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What sets this podcast apart? We believe in the power of meaningful marketing—a holistic approach that prioritises authenticity, connection, and purpose, whilst still turning a profit.
Chantal Gerardy is an International Award Winning Marketing Strategist who empowers purpose-led businesses to revolutionise their online marketing approach and create a brand that resonates deeply with their online audience. If you're tired of cookie-cutter marketing advice, and seek strategies that truly make a difference, this podcast is for you.
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Let's do this.
Hello and welcome to another episode of the Meaningful Marketing Podcast. I'm your host, Chantal Gerardy and today I've got, I think it's my first couple on the show, Brendan and Coral from Alchemy Digital Co. I'm so excited to have them here this week because, um, we've had a couple of conversations in the last week or two talking about ai.
Copy on websites, um, and using AI copy overall in your marketing and. What's happening, what's happening in the world of that right now? So I'm so excited today to have this conversation, um, and to have them on the show. Thank you guys.
Yeah.
Thanks for having us. Thanks for having us. Yeah. So firstly, partners in Business, partners in Life, and you are my first couple on the show, so I have to ask how is that?
We're still alive.
Yeah. Still going. Uh, it can be interesting at times. No, we work well together and yeah, it's uh. It's something I think you have to keep working at though as a couple. 'cause it, you can blur lines otherwise. Yeah,
yeah. Well I was just saying the other day that I think we are really lucky because we're so aligned in our ambitions, our values in life and in business.
Yeah. That it's, it's just natural. Like we want the same things for our business. We have the same vision. So I think that's really fortunate.
Yeah. Oh, I love that values. It just connects you so much, doesn't it? Mm-hmm. So when you do get annoyed with each other, what do you do? In business, let's keep it professional.
Yak.
Neither of us are super sensitive to each other, so I think if we are ever having like a bit of a, a stressful time or you know, like the irritation creeps in, like neither of us take offense at each other.
Yeah. Oh, that's just awesome. So you wouldn't go for a walk? You, you wouldn't, um,
I haven't really had an issue yet, but that would be my go-to.
Uh, thing I think would be, I, I'm just gonna go for a walk.
It's that why you go for a walk. That's why he's, he's winning in the steps comp at the moment between the two.
My 10,000.
Well, now that I've thrown you under the bus. Let's bring us back on track here again. So, um, it's actually been a huge one for me because I've just come back from Sydney and I've been on a podcast this week and, and in both situations this AI stuff has come up, so I thought it was just so relevant to have you guys on it.
Um, I presented in Sydney on AI and what's happening in the world right now and, and how people are craving connection, but like, how do you actually customize AI in in order for it to work for you? But a lot of what we discussed as well was around how it's becoming a huge thing in, in making people procrastinate and actually overwhelm them rather than them actually taking action and doing stuff.
So AI is here for us to use. But it's how we use it that matters. And it can either be something that can help us in our businesses or can actually be something that'll hinder us, whether or not it is an overwhelm, procrastination, or whether or not it is in something like website copy and, um, stopping people from connecting and converting.
So let's go a little bit into first a bit of your background and your story about how you got into what it is that you do right now.
Yeah, so I'll try and keep it brief, but my background's actually from filmmaking, so I started off. As a filmmaker, I had a video production company for 10 years in the uk.
Moved over here and was doing the same kind of work as a video producer, and really learned honing my skills and storytelling and interviewing business owners as well to pull out that information with the idea of translating that into a video. So now it's like applying that to websites as kind of the, the, the shift that we've made there.
Um, in terms of how we got started, we were both looking to start a business together. We weren't quite sure what to do yet, but we'd both worked with websites in the past, built our own websites, our own businesses and things like that. And, um, we were listening to a podcast actually, and we had the idea of investing and buying other websites and having like a bit of a portfolio of them.
And another way to start off was to start building websites for local businesses. Um, and that's kind of where that journey began. We just fell in love with, like helping business owners. Yeah, they, they're having a crack, they want to build their dream lifestyle as well. And the website is such a key component of that because it's your, your main base online, it's your home.
So, um, we really wanted to bring our skills and, and help business owners, you know, achieve their dreams with their business as well through the website.
Yeah, look, I I love that so much. And, um, because you've said a couple of things in there that are so relevant, the storytelling aspect of, of what it is.
And I know that whenever I'm prompting ai, I am always like, no, no, no, you sound too much like you, you know, can you please make it more like a story gonna be more personable? Um, because this is what we are lacking now when we are going into this AI world. But it's important for us to like, be aware the importance of that storytelling component.
The other part that I really loved there was the fact that you said that, um, you know, you, you, he had to interview people to get it out of them. And as a marketing strategist, one of the things that I notice when I'm working with businesses is they can't read the label. From when they're inside the jar, which means they need somebody to actually go and talk to them and speak to them about, you know, why is it like that, and who is your ideal clients?
And ask those difficult questions and get them to really go deeper into the things so that you can get the juice and the glitter out. So I love that you said that because I think I could see how you would use that interviewing skills there to actually bring that into. Asking people about their website and their copy and their business and bringing that to life.
So I always say, marketing's not about what you do. That's the same as ev everyone else. It's what you do that's different. So with that in mind, what is different about the way that you guys do do websites?
So I think touching again on, on the background there with my background in storytelling, it is really about.
Diving deeper into the emotional side of of the business as well. 'cause it's trying to connect with their clients, their ideal clients on a deeper, more emotional level. 'cause people. Make decisions quite quickly and often based on things that aren't very logical. So you need to connect with people and then back that up with the logic as well on the site.
So I think that sort of empathy as well and that ability to understand and put yourself in the shoes of what their ideal clients are after, and really trying to dig deep into that. That's something that is different about how we approach things compared to other, um, people that have just come from a purely like development background, for example, that more coders and things like that.
And I will add to that as well. So, um, my background is as a quantitative scientist, so it's all nice to have, um, shall I say, these wooly storytelling things, but ultimately people are investing in marketing. It does need to work as well. So I think what's quite unique about myself and Brendan is that we really, I mean, alchemy is a blend of art and science.
Mm-hmm. So Brendan with the sort of creative artist side, me with the science background. We, it's a, a website that connects with people's ideal clients and you know, really. Uh, quite heartfelt, but at the same time, it's still got SEO um, all the psychology backed ways that people, um, convert. So I think that's really important.
Ah, love that art and science. Mm-hmm. Because you're right, you can't have, uh, like an empathetic websites that's connecting and you have all this wonderful storytelling stuff in there, but then you don't have all those trust factors. There's no credibility. There's, um, you know, no SEO the, the fundamental stuff hasn't happened.
So, Carl, I'm actually gonna ask you this one. What do people, when they come to you with websites, what do they say that, um, has been difficult when they've gone to other website people that they've noticed? Share some, share a story for us or to let us know what that is?
Um, we hear all the time there seems to be a lot of disappointment out there in the world.
People have been burnt by digital agencies and I think a lot of it is that there's a lot of overpromising and under-delivering. So it seems that, uh, people work at digital agencies are perhaps really good at the selling and maybe not so good at the delivery side.
Can you think of a specific story?
I think it's, yeah, I think it is just along those lines, like people have been burned by agencies in the past.
Um, yeah, they've said they're not really sure what the agency did. Um, they were just paying the money each month and then there was no transparency, there was no reporting, there was no relationship there either. They were just kind of Yeah. Palmed off onto a junior member or something like that.
Yeah. And um, to give a specific example, um, we are doing a website for a custom luxury home build in Adelaide, and he was never happy with his.
Original website because, um, like he bought it from someone that he trusted, but then they kind of felt like they quickly farmed it out to someone overseas. Yeah. So when the, like the copy we're talking about copy today, but the copy came back and it like sometimes even the sentence, this was before AI as well, the sentences didn't really make sense, but even the choice of words and the flow of the information on a page didn't reflect him as a high-end luxury home builder.
Like great generic builder text. But his position in the market, the copy and even the layout and design of the website didn't reflect that.
Yeah, I think, I mean, I spoke to a lady this week, she's having her website done, and she said to me that she has not been involved in the copy creation part of, at all.
Wow. All she has said is, I am a, and I'm not gonna say what she is. I am a, um, and, and go and make me a website, and there's been no, mm. You know, sort of conversation around how do you wanna be portrayed? How do you wanna be seen? What are some of your values, what are some of your beliefs? Um, and what is some of your tone, your voice, your personality?
And, and that's so incredibly important because it has to be consistency from social media to the website. All you lose that credibility. Um, so, um, the other one that I hear about all the time is when someone says, I'm in the process of getting a website done. And they go. Um, I say ask about essential SEO, and they go, uh, they come back to me and they go, I asked about essential SEO and they said that, that's extra.
And I went, when you're setting up a website, essential, SEO is essential part of setting up a website in my mind. Like yeah. So if they saying to you that they're not just putting in the. You know, the slugs or putting in the tags or putting in the image. Like if they're not doing that, like that's the essential part of setting up a website foundation, you know?
Yeah, a
hundred percent.
Um, I hear that all the time. I'm like, no, they're screwing you.
All of our websites have those SEO foundations built in. Like all the metadata has the keywords. We have the structures, the H ones, the H two, everything's very, yeah, and like you're doing it anyway, so like, it's actually not really anything extra.
Oh my gosh. For me, it's a not like that is. A website build, right? Yeah,
that's, yeah. I dunno how you can, this is good for us to hear as well. Yeah. 'cause we just take it for granted. Like we, we, this is what we include as standard, but Yeah.
Yeah. Yep. It's insane. Absolutely insane that they don't even think to charge extra for that.
Yeah. Anyway, all the web developers out there right now are turning, um. Cool. So the other thing that I loved about what you said is that you guys are doing it yourself. You're not, um, going offshore. So, you know, I work with a lot of offshore agencies and virtual assistants, so I am, I'm, I'm pro Australian, but I'm also pro, you know, outsourcing things as well.
And I think at the end of the day that even if you are outsourcing it or whatever, the responsibility still lies and the person that you contracted to do that job and full transparency is really important.
Yeah, that's, that's it. 'cause we're not against, you know, outsourcing. It's more like, I think the, yeah, the, the complaint that our client had was definitely that.
It was just. Handed over, like there was no responsibility taken after that. Yeah. And so that I should be, that then becomes the problem. No quality control or anything. Yeah.
Yeah. That's what I was gonna say. It's the quality control aspect in that 80 20 rule. If you get someone to do 80% of the work, well you've still got 20% and that's at the front and the backend of the process.
Yeah. So we live in a world right now where everybody wants quick fixes and a magic pill. Right. So. They can go to AI when it comes to ad copy, they can go to ai. When it comes to social media, copy, email, copy. It can go to ai. When they're doing a website, one of the things that I notice all the time is unlock your true potential, which is a big joke for me all the time because it's like, unlock your true potential if you're, you know, gonna be a dog trainer.
Unlock your true potential if you're gonna join a fitness group and unlock your true potential. If you're gonna join a women's coaching group. It's like unlock your true potential if you're gonna become a tennis player. And it's like. Imagine every single website and many do. Mm-hmm. The headline as Unlock your True Potential.
Now, if all of them have the headline, unlock your True Potential, how that's not gonna cut through to the rest of the market, if that's gonna be a hook on your website. So AI and using AI for websites right now might be quick, but is it effective?
Yeah, I, I agree with you there. Like it's, uh, it can, it can be very tempting just to rely on ai.
'cause it, you know, you outsource your thinking and just kinda, you know, it's easy, it's quick. But like you say, it's, if everyone starts looking and sounding the same, how are you gonna connect with your audience? How are you gonna stand out? And people are already beginning to get into that, uh, sort of area now where we're not sure what to trust online.
And the more that something looks and sounds like ai. They're less likely, they're gonna trust what you're saying. So that's why for us, it's like starting off with the actual interview and, and the strategy and really understanding and getting their real voice coming out as well. So that translates through to the, the website copy, because otherwise what you say, if you're just giving 'em a prompt, they are a plumber on the Gold Coast.
It's just gonna be generic chat, GBT that is gonna be producing for every other person, every other plumber. On the Gold Coast, so yeah, you got a problem there.
Yeah. So I think, you know, AI is here to help us, but it's the way that you put the human intelligence into it. So whatever you put in is what you're gonna get out.
So if you've customized your chat GBT, with your point of difference, with your niche, with your tone, with your voice, it's more likely to be accurate. But when it comes to like a website built, if you've gone, you know, create, say you've prompted and gone create sales copy for a website homepage of a plumber on the Gold Coast.
If everyone has gone and done the same thing, without putting that human intelligence into that, and they haven't put in the tone, the voice, the points of differences, um, or the connection points, it's going to be bland and it's not going to cut through. Um, the other thing as well that, that they can do is, um.
Is some of the terms, the phrases are the same, the overuse of emojis, which absolutely drives me nuts. Mm-hmm. Like that's a dead giveaway. The use of m dashes, which is some people are saying is okay now others are saying no, it's still not okay. Yeah. It's not that, it's this. Yeah, yeah, yeah. Um, for in the marketing industry, it's always like marketing effects and they go digital landscape, and I'm like, mm-hmm.
My team know if it's digital landscape, they've gotta swap it to online marketing.
Mm-hmm.
Uh, marketing efforts, they just drop the efforts. Yeah. Like, so you still have to put that human intelligence into it. But, you know, there's AI bots right now and they're scanning for everything. Um, and I was actually reading yesterday an article on how when you're submitting, uh, job, uh, resumes, they now use AI bots to scan to see mm-hmm how much of the resume is actually ai and they won't even.
Like, oh wow. Submit you as a, as a thing. So can you imagine like if they're using AI bots to check the connection point and a resume, um, you think of, of yourself as a human, as a bot looking at the AI copy and going, can I trust this person, like looking for connection more than anything else. So take us through the process of, um, if you were to go do, say the website sells copy for, um, let's just say the homepage of a website, what are some of the key factors or considerations that you would have when designing that homepage?
Yeah, so you thinking more like in terms of the structure of
Yeah, the structure and the copy, like some of the fundamentals.
Yeah. So. We put a, most of the work that we spend is actually the first part you see on the homepage above the fold.
Yeah.
We spend, you know, a disproportionate amount of time working on the copy for that part, because it's the most important part.
And we always try to focus on clarity first, rather than trying to be clever with the wording. So we want people to understand within, you know, a split second or so, I'm in the right place and have a hook, have a headline that speaks to the outcome that they want, what they desire. And also starts to convey a little bit about what's different about this business as well.
Then we move through lower down into pay. We start getting into like, what's the problem that this person's experiencing? So that to show that you understand what they're dealing with, showing that empathy again, and then you can start getting into like your solutions and how you work and, and what makes you different and that sort of flow.
It's a bit like a storytelling flow really. Starting off, what does the, you know, main character want? What's the obstacle or the problem that they have? What's that journey they go on? How do you, as the guide you are the, you know, as the business, you're helping them get to where they want to, how does that look?
And then what's the end result as well? So that's like a, as a very high level, that's kind of like the structure and flow that we, we like to approach. Yeah,
sure. I love that you said that that first fold is the most important, and this is why knowing who your ideal client is is so super important because the hook has to stop the right person from scrolling and it has to qualify them and it's gotta connect with them and it's gotta get them to go to the next step and actually spend their time.
Indulging in the rest of your copy. So, um, it kind of annoys the crap out of me when it's like that unlock your true potential. And that could apply to anyone. It could apply to a pole dancer, it could apply to a cake maker. Um, so it's not actually capturing anyone that hook is so, so valuable. Um, and when it comes to social media marketing, it's the same thing.
Always start with a hook. Um, so Coral, let's talk about, um, SEO versus copy on the page. Explain to the audience who might be thinking, oh, the copy on the page, SEO, like, how do they work together? Or how does it all, you know, play out?
I think when a lot of people think about SEO, they think about blogs and yes, that is one part of it, which would, um, include the copy, but there's so much else to SEO as well.
There's, um, all this stuff that happens off the page. Things like, uh, your, how quickly does your website load? Are your images optimized? Um, there's a lot of hidden. Text that you can't see, like what sits behind the images, what's on your page tags the metadata. So it definitely goes a lot beyond blogs, but you do have to be a bit strategic with the keywords as well.
So you need to think carefully about what keywords you choose. And even if people don't have access to things like SEMrush or ah refs, um, AI is quite good these days that try to identify keywords and even if you just, um, even if you just put like a question into Google, it'll tell you what other people are looking for so you can get ideas for keywords from there.
So, yeah, you just need to make sure you put it into the, uh, your main keyword in the H one in the heading, and then throughout the H twos as well. And, but you don't wanna keyword stuff. That's something that SEO people used to do in the old days, but Google was caught onto that. And, uh, that's a bit of a no-no these days and you need to make it, you really need to concentrate on making your copy good for the human and good for the bot.
'cause they're quite, they're pretty much the same these days. And in terms of. A-I-S-E-O, which is a, a new form of SEO. It's the same sort of principles, but I suppose it's really just paying extra attention to being clear, like answering a clear question that someone might ask right at the beginning of your, um, page.
Don't like leave it to the bottom.
Yeah. Excellent. I think relevancy is the most important thing, so it's gotta be relevant to the platform that you are on. And for, for example, if it's Google, it's what Google wants, so it needs to be relevant to Google and their, their boundaries of what they're actually wanting.
But then it's gotta be relevant to the audience as well. Mm-hmm. Um, and then relevant to your business. And I think that's what it's looking for the whole time. So when people get lazy or when they go to ai, this is where the problem comes in because they know they, they're just being lazy and they're not actually being relevant.
Um, what I like to say is, you know, they don't care about their customer enough to take the time to actually. Create content that's relevant to them and to use the words that they use, not the words that you use. I think that's really important as well.
Mm-hmm.
Um, another platform that's really good is answer the public.com.
That's a platform that you can use. We just use the free version, but that'll give you some of the words that you, that, that you can actually build into your blog writing or into content on your page. But I'm so glad that you mentioned all the, the stuff that you cannot see behind the scenes that needs to happen as well.
That's really important. Yeah. Thank you so. We were joking beforehand about some of the, the language that you've been hearing right now about people using ai, like, um, something like slop and come on, give us some of the, some of the tools. LOP Factory.
That's a good
one. Yeah. Slop factory and like yeah, don't get lost in the sea of slop.
And, uh, yeah, making sure your content doesn't have that robot energy. Like these are all like terms that we've been hearing like recently. Like there, there seems to be a lot of conversations starting up about this. Yeah. Stuff. No, but, uh,
stop sounding like chat, GBT, you know? Um, awesome. So when it comes to websites versus funnel, we were having a debate outside about this.
Um, does the websites like the chicken before the, the egg, the egg before the chicken, you know, which comes first? Which comes first? So would the website come first or would the funnel come first?
Yeah, that's a good question. And as a, obviously as a website studio, we're probably a bit biased, but, okay. No, I think it does depend on, on what you're trying to achieve and what stage your business is at as well.
And like we were saying earlier, like if they're just starting out and maybe, you know, the budget doesn't allow for both, then maybe just start off with a, a simple funnel first. Um, it depends as well how some of the clients we've worked with their business is coming from word of mouth referrals initially, but they just need a website just to have somewhere to send them, to build that trust and, and credibility when they, to support that referral as well.
So. Yeah, it could go, you know, I guess
sometimes if you don't have a website, you're not a real business.
Yeah. Oh, a hundred percent. Yeah. Depending on who your ideal client is, like it depends the value of the product that you're selling and the trust needed for that. Um, you know, I was joking beforehand how a lady came to me and she's a tattoo artist, and she said, um, I've a how outta room two days a week to do tattoos.
And she said, you know, I've got all these leads coming through, but none of them are actually going ahead with me. And I said, well, tell me about your process. You know? Yeah. Like, what's your process? And she said, oh, you know, when they wanna book in, I send them my bank details. And I asked them to transfer, you know, and tattoos anything from like, I dunno, 500 to a thousand to more than that.
Um, I asked them to put money into my bank account to confirm their booking. Wow. Also, I don't, you know, I don't, I don't see them because I, I've got my time and I've gotta book them in and they've gotta pay in advance. And I was like, trust factor. There's no way someone's gonna put like, money into like.
You know, into a bank account, um, you know, unless they know you and it's a good word of mouth referral, there's no way that that's gonna happen. You are gonna have to have that credibility and those trust factors and you know, how your registrations, licenses, years of experience. Yeah. Uh, previous work that you've done, testimonials, like all of that is gonna need to be featured somewhere.
So whilst there are things like, you know, link tree or landing pages, which you could build into and expand on into a website, um, at the end of the day, like. If it's a smaller value price offer and you're getting out there, by all means go straight from social media to something like Link Tree, get some money, get a one page website and then build on it.
Um, but yeah, if it's definitely if you're a bigger business. Yeah. If you don't have a website, a hundred percent are you that credible? Yeah. So, or if it's outdated, oh my gosh, how many websites are outdated? They go, haven't done it in 10 years, or haven't done it in 15 years. And, and really they don't need a website rebuild.
They could literally just have like some of their copy upgraded, their images be made more relevant. Like what would your suggestion be? Because there are some website companies out there go no rebuild, you know, 20 grand. And I look at it sometimes and I go. Um, we just need to kinda get those flows going a little bit more and just, you know, change some of that copy.
Yeah. What, what is your thoughts on that? Yeah,
no, yeah, definitely depends on the situation. Case by case. Like we would always start off by looking and, and assessing 'cause we're trying to, yeah, we don't want to recommend something that's overkill for what they need. So, yeah, we're trying to help them as a business owner as well.
But yeah, a lot of the time you can fix a lot of stuff just from some minor tweaks, like you say, writing the copy again, um, changing up, up the imagery, images. Yeah. Mm-hmm. Like you can do a lot just with that. Um, so that's, that's always something that we try and look at first and see if that is a viable solution.
Sometimes it's like too far gone. Yeah. And you just gotta knock it down and rebuild.
Yeah. Sometimes, um, we had a client who's, they've got such an old theme that the theme is no longer supported, so there's actually no choice. But to rebuild it, and now they're getting so many problems because it's not updating.
The website keeps crashing. So it's actually wasting their, yeah, they're losing money just through not fixing up the website.
Yeah, and I think themes is another issue because I know that. Um, I had an issue, let me tell you my bad story. I had my website build, oh, it was many years ago now, and it was about five.
It was $5,000. It was my fitness business, and they built it on Elementor. Mm-hmm. Oh, sorry. It was $8,000. Built it on Elementor. Um, and suddenly all the pages were glitching. About two years later, like, everything's glitching, everything's going funny. So I contacted the lady and I said, look, I don't know what is going on with this website.
She goes, oh, sorry. I've closed down my website business. Um, which means you were using our elemental. Package theme. Yeah. It was like, no email, no this, this is what's happening. No, you've got it. Now go by Elementor so that you can do that. I was just like absolutely shocked that this would even happen. So.
Yeah. So I always say to people now who owns the theme? Like, do you own the theme? Yeah. Or are they owning the theme? And if they get hit by a bus, what happens? You know? But I think full transparency is obviously really important.
Yeah, definitely. And that is something that we always try to make sure as well.
It's like, you know, we wanna make sure that they've got the keys to their website and they've got the license if, if they need it. Like that's all sorted. Because otherwise, like you say, yeah, if anything happens, you know? Yeah.
We have had that though, where someone's website provided, died. And then, but they, it was so difficult for them to then find out.
Yeah, because they didn't access like how to get into their website. We'd spent quite a long time actually helping them with that. Yeah.
Yeah. That was something that we hadn't really thought about before and it was, that was a bit of a wake up actually to think, oh yeah, we do need to make sure that our clients know everything.
They can access it if need be, you know?
Yeah. And I think business owners need to need to take responsibility for that because a lot of business owners. You know, they get the logins and they don't know. I had a lady contact us recently and she said, uh, we'd gone into a website to have a look at something and connects, I think it was her Pinterest to her, her Wix website.
So we were happy just to connect that for her. And, uh, her admin lady got hold of us and it was probably a bit, she worked with us five years ago, this lady, oh, can you give us our login details? And I'm like, we at the beginning sent them to you at the end when we closed the account. We sent them to you.
So when we off board, there it is.
Mm-hmm.
We don't have that now. Like for, for privacy and for security. We don't keep your data, like, you know. Yeah. And we recommend they change their passwords as well. Mm-hmm. So it was like, so yeah, business owners need to take responsibility and they need to make sure that they've got, you know, control over all their assets, which includes all their tech stack as well as know your logins.
Like, know where you actually go to log into stuff, you know? You don't have to do it, but make sure that you have it.
Yeah,
for sure. Cool. So we're talking about your sister the day before yesterday and we spoke about ad copy. Okay. And, um, and you, you gave a really good example about how ad copy matters using AI on non-AI.
So tell us that story.
We are working for a legal firm and we were taken over from an agency that specialized in legal firm. So. I was naturally a little bit nervous 'cause imagine if we took over and it bombed. Like that would be awful. Thankfully that wasn't the case we got. Um, so we looked at the ad copy, like changed it basically.
So it was really important that the choice of words and the phrasing reflects that. And they reported to us quite quickly that the quality of their clients that are now calling them quality of their leads has dramatically improved because before they were getting. People price shopping, tire kickers and you know, lots of leads, but they weren't, they weren't going anywhere 'cause they weren't the right type of client.
Whereas now they're getting really high quality leads. I'm very relieved at
No, a hundred percent. I always call it mirroring. So it's like when you use the right words in your social media, in your, on your website, you know, through your email marketing, when you use the right words, it'll cut through, it'll get the right people, but it'll also stop the wrong people from coming through, which is so important.
And that does reduce ad spend. Mm-hmm. A hundred percent
ad spend is so expensive and it can be money down the drain. If you're not getting any leads from it or not catching the right leads.
Yeah. If it's unlock your true potential in the first line on an ad, and I'm like,
yeah.
For what? For what? Yeah. So, um, thanks so much guys.
It's been absolutely amazing. Um. I think the, the whole purpose of the website, I wanna end on this note. The whole purpose of a website is to qualify and disqualify the right person and get them to take the next step. So the messaging obviously on your website is so incredibly important, and that language has to also be used across your social media as so that when they come from social media to the website, there's no disconnect.
But the number one job is to actually get an email address on that website. So having lead captures is absolutely fundamental on your website. And then taking them through nurture sequences, because most. People are not gonna buy straight away. Mm-hmm. I think this is misconception around. They'll see you on social media once, they'll come to your website once and they'll just purchase.
Um, and that, that doesn't happen. It just doesn't happen, right? So getting an email address of a qualified person is so important. And then taking them through a nurture sequence so that they convert at a later stage and understanding that the website, that is the website's role, um, the amount of people that have websites and say, I spent all this money on a website and I've got.
Nothing. I've got no traffic, I've got nothing. And I go, website is not really responsible for traffic. It, it is, to a certain extent. SEO is more likely, right?
Mm-hmm.
But it's more a client to actually, it's more traffic. Social media is responsible for traffic, like email marketing and partnership marketing is all responsible for traffic.
The website's there to actually convert those people.
Yeah.
Um, so it, it, it is, it holds such an important part. So thanks so much for coming. Uh, you guys have got something to offer our, um, our guests that are watching.
Yeah, I mean, if anyone is interested in having their website looked at, we are offering free website and SEO audits at the moment so they can reach us out, reach out to us on our website, alchemy digital code.com au and we'd be happy to have a look.
Yeah, thanks so much. So we'll put that in the show notes as well in the comments below. Um, thanks so much for having, um, for coming along guys. Yeah, thanks. It has been amazing. So this has been another episode of the Meaningful Marketing Podcast. If you haven't already, please make sure that you subscribe, rate or comment below.
If you also have any, um, suggestions for content that you'd like us to provide, let us know. Simply send me a private message. Facebook's my preferred platform for that, um, and I'll be more than likely to provide content on that for you. Um, thanks guys for watching. Thanks for listening in. Meaningful Marketing is all about you making your marketing meaningful.
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