There has been no shortage of conversation around artificial intelligence (AI). Over the past few years, much of that discussion has centred on what AI might do in the future, but our focus has been on something more immediate – how AI can be applied today in practical ways that create measurable value for small businesses.
How we turned days of website production into minutes
In collaboration with Finsure and Mortgage Broker Website, we’ve developed an AI-supported workflow that is reshaping how broker websites are produced, and demonstrates how other industries can apply automation in meaningful ways.
The goal of this workflow was to automate the website elements that should exist as a baseline – great content, SEO foundations, security etc. As a result, we reduced manual production time to less than one hour, while freeing up more time for expertise to be applied where it matters most.
Want to see how we saved days? This workflow has completely changed how we build broker websites and shows what is possible when expertise and automation coexist.
Creating the structure behind the system
Averaging two new mortgage broker websites each week and having produced hundreds over the years, our team has extensive experience in the finance industry. The next step was to turn that internal expertise into a clearly defined process.
Over four weeks, we mapped out exactly how our team builds a mortgage broker website from start to finish. This included:
- Defining how content is structured across different page types and data sets.
- Identifying repeatable design patterns across high-performing websites.
- Documenting SEO considerations, including metadata, page hierarchy and linking.
- Defining how integrations such as calculators, forms and analytics are implemented.
- Breaking down deployment steps across website hosting, domains and DNS.
Where AI fits in
A common misconception is that AI replaces expertise. In this workflow, its role is complementary. AI supports the system, but it is not what the system is based on.
The real value comes from the workflow structure and the expertise it embodies. Once that foundation was clearly defined, AI can be applied to expedite specific tasks and reduce manual production time.
Why local SEO became a key part of the workflow
For service-based businesses such as mortgage broking, locality is one of the strongest signals of relevance in search engine rankings.
That is why the automated creation of location pages became such an important aspect of the workflow. These pages are tailored to suburbs and local areas, so when someone searches for a service, the broker has a greater chance of appearing in the search results.
Instead of relying on your homepage for organic traffic, these location pages help build geographic relevance across a broader footprint. This has contributed to improved lead generation for the broker websites we create, while also strengthening the location signals that influence SEO and AI-generated answers and citations.
Read the ATEC Electrics case study to see how we used location pages to generate leads for a local tradie business in Australia.
Lowering the cost of quality, enabling affordability
The most important outcome of this work is not speed, but accessibility.
By reducing production time and standardising parts of the process, we are able to significantly lower the time cost of delivering higher-quality website and marketing packages. That means small businesses can access the same level of strategic thinking, design consideration and technical execution that has traditionally been difficult to afford on a small budget.
The advantage of building for one industry
That is why organisations like ours have an important role to play. The challenge is not simply using AI, but understanding how to apply it in ways that are tailored to targeted use cases, such as industry-specific implementations.
In this case, by building the workflow for mortgage broking, we were able to create something far more useful because it is shaped around the realities of that industry. It is this tailored approach that allows businesses to gain more value from this exciting and innovative technology as it develops.
What this means for the next generation of websites
AI on its own is not the solution. Its value depends on how it is applied, the systems surrounding it and the knowledge guiding it.
Moving forward, our focus is on applying AI workflows in ways that further reduce production time and create more value for small businesses. In practice, that means giving them access to websites that are not only better designed, but strategically built to support their business objectives.
Ultimately, this workflow demonstrates what is possible when automation is paired with experience and expertise, making enterprise-quality web design more affordable and accessible for SMEs and non-profit organisations across Australia.
If you are interested in learning more about our work or how AI workflows like this could support your business, please get in touch.