Gill Andrews

Does your website still matter when AI reads it first? Conversion optimisation specialist Gill Andrews on why trust, not automation, still governs a hire – and what that means for your site. Independent professionals keep asking one question about their websites, and it is more on point now than it was two years ago: if AI is reading my site before any person does, does the site still matter? Gill Andrews, a conversion optimisation specialist and copywriter who has spent over a decade turning underperforming websites into lead generators, answers it directly: the website is still the last point of decision-making, because a human still makes the final hire. Gill is a return guest where she first joined me on episode 46, when she told you the website was the one asset totally in your hand. This conversation tests that claim against what she has watched happen since. She explains why conversion optimisation starts with session replays, heat maps and performance data bef…

Gill Andrews, conversion copywriter and author of Making Your Website Work, explains why most service-provider websites fail to generate inquiries — and it is rarely the design. Based in Germany and working exclusively with English-speaking clients, Gill takes a holistic approach that treats copy, usability, and layout as one system rather than separate jobs. The conversation covers the three things every page must do in its first few lines (clarity, relevancy, value), why "above the fold" still matters but not in the way most people think, the most common homepage mistake that sends visitors away, and how to structure a services page so the right clients self-select. Gill also walks through her process for auditing a website — starting with what the business actually does, not what the owner thinks it says. Wisepreneurs explores how experienced independent professionals position accumulated expertise and build sustainable practice.