Why is a Human Touch So Important in Web Marketing? 

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Because it’s the best way to build trust. Yes, there’s more to it than that, but that’s the most important part. In a world with AI, videos, and so much more, it can feel like all you have to do is press a few buttons and presto: web marketing. But, there’s so much more to it than that. If you don’t include humanity, then you’re not going to reach your real goals. Worse, you could alienate users and Google alike. As someone who professionally creates web marketing in Los Angeles, I always make sure to put so much real heart into everything I do here. 

 

You might have read that and thought: “OK, but, I run a business. I’m not writing a play, nor am I telling some big dramatic story – I sell stuff. Is this human stuff still important?” Oh, you better believe it. In fact, perhaps paradoxically, the more AI/digital tools there are, the more important that human touch is. Why? Because it’s a way you can stand out from the rest. Better still: you can do so easily. 

 

Because Your Audience is Real People 

 

I’ll use a recent example. Unfortunately, here in Southern California, we’ve had terrible wildfires. So many have lost their homes, apartments, and worse. It seems that these fires were, at least in part, caused by companies. So, naturally, attorneys have stepped in to file lawsuits on behalf of victims. But, some didn’t do it the right way. 

 

One law firm (that will not be named in this article) put out ads that can only be described as, well, gross. Clearly, very little thought went into them. Indeed, they could have been done by AI, freelancers, or the like. These ads included no attorneys, no people of any kind – just shots of the fires and a number to call. It was the lowest of the low. You’ve possibly seen these ads online as they’re received heavy and justified criticism. 

 

A client of ours is a great attorney, one who really does stand with victims of the wildfires. So, when it came time to let people know that he was there to help, we made sure to focus on him. His humanity. His fundamental human decency. No big theatrics, just showing how one man is willing to do his best to do right by those who have suffered loss. 

 

The difference between his online ads and the other law firm’s is night and day. Completely different. One shows a real person trying their best, the other is pure laziness. When you show who you really are, you give people a chance to connect. That will always help drive conversions. 

 

Because Google is Watching if You Overuse AI 

 

Google is always trying to improve Google. Google wants Google to be as good as possible for its users. How does Google do that? By giving them more of what they want. 

 

For so long now, Google has shown what it values through E-E-A-T. And, if you really think about it, AI content violates it. AI content violates every step of E-E-A-T. 

 

You can create AI content without having expertise, while lacking authority, and your only experience might be typing a prompt. To present that as your work is the very opposite of trustworthy. 

 

Google knows this. Google has begun to catch onto AI. It’s begun to rank AI content lower than that which was written by a human being. Now, in a way, Google and the AI are in an arm’s race. The AI improves so Google is improving their detection. 

 

If there’s one thing I’ve learned in my time as a professional creating content for web marketing in Los Angeles, it’s to never bet against Google. Do not create AI content with a human rewriting it, editing it, or the like. It will never go the way you want. 

 

How You Can Bring More of a Human Touch to Your Marketing 

 

Now that we’ve covered all that, you may be wondering just how to add a human touch. If you’re stuck, write as you would speak. That’s what I’m doing right now. This is exactly how I would explain this to you if we were sitting across a table from each other. 

 

Not sure how to do that, or maybe you don’t feel comfortable doing so? A great way to get around it: record yourself talking. Something I do if I’m feeling stuck: I pick a keyword or topic I want to focus on. Then, I record myself on my phone just talking about it for five to ten minutes or so. 

 

Now, I don’t transcribe that to be the article. But, I will listen back to it. Then, I think: “OK, that part sounded good, I’ll use that.” Or, I’ll go: “well, that didn’t make a lot of sense – but it made me think of this.” 

 

You can speak conversationally about your job/business. If you can do that, then you can create content with a human touch. 

 

Los Angeles Web Marketing For Everything Else 

 

Of course, I and the rest of the team here are more than happy to help you with this. We really do have a great team here, too. I’m a content creator/writer/podcast host, yes. But we’ve got so many amazing web designers, graphic designers, SEO experts, Google Ads wizards, and so much else. 

 

To see how we can help, schedule a free consultation today.