Using ChatGPT for Website Optimization, 2 Module Series

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.

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.