How we’re actually using AI at Clicks Count

Every agency website we look at now says they “leverage AI”. We’ve started to wince a little when we see it, because most of the time it means someone pasted a paragraph into ChatGPT and called it a strategy.

So we thought we’d write down what AI actually looks like at Clicks Count. It’s less glamorous than the headlines, and honestly, a lot more useful.

Some context first. We look after around 300 WordPress websites. Schools, NPOs, wine people, lodges, financial firms, little online shops run from someone’s spare room. A year ago AI was something we played with after hours. Now it’s built into real systems our clients use every day.

Chatbots that know the business

We build chatbots that answer from a client’s own information. Their pages, their price list, the questions their receptionist answers twenty times a week. When someone asks a venue at 10pm whether there’s parking for 80 people, they get an answer straight away, and the venue gets the lead in the morning. We’ll go into how we build them in a later post.

Photo libraries you can actually search

We’ve seen so many businesses sitting on thousands of beautiful photos that nobody can find. We’ve built a system where AI looks at every image, tags it from a fixed list, and turns the whole library into something you can search like Google. A person still checks the tags. The AI just does the bit that would make anyone want to resign.

It’s fast and it’s very confident, which is exactly why it needs someone keeping an eye on it.

Taking the admin out of a business

This is the project we’re proudest of. A client’s whole service ran on emailed forms: send it out, wait, chase, reformat, rename, upload, archive last month’s one. We rebuilt it so their clients log in and do it themselves, and the website handles everything after that. The site now does a job that used to need a person. We’ll write the full story up separately, because it deserves its own post.

Getting found by AI, not only Google

Teenagers don’t Google things anymore. They ask. More and more of your customers are doing the same, in ChatGPT, Perplexity or the AI answers at the top of Google. We’re reworking sites so those tools can read them properly and mention them. It’s called AEO, and yes, it’s another acronym, sorry.

And in our own work

AI helps us find the cause of a broken page faster, draft code, write alt text and audit sites. Nothing it produces goes live without one of us checking it first. That’s not negotiable.

Where we draw the line

We don’t let AI make design decisions. We don’t let it publish anything unchecked, and we don’t let it talk to your customers about anything it hasn’t been given a proper answer for. It’s fast and it’s very confident, which is exactly why it needs someone keeping an eye on it.