Mastering AI-Assisted Web Content: How I Used ChatGPT to Craft Exceptional Website Content

Hey, everyone. Welcome to another episode of your marketing strategy, Elevated. Now, what we're going to do in this episode is show you how I actually work on content for client websites, utilizing and leveraging AI and specifically ChatGPT. So I'm just going to give you a little window into how I develop content for clients. And I'm not saying that this is the best way or the right way. This is just my way. And hopefully you can glean some expertise and some tips and some things that will help you in your own business along the way. And if you need help with content for your own projects, just let me know. But you've got a window into how I do it, so let's get started. All right, so first thing, I am going to share with you a little bit about the client. So the client is a company that upcycles sands for golf courses. And the benefit to golf courses is that through upcycling sand, rather than replacing sand, they save a lot of money. Now, what I'm going to do is share my screen and jump over to ChatGPT and then also to the document that the client sent back to us. So normally when we start a website project where we're writing content, we send a pretty detailed questionnaire of things for the client to consider and think about in terms of content. And then we're not asking the client to write the content. That's what we do. We produce the content for the website. We leverage ChatGPT to help us. The cool thing about ChatGPT is that we would normally have to do the research because I am not an upcycling sand expert. The client doesn't want to write the content. The client is the upcycling sand expert. So normally we would have to go do some research in Google and read through several websites just to see what that industry looks like, the language they use, and things like that. With ChatGPT, it makes our job a lot faster. Now, the quality of the output on the content is still dependent on my ability to question Chat GPT, which you're going to see as we go through this. But it's also dependent on my ability to consider what makes a great headline for a paragraph, what makes a headline great for a bulleted list, what makes a great above the fold hero area, where we specifically define the problem we solve and how that benefits the customer. And then it also is very dependent on my expertise in analyzing what ChatGPT, ChatGPT comes up with in terms of SEO for Google specifically. So I'm just going to give you a window into my process. This is going to be in real time, so there is nothing staged here. I have no idea the results that I'm going to get to start. So I just come on the ride with me and hopefully it all works out. It will. I'm confident. All right, so sharing my screen. All right, so I have got the document up that the client sent to me. Don't worry about reading this. I'm just going to talk you through the process here. Essentially, this client is going to have a website that's got a homepage, a page about the San Saver, which is the actual sand washing machine, a page about their business story, and a page about other applications related to the San Saver, and then a Contact Us page. Now he's defining it as a Contact Us page, but we always recommend having your contact information on every single page on the website. So when we design this website, every single page is going to have the contact information how to reach him in a common area, the same area on every page. The Contact Us page is actually going to be a request form where someone can request a quote or request more information. I'm going to jump over really quick to chatgpt. Believe I have it up already. Now I'm in chatgpt and this is our agency account and I'm going to start a new client thread. So I'm going to train ChatGPT on the specifics of this client. Now when you do this for yourself, you want to make sure you're in GPT4. It likes to default to ChatGPT3. ChatGPT4 is a paid plan. I think it's $20 a month right now. It's very worth it because it also gives you access to the web, which is really important. And it gives you a lot of other features too. But you can jump on one of my AI training webinars for that. So we're just going to dive into how I start the content creation process for a client's website. So the very first thing I'm going to do, I want ChatGPT to name this thread for me. So I'm just going to say this is a new thread for Sand Saver. So I'm going to hit Enter. And so it's going to say, great, let's dive in. And it's going to name the thread Sand Saver. If you look over on the left hand side of the screen, you can see it says Create Compelling Sand Something. I'm going to rename it because I really just want it to be Sansaver. And I'm taking out the word content just because we're doing some other things for Sansaver too. It's not just content. So I want to as I'm training this thread about San Saver, this thread is going to remember everything that I tell it about this company so that when we come back, if we're doing other marketing pieces, if we're trying to write headlines for them for future ads, if we're doing social media, anything like that, it's going to remember what I've taught it. So the first thing that I want to do is tell it that we're building website content for this client. His customers are both courses. All over the USA. I do know that for sure. I am not 100% sure if his clients are nationwide, but I will find that out and then we can adjust the content from there. But again, this is just going to be a draft. Okay. So I want him to know as customers are golf courses all over the usa. Specifically he deals with directors of golf. And golf course superintendents. And I spelled that wrong but it really chat GPT figures it out but it's going to bug me looking at it so I'm just going to fix it. Okay, so we've got his ideal clients. I'm going to say I have some information from this client related to what he would like to see on the website. This is very rudimentary, so we want to really beef up. Live, right? Beef up the content for a few different purposes for a few different reasons. 1 SEO, we want the site to rank well. 2. We want customers or we want prospects to request information and or the quote. So calls to action are important telling it that right up front. I want calls to action all over the place. And three, we want to position his company as the go to expert in this industry. All right, so I've got some basics here. All right. Now it still doesn't know what pages we're going to do, but I'm just going to go ahead and hit enter from here and I'm going to see what ChatGPT comes back with. And then before I dive in and give more information, I want to talk to you about a couple of other things regarding custom instructions that are already programmed in to our ChatGPT account. As far as how we want language presented, how we want information framed for websites, we have pre trained this. So I will come back to that though. So let's just see what ChatGPT comes back with. All right, Fantastic Work with a niche Market. That's great. It understands we're looking at SEO, strong calls to action and positioning the company as an industry expert. So first of all, it's telling me a little bit about San Savers value proposition. So before diving into the content, we need a clear understanding of what sets San Saver apart, what are the key benefits and features? How does it solve specific problems for golf courses? This information is crucial for creating content that resonates. Now let me just stop right here and tell you that if you were following exactly what I'm doing, you would not get this result. And the reason why is because I have trained our CHAT GPT around how I want it to think and how I want it to return information to me. So one of the things that I trained ChatGPT in advance for is that I specifically told it in my agency's custom instructions that if it needs answers to certain questions that we have not yet provided, we want it to come back and ask us those questions so that we can get the best possible result. So that's what you're seeing right here. If I had not provided those custom instructions, it most likely would not have done this. Now it hasn't written any content yet, right? Because I haven't really guided it on what I want, I'm just teaching it about the client. So now it's telling me SEO optimization, we want to look at keyword research, we want to look at potential content for blogs because blogs are really going to help from the SEO standpoint and then local SEO, focusing on local SEO strategies because golf courses will likely search for solutions within the region. So we want to keep that in mind. Now in his case, he does serve Nation One, so we'll have to evaluate that as we go. There's some strategies around, but really I'm just wanting to work on content for the website right now. So engaging and persuasive content. So it says we want a problem solution format. Now again, this comes from my pre training of ChatGPT and our custom instructions because our agency uses a story brand approach which is really addressing first the problem that you solve for your ideal customer, how you solve it, and then what life looks like for the customer after you've done that. So it has regurgitating back to me, we're going to look at a problem solution format. Then because I said I want to position him as the go to expert, it's saying we want testimonials and case studies and then we also want educational content and then strong calls to action. It's regurgitating back to me, visible and compelling calls to action. So in the content, it understands that I'm looking for that. And then it's suggesting that we add lead magnets, which we're going to. So we're going to write those eventually. And then interactive elements, like maybe a cost calculator. It's just giving me some ideas of some things that would benefit the customer, keep them on our site longer and be useful to them. And then analytics. So it's giving me. Okay, put Google Analytics in there. So I know that. So, final thoughts. Creating a narrative that connects with directors of golf and superintendents, addressing their needs and pain points will be key. So we know that. So now it says, ready to start crafting content or do you need more specific examples or assistance in any area? And it's getting cute here. Let's tee off this project with a clear plan that drives towards success. I like that. Okay, so now I have information from the client. I know what the pages are. We're going to say we've got a homepage, a San Saver page, an R Story page, and other applications. I'm just to start with, I'm going to take all of this stuff that the client sent and I'm going to use it to train ChatGPT on what this client does. So I'm going to tell it. This client sent me a Word document that has the site's pages outlined and just a little bit of content around each. Again, we need to really beef this up for SEO and we need to write it. I cannot type in such a way that it really drives. The user to action. Now, here's the content. And then I'm going to say, by the way, here's a little trick on desktop. If you hit the enter key, that actually sends the prompt to ChatGPT. I don't want to send the prompt. I want to add a little more to it. So if you hold down the shift key and hit Enter, then what it does is it just moves the line down. So I'm actually going to tell it, don't start writing until I specifically tell you to. Instead, give me an outline of the pages from the document and the content you would recommend to meet our goals for each page. All right, so now I'm going to hit Shift enter again and I'm going to control V to paste in the content. Let's see when it comes back. So based on the provided content, here's an outline. So it starts with the homepage, and now it's saying, we want a Hero section with a compelling headline and a high quality image of the San Saver in action. We want an introduction of what the San Saver is focusing on its unique selling proposition like cost effectiveness and ease of operation. The benefits highlight the top benefits such as washes away, I don't know what fines is and contaminants, refreshes your bunker sand, call to action, testimonials and endorsements. And then it gives me an outline of the second page, the third page and the fourth page and the fifth page. Okay, A lot of amateurs would just come in and say, give me content for all five pages in one fell swoop. But this is not going to yield the best result. It is not the best approach. We are going to focus solely on the homepage first because we want to get everything right. First of all, the Hero section is the top section above the page. And so we want to write a compelling headline that addresses the problem that's solved for the customer, how we solve it and what life looks like for the customer after it's solved. So we want to make sure that's all in there. And then under the introduction it says briefly introduce what Sansaver is. So yes, we'll do that, but from the story brand framework. And again, this is where expertise comes in to drive the results that ChatGPT gives you. We actually want ChatGPT to come back and give us some pain points. Like you are having to replace sand X number of times at your golf course and it's costing this much money and you shouldn't have to do that because there's a better solution. So there's things like this. These are things that golf course superintendents and landscapers, greenskeepers, maintenance that they're frustrated with and having to do to their sand traps. But San Saver fixes all that and comes to the rescue. So we want to highlight their pain points and then come in followed with. But you don't have to go through that anymore because we have got this amazing approach to upcycle your sand. So I'm going to be guiding it through creating those sections and then the SEO part as we have it, write those sections. I'll challenge it on the SEO. I don't think that it's going to be great with what they've written. So we're going to focus on the homepage first. So I'm going to tell it. We're going to focus only on the homepage for now. The idea of up cycling sand over replacing sand is a good one. What are, what are some of the challenges that golf course directors and superintendents base with their sand traps. That something like the Sand Saver can fix. All right, see now here's the thing. The client knows all this stuff, but doesn't really articulate all of it in the document because we're writing, so we're doing research. So I want to see what it comes back with as far as what these golf courses struggle with managing bunker sand contamination and compaction. Over time, bunker sand becomes contaminated with organic matter, soil debris and leading to compaction. This affects the sand's playability and drainage Inconsistent sand quality, high maintenance costs, environmental concerns, drainage issues, labor intensive aesthetic degradation. Cal Sansaver addresses these challenges Restores quality consistency across bunkers cost effective solutions. It's an eco friendly approach. It's improved drainage, reduces labor and enhances aesthetics. So this is really good. The homepage should articulate these challenges and solutions in a way that resonates with the target audience. Now, had I just said some homepage content for me based on what the client provided, I would have gotten a couple paragraphs, short ones most likely, and it would not have these kind of compelling things. They're going to make people stand up and take notice and request more information. So if I just flip over to what the basic stuff that the client provided was. So the client. And this is normal. This, this is not a criticism. This is great that the client provided this, but I just want to show you compared I hate these pop ups to what I was able to glean from the research through ChatGPT. So it just says it's a mobile system, it washes away contaminants, contaminants, it's easy to set up operation, it refreshes your sand and it's cost effective. But this language is going to be much better from a marketing perspective on the website. So you see how prompting it the right way really helps and that it's going to make our final product so much better. All right, so we've got these now I want to we still haven't written any content. I am still training it. And keep in mind as I'm probing and asking these questions of ChatGPT, it's remembering all this stuff. Assuming let's just say we start doing social media for this content or for this client down the road. All of this stuff is now in this thread and as we're having ChatGPT do research and we're leveraging the technology to help us write very compelling post. It's going to be coming back to this information to decide what to return from our prom. So all of this training goes in up front and then over time makes the job much easier. People think that chatgpt, you just get this in an instant. When you get this stuff in an instant, it's not great quality. It is not great marketing language. It is not great in so many ways. There is time that goes into this and it's not just time. There's expertise that goes into this. Expertise comes from experience. So that's why if you are working with an agency like ours and they tell you that they're using ChatGPT, you should be excited about that. It's not that they are spending less time and charging you more. That is not how it works. This is why I'm showing you this process. There's a lot that goes into this process. Okay, so we've got the challenges, we've got the benefits. Now I want to say, okay, we want a very compelling headline above the fold of the page in true story brand style. Now this knows what story brand style is because we pre trained it in our custom instructions. So let's just see what it comes up with. Okay, so it's just repeating back to me. Good idea. So here we go. Transform your bunkers, save time, money and the environment with our revolutionary sand upcycling system. Okay, that's okay. Not super excited about it, but transform your bunkers, save time. Not really sure what transform your bunkers means, but save time, money and the environment. That's pretty clear. With our revolutionary sand upcycling system. Okay, so I'm just gonna give it feedback. I'm gonna say that's okay. I don't love the word handspun. It's not clear what that means and how it benefits the golf course. I'm going to say story brand reminds us to clearly address the problem we solve up front. Let's see what it comes back with. I don't spend too much time on that. Just we'll just probe, push. Okay. And bunker sand woes effortlessly maintain perfect playability with our eco friendly sand cleaning technology. Okay, so my thinking here is I don't love end the bunker sand woes. I mean, I know that golf course directors and superintendents, they have sand woes, there's no doubt. But if I find this website and I don't know if they're talking to the golfers themselves, like not being able to get out of the sand or if they're talking about the sand WS that we have owning, running, maintaining the golf course, I don't like that because it, it causes a little confusion and confusion isn't good. However, I do like effort. Effortlessly maintain perfect playability with our eco friendly sand cleaning technology. Okay, so I'm going to tell it. I'm just going to give it feedback. I'm going to push back now again, I'm just going to reinforce. This is where experience and expertise comes into play. A lot of people would say, oh, that's great. It's actually not great. It's okay. But the end bunker sandwose doesn't make it clear who this is for. It could be for players. It could be for they have to dive in further and people don't like to work that hard. So I'm going to take this sentence and I'm going to tell it. I like this sentence. And I'm going to tell it. I like this sentence, But not and bunker. Santos. Because it's not clear if you are referencing players or golf course super antennas. I, I, I can't spell that word. Let's work with the first sentence a little more. And I'm going to. The problem is the problem solved is effort. Effortlessly maintaining perfect playability. Let's look at how you solve. Sand cleaning technology. Isn't super clear to me. And it sounds expensive to me. See what it comes up with. Understood. Okay. It's essential to convey the solution. So it's just repeating back what I said. Okay, here we go. Ever. I can't say that word. Excuse me. Effortlessly achieve pristine bunkers. Our simple cost effective sand refreshing system keeps your course perfectly playable. Our simple cost effective stand refreshing system. I don't like sand refreshing. I like sand cleaning because it, that's what it does. It cleans the sand. So we're going to take a hybrid. So here's what I'm going to tell it. Okay, I'm gonna, I'm gonna, I'm gonna take this. So now Chad, GPT has given ideas. I am taking pieces of the ideas and putting them together into something that I think is really great. So here's what we're going with for now saying for now because the client needs to review it too. So I'm going to paste it in here. Effort. Oh my gosh. Okay. Effort, Leslie. Achieved pristine bunkers. Our simple cost effective sand cleaning system keeps your course perfectly playable. Okay, I like that. Let's go with that for now. Okay. Now I'm going to tell it. Don't change that. This is good. Now let's take that and add a clear call to action. What do you recommend? I Could say request a quote. I could say contact us. But what I'm doing is ideating. Let's see if it comes up with something better, something you aren't interested in. Okay, good choice. All right, here we go. See the difference? Today, request a free demo and discover how easy your bunker maintenance can be. Oh, I like that. See the difference Today, request a free demo. Yeah, I actually like that. Okay, let's go with that. Offers no risk proposition. Yeah, I like it. Highlights ease of use, reiterates the simplicity. Place right below the headline. Yeah, excellent. I love it. Okay, so we have got our headline above the fold. We have our first call to action. All right, now I'm going to come back up here to where I asked it. Challenges in managing Bunker sand. Right. So here they are. So I'm going to come down here, I'm going to say, all right, you gave me seven challenges to managing. Bunker sand. For the next section of this page, I want to highlight those. In bullet form. Easy to scan and read, but scan is my preference because people scan. I need an intro paragraph for the challenges. That really makes these challenges sound hard and costly. You want to make it sound hard and costly, what they're doing now because then that positions the sand saver system in a better light. Oh, I really need to try this. I am, yes, I am sick of these things. So the introduction's designed to highlight the severity, emphasize financial and operational impact and connect with the audience concern. Following this, the bullet points detailing each will succinctly break down. Does this approach align with your vision? Feel free. Yes, it perfectly aligns. Let me just point out that again, the questions and the framing that it did here for me, it did because in my pre programmed custom instructions, I told it to ask questions for clarification or for clarity if it needs it, if it can provide a better response. So that's a really key tip and technique. In your custom instructions, be very specific about how you want it to question you and challenge you before it just spits out some random stuff. So I'm going to say yes, that's exactly what I want. Thank you. I always want to be on the good side of ChatGPT. So let's see what it comes up with. Okay, you're welcome. It's so nice to work with it when they say you're welcome. Good idea. Okay, you're welcome. I'm glad to hear approach. Okay, I'll do. Don't get lazy on me. Okay. So sometimes it'll do this. I'm like, okay, no I actually want. You want you to write it. Let's see what it says. Okay. Let me develop the bullet points. Okay. Expanding on the introduction we crafted earlier. Here they are. Challenges. Okay, so it repeated back. So now don't get frustrated. Right. I think I was clear, but clearly I wasn't. So here we go. Okay, so I want you to write it from the perspective. Of us suggesting they should stop fighting. Contamination and compaction issues, I'm going to say, etc. So I'll type all those out. Again, with your current system, stop fighting contamination and compaction issues. Ignore the typos. It will figure it out. With their current system. The intro paragraph. Should say something like that and then list the issues. I want you to write it like it would appear on the website, not like you're talking to me. Okay. Let's see what it comes up with. Okay. Absolutely. Let's create content that directly speaks to the website visitors. So here we go. Stop fighting a losing battle with your bunker sand. Okay, now that's a good headline. As a golf course superintendent, you're constantly battling. Blah, blah, blah. It's time to reconsider your approach you've likely been grappling with. And now here. That's exactly what I wanted. Contamination and compaction, environmental impact, drainage dilemmas, labor intensive upheav. It cleared. The traditional methods or constant uphill battle. The good news. There's a better way. Discover how our SANSI resistance can transform your approach to bunker maintenance, saving you time, money, and preserving the integrity and beauty of your golf course. Her you've likely been grappling with. And now here. That's exactly what I wanted. Contamination and compaction, environmental impact, drainage dilemmas, labor intensive upkeep. It clear. The traditional methods or a constant uphill battle. The good news, There's a better way. Discover how our SANSI system can transform your approach to bunker maintenance, saving you time. Okay, now I want to say, let's add a great call to action to go with this section. See what it comes up with. Time, money, and preserving the integrity and beauty of your golf course. Perfect. Okay, now I want to say. Let's add. Okay to complement the section. The call to action. Ready to turn a great call to action to go with business tide and bunker maintenance Request your free demo today. Love it. Perfect. Okay. All right. So I've got my headline section. See what it comes up with. Okay. To complement the section, the call to action. Ready to turn the tide in bunker maintenance request your free demo today. Love it. Perfect. Okay. The how we solve the Problem. I've got the call to action, and then I've got the pain points and why they should stop. Stop doing what they're doing right now because this is so much better. And a call to action. Next section I want to say. Okay, now I want to create. All right, so I've got my headline, the how we solve the problem. I've got the call to action, and then I've got the pain points and. And why they should stop doing what they're doing right now. Benefits section written in a similar style. This is so much better. And a call to action. Next section, like to the site visitor, that really highlights how the sand saver. I want to say. Okay, now I want to create a benefits section written in a similar style, like to the site visitor that. Solves those pain points. While saving time and money. Really highlights how the sand saver solves those pain points. While saving time and money. You can include some intangible benefits too, because there certainly will be some. Let's see what it says. Okay. You can include some intangible benefits too, because there certainly will be some. Let's see what it says. Okay. Reimagine your golf course with san saver, where efficiency meets excellence. All right, let's see what else it comes up with here. Revolutionized bunker maintenance, consistently perfect playability, dramatic cost reductions, eco friendly. Reimagine your golf course with sand saver, where efficiency meets excellence. All right, let's see what else it comes up with here. Revolutionize bunker maintenance, consistently perfect playability, dramatic cost reductions, eco friendly, sustainable, simplifies workflows, enhanced course aesthetics, boosted player satisfaction and retention. Love that. Love that. I love all of these, except I don't like reimagine your golf course when with sand saver, sustainable, simplifies workflows, enhanced course aesthetics, boosted player satisfaction and retention. Love that. Love that. I love all of these, except I don't like reimagine your golf course with sand saver. I don't like that. It's unclear to me what that means. What do you mean? Reimagining the golf course is still gonna look the same. Like, this is a minor detail. So I don't understand that. So we're gonna. We're gonna challenge that. And then the first one, revolutionize bunker maintenance. I don't know what revolutionize means. Like, that sounds hard to me. So I don't love. I don't like that. It's unclear to me what that means. What do you mean? Reimagining the golf course is still gonna look the same. Like, this is a minor detail. So I don't understand that. So we're gonna. We're gonna challenge that. And then the first one. Revolutionize bunker maintenance.