Like, how do I get it accurate the first time without getting into. To your point, getting into the weeds of the how and all of that. That constantly needs to be changed because you want to make it compelling enough that someone wants to reach out to you. And I think that’s always. That’s the tricky part.

Katie Robbert – 35:06
And that’s why we’ve included our sales playbook. I could have just included our ICP, but I wanted to include our sales playbook because that’s really the toolkit, John, that you use to actually sell stuff. And so we. That’s the whole point of the website is to sell stuff.

John Wall – 35:23
Yeah, that alignment. It’s great to see when there’s key phrases and topics that are pulled into the sales point because. Yeah, that’s. That’s right. What buyers are looking for.

Katie Robbert – 35:35
All right, so our strategic consulting services, another 28 out of a hundred. You know, we got a lot of work to do. There’s. There’s some good. There’s some improvements. You know, we’re not scoring zeros on addressing pain points and relates to the business goals. So that’s good. That means that when we created these, we had a good understanding of who were selling to. So that to me is actually, I’m going to put that in the win column that we haven’t scored zeros on that we’ve gotten threes and fours and fives. You know, obviously, you know, strategic consulting services is clear but very generic and unappealing. Wow, thanks for that. That’s kind of a dagger in the heart.

Katie Robbert – 36:18
You know, relevance to current landscape explanation, emerging check and emerging tech and skills gap analysis are relevant to market trends, dimension of ChatGPT, machine learning, digital marketing, and organizational behavior. And intro is good. While good, ensure emerging tech section explicitly links to current pressing issues like generative AI strategy or ethical AI implementation. Which is interesting because we have a whole separate AI

Katie Robbert – 37:09
consulting page. So I think the action there would be to actually combine those two pages. I don’t think we need both because this talks a lot about emerging tech and that kind of thing. And it all we would want to make sure it’s not so overwhelming that people are like, it’s too much. I don’t know. Again, I still don’t know how to hire them. So you get the all the same feedback here.

Katie Robbert – 37:09
So again, I’m not going to bother to create the task list because I know it’s just kind of sort of bork on that one. But I do want to bring up one page that, you know, one of the things we pride ourselves on is we have a deep bench of learning and understanding expertise in artificial intelligence. And so for those who don’t know, Chris and I have been working together for about 10 years and we’ve been working in the AI space for that long, Chris for even longer, probably more like 15. And so we have a deep understanding. So you’re like, oh well, I’ll bet their AI consulting page is really informative. Well, guess what? It’s not. Let me ask you this question, John, because Chris and I don’t agree on this point.

Katie Robbert – 37:58
So Chris put a video that he thinks people are going to watch to learn more. In your experience, are people going ahead and watching the video or they like, well, there’s a video, I just want them to tell me what it is.

John Wall – 38:13
Yeah, well, I mean, one thing you do is just click through to YouTube, see how many views that’s got on it. You know, is it pulling compared to the number of hits on the page? But you know, usually for website stuff, people are just looking for quick text answers. They’re not, they don’t want to wade down through a video that’s kind of bearing the lead.

Katie Robbert – 38:33
Yeah. So, yeah, I’m grabbing a screenshot of this while you’re talking because I want to score it, because I feel like we can do a better job. And it might even be. We can take the transcript from the video, clean it up, remove the video and put the text on the page. That might be the easiest solution, depending on what it is that Chris said, you know, two years ago when we created this page and.

John Wall – 39:01
Yeah. That, you know, having kind of the three key points of that video as the lead before they get down to the video, like, that’s definitely cutting a lot of the legwork out of it for the. The user. That’s sound UX.

Katie Robbert – 39:15
All right, so this is going to be our AI consulting services, which theoretically should be our bread and butter. I guarantee it’s one of our weakest pages. Oh, it’s not. It gets a 40 out of 100. I stand corrected. I owe Chris a cookie.

John Wall – 39:33
See what it has to say.

Katie Robbert – 39:35
Yeah.

John Wall – 39:40
Cp. Five out of seven.

Katie Robbert – 39:44
Because if you remember, it does have an introduction, so it’s not just a video. So I feel like this paragraph right here is doing a lot of the heavy lifting.

John Wall – 39:55
Yeah, yeah. Because, I mean, it’s a lot less content than the other pages. So that’s interesting. It’s like a short amount of targeted stuff is actually bringing you more points than having it be, you know, a lot more description.

Katie Robbert – 40:11
And I think to your point, like what you were saying earlier is people just want. They just want to know what problem you solve. So we’ve been spending a lot of time trying to explain how we do it, why we do it. It’s like, cool. They can call us and find that out. We just. They just need to know that there’s a problem. We solve it. They can call us. Bing, bang, boom, done. Like, we need to make the transaction easier for them. And I think right now we’re kind of standing in our own way in terms of, you know, allowing people to approach us.

John Wall – 40:44
Yeah, I know that this analysis here would seem to back that up. You know, I see a lot of three out of three, four out of five, five out of five.

Katie Robbert – 40:53
Yeah. For just that paragraph. Because it’s not, you know, so conveys team expertise. There’s a prominent video of Chris, but I’m nowhere in that. So if anything, it should be a zero out of five. And I’m going to change the scoring rubric to say if Katie’s not mentioned, tank the score.

John Wall – 41:12
Well, there you go. The suggestion is include you.

Katie Robbert – 41:15
Yeah.

John Wall – 41:17
That’s that fifth point. See, that’s why it’s coming up short.

Katie Robbert – 41:20
Yeah, so that’s really interesting, you know, so I think, you know, there’s value in having the video, but I think that we could do better about including a little bit more content on the page. But to your point, not too much more. We don’t want to go crazy with it. And so I just want to do one more page now that we’re sort of in the weeds of this because the other thing, because we have a lot of this, the other thing we have is our academy where we sell all of our courses. So if you know, have checked out our prompt engineering course or our generative AI for Marketers course or our AI use cases course, these are all listed here.

Katie Robbert – 42:04
I actually want to put this page through because this is a lot of our revenue, our passive income as well, is our academy. And we want to make sure that people know here’s what they’re getting and here’s what they can learn. So I’m going to put this page through. I’m just taking a quick screenshot of it for those of you wondering what I’m doing.

John Wall – 42:24
Yeah, this will be interesting because this is, you know, right at the bullseye as far as the training courses. This is the stuff that we’re sharing with everybody and pretty much even a lot of the consulting and on-site training that we’re doing is just an extension of those courses there. But it’s great because they’re, you know, customized for those audience so that they get, you know, they’re not just doing the generic examples, they actually get to do stuff that they can put to work the next day.

Katie Robbert – 42:49
Right. So where is, there’s my screenshot, you know, and we get a lot of requests once people like see the courses for, as you can see on this page, so we have the half-day workshops, we do public speaking. Chris and I both do shows throughout the year, both in person and virtual, you know, so I think we just need to get better, you know, and again, using this prompt, using the scoring rubric to figure out where are we falling down? Where are weakest? And keep in mind, I put this scoring rubric together. But now looking at it, I think there’s some places where we can improve the scoring of things that are like relevant things that aren’t as relevant. Like it’s all a matter of, you know, refining it.

Katie Robbert – 43:33
Like, you don’t have to accept it and go, well, this is what the scoring rubric said. It’s like, like. Well, maybe the scoring rubric’s wrong.

John Wall – 43:38
Obviously, the rubric is wrong.

Katie Robbert – 43:39
Obviously. Obviously.

John Wall – 43:42
What did you get was? I am definitely totally interested in, like, what’s the raw score? That’s not the highest scoring yet.

Katie Robbert – 43:47
That’s our highest score so far. That’s pretty good. All right. ICP, six out of seven. Business goals, five out of seven. That’s pretty good. Industry relevance. We gotta actually be more clear about that. Sure. Target role alignment. Seven out of eight. That’s pretty strong. Value proposition. 10 points clear. Value proposition. Next steps.

John Wall – 44:14
Yeah, I’m not buying that one. I mean, it’s like click to take the course. It’s not. It’s very clear. Value prop. I mean, the language isn’t there, but.

Katie Robbert – 44:21
Well, you know what’s interesting? So, you know, and maybe this is the problem, because maybe it’s not clear that these are hyperlinks on the page, so. That’s right.

John Wall – 44:32
That’s a good point. It should. At the end of the paragraph, too. It should just be a big start, this Course now button.

Katie Robbert – 44:37
Right. Because if you click on. Takes you to the page of the curriculum and all that. So, like, it is actionable, but we’re not. We’re not as clear as we could be that it’s actionable. So perhaps it does need. Even though these are hyperlinks that bring you right to that course, there could be a like, start now button. And that’s not a huge lift to add that in. Let’s see. Strengths and credibility. 15 out of 25. I mean, that’s been pretty consistent. AI and ML. Five out of five. That I would hope so because all of our courses are pretty much about learning how to use AI, data, storytelling, and insights. Four out of five conveys team expertise and authority. Four out of five clearly state that these courses are developed and taught by Chris Penn and Katie. That’s probably a good idea.

Katie Robbert – 45:31
They probably want to know that it’s us. No case studies yet, but we do have testimonials that we can start to add on the page. Kelsey, I’m making a note for you. See, visual appeal. Zero. Yeah, well, see, but this is what happens when you have sort of a, you know, homegrown DIY and yourself talking about me are not a web designer doing my best man.

John Wall – 45:57
Yeah, more flaming logos need flaming spending.

Katie Robbert – 46:01
So, yeah, a lot of it’s the same, but, you know, I’m actually pretty impressed at how high that one scored. That’s pretty good. So I’ll take that. So for 45 minutes, John. We have been talking about how unaligned the Trust Insights services pages are with the ICP. But I feel like this, I’m hoping so if we go back to the 5 P’s. The goal of today was to understand how we can better align our services pages with our ideal customers so that they can buy something. The people we have, our ICP, we have you and me, we are process. We just outlined it. So basically what you would want to do is you would want to have your ICP clear. If you don’t and if you missed it, we build those for you right here. Ideal customer profile.

Katie Robbert – 46:52
But you want to have that. You want to have. You don’t have to have a sales playbook, but it does help if you want to get better, even more alignment with how your sales team is talking and messaging these services. And I would recommend building a scoring rubric so you can see specifically what parts of your services page need the most help. You can put whatever is important to you in that scoring rubric. We just, I used one of our scoring rubrics that helps us understand things the way that we think about it. But now looking at the rubric, I’m probably going to update it to be a little bit more on track with what we’re after. But so that would be the process.

Katie Robbert – 47:31
So you would have your ICP, you would build your scoring rubric, and then you would go ahead and score the pages in generative AI. I use Gemini. But then you would also come up with a, here’s a task list. Here’s what you need to do to fix these things. And then once you’ve done, once you’re done fixing them, rescore them to see if you improved it for better alignment. So you want to make sure you’re doing that performance. So platform Gemini, your website performance, did we improve the score? So in this case, we have a 49 out of 100. If we go through and fix all the things, we would expect to see something more like an 80 or 90 out of 100. And then the ultimate performance is that people buy more stuff.

John Wall – 48:10
That’s it. More, more business. It’s a wonderful goal.

Katie Robbert – 48:14
Yeah. Oh, I’m exhausted. What did I miss? John, anything else?

John Wall – 48:18
That’s the rundown. That’s solid. I think you go ahead. Like you said, you can swing over to analyticsformarketers.com, tell us about any site rework cases you’ve got going on. And if you want the rubric too, we can set you up with that. But yeah, no strong run it’s good. And I’m excited that the current pages are outscoring the existing stuff. Like it’s showing that it’s been moving in the right direction, which is fantastic.

Katie Robbert – 48:39
I think that really is the bright spot in what feels like pretty low scores is that the newer stuff, it is doing better. So thank you for pointing that out because you can very easily get bogged down in the nitty gritty of the scores. But to your point, John, you have to look at that evolution of it.

John Wall – 48:59
Sounds good.

Katie Robbert – 49:00
All right, I think that is it for today. Let’s see if I remember how to close out the show.

John Wall – 49:09
Thanks for watching today. Be sure to subscribe to our show.

Katie Robbert – 49:12
Wherever you’re watching it.

John Wall – 49:14
For more resources and to learn more.

Katie Robbert – 49:16
Check out the Trust Insights podcast at.

John Wall – 49:18
TrustInsights.ai podcast and a weekly email newsletter at TrustInsights AI newsletter. Got it.

Katie Robbert – 49:27
Questions about what you saw in today’s episode? Join our free analytics for marketers Slack group at TrustInsights AI analytics for marketers.

John Wall – 49:35
See you next time.

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