Most Websites Fail at Trust — Here’s How AI Fixes That

I think there's many things to tweak on your website and I think the biggest thing is the lead magnets. You know, like, sure, if the traffic comes to your website, they just want confirmation that you're is the real deal. You know, they may be warm on social media, but they still may not 100% trust you yet. So it's really good to put trust building things on your website. So that's why Joe, you introduced me to the tool Delphi and man, that's just a game changers. Incredible. Maybe I'll just sort of unpack the story, how that came about.

Yeah, go for it. I like it from your perspective.

So what actually happened was I, from my book, I uploaded the whole book to a custom GPT and created like an interactive author, had some guardrails around it and things like that. And so Joe was on my email list and saw that I was promoting the interactive authority and he sent me an email and, and a video and just showed me that he could get the, not the content but the rules that I put around the custom GPT. And he pretty much said, look, you know, that's great, but there are some issues with it and people can only have a text chat with it. He said, what if I could show you a better way and introduce me to Delphi? Now I've been following Joe's podcast for years, so I know it was a couple of years ago, perhaps that you were one of the first Delphi customers. You've got it on your website and I did use it back in the day thinking, wow, that's incredible because you got all of your podcast episodes in there, all that knowledge and anyway, I just didn't think of that at the point when I started, you know, the custom GPT. I just thought, well, it's easy and, and you know, I've already got a paid account, blah, blah, blah. But then we jumped on a call, Joe, and you showed me all of the possibilities and all the extra things you can do with it and all the training material you can uplo. We can upload everything audio, you know, and you can't do that with ChatGPT. So you can do so much more with the training data. And then, you know, the way you put guardrails around it is just amazing. And so the outcome of that is we've just put it on our website as a, we tried it as a pop up, sorry, a little chat bubble first that wasn't quite visible and I thought, you know, maybe we just, you know, based on your advice was to put it as an actual page like you do on your website, Joe. And yeah, that's a game changer. So people now coming back to. I think any. Everybody should do this. They can have not just a text chat with me, but we've uploaded my audio book file, you know, into there as well so they can have an audio call with me. And I just reckon that's amazing. It's just super helpful. And this is the, the tool that I believe most websites should have on if they want to build more trust with their brand so that people can interact with, you know, the, the founder of the business. So like I said, they may be warmed up from social media. They come to your website, they can have another chat and to see how you can help them specifically, that's golden. You have to be there so your time's leveraged. It's just amazing.

That's it. Yeah. And you're leaving no one hanging there. They have the ability to start an instant chat with AI Greg.

Yeah.

That is trained on all of just your ip. It's not going to go out and tried to make up some different web design principles or conversion principles that, you know, may not be right.

That's a really good point. Yeah. Because custom GPT on ChatGPT, that'll use some of the knowledge that they have as well. And it doesn't always align with, you know, with what I believe. So yeah. Having the actual. Yeah. Guardrails around it where it only uses the data that you upload to it like in Delphi, that. That's so much better in my opinion. And yeah. And so we upload all of our services, our entire website, our blog posts, our, you know, like call recordings, just all sorts of things to help guide it on the way. We would talk to our clients about our services. But leading with value the whole way.

I think like what people want now is interactivity. You mentioned that with the lead magnet, people want to personalize whatever they're doing and also get instant immediate results. Know, it's like that's the world we're living in. Our attention span is so short. So you know, books at the end of the day, I have a ton of books and I still read books, paper books, which I, I think a lot of people still do. Nostalgic in a way, but it slows you down. Right. Like that's when you know, you want to go deeper and you're like, okay, I really want to understand about my. Well, the first thing I, I turn turn to offer page mistakes that hurt conversions that's pretty big. So. But if I wanted to go to Delphi, I could plug in. Okay, tell me more about offer page mistakes that are hurting conversions. But like, here's what my web, like, kind of some of the copy from my site, you know, you can maybe put some ideas that you might be thinking about and it will now personalize the book to, to the person.

Yeah, they can have a conversation with it and really get granular if they want. I mean, they can ask you to review their actual website and, you know, their copy and all that sort of stuff. So yeah, it's. It's pretty powerful. But yeah, just think about other businesses listening to this. You know, you can work for any type of business. It doesn't, you know, this is just. You don't need a book, you don't need a podcast. Like, yeah, there's other ways you can use it, right, Joe?

That's right. My takeaway also is like, it's also very emotional. It's like, you know, it's like, yeah, they're humans. We gotta remember humans are the ones that are reaching us online. And yeah, AI is helping us get discovered and warm things up, you know, social as well. But it's the humans when. When on the site that need to get the feeling that it's actually what's right for them, whatever they're looking for. And using all the points you just said really fast. I want to, I'm gonna share my screen and we can maybe wrap on this. But like I'm going to call out how my website at AI Build Team AI. I think it's a good start. But this basically ripped it open and said like, you got some work to do.

In a good way. But this is when I share. Here it is.

Okay.

Hopefully this comes through. Can you see that on your side?

Got it. Thank you.

Cool. So all I did is I just copied all the, you know, just the homepage. But I mean, I'm just going to go a little quick. I'll make it zoomed in. I mean, it says right off like, okay, you have a clarity problem. And Greg, that's what you've been saying. Clarity key. So it's defining where it feels like clarity is needed and it's giving me a fix. You can see it right there. And I'm going to review this all in much more detail later. It says have a value problem. Yeah. So benefits sound big, but generic. Good feedback. Yeah, yeah. Design hierarchy problem two CTAs. Creates decision friction. So it's talking about put one primary CTA, which you also mentioned that trust problem, which is actually literally what I'm working on right now are case studies and testimonials, which. I knew this. Called it out. It's so true.

Excellent.

So, yeah, having some kind of proof elements, CTA problems. It's. It's too vague, basically. So match the CTAs to intent and then it's giving me different CTAs to use in different parts of the website. Freaking awesome.

Got it. Yes, got it. So it's giving you a lead magnet idea. Freak client strategy.

Yeah. Positioning. Yeah, we have flow problems. So it's kind of basically saying, hey, the flow should be kind of reworked here. And here's how to do.

Just keeps going. Yeah, Lead magnets. There you go. Which is true. I've been thinking about how do I clone ROI calculator voice. Yeah. This is awesome.

Yeah. So that'd be a great interactive tool to vibe code the ROI of Delphi. Yeah.

And that's. It's funny, I've been mapping out an audit that is an roi, but also shows, like, what can be done. But I think the ROI calculator is actually even better. So I know what I'm vibe coding this weekend.

That'll take you 10 minutes. What's next?

Probably.

That's right.

Yeah.

It's giving me copy edits that can boost conversions. Just right up here. I mean, this is literally. I just copied and pasted the copy and there you go. So I'm showing everybody and maybe we'll put some of these visuals as Greg, you were talking about it. But yeah, like, this is what we're talking about. Like get instant AI help. You have it right there. And then when you go over here, actually, I have it. Oh, there we go. And it's going to be embedded right here. So there's a lead magnet for you.

Yeah, exactly.

Yeah.

And your team, I said to your team, you know, the goal of this is really get to people to get a free video audit of their website conversions. Right. So I put that on the page, the form. And so now the Delphi. If you ask me questions, it'll be helpful, but then it'll try to lead you to filling out that form to get a free, you know, audit.

Yeah, I didn't show that. But actually down here, as I scroll down, check it out, like, this is that same thread that would also be. I'm just not on the embedded version. But you can see.

Yeah.

At the very end it says boom. Yeah. Do you want to. Here's your call. To action right there.

Yeah. Well, that's the bundle, but underneath that, the last line. Free specific. Sorry, that bit there.

Yeah, yeah.

Get a free website conversion audit. So that's the main last call to action. Someone would read. And that's on the page, so they'll see it straight away.

Yeah. So if I go back over here. There it is. Yeah, yeah, there you go. Yeah, yeah, yeah, yeah.

So, yeah, I think, you know, like, it's a really good opportunity as a lead magnet. Now, there are different ways, Joe, I remember you saying you can ask people to opt in for this to interact, but I just want to. I don't want to put that barrier in front. So we're testing it without the opt in, because we're going to have the opt in on the page anyway for the next step as the lead magnet, we just want to, you know, provide as much value with Delphi first.

Yeah, no, it's a great experience. Yeah, you can do the call feature here. So. Yeah, I like it. It's clean, so good stuff.

Yeah, exactly. And it's good having it embedded on my website. It's not like people go to delphi.com forward slash, you know, GregMerrilies, whatever, they can interact right there on Studio One within our, you know, website, which is cool.