The Marketing Team Training Day - August 2026
At our marketing team training day this month we decided to go through our website content writing framework and see how we could improve it for the recent AI changes etc. The framework we have been using, has worked well for the last 5-8 years and whilst being fundamentally fine for current best practices, we thought we could make it even better.
The team all did their research before the day which they presented to us all and then the brainstorming began. Suffice to say that I’m impressed with what we came up with and am excited to see the impact on our client websites in the future.
Kaizen (Continuous Improvement is one of our Core Values
How can we make our website content unique?
We asked our Digital Marketing Coordinator Jasmin to give us an overview of what was discussed and this is what she said:
Yesterday, our SEO team met to review how we can continue improving our content strategy and better align with non-commodity content. A term that Google keeps pushing around that essentially means ‘unique’.
There’s a quote I like that sums up the way website content is changing.
“Trust now attaches to people. The content that wins is the content that could only have come from one person, one dataset, one experience, one business.”
With AI making it easier than ever to produce generic, surface-level content, simply publishing another article that says the same thing as everyone else is no longer enough.
So, what does this mean for your website?
We’ve created a new Unique Content Checklist that our team will use when developing content. It covers the things we believe help turn a generic page into something that is unique to your business.
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Client-specific information from your “Why Choose Us”, videos, projects and business knowledge
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Original images and photos
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Quotes from the owner or team
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Local knowledge and area-specific information
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Projects and real examples of your work
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The specific customer problem and how you solved it
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Your process, approach and what it is actually like working with you
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Industry tips and insights that come from real experience
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Credentials, qualifications, certifications, memberships, awards and warranties
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Why Use Us messaging
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Costs and pricing information where appropriate
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Client and team member names
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Relevant widgets and interactive elements
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Comparison tables that help the customer make a decision
We can't create this information without client help….
The more information our clients give us, the more unique our content will be. We’re still creating SEO content designed to rank and generate results. This is simply the gold-star standard we’re working towards when it comes to building a high-quality, fully optimised website that stands out from your competitors.
The opportunity is to move beyond simply having good SEO content and building a website that genuinely demonstrates why your business is worth choosing.
So when we ask our clients for projects, videos, photos, customer testimonials, team pages or business information, this is why.
Reach out to us if you'd like to know more about how we're building websites to better give Google and AI what they want.