Does Your Website Content Still Matter?

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/ Follow the host:  Website: www.michellegarrett.com  LinkedIn: https://www.linkedin.com/in/prstrategist/ YouTube: https://www.youtube.com/@PRisUs X/Twitter: https://x.com/PRisUs Threads: https://www.threads.com/@prwritergal Michelle's book - B2B PR That Gets Results - is available now Book a no-obligation call to talk about your needs here.  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 and podcast guest on public relations and content. Michelle has been repeatedly ranked among the top ten most influential PR professionals.