Another week, another mix of projects on the go. Here’s a quick round-up of what I’ve been working on, and a few bits that might be useful if you run a business of your own.
A little local news site that saves people money
One of my ongoing experiments is a small local news and information site for Cheltenham. This week I added a feature to the fuel prices page that shows you exactly how much you’d save filling up at the cheapest station versus the most expensive one — in this case, over £3.60 on a full 60-litre tank. Small thing, but it’s the kind of detail that turns a page people glance at into one they actually bookmark and come back to.
The lesson for any business: if you’re already publishing information for customers, ask whether you can make it more useful with one extra calculation or comparison. It doesn’t take much to turn “nice to have” into “genuinely helpful”.
Tidying up marketing content to match what’s actually for sale
I spent time this week auditing a client’s ski holiday booking site and found their blog content was talking up resorts they didn’t actually have much stock in, while barely mentioning the ones they did. We’re now building a proper content plan that matches what people read to what they can actually book.
It’s a really common trap — marketing content drifts out of sync with what’s actually on offer, especially if it was written months ago and things have moved on since. Worth a quick check on your own site: does your “featured” content still match your current stock, services or availability?
Automated Google Business posts, minus the faff
For my own consultancy, I’ve set up a system that automatically drafts a Google Business Profile post twice a week, pulling from recent blog content and rewriting it into a short, punchy update with a clear call to action — then emails it to me ready to copy and paste. No API integrations, no new logins, just a helpful shortcut that saves the “what shall I post today” moment.
If you post regularly to Google Business, Facebook or LinkedIn and find yourself staring at a blank box each time, this kind of “draft it for me” approach is a really easy first step into using AI practically — no big system needed.
Giving AI-written content a proper human edit
I also worked through a batch of blog drafts for a client that had all been generated by AI and left looking a bit generic — the classic “reads fine but says nothing distinctive” problem. Each one got rewritten with a specific, concrete angle (a real before-and-after story, a particular time-of-day scenario, a genuine comparison) rather than the vague, could-apply-to-anyone version.
That’s probably the single biggest gap I see with AI content across the board: it’s very good at sounding plausible and very bad, left unchecked, at being memorable. A bit of human direction on the angle makes all the difference.
Keeping comparison pages fair
Lastly, I revisited some comparison pages I’d written for a client that, on reflection, read a bit too favourably towards a competitor. Fixed the balance while keeping all the facts accurate — a good reminder that even well-intentioned content is worth a second read with fresh eyes before it goes live.
That’s the week. If any of this sounds like something you’re wrestling with in your own business — content that’s drifted off-brief, marketing busywork you’d love to automate, or just wondering where AI could actually save you time — get in touch and I’ll happily talk it through.
