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...
