#125 AI, Storytelling & Sustainability: Boosting Website Performance
In this episode of the 90-Day Website Mastery Podcast, Jonny Ross and Pascal Fintoni return after a break to tackle three game-changing topics that every website owner needs to understand: the true power of storytelling on websites, key insights from London Tech Week 2025, and the essential AI tools that are transforming how we manage and create website content.
The episode explores how storytelling isn't just marketing fluff. it's a fundamental communication tool that can transform your website from a static brochure into an engaging journey that makes your visitors the hero of their own story.
Jonny shares exclusive insights from London Tech Week, revealing why AI adoption has moved from optional to essential, how sustainability has become a major selling point, and why enterprise-level AI rollouts signal that smaller businesses must act now or risk being left behind.
Finally, the hosts recommend cutting-edge tools including Google's enhanced NotebookLM and Opus Pro video editing, plus two website adjustments that can future-proof your site for the AI-driven web.
If you manage a website, create content, or want to stay ahead of the digital curve, this episode delivers practical strategies you can implement immediately.
❓What Does Storytelling Really Mean for My Website?
The StoryBrand Framework (Donald Miller's 7-Step Process):
- Your visitor is the hero, not your business—speak directly to their needs, frustrations, and goals
- Identify their problem—name the pain point early (slow supplier, clunky platform, overwhelm)
- Position yourself as the guide—you understand their challenge and have a proven solution
- Provide a clear plan and call to action—simple steps, not complex dropdown menus
- Show the transformation—help them visualise life after working with you (faster sales, better confidence, more leads)
Practical Implementation:
- Replace "We offer secure hosting" with "Sleep better knowing your website is always up"
- Structure content around customer outcomes, not company features
- Include real customer stories and testimonials throughout your site
- Create emotional threads that guide visitors through a clear journey
Pascal's Two-Part Storytelling Framework:
- Story: The structure of what you've observed, why it's happening, and what people are trying to achieve
- Telling: The format you choose—words, images, videos, sounds—to deliver that narrative
- Focus on relatable anecdotes and case studies that supplement facts with human connection
❓What Are the Key Takeaways from London Tech Week 2025?
Jonny's Five Major Insights:
1. AI Integration is Non-Negotiable
- AI was mentioned in every conversation—it's no longer a bolt-on feature
- Must be embedded across the entire business, not just marketing
- Applications: content drafting, customer support chatbots, real-time analytics summaries
2. Sustainability Sells
- Green tech and climate-focused startups had dedicated stages with packed audiences
- Investors are actively seeking businesses with sustainability stories
- Showcase local sourcing, carbon offsetting, renewable energy usage
3. AI Fluency is the New Basic Skill
- Job requirements now include AI competency alongside Excel and Word
- Teams need employees who can write prompts, experiment with tools, and embrace curiosity
- From admin teams cleaning spreadsheets to sales reps polishing proposals
4. Partnerships Fuel Growth
- Businesses serving similar audiences should collaborate actively
- Beyond referrals: share content, cross-promote, create joint offerings
- Examples: mortgage brokers with estate agents, wedding photographers with florists
5. Enterprise AI Adoption Signals Urgency
- Barclays rolling out AI tools to 100,000 employees—not a pilot, full transformation
- Small and medium businesses can move faster than enterprise
- Opportunity to test, learn, and implement while larger competitors are still planning
❓What AI-Powered Tools Should I Be Using Right Now?
Opus Pro (Jonny's Pick)
- AI-based video editing for professional content creation
- Transform 10-20 minute videos into multiple short-form pieces for social media
- Automatic branding, subtitles, and cinematic quality output
- Desktop web application with streamlined workflow
NotebookLM by Google (Pascal's Pick)
- AI-powered research and thinking partner with regular updates
- New Features: Enhanced audio summaries, improved FAQs, mind map visualisation
- Practical Applications:
- Upload website URL and business documentation for comprehensive analysis
- Generate mind maps to visualise website structure and identify gaps
- Create multiple audio summaries with different perspectives (impressed visitor vs critical visitor)
- Direct conversation style with customisable podcast host briefs
- Multi-language audio summaries for exporters
- Translate expert advice into actionable plans
Implementation Strategy:
- Copy and paste your website address into NotebookLM
- Upload business documents for context
- Use mind map feature to visualise content structure
- Create targeted audio summaries for different scenarios
- Leverage FAQ generation for better customer service
❓What Website Changes Should I Make Right Now?
Jonny's Call to Action: Implement LLMS.txt File
- New experimental standard helping AI models understand your website content
- Different from robots.txt or sitemap.xml—specifically designed for AI interactions
- Provides structured content overviews and navigation paths for ChatGPT, Gemini, Perplexity
- Acts as signpost telling AI about key content, page summaries, and important information
- Essential for future-proofing your website's visibility in AI-driven search
Pascal's Call to Action: Remove or Reassess Publication Dates
- Challenge the status quo: Should dates be prominent, hidden, or removed entirely?
- Focus on evergreen content: Remove dates from thought pieces and non-news content
- Content audit: Review articles from 6-18 months ago for refresh opportunities
- Republication strategy: Update and republish valuable content without dates
- AI considerations: Dates can signal outdated content to AI systems
Key Insights and Messages
Storytelling as Strategy: Moving beyond feature lists to create emotional connections that position visitors as heroes of their own transformation journey.
AI Adoption Urgency: Enterprise-level implementation signals that AI fluency is becoming as essential as basic computer skills, with clear competitive advantages for early adopters.
Content Future-Proofing: Preparing websites for AI-driven discovery through structured data, evergreen content strategies, and enhanced user experiences.
Partnership Opportunities: Collaborative growth strategies that extend beyond traditional referrals to create shared value and expanded reach.
Practical Implementation: Every recommendation comes with specific, actionable steps that website managers can implement immediately without major overhauls.
🔑 Key Takeaways — What You’ll Learn (with timestamps)
02:07 – You Ask, We Answer: What does storytelling really mean for websites?
03:12 – The StoryBrand framework: Seven steps to website storytelling
05:11 – Making visitors the hero, not your business
06:07 – Pascal's storytelling breakdown: Story structure vs telling format
08:33 – Moving from stating facts to relatable anecdotes
09:35 – Website Stories: Jonny's experience at London Tech Week
11:13 – AI everywhere: No longer a bolt-on, now integral to business
12:44 – Sustainability sells: Green tech takes centre stage
13:41 – AI fluency as essential as Excel and Word skills
14:39 – Partnerships fuel growth: Finding complementary businesses
15:42 – Enterprise AI adoption: Barclays' 100,000 employee rollout
20:01 – Website Engine Room: Opus Pro video editing tool
21:56 – NotebookLM by Google: Enhanced features and mind mapping
23:22 – Audio summaries with different perspectives and languages
25:25 – Website Call to Action: Implementing LLMS.txt files
27:05 – Pascal's recommendation: Removing publication dates from evergreen content
28:35 – Final reflections: Storytelling, AI adoption, and sustainability themes
🔎 SEO Keywords & Tags:
Website storytelling strategies, StoryBrand framework implementation, London Tech Week insights, sustainability marketing, AI fluency skills, NotebookLM tutorial, LLMS.txt implementation, evergreen content optimisation, website user experience, content marketing automation, digital transformation strategies, website future-proofing, AI website optimisation
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About the Hosts
Jonny Ross is a leading digital marketing consultant and SEO strategist with decades of experience helping businesses transform their online presence.
Pascal Fintoni is a digital skills trainer and video marketing expert, known for making complex tech topics accessible and actionable.
