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AI helps me work faster, but the real results still come from understanding users and continually improving what’s already there.
There's no denying that AI has changed how websites, apps and digital products are being created.
Businesses can generate landing pages, build prototypes, write content and even create entire applications in a fraction of the time it used to take.
But creating something quickly and creating something that performs well are two very different things.
Over the last few months I've noticed a growing trend. Businesses aren't necessarily investing in huge digital transformation projects. Instead, they're focusing on making existing platforms work harder.
For me, that has translated into three key areas of work.
Retail Conversion Optimisation
One of my current projects involves supporting a large retail business with the ongoing optimisation of its core sales journeys.
Rather than redesigning everything, we're making targeted improvements based on user behaviour, analytics and testing. Recent changes have delivered an 8% increase in conversion rate across PPC traffic.
Small improvements, applied consistently, often outperform large redesign projects.
SEO and Website Optimisation for Construction Businesses
I continue to support several construction and specialist trade businesses across the UK.
The biggest misconception around SEO is that it's all about creating more content. In reality, much of the value comes from improving what already exists.
By refining content, strengthening user journeys and continually evolving website experiences, clients are achieving top ranking positions for their most important keywords and generating enquiries from the customers they actually want to attract.
Supporting Agencies with CRO Audits
An increasingly interesting area of work has been supporting other agencies.
Many agencies are under pressure to demonstrate ongoing value to their clients. CRO audits, UX reviews and optimisation roadmaps provide clear recommendations that can be implemented over time, helping agencies build stronger client relationships and demonstrate measurable progress.
AI Isn't the Finish Line
AI is an excellent starting point.
It can accelerate production, generate ideas and reduce costs.
But successful digital experiences still require human understanding. Users don't always behave as expected. Journeys break. Content misses the mark. Calls to action get ignored.
That's where optimisation comes in.
The businesses seeing the best results today aren't necessarily the ones building the most. They're the ones continually reviewing, refining and improving what they already have.
And that's unlikely to change anytime soon.
