Your website used to be the first thing people saw.
Now it's often the last.
More of your future clients are asking ChatGPT, Google AI and other tools who to hire before they ever type your name into Google. That changes what your website is for, and what you should be putting online instead. The businesses getting mentioned are usually the ones already sharing useful, relevant content.
Let's talk about your contentHow people actually find you now
It used to be a straight line: search, land on a site, decide. That's not really the path anymore.
- Where you landed on that list came down to your SEO, your Google Business Profile, your reviews, and how much you were paying for ads
- Whoever ticked the most technical boxes, or paid the most, got seen first
- People aren't typing two or three words anymore, it's now paragraphs. Many are speaking into AI, which means longer, more specific requests
- The AI often already knows things about them from earlier conversations: their situation, their budget, what they've already ruled out. So it's answering with more detail than a search bar ever had
- To decide who to mention, it reads what's been actually said in videos, articles, blogs and pages, not just who paid for the top ad
The website hasn't disappeared, it's still part of our digital footprint. It's just moved to the end of the line, still the place for your pricing, your credibility, your offers, your contact form, your booking link, the details AI won't spell out for someone.
When the drumbeat changes, the dance changes.
You're probably already doing some of this
If you're posting reels on Facebook or Instagram, that's not wasted. It means the hardest part, being on camera at all, is already behind you. But reels do a different job. They're short, made for scrolling, and mostly gone from view within a day or two.
When AI is working out who to recommend for a real, detailed question, it needs more to go on: an actual explanation, in your own words, long enough to show what you do and how you think. Something that stays put and can still be found in six months. That's the gap reels don't fill, and it's exactly what YouTube is built for.
Why YouTube, specifically
Of everywhere AI could look, video is one of the sources it reads most closely, and YouTube is where most of that video lives. Two numbers worth sitting with:
What matters isn't the size of those numbers. It's what they tell us. More people are getting answers before they ever reach a website, which means businesses need more places for AI to learn about what they do. That's where useful videos, explanations and real-world expertise become important.
This has nothing to do with subscribers, though. When AI decides who to recommend, it's reading what you actually say in a video, not how many people liked it or how big your channel is. A video you posted this morning counts the same as one with two years and ten thousand views behind it. If you've never had the time or the crowd for a big following, that's genuinely good news, not a reason to sit this one out.
What actually counts as "worth making"
Not what you'd expect, and not what's held people back until now.
- Filmed on a phone is fine. It doesn't need to look professional
- Short is fine. It doesn't need editing, music, or a script
- Being clearly, recognisably you matters more than being polished
- The topic matters far more than the production, and that's the part worth talking through together, rather than guessing at alone
Already sitting on content?
If you've recorded a webinar, a talk, or a training session before, that's not wasted. It can very often be cut down and put on your channel as-is. Worth mentioning when we chat.
If this makes you a bit nervous, that's normal
You don't need to become a YouTuber. You don't need fancy equipment, a script, or a big following. This isn't about performing online. It's about letting someone see how you actually think and talk about your work, once, on camera. That's it.
Where I come in
I'll talk you through what's actually changed and what kind of videos genuinely count for a business like yours, no obligation, no pressure to start filming tomorrow.
If it makes sense to go further, we can also look at:
- Topics your customers are already asking about
- Simple videos that show your expertise without feeling salesy
- Setting up or improving your YouTube channel
- Making better use of content you've already created
- How your website and content can work together
None of that has to happen today. It simply gives you a clearer picture of what might actually be worth doing next.
Let's have a chat about it
You know me, this is free, no obligation. Just a conversation about what would actually be worth making for your business.
Book a free chat