01/07/2026
That second bit is the problem.
Ask a decent AI tool to look at your website and it fires something back fast. Well written, certainty, sensibly laid out. It looks like the real deal.
Sometimes it is. Sometimes it's confidently wrong, and it reads exactly the same either way.
AI is genuinely good at the list. What's on your page, what's missing, the usual fixes. That part's close to free now, and I use it myself. Pretending otherwise would be daft.
What it can't do is know your business. It doesn't know you turn away the wrong sort of work. It doesn't know some of your best customers all came from one person. It can't tell the thing it moaned about is there on purpose.
So it hands you twenty jobs, all with equal weight, because it can't tell which ones bring in the money.
That's the catch. Twenty tidy suggestions and no idea which three matter. Roughly where you started, just with more homework.
Use AI for the list. It's good at it. Just don't mistake a confident answer for a correct one.
Knowing the difference is still a human job.
