The Leading in a Crisis Podcast
What really happens when a crisis hits an organization—and how technology is influencing decisions and reputation impacts. Come hear what happened when experienced leaders were actually in the middle of a crisis—and capture the lessons before it happens to you. Email the show at Tom@leadinginacrisis.com.
Your host, Tom Mueller, is a veteran crisis manager and trainer with more than 30 years in the corporate communications and crisis fields. Tom currently works as an executive coach and crisis trainer with WPNT Communications, and as a contract public information officer and trainer through his personal company, Tom Mueller Communications LLC.
Our goal is to help you grow your knowledge and awareness so you can be better prepared to lead should a major crisis threaten your organization.
Music credit: Special thanks to Nick Longoria from Austin, Texas for creating the theme music for the podcast.
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The Leading in a Crisis Podcast
EP93 Targeting the LLMs and AI - your website should feed the monster
Use Left/Right to seek, Home/End to jump to start or end. Hold shift to jump forward or backward.
You can’t rely on “I’ll believe it when I see it” anymore, and that single shift changes everything about crisis communication. When AI can generate convincing text, images, and video in minutes, your website stops being a nice-to-have and becomes a core piece of brand defense, public trust, and operational resilience.
We sit down with Wes Towers, a digital marketing and website expert joining us from Melbourne, Australia to map out what’s changing and what still works. We talk about how AI-driven misinformation erodes credibility, why deepfakes raise the bar for proof, and how even ordinary business websites can become security liabilities. Wes explains the practical tradeoff between WordPress and other CMS platforms versus hard-coded sites, and why “less moving parts” can mean fewer vulnerabilities when threats accelerate.
Then we get tactical about what to publish and how to structure it. We break down the trust signals that help real people and AI systems evaluate legitimacy: credentials, awards, recognizable client brands, reviews, and case studies that only you can tell. We also dig into crisis readiness, from the need for fast updates to why separate crisis websites can keep routine business functions running while stakeholders get the details they need. Along the way, we connect the dots between SEO and AI visibility, because the same clear, high-quality signals increasingly shape what large language models “know” about your organization.
You can reach Wes at his company website: Uplift360.com.au
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We'd love to hear from you. Email the show at Tom@leadinginacrisis.com.
Digital Assets In A Crisis
Tom MuellerHi everyone and welcome back to the Leading in a Crisis Podcast. I'm Tom Mueller. On our show this week, we're going to dive into the realm of managing your digital assets in this new world of artificial intelligence, as well as when we talk about crisis situations. Websites can be a very critical part of our communication strategy in an emergency response and longer-term crisis situation. So, what are some best practices there? And how does AI factor into all of this? Those are questions I think about regularly. And our guest today is Wes Towers. Wes is an expert in digital marketing and websites, and he's joining us from Melbourne, Australia. Wes, welcome to the show.
Wes TowersThanks, Tom. It's a pleasure to be with you today. And uh it's uh exciting and terrifying times right now. So, and certainly the online world is changing fast. And so hopefully we can give a few tips and insights today.
Tom MuellerExcellent. That sounds like a bold and clear objective for this next half hour or so.
Wes Towers And Web Industry Changes
Tom MuellerUm, Wes, uh, give our listeners just a quick thumbnail of your history and your biography and how you know you got to where that you are today.
Wes TowersYeah, well, I I feel like I've been around as long as the internet, which isn't really true. But um, well, I suppose it is since my my birth. But uh when I started in the career, websites weren't really a thing. There were some companies that had websites, but I studied graphic design multimedia because I'm all I've always been a creative and technical kind of person. So that that blending of the graphic design and the multimedia suited me. But uh by the time I finished my university degree, got a job in a marketing company. This is as I say, marketing has evolved a lot uh since I started. They only had one computer connected to the internet, one dial-up modem, one shared email address. So they'd never done any website design. I was there a few months and uh they won a project to design a website and said, You're the young guy, better figure out how to how to do that uh for the client. We've already sold the um sold the proposal. So um did that, and I it was truly something that really resonated with me, the technical and the creative coming together. And so it's wild how quickly the the industry changes, but because I'm in it daily, um uh it's uh you know, you keep up with it. I've always said if you if I stopped today and I came back in six months' time, it would be hard to pick it up because things change fast. But man, the last few years uh it's been accelerated. So, you know, starting my own company a few short years after working in the marketing company, learnt a lot of things the hard way. Um, but yeah, new new uh challenges, new uh things to overcome. Uh keeps us on our toes for sure.
Tom MuellerYeah, absolutely. And you know, we're we're we're moving, well, we've moved through the realm of social media, which was something that really became relevant to crisis management back, I don't know, 2009, 2010, maybe a little bit earlier than that. But since that time, it's completely revolutionized, you know, how we look at digital assets and how we communicate with our stakeholders out there. And now we're moving into the realm of artificial intelligence. And so that's a whole nother game changer that we're having to adjust to and try to figure out now. How do we leverage this to help us in these response situations or even with our day-to-day marketing and media monitoring? There's just a lot going on
AI Misinformation And Trust Problems
Tom Muellerthere. Well, let's let's start talking about sort of AI and how do you see AI sort of helping or hindering us in our communication efforts now?
Wes TowersYeah, well, it it really has a massive part to play in in communication, and and there's certainly pros and cons. And I suppose for most of us, we can't change the trajectory in which we're on, but we can work um to its uh capabilities and safeguard ourselves. Um But yeah, so the the dangers is there's just an overwhelming amount of information and content out there, and it's not necessarily trustworthy because we all know and we've all bumped into things that are not true. We've read things that we don't know if any human is even proofread it before it's published. Um we've seen the videos, we've seen the photographs, uh, we know we can't trust our eyes anymore. Uh, which is a, you know, people used to say something along the lines of, oh, I'll I'll believe it when I see it. Well, these days you can't believe what you see necessarily or read. Um, and so that that makes uh challenges in my world from a marketing standpoint, because marketing, my in my view, is all about building trust and authority recognition. So you become a trustworthy uh provider of a product or service and and um and grow your business. So those are the things we're leaning into from a marketing standpoint. But as as you say, the AI has massive risks.
Breaches WordPress Risk And Hard Coding
Wes TowersUm, here in Australia, we had uh a big breach of Medicare. So that's um it's probably different around the world. But Medicare was a is a government um uh initiative where everybody in Australia is on Medicare and all the private information for the health and um lots of lots of things are covered um for you for your medical expenses through Medicare, which is which is a wonderful thing, but it's all about data. And so Agentic uh AI had found a way to hack in and uh get some of this information. Now, this is just hot off the press in the last few days, really.
Tom MuellerBut this is a fascinating story, though, Wes, because this was an AI agent that um sort of broke out of its box and did an unauthorized search and hack of the Medicare database there in Australia. So it just has raised all kinds of you know additional concerns about AI. But how did that play out as you watched it there in Australia?
Wes TowersWell, it and it's affecting my world because they sometimes piggyback off the back of a regular websites. So they'll hack into a basic website and use that as a as a jumping, landing, you know, a position where they can go and try and get into something a bit more meaningful, even if it's a basic, simple website. So um, yeah, it's it's uh something I've been considering even over the weekend, um, and how we tackle help our clients um overcome what could potentially be horrible. The way I think about it is AI and it's it's growing in its intelligence, it's almost like it's that toddler infant where it just won't do what it's told to do. Um it's growing in its maturity, and uh and I don't know where it ends up, but what we do know is there's the massive risks. And so for a long, long time we've been building websites through WordPress, and we used other um content management systems. And I think the majority of websites online for businesses are still WordPress or some other content management system. It has massive advantages because it makes it easier for non-tech people to jump in and log in and make changes and add posts and you know, whatever they want to do, case studies and uh blogs and news or whatever they want to do. And you can have a large team with logins and and so on, but every every login or every um capability function within a website um creates a new vulnerability. Um and so there's a stack of websites we've made over the years, which realistically they never they hardly ever change. So that to open up the level of risk that they have for the very occasional change is um is something that we're looking at right now. And I I mean, just before this show, I started writing some content about the benefits of creating hard-coded websites. Because if it's hard-coded, it's just the basic um foundational pages of a website. If your site doesn't do anything sophisticated or fancy, well, less is best because the less things there are, the less things there are to hack. So um just thinking, just been producing some content around that because I think there's going to be a massive shift in our world away from some of the software um that once we leaned upon really heavily. Um, but that yeah, we could go on for the a long time, but yeah.
Tom MuellerIt's interesting, Wes, because uh I have several websites of my own that are built on WordPress platforms, and I'm sure you know thousands and thousands of other companies do as well. Is so what I hear you saying is that's a fairly secure way to maintain your websites, but then how do you see the threat from AI coming in or you know, other platforms? Is there a competitor to WordPress that's you know less secure?
Wes TowersYeah, well, more so WordPress is is one where there's lots of benefits because it's massive and there's lots of plugins and themes and things that you can add to the website. That's that's brilliant because it's so large. But also if it's if it's if it's large like that, there's more benefit for a hacker because if they can find a vulnerability, they can find it for for you know thousands of websites potentially. And so you really do need to stay on top of if anyone's got a WordPress website and they they do log in, they'll see all the time, nearly probably daily, even, that there'll be something needs updating from a security standpoint, and simply people don't stay on top of it. And the updates are always released after the vulnerability is found. So you might be the unfortunate one who gets who gets hit before the update is released. Well, you know, yeah.
Tom MuellerFor small uh medium companies, uh, you know, this is an ongoing challenge to try and maintain the security of your websites and keep the updates plugged, you know, plugins updated, all of that stuff. Um Yeah. So that's gonna be an ongoing challenge.
Deepfakes And Reputation Defense
Tom MuellerI think, Wes, one of the things that that we've all seen that really, really concerns many companies is the the issue of deep fakes and this deep fake videos that can be created out there. Um I'm wondering what's your what's your take on that? And you know, what's a good defense when something like that comes at a company?
Wes TowersYeah, well, it's it's really difficult, isn't it? So I I suppose the the way to tackle any um negative publicity, I suppose, and it would be true in this instance as well, is you need the good to outweigh the bad. It's it's very it's very difficult to um to to remove these sorts of things, and it's going to become incredible. It's you you're not going to be able to distinguish what's real and what's not real. I mean, it's already close to that level already, but it's you know, people can find ways to detect it. So you know, it's it's in my view a matter of getting your authority and and trust and reputation out there um at scale to create a large positive footprint so that the negative could potentially be buried somewhat. Or there's at least people people will grow to understand this is the new world we're playing in, and they'll be looking for multiple signals, I believe, um, to to verify if something's legitimate. Um, you know, I we were talking about um these issues before the show uh a few years ago now, before AI, but there was the company who had a massive PR problem. They just had some legal battles, and um they thought they never needed a website, just the nature of their business. They were quite a large business, but just the way the business flowed through, they you know, they didn't really need any customer-facing materials. Although so they thought until such time as they had a legal battle and all of a sudden a lot of people were calling them saying, Hey, uh we just bumped into this stuff because all that would show up in Google was the the legal stuff. And so they all of a sudden they wanted a website to bury the the negative publicity. So they didn't realize, Wes.
Tom MuellerSo this company had no website presence out there at all. Oh no, yeah.
Wes TowersWhen I spoke to them, uh they were quite smug about it in that we've we've built this empire for so long. It's a big I won't say who they are because it's got legal things going. Well, it had legal things, not sure where it's all at now. Um but quite a sizable business. But because they weren't selling anything to the consumer, and that was quite a niche business, although a a very you know, a large niche, but they had some technology that you know they didn't really have many competitors. Um so they had a superior service and everyone in their world knew that knew of them. They just didn't realize how many people were Googling them. And and a lot of even simple as simple as truck drivers who were needing to get to their location, they would Google to find the address or what have you. And uh yeah, you know, even back then before AI, it was important to show up in Google because that's where people might search for your company and brand. Um, and particularly if there's negative things going on. Um, but now AI is gleaning the large language models, they're gleaning information far and wide about your your personal brand, about your business brand. Um, and it it's it's remarkable what might show up. So, in my view, you really want to be creating a large footprint of positive messaging around your personal brand if you're a founder or leader of a business. Um so it's drawing upon the right insights about you.
Tom MuellerSo AI is um you know it's sort of changing the game here in how we how we go to market, but I wonder about monitoring, right? You're talking about having a corporate website or a company website out there to actually feed um the large language models, right? So when they're out there scraping data off the internet, they're getting information from your company website. And if that website doesn't exist, what's AI gonna say about your company?
Wes TowersYeah, that's so true. And so it's the one place online where we control the space. You know, there's social media and so many other things you can do online, but it's the one area that you can dig deep for for la, you know, the opportunity for that large language to address the deep uh things that people are searching for. So, in my view, whilst there's a lot of talk about websites becoming less relevant because people use other tools to research and so on, I always like to tell people it's you know, we talk about training our own AI to do what we want it to and and understand us and so we get better outputs. But imagine if you could train everyone else's AI, and that's what online material does. And the website is the area in which you can control to the highest degree, and you can go really in depth. Obviously, it's great to be having um other platforms mention you in a positive light. You know, if you get in legitimate media and so on, that's wonderful to verify who you are, who you say you are, and you do what you say you do. But it's it's largely outside of our control. Some of these things are under our influence, but not inside of our control. But our website is in our control, and so we have the capability to shape that to a large degree.
Trust Signals Case Studies And Site Structure
Tom MuellerSo as you think about your experience sort of building websites, working in the digital space here, you know, what are some of the key sort of guidelines or guidance that you give to clients uh when building websites today uh in this just crazy environment that we're working through and living through now? What's you know, what's your advice?
Wes TowersYeah, well, the first question would be around how often will this website be changed and updated? Because the reality is if you're not going to change it fairly frequently, um, you may want to reconsider going down a content management system path, so a WordPress or something of that nature, simply because it's making yourself more vulnerable and you've got to do the monthly work or even probably more than monthly, the updates and so on. So all that work for something that's likely not to change. In those instances, you would build it hard-coded. So you're just writing the the basic code, which isn't uh, you know, there's no logins or anything like that. So you're you're much more secure. So that's the first thing. But once you get beyond that, let's say you are updating it frequently and you have a team to jump in and manage things, that makes sense. You're on a platform to do that. Structure it up in a in a way that showcases all the trust signals that you possibly can, because as we've touched on uh uh before, the you know, the trust is being eroded. So anything you can do to build trust, so any credentials, any uh awards, uh qualifications, those are should be badges that feature. Um even if people don't know what they represent, um, they see something and they make the association with it, or that's something that's um verifying some some form of validation and proof. So that's one thing you definitely want to showcase. Brands that you work with, if you're working with other um reputable brands, particularly if they're recognized in in in your industry, or you know, even potentially just household names, that would be wonderful to showcase the brands you work with. Just all signals to build trust, but also case studies, things you actually build or deliver. Um so if you're a builder, we work with a lot of construction companies. So if you're working on a a a building that's particularly uh one that's recognized, having a photograph of that and um showcasing it because everyone can produce generic content on through AI, you know, the a few clicks of a button that only you can write about the case studies and the stories and examples that are real. And so people are looking for that real information and insights. It's called information gain. So what are you adding that's new that only you can add to the online world? And think about publishing around that, but yeah, focus mostly on the trust elements, anything you can do to build trust. Because that's that's where it's all at right now.
Tom MuellerSo, Wes, you you work a lot with uh building trades, construction firms. Um you know, typically that's not industries we think of as having you know intricate uh websites uh with lots of uh you know data and and you know flashy features on them. Um is my assumption about that way off base? What you know what's your typical uh construction trade company dealing with?
Wes TowersYeah, there's there's some that need more sophisticated and complex things. So we've created calculators for various um for various companies. There was uh one we did recently, a steel plate calculator, so you say the dimensions and it gives you all the out, you know, what people need, and a crane calculator, so you say the distance out and the and the and the weight and so on, and it calculates which kind of crane and and so on that you might need. Those sorts of things are more complex, but they uh you're right, they are rare because not every every company needs them. But you know, we're living through crazy times where uh a lot of construction companies are doing it tough. And that's certainly in our world in Australia. Most of our clients are in Australia, but we've cli've got clients elsewhere. It feels as though a lot of them are doing it really tough in all sorts of places around the world, you know, people going out of business and um you know, other challenges. So there's there's all of that that people need to compete with as as companies, building materials going through the roof, you know, with uh everything going on in the world, and they did through COVID, but now they're doing it again with oil. Everything she needs to be shipped, it costs more. And so they're you know, if you if you haven't priced that in and you've you know you you could find yourself vulnerable. So all these headwinds, so it means that companies um need to market a little uh um more um aggressively, you might say. They they either make one of two choices in these crisis times, which the industries are in of uh at at this present time, they either choose to do no more marketing and and save the expense if you're thinking about it from an expense standpoint. So that's one choice you could make, and there's uh reasons why you might make that choice. But the other choice is the polar opposite, and it also might be the correct choice, and you actually choose to double down on your marketing and choose to focus on it more because there's less work out there, so you have to fight a little harder to get it. Just the same set of crisis um scenarios, different uh mindsets will take it in different ways, and there's not necessarily a right way. I think you should do more marketing because that's what I do your websites and and marketing, online marketing and so on. I'm probably biased in that. But uh yeah, there's pros and cons for both choices in these times.
Tom MuellerYeah, back jumping back to AI for just a moment here. Uh is is AI always in the back of your mind as you're building new websites for a client or interviewing a client about their business to you know to sort of help them establish that digital footprint. Uh, what's your thought processes uh around AI, you know, going forward here in that?
Wes TowersYeah, it's it is interesting. So a lot of people uh are talking about showing up in in AI platforms as a as a business of brand and optimizing for that. And it's certainly helpful, but the good News is the same strategies that once applied and still apply for showing up high in Google are the same strategies that work to show up in large language models. So from our perspective, it actually is becoming somewhat easier and less technical, curiously enough, as these really technical um systems uh evolve and become more and more sophisticated. What they're trying to do is become create more human-like uh experiences. So the more we can focus in on the marketing messages and and what you know the the core foundational marketing things like what makes you stand out, what makes you distinct and unique, and who's your niche target market, what's your avatar, who are you trying to target? Um you've just you've got to raise the quality of all of these um these things that you're working on because there's just a sea of sameness that we're all all sinking in, we're all um getting bombarded with so much. So yeah, it's it, yeah, go on.
Tom MuellerDo you think the the average website that uh you know you build for a small medium-sized firm uh might be up to the challenge of dealing with a crisis in that business? You know, the whether there's a a safety issue that's come to light around a particular business or you know, some executive malfeasance issues that bring a sharp spotlight onto the firm. The website's gonna be a critical part of that response, right? Yeah. How much are you talking about that building in contingency, you know, power or whatever it might be to help support that?
Wes TowersYeah. Yeah.
Crisis Response Speed And Website Control
Wes TowersWell, in these scenarios, speed is really important. So that would be a benefit for having capability to update the website yourself and have some form of news because you know, the speed in which you can get the information out is you know, these hot stories sometimes feel like they're going to last forever, but sometimes they're just here for a moment and and soon pass. So you really want to get in and and get either have the capability to jump in and and and have your response um straight away in into your website in your news or to remove something. We had a scenario where it was a um a security company a few years back and and they had uh their receptionist was featured on a number of uh pages on their website just because of the photographs and so on, and she was there. Um but she all of a sudden was uh in some sort of legal thing going on. I I never really found out exactly what was going on. But they needed to remove her from the site and they needed it done straight away because somehow people had realized where she was, or something was going on anyway. So but in any case they wanted her gone from the website right away, so that so the capability of jumping in and responding immediately was important in in that scenario. Um but yeah, there's yeah, there's just so many to safeguard yourself. There's you know, keeping the website up to date and so on, and but responding to to messaging super important. And obviously through social platforms you can get things out far and wide. Whether people are going to believe you or not, that's that's the challenge that we're living in.
Tom MuellerIt is. Well, I wanted to share with you just uh uh an example that I worked through, uh, which was a black swan oil spill response situation, right? Where we had this was a deep water horizon oil spill back in 2010. And it was one of those uh situations where it was not a contained situation. Oil kept flowing, it kept expanding, hitting other cities along the US Gulf Coast. And uh so we ended up standing up one crisis website to be the main response, but we you know adjusted our strategy as time went by because you know, here in the U.S., it started with potential impact on the state of Louisiana and then it moved east toward um uh Mississippi and Alabama and then Florida. So we ended up standing up individual websites for each one of those states because there was so much interest about, hey, what does the response look like in Florida coastal communities, right? What's our actions we're taking in those communities? And we just couldn't cover all of that with one broad website. And so we stood up those individual sites for each state, assigned a team to manage that working in the state. Uh, and that seemed to, you know, to work okay. We were able to tailor our messages then for the stakeholders that were most impacted in that particular area. Um I'm wondering again, I've not heard of a response that was large enough to require that kind of a digital response. Uh, but um, you know, we set a precedent with that. And I'm just curious from your perspective, if you see that as a pretty good strategy approach for this, or is there something very different that you might do today in a situation like that?
Wes TowersYeah, well, there's definitely massive advantages if you have the capability to do that. The challenge with it is if you're setting up brand new websites, it can sometimes take a little while for Google to recognize it's there. Um, there's ways to speed it up. Um so it you know, if it depends on how important it is in their in their eyes. So, you know, you might get it through in 24 hours, um, maybe that's too late. Uh it depends on the nature of the scenario. It's just it could be so many different different uh things to consider. So get it but getting things on an established website will typically be found in the in all the platforms much faster because it has some credibility already built and established. So there's that as well. But I
Writing For Journalists And AI Scrapers
Wes TowersI think the w another way of thinking about it is journalists are using the same tools that everybody else is to do research, right? They're all under time pressure and so on. So to think about whatever you're publishing, and no matter where you're publishing it, um realize that it might be repurposed and um to think about yes, the humans are gonna read it, but the AI is going to read it as well. And so oftentimes we think, oh, people aren't going to read all of this information. And that's true, they're not. They're gonna scan through and find the uh parts that are of interest to them. But the large language models are gonna read it all. So um, you know, it's uh it's a a p time and place where more might be better. Um just a f just a few um AI and the journalists using it. I had um a number of years ago now I had a journalist call call me. Um and um I realized, hey, she's just she's got a job to do, she's gonna write an article. Uh it was about storytelling. And so the the the question I was pleased I asked was, hey, what what is it you need from me to create a great uh story? And she said, Well, I'll need a photograph and I'll need a couple of um uh quotes from you and blah blah. I said, fantastic, I can send that through to you. And whilst there was, I think, three other people, no, two other people, three of us in in total that were interviewed for that for that story, um, it was me that had the large photo photo, a massive photo in the in the Herald sign, a major newspaper here. Um so I think it's about getting in the right space to open the right doors so that other um sources of information can republish and and reuse that content. Yeah.
Tom MuellerWell, one of the advantages of you know standing up a separate crisis website is you can maintain your normal business website to stay focused on the business, right? And we we've seen this in in various examples um where maybe you put a banner across the top of your webpage, your homepage, point people to the crisis site to get detailed information about that. But people who still you know want to book, uh make reservations at your hotel or book flights on your airline can still you know get to their regular website without it being overloaded with crisis-related traffic, right? So there's yeah, there's an advantage of doing it that way.
Wes TowersAnd you can quickly sever it once it's no longer relevant, you know, everything's resolved and you can quickly get rid of that side of things.
Tom MuellerYeah, well, once all the legal uh issues are ironed out, right? Those things get uh get put under legal hold and they they stay around for years, actually. Um it's a fun dis discussion, you know, to think about if you had to do uh you know, build websites and and that today. I just I love your point though about training the LLMs, those large language models, you know, the AI foundations, and having a good company website out there is a good way to start with that.
Wes TowersYeah, absolutely.
Tom MuellerTerrific. Hey Wes, um a couple a couple of final kind of quirky human interest questions for you. Uh, I'm gonna ask, you know, what what are you reading these days and watching anything fun on television?
Wes TowersYeah, uh the Tao Di Ching I've been Tao Di Ching is something I've been reading again. I've read it before. Have you come across kind of philosophy? Some people might think of it as a religion, but I think it's more of a philosophy book. But it's really poetic. Um yeah, it's it's just beautiful little thoughts. So I've been reading that again, which has been wonderful. Normally I'm reading business literature, but I I needed to um um freshen myself up a little bit. Yeah, yeah, yeah. So with some philosophy kind of thoughts. Yeah, nice. Uh watching on television. Uh we've just finished our AFL Aussie Rules football season, so uh watched the grand final and uh it was this exciting. Have you come across Aussie Rules footy before?
Tom MuellerI have, but we don't see it much up here in in the States.
Wes TowersNo. Yeah, so we watched that. It was an exciting game, but we had the NFL uh here not so long ago, a couple of weeks ago, I think it was. Um for that game as well. So yeah, yeah, don't watch many TV shows, but the sports I I do enjoy.
Tom MuellerYep.
Final Principles And How To Reach Us
Tom MuellerAll right. Well, Wes, let's let's bring it home for our listeners here now and just sort of key key tenets around websites and and what you'd recommend people keep in mind as they're building their websites and thinking about AI and the technology that's coming down the pike at us. What's your advice there?
Wes TowersYeah, so just think about trust and how you're going to communicate a higher level of trust. And so that's relevant, obviously, in in good times, but also significantly relevant in in bad times. You need to rebuild the trust if it's been eroded in some way. So every signal you can possibly create, positive reviews, simple things, Google reviews and so on, um, things that can't easily be faked or manufactured, qualifications, um, you know, awards, things of that nature. You want to showcase every trust element, um, but then to safeguard yourself against hacking and and all of the technical side of things in these crazy times. Um, I think it's all about minimum minima uh min uh uh mitigating risk and um you know maximizing the outputs that you can create in in this day and age.
Tom MuellerAll right, Wes Towers from Melbourne, Australia. Wes, thanks so much for joining us on the podcast today. Really enjoyed the conversation.
Wes TowersThanks, it's been brilliant.
Tom MuellerAnd that's gonna do it for this episode of the Leading in a Crisis Podcast. If you'd like to email the show, you can drop me a line at the top at leadinginacrisis.com. And I would love to hear from you. And we will see you again soon on another episode. Take care.
