There’s discussion in the marketing world about whether website content still matters.
After all, search and social media no longer drive traffic to your site, and with AI-driven search (GEO) pulling from third-party sources, businesses may wonder – “Why bother creating content for our site?”
But, maybe your site content matters now more than ever because:
· Your site is still the hub of your marketing efforts – and the only piece of digital real estate you fully own and control
· Content on your site (e.g., blogs, case studies) informs GEO
· It provides a place for prospects to conduct research (which most buyers prefer to do before they speak to a sales rep) – and helps convince them to become customers
Not to mention, for PR (or earned media – aka media coverage) to be as effective as possible, your owned media (aka content) should be robust – and align with what other sources are saying about your company.
My guest Gill Andrews, a conversion optimization specialist, copywriter, and web consultant, and me discuss how teams can evaluate and shore up their content to address these needs.
Show summary:
In this episode of PR Explored, host Michelle Garrett, a PR consultant, author, and writer, welcomes conversion rate optimization specialist and website consultant/copywriter Gill Andrews, who shares her work helping service providers and SaaS optimize websites and teaching through content, books, and Udemy courses.
They discuss why websites are often neglected (overwhelm, unclear starting point, long service-provider sales cycles, and lack of immediate ROI) and argue that content still matters as the hub of owned media supporting PR and credibility.
Gill emphasizes a “decent” website built on clarity, relevance, value, and trust, using customer language and specificity rather than vague, “fancy” positioning.
Key content includes homepage, service/offer pages, about and contact pages, plus testimonials/case studies where possible; blogs can support trust and search/AI visibility but may be less effective than before.
They also highlight design-copy alignment, avoiding friction, and keeping pages current amid changing buyer expectations and AI.
00:00 Welcome to PR Explored
00:49 Meet Gill Andrews
02:53 Where to Follow Gill
05:44 Does Website Content Matter
06:33 Why Websites Get Neglected
10:50 Clarity Relevance Trust
12:16 Stop the Buzzword Copy
17:28 Use Customer Language
19:34 What Content to Publish
24:10 Building Trust Without Proof
25:25 Specificity Builds Credibility
27:47 Website Confidence and Fit
29:43 Why Websites Matter
30:16 Design And Usability
30:59 Friction Speed Bumps
34:49 Brand Trust Alignment
37:14 When Ugly Works
39:16 Buyer Research Reality
44:42 Content Quantity Strategy
45:06 Blogging And AI Visibility
50:10 AI Copywriting Limits
52:51 Learning And Creativity
55:14 Wrap Up And Connect
Show notes:
Gill Andrews on LinkedIn: https://www.linkedin.com/in/gill-andrews/
Gill Andrews website: https://gillandrews.com/
Full transcript:
Does Website Content Still Matter? Clarity, Trust, and CRO with Gill Andrews
Does Your Website Content Still Matter_
Michelle Garrett: [00:00:00] Hello, everyone, and welcome to another episode of PR Explored. PR Explored is a video podcast where we delve into trends and topics related to public relations. I’m your host, Michelle Garrett, a PR consultant and writer, and my guest today is Gill Andrews, and I’m so happy to have Gill with me today.
Welcome, Gill.
Gill Andrews: Thank you so much. Really happy to be here.
Michelle Garrett: Yay. And Gill and I have known each other for a while, and we’ve, we worked together a little bit. and, I’ve always been a big admirer of yours, and I know you have many, irons in the fire always. I know you’ve written… How many books?
Have you written two books?
Gill Andrews: Two. Two. Two.
Michelle Garrett: Two books. And I… Why don’t you just tell us a little about yourself, and I will, put a couple of links over here for people to, to look at your work and maybe connect with you on LinkedIn too, [00:01:00]
Gill Andrews: Sure thing. my name is Gill Andrews, and I’m a conversion, rate optimization specialist and a website consultant and copywriter.
I help service providers and SaaS, optimize their websites to get more inquiries through we- the websites. And, as Michelle already mentioned, I teach people how to do it if they do not wanna hire me or don’t have the budget to hire me, and I do it through publishing content on my blog, on social media, and of course putting them into books and courses.
I indeed wrote two books. They belong to the same series called Making Your Website Work. They’re available everywhere books are sold online. And I also have a couple of, Udemy courses. So much about me.
Michelle Garrett: Yeah. Yes, and you, I trust you because, there are, are, always choices in every, Yes
service provider [00:02:00] industry. And I, just feel like everything that you offer is, practical and it’s, you know, what you’re talking about. I feel like that you are a true expert in your space,
Gill Andrews: Oh, thank you so much. Thank you for kind words.
Michelle Garrett: And-
Gill Andrews: And it did me- it does mean a lot. I don’t know who’s listening exactly, but if you’re also in the space where you put yourself out there, put…
give people tips, try to, showcase your expertise, it’s not that often that you get a comments, especially positive comments, because it’s understandable, a lot of people are strangers. They see your content, they just move on with their lives. And indeed people making an effort to write you a message, an email, DM, a comment, that really appreciates what you’re doing, I think it is so important to content creators because we do not get enough of this really.
So thank you so much. Really means a lot.
Michelle Garrett: Oh, yes. and I, I know Gill’s active on LinkedIn, but you were just talking about how you’re active on Instagram and I don’t know, [00:03:00] I know, you know- You have your site and any… Where else are you on social that people can-
Gill Andrews: no, actually I’m, not doing that much, but you’re right, I have too many irons in the fire.
And I think it’s actually, some- not something to be proud of because I’d rather be more focused. I used to blog a lot, but at some point I, figured out, especially I put everything in my books. After 10 years I ran out of topics to write about, to be honest.
Everything I would like to talk about is too niche, and I really do not like writing about things that I already figured out for myself.
I like writing where I still do not know what I think about this issue. Writing is also like a discovery process or process to discover what do I think about this issue.
Or sometimes somebody like writes me a really insightful comment, about a niche question. I was talking… Recently on LinkedIn I was talking about, how people in their copy sometimes offer reassurance where no reassurance is needed.
For example, “Our tool is free and we won’t [00:04:00] ask you for a credit card. No credit card required.” And somebody’s like, “Why are we talking credit cards? This is weird. It doesn’t add up.” And somebody asked me, “How do you know when reassurance is, required?” And I’m like, “Man, I’ve never thought about that.” And that’s something that interests me, and I wrote a really like long answer to that.
But otherwise, there’s nothing, there’s no topic currently that I would say I’d like to invest four- hours of my time to write a blog post about it. But coming back to the question, on LinkedIn I am as well active because there you can post, small answers. You don’t need, a big blog post.
And on Instagram, because I now, I recently ran a marketing campaign for a local soccer club that competed with 1,300 other soccer clubs, and they won big time. This marketing campaign won attention, and tomorrow a really big event is happening that I helped them secure.
Michelle Garrett: Oh, nice. So
Gill Andrews: I discovered Instagram for myself, and I’m like, man, I actually now know how [00:05:00] to do it, and I’m now more active on Instagram as well.
So LinkedIn and Instagram are the two places, social media networks I’m active on. My website has a ton of- Yes … what I hope is useful content. Any question you have about your website, I’ve answered it, promise. Yes. completely free advice over there. Yep. If that’s not enough, my books and my courses, and this is so much knowledge out there, I think you would be busy for a year, just if you go and, study everything there.
But if you would like to see me, living and breathing, so I think LinkedIn and Instagram. I also post videos, that’s, that would be the place to be.
Michelle Garrett: Yeah. Yeah. I like to queue up with you on LinkedIn, but yeah. so today we are talking about whether webst- website content still matters.
And I think, I would say from a PR perspective, owned media, which is content, same, thing, is really important, in [00:06:00] order for earned media, which is equivalent to PR, to be effective. And so we’re gonna discuss why it matters and find out what we should keep in mind, with our content.
Maybe we need to develop new content. Maybe we need to refresh our old content. And, of course, if you have questions for Gill, please feel free to post them, and we will do our best to address those as we go. we will get started, and I have some questions, for Gill. Let me read the first question.
Why Websites Get Neglected
So, let’s talk about websites, our favorite topic. so they serve as the hub of our marketing efforts, yet I feel that they’re often neglected. And I think even, companies and service providers themselves would admit that happens. why, do you think people maybe discount their website or don’t keep it as updated as maybe they should or could?[00:07:00]
Gill Andrews: I think it’s the same as with any complex task, writing a line as a response to someone or scrolling videos on Instagram does not require much effort, But when it comes to your website, the question is, “Where do I start?” often, because people maybe are not sure where they s- where they should start, or they do not see the immediate, return on investment.
For e-commerce websites, and I separate… I like, I make a really clean separation between e-commerce websites and service providers, and even SaaS is again something else, because for service providers, the sales cycle is way longer. For e-commerce, it could be a very spontaneous purchase. it’s very easy to research and compare different products, and also one can return a toaster if it burns your toast and get all the money back.
But you cannot return a consultant who did something really bad for your business and cost you, [00:08:00] thousands of dollars, you know, to your website. That’s why people are way more, careful when it comes to hiring a service provider. They may sit e- on your email list or lurking around your website, your content on social for a year, two, or three years before they reach out.
And you are thinking, “Man, why should I, pay attention to my website if I do not see an inquiry tomorrow?” And it also very expensive. So just to summarize, we have, at least three things that are prev- that are preventing people from-
having a decent website. I don’t even want you to have perfect websites, you guys, and girls and everything in between, everybody.
It’s like you need to have a website that’s just decent because the baseline is so low, the threshold. If you, look at the websites in your niche, unless in you- you are in a very, very competitive niche- the threshold, especially for small business website, is so low. Oh my God, it’s in, the basement.
Michelle Garrett: Yeah.
Gill Andrews: But yeah, you do not know where to start. Totally understandable. A lot of pages, a lot of content. What do you put [00:09:00] where? How you organize it, how should this look, and stuff like that. So many questions for people who do not deal, do not have expertise in copywriting or design.
And then, you don’t have immediate return on investment pretty often. And another one I forgot. Can please, can you please remind me what I said? Because it’s so weird. so we had complexity, we had a not immediate return on investment, and what- This is really embarrassing. Please wind back and see what I said, because the third point, it just slipped my mind.
There was something else. But I think just these two are already pretty big blockers actually, because-
just not knowing where to start already can get you procrastinating a lot.
Michelle Garrett: It’s overwhelming, and I feel like as soon as you update your website, it’s out of date. It’s almost like just, you just can’t really,
Gill Andrews: and
Michelle Garrett: then
Gill Andrews: there’s so many- I do not feel that. I mean- … depends on the business, right? Because, if you’re a service provider [00:10:00] with, a office that you have, fixed office- and service providers, do not change their office that often because it’s complicated and-
Michelle Garrett: Right
Gill Andrews: requires a lot of thinking and research maybe. but for me as a person who, is, has very high standards when it comes to copy and design, it’s like literally a never ending, cycle- Yeah … of updating my website. You updated it, it can be literally a day, I come back and I’m like, “Man, all this needs to change.”
Or I did some, e- I interacted with someone or did, audience research for a client, and then like parallel and parallel, “Oh, this is such a nice way to do client research, let’s do it for myself.” I uncover something and I’m thinking, “Man, I need to rewrite, a page.” And for a person indeed who, has high standards, for the copy, that’s literally never-ending work.
A Decent, Clear Website Is All You Need
But- re- really, people, decent website is all you need. Decent website that is just clear. It doesn’t even have to be super succinct. It needs to be clear- [00:11:00] Valuable and re- relevant and valuable. Relevant, high s- means people recognize that what you’re offering is something that potentially solves their problems.
You don’t need to immediately dump everything you have on them.
You just need to signal relevance. sometimes you won’t believe it how often I look at a website and it’s like, “I have no idea what you are doing.” Well- What is this, unlock your potential? What is this? What are we unlocking here?
Yeah. Yeah. Please tell me. What kind of potential is this? We don’t know.
Michelle Garrett: No,
Gill Andrews: I don’t get- Relevancy. Value means, yes, then it’s just, a more granular, promise. yeah, I solve your problems in this particular way, or in these particular ways if it’s multiple offers. Yeah. And then it needs to be trustworthy.
So clarity, cl- clear, relevant, valuable, and trustworthy is all you need. It’s really not that much to ask, I would say.
Michelle Garrett: I love it when you share examples of these sites that… ’cause I work a lot of times, with [00:12:00] companies in the B2B space, and a lot of times they just… The sites don’t say. You c- you don’t know what they do.
You don’t know what the company does, and that is, to me, you’re f- you’re lo- you’re failing right off the bat. If you can go to the homepage and it doesn’t immediately… It’s not clear what they do, that’s a big-
Gill Andrews: But, the other thing is, I, again, we talked, a bit previously about, in the back- at the backstage- Yeah
about… I, was, telling Michelle that I lost my sarcasm because at some point- … I start, I started understanding the background processes in people’s minds and I’m like- …,”Man, I cannot roast you because what you did actually reflects your struggle inside.” You were just struggling. Okay, the behavior was really bad, but I cannot even roast you because I know you, you yourself felt bad. So the, we, might think that what they put out there, unlock your potential, what was this? Turbocharge your CEO. What I’m thinking- … oh my God, please tell me. What, are we doing? Are we setting s- SEO…
Sorry, [00:13:00] nis- not, CEO, but SEO.
or yeah, turbocharge your SEO, however it works. the thing is what could happen is overthinking, right? Yeah. I worked with couple of clients that tend to overthink things so much. We already found a perfect solution in the sense of one of the mult- let’s say one of the, five solutions for their headline, for banner copy, for page structure- that is completely solid, that is based on customer research, that totally makes sense. They’re happy one minute- And the next day they come and I was thinking about this line in the paragraph three.”
Michelle Garrett: No. “
Gill Andrews: I think we need to change it. What do you think about these five variations?” And I’m not even mad at them because they are really nice people, they are super respectful to me, and I totally understand that this is just the product of overthinking.
So maybe all these people who wrote that they are transforming somebody’s experience or what is this, [00:14:00] There was something about digital experiences. I’ve never understood what that’s supposed to mean. do you know anybody who comes to you and says, “Man, I wish I could hire someone who could give me an excellent digital experience”?
What are we talking about, you guys? And it just meant that they create websites. It was a design agency.
Michelle Garrett: Yeah.
Gill Andrews: You are not delivering excellent digital experience. Yeah. You create websites that do their job, in a nutshell. Yeah. So say that. Yeah.
Michelle Garrett: Yeah.
Gill Andrews: It’s just overthinking. It’s also, I would like to present myself or my company bigger than it is or fancier than it is.
Oh. But for whatever reason, like, because for wha- for whatever reason, clear words for some people mean, “Oh, that’s not fancy enough,” who is gonna… who is gonna want a website that sells their product if they can have- digital experiences man? Digital experience fancy, website, eh. But that’s not how it works, because just think, [00:15:00] what I find, I also find, interesting, when you are researching a product or a service, you’re expecting to find words that you’re already using in your head about the product or service.
You yourself will be looking for a website, copywriter for website design, and not for digital experience transformation. You will never, ever buy into this. But the moment you are a business owner, you put your hat of, owning a business- you’re like, “I have a different personality hat, and now I’m selling digital experiences.”
Michelle Garrett: Yeah.
Gill Andrews: So that, that- I- This, I do not have an explanation for this, I must say. I don’t know why it’s happening. That’s super
Michelle Garrett: weird. in the… Here’s an example that I, that bugs me, is I think sometimes it’s a vanity ego thing, because I find with, freelancers or consultants, they wanna call themselves CEO or, founder or…
I’m like, no. Me. Because if- One person, me. Yeah, if your client is looking, searching online, they’re not gonna be looking for, a PR [00:16:00] founder. They’re gonna be looking for PR consultant or, they’re not, they’re, that’s… I don’t really understand what they’re thinking there.
It’s more about like-
Gill Andrews: Yeah, but you’re right. I, know- … PR consultant … I heard this, explanation in the sense of, oh, we are so small and we think that the client will object to that. But then I’m, asking you, okay, maybe they will buy into you being bigger, but then you have a discovery call,
Michelle Garrett: Yeah.
Gill Andrews: And then it comes out, and, what, did you achieve? Please tell me. It’s like you’re breaking trust.
Michelle Garrett: Yes.
Gill Andrews: Own your smallness.
And there are advantages of being small. Yes. You, they can have, your undivided attention. They always have, will have a senior person.
Michelle Garrett: Yes.
Gill Andrews: You will respond fast because you value every client.
Maybe you have some kind of, inner values for your company. Please do not say the word values unless you are charity or… It’s really important to your clients to learn about your values. But I do not think, that PR clients, of PR firms, wanna know about your values, This [00:17:00] is not what they want.
I wonder what values this PR agency has. Said no prospect ever, you guys.
Michelle Garrett: No, they don’t care. They just wanna know, yeah, I think they… I, for, me, one of the most important things would be who am I gonna be working with? Because, yeah, if you’re trying to look bigger- I know … to me, that’s like-
Gill Andrews: Personality is so important
Michelle Garrett: you’re gonna be- Oh, yeah … matched with somebody maybe who doesn’t have the experience that the person, the founder, has. So anyway, I, that, I, people ought to just be more, I think just plainly say, in plain language, and use the language that your customers are gonna use.
what are they gonna be looking for, searching for?
Gill Andrews: yeah. Yeah, that’s the key. it sounds so, common sense, but as we know, common sense is not so common.
Michelle Garrett: No, it’s not.
Gill Andrews: yeah. But, use your customer language is the best copywriting advice- I can give you, anybody can give you. Even if your customers… C- can you imagine you are [00:18:00] selling to teenagers that use teenage slang that otherwise makes your, hair stand up and, you know- your toes curl. You have to write like this, because this- is what they like. Even if you- Yeah … think this is dumb, If your prospects talk like this, you write like this.
Michelle Garrett: Yeah. Somebody is commenting. She’s saying-
Gill Andrews: Oh. Oh … “Love the passion.” Elbog. You can see that. This is a very good friend of mine. Hi, Elbog. Thank you for being here. I met Elbog actually I think last week, Wednesday. Oh. Exactly a week ago we met- Oh … in Frankfurt because she also lives nearby.
Michelle Garrett: Nice. Yeah. thanks for tuning in.
and yes, Gill has a lot of passion, and I think that’s, I love that too- Of course … because, it’s, it can be, tough, though, when you’re the one, the passionate one and other people…
Gill Andrews: That’s very true. I know. Wow, this is a very sharp observation. I encountered it in many areas of my life, to be honest.
Because for me, passion also means I would like to do [00:19:00] the best of jobs, And so many people, to me, fail my standards. Okay, I didn’t communicate my standards, and they aren- they don’t exist there to fulfill my standards. But still, I’m like, “Man, this is not a good job you’ve just done there.”
Yeah.
Michelle Garrett: it’s a tough road. I, also have high standards for myself, but sometimes my standards are higher than, other than the people that, I’m working with. So anyway. I don’t know.
Gill Andrews: I can totally relate. I feel you.
What Are Some Examples of the Type of Content Most Businesses Should Publish on Their Sites?
Michelle Garrett: so let’s go on to the second question. what are some examples of the type of content that most businesses should be publishing on their sites?
Gill Andrews: that’s a good question in a nutshell, but I think the phrasing is a little bit from the different angle in the sense of that we first need to… First what we need to ask is what, do your prospects wanna see [00:20:00] on your website? Not in terms of content, but in terms of maybe checkpoints on their list to be checked off.
Which one of those, what kind of concerns, questions, reservations they come to your website with that we can answer with content. The very first question is, who are you? That, as we just established, often goes unanswered. yeah, but first of all, make a list of all things that you need to communicate.
No, sorry, this is again wrong. Not that you need to communicate, that your prospects need you to communicate to them, need to hear from you.
Make the list of these points, and then look at the types of content that can cover this. We talked about clarity, about what you do, for whom, and why they should care.
For this, you would need sales pages, and by sales pages homepage, offer pages, like individual [00:21:00] service pages. About page is a sales page. It’s selling you as a person, your personality. For service providers, your personality is a huge part of your offer.
Relevance, same. Value, same. For rel- for relevance and clarity, just a homepage is enough, right?
And I also still see just one-page websites. I know. But for value, the moment we are talking about value, one-page website will not be enough. You won’t be able to make people read… either, either you put too much information people are not gonna read. okay, you… theoretically there is value there, but if it doesn’t reach, people you want it to reach, for what they care there was no value.
So either it will be too long, nobody’s gonna consume the existing value, or it will be too short, the value won’t be present from the very beginning. So the moment we are talking value, it means individual service, pages, offer pages, whatever, plus about page, of course. The moment we talk [00:22:00] trust, you have to have case studies, you have to have testimonials, you have to have maybe even a video of yourself.
Blog also contributes to trust. Sure, a blog, not everybody will check your blog page, but maybe on the homepage if you feature, if you think, if it makes sense from the structure, not… Oh my God, I see… Sorry. I’m really sorry for jumping like this. This is my trait. I know when I start talking, it’s like I can’t finish a sentence.
I don’t know what kind of diagnosis that is, what kind of illness. But let’s… sorry, let’s wind back. what was I saying? So blog contributes to, establishing trust. However, you should be aware of the fact that not everybody will check your blog page from your navigation. It’s actually one of the pages not many people visit.
However, if it makes sense- from the structure of your homepage based on- what niche you are, what exactly else is there that you must communicate before we are talking blog articles, then you feature blog articles. [00:23:00] And they don’t have to be the most recent ones. They can maybe be about something your prospects really care- It could be a video if you’re really, good on videos or you think your videos are trustworthy.
You also put it maybe on a sales page if it answers a particular reservations, reservation or on the homepage. This also contributes to trust. So think about the all… Again, just to come back to s- to, close the soc- circle, what do your prospects need to know about you to reach out? one list. And then what type of content or what kind of sections on the page, because a testimonial is a section, featured case study is a section.
What c- type of content or, and or section types will, check off a particular, point on the list. So this is how it works. I can’t give you like, oh, you need to do this and do Yeah, depends on your niche. I’m giving you a model, a framework.
Michelle Garrett: Yeah.
Gill Andrews: Put your niche in there, put the questions of your [00:24:00] prospects in there, and you would know the answer.
Michelle Garrett: I’m thinking about, also, customer case studies for some companies- Yeah,
Gill Andrews: definitely … and things like that. Yeah They are very difficult to come by. I also, like, when we are talking writing, a website copy for clients, for example, my current project, really great firm, but they say our clients, they are b- big manufacturers.
They do not… It’s super difficult to get even a testimonial approved. So I know- this, the struggle, especially if we are talking about some businesses where clients do not want to put themselves out there for whatever reason.
there is. It’s very difficult. So how do you, show that you are trustworthy person or company?
one super important thing everybody can do to become more trustworthy is to speak in specif- specific, words, to make your copy specific. Any text. Any marketing text. We were talking about, unlock your [00:25:00] potential. what is the most specific version of that for your niche? Nobody will say unlock your potential.
depending on, you can give me an example what is, what niche is, relatable for your audience, so maybe I can produce an example that is relevant. I was thinking- like life coach, but I’m not sure if your audience comes from there. You’re probably PR, your audience are PR professionals, right?
Michelle Garrett: Probably.
Gill Andrews: so let’s say, let’s see for PR, people… Ah, I know a very good, example. Go to Michelle’s website- … because I wrote
Michelle Garrett: it. She
Gill Andrews: did write it. And, yeah, what should I say? I w- or wait for me to open it, and I’ll just read from that. This is the ultimate. I wrote this website, and we worked on it really hard.
We did. And specificity is the very first thing that I look at. Specific and succinct, both in one.
Michelle Garrett: yeah.
Gill Andrews: Not specific and super [00:26:00] wordy, like you’re recording a voice message to a best friend about the date that got bad at 2:00 AM. This is specific, but super wordy. So it’s specific and succinct. And it makes people imagine how working with Michelle will look like and feel like, and this is what you’re after.
The moment your pros- yeah, exactly. Thank you for sharing the link. The moment your prospects have an exact image in, their heads, it triggers an emotion. What you need is an emotion. Transform your potential, unlock your potential evokes absolutely zero emotion. With me, it evokes irritation, but it’s not the emotion you would like to have.
So you need to be more specific to evoke a particular emotion and of course establish trust. You do not have case studies. You don’t have testimonials. Be more specific than your competitors. Go on the sites of companies and consultants- people will [00:27:00] be comparing you to.
Michelle Garrett: Yeah.
Gill Andrews: And see, okay, what are they lacking?
Are they lacking clarity, relevancy, or value? I’m pretty sure what’s always lacking is the combination of specificity and being succinct. If you can do that- you automa- automatically will come across as more trustworthy than your competitors.
Michelle Garrett: I’m so proud of my site, and I’m so glad I invested in, your help-
Gill Andrews: Oh, I’m very happy for you
to help me get there because- I remember you got featured somewhere. You, wrote to me and somebody featured you. I- their, like, article saying, “Wow, this is such a great website.”
Michelle Garrett: I was embarrassed. It’s true. I have to say. I was embarrassed to send people to my site, and for me that was a big
Gill Andrews: deal.
Before I wrote it. Before I wrote… Let’s say before I wrote it, yeah.
Having a Clear Website Builds Credibility and Trust
Michelle Garrett: Oh, yes. No, I’m not… I’m proud of it now, but yeah, before I was really, I would, I used to worry like, “Oh, somebody’s gonna look at my site,” That’s not how you should feel about it, So this is not about me and my site, but [00:28:00] I’m just saying for me it’s a confidence issue as well, and I do wanna come off as credible.
And there are a lot of people in my space that don’t have the website, and they also are not credible. So for me it’s just, it’s a factor in that, ’cause to… it’s a huge deal. you were mentioning earlier nobody want… you can’t… If you invest in a consultant or a small firm or something, you can’t get that money back if it’s a service provider, So you really want people to trust you and feel good about, working with you, and that’s what the site should help, help people get there. Probably they’ve heard about me maybe through, a referral or something, but they’re gonna go to the site in theory to see, does this match up?
Gill Andrews: Absolutely. especially for, businesses where personality is a factor. Of course, a tr- being trustworthy in the sense of I’ve done this before for people like you or companies like you, it’s one thing. But also it’s like, will I [00:29:00] feel, fine working with this person? Will they, will we click?
Is it somebody, with whom I think I will have a good experience working? And- this is also what your site should communicate through language.
Michelle Garrett: Yeah. it was a great experience for me, and I’m sure I overthought some things and probably drove you crazy.
Gill Andrews: I don’t mind. I really don’t mind.
I totally understand because it’s important. When you overthink things, assuming you are not… it’s not some kind of chronical thingy where, somebody hasn’t replied for 10 minutes and you’re already texting them. This is probably this, you should get this checked. Yeah. But if you are overthinking about your website, it’s just, a sign that it’s important to you.
It’s information. It’s not something that you should be embarrassed of or say, “Oh my God, I inflicted some, harm on other person who had to manage my overthinking.” You sh- you should say, “Yeah, it was important to me.” Yeah. And-
Michelle Garrett: Yeah
Gill Andrews: I totally get it. So it’s important to me as well, my clients’ websites and [00:30:00] of course my own baby website.
Yeah.
Michelle Garrett: Yeah. that’s the thing. You wanna work with the best when you… When you go, when you undertake a project like redoing your website, you wanna work with the best. And so that’s, that was my thought process anyway. So anyway, thank you.
Gill Andrews: You’re welcome …
What Are Some of the Biggest Mistakes Companies Make With Their Website Content?
Michelle Garrett: so we’ve kinda talked about this, but, some of the biggest mistakes, obviously when you’re evaluating content on a company site, it doesn’t say, it doesn’t clearly say what, who they are, what they do.
Is there anything else you wanna add to that?
Gill Andrews: the design, we can’t neglect the design. I also consult my clients on design. I don’t- I even can create a mock-up myself or based on their design theme. I cannot create or implement a new design theme. But I am also a usability consultant.
I don’t put that on my website because usability consultant sounds really niche, and nobody’s, nobody c- connects both.
Just, during the copywriting prog- process or just when we are negotiating a contract, I’m telling them I can also consult you on design. And there are a [00:31:00] lot of design mistakes, because people are treating their websites like paintings.
They’re like, this just needs to look pretty,” This is this new feature, animations, something that is displayed on delay or something that is, stacked on top of each other. But what they do not realize that a lot of, design decisions introduce friction, negative friction. Friction just means, like a bumper. when you’re driving, in a car, and you’re coming, through, like a town or whatever, a village, and they need you to slow down, there are these, how do you call it? Sorry, it just slipped my mind. bum-, you know- I call ’em
Michelle Garrett: speed bumps, but I’m sure they
Gill Andrews: have- Speed bumps
names. Thank you so much. Speed bumps. Exactly. Friction, or friction is a speed bump. Sometimes you would like somebody to slow down. If you would like to indicate this is a different section, every section subhead is a speed bump. Positive friction, where you’re using it deliberately. S- a CTA, different color, [00:32:00] different font family, different font size.
These are all frictions. Sometimes they are justified. It just says, “Slow down. Do not skim re- read.” “Pay attention. Something different is coming.”
But very often there is a lot of negative friction Having no subheads whatsoever, having too many subheads, having too f- too many buttons, too many distractions, some kind of animations that totally emphasize something different, or even displaying things that look not the way they function.
Display a link, a linked element that is like a link as an image and expect people to click on it, for example, is not gonna happen. Nobody thinks image is clickable, for example. Or vice versa, having section subheads that look like buttons. And what you are doing, you are, like, putting straws on your prospect’s back, and at some point, yet another friction number 128 is gonna break their back, and they’re gonna “Man, I just do not get enough value to keep [00:33:00] struggling like this.”
Of course, if somebody’s getting enough value and they’re like, “Man, this is so special, I’ve never, read this language. It’s super specific, super trustworthy,” they will forgive a lot of things. But if your copy is not the best- and you are keep, putting them through these, speed bumps, they’re gonna leave pretty soon, Yeah. not to mention that design, gives the first impression about the site. If overall impression of your site- is not trustworthy, even if your copy is the best, people are gonna leave or, way fewer people are gonna stay in contact to you. Because you cannot undo this impression of this is not trustworthy, and they look at your website as a whole, both, design and copy.
You can’t separate them.
But some companies do not give that much thought to copy that they give to design, and vice versa. This is actually interesting. Now I talk through this, this is a new insight I’ve just, came up with- Yeah … because of having this [00:34:00] conversation with you. Yeah. it’s really like they do not understand that they both need to be decent again.
Yeah. They either pay too much attention to design … This is actually especially true for fancy companies who have a lot of money, who like, “We are design agency. We are PR agency. We are whatever agency. We need to look fancy. Copy, who cares?” I worked with clients who had, literally, I do not over-exaggerate, five lines on their page, but it looked, super pretty.
You’re like, “Wow, this is a very pretty page. It says absolutely nothing, delivers no value, but wow, this is really pretty.” So yeah. Yeah. That would be actually, I think, apart from all these mistakes we talked previously, this would be also big, a big, mistake.
Michelle Garrett: Yeah. I’m just, I’m making a note here because I feel like everything should match up too.
Like, when you’re, when you… Whatever about a company, maybe on social media, then you go to [00:35:00] their site or you hear about them from somebody and you go… it should all, be echoing each other. It should all be like-
Gill Andrews: Absolutely. Absolutely. Yeah There should be, like, a thread that goes from A to whatever other Z piece of information you found about that company.
And if something does not add up, if, you know- Yeah … and s- at some, some article features y- you, top expert to work with, and then they go, to see your website and it was… Okay, I can’t say it was designed 30 years ago. Maybe it was designed ahead of its time. So let’s not put any numbers on that.
But they look at it and they were like, “Whoa, this is, was done by a third-grader and they got an F minus.” This kind of situation.
Michelle Garrett: Yeah.
Gill Andrews: They will not believe that article. They would think you bought this PR, whatever was going on with you. Because your
Michelle Garrett: website is unique It doesn’t build any trust.
But
Gill Andrews: it, it- it doesn’t, yeah … yeah, there, there was some trust there, some brownie points from the articles that featured you, but then they came to your website, and this is your house. This is the core [00:36:00] message. And the other thing is, you are responsible for that yourself. It means y- you with your own hands and brain, you did it to yourself.
It’s like your reflection. It’s like, “Oh, here, look at this. Look at this. This is me, and I approve of this. I approve of this message.” I know. It’s like, “Oh my God, why?”
Michelle Garrett: Yeah,
Gill Andrews: no, that’s- Please move to another country, A- and, and, change your name because this is not, helping.
Michelle Garrett: No, it’s embarrassing, and that’s just what…
just this week I was looking at a service provider. I need, I kinda need some YouTube assistance, and I was kinda looking at some people, to kinda help me. I have- a YouTube channel, but I could probably be doing more with it, so I was interested in talking to somebody about that.
And I was looking, somebody was recommended, so I went to their site and it was really wonky. I almost felt like it was, like maybe somebody had hacked in and, half of it had s- Oh … one person’s picture, and half of it had the provider’s… It was really, it was just off-putting.
Gill Andrews: Was extre- probably also an extreme case.
This [00:37:00] is really an extreme case, I’m assuming.
Michelle Garrett: And I can’t really even… I can’t get over that, It’s yes, they come recommended, but if they’re not even- no … aware that their link is going to this-
Gill Andrews: Yeah, I also would be very careful with that …
Michelle Garrett: I just, I don’t know. No,
Gill Andrews: that was… another thing is, we are, like, roasting those people right now.
But another thing is, many people just get inquiries, from other places, and we should not forget, yeah, this podcast is about your website being important, and in many, cases it is. Yeah. But
Michelle Garrett: the
Gill Andrews: thing is, if people get enough inquiries otherwise, they really shouldn’t care about their website, because it’s just a piece of your marketing puzzle.
Your main goal is to earn enough money, and hopefully keep a life, a work-life balance also.
Without burning yourself out. And if you do that with an ugly website nobody looks at, or people look at, cringe, and still give you their money- … who are we to judge?
for me- We really want, wanna, but this is- I-
not justified,
Michelle Garrett: I did it for [00:38:00] myself first and foremost. That’s how I felt about it. I wanted to
Gill Andrews: feel- But this is, you know- … good about it, but what, what also, gets to me, I really try to tell this to myself, other people may be wired differently. Yeah. For some people it’s super important- Sure
that the kitchen is clean and no socks are on the floor. And some peoples don’t give a damn. I’m the second category, by the way. I really do not give a damn. I’m sure I won’t be friends with the first people, right? But they also have their, it’s justified. If they are happy- with that, and I can totally imagine that there are people who are wired completely differently, and they’re like, “I do not care. The only thing I care about is the money. Money’s there. Why should I invest in this?” This is extremely rational, but I’m actually not n- I, don’t, I’m not wired like this.
Well- I’m an emotional person. To me, it is important how I’m presented, even if it doesn’t, result in any monetary, reward. Yeah. To me it’s important how I’m viewed, by [00:39:00] people- Yeah … who matter in my- Well- … ecosystem of, generating inquiries or maybe peers even, Yeah. A peer’s not gonna pay me, or maybe somebody’s not gonna hire me, but I do not want them to look at the website and think things about me that are not true.
Like-
In B2B, Prospects Do Most of Their Research Before Contacting a Vendor
Michelle Garrett: and I feel at least for my clients in B2B, that, there’s a lot of research that says prospects will do, a lot of their research, 75, 80%, before they ever contact the sales team. So to me, your website really needs to be, answer all their questions and have a, provide a lot of credibility and have examples, case studies, thought leadership, all of those things.
And obviously there are different levels of websites and different, sizes of companies and everything. But I just feel like the website is really important because people are doing their research, and, you want them to be, you want it all to line up again. So even if [00:40:00] you have articles that talk about your company or you’re named, one of the top companies in your space in an article or something, you want them to go to your website and maybe your social media, your LinkedIn company page or whatever.
You want that all to be very, backing each other up.
Gill Andrews: Neat and clean.
Michelle Garrett: Yeah. Yeah. And you don’t wanna have questions in the buyer’s mind be like, this company is… they sounded good, but then I went to their website and they don’t have anything,” or it’s all, it’s out of date or it’s not, I’m-
Gill Andrews: Or they’re threatening me with transforming my digital experience, and I don’t like that.
Yeah.
Michelle Garrett: a digital experience. No,
Gill Andrews: I can’t get over this- Yeah, because I just, I remember it so vividly. There was like really, I don’t know, for a week I kept bumping into websites that d- were just saying, “Digital experience, but all they did was something with websites. And I… Okay, even if they wouldn’t do website design, I’m thinking, “Okay, what should I [00:41:00] imagine under digital ex-” But okay, we already discussed this.
Sorry. It’s just my own website trauma. I don’t want to-
Michelle Garrett: No, we all have them, right? … rehash it. I just told you a story about my own this week, so I’m like, “Oh, geez.” And I’m still thinking about that too, ’cause I was like, “I would love to get in touch with this person,” but now I just don’t know if I can trust them.
To tell them
Gill Andrews: to improve their website.
Michelle Garrett: Yeah. I’m like, “Oh my gosh.” Anyway, and, then you don’t know if you should say anything. Do people want you to be honest when you find, when you see something that’s really glaring to you? Are they just gonna be like, this person, doesn’t know anything.
Why, and, why are they telling me this?” But to me, it really speaks to someone’s credibility if they don’t even know that their own website has been hacked, or if it’s not, just, I don’t know. There’s something going on. But anyway, I will stop with my trauma as well.
Gill Andrews: Therapy group.
Please join our therapy group for people damaged by really bad website copy.
Michelle Garrett: It happens, [00:42:00] I’m telling you. And I don’t really like the one-page sites that just scroll and scroll. Just,
Gill Andrews: our motto should be, “We Google and we do judge.”
Michelle Garrett: I, I don’t know. and it’s hard, and it’s hard to do PR for a company that hasn’t worked on their site.
Gill Andrews: Oh my God. So again- That’s all right, yeah …
Michelle Garrett: you need the-
Gill Andrews: I also, I ha- also have issues if c- if, client has pieces of content on their website that I’m not gonna touch because they hired me for something else, but I know it’s just not trustworthy and, creates a different emotion, and I cannot say anything.
Yeah. It’s just, horrible because I’m thinking, man, yeah, okay- Yeah … your homepage and, two service pages will be pretty, but that part, it’s gonna sl- throw them off so bad. And especially if just some, some relative of a company is involved or something, some video of, Yeah. Yeah
and I know that there is, some personal connection and I’m like, man, this is so untrustworthy, and this person comes across as really not a pleasant human being, but I can’t say anything, Yeah. And it’s oh [00:43:00] my God. Oh my God. Oh my God.
Michelle Garrett: You have to bite your tongue. Yeah. I know. It’s hard ’cause, yeah, I, never know if they really want me to be honest or not and,
Gill Andrews: I’m like- It’s I, it’s really, difficult b- because I’m like, man, this is, really an issue, but I came to my terms and I’m like, okay, I cannot save everybody. I was only paid to do this. And if I say anything, I’m sure it will do more harm than good. Yeah. Th- because it’s like I, I can’t prove it as well.
It’s a personal opinion. It’s just giving me- it gives me this gut feeling. It’s not… For the copy I can do, word by word critique. Yeah. I can explain the reasoning, how good copy should be, best practices, why- this is not holding up against the client research. But how can I tell a person, a, a, business owner, “This person is not smiling in the video, has a monotonous voice, this is really bad lighting, and this comes across as untrustworthy”?
I’m like, “Not smiling and has this, weird voice”? Okay, lighting maybe they would understand, but, m- this is [00:44:00] not smiling and has a weird voice is very subjective. You would need to do a, group study. invite 30 people- Yeah … let them see a video, and let them fill out a questionnaire.
Then we have data. Yeah. But I cannot bring my, what seems like- Yeah … personal opinion. I would say, okay, it’s grounded in 10 years of experience.
But this is not graspable. This is not something I can prove them, on paper, so I just like- Yeah.
Michelle Garrett: Yeah …
Gill Andrews: make my money. It’s hard, though. okay.
Michelle Garrett: We do that, we have to do that a lot I think.
Yeah. anyway, I’m trying to learn to do, it more often actually to… Anyway.
Gill Andrews: I, had to learn this. It wa- it’s not, it does not come easy to me to not say anything.
Quantity Versus Quality – Which Matters Most with Website Content?
Michelle Garrett: So what are your thoughts, regarding the quantity of content on a site? should we always have more, is more better? And I think I know your answer.
Gill Andrews: Depends on more of what and f- for, with, what purpose.
Michelle Garrett: Yeah.
Gill Andrews: My first question or my first answer to any [00:45:00] question is a question, with what purpose? So that what… Okay, so let’s unpack this. If your purpose is to rank and search or to come, to be cited by AI more often-
you have to blog. You’re not gonna be cited by AI just because you have three pages, five pages on your website.
You would need to blog, you need to establish topic relevancy. and just to establish broad, or not, necessarily broad knowledge, but that the, what you claim on your website is supported by the content you produce on the we- on your website as well.
This is, becomes more and more difficult, in this age because now what I hear, I’m not an SEO specialist, so please take my opinions with a grain of salt.
I do follow a lot of people who are experts. Because at some point I was thinking, “Okay, what can I do to become more citable and more visible to AI?” But I discover that I can’t do anything, and this is why PR is so important. [00:46:00] AI really pays attention to what other sites talk about you. AI cares only a little bit about what you talk about yourself, it just needs all these things to align, okay?
Yes. So you can’t be selling PR consulting and cited on the sites for dog training, This is not helping. So you need to be cited for your expertise, but this is super important that it happens on the third-party sites.
so blogging, yeah, it’s important to some extent, and if you would like to rank and search, be cited to AI, blogging probably is, like publishing more articles will help.
But if like I know at this point, that no more blog articles on my own website will make me more visible, but I’m active on social media, and I’m sending people from social media to my website. I forgot to mention, I’m also very active on YouTube as well. and AI does cite, LinkedIn, definitely.[00:47:00]
it happened to me within a day. I wrote an article on LinkedIn, called O- Opinion Piece. It was not even my expertise. It was like, are you becoming invisible, about losing traffic after AI became so- almost mainstream, or what seems like mainstream when you are on LinkedIn. And within a day, a person found my article, they screenshotted it and put it in the comment and said, “Ironically, I found you through this article-
Michelle Garrett: Yeah
Gill Andrews: by Googling something about becoming invisible.” Yes. And it’s a super day, Right. So okay. but we’re talking about websites. I just wanted to explain that blogging probably is not working as it used to be anymore, but it still helps for visibility in search and AI. But if you’re not planning to do this, what you, need to do is be more specific.
We talked about this. You cannot be nonspecific if you would like to have more inquiries to your website. Imagine you discovered a different [00:48:00] way to get people to your website, maybe through LinkedIn, through YouTube, through whatever social, other social media, or maybe you are heavily cited on other sites and people are coming.
Maybe you published a piece somewhere on a, on another site and people are… It went viral and now people are checking your website like mad. You need to have, pages for every offer that you have, as a service provider that are specific- like clear, relevant, valuable and trustworthy. And super specific, of course, because it won’t be trustworthy if it’s not specific.
For that you need to have a homepage, common services page so people get an overview of your services, individual service pages, about page, and contact page. These are five category of pages, fi- five categories of pages that you have to have Do you need to publish more? If you have case studies, yes, but that’s it.
You don’t need an FAQ page. This is just a pile of unsorted [00:49:00] clothes you encounter in a, store where white trousers are together with an orange blouse in excess, and a hat. This is your FAQ page, right? Y- you do not need an FAQ page. You need to answer questions where they matter, namely on service pages, on homepage, and on About page.
Depends on what people are asking, if they’re curious about your personality. But that’s it. What, I just, listed, this is all you need. So actually, what, will help then to connect better with your prospects, if okay, some traffic is coming, you’ve got your traffic generation under control somehow, okay, you get number of people coming to your website.
You need to make sure your parents… parents. Your pages are still current, up to date.
Do your offers still… Do, does the copy on your service pages match your current offers? Does it match what you’ve learned about your prospects? Because prospects, even if you’re in the same niche, they’re still not some static thingy that [00:50:00] will be the same way for 10 years, from zero year to year 10 plus.
Right now, for example, I discover that my prospects also became different. Because now they have AI, they think AI can help them write. Everybody’s a writer. Everybody’s an copywriter. Some of them are even designers, So my copy needs to address these objections, right? It, I can’t just pretend AI is not happening as a writer.
I also I also g- made a course for people. For, before that I sa- I used to teach people how to write their own copy with words, I assumed that they just sit and start typing, out of their head. But now I have to, rethink this. I myself personally will not recommend writing any sales copy with AI just like this, “Okay, write me something.”
Michelle Garrett: Yeah.
Gill Andrews: And, also on LinkedIn, I saw a viral post. Somebody was saying, asking, “Did any- has anyone figured [00:51:00] out how to write landing page copy with AI?” And nobody did, because I’m telling you, for now this is really super, super complicated, not possible. Even if you do client research, this, you can outsource it to AI, but what matters in the end, how you judge the result.
If you do not understand what makes good copy-
and publish whatever AI gives you, will not end with Transform, My Experience or digital experience. You will e- end up with something else that sounds like it’s credible, sounds like it makes sense, but actually doesn’t. And I know this because I really tried, because, why wouldn’t I try to automate my processes and to make my client projects, shorter and faster?
Of course I tried that. And actually I have a course on Udemy, and Michelle allow- allowed me to talk about this so it’s not like self-promotion. I asked in advance. Okay. it really shows my AI setup I generated four context files for my AI setup that helps [00:52:00] me, create better first drafts, but not for landing page copy, not for website copy, for example, social media posts of like short marketing communication.
This you can totally do. Of course, I can’t stop people from trying to write their copy with AI, and you can still use this process. You will still get a better first draft from that process that I describe if you try to write the, the whole page copy. But you will not get it to the point where it’s solid unless you understand if…
you need to just to have, medium understanding of what good copy actually looks like. That… We, still need our brains. I’m very sorry to break it to you. Like cavemen, we need to use our brains, still, I really hope this will not, change because I like using my brain. actually the…
No, I mean it in the sense of that it’s actually the… how we as, human, beings, a species [00:53:00] came into existence. We are rewarded for learning. Our brain rewards us with dopamine when we learn new stuff, otherwise we wouldn’t- have survived. We wouldn’t have developed. If learning would have been more painful than it was pleasurable- Right
we would have died out, you know-
Michelle Garrett: Yeah …
Gill Andrews: by ourselves. We just would lie there and, I don’t know. Some kind of a bacteria would have, exterminated us. But we like learning. We like using our brain, I do. For example, having a really deep discussion about some super niche thing, for example, soccer is my thing, these days.
I’m also a soccer coach. I have a license. I’m allowed to do this. Ooh. Having a really super niche discussion about some really-
Michelle Garrett: Yeah …
Gill Andrews: niche soccer thingy for three hours with someone gives me so much pleasure and happiness and, of course, AI maybe can give me an answer or whatever, but this is not the same.
Michelle Garrett: Yeah.
Gill Andrews: How brains like learning. I love- I really hope that AI won’t take it [00:54:00] from us. I wouldn’t mind them taking away, AI taking away dishes and laundry so I can, you know- Yeah … write copy and discuss stuff and maybe write opinion pieces. Yeah. I, I no- but I did notice that I s- I started writing less because indeed a lot of pre-writing thingies, AI already can take.
pre-
Michelle Garrett: Yeah …
Gill Andrews: maybe some, for example, I repurpose a lot of long-form conte- content for LinkedIn, and I stopped- really writing these posts from scratch. I just feed it my three miles long article about something, and then I was like, okay, find five ideas. I have a particular skill. There is a process.
There are context files. Yeah. It’s not like just one line. There is like complicated framework behind it. But I notice that I’m missing on something. Because another day I decided to write a LinkedIn post from scratch and I was like, “Wow, this is so much fun. I completely forgot how it feels.” Just some kind of muscle that wasn’t exercised for a while and you’re like- Yeah
“Wow, this is pretty cool.”
Michelle Garrett: Yeah.
Gill Andrews: See, I just don’t- So let’s hope AI won’t take it from us.
Michelle Garrett: Yeah. [00:55:00] I don’t… Yeah, I don’t wanna give that up. I don’t wanna turn my thinking over to a robot, Like I’m not … I, just, I enjoy that, That’s, for me, that’s rewarding and, that’s kind of- Yeah
what it’s all about, so I don’t know. we could talk about that for a long time, but we’re actually at our, the top of the hour, if you can believe it.
Gill Andrews: Oh, no. Sorry. It’s okay. I, know. the moment… But maybe I should warn, people, in our pre-podcast discussions like, “I talk too much.
Please stop me.” I- Get a flag, Like red flag. You’re like, “What?”
Michelle Garrett: No, it’s fine because it’s- Oh,
Gill Andrews: God. Thanks …
Michelle Garrett: everything you’ve talked about is, helpful and relevant to the, topic, and I feel people should be following you on LinkedIn. You said, they- Thank you … could send you a note if they would like to connect.
Just mention that, that they maybe tuned into our conversation.
Gill Andrews: yeah. I sometimes even approve connections without any note if I see that the profile is interesting and it’s not some kind of- Yeah … a person who’s gonna sell me SEO or whatever. [00:56:00] Because, from your profile, is also important on LinkedIn.
It’s not only websites that are important. It’s also important what kind of words you put on your LinkedIn profile. Words are important- Sure … in general. Probably that’s the message.
Michelle Garrett: Yes. it’s nice when you have something, to pull from. ‘Cause I look to my website copy and I try to make that, match up- Yeah
across social and, and-
Gill Andrews: I think it, it was easy. if you have a website copy that, is solid and is succinct and is to the point-
I think it would be really easy to put, to pull- Yeah … a LinkedIn bio or something.
Michelle Garrett: Yeah. Yep. Another, another reason to pay attention and invest in it.
Time and effort or, and budget if you have it. so yeah. I really appreciate you being here and I, I, I really enjoyed the conversation, Gill. And I hope that people will- Thank you so
Gill Andrews: much. Me too. the time ran out so quickly. What is this?
Michelle Garrett: it’s when we are passionate about what we’re doing, what we’re talking about-
Gill Andrews: Yeah, that’s
Michelle Garrett: true
it’s goes fast. That’s true. So this, happens. but I can’t thank you enough. I thank everybody who [00:57:00] tuned in. I will be back soon with another episode of PR Explored, and I, I just wanna say thank you. thank you for this.
Gill Andrews: Oh, you’re so welcome. Thank you for watching. The pleasure is all mine.
Thank you so much.
Michelle Garrett: Thanks, everybody.
About the host: Michelle Garrett is a B2B PR consultant, media relations consultant, writer and author of B2B PR That Gets Results, an Amazon Best Seller. She helps companies create content, earn media coverage, and position themselves as thought leaders in their industry. Michelle’s articles have been featured by Entrepreneur, Content Marketing Institute, Muck Rack, and Ragan’s PR Daily, among others. She’s a frequent speaker on public relations, marketing and content. Michelle has been repeatedly ranked among the top ten most influential PR professionals.
Learn more about Michelle’s freelance PR consulting services here. Book a no-obligation call to talk about your needs here. Buy Michelle’s book here.
