In 2025 Your Website Matters
More Than Ever

AI Training

AI Tools like ChatGPT, Claude, Perplexity are reviewing your site to provide answers.

Qualify Leads. Capture Referrals.

Most campaigns drive traffic to the website.
Educate visitors, attract your ideal clients.
Help referrals with due diligence. 

You're in control

Direct your audience towards a platform that you control.

Search Has Changed

Traditional search is moving to AI answers

Markdown & Content Matters

Clear headings. Clean, readable content.
Original, valuable content is king.

Exercise: Website content into a markdown converter.

Search engines tend to preference websites that are:

Mobile Friendly

Fast

Safe / Secure

What hasn't changed:

Valuable

Social Media Has Changed

Personal Brands are Thriving

Get Personal

Empower your team to share as individuals.
Focus on personal brand. 

Personal insights from client work.

Your take on industry changes.

Behind-the-scenes of running a practice.

Lessons learned, mistakes made.

Build Your Own Audience

Your Email List

- Website sign-up forms (contact, blog, resources). 

- Ask new clients during the onboarding process.

- Events and workshops.

- Software integrations.

How to grow your database

Monthly industry-specific updates.

Quarterly tax planning reminders.

Ad-hoc: Time-sensitive changes

Recycle blogs and social posts for newsletters.

Frequency matters less than
consistency and value

Your Action Plan

Email:

• Get setup with an email marketing platform. (MailChimp & Oncord are here!)

Website:

• Audit your website pages. Update your about page, home page, and services pages with clear headings.
• Run the markdown test, and start experimenting with AI search.

Step 1. Foundations

• Choose 1-2 team members for personal social.
• Create simple guidelines.
• One post per week, moving towards 2-3.
• They must be quality posts.

Step 2. Personal Brand

• Add email signup points throughout the site.
• Add email signup to onboarding.
• Add email signup to your email signature.

Step 3. Audience Building

Planning Website Pages

Supporting Content - FAQ

Planning Pages

"Who are your favorite clients?"

(Ideal client & target audience)

"What do they need from your website?"

(Functionality and content)

Content Planning

Use a Calendar

Content Planning

Your Calendar

Create Recurring Events for:

1. When you will dedicate time to writing an article.

2. When content will be published to the website, each specific social media account, and via e-mail.

3. When content planning efforts will be reviewed.

Shortcut to get you started!

- Schedule time to write an article.

- Aim for one quality article per fortnight. 

Photos & Call-to-actions

Communicate Your Value

Ensure engagement process is clear & easy

Measure success & improve over time

Both your website, and e-mail campaigns.

Website Analytics