Leverage ChatGPT to enhance website performance, improve SEO rankings, and optimize conversions.
Special Fall Pricing: Regularly $1,000 is now 50% off—$500. Enroll here (December series)
Knowing how to effectively use ChatGPT for website optimization gives you a significant competitive advantage. Learn practical, actionable strategies to improve content quality, user experience, and search visibility through AI assistance. This live, online, hands-on masterclass shows you step-by-step how ChatGPT can drive real improvements in your website’s performance.
Harness ChatGPT as your personal conversion optimization assistant. Whether you’re new to AI or have already built a custom GPT, you’ll gain tactical, in-class experience using ChatGPT to make data-driven changes that lift conversions.
What You’ll Learn:
- Audit with AI, Not Assumptions: Use ChatGPT to quickly audit webpages for clarity, relevance, and persuasion—pinpointing friction points and missed opportunities that may be costing you conversions.
- Write Copy that Converts: Generate and refine on-brand website copy (headlines, value propositions, calls-to-action, etc.) in a fraction of the time, using proven copywriting frameworks (AIDA, PAS) adapted into ChatGPT prompts.
- Turn Data into Decisions: Integrate insights from analytics tools into your prompts to prioritize high-impact site changes based on user behavior and drop-off points.
- Personalize & Test at Scale: Rapidly create content variations for different audience segments and brainstorm A/B test ideas with AI, enabling continuous optimization and learning.
- Efficiency without Compromise: Speed up your workflow with ready-made prompt templates and checklists (provided), while ensuring AI outputs stay accurate, accessible, and aligned with your brand’s voice and ethics.
- Take the guesswork out of optimization.
- Skip blank-page anxiety.
- Move faster without sacrificing quality.
Can’t Attend Live? No Problem!
Even if you miss the live workshop, you’ll still get everything:
- Full workshop video recording
- PowerPoint slides
- Additional handouts
All materials are emailed to registered attendees within 24 hours after the live session ends.
Module 1: ChatGPT Tactics for Immediate Website Conversion Gains.
Description:
This first two-hour module focuses on quick wins and content enhancements using ChatGPT to boost your website’s conversion rate. You’ll learn how to audit your existing pages through the eyes of an AI-driven “conversion coach” and instantly apply improvements.
From rewriting a confusing headline to fine-tuning a call-to-action, this session demonstrates how to get tangible CRO (Conversion Rate Optimization) results during class. It’s a hands-on experience—bring a landing page or product page from your site and be ready to walk away with improved copy and an actionable optimization checklist you can use the very next day.
What You’ll Learn in this Module:
- How to use ChatGPT to analyze existing content gaps and opportunities.
- Techniques for developing content that ranks for multiple related key phrases.
- Methods for crafting AI-assisted meta descriptions and title tags that improve CTR.
- Ways to maintain brand voice consistency while leveraging AI writing assistance.
- Practical applications of AI for competitive analysis.
- How to avoid common AI content pitfalls that can hurt SEO performance.
Key Takeaways:
AI-Assisted Page Audits
- Conversion Audit via ChatGPT: Learn prompt techniques to have ChatGPT evaluate your webpage content and layout for conversion blockers (unclear messaging, buried value propositions, form friction) and suggest fixes in plain language.
- User Perspective Simulation: Use ChatGPT to simulate a first-time visitor or specific customer persona reviewing your page, revealing points of confusion or hesitation that you might overlook.
High-Impact Copywriting
- Instant Copy Upgrades: Generate multiple versions of key page copy—headlines, subheads, product descriptions, even form field text—that grab attention and address customer pain points. You’ll use AI to apply classic persuasive formulas to your own content.
- Tone and Voice Alignment: Master prompt strategies for tweaking the tone, style, or reading level of your copy to better resonate with your audience while staying true to your brand voice.
- Calls-to-Action that Click: Brainstorm compelling CTAs and value propositions with ChatGPT’s help. Refine generic phrases into specific, action-oriented text that drives clicks—all with just a few prompt iterations.
Hands-On Practice & Tools
- Live Page Makeover: Participate in an in-class exercise where we optimize a sample landing page in real-time (using one from our class—it could be yours). You’ll follow along as the instructor uses ChatGPT to identify issues and implement improvements, then repeat the process on your own page with guidance.
- CRO Checklist (Downloadable): Use a ready-to-use Website CRO Checklist during the session to ensure every critical element—from headlines and copy to visuals and trust signals—is reviewed and improved. This checklist (included in your resource pack) helps you systematically apply ChatGPT’s suggestions to any page.
- Prompt Templates: Leave with a set of proven ChatGPT prompt templates for tasks like page audits, copy rewrites, and FAQ generation. These plug-and-play prompts save you time and provide a reliable starting point for optimizing any webpage via ChatGPT.
Module 2: Advanced ChatGPT Techniques – Deep Research, Custom GPTs, and Sustained Optimization.
Description:
In this second two-hour session, we go beyond quick wins and show you how to turn ChatGPT into a true optimization partner—one that helps you think smarter, write faster, and continuously improve your website based on real audience needs.
You’ll explore how to guide ChatGPT through deep research tasks, craft smarter prompts that yield more strategic answers, and even train Custom GPTs to reflect your brand, customers, and site goals. Whether you’re trying to refine a pricing page, rework an About page, or create a set of variant landing pages for testing, this module helps you do it all—using just ChatGPT and smart prompt strategy; no code or extra tools required.
This is where ChatGPT becomes more than a writing tool—it becomes your strategic co-pilot.
Key Takeaways:
Deep Research with ChatGPT
- Audience Discovery: Learn how to use ChatGPT to synthesize insights about your audience’s motivations, objections, and preferences—based on reviews, testimonials, competitor sites, and even your own FAQs. Great website copy starts with empathy, and ChatGPT helps you accelerate the research process.
- Competitor Comparison Prompt ChatGPT to review and contrast multiple competitor websites, surfacing tone, structure, offers, and positioning differences. Use these insights to sharpen your own unique value proposition and strengthen your site’s differentiation.
- User Journey Mapping (AI-Assisted) Walk through how to build a customer journey map or funnel outline using ChatGPT—identifying gaps in messaging or UX friction that may be hurting conversions.
Advanced Prompt Engineering
- Chained Prompting: Practice multi-step prompting techniques where you guide ChatGPT through a sequence (e.g., brainstorm → analyze → rewrite) to improve content sophistication. You’ll use this to upgrade “pretty good” content into “conversion-ready” content.
- Tone Calibration and Scenario Testing: Use advanced prompt modifiers to simulate different user personas and test how they might respond to your website. For example, see how a first-time buyer vs. a returning customer might interpret your product page.
- Persuasive Structure Frameworks: Beyond Attention → Interest → Desire → Action, or Problem → Agitate → Solution, you’ll explore frameworks like Jobs to Be Done, 5-Second Test, and Problem-Solution-Proof as prompt inputs to generate more compelling copy and design recommendations.
Creating and Using Custom GPTs
- What Is a Custom GPT? Learn what Custom GPTs are and how they differ from standard ChatGPT use. Even if you’ve never used one, we’ll walk through what they do and how marketers are already customizing GPTs for things like on-brand copywriting, CRO checklists, and persona emulation.
- Build Your Own: Get a hands-on look at how to outline a Custom GPT, including how to provide instructions, upload relevant content (like brand guidelines, product details, customer personas), and ensure safe and useful output. You’ll start sketching your own Custom GPT in class.
- Use Cases for Website Optimization: See how Custom GPTs can be used to:
- Generate consistent, brand-aligned copy across your site.
- Evaluate pages as specific personas (e.g. a skeptical CFO).
- Automate repetitive CRO tasks like summarizing session feedback or rewriting underperforming CTAs.
Sustained Optimization Practices
- Continuous Improvement Workflow: Establish a cadence for AI-driven page reviews—monthly, quarterly, or campaign-based. You’ll receive a Website Optimization Planning Template to keep your updates strategic and manageable.
- Prompt Library Curation: Build a personal “prompt library” tailored to your role. We’ll help you organize your go-to prompts by task (copy audit, persona testing, FAQ drafting, etc.), so you’re never starting from scratch.
- Avoiding AI Drift: Learn how to assess and edit AI outputs with a critical eye. You’ll practice spotting weak spots in AI-generated copy—like vague claims, overused phrases, or missing differentiators—and revise them using collaborative prompting.
Included Resources:
- Custom GPT Planning Worksheet.
- Deep Research Prompt Template Pack.
- Website Optimization Planner.
- AI Copy Review Checklist.
By the end of Module 2, you’ll know how to use ChatGPT not just as a writer, but as a strategist, a researcher, and a creative collaborator—equipping you to lead smarter, faster website optimization efforts long after the workshop ends. You’ll be able to run a solo CRO sprint—analyzing, rewriting, and testing content in less time, with better results.
The Presentations
- The workshops are hands-on and practical with real-time demonstrations of ChatGPT prompts and applications.
- The workshops are live, so you can ask your questions about specific website challenges.
- All DMAnc.org workshops are recorded, so you can revisit the material at your convenience.
- Step-by-step instructions with numbered lists so you can implement these techniques yourself.
- Included are numerous real-world examples and case studies showing measurable results.
Download Material:
- ChatGPT prompt templates for website content optimization.
- Website content audit framework.
- Conversion optimization checklist.
- Video and slide deck of the workshop are available approximately 24 hours after the course.
Who is the course for?
This workshop is for professionals at the following levels:
- Digital marketing managers and specialists.
- Content strategists and creators.
- SEO professionals.
- Website managers and developers.
- Conversion rate optimization specialists.
- Marketing directors who are looking to implement AI solutions.
- Agency professionals working with client websites.
The Presenter:
Jim Sterne
Jim Sterne focuses his forty-five years in sales and marketing on using technology for marketing. He sold business computers to companies that had never owned one in the 1980s, consulted and keynoted about online marketing in the 1990’s, founded a conference and a professional association around digital analytics in the 2000’s, and has lately been advising companies on the adoption of generative AI.
His talent lies in clearly explaining how the latest technology works, and how it can be put to use for marketing and business. He has written twelve books on Internet advertising, marketing and customer service including the humorous “Devil’s Data Dictionary” and his latest, “Artificial Intelligence for Marketing: Practical Applications”.
Sterne has consulted to some of the world’s largest companies; lectured at MIT, Stanford, USC, Harvard, and Oxford. Sterne founded the continuously running Marketing Analytics Summit in 2002 and spent 20 years with the Digital Analytics Association as cofounder and Board Chair Emeritus. He was named one of the 50 most influential people in digital marketing by one of the UK’s premier interactive marketing magazines. He was included in a list of the Top 25 Hot Speakers by the National Speakers Association. Sterne is on the Advisory Board of various startups and has served on the Boards of his local library foundation and the Better Business Bureau.
Clients: https://www.targeting.com/internet-marketing-business-clients
Books: https://www.amazon.com/stores/Jim-Sterne/author/B000APGX7Y
Recent Articles: https://www.linkedin.com/newsletters/full-sterne-ahead-7053814610306494464/
Workshops
- Next-Level ChatGPT for Marketers Masterclass
- What Does Generative AI Mean for Marketing Analytics?
- Creating a Generative AI Adoption Roadmap
- Care and Feeding of Digital Analysts
- Introduction to AI for Marketers
- AI in Marketing, a To-Do List
- Mastering Marketing Analytics
- Social Media Metrics: Measuring What Matters
Engaging forum, lively teacher! This module delved deeper into questions we, as marketers, have been wanting to ask since AI’s wide-net cast upon the world.
I really enjoyed joining other like-minded industry professionals to see what has worked for them and what hasn’t. The interactive webinar brings a whole new level to learning AI.
The information provided was top notch. In an ever changing world of technology, the information provided was definitely cutting edge.
