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In this episode of PR Explored, host Michelle Garrett, a PR consultant, author, and writer, welcomes conversion rate optimization specialist and website consultant/copywriter Gill Andrews, who shares her work helping service providers and SaaS optimize websites and teaching through content, books, and Udemy courses.
They discuss why websites are often neglected (overwhelm, unclear starting point, long service-provider sales cycles, and lack of immediate ROI) and argue that content still matters as the hub of owned media supporting PR and credibility.
Gill emphasizes a “decent” website built on clarity, relevance, value, and trust, using customer language and specificity rather than vague, “fancy” positioning.
Key content includes homepage, service/offer pages, about and contact pages, plus testimonials/case studies where possible; blogs can support trust and search/AI visibility but may be less effective than before.
They also highlight design-copy alignment, avoiding friction, and keeping pages current amid changing buyer expectations and AI.
00:00 Welcome to PR Explored
00:49 Meet Gill Andrews
02:53 Where to Follow Gill
05:44 Does Website Content Matter
06:33 Why Websites Get Neglected
10:50 Clarity Relevance Trust
12:16 Stop the Buzzword Copy
17:28 Use Customer Language
19:34 What Content to Publish
24:10 Building Trust Without Proof
25:25 Specificity Builds Credibility
27:47 Website Confidence and Fit
29:43 Why Websites Matter
30:16 Design And Usability
30:59 Friction Speed Bumps
34:49 Brand Trust Alignment
37:14 When Ugly Works
39:16 Buyer Research Reality
44:42 Content Quantity Strategy
45:06 Blogging And AI Visibility
50:10 AI Copywriting Limits
52:51 Learning And Creativity
55:14 Wrap Up And Connect
Show notes:
Gill Andrews on LinkedIn: https://www.linkedin.com/in/gill-andrews/
Gill Andrews website: https://gillandrews.com/
Follow the host:
Website: www.michellegarrett.com
LinkedIn: https://www.linkedin.com/in/prstrategist/
YouTube: https://www.youtube.com/@PRisUs
X/Twitter: https://x.com/PRisUs
Threads: https://www.threads.com/@prwritergal
Michelle's book - B2B PR That Gets Results - is available now
Book a no-obligation call to talk about your needs here.
About the host: Michelle Garrett is a B2B PR consultant, media relations consultant, writer and author of B2B PR That Gets Results, an Amazon Best Seller. She helps companies create content, earn media coverage, and position themselves as thought leaders in their industry. Michelle’s articles have been featured by Entrepreneur, Content Marketing Institute, Muck Rack, and Ragan’s PR Daily, among others. She’s a frequent speaker and podcast guest on public relations and content. Michelle has been repeatedly ranked among the top ten most influential PR professionals.
