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

Well, hey everyone. Happy Thursday. Welcome to So What, the Marketing Analytics and Insights Live Show. I'm Katie and I am joined by John today. Yes, Chris is on the road, so it's it's so low.

Me and my hostage video here. Uh you can't see it, but very clever behind John. So John is in the Berkshires today, and he is at the workshears. Uh very clever. I love it.

Um it's tough because I 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 and I wish we had a better camera setup, but here we are. Um 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. 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, uh 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.

Um, on our website, which we have built completely ourselves, minus some uh web development for the 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 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 uh 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, uh fractional team member, and then we have our training and education. So we have our academy, workshops, speakers, uh, and so on and so forth. 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? 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 morphed three or four times in the past eight years, you know, as far as what people are looking for. It's kind of as the bar moves forward, you know, we started with machine learning using that to power analytics, but then AI popped in on the scene and this kind of changed everything, added a bunch of new options. So, yeah, in a perfect world, you know, you over like a three year cycle, you would start with something like this, you know, explain here's what we do, but then ultimately this would just morph into case studies. 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, 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 uh you know a lot of the stuff up here we have a small group of customers and they don't want to talk about what we 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 we 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 which is a thing.

Well I was gonna say you know who do we think is gonna do that because you're looking at the guy who does that right and it's always uh 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 it's now a pain point as opposed to just not being a hundred percent accurate. 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? Um well and it's interesting because you bring up the point about case studies and today isn't about case studies but um 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 you know, uh decrease turnover by 10%. Like a lot of times, especially in consulting in the services industry, you don't have results like that necessarily. 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? No, it's definitely chicken and egg because 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 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 is our job and now suddenly are AI experts, you know, like processing data and answering uh questions as the part of it. But yeah, we 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. And so it speaks directly to that but if nothing else at least it's just proof that you know again we're we're a reputable business. 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 um 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 five Ps correctly, so purpose, people, process, platform, performance, purpose, uh, 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. And at some point, I think we'll be able to do the same exercise with our case studies. Um, people, so we have our ICP, which we already have documented, and then uh 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 uh me as the web intern who is then going to be making the changes on the website. Process management MIT. I mean, in a small business, you just gotta do what you got to do. Uh process, we'll go over in a second, but there is actually a process that we're gonna go through to get from this page to an ideal, you know, a better page pro uh platform. We have our website, we have Google Gemini, and we have some PDFs.

Um, and then performance. It'll be a longer uh 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 gonna find that out, one of the ways we're gonna measure is we're gonna create a scoring rubric. So if you haven't uh created a scoring rubric before, we've done this in past episodes.

Go to trustinsights.ai/slash YouTube, go to our so what playlist, we've built scoring rubrics. Uh, we've built ICPs, we've built a sales playbook, which is one of the tools that we're going to be using today. 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 gonna swap and take things out of the oven.

That's it. That's what they want to see the magic. They want to see the magic. I am gonna start with a blank slate. So usually when uh 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 gonna be doing any of that today. I'm gonna 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, John, what are some of the foundational materials that you think we should have in order to be successful with this effort today? 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 gonna 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.

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 uh all of those things together. So I've already downloaded um our ICP. I've downloaded our sales playbook.

You can get those out of your drive as well. And then I am gonna say today we are going to clean up and align the services pages for insights. The alignment will be with the ICP provided and the sales playbook also provided. Now uh one of the things we're gonna do is we're gonna score these pages on a few different um factors. So when we do this, what we do is we typically build what's called a scoring rubric.

So when we've done this internally, we usually do it on a scale from zero to 100. And I can show you. So 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 and over again. I've already done it. I I don't I can do it like I can use it whenever I want to. So you can see total points, 100. So we're gonna do major categories, uh strategic alignment to value proposition, uh, ICP alignment relates to ICP business goals, target role alignment, um, page title and heading clarity and appeal, clear value proposition and next steps, market relevance and timeliness, relevance to current landscape, connection, connection to industry needs and emerging trends, core company show core.

It's easy for me to say core competencies, showcase, showcases trust insights expertise, AI and ML and data focus, so on so forth. So there's a lot of different elements in here that 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. 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. We're always lightning. This is it.

So this is pretty extensive. So that's why I went ahead and did this ahead of time. So I am going to copy this and say the way that we will evaluate each page is with a scoring rubric, instructions included. So basically, our goal is to take our existing services pages, see what the heck is on them, and uh 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 need the content of those pages.

Please provide the texture links to the Trust Insight 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. So let me start with this page. Please score this. And I'm gonna 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 a hundred that's gonna go through all of those different categories and tell us how well. Oof, and here we are.

So out of a hundred, our marketing strategy services page is scoring a 23. It's pretty weak. Yeah, ICP alignment though is not horrible. It's not great. That's a killer down there though.

Mm-hmm. Target role alignment, a one. So addresses the pain points, it gets a three out of seven. I would like to see it more of like a five or a six out of seven. Uh relates to ICP business goals.

That's a two out of seven, not great, you know. Uh, so that's not good. Value proposition and clarity. Um, only a two out of five. Uh 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. Um market relevance and timeliness, one out of three, zero out of two, strengths and uh credibility, two out of 25 points total. We got 15. I mean, we're not looking good here.

Um page design and you uh and you you UX 15, uh five out of 15 points. Yeah, this is not looking good. SEO, three out of 10 points. I mean, so we basically we can only go up from here, John. Say, Jim Hyde, come on, tough guy.

Show us what show us what you can do. And so we got a pretty crappy score. So we got what, 23 out of 100. So, okay, that's not great. Given the 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 gonna go through a couple and see um 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's structured this is it's taken here's everything wrong, but here's the action.

So let's see. 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. Um it wants us to revise the title and main heading, change the page title. Um, 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 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? Yeah, I let the one poll from the sales playbook, demystify AI, deliver actionable insights. That's that really rings.

I kind of like that. The um data driven marketing, I you know, that just kind of strikes me as tight, trite and tired. Um but yeah, I think you know, anything of like use AI, get demonstrable results. Like, yeah, that's definitely solid. Um, so then next we have to uh 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 actional revenue driving strategies, led by world renowned experts, Christopher Penn and Katie Robert. 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, uh it's better than what we got.

Yeah, I think you we could chop two-thirds out of that and make it a little tighter. That's definitely buzzword bingo, that one. You know, oh yeah, for sure. No left untouched. But given that, again, given that we have nothing, you know.

Uh, so let's see. Integrate ICP pain points and business goals throughout the service description. So this is a big one. So for each services listed, digital customer journey, predictive forecasting, attribution modeling, brand measurement, explicitly state the pain point it solves, and so on and so forth. Uh so for example, instead of understand trends and seasonality, say for I wouldn't say this, because this is silly.

For a strategic SARS, CMOs and VPs of marketing struggling to allocate budget effectively, our predictive forecasting helps you cut wasted ad spend by identifying optical timing for campaigns, directly boosting your ROI. Minus the goofy beginning. I think that's actually that is a stronger statement. Yeah, I don't think we need the uh the personal operational Livia, all I can think of is that being big. Yeah, we don't need that.

But uh, you know, for the digital customer journey, are you a marketing leader struggling to see the true impact of your multi-channel efforts? Our digital customer journey analysis helps you understand every touch point, revealing which channels truly drive conversion and enable you to optimize your marketing spend for maximum expert, uh 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 uh mean mumbles menino um you know and so it continues to go through you know if we uh implement all of these things so what I'm actually it is quite the list um 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 because I don't 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 a hundred out of a hundred what is the likelihood that that's true John yeah that's uh no that that's definitely uh a little hallucination going on there but I think what I like about this you know even if we don't get to a hundred I think we can continue 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 prior 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.

But if I was to hand them off to someone like myself, the web uh intern, I would want to know where to start because it's still a lot of information. And yeah, any rubric too. It's by stacking, you know, you want to stack by the ones that are gave you the most points for the least effort. Mm-hmm. 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 gonna pretend that that actually showed great.

We can do a quick plug there if you want the rubric. If you go over to analytics for marketers and ask nicely, there's a chance you might get it. Um members over there get all kinds of insider tips and stuff. So be sure to swing over there to see what's going on. So I'm just asking it to display it, but if it won't, then we're gonna move on to the next score.

Um, because again, it's artificial intelligence sometimes it's just having a moment, and that's not something that we have. Uh 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. Um, 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 uh 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. Um, so I've taken a screenshot of a different set of pages. So this is gonna be our measurement strategy page. Um, 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, and it just feels overwhelming. Because when you get to the services page, you know, again, 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. Right. Well, it and the world was just different then 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 to help around, 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 a complete control. Yeah, I guess I should be a little more gentle on myself, but you know me, I'm not gonna. Um, all right, so our measurement services page gets a 28 out of 100, uh, which is a little better than our marketing strategy, but not 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. Um, 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.

Um, let's see, value pop proposition clarity. Uh, 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. Uh explanation. The explicit the explicit mention of Google Analytics for migration to the GA4 transition is highly relevant and timely. I'm gonna 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. Uh let's see. Our strength and credibility, we get 15 out of 25 points.

Um, okay. Our team in real world application. We get oh, four out of five for case studies. That's pretty good. Um, 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. Let's 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. Um of course it's not going to show it to me for some reason.

Right. It will it choke again on the same. 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. Um, you know, here's how you have a unique value proposition. So I could actually borrow probably a lot of the uh 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. Okay, let's go ahead and score this page. So our ICP generation is exactly what it sounds like.

So 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 uh 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. Um 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, uh, 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. So that gets a six out of seven, and it relates to the ICP business goals, a six out of seven. So actually, I'm gonna breathe a little easier.

That one feels pretty good. Yeah, the tool's doing what it's supposed to do, because that was how that was trained. Um, so let's see, value proposition, four out of five. That's pretty good. Clear uh next steps, three out of five.

Target roll alignment, six out of eight. So let's see where it is we're actually falling down. Um, that's a four out of five, that's a four out of five. Data storytelling actionable insights, that's a 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, 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. Uh, 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. They want the logo bigger. They want, you know, more or cowbell. Um, 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. And so let's see. It's probably gonna 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's 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 gonna come up with another list that I can't see. I'm not Chris, and I couldn't tell you why it's not actually showing these things. Um so we're gonna do, let's see, one more page. And this is please score.

Whoops. Please score this page. I'm actually gonna do two pages. Um, so this is our strategic consulting services. Um, 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. Always copywriting is the name of the game. Well, and let me ask you in your experience, how often?

And I know you know, with AI everything's changing, but how often should someone updated their services pages? And how deep should their services pages be? Yeah, that's a good question. I mean, uh, you know, a couple of 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 as far as if you've got this problem, you know, we've got the answer. Um 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 gonna help you that much. Um, you know, for this though, it is it's it's like it's gotta be the right language, it's gotta 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 to 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. Mm-hmm. Yeah. And that's I think one of the phase 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 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. 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. Yeah, that alignment is 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. Um our strategic cult consulting services, another 28 out of 100.

You know, we got a lot of work to do. There's there's some good, there's some improvements. Um, 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 we were selling to.

So that to me is actually, I'm gonna put that in the win column that we haven't scored zeros on that, that we've gotten threes and fours and fives. Um, you know, obviously, you know, strategic consulting services is clear but very generic and unappealing. Wow, thanks for that. That's that's kind of a dagger in the heart. Um, you know, relevance to current landscape, uh, explanation, emerging check and emerging tech and skills gap analysis are relevant to market trends.

The mention of chat GPT, machine learning, digital marketing, and organizational behavior in the 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 consulting page. So I think the action there would be to actually um combine those two pages. I don't think we need both. Um, 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. Um, so you get the all the same uh feedback here. So again, I'm not gonna bother to create the task list because I know it's just gonna sort of bork on that one, but um 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 and 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. Um, let me ask you this question, John, because Chris and I don't agree on this point. So Chris put a video that he thinks people are gonna watch to learn more.

In your experience, are people going ahead and watching the video, or are they like, well, there's a video, I just want them to tell me what it is. 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? Um but I 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.

Um that's kind of burying the lead. Um, a screenshot of this while you're talking. Because I want to score it because I feel like we could 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 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 uh cutting a lot of the legwork out of it for the the user, and that's sound UX.

All right, so this is gonna 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.

Let's see what it has to say. Yeah. CP five out of seven. 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. 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.

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. Yeah, I don't know. That this analysis here wouldn't seem to back that up. You know, that I see a lot of three out of three, four out of five, five out of five.

Yeah. For just that paragraph because it's not uh, 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 gonna change the scoring group to say if Katie's not mentioned, tank the score.

Well, there you go. The suggestion is include you. Yeah. That's that fifth point. See, that's why it's coming up short.

Yeah. Um, so that's really interesting. Um, 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.

Um, 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. Um, the other thing we have is our academy where we sell all of our courses. So if you, you know, have checked out our prompt engineering course or our generative AI for marketers course, or our um AI use cases course, these are all listed here. I actually want to um put this page through because this is a lot of our uh 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 gonna put this page through.

I'm just taking a quick screenshot of it for those of you wondering what I'm doing. 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 audiences 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. Right.

So where is there's my screenshot? Um, you know, and we get a lot of requests once people like see the courses for uh, as you can see on this page. So we have the half-day workshops, we do uh 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 uh using this prompt using the scoring rubric to figure out where are we falling down, where are we 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. Like you don't have to accept it and go, well, this is what the scoring rubric said. It's like, well, maybe the scoring rubric's wrong. Obviously, the rubric is wrong.

Obviously, obviously. But what did you get? I am definitely totally interested in like what's the raw score. 49. That's not the highest scoring yet.

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 got to 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. 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 problem.

I mean, the language isn't there. 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. 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. Right. Because if you click on it, it 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. Um, let's see, strengths and credibility, 15 out of 25. I mean, that's been pretty consistent. Um, 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.

Uh data storytelling and insights, four to 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. They probably want to know that it's us.

Um, 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. Um see visual appeal, zero. Yeah. Well, see, but this is what happens when you have sort of a you know homegrown DIY and you yourself, talking about me, are not a web designer.

Doing my best, man. Yeah. More flaming languages. Need flaming spending loops. Um, 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 five Ps, 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. Um, we are process, we just outlined it. So basically, what you would want to do is you would want to have your ICP clear. Um, if you don't, and if you missed it, we build those for you right here, ideal customer profile.

Um, 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 talking and messaging um 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 gonna update it to be a little bit more uh on track with what we're after.

But so that would be the process. 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 a 90 out of 100.

And then the ultimate performance is that people buy more stuff. That's it. More more business. That's a wonderful goal. Yeah.

Whew, I'm exhausted. What did I miss, John? Anything else? That's the rundown. That's solid.

I mean, you go ahead and like you said, you can swing over to Analytics for Marketers. 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 uh yeah, no, strong run. It's good to 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. I think that really is, you know, sort of the the bright spot in what feels like pretty low scores is that the newer stuff, it is doing better. So, you know, thank you for pointing that out because it can it can you can very easily get bogged down in the nitty-gritty of the scores. But to your point, John, you have to look at sort of that evolution of it. Sounds good.

All right. I think that is it for today. Let's see if I remember how to close out the show. Thanks for watching today. Be sure to subscribe to our show wherever you're watching it.

For more resources and to learn more, check out the Trust Insights Podcast at TrustInsights.ai slash TI podcast and a weekly email newsletter at TrustInsights.ai slash newsletter. Got questions about what you saw in today's episode? Join our free Analytics for Marketers Slack group at TrustInsights.ai slash analytics for marketers. See you next time.