There's someone I'd love you to meet.

Introducing generic Derek.

He wanted to write all the content for his new website.

Derek soon realised he'd bitten off more than he could chew, so he turned to an AI tool to write everything for him. He was delighted at how much time he'd saved and proudly sent it to his web agency.

Here's where things got tricky.

• Lack of communication - Derek decided not to tell his agency he's used an AI tool.

• No quality control - he's not a copywriter, but the AI-generated copy looked fine to him. Derek's agency lacked the in-house expertise to review the content, and besides, there was no time or budget to check it all.

• Kiss goodbye to ROI - as a result, Derek's £15K website ain't a lean, mean lead-generating machine. The copy is dull and lacks emotion, persuasion and personality.

That's an issue for your agency's reputation because even though you had no input into the content, the end product needs to deliver what it was meant to. It also means no word-of-mouth advertising, a missed opportunity for a case study and a disgruntled ex-client.

What's the solution?

Build a non-negotiable content review into all your website quotes, and be clear on why it's an essential part of the process.

There's more on this in 3 hassle-free ideas to stop content delaying your website projects, so download it now if you haven't already.

Bye for now.

Jamie