Why the Future of Accounting Firm Marketing Is a Living Website, Not More Content

Speaker A: Mhm. Welcome to the Growth Minded Accountant podcast where our experts will share best practices on running your firm in the digital age. This podcast is brought to you by AccountingWorks Pro. Let's get started.

Speaker B: Welcome back to another episode of the Growth Minded Accountant. My name is Lee Reams, I'm the founder and CEO of uh, AccountingWorks. And today's topic is the firm down the street publishes the same insights you do. So this is kind of a continuation of the cookie cutter is dead theme that I've been talking about for some time, but more importantly, starting to understand how the landscape has changed and getting you recommended by ChatGPT and tools like that. So I wanted to start today with something that I think describes a huge part of the tax and accounting marketing space right now. You know, the firm down the street publishes the same insights you do. Uh, and specifically in our vertical, unfortunately we have a couple companies that have lots of thousands of websites and they're doing the exact same content for every single firm. Right. Um, and then for some firms I'm actually being generous. At least they're posting. Uh, so there's at least there's fresh content going. So if you look across the tax and accounting profession, I think most firms websites fall into one of three categories. So uh, and the first is what I call D, the designed, launched and forgotten website. Um, and before I get too far, Rebecca, say hello and uh, let's jump into this fully.

Speaker A: Hello everyone. Yeah, I'm looking forward to this. Um, this is really important topic so I'm excited that we're getting into it today.

Speaker B: Yeah, and the forgotten website, I call it a dinosaur site. Um, you know, someone at the firm, a partner had a Cousin who's doing WordPress sites and they decided let's build a new website. And then they spent the money, probably more than they expected. They worked through the design, they had a full committee deciding what bio was approved and everyone debated which photo to add and the website launched. Then everyone loved uh, it when it launched and maybe even someone. What we usually see is about one or maybe two blog posts and then crickets. Three years later, that website looks almost exactly like it did on launch day. Um, so that's kind of category one, kind uh, of not a diy, but it definitely kind of, I guess puts a certain group of people what they have done. So the second one is, unfortunately to me the worst one you could do is the cookie cutter website. So in our profession, as I mentioned, has lots of these. Same basic design, the same old dated photography, the same service pages the same copy headline, the same monthly tax articles across everybody. The same language about being that trusted partner. If you swap the logo at the top, it could belong literally to any other tax and accounting firm. And more importantly, it's a firm one mile away or five miles away and the consumer looks like. What's the difference between these? Uh, then I think you're starting to see a third category merge. And that's what I'm going to call the AI content factory. There's good parts about this, but then really, really bad parts. So someone says, hey, we solved our content problem. AI can write four blogs a month for you. I've seen offers on the Internet on social. Um, we're going to create an army of writers and agents for you and that's fantastic. Um, except now we've got thousands of firms publishing the same generic AI produced articles. Uh, five tax tips every small business owner should know. Should your business become an S Corp Year end tax planning strategies and the content may be accurate. Most likely it is not. Uh, because if you just have a generic uh, model working on it, I don't know if it has the tax inside, I don't know if it's updated to the tax code. What we've seen is no, you know, and, but it can write very well. Um, but does it know your audience? Does it know your firm? Right. Is there a narrative? Is there a real point of view? Um, you know, there might be no understanding of why that particular firm specialize in that. What I see is there's no connection. The firm is actually trying to grow. Um, it's kind of like throwing everything against the wall and see what sticks. We went from websites that publish nothing to websites publishing the same thing over and over again, uh, at AI scale and AI slop. Right. So we basically have uh, AI trying to publish a whole lot more of the same exact thing. Right. So none of these really solve the marketing problem. Rebecca and I think that's where we want to start kind of going into what our first section here is. Your website is not a marketing strategy. There's much more to this. So try to expand on this a little bit. I kind of set you up and then we'll jump into some really good details of what you should be doing and how to do it.

Speaker A: Absolutely. So there is kind of this misconception that because a firm has a website and it looks professional, the marketing has been handy handled. But having a website and having a marketing strategy unfortunately are not the same thing. So a website is going to be your infrastructure it is the, the roadmap. Basically it's your highway. But you have to build on that to actually have something that matters. So think about everything that shifts after you know, your website initially launches. So your firm might change, you might start, start offering new services, you might change packages, your pricing might shift, your clients might change, you might um, develop a niche that you didn't have before. For example, the area you live in might shift, drawing in a new demographic of people that opens up a new world of clientele. Tax laws will inevitably change. Services are likely to change as the world goes more toward advisory. For example, more and more firms are offering advisory services. Um, maybe you discover that you really enjoy working with a certain type of industry that you didn't realize before that you liked. So things shift. Also, Google changes, AI search changes, mapping systems change. Nothing is static, right? Life is change and the Internet is changed. But if your website stays exactly the same as it was 3, 4, 5, 10 years ago, that's the problem with thinking of your website as a one time project. It needs to be an evolving project project because the world around you is evolving and your website has to be able to keep up.

Speaker B: Yeah, I think more importantly too, your competitors change. So where you may have been recommended or ranking, so to speak, in certain topics, someone's outflanked you, uh, maybe a new competitor came in that's doing a better job of telling their narrative. So I think what we're trying to and successfully have done is understand building your website is not a one time event. This is a living document. This is a living, you know, it's almost like you're, you want to make sure that your talking points, uh, what's working, what's not, are evolving with you. Okay. Um, you know, so the whole idea of design, built, launched and done, um, that isn't really going to get you where you want to go. Okay, so then this goes back to what I call the cookie cutter problem. And that's the lack of narrative and what you're seeing. And this is where you start getting what I'll call AI slope. So if there's no real point of view, there's no, uh, your expertise is really not integrated into the content that you're creating. You don't have a target audience for the content that you're creating. Um, that is a big problem. So let's get into what a cookie cutter website looks like, what is wrong with it and why there's a better alternative.

Speaker A: Yeah, so we're going to really dive in here and the first thing I want to say is that these templates are not inherently bad. Um, they were made to make websites affordable. They allowed small firms to actually be able to get online without spending an arm and a leg that they maybe couldn't afford. That does have value. The issue is that the template cannot become the marketing strategy. And that's what happened time and time again with these cookie cutter sites, is that firms would pay the one time fee to have it launched and then they would just assume that everything was kind of running behind the scenes when that wasn't always the case. So if you look at enough accounting websites, you'll see the same exact verbiage.

Speaker B: Don't laugh too hard, Rebecca. I know, it's okay. You've seen it, you've done it. And again, go ahead.

Speaker A: So things like, we provide personalized tax solutions, we're your trusted advisor, we help individuals and businesses achieve their financial goals. These all sound great, but it doesn't really tell people anything about your firm. Like who are you? Who are you especially good at working with? What do you believe? How do you think the tax and accounting professional and client relationship should look? What problems can you solve better than other firms? You know, what kind of client would look at your website and instantly think this firm is? For me, that's where differentiation is important and it's what differentiation is supposed to do. If we can replace your logo, like Lee said earlier, with any other logo and the website still tracks, that's not what you want in this day and age. So the same thing happened with content libraries. For many years, firms were given kind of pre written articles, pre written newsletters because it did solve a problem. It allowed them to have access to content to put out there into the world when they didn't have time to create fully custom work. So that was great in that time period. But if hundreds of other firms are publishing basically the same thing, we're back to the exact same question and back to square one. Why should someone choose you specifically? That's where AI has come in and the world has started changing again.

Speaker B: Yeah. And it's obviously, uh, changed content creation. I, um, always call it the blank page state. And that's what AI is best of. It's great when you get an email from a client in your inbox. And now AI can pre draft a response to that because it researched what the question was asking. It figures out the tone, the intent of the email, um, and then it can basically get you 95% of the way there. You make a couple changes, maybe you make an edit here or there and you're done. An article, same thing. You want an article, you can have one in 30 seconds. You want five social posts done. You want a newsletter done. You want to write an faq Done. Service page. You get the idea. So there's massive productivity improvements, but, uh, this is where AI did not automatically answer the question, should you create that article in the first place? That's where we're missing. We solve production, but before we've actually solved a strategy. So when production becomes almost free, or at least in your mind it's free, simply producing something becomes less valuable. And that's economics. If everyone can create unlimited content, content itself is, in scale, scarce anymore. Knowledge is not scarce anymore. But you know what is scarce is expertise. Your expertise. Years of experience. Right. Relevance to an audience. Right. Does this content actually resonate with me? Original thinking.

Speaker A: Oh, my.

Speaker B: What is that anymore? Right? Specificity. So are you specifically targeting something? Are you saying something about something? Trust. Right. Understanding the audience. You know, we just did Mike, uh, and I, our director of Tax Intelligence yesterday did a. Uh, we do tax updates. And he was going into some really complex things, and it just made me step back again. And sometimes, maybe even I forget how complex the tax and accounting space is. And this was just about a particular tax credit for businesses, uh, and paid leave and insurance policies. And it was a simple kind of concept, but we went through, what, 20 some minutes just explaining it and how you break that down to a client and decide, should we do it? Should we not? Um, there's a lot to it. If I were writing to that audience, I need to understand exactly what they're going through, and is this something valuable to them, and is it worth me actually saying it to my client? I think that's where, again, AI kind of doesn't have that judgment. So AI didn't fix what I'll call bad tax accounting for marketing. And actually, in some ways, it made it even worse. So if they're. If firms are putting out a bunch of slop, they're putting out more slop than ever. So if there's no strategy, there's no narrative, no audience, no, um, point of view, and no connection between what you're publishing and what you're trying to grow, then AI just lets you produce more generic material. Um, I guess faster is a way to look at it. So I don't think that is where the opportunity is. I think narrative has to come first. Um, so you're in an accounting firm and you tell AI, hey, write me an Article about tax planning for dentists. I think this is a really good example. Um, you'll probably get a pretty good article. It will come up with things you probably didn't even think about. Right? Um, but I would say let's approach this differently. So let's tell the system, hey, we're an accounting firm that has developed a significant dental practice niche, right? And we're giving it context, we're giving it background for the prompt because we want a better output and we're letting AI help us write the article versus write an article. So, you know, we work with Dennis from the point of view, um, where, you know, they're considering buying into a practice, for example, uh, through growth, expansion, bringing in partners, and eventually actually trying to sell the practice, you know, so we're trying to become the firm Dennis in our market, associate with the entire financial journey. So if you just ask AI to write that one article versus added three levels of context, um, I think you're getting a much better output. So I think you see where I'm going. So let's now ask, hey, what are these dentists actually worried about buying into a practice? How much debt should they take on? Should they own the building? How should the practice be structured? The entity? How much should they pay themselves? When should they buy equipment? You know, when do they bring in another associate? We see that often right now, right? How do they structure a buy in? Um, you know, what's the practice actually worth on the market? Right? You know, what happens when they're ready to sell? So now we've got something, right? Uh, we're not brainstorming some random blog, uh, topics anymore. We're building a body of expertise around a specific audience and a specific narrative. And that narrative might be, hey, we help dentists make better financial decisions at every stage of practice ownership. Now the website can start proving that. And this is how AI and content creation really starts working. Well, so that your service page backs up this story, the article backs it up, the FAQs reinforce it. They're all starting to work together. This narrative is interweaved between all your content. So if you did case studies, it reinforces it. Your newsletter reinforces it. Any videos you've created do the same, right? So everything starts telling a, uh, coherent story. That's strategy, that is marketing. And that's the step that most people, I mean, Rebecca, I would say almost everyone is just neglecting. They're just going and running with it. And, and they're in a, you know, they're running 100 yard dash as fast as they can versus doing it as a marathon. I really think it through strategy and what I'm going to do. So AI is simply helping us execute it at scale. Um, and that wasn't economically possible before, and now it does. So let's start talking about kind of the content calendar and how you now turn this into an opportunity engine.

Speaker A: Rebecca Right. So the path forward has really changed from what we traditionally thought of when we thought of content strategy and content creation. So the old question was, you know, what are we going to publish this month? So that's where the concept of content calendars became a thing. In January we're going to write this, we're going to publish three times a week. February, we're going to write this, March this. And there's nothing wrong with planning content that's actually helpful for many people to have it laid out. However, what if instead we asked, you know, where does my firm have an opportunity to demonstrate expertise right now? It helps you to create more topical articles that have more, more likelihood of getting shared across social media, more likelihood of getting recommended when people are searching for newsworthy topics. So this is important. Also, clients might be asking you the same question over and over again based upon things that are happening in the world or, you know, different things going on in their lives. If you are getting the same question five or ten times a week, that's a massive opportunity for you. That should be an alarm bell going off like, hey, we should be publishing content about this yesterday. So maybe service that the firm wants to grow is barely represented on the website. That's another opportunity. Say people don't know that you've started offering advisory because you haven't really published it. So you might know that internally, but outwardly you have not put onto the Internet that you're offering these new advisory services. Another opportunity could be Maybe you've got 20 reviews that mention how well you understand real estate investors and how you're able to really help them. But your website has almost nothing about real estate. So that's another huge opportunity to establish yourself within that niche by having content. Um, the article Lee mentioned about dentists, you could very easily do a similar prompt for real estate investors or any industry and get some great content. There's another opportunity with a high value question, like I mentioned, that prospects are asking and none of your competitors are answering it either. That's your chance to establish yourself as an expert in that particular area before anybody else in your area has done it. So there's all sorts of ways to create opportunities for yourself or take advantage of opportunities that already exist. New tax laws, for example. And this is a completely different way of thinking about how we create content. Instead of feeding a calendar and saying, oh no, we have to publish on Monday, Wednesday and Friday this week and we're just going to pick a random article topic out of the clear blue sky. You will never run out of content if you're paying attention to all of these opportunity signals, because they exist everywhere and they exist every single day. And this is where AI can also become more interesting and really help you.

Speaker B: Yeah. And I'm going to just jump into kind of how we're doing this and you guys can take it however you want. So the strategy has been from our point of view and what we've seen work very well is we start with building. It used to be called a knowledge graph. Companies like YEXT used to call them knowledge graphs and basically think of it as like painting a picture about your firm. So the old days it was more like contact information, your hours, it was like details that were fairly generic and spread across firms. Um, so like attributes that they all had. Um, and where a knowledge graph with AI has gone and where we have taken it is we basically have created a skill that we as humans, as with strategy, kind of feed plus it takes access to all of these conversations within our ecosystem with your clients. Those questions, they're asking some gaps you have maybe in services where you have 30 clients that are offering in this vertical, they own gas stations, for example, but uh, you have no content on your site for gas stations. What we've done is created a system that builds up this new kind of, uh, knowledge graph on steroids. Okay. And what that does is that then can feed every other strategy that we want to go. So let's say, um, we have another skill that kind of looks at your competitors, for example, and areas that you want to rank, whether that be local, where are the gaps, what are the content you need to create? And our AI engine will know your firm, it obviously knows the tax code, uh, with max, our AI system and it will be able to start formulating, creating very personalized, one to one kind of content just from your firm. So it's not something that AI slopped has done 58,000 times. Right. And that's where it gets really interesting. So a system that starts understanding your firm, it understands your services, it understands your specialties, it understands maybe you have certain professionals that uh, work in QSPS stock, for example. Right. But more importantly, it understands your clients. Your geography, what your reviews are saying, what your existing client, uh, content strategy looks like, what are these questions? And now it can start formulating what is working, what's not, what's becoming stale. Instead of that, your blog is due Thursday. You don't need to do any more homework because the technology has done it for you. It basically comes back to you and says, hey, I've looked at this, this is what I found, this is why I think it matters, and this is what I recommend you do. Um, then it can feel like an assistant, a marketing assistant that's automatically going through all this data and kicking out, uh, suggestions. We've taken it a step further. Where most of our clients point blank say to us, I just want it to run, I just want it to work. And I just want, if something comes out perhaps that you don't like, just delete it or edit it. It's not that big of a deal. So we have created autonomous skills that will do that exact thing. And they'll analyze your firm. They're going to know your firm inside and out. You know, I was laughing. Um, my, I've mentioned this before. My daughter plays water polo and she just, uh, committed to a college to play. And we're super excited. And I was talking about, I was actually looking at, uh, you know, their record in the past and, and what was the single season goals and all this kind of stuff. And the AI just starts making fun of me, right? And then it actually knows me so well that, ah, we're having a full conversation as if it's a buddy and I drinking beers and talking about it. And that's what you want your tools, your technology to be able to do for your firm. Um, so I'll go into that. Uh, I guess I'll do an example about this, Rebecca, if this helps. So you take that dental firm example one more step and imagine logging in on Monday morning. And you can create agents. By the way, this is not just done in max, but you can create ChatGPT to do an agent for you that says every Monday, give me my opportunities. And then you can look at them and decide out of the topics it found this is what you should be doing. You could say, okay, uh, the agent, if you ask ChatGPT to do it, you come in and there will be a little blue dot and it will say, the agent has run, right? And the agent has his responses for you. And then you can start a conversation with that and it could say, hey, we've noticed increased interest around Dennis buying existing practices in your market, Right. Maybe it found some articles, maybe it found some posts on Reddit. Um, who knows? Right? So you've worked with clients through this process, but your website currently doesn't demonstrate that particular expertise. And then it says, hey, these three questions are appearing repeatedly. You know, how should I structure a, uh, dental practice acquisition? Should I buy or lease the practice, real estate? You know, what are the tax implications when buying a dental practice? And then it could say, we recommend, you know, building a primary guide around buying a dental practice, supporting it with three FAQs, you know, doing a short video that you can put on Instagram or a reel on YouTube, and an email to your existing dental clients. That is marketing intelligence. That is your agent or AI proactively doing research for you that you just wouldn't do, or a tool like Max and the skills we've created do for you and then actually executing it. Right? So, uh, you know, imagine the system has already created that first draft using your firm's voice, expertise, and point of view. So you're not starting in that blank state. You're not starting from zero. You're just reviewing. You're adding your judgment, your expertise, your point of view. Uh, and that's more of how we, this firm thinks about this. Um, this is how we would communicate to that client. It's not how an AI says we should. Okay. And I think that's really important to understand the difference between this and what I call AI Slop. And there has been some discussions about Claude adding watermarks. So if you're a heavy Claude user. Oh, my God, what does that mean? Is now all the machines know that AI created this content for me. You know, why does that matter? So, Rebecca, if you can kind of, uh, this is kind of a current topic. I know you said you've had some people not in our space, but people you've worked with, uh, kind of mentioned this, but kind of go into this a little bit detail.

Speaker A: Yeah. People I know, people I've worked with are definitely concerned and are seeing kind of the mainstream media hoopla surrounding this. So we do want to address kind of the criticism that comes along with this. Because everyone has seen AI slop or negatively written, poorly written AI content. We need to be careful about what we mean by that, because AI slop is not all content that AI helped to write. Um, that definition is very quickly going to become antiquated and useless. So really, in our world, kind of here at Counting Words, we would view AI slop as content that kind of exists because AI made It cheap and easy to produce, not because someone actually had a useful, accurate, differentiated, timely thing to say. AI slop is repetitive, generic. It's really disconnected from the actual expertise of the firm or the company, regardless of what space there is. Sometimes it can be technically correct, but yet it manages to not say anything. It doesn't really position anyone. It doesn't, uh, provide any sort of expertise or insight that any general person wouldn't know. So also in a profession like tax and accounting, there is another risk. Does the system fully understand the subject matter? You know, is there reliable tax knowledge behind it? Has it been trained on IRS documents? Has it been trained on the tax code? All of these kinds of things. The latest updates, for example, um, tax news can very quickly be outdated as things change. So it's very important to understand that just because someone can connect an AI model to a website and generate, you know, 100 or a thousand tax articles doesn't necessarily mean that's how they should be using an AI system.

Speaker B: I think some of the conversation around AI watermarking gets a little confused too because, um, the question is, can AI generated content be identified? What model will use it next? Google stops showing content. I think you nailed it. I don't think the issue is should you use AI to help you write? Um, I think it can articulate. I mean I usually just talk to it. I give it uh, a dialogue of everything that I think, all my points of views, I argue with it, I push back and I get a very well written article in my voice, my point of view very quickly. If I try to do that the old fashioned way, that could take me an entire day and I get approved and out the door. So I don't think the idea here is just be concerned, did AI touch this? I don't think there's any issue long term. It's more as, is this worth reading? Um, and if you can now write more efficiently, um, you can now educate more people than you could before. Um, so I think that's really important. And you can give your examples, you're giving your expertise, you're giving real client experiences. The system could tell very quickly. Did an AI with no experience, no expertise, no point of view write something versus a human who has all this experience doing it? Right? So AI can help you organize it, it can research pieces of it. More importantly, it can clean up the language and turn it into a finished article very, very quickly. So I guess the question is, well then who did write that? Oh, AI wrote it. No, it didn't. You know, I wrote it with an assistant helping me. It's no different than ghostwriting article or books for if you want to get down to it. So, uh, AI certainly helped me create some of the words, but this point of view, the expertise, all came from me. Um, so I think it's very important to understand the difference between that curation process and having a knowledge graph about your firm and you versus saying, write 50 SEO articles for my tax and accounting firm and then AI generates 50 articles on its own generic. No point of view, no expertise. Who knows if it's hallucinating, who knows if it's accurate. That's what we're trying to help you understand. So we wanted to get into this a little bit. There's a distinction here. Uh, I don't think the problem is AI. It's AI without context, expertise, or judgment. So I think that's really important and we just wanted to address it because it goes back to our whole point here of there's firms out there right now that are promising, hey, I'll prompt build you a website, I'll, uh, prompt build you articles. Uh, uh, basically all this SEO content, and the reality is there's no strategy behind it. There's usually no narrative. And you're going to put out a bunch of AI slot that won't necessarily help you. So now I'm going to go into, um, what firms should be doing today. Rebecca. Uh, this is part nine of how I analyze this or outline this. And I think this is more actionable things that people can actually do now and get that living website. That is the whole topic of today is how do you get a website that just doesn't go out there at one point? It learns, it adds content, it adds expertise, it fills gaps, it sees areas of opportunities. So kind of explain a little bit of how that happens, how you go about it and how you execute it.

Speaker A: Yeah. So if you're sitting here listening to us and you're thinking, okay, my website might actually be one of the ones that's been sitting there for five years, don't panic. Um, for starters, you don't have to rebuild the entire site from the ground up tomorrow. You can start with a few questions. So the first one would be, what work do you actually want to do more of? Not every single service that's currently listed on your website, but think about what you want to grow. And then number two, who do you want to work that? Who do you want that work from? So, for example, if you want to start offering more advisory services to business Owners, what types of business owners do you want to advise? Is it perhaps physicians or retail store owners, restaurateurs, whatever that segment is? That's a really, really good way to start narrowing down who your website should be appealing to. And then think about who are the clients where you do your best work? Um, the answer may very well be the same as who is it that you want to work for? Who are the clients you want more of? Who do you understand? And then number three, what does that person, that prospect, need to believe about your firm before they'll contact you? So this is a little more existential, but you need to think about how will they know that you understand their industry, that you'll be proactive, that you've dealt with their problem before, that you're approachable, uh, that you understand complicated financial matters, perhaps that they're considering? And there are quite a few ways you can prove these things. But if your website isn't proving it right now, you do need to make some changes. Social proof and testimonials are a very easy place to start, um, with kind of showing people that you've dealt with these problems before and that you'll be proactive. If you have past clients who have left you reviews, connect those to your website or even just showcase some of them on your website. Let people know, hey, this isn't our first rodeo. We've done this, we've helped people just like you overcome these exact obstacles and issues that you're dealing with right now. And then that's really your starting point. Start looking at all of these things and um, start taking off bite sized pieces and making those changes to your website. So then after you've kind of done this assessment, the self assessment, you can start thinking about the questions that clients are actually asking you in every email, every meeting, every phone call. Because those are the questions that are really telling you what your target market wants to know. And then those questions in turn can really become some of your best content and your best marketing assets. If you are prompting your AI system with prompts that treat it as an assistant who helps you establish your expertise, not just as kind of a general content mill engine.

Speaker B: Yeah. And I think that will just lead me to kind of wrapping this up and understanding kind of where the future is. So, you know, I would say the first generation of tax and accounting sites that cookie cutter design it, launch it, forget it, you know, and then, um, you know, then you got the dinosaur site from that, right? So then people said, well, hey, let me get a template site, you Know, they're going to give me contents, but at least I have content going out. Um, which is great. But now we're at the risk of creating, you know, generic content. You know, uh, you know, something that every single firm has. No, it's, it's kind of like as commoditized as you can be. Right. The third thing is now I have the ability with AI to just, I could do unlimited amount of content, and then now you all of a sudden have a slot. So that's kind of the evolution of, uh, how things have gone. So I believe none of this is the future. What we're doing with our clients has been working really, really well. So the future is a system that understands your firm. Everything that Rebecca just talked about, it can automatically be listening to and integrating and know, hey, we said these things over here, let's say them over there, right? Um, you know, it understands how you're trying to grow. It's able to identify opportunities. It helps you capture the actual expertise of your firm. And more importantly, this now turns into content to help market your practice. So that is the shift from a static website to a living growth system. Okay? From a content calendar the old fashioned way. Rebecca, which we know what you're talking about, to an opportunity engine. From publishing information to actually demonstrating expertise, specifically personalized to my firm. AI shouldn't make every firm sound the same. Uh, that narrative is so important. So if used correctly, AI should finally make it economically possible for every firm to show the market what makes it different. That's why we've said before we're so happy of what we're doing here at Accounting Works. We're basically like an ad agency, um, for the common man. Right? Uh, and we know we're doing a better job than that 20, $30,000, um, investment, if you did it the old fashioned way, right? Because your firm knows things, your people have experience, you have opinions, you've solved problems, you've answered thousands of client questions. So there's a ton of expertise sitting inside most firms, right? The world never gets to see this. So the opportunity with AI is not to replace, um, all of that with generic content. And that's what a lot of people are doing. It's actually being able to use that content to generate very personalized, um, outputs. I think that's the generic versus specific commodity information versus actual expertise. I think that's really important. Content created because you can versus content created because you should. I think that's where things are going. So that's the opportunity that is our topic today. So think of your website. If you're putting it out there and it's sitting bad, right, it's not going to get recommended by the search engines. Um, if you are using a cookie cutter site that has no positioning, generic language, also bad, it's harder to get recommended in the modern search engines, ChatGPT, et cetera. So being able now to use technology and agents to be able to personalize all this, this is really, really strong. So, um, you know, hopefully you're understanding this and kind of realizing ways to play this as you get ready to market for next year. So, Rebecca, did there anything I missed or. I think as usual, we covered it pretty well.

Speaker A: I think we did. I can't think of anything else. Hopefully this has been helpful though, and kind of gives you a better understanding of the difference between AI sloth and helpful AI assisted content. Because I think there is a lot of confusion right now and hopefully this has kind of cleared up the muddy waters for you.

Speaker B: Uh, next week, I hope we're going social. Are we going social, Rebecca?

Speaker A: Yes.

Speaker B: So something, uh, exciting for most people. And if you're scared of social media, I think it will, uh, kind of break down why you shouldn't be. And more importantly, you'll understand why it's so important in the modern marketing strategy. So until next time, thank you for being a listener of the Growth Minded Accountant podcast. Uh, we'll see you next week. Thank you.