How Artificial Intelligence can improve your website!

Jon Richardson • May 3, 2021

Get more leads & customers from your website!

What is Artificial Intelligence (A.I.)?

Artificial Intelligence is the term used to describe the process by which machines make decisions based on the specific set of circumstances presented to them in any given situation. It is used more and more often throughout our lives, cars have it with dynamic cruise control and lane assist technology, our social media feeds use it extensively to deliver content we want to see and satellite navigation systems use it to allow us to avoid traffic jams.

Whilst in some areas it may be thought of as intrusive but for the most part it adds a lot of value to our lives and saves us valuable time.


A.I. in Marketing

As mentioned above AI is used extensively in Social Media but it is also prevalent in many other forms of marketing, search engines wouldn’t be able to generate the vast advertising revenues they do if they couldn’t predict and automatically deliver content based on decisions made by the algorithms. Ecommerce is another area that uses A.I. extensively to recommend products for customers. Just think of your Amazon page!


However other than a few exceptions, such as Amazon, website developers have largely ignored Artificial Intelligence. This is surprising considering the value that it can add to websites.


How can A.I. improve my website?

Having Artificial Intelligence built into your website allows you to ensure that the content and user experience is relevant and appropriate for each visitor. Having more relevant content improves the user experience and delivers more value. What this means in reality is that each user is more engaged with your website. Website engagement means that visitors are more likely to take the next step, your call to action, whether that is to contact you, book an appointment or buy your product or service.

Examples of A.I. in Websites

Promote a time specific offer:


Maybe you are a bar or restaurant and have a happy hour from 5 to 7pm every Tuesday night to increase custom on a quiet night. Wouldn’t it be great if from 2pm every Tuesday your content changed to promote this? That’s exactly what A.I. can do for you – automatically!


Number of visits:


A.I websites know how many times someone has visited. If it’s the first time someone has been on the website, it can prompt them to sign up to your mailing list so you have their details and can continue to communicate with them. If it’s the 10th time you may want them to encourage the visitor to make a purchase with a discount code.  Whatever your preferred call to action is you don’t want to do is to continually bombard them with the same message otherwise they will get annoyed and eventually no longer visit.


Device:


Responsive websites, i.e. those that adapt the font size and images etc, are pretty much standard nowadays. If your website doesn’t it is definitely time to replace it.


A.I. websites take this several steps further. Do you want to encourage people to email you if they are viewing your website on their phone, or do you want to encourage them to call you? A.I. websites will ensure that you have the most appropriate calls to action on your website. But what if it is 3am rather than you 3pm, and you are snugly wrapped up in bed. Do you want them to call you then? Well, A.I. can help you with this too.


Seasonal Messaging:


Do you want to deliver the same promotions and messaging in the run up to the summer holidays as you do in the run up to Christmas, I’m guessing not! Again, this is where A.I. websites come into their own. Tell them what content you want and when and they will deliver it at the most appropriate time.


Location:


Do you want to focus more on local business?  A.I. can identify where visitors are located and adapt the content accordingly.



These are just some basic examples of how Artificial Intelligence will help improve the visitor experience which will convert more visitors into customers. There is much more it can do including combining all of the scenarios mentioned above. For example, do you want a specific message or promotion to be displayed for visitors who are located in the New Forest and looking at your website on their mobile between 10am and 1pm during the school holidays. This could be a very powerful marketing message for retail or hospitality companies based in Bournemouth or Southampton trying to target new customers.


It is also important to mention that it is not just the text on your site that can be adapted by A.I. the images, colour schemes, as well as graphics such as having fireworks in November, snowflakes falling in December or hearts in early February etc.


There are many more ways that A.I. websites can help grow your business, far too many to list in this blog.  If you would like to see some examples of our A.I. Websites please you can see some examples of our website design here 


Conclusion


The age of static brochure style websites is coming to an end as artificial intelligence becomes much more commonplace. However, the vast majority of websites are still static brochure style websites that will deliver the same message 24/7/365. If you want to get ahead of the curve and make your website really stand out then it is time to incorporate Artificial Intelligence into your site and give your prospective customers the information they want at the time they need it and make it easier to act upon it.


To do this you don’t need to pay a web developer thousands of pounds to build bespoke functionality you can just upgrade your website to a new platform with A.I. built in as standard.


You can read more about A.I websites by visiting our own A.I. website or pick up the phone and get in touch for a free and friendly chat.

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